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A 46-country survey by the Nielsen Co. (Adweek’s parent) found illness brings out people’s brand loyalty. The most common ills are headache, colds and back ache, with 42 percent of respondents having had a head-ache in the previous four weeks. So, what do people do about such ailments? “Nearly half (42 percent) said they reached for their usual ‘tried and tested’ medication at home.” In North America, 68 percent took this approach.
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