M7

Question 1

It involves disseminating information about a product, product line, brand, or company.

Answer 1

Promotion

Question 2

To generate sales and profits, the benefits of products have to be communicated to customers.

Answer 2

Promotion

Question 3

Specific combination of promotional methods such as print or broadcast advertising, direct marketing, personal selling, point of sale display, merchandising, used for one product, or a family of products.

Answer 3

Promotion mix

Question 4

The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost.

Answer 4

Advertising

Question 5

Any paid form of non – personal presentation and promotion of ideas, goods, and services through mass media such as newspapers, magazines, television, or radio by an identified sponsor.

Answer 5

Advertising

Question 6

the marketing communications mix

Answer 6

Promotion mix

Question 7

the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Answer 7

Promotion mix

Question 8

medical representative deployed in various places of the country conducting regular visits and optimizing whatever promotional activities in accordance to company guidelines for certain products

Answer 8

PSR (Professional Service Representative)

Question 9

the company’s emissaries, ambassadors of goodwill

Answer 9

PSR (Professional Service Representative)

Question 10

The primary target markets of promo tools are the __________ and ____________.

Answer 10

physicians and dentist

Question 11

The secondary target markets for ethical drug products are the ___________.

Answer 11

pharmacists

Question 12

ETHICAL DRUG PRODUCTS
Such advertisements should usually contain, among others:

Answer 12

●Name(s) of the active ingredient(s)
●Brand name; content of active ingredient(s) per dosage form
●Name of other ingredients known to cause problems
●Approved therapeutic uses
●Side-effects and major adverse drug reactions
●Precautions, contraindications, and warnings
●Name and address of manufacturer or distributor
●Reference to scientific literature as appropriate

Question 13

The authority endorsers at the point-of-sales for OTC drug products in drugstores are none other than the ___________

Answer 13

pharmacists

Question 14

OTC/PROPRIETARY DRUG PRODUCTS

Answer 14

●Name(s) of the active ingredient(s)
●Major indication(s) for use
●Major precautions, contraindications, and warnings ●Name and address of manufacturer or distributor ●Information on price to the consumer

Question 15

ELEMENTS OF PROMOTION MIX

Answer 15

Personal Selling
Sales Promotion
Publicity
Public Relations
Direct Mail
Trade Fairs and Exhibitions
Advertising
Sponsorships
Online promotions

Question 16

Other related tools such as:

Answer 16

◦Point of purchase displays
◦Merchandising
◦Scientific medical fora and the like
◦Poster sessions

Question 17

occurs where an individual salesperson sells a product, service, or solution to a client

Answer 17

Personal selling

Question 18

the company’s most expensive promotional tools

Answer 18

Personal selling

Question 19

Is an oral communication with potential buyers of a product with the intention of making a sale?

Answer 19

Personal selling

Question 20

It may focus initially on developing a relationship with the potential buyer but ultimately end with an attempt to close the deal.

Answer 20

Personal selling

Question 21

any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service

Answer 21

Sales Promotion

Question 22

Additional products added for free at the price of the original product.

Answer 22

Bonus-packed offers

Question 23

a gift item or another drug product attached to the original product

Answer 23

Piggy-back offers

Question 24

entitles a buyer to win a prize for every purchase of certain OTC drugs

Answer 24

Pick and win Promo

Question 25

entitles a buyer one raffle ticket for every purchase of any drug product

Answer 25

Raffle promo

Question 26

entitle a buyer to a stamp worth 100 points for every 100 pesos worth of purchase

Answer 26

Trading Stamps

Question 27

entitle a buyer for example to a 2 pesos refund for every box of Nutroplex Syrup returned/submitted in specified redemption centers

Answer 27

Rebates

Question 28

entitles the buyer to buy a premium item on display, for example, an umbrella for only 20 pesos for ever 50 pesos worth of purchase of participating OTC

Answer 28

Premium Promo

Question 29

entitles a buyer for similar item for free

Answer 29

Free Goods promo

Question 30

entitles, for example, a drugstore clerk 100 pesos for every bottle

Answer 30

Pin money

Question 31

a drugstore clerk, for example, is entitled to win an instant prize wherever he/she recommends an OTC drug

Answer 31

Mystery buyer

Question 32

conducted during special seasons of the year

Answer 32

Sale Campaign

Question 33

Sales Promotion for Ethical Drug Products

Answer 33

●Discount Coupons for patients ●Gifts for the needy ●Prescription for a cause ●Medical mission or Free Clinic Operations ●Other sales promo such as conferences and conventions, study grants

Question 34

Refers to non – personal communications non directly paid for or run under identified sponsorship

Answer 34

Publicity

Question 35

Techniques used to gain publicity includes:

Answer 35

◦ Press conferences ◦ Feature articles ◦ Films and photographs

Question 36

Concerned with establishing an individual relationship between the business offering a product and the final customer

Answer 36

Direct marketing

Question 37

Defined as the planned recording, analysis, and tracking of customer’s behavior to develop relational marketing strategies.

Answer 37

Direct marketing

Question 38

A communication method used by businesses to convey a positive image to a target audience and the general public.

Answer 38

Public Relations

Question 39

Public relations methods can include

Answer 39

press releases, community involvement, and speaking at public forums

Question 40

Small companies with small advertising budgets can use public relations as an ____________

Answer 40

inexpensive medium

Question 41

the financial or inkind support of an activity, used primarily to reach specified business goals

Answer 41

Sponsorship

Question 42

An excellent way to promote your business and the products and services that you offer. They are also a great way to network with other industry members and grow your customer base

Answer 42

Trade shows and exhibitions

Question 43

A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.

Answer 43

Direct mail

Question 44

Direct mail advantage

Answer 44

Lets you communicate one-on-one with your target audience.

Question 45

Advertising claims must be

Answer 45

accurate, truthful, and substantiated

Question 46

Ads stating that a product is "new," "just released," or similar claims must only be used for a product that has been released within the past ________

Answer 46

6 months

Question 47

Displays may be built by:

Answer 47

◦Drugstore owner ◦Dealer ◦Branch manager ◦Company’s representative

Question 48

SILENT SALESMAN

Answer 48

Displays

Question 49

the most effective and long lasting

Answer 49

Dealer display

Question 50

most often the basic display materials provided by the company’s head offices

Answer 50

Displays built by the company’s representative

Question 51

the most important link between advertising and your brand when the consumer gets into the drugstore

Answer 51

product posters and streamers

Question 52

Always place your posters at eye level or higher, never ________

Answer 52

Lower

Question 53

There are four position for displays:

Answer 53

1. At the point-of-purchase (POP) 2. On the store floor 3. On preferential shelf space 4. In the store window

Question 54

undoubtedly the best of the four positions

Answer 54

Point-of-Purchase

Question 55

the best place for a mass displays of OTC/Proprietary brands

Answer 55

Store floor

Question 56

part of the fixtures which is in a commanding position

Answer 56

Preferential shelf space

Question 57

most effective in main thoroughfares

Answer 57

Window Display