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Pharm ad 2 > Chapter 9: Promotions Mix > Flashcards

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
Q

Is the key to the element of PR

A

Publicity

26
Q

Commonly called as “Word of month”

Technique that attempts to make each encounter with a consumer appear

A

Buzz marketing

27
Q

Is an outline for accomplishinh marketing objectives

Element of overall marketing plan

A

Promotional plan

28
Q

Should be originated from and complement the overall objectives
Usually based on a statement about POSITIONING STRATEGY

A

Defining the objective

29
Q

Describe the personality of the band, which established and reinforced in all promotional communication

A

Positioning statement

30
Q

Inform
Persuade
Remind

A

The desire outcome of promotional pharmacy products

31
Q

Involves deciding what one wants to say to target customers and determining how to say it

A

Crafting a message and strategy

32
Q

Formulating a message to customers requires the marketer

A

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
Q

Measuring the result ff:

A
  1. Recording responses
  2. Opinions
  3. Surveys
34
Q

One of the most important ways to improve you advertising is to record info

A

Recording response

35
Q

One of the easiest ways to get info

A

Opinions

36
Q

A full survey can give you good results that tell you about reactions of potential customer

A

Surveys

37
Q

Is any type of communication designed to inform, educate or persuade
- Is communicating a message to prompt some immediate

A

Promotions

Pharm ad 2 (1 decks)

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