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Ads/Promotions Of 2nd Generation Over The Counter Non Sedating Antihistamines

2108 words - 9 pages

The ads/promotions I have chosen to discuss are 2nd generation over the counter non-sedating antihistamines for the relief of seasonal or perennial allergic rhinitis. Allergic rhinitis is broken down into two types, seasonal or perennial. Seasonal allergic rhinitis occur in spring, summer and/or early fall due to increased levels of pollen from trees, grasses, or weeds, and or growth of mold spores. Perennial allergic rhinitis causes year-round symptoms with the culprit generally being sensitivity to dust mites in the home, animal dander from household pets, and cockroaches and/or mold spores found within the home or office. According to the American College of Allergy, Asthma, and Immunology (ACAAI), Allergic Rhinitis affects up to 50 million Americans each year in the United States, which corresponds to almost 30% of the adult population and 40% of children (ACAAI, 2014). Another study published in 2013 in the scientific journal of the American College of Allergy, Asthma and Immunology found that 75 percent of asthmatic between the ages of 20- to 40-years-old, and 65 percent of asthmatic adults aged 55 years and older, have at least one allergy as well (ACAAI, 2013). This represents a tremendous target population consisting of a large portion of the U.S population having a need for an antihistamine at some point for themselves, or their child. 1st generation antihistamines include drugs like Benadryl (diphenhydramine), Chlor-trimeton (chlorpheniramine), and Tavist (clemastine). Many of these are readily available over the counter and are fairly inexpensive. Major marketing campaigns have been launched for the second-generation antihistamines like Claritin (loratidine), Zyrtec (cetirizine), and Allegra (fexofenadine) because they are believed to be less likely to cross the blood brain barrier, and therefore are associated with fewer nervous system effects, such as drowsiness. These second generation antihistamines are also generally much more costly than the 1st generation antihistamines I outlined above so to differentiate them from first generation antihistamines, the true product that these marketing campaigns are promoting is the promise of 24 hour relief of both seasonal and perennial allergic rhinitis symptoms without the sedation that is seen in 1st generation antihistamines.
Zyrtec’s current slogan on their main website page is “Love the Air” (, 2014) and the Claritin webpage has the slogan “Live Claritin Clear” with add on’s like “Bring on the season” or Lets take a recess from allergies.” (, 2014). These slogans broadcast their respective messages to the broader market segment group and remain consistent through various modes of advertising. The Zyrtec and Claritin Facebook pages display theses slogans along with various psychographics clips daily that further target specific segments like pet owners, outdoor enthusiasts, and spring/fall allergy sufferers. Yankelovich and Meer (2006) point out that...

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