10. In an open letter to the makers of Alka-Seltzer, the following questions were posed by Ries,...

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10. In an open letter to the makers of Alka-Seltzer, the following questions were posed by Ries, Cappiello, Colwell, a New York advertising agency: Why did you spend $23 million to promote a product that everyone knows about? Why did you spend $23 million to promote a product that is mostly bicarbonate and as¬

pirin? Why not put some of that money into your laboratories? Why not de¬

velop new products that are worth advertising? Comment.

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