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PHME MIDTERMS > M7 > Flashcards

M7 Flashcards

1
Q

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

A

Promotion

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2
Q

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

A

Promotion

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3
Q

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.

A

Promotion mix

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4
Q

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

A

Advertising

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5
Q

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.

A

Advertising

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6
Q

the marketing communications mix

A

Promotion mix

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7
Q

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

A

Promotion mix

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8
Q

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

A

PSR (Professional Service Representative)

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9
Q

the company’s emissaries, ambassadors of goodwill

A

PSR (Professional Service Representative)

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10
Q

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

A

physicians and dentist

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11
Q

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

A

pharmacists

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12
Q

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

A

●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

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13
Q

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

A

pharmacists

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14
Q

OTC/PROPRIETARY DRUG PRODUCTS

A

●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

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15
Q

ELEMENTS OF PROMOTION MIX

A

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

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16
Q

Other related tools such as:

A

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

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17
Q

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

A

Personal selling

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18
Q

the company’s most expensive promotional tools

A

Personal selling

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19
Q

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

A

Personal selling

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20
Q

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

A

Personal selling

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21
Q

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

A

Sales Promotion

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22
Q

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

A

Bonus-packed offers

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23
Q

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

A

Piggy-back offers

24
Q

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

A

Pick and win Promo

25
Q

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

A

Raffle promo

26
Q

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

A

Trading Stamps

27
Q

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

A

Rebates

28
Q

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

A

Premium Promo

29
Q

entitles a buyer for similar item for free

A

Free Goods promo

30
Q

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

A

Pin money

31
Q

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

A

Mystery buyer

32
Q

conducted during special seasons of the year

A

Sale Campaign

33
Q

Sales Promotion for Ethical Drug Products

A

●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

34
Q

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

A

Publicity

35
Q

Techniques used to gain publicity includes:

A

◦ Press conferences
◦ Feature articles
◦ Films and photographs

36
Q

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

A

Direct marketing

37
Q

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

A

Direct marketing

38
Q

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

A

Public Relations

39
Q

Public relations methods can include

A

press releases, community involvement, and speaking at public forums

40
Q

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

A

inexpensive medium

41
Q

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

A

Sponsorship

42
Q

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

A

Trade shows and exhibitions

43
Q

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

A

Direct mail

44
Q

Direct mail advantage

A

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

45
Q

Advertising claims must be

A

accurate, truthful, and substantiated

46
Q

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 ________

A

6 months

47
Q

Displays may be built by:

A

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

48
Q

SILENT SALESMAN

A

Displays

49
Q

the most effective and long lasting

A

Dealer display

50
Q

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

A

Displays built by the company’s representative

51
Q

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

A

product posters and streamers

52
Q

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

A

Lower

53
Q

There are four position for displays:

A
  1. At the point-of-purchase (POP)
  2. On the store floor
  3. On preferential shelf space
  4. In the store window
54
Q

undoubtedly the best of the four positions

A

Point-of-Purchase

55
Q

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

A

Store floor

56
Q

part of the fixtures which is in a commanding position

A

Preferential shelf space

57
Q

most effective in main thoroughfares

A

Window Display

PHME MIDTERMS (5 decks)

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