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

To: Hank who wrote (2294)	2/23/2000 10:11:00 PM
From: Carl R.	Read Replies (2) \| Respond to 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

To: Hank who wrote (2294)	2/24/2000 10:15:00 AM
From: Bob Trocchi	Read Replies (2) \| Respond to of 5582

hank... >>I live in a major metropolitan area and I have not seen even one advertisement for Zicam of any kind. << I saw my first ad a couple of days ago on TV during the local 5:30 News on Channel 5 (ABC) in Boston. I don't watch TV that much so I do not know if they are continuing the ad or whether it was a one time shot. I do know it is still NOT sold at CVS in the community I live in. Approx. 18,000 pop. and only one drug store which does LOTS of business. Strange. Not long or short but love the banter on this thread. Bob T.