DSEA campaign ready
This article was originally published in The Tan Sheet
Executive Summary
The Dietary Supplement Education Alliance purchases ad time in TV talk and game shows, prime time dramas and other broadcasts for the test run of its "Just Like Me" campaign starting in October, DSEA says Aug. 29. In a memo to DSEA board members, campaign manager Elliott Balbert says 30- or 60-second ads will air on national network affiliates more than 1,600 times over six weeks in the three test markets, Hartford/New Haven, Conn., Jacksonville, Fla., and Green Bay, Wis. The TV ads direct consumers to 1www.justlikeme.org to redeem more than $130 in vitamin discount coupons. DSEA says 15 magazines have agreed to run at least one full-page ad on a complimentary basis, and bonus offers for consumers from more than 20 companies will run in some health magazines. Balbert says the campaign, which DSEA announced in February to improve the industry's image, will deliver as many as 40 million advertising impressions and a list of up to 1 million potential customers (2"The Tan Sheet" Feb. 12, 2007, p. 17)...
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