Executive Summary

Tylenol Extended Relief: McNeil launches new 30-sec TV ad for its eight-hour extended relief product. The new ad, which began running Jan. 28, features the tagline: "Tylenol Extended Relief. Strong Relief right away. Strong Relief the whole day." In July 1994, McNeil launched a TV ad campaign to accompany the product introduction with the tagline: "A full day's work deserves a full day's relief" ("The Tan Sheet" Aug. 15, 1994, In Brief). The ad agency of record for the Tylenol brand of products is New York City-based Saatchi & Saatchi. McNeil reportedly is supporting the line extension with $40 mil. in national TV and print advertising...