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Heavy in television to promote sore threat therapy
Mapping Sucrets tv campaign strategy are (1) Kenneth Olshan, Doherty, Clifford, Steers & Shenfield account exec, and! Howard Powers, Sucrets' brand manager at Quinton Co. division of Merck & Co. Campaign will run into next spring
Sucrets swings to tv with new line
Merck's Quinton Co. to handle all proprietaries Adds gargle, antibiotic lozenges to Sucrets list Massive saturation drive in top 100 markets
This being the eve of the sniffle, sneeze (Gesundheit!) and sore throat season, it is only fitting for drug houses to be launching their new line of products and refurbishing their old reliable line of remedies. This fall a new tv advertiser joined the ranks with the debut of the Sucrets consumer campaign from the Quinton Co., a division of Merck & Co., via the Doherty, Clifford, Steers & Shenfield advertising agency.
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Television is the major medium in the campaign, the agency indicated last week. And it is one of the biggest in the sphere of sore throat therapy, according to those working on the account. Four Sucrets products including three new ones fresh from test markets will obtain massive saturation in the top 100 markets. A combination of 60-second and 20-second spots will be employed.
Heavy schedule. According to
A. James Barker, Quinton Co. ad vertising director, time schedule? will run as high as four spots dail) in the big markets "with liberal use of prime night-time spots, highl) rated late afternoon and early eve ning spots, and special positioning in top news and weather shows.'
Barker indicated that the schedl ule will be re-evaluated periodical) ly to change positions for bettei ratings. It is estimated that somJ 95% of the television homes in th« land will see the Sucrets commer cials during the fall-winter cok season.
Numerous reasons were advancecj for using television to get the Su crets drive under way. "Television is intrusive," Barker maintained "It is a most efficient means o
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