Bristol 1997 ad/promo budget increases by 15%-20% over 1996; focus will be Pravachol.

BRISTOL 1997 AD/PROMO BUDGET UP 15%-20% OVER 1996, primarily to increase support for the HMG-CoA reductase inhibitor Pravachol, Bristol-Myers Squibb VP-Investor Relations Tim Cost said at a recent Alex. Brown conference in Baltimore. The $300 mil. increase in advertising and promotional activities in 1997 is "primarily being driven by direct-to-consumer and launch costs inside the Pravachol world," Cost said. In 1996, BMS spent about $21.3 mil. on DTC support for Pravachol, while Merck's Zocor was backed with $40.8 mil. in DTC spending, according to Competitive Media Reporting data ("The Pink Sheet" March 24, p. 18).