Warner-Lambert Co. Morris Plains, N.J., reported profits before taxes increased 28% to $356 million for the first quarter of 1996. Net income rose 24% to $250 million. Chairman-CEO Melvin R. Goodes noted that "This year we will spend approximately $90 million to prepare [prescription drugs] atorvastatin, troglitazone and Omnicef for marketing. We will spend $1.6 billion on brand advertising and promotion. And, through our joint-venture with Glaxo Wellcome, we will spend competitively to support next week's launch of Zantac 75 in the U.S." The $100 million marketing campaign for Zantac heartburn drug, now approved for over-the-counter sale, begins on network TV April 23 from J. Walter Thompson USA, New York. Teaser ad featuring actor Brian Dennehy began this week, showing a line of fire racing through the desert.