Pfizer expects $35 mil DTC push for Viagra

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The first pill treatment for impotence, Viagra, received approval late last week and will appear in an estimated $25 million to $35 million direct-to-consumer ad campaign by this summer. Omnicom-Group-owned Cline Davis & Mann will handle the effort from Pfizer, the No. 4 DTC spender in 1997.

Copyright March 1998, Crain Communications Inc.

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