Podcast
Questions and Answers
True or False? Online reviews of clinicians have been found to have little effect in terms of an individual's choice of a physician.
True or False? Online reviews of clinicians have been found to have little effect in terms of an individual's choice of a physician.
False (B)
True or False? The large majority of boomers are concerned with the accuracy of information on social media sites.
True or False? The large majority of boomers are concerned with the accuracy of information on social media sites.
False (B)
True or False? Fear appeals in advertising have not been found to be very effective because consumers turn away from them because of their anxiety-producing effects.
True or False? Fear appeals in advertising have not been found to be very effective because consumers turn away from them because of their anxiety-producing effects.
False (B)
True or False? Moderate fear appeals have been found to be effective in inducing positive behavior change in low-involvement situations.
True or False? Moderate fear appeals have been found to be effective in inducing positive behavior change in low-involvement situations.
True or False? The major challenge with using humor as an emotional approach in messaging is that this emotion is often specific to the individual.
True or False? The major challenge with using humor as an emotional approach in messaging is that this emotion is often specific to the individual.
True or False? When considering the channel in the communication process, the major delineation is whether it is personal or done over the Internet.
True or False? When considering the channel in the communication process, the major delineation is whether it is personal or done over the Internet.
True or False? A problem with using the interpersonal channel of communication is the lack of total control.
True or False? A problem with using the interpersonal channel of communication is the lack of total control.
True or False? Health care has historically relied on opinion leaders in a word-of-mouth channel of communication.
True or False? Health care has historically relied on opinion leaders in a word-of-mouth channel of communication.
True or False? For communication to occur, a message must be decoded by the receiver the same way it was encoded by the sender.
True or False? For communication to occur, a message must be decoded by the receiver the same way it was encoded by the sender.
True or False? Noise in the channel of communication can be created by the sender or by the channel itself.
True or False? Noise in the channel of communication can be created by the sender or by the channel itself.
True or False? The physician's gender has been found to have no effect on the patient-physician interaction.
True or False? The physician's gender has been found to have no effect on the patient-physician interaction.
True or False? Patients of female physicians have been found to talk more.
True or False? Patients of female physicians have been found to talk more.
True or False? A hospital in a particular community has been very proactive about controlling their healthcare costs. Over the past month, the local newspaper has run a series of stories highlighting the rising cost of health care. When the hospital did a community survey on their image a month later, they were rated poorly on cost-effectiveness. In this example, channel noise was the problem, not the hospital's poor encoding process.
True or False? A hospital in a particular community has been very proactive about controlling their healthcare costs. Over the past month, the local newspaper has run a series of stories highlighting the rising cost of health care. When the hospital did a community survey on their image a month later, they were rated poorly on cost-effectiveness. In this example, channel noise was the problem, not the hospital's poor encoding process.
True or False? The major advantage of the interpersonal channel is the immediacy of feedback.
True or False? The major advantage of the interpersonal channel is the immediacy of feedback.
True or False? Advertising is any indirectly paid form of promotion of goods or services.
True or False? Advertising is any indirectly paid form of promotion of goods or services.
True or False? A hospital offers a coupon in the newspaper for a free heart-healthy assessment for individuals over age 60 for 2 weeks after opening the new heart center. This is an example of a sales promotion strategy.
True or False? A hospital offers a coupon in the newspaper for a free heart-healthy assessment for individuals over age 60 for 2 weeks after opening the new heart center. This is an example of a sales promotion strategy.
True or False? The right message delivered to the correct audience is the major goal of any successful promotional strategy.
True or False? The right message delivered to the correct audience is the major goal of any successful promotional strategy.
True or False? Owned media are all media owned by third-party, for-profit organizations.
True or False? Owned media are all media owned by third-party, for-profit organizations.
True or False? When patients post a story about the great care they received at a medical group on their own Facebook page, this might be considered earned media.
True or False? When patients post a story about the great care they received at a medical group on their own Facebook page, this might be considered earned media.
