Introduction: Viagra has helped men with erectile dysfunctions have proper erections for more than ten years. It has made couples have happier sexual relations. Usually when a man has problems having erections, it is because of age or medical problems, he will then use the very well known drug, Viagra. Viagra is prescribed by doctors, to treat erectile dysfunction. The topic of the following textis the evolution of marketing for Viagra.
Brief history of the product: Sildenafil was discovered in 1996, by a group of pharmaceutical chemists working at Pfizer's Sandwich, Kent, research facility in England. It was initially studied for use in hypertension and angina pectoris (heart disease). The main objective was to find a way to counter these problems, but with many tests, the chemistsfound out that it increased blood pressure in some part of the human body like the penis. They then decided to continue with this discovery and perfect their methods so they could put this product on the market (1998 in the United-States), mainly the older people with erectile dysfunctions. Now Pfizer INC. is the leader of this section of products (medicinal drugs) and is now worth over 48,371billion of dollars.
Past marketing versus modern marketing: Advertisement, like human generations, changes throughout the years. They change in many aspects but are mainly focused on the image projected to the public. Not only the image changes. The idea or message transmitted to the clients through their advertisement campaigns can also drastically change.
In the case of Viagra, the shortperiod of the creation of this product restrains the numerous major changes to just a few.
Type: Musical and informative advertisement
Description: A group of friends are playing music in a bar. They sing and have fun till the narrator comes in and informs the clients about the product they are trying to sell.
Lyrics: They are addressed to women but more precisely the ones in arelationship. Pfizer wants people to understand that Viagra can help the couple in their sexual activity.
Emotions of the musicians: They seem to have a better life since they have been using Viagra.
Instructions of the narrator: It informs the public of many things. The use of this product, how to obtain it and the possible dangers/ consequences of using Viagra.
Type: FamilyDescription: A husband and his wife are washing the dishes. They look pretty upset when suddenly, a Barry White song comes in saying ‘’ we’d shared loved and made love… I just can’t get enough of your love babe’’. This seems to invigorate the couple and they start dancing. Finally, the classic ending, their daughter walks in when they are in each others arms and says ewwwwwwww…
Narratorscomment: He lets people know that erectile dysfunction is a problem with an easy solution which is VIAGRA ©. By the end of this commercial, he slips in a few words (marketing trick) to make you believe that they are not making you buy it, but that if you use this, you will have a better sexual life.
Character emotions: They seem to have fun by dancing and their boring usual routine seems to havebeen replaced by an exciting relationship.
The ending clash: The daughter walking in is none other then a common stereotype where children find their parents love gross and inappropriate.
As mentioned, the short period of the existence of VIAGRA reduces the differences between the commercials. Many common points are repeated even after a 10 year spread. The information inside the ads has beenreduced by more then half and the happy emotions persist. The logo has also changed and there are no more website links. This is logical since back then, in 1998, the product was new and the clients had no idea what this product was and weren’t aware of the dangers that could come along with it. Nowadays, a 14 year old kid could easily explain in simple words what VIAGRA is used for. Finally,...
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