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Biotech / Medical : VVUS: VIVUS INC. (NASDAQ) -- Ignore unavailable to you. Want to Upgrade?

To: LoLoLoLita who wrote (4475)	1/12/1998 2:25:00 PM
From: Zebra 365	Respond to of 23519

David Television is included. A folder in material sent to me showed serial TV screens with "ATTENTION IMPOTENT MEN", then "IMPOTENCE IS OPTIONAL", then "IMPOTENCE IS NOT ABOUT A LACK OF DESIRE. IT'S ABOUT A LACK OF INFORMATION" Verbatim from this same folder(yellow on black): <<<NOW YOU CAN GIVE THEM AN EASY ANSWER>>> <<<Nationwide television and magazine advertising will lift the covers off America's least discussed, most under-treated male medical problem---erectile dysfunction (ED, or impotence)---starting this February. The campaign will tell couples that ED is treatable, that treatment is available now and is as near as their personal physician. You can expect the estimated 20 million American men wih ED to approach their physicians with questions.>>> Message 3144625 <<<December 23, 1997 (from the MUSE promotion and education package letter, see the above link for the full letter) Dear Dr. Primary Physician: In February, you and your patients will see nationwide television and magazine advertising telling the 20 million men in the U.S. with erectile dysfunction (impotence) that they are not alone in experiencing this treatable, vascular disorder----and that MUSE (alprostadil) is a locally-acting, effective and convenient treatment.>>> Zebra

To: LoLoLoLita who wrote (4475)	1/12/1998 7:38:00 PM
From: blankmind	Read Replies (1) \| Respond to of 23519

-- All advertising is charged off to expense as incurred. None is capitalized. -- I wouldn't worry about the ad campaign costing $20 million. Any company that has any sense does a cost/benefit by asking this question: Will the change in sales more than offset the additional costs to promote? -- Hence, if Vivus does $3 mill in advertising and generates no additional sales, they'll never approach $20 mill. But, if they do $3 mill & generate $15 mill; then let them do $20 mill in advertising. Means it is working. Out.