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Case Study
1.
Retin-A Wrinkle Free Campaign
Hazel Sering and Ichay M. Bulaong, Direct marketing Association (US), ECHO Awards, 1998
This 1998 DMA ECHO entry was created by FirstDirect for Janssen Pharmaceutica (Philippines). Although Janssen experienced a good acquisition rate for its Retin-A anti-wrinkle product, only 24 % of use ...

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