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DTC ads

This article was originally published in The Tan Sheet

Executive Summary

Three OTC analgesics - Bayer aspirin, McNeil's Tylenol and Whitehall-Robins' Advil - placed in the top ten for best-remembered drug ad campaigns among 4,485 consumers surveyed by Scott-Levin. The most recalled ads were for Pfizer's Viagra erectile dysfunction treatment, followed by Schering-Plough's Claritin. Claritin and other non- and low-sedating antihistamines have been cited as a Rx-to-OTC switch candidates (1"The Tan Sheet" July 3, p. 3). Schering spent $34.1 mil. on Claritin DTC ads from January to April, a 37.7% decline from a year ago

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