Blog 6.2: Prolisec

Describe how the company/business used the four “P’s” to add value and/or promote the product or service.

Product- Prolisec, heartburn medication

Price- Actual price is not mentioned. However the purpose of this commercial is to display the freedom that one can have without heartburn.

Place- I saw this commercial while running at Fitness 19 at about 8:45 pm on Monday 3/11/13. I was watching Seinfeld on channel 45.

Promotion- This is a commercial featured on channel 45 in between Seinfeld episodes. Larry the Cable Guy, is the new star of these Prolisec commercials. He is standing in front of a hotdog stand at what looks like a county fair. He is holding a box of Prolisec, wearing a baseball cap and a blue shirt with ripped sleeves. Larry introduces the product by saying, “This is America. We don’t let heartburn come in between us and what we love… Block the acid with Prolisec OTC.”

2. What industry(s) is the product or service a part of?

Food. Medical. Health.

3. Describe the target market.

Prolisec is one of the many over-the-counter heartburn antibiotics. They use Larry the cable guy as a spokesman because he is the representation of the target market. Mostly men, who are not healthy and have heartburn issues and do not want to change their diet. This man is likely a hard working American who likes farming and working with his hands.

4. Does it work? Why or why not? Any general observations?
Yes. I think that the advertisement is effective, concise, and grabs your attention. It is easy to depict who they are targeting with this commercial.


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