Ads/Promotions of 2nd Generation Over the Counter Non-Sedating Antihistamines

Ads/Promotions of 2nd Generation Over the Counter Non-Sedating Antihistamines

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The ads/promotions I have chosen to discuss are 2nd generation over the counter non-sedating antihistamines for the relief of seasonal or perennial allergic rhinitis. Allergic rhinitis is broken down into two types, seasonal or perennial. Seasonal allergic rhinitis occur in spring, summer and/or early fall due to increased levels of pollen from trees, grasses, or weeds, and or growth of mold spores. Perennial allergic rhinitis causes year-round symptoms with the culprit generally being sensitivity to dust mites in the home, animal dander from household pets, and cockroaches and/or mold spores found within the home or office. According to the American College of Allergy, Asthma, and Immunology (ACAAI), Allergic Rhinitis affects up to 50 million Americans each year in the United States, which corresponds to almost 30% of the adult population and 40% of children (ACAAI, 2014). Another study published in 2013 in the scientific journal of the American College of Allergy, Asthma and Immunology found that 75 percent of asthmatic between the ages of 20- to 40-years-old, and 65 percent of asthmatic adults aged 55 years and older, have at least one allergy as well (ACAAI, 2013). This represents a tremendous target population consisting of a large portion of the U.S population having a need for an antihistamine at some point for themselves, or their child. 1st generation antihistamines include drugs like Benadryl (diphenhydramine), Chlor-trimeton (chlorpheniramine), and Tavist (clemastine). Many of these are readily available over the counter and are fairly inexpensive. Major marketing campaigns have been launched for the second-generation antihistamines like Claritin (loratidine), Zyrtec (cetirizine), and Allegra (fexofenadine) because they...


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... on You Tube, will others follow?, Retrieved on March 30th, from website: http://www.pharmaspective.com/2011/11/zyrtec-went-viral-on-youtube-will-others-follow.html

World Allergy Organization (WAO). White book on allergy. Milwaukee (WI): World Allergy Organization; 2011;Available at: http://www.worldallergy.org/UserFiles/file/WAO-White-Book-on-Allergy_web.pdf

Yankelovich, Daniel and Meer, David (2006), “Rediscovering Market Segmentation, Harvard Business Review Online

Zyrtec website (2014) Retrieved on March 25th from website: http://www.zyrtec.com/

Zyrtec Facebook Page (2014) Retrieved on March 25th from website: https://www.facebook.com/#!/ZYRTEC

Zyrtec You Tube Ad (2009) Retrieved on March 25th from website: http://www.youtube.com/watch?v=trzJ3Y-i5-Q

Zyrtec You Tube Ad (2011) Retrieved on March 25th from website: http://www.youtube.com/watch?v=kq3W6TvCB74

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