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Essay / Research Paper Abstract
A 12 page discussion of the marketing employed by GlaxoSmithKline and Pfizer in marketing these two popular drugs. This paper addresses the factors that determine marketing design and consumer purchasing behavior. The lack of information regarding potential adverse side effects in most of these ads is illuminated. Bibliography lists 6 sources.
Page Count:
12 pages (~225 words per page)
File: AM2_PPdrgMrktViagra.rtf
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Unformatted sample text from the term paper:
Introduction Pharmaceutical advertising is big business. It is also highly controversial business. Branding, it seems, can make or break a drug.
No better example exists to support this contention that the advertising history of two of the drugs being used to treat erectile dysfunction. Those drugs are Pfizer Drug
Companys Viagra and GlaxoSmithKlines Levitra. They are two of three players in the competition for what is estimated at a 1.5 billion dollar market (World Analysis, 2004). Both
of the drug companies that have developed and marketed these drugs have effectively demonstrated that direct to consumer advertising is successful. Not only is the degree of that success
variable, however, it apparently rests more on the appeal of the ads than on the varying degrees of risk information that are presented in those ads. Most consumers, in
fact, seem barely cognizant of the fact that there is risk information presented in these ads. The vast majority of consumers that suffer from erectile dysfunction, in fact, have
not even tried these drugs! Background Advertising could
be contended to be one of the most influential factors of our modern life. Advertising can, of course, take a variety of forms. When approaching the consumer market
some market strategist identify only two possible avenues for a business: employing a long-term carefully-planned marketing strategy or utilizing a more spur of the moment approach which allows one
to take advantage of various unexpected opportunities as they present themselves. In pharmaceutical advertising in particular there are distinct differences in
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