True or False? All of the following are unique key advantages of advertising in terms of control as part of the promotional mix: what is said, to whom it is said, when it is said, and why it is said.
True or False? All of the following are unique key advantages of advertising in terms of control as part of the promotional mix: what is said, to whom it is said, when it is said, and why it is said.
True or False? A major limitation of advertising over publicity is that advertising has credibility issues.
True or False? A major limitation of advertising over publicity is that advertising has credibility issues.
True or False? When buyers are somewhat aware of the service or product and have financial resources, advertising can be most effective.
True or False? When buyers are somewhat aware of the service or product and have financial resources, advertising can be most effective.
True or False? Advertising can be very useful in the later stages of a product's life to begin bringing back declining sales by making more customers aware of the product or service.
True or False? Advertising can be very useful in the later stages of a product's life to begin bringing back declining sales by making more customers aware of the product or service.
True or False? The less observable the tangible features are of a product or service, the more beneficial it may be to use advertising as a key component of the promotional mix.
True or False? The less observable the tangible features are of a product or service, the more beneficial it may be to use advertising as a key component of the promotional mix.
True or False? As media costs on television have risen dramatically, the cost per contact of advertising is far higher than personal selling.
True or False? As media costs on television have risen dramatically, the cost per contact of advertising is far higher than personal selling.
True or False? The more that individuals are involved in the decision to purchase a product or service, the greater the likelihood that personal selling over advertising may be a component of the promotional mix for the seller.
True or False? The more that individuals are involved in the decision to purchase a product or service, the greater the likelihood that personal selling over advertising may be a component of the promotional mix for the seller.
True or False? E-detailing is classified as personal selling, although it occurs without face-to-face interaction between a customer and a salesperson.
True or False? E-detailing is classified as personal selling, although it occurs without face-to-face interaction between a customer and a salesperson.
True or False? E-detailing can be defined as the asynchronous presentation of goods and services.
True or False? E-detailing can be defined as the asynchronous presentation of goods and services.
True or False? Riskier product purchases require that advertising be a greater part of the promotional mix of the seller over personal sales in order to continue to send messages reassuring the potential buyer that there is little risk of purchase.
True or False? Riskier product purchases require that advertising be a greater part of the promotional mix of the seller over personal sales in order to continue to send messages reassuring the potential buyer that there is little risk of purchase.
True or False? In the actual purchase stage, personal sales are often more important than advertising.
True or False? In the actual purchase stage, personal sales are often more important than advertising.
True or False? Personal sales play little role in the post-purchase stage with the buyer.
True or False? Personal sales play little role in the post-purchase stage with the buyer.
True or False? The greatest weakness of publicity as a tool of the promotional mix is the lack of control over how the message is encoded and the timing of the message.
True or False? The greatest weakness of publicity as a tool of the promotional mix is the lack of control over how the message is encoded and the timing of the message.
True or False? Public relations has two important roles for healthcare organizations: promoting the good deeds that occur within the organization and crisis management.
True or False? Public relations has two important roles for healthcare organizations: promoting the good deeds that occur within the organization and crisis management.
True or False? The major reason why health care has been hesitant to use sales promotion strategies is because of reimbursement requirements.
True or False? The major reason why health care has been hesitant to use sales promotion strategies is because of reimbursement requirements.
True or False? For sponsorships to be effective, there should be a degree of congruence between the event and the organization.
True or False? For sponsorships to be effective, there should be a degree of congruence between the event and the organization.
True or False? A common sales promotion used by the pharmaceutical industry is samples.
True or False? A common sales promotion used by the pharmaceutical industry is samples.
True or False? Pharmaceutical companies give free samples to physicians, but research has shown that this has little impact in increasing prescriptions for the product.
True or False? Pharmaceutical companies give free samples to physicians, but research has shown that this has little impact in increasing prescriptions for the product.
True or False? Hospitals no longer distribute free samples of formula to new mothers in maternity units because there was concern that some of the samples had been expired by the time of distribution.
