The ads/promotions I have chosen to discuss concern second-generation non-sedating over-the-counter antihistamines for the relief of seasonal or perennial allergic rhinitis. Allergic rhinitis is divided into two types, seasonal or perennial. Seasonal allergic rhinitis occurs in spring, summer, and/or early fall due to increased levels of pollen from trees, grass, or weeds and/or the growth of mold spores. Perennial allergic rhinitis causes symptoms year-round, and the culprit is usually sensitivity to house dust mites, pet dander, and cockroaches and/or mold spores in your home or office. According to the American College of Allergy, Asthma, and Immunology (ACAAI), allergic rhinitis affects up to 50 million Americans in the United States each year, or nearly 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% of asthmatics aged 20 to 40 and 65% of asthmatic adults aged 55 and older , have at least one allergy (ACAAI, 2013). This represents a huge target population consisting of a large portion of the US population who at some point need an antihistamine for themselves or their children. First-generation antihistamines include drugs such as Benadryl (diphenhydramine), Chlor-trimeton (chlorpheniramine), and Tavist (clemastine). Many of these are easily available over the counter and are quite inexpensive. Major marketing campaigns have been launched for second generation antihistamines such as Claritin (loratidine), Zyrtec (cetirizine) and Allegra (fexofenadine) because... middle of paper... on You Tube, will others follow?, excerpt on March 30 from the website: http://www.pharmaspective.com/2011/11/zyrtec-went-viral-on-youtube-will-others-follow.htmlWorld Allergy Organization (WAO). White paper on allergy. Milwaukee (WI): World Allergy Organization; 2011; Available at: http://www.worldallergy.org/UserFiles/file/WAO-White-Book-on-Allergy_web.pdf Yankelovich, Daniel and Meer, David (2006), “Rediscovering Market Segmentation, Harvard Business Review website OnlineZyrtec (2014) Retrieved March 25 from website: http://www.zyrtec.com/Zyrtec Facebook Page (2014) Retrieved March 25 from website: https://www.facebook.com/#!/ZYRTECZyrtec You Tube Ad (2009) Retrieved March 25 from website: http://www.youtube.com/watch?v=trzJ3Y-i5-QZyrtec You Tube Ad (2011) Retrieved March 25 from website: http:/ /www.youtube. com/watch?v=kq3W6TvCB74