Ongoing awareness, advertising and promotion are vital to the continued success of over-the-counter medication launches. of general merchandise and health and beauty care for Ray's Food Place, Brookings, Ore. "What works best is being able to coordinate cooperative advertising with the manufacturer and national advertising. We launch the item with a competitive retail and an in-ad coupon at a reduced price. We did this with the Orudis KT, which has done well for us. Aleve has also done ...

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