M7 Flashcards
It involves disseminating information about a product, product line, brand, or company.
Promotion
To generate sales and profits, the benefits of products have to be communicated to customers.
Promotion
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.
Promotion mix
The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost.
Advertising
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.
Advertising
the marketing communications mix
Promotion mix
the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
Promotion mix
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
PSR (Professional Service Representative)
the company’s emissaries, ambassadors of goodwill
PSR (Professional Service Representative)
The primary target markets of promo tools are the __________ and ____________.
physicians and dentist
The secondary target markets for ethical drug products are the ___________.
pharmacists
ETHICAL DRUG PRODUCTS
Such advertisements should usually contain, among others:
●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
The authority endorsers at the point-of-sales for OTC drug products in drugstores are none other than the ___________
pharmacists
OTC/PROPRIETARY DRUG PRODUCTS
●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
ELEMENTS OF PROMOTION MIX
Personal Selling
Sales Promotion
Publicity
Public Relations
Direct Mail
Trade Fairs and Exhibitions
Advertising
Sponsorships
Online promotions
Other related tools such as:
◦Point of purchase displays
◦Merchandising
◦Scientific medical fora and the like
◦Poster sessions
occurs where an individual salesperson sells a product, service, or solution to a client
Personal selling
the company’s most expensive promotional tools
Personal selling
Is an oral communication with potential buyers of a product with the intention of making a sale?
Personal selling
It may focus initially on developing a relationship with the potential buyer but ultimately end with an attempt to close the deal.
Personal selling
any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service
Sales Promotion
Additional products added for free at the price of the original product.
Bonus-packed offers
a gift item or another drug product attached to the original product
Piggy-back offers
entitles a buyer to win a prize for every purchase of certain OTC drugs
Pick and win Promo
entitles a buyer one raffle ticket for every purchase of any drug product
Raffle promo
entitle a buyer to a stamp worth 100 points for every 100 pesos worth of purchase
Trading Stamps
entitle a buyer for example to a 2 pesos refund for every box of Nutroplex Syrup returned/submitted in specified redemption centers
Rebates
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
Premium Promo
entitles a buyer for similar item for free
Free Goods promo
entitles, for example, a drugstore clerk 100 pesos for every bottle
Pin money
a drugstore clerk, for example, is entitled to win an instant prize wherever he/she recommends an OTC drug
Mystery buyer
conducted during special seasons of the year
Sale Campaign
Sales Promotion for Ethical Drug Products
●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
Refers to non – personal communications non directly paid for or run under identified sponsorship
Publicity
Techniques used to gain publicity includes:
◦ Press conferences
◦ Feature articles
◦ Films and photographs
Concerned with establishing an individual relationship between the business offering a product and the final customer
Direct marketing
Defined as the planned recording, analysis, and tracking of customer’s behavior to develop relational marketing strategies.
Direct marketing
A communication method used by businesses to convey a positive image to a target audience and the general public.
Public Relations
Public relations methods can include
press releases, community involvement, and speaking at public forums
Small companies with small advertising budgets can use public relations as an ____________
inexpensive medium
the financial or inkind support of an activity, used primarily to reach specified business goals
Sponsorship
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
Trade shows and exhibitions
A marketing effort that uses a mail service to deliver a promotional printed piece to your target audience.
Direct mail
Direct mail advantage
Lets you communicate one-on-one with your target audience.
Advertising claims must be
accurate, truthful, and substantiated
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 ________
6 months
Displays may be built by:
◦Drugstore owner
◦Dealer
◦Branch manager
◦Company’s representative
SILENT SALESMAN
Displays
the most effective and long lasting
Dealer display
most often the basic display materials provided by the company’s head offices
Displays built by the company’s representative
the most important link between advertising and your brand when the consumer gets into the drugstore
product posters and streamers
Always place your posters at eye level or higher, never ________
Lower
There are four position for displays:
- At the point-of-purchase (POP)
- On the store floor
- On preferential shelf space
- In the store window
undoubtedly the best of the four positions
Point-of-Purchase
the best place for a mass displays of OTC/Proprietary brands
Store floor
part of the fixtures which is in a commanding position
Preferential shelf space
most effective in main thoroughfares
Window Display
