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Case
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Reference no. 9A81A007
Subject category: Marketing
Authors: John A Quelch
Published by: Ivey Publishing
Originally published in: 1981
Version: 2001-07-09

Abstract

The marketing manager for over-the-counter (OTC) products at the drug company of Frank W Horner Limited of Montreal, was planning his 1978-1979 communications strategy for Fevertest. Described by McLoughlin as ''our first real consumer-type promotion'', Fevertest consisted of a thin plastic strip which, when applied to the forehead, indicated whether or not an individual had a fever. The marketing manager wondered whether he could improve upon the level of sales by investing in television advertising, an approach which had not been used during the initial promotional campaign. There is a Spanish version available ''9A81AS07''.
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About

Abstract

The marketing manager for over-the-counter (OTC) products at the drug company of Frank W Horner Limited of Montreal, was planning his 1978-1979 communications strategy for Fevertest. Described by McLoughlin as ''our first real consumer-type promotion'', Fevertest consisted of a thin plastic strip which, when applied to the forehead, indicated whether or not an individual had a fever. The marketing manager wondered whether he could improve upon the level of sales by investing in television advertising, an approach which had not been used during the initial promotional campaign. There is a Spanish version available ''9A81AS07''.

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Location:
Size:
Medium

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