Executive Summary

Tests its first infomercial -- an ad for Fixodent Denture Adhesive Cream -- on July 9 in Columbus, Ohio and Hartford, Conn./Springfield, Mass. P&G said household denture usage in those areas is 11% above the national average. The 30- minute infomercial, produced by ad agency D'Arcy Masius Benton & Bowles, New York, in conjunction with its Feldman Associates subsidiary, provides a toll-free number to call to receive a .25- ounce sample of Fixodent and recommends that viewers contact their dentist about the product. The infomercial features testimonials and advice from denture experts