True or False? Hospitals no longer distribute free samples of formula to new mothers in maternity units because there was concern that some of the samples had been expired by the time of distribution.
True or False? Pharmaceutical companies have increased the amount of sampling to physicians because the federal government has limited television advertising to consumers.
True or False? Pharmaceutical companies have increased the amount of sampling to physicians because the federal government has limited television advertising to consumers.
True or False? Under Affordable Care Act regulations, the medical loss ratio required insurance companies to pay out at least 80% of their premiums annually in insurance claims.
True or False? Under Affordable Care Act regulations, the medical loss ratio required insurance companies to pay out at least 80% of their premiums annually in insurance claims.
True or False? Physician sales forces are often used in the growth stage of the product life cycle.
True or False? Physician sales forces are often used in the growth stage of the product life cycle.
True or False? In a push strategy, the manufacturer tries to move their product by working with the intermediaries in the channel of distribution.
True or False? In a push strategy, the manufacturer tries to move their product by working with the intermediaries in the channel of distribution.
True or False? Doctor-led discussion groups are an example of a push strategy by pharmaceutical companies.
True or False? Doctor-led discussion groups are an example of a push strategy by pharmaceutical companies.
True or False? In a pull strategy, the intermediaries pull the customer to the manufacturer.
True or False? In a pull strategy, the intermediaries pull the customer to the manufacturer.
True or False? A university academic medical center invites physicians in the region to a homecoming football weekend and a morning medical education conference (with continuing medical education credits for attendance). The purpose is to encourage referrals to the academic medical center by reinforcing relationships. This is an example of implementing the push strategy.
True or False? A university academic medical center invites physicians in the region to a homecoming football weekend and a morning medical education conference (with continuing medical education credits for attendance). The purpose is to encourage referrals to the academic medical center by reinforcing relationships. This is an example of implementing the push strategy.
True or False? In recent years, many pharmaceutical companies have changed their promotional strategies from a push to a pull strategy in terms of their communication approach in order to get physicians to write scripts for their brand of drugs.
True or False? In recent years, many pharmaceutical companies have changed their promotional strategies from a push to a pull strategy in terms of their communication approach in order to get physicians to write scripts for their brand of drugs.
In an indirect competitive advertisement, a product or hospital compares itself:
In an indirect competitive advertisement, a product or hospital compares itself:
Fear appeals can backfire when:
Fear appeals can backfire when:
Word-of mouth information from family and friends is referred to as:
Word-of mouth information from family and friends is referred to as:
The major difference between channels is:
The major difference between channels is:
For communication to be effective:
For communication to be effective:
The gender of the physician has been found to create differences in the patient interaction. Which dyad represents the greatest possible noise in the physician-patient relationship?
The gender of the physician has been found to create differences in the patient interaction. Which dyad represents the greatest possible noise in the physician-patient relationship?
Short-term inducements to buy a product or service are:
Short-term inducements to buy a product or service are:
Advertising is distinguished from other promotional tools in that it is:
Advertising is distinguished from other promotional tools in that it is:
The ever-increasing fragmentation of communication in the channel has created the need for:
The ever-increasing fragmentation of communication in the channel has created the need for:
The media that might be considered to have the highest form of credibility is:
The media that might be considered to have the highest form of credibility is:
When an advertiser pays for a message, they have control. Which element is not a factor over which they have control?
When an advertiser pays for a message, they have control. Which element is not a factor over which they have control?
Which of the following factors is not a situation in which advertising can be effective?
Which of the following factors is not a situation in which advertising can be effective?
When does advertising tend to work best?
When does advertising tend to work best?
The major strength of personal selling is that it:
The major strength of personal selling is that it:
Which of the following is not an advantage of personal selling over advertising?
Which of the following is not an advantage of personal selling over advertising?
Personal selling is more often used in which product?
Personal selling is more often used in which product?
The DMU refers to which of the following?
The DMU refers to which of the following?
