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When moviegoers catch up on the antics of Carrie, Miranda, Samantha and Charlotte this summer, many will first have to sit through a big screen ad for Gardasil, the vaccine against human papilloma virus (HPV) that is aimed at combating cervical cancer. The ad campaign by the drug manufacturer Merck debuted during the premiere of Sex and the City and will run through June 26 in movie theaters across the country. The ad campaign, according to Merck, is aimed at 19-26-year-old women. It will also will be shown before other summer movie releases including Get Smart...
Although the stated aim of the movie ads is to reach the 19-26 year olds, who dominate the Sex and the City fan base, the ad also will be shown in theaters playing movies like You Don't Mess with the Zohan and The Incredible Hulk raising speculation that young boys may be a target. Merck has acknowledged it is testing Gardasil on boys and young men who can carry the HPV virus with an eye to seeking FDA approval...
Merck has not said how much the movie ad buy cost the company, but it has acknowledged that it is about the same as last year's television buy for a spot dubbed "I chose..." which now can be seen on the company's website. The ad features mothers talking to their daughters about the need to address HPV concerns. Gardasil protects against four strains of the HPV virus, two of which cause 70% of cervical cancer cases. The other two strains can cause other HPV manifestations like genital warts. A study last year published in the New England Journal...
...famous "daisy" campaign ad--the brainchild of media consultant Tony Schwartz, who died June 15 at age 84--was shown just once, on Sept. 7, 1964. But its cultural shock waves persist. "There hadn't been an effective ad of that sort in the history of the presidency," says Kathleen Hall Jamieson, former dean of the Annenberg School for Communication at the University of Pennsylvania. "[It] works because the audience fills in the meaning." And it worked for Johnson, who took 61% of the popular vote in a landslide win over Barry Goldwater...
...location. Oodle also shows you how the price of, say, a scooter you are browsing compares with the average price of scooters listed on the site over the past few months. All listings are free, but sellers can pay a few bucks to get more prominent placement of their ad in search results. Buyers can also get mobile alerts when a listing that meets your criteria pops up on the site...