GUMM - Eliminate the Common Cold Message Board

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Biotech / Medical : GUMM - Eliminate the Common Cold

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To: Hank who wrote (2294)	2/23/2000 10:11:00 PM
From: Carl R.	Read Replies (2) of 5582

Hank, I would agree with you that we don't know how extensive GUMM's ad campaign is. Is it national? Or are they trying various ad approaches in different metropolitan areas? It wouldn't surprise me if, for example, they pick a single market like Chicago, and try radio, and pick another market, say Cleveland, and try daytime TV, and try direct mail in a third. Given the size of the company I would be very concerned as a stockholder if they started a major national ad campaign at this point. Instead I would would expect some experimental campaigns in different media markets to refine the message and decide which media is the most cost effective. Did you know for example that outdoor advertising (i.e. billboards) are much more effective in reaching women than men? An outdoor ad campaign might be surprisingly effective. As I said, I expect a limited campaign at this time. This would set the stage for a much broader and more expensive campaign at the beginning of the cold season next fall, which is of course the best time for a major campaign. Carl

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