If a product or service has significant risk in the purchase, an organization might allocate a greater percentage of its promotional budget toward:
If a product or service has significant risk in the purchase, an organization might allocate a greater percentage of its promotional budget toward:
In the prepurchase stage, which promotional tool plays a significant role in affecting or influencing the buyer?
In the prepurchase stage, which promotional tool plays a significant role in affecting or influencing the buyer?
Because the buyer often suffers from postpurchase anxiety:
Because the buyer often suffers from postpurchase anxiety:
The greatest advantage of over advertising as a promotional tool is that it:
The greatest advantage of over advertising as a promotional tool is that it:
Crisis management is one of the major roles that is addressed by:
Crisis management is one of the major roles that is addressed by:
The greatest weakness to publicity as a promotional tool is that:
The greatest weakness to publicity as a promotional tool is that:
Which of the following promotional tools is only useful as a supplemental aspect of the promotional mix?
Which of the following promotional tools is only useful as a supplemental aspect of the promotional mix?
Negative information about an organization:
Negative information about an organization:
The importance of using sales promotions in traditional industries is seen by the fact that:
The importance of using sales promotions in traditional industries is seen by the fact that:
The 80/20 standard requires that health insurers devote 80% of their premiums to medical services under healthcare reform. As a result, consumers are seeing which of the following?
The 80/20 standard requires that health insurers devote 80% of their premiums to medical services under healthcare reform. As a result, consumers are seeing which of the following?
Which of the following is not an objective of event marketing?
Which of the following is not an objective of event marketing?
Which form of sales promotion is common in the pharmaceutical industry?
Which form of sales promotion is common in the pharmaceutical industry?
Sampling to physicians by pharmaceutical companies has been found to:
Sampling to physicians by pharmaceutical companies has been found to:
For sampling to be effective, the:
For sampling to be effective, the:
A discount to a channel member based on some particular criterion is referred to as a(n):
A discount to a channel member based on some particular criterion is referred to as a(n):
The concern with cooperative advertising programs is that:
The concern with cooperative advertising programs is that:
In the introductory stage of the product life cycle, the major promotional objective is to:
In the introductory stage of the product life cycle, the major promotional objective is to:
Primary demand refers to which of the following?
Primary demand refers to which of the following?
Selective demand refers to which of the following?
Selective demand refers to which of the following?
Maintaining the existing buyers that an organization serves is the promotional objective of which stage of the product life cycle?
Maintaining the existing buyers that an organization serves is the promotional objective of which stage of the product life cycle?
Working through the channel of distribution with promotional efforts is referred to as what promotional strategy?
Working through the channel of distribution with promotional efforts is referred to as what promotional strategy?
A hospital has offered an extremely successful surgical group preferential block scheduling in the operating room as well as a dedicated surgical nursing team in order to attract them to the facility. This might be described as a:
A hospital has offered an extremely successful surgical group preferential block scheduling in the operating room as well as a dedicated surgical nursing team in order to attract them to the facility. This might be described as a:
When an organization bypasses the intermediaries and goes directly to the end users with their message, this approach is referred to as a(n):
When an organization bypasses the intermediaries and goes directly to the end users with their message, this approach is referred to as a(n):
Flashcards
Online Reviews and Physician Choice
Online Reviews and Physician Choice
Online reviews of clinicians have a significant influence on patients' choice of a physician.
Boomers and Social Media Accuracy
Boomers and Social Media Accuracy
A large majority of boomers are not concerned with the accuracy of information on social media sites.
Fear Appeals in Advertising
Fear Appeals in Advertising
Fear appeals in advertising can be effective in inducing positive behavior change.
