Chapter 9: Promotions Mix Flashcards

1
Q

To create product awareness. And invite more users increasing customer traffic

A

Importance of promotion

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2
Q

2 types of Promotional Methods

A

Marketer controlled methods

Marketer Influence

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3
Q

The message, the medium and delivery are directly managed through monetary payment.

A

Marketer-controlled methods

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4
Q

Is said to be the person or entity that delivers the message

A

Compensation

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5
Q

It is any paid, non personal presentation promoting ideas goods or services

A

Advertising

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6
Q

Is the most expensive medium of promiting otc

A

Tv advertising

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7
Q

Print message

A
Newspaper
Magazine
Newsletter
Outdoor ads
Yellow pages
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8
Q

Broadcast message

A

Radio

Prodcasting

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9
Q

Internet advertising

A

Website banners

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10
Q

Is any oral presentation to customers as individuals or group
It involves interaction bet 2 or more people
It is one of the most expensive but most effective forms

A

Personal selling

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11
Q

A short, scripted discourse to deliver a message in the time it takes a ride an elevator

A

Elevator speech

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12
Q

5 step process for personal selling

A
Prelim stage: Gather Patient info
Assess information
Ask probing questions
Present features and benefits
Address concerns
Make the offer
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13
Q

Also known as database marketing, direct mail, mail order, interactive technology
It is individualized nonpersonal
Non personal bec consumer contacts come from a database

A

Direct marketing

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14
Q

Primary components of direct marketing

A
  • Customer database

- delivery vehicle

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15
Q

Contains demographic information, purchasing habits credit history

A

Customer database

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16
Q

Is the medium used to contact database customer with a message or offer

A

Delivery vehicle

17
Q

Any promotional communication used to promote a quick sale or action
Are best conduced in combination with other forms of marketing communication

A

Sales promotion

18
Q

Sales promotion aimed at a business

They are used by manufacturers and others to encourage retail business to put extra effort

A

Trade promotions

19
Q

Sales promotion

A
Discount coupons for patients
Prescription for a cause
Gifts for the needy
Medical mission or free clinic
Other sales promotion
20
Q

Touches on humanitarian nature of the prescriber of allowing patients to enjoy discounts

A

Discount coupon for patients

21
Q

Touched on civic mindedness of the prescriber to endorse certain ethical drug product

A

Prescription for a cause

22
Q

Touches on the generosity of prescribers to render service for free

A

Gifts for the needy

23
Q

2 types of marketer influenced method

A

Public relations

Buzz marketing

24
Q

Commonly called PR

Process of builing a positive image in the minds of the public

A

Public reaction

25
Is the key to the element of PR
Publicity
26
Commonly called as "Word of month" | Technique that attempts to make each encounter with a consumer appear
Buzz marketing
27
Is an outline for accomplishinh marketing objectives | Element of overall marketing plan
Promotional plan
28
Should be originated from and complement the overall objectives Usually based on a statement about POSITIONING STRATEGY
Defining the objective
29
Describe the personality of the band, which established and reinforced in all promotional communication
Positioning statement
30
Inform Persuade Remind
The desire outcome of promotional pharmacy products
31
Involves deciding what one wants to say to target customers and determining how to say it
Crafting a message and strategy
32
Formulating a message to customers requires the marketer
What to say(message content) How to say it in words (message structure) How to say it in images (message format) Who should say it (message source)
33
Measuring the result ff:
1. Recording responses 2. Opinions 3. Surveys
34
One of the most important ways to improve you advertising is to record info
Recording response
35
One of the easiest ways to get info
Opinions
36
A full survey can give you good results that tell you about reactions of potential customer
Surveys
37
Is any type of communication designed to inform, educate or persuade - Is communicating a message to prompt some immediate
Promotions