You are assigned the responsibility to prepare a promotional campaign for a new allergy relief drug...

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General Management

You are assigned the responsibility to prepare a promotionalcampaign for a new allergy relief drug produced by theElizabethtown Pharmaceutical Corporation. Outline the highlights ofapplying both a pull strategy and a push strategy.

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Just about from the day in 1995 that GlaxoSmithKline offered Flonase it was a runaway hit The nasal spray alleviated seasonal allergies without inflicting drowsiness and americans 50 million of whom have allergy symptoms clamored for a prescription Flonase did 600 million in revenue via 2000 and in 2005 raked in 13 billion However Flonases patent expired that year opening the door to usual rivals So when GSK lower back to the market with an overthecounter formulation last yr it needed an aggressive marketing plan And digital advertising director Meredith Herman delivered it Departing from the pharma categorys usual reliance on television promoting Herman put digital entrance and middle The allergy category is very competitive and exclusive label is in no way a long way in the back of she says Search impressions are big for this class We could not See Answer

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