Moderate Fear Appeals
Moderate Fear Appeals
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Humor as Emotional Appeals
Humor as Emotional Appeals
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Communication Channel Delineation
Communication Channel Delineation
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Interpersonal Channel Limitation
Interpersonal Channel Limitation
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Healthcare's Use of Word-of-Mouth
Healthcare's Use of Word-of-Mouth
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Effective Communication
Effective Communication
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Noise in Communication
Noise in Communication
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Physician Gender and Interaction
Physician Gender and Interaction
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Patient Talkativeness
Patient Talkativeness
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Channel Noise Example
Channel Noise Example
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Interpersonal Channel Advantage
Interpersonal Channel Advantage
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Advertising Definition
Advertising Definition
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Sales Promotion Example
Sales Promotion Example
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Successful Promotional Strategy
Successful Promotional Strategy
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Owned Media
Owned Media
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Earned Media
Earned Media
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Advertising Control
Advertising Control
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Advertising's Credibility
Advertising's Credibility
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When Advertising Is Most Effective
When Advertising Is Most Effective
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Advertising and Product Life Cycle
Advertising and Product Life Cycle
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Advertising and Tangible Features
Advertising and Tangible Features
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Advertising Cost per Contact
Advertising Cost per Contact
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Personal Selling and Buyer Involvement
Personal Selling and Buyer Involvement
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E-Detailing
E-Detailing
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E-Detailing and Asynchronous Communication
E-Detailing and Asynchronous Communication
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Risk and Promotional Strategy
Risk and Promotional Strategy
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Personal Selling and Purchase Stage
Personal Selling and Purchase Stage
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Personal Selling and Post-Purchase
Personal Selling and Post-Purchase
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Publicity's Greatest Weakness
Publicity's Greatest Weakness
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Public Relations in Healthcare
Public Relations in Healthcare
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Hesitation in Healthcare Sales Promotion
Hesitation in Healthcare Sales Promotion
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Effective Sponsorships
Effective Sponsorships
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Pharmaceutical Industry's Use of Samples
Pharmaceutical Industry's Use of Samples
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Samples and Prescription Writing
Samples and Prescription Writing
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Hospital Formula Samples
Hospital Formula Samples
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Pharmaceutical Sampling and Advertising Restrictions
Pharmaceutical Sampling and Advertising Restrictions
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Medical Loss Ratio under ACA
Medical Loss Ratio under ACA
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Physician Sales Forces and Product Life Cycle
Physician Sales Forces and Product Life Cycle
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Push Strategy
Push Strategy
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Push Strategy Example
Push Strategy Example
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Pull Strategy
Pull Strategy
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Pull Strategy Example
Pull Strategy Example
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Pharmaceutical Promotional Shift
Pharmaceutical Promotional Shift
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Indirect Competitive Advertising
Indirect Competitive Advertising
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Fear Appeals Backfire
Fear Appeals Backfire
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Word-of-Mouth
Word-of-Mouth
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Communication Channel Difference
Communication Channel Difference
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Effective Communication: Encoding and Decoding
Effective Communication: Encoding and Decoding
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Physician Gender and Noise
Physician Gender and Noise
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Short-Term Inducements
Short-Term Inducements
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Advertising Distinguishing Feature
Advertising Distinguishing Feature
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Fragmentation of Communication
Fragmentation of Communication
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Most Credible Media
Most Credible Media
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Advertising Control Limitations
Advertising Control Limitations
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Advertising Effectiveness
Advertising Effectiveness
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Personal Selling Strength
Personal Selling Strength
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Personal Selling Advantages
Personal Selling Advantages
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When Personal Selling is Preferred
When Personal Selling is Preferred
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DMU (Decision-Making Unit)
DMU (Decision-Making Unit)
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Promotional Strategy for High-Risk Products
Promotional Strategy for High-Risk Products
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Promotional Tools in Pre-Purchase
Promotional Tools in Pre-Purchase
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Importance of Post-Purchase Contact
Importance of Post-Purchase Contact
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Publicity's Advantage
Publicity's Advantage
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Public Relations Role
Public Relations Role
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Sales Promotion's Weakness
Sales Promotion's Weakness
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Sales Promotion's Supportive Role
Sales Promotion's Supportive Role
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Negative Information's Impact
Negative Information's Impact
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Importance of Sales Promotion
Importance of Sales Promotion
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Medical Loss Ratio
Medical Loss Ratio
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Event Marketing Objectives
Event Marketing Objectives
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Pharmaceutical Sampling
Pharmaceutical Sampling
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Sampling Effectiveness
Sampling Effectiveness
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Trade Allowance
Trade Allowance
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Cooperative Advertising Programs
Cooperative Advertising Programs
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Primary Demand
Primary Demand
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Selective Demand
Selective Demand
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Promotional Objective in Maturity Stage
Promotional Objective in Maturity Stage
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Push Strategy Definition
Push Strategy Definition
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Push Strategy Example 2
Push Strategy Example 2
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Pull Strategy Definition
Pull Strategy Definition
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Pull Strategy Example 2
Pull Strategy Example 2
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Study Notes
True or False Questions and Answers
- Online reviews of clinicians have little effect on patient choice.
