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In Brief: Lichtwer Pharma

This article was originally published in The Tan Sheet

Executive Summary

Lichtwer Pharma: Introduces Ginsai standardized ginseng extract in packages of 30 softgel capsules. Shipments to the trade began in June and an advertising campaign will commence in September that will include national television, radio, and print ads. The company plans to offer $1-off coupons in Parade Magazine and will advertise in consumer magazines, such as Reader's Digest, Prevention and Modern Maturity, as well as trade publications. The advertising account is handled by Pittsburgh-based St. George Group. The product will be supported in K-Mart stores with in-store displays...
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