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GLAXO ZANTAC EFFERDOSE DIRECT-TO-CONSUMER ADS

Executive Summary

GLAXO ZANTAC EFFERDOSE DIRECT-TO-CONSUMER ADS are appearing in over a dozen magazines and professional journals until the end of August as an introductory effort for the new formulations of the ulcer drug. The ads, which were launched July 1 and created by William Douglas McAdams (New York City), feature photos of a 150 mg ranitidine tablet and 150 mg ranitidine granules being dropped into glasses of water. The tagline reads "For Patients Who Take Zantac, Zantac With Fizz" with the word fizz surrounded by bubbles. The bottom of the ad reemphasizes the fizz theme: Zantac EFFERdose "The Alternative With Fizz."
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