Procter & Gamble
This article was originally published in The Rose Sheet
Tests its first infomercial, promoting fixodent Denture Adhesive Cream, July 9 in the Columbus, OH and Hartford, CT/Springfield, MA areas. The 30-minute infomercial, produced by ad agency D'Arcy Massius Benton & Bowles, New York in conjunction with its Feldman Associates subsidiary, provides viewers with a toll-free number to call to receive a .25 oz. sample of Fixodent and recommends that they contact their dentist about the product. The infomercial, hosted by actress Marie Masters of "As the World Turns," features testimonials and advice from denture experts. P&G, which says it is the market share leader in denture adhesives, chose the Columbus and Hartford/Springfield areas for test markets because household denture usage in those areas is 11% above the national average, with 40% of households in the two regions having at least one member using dentures
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