Subject Index
 

In March 1998 Pfizer Inc., the world's largest research-based pharmaceutical company, won FDA approval of its anti-impotency drug, Viagra. Because of the nature of the condition it was meant ...

Some products are so revolutionary that they shoot to fame without advertising. Viagra falls into that category. So why advertise at all? The answer is simple—awareness alone is not enough. Sales took ...

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment. In accordance with the guidelines governing the marketing of prescrip ...

In spite of high awareness of Viagra sufferers from erection problemshave been reluctant to seek help. Added difficulties included lack of screening by doctors and the heavy regulation of advertising ...