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Management Essentials J&J

Market Research Reports

Imodium for Children falls into several catagories.  To find relevant secondary market research reports and news you may need to search the following terms:  Over the Counter (OTC), Nonprescription, Pediatric, Antidiarrhea, Digestive,   Gastrointestinal preparations, Diarrhea Medicine, Oral Rehydration

Health Statistics and Treatments

Finding statistics on the incidence of digestive disorders or physician visits precipitated by diarrhea may be helpful.  Consider medical protocols for treating diarrhea.

Promotion & Advertising

Benchmark against competitor spending and creative content.  Company financials will only report overall spending for marketing or advertising, therefore they are rarely helpful in estimating expenditures by product line.  Trade publications such as Advertising Age and ADWeek include news pieces on ad and marketing campaigns.  Use the databases listed under Trends and Developments.

  • Ad$Summary Records advertising spending in traditional catagories such as consumer magazines,
  • SRDS Media planning database for estimating cost of advertising in newspapers, on radio, network TV, billboards, consumer magazines and interactive sites.
  • MRI+ University Internet Reporter  National consumer survey of consumer product usage.  Must use Explorer browser.  Tutorial
  • AdLand View TV commercials
  • YouTube View TV commericals

Survey Other OTC Medicines

Global New Product Development Database of new product introductions with complete descriptions including list price, claims, ingredients, flavors and packaging.

Regulatory Environment

Trends & Developments


lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222


Last Modified: Sunday, February 5th, 2012