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From Anne Martin's
book titled "Protect Your Pet" - section
on Rimadyl,
quoting from Page 127
QUOTE: Jean Townsend referred me to an interesting article written
by Katherine Delahaye Paine, CEO of a worldwide communication
research company. Paine
discusses the various methods that advertising companies use
to elicit people to purchase a client's product. In the case
of Rimadyl, the Colle &McVoy ad agency had uncovered some
interesting research that revealed women are the most likely
to take their arthritic dogs to the vet to be euthanized. "Based
on this research, Colle &McVoy decided to directly target
women pet owners, and used a leaping golden retriever as their
image," alleges Paine. "That leaping dog made its
way into two web sites and countless pet shows, television and
print ads.
Stories of rejuvenated dogs were turned into a calendar, and
veterinarians were exposed to leaping dog images at industry
trade shows and in trade journals. And the net impact? They
sold out of the product a month after
launch." END QUOTE |
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