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Biotech / Medical : GUMM - Eliminate the Common Cold -- Ignore unavailable to you. Want to Upgrade?

To: Mad2 who wrote (1668)	11/28/1999 12:41:00 AM
From: Eric Fader	Read Replies (1) \| Respond to of 5582

There's a saying: "there is no such thing as bad publicity." A client of my firm was trashed on "60 Minutes" a few years ago. The show ran a rare (for them) semi-retraction (if they hadn't we would have justifiably sued the crap out of them), but the client was still concerned that its business would be hurt. Guess what? There was an immediate and significant increase in the client's business. The vast majority of Zicam's potential market has still either never heard of it, or has just barely heard of it. Gradually, people will see the product in stores, the name will ring a bell (but it may take a few repetitions before some of them even know why), and they'll be more likely to buy it than if they hadn't heard or read about it, whether positively or with a negative association. Lots of people will try a new product at least once, once they've heard of it, and this one works like nothing else does.