- False.
- A large majority of boomers are concerned about the accuracy of information on social media.
- False.
- Fear appeals in advertising are not effective due to consumer anxiety.
- False.
- Moderate fear appeals induce positive behavior change in low-involvement situations.
- True.
- The major challenge with humor in messaging is its individualistic nature.
- True.
- The major delineation in communication channels is between personal and internet-based communication.
- False.
- A problem with interpersonal communication is a lack of total control.
- True.
- Health care historically relies on opinion leaders in word-of-mouth communication.
- True.
- For communication to occur, a message must be correctly decoded by the receiver.
- True.
- Noise in the communication channel can be caused by the sender or the channel itself.
- True.
- A physician's gender has an effect on patient-physician interaction.
- False.
- Patients of female physicians tend to talk more.
- True.
- A hospital in a particular community is proactive in controlling healthcare costs, but a local newspaper highlighted rising costs.
- True.
- The major advantage of interpersonal communication is immediate feedback.
- True.
- Advertising includes any indirectly paid promotion of goods and services.
- True.
- A hospital offering a coupon for heart assessments is a sales promotion strategy.
- True.
- The correct message to the correct audience is the major goal of any promotional strategy.
- False.
- Owned media are media owned by third-party, for-profit organizations.
- False.
- Patients' posts on social media about medical care can be considered earned media.
- True.
- Advertising has control over what is said, to whom, when, and why it is said.
- False.
- Advertising has credibility issues.
- True.
- Advertising is most effective when buyers are aware and have resources.
- False.
- Advertising is beneficial in the later stages of a product to generate declining sales.
- False.
- The more tangible features are of a product; the more beneficial it is to use advertising as a prominent part of the promotional mix.
- True.
- As media costs on television have risen, the cost per contact of advertising is higher than the cost of personal selling.
- False.
- The more involved individuals are in a purchasing decision, the more relevant personal selling is over advertising.
- True.
- E-detailing is defined as asynchronous presentation of goods and services.
- False.
- Advertising plays a crucial part in promoting riskier purchases.
- False.
- Personal sales are often more important in the actual purchase stage than advertising.
- True.
- In the post-purchase stage, personal sales play a small role with the buyer.
- False.
- Publicity lacks control in the encoded message and its timing.
- True.
- Public relations for healthcare promote good deeds and handles crises.
- True.
- Sales promotion strategies are used due to reimbursement requirements.
- False.
- Promotional effectiveness depends on congruence between the event and the organization.
- True.
- Samples are a common sales promotion in the pharmaceutical industry.
- True.
- Pharmaceutical samples have a negligible effect on increasing prescriptions.
- False.
- Hospitals do not currently distribute expired formula samples.
- False.
- Pharmaceutical companies are increasing sampling to physicians due to limited television advertising.
- False.
- Insurance companies are required to pay 80% annually in insurance claims.
- False.
- Physician sales forces are used in the growth stage of the product life cycle.
- True.
- The manufacturer uses push strategy to move products through distribution channels.
- True.
- Doctor-led discussion groups are examples of push strategies in pharmaceuticals.
- True.
- Intermediaries pull the customer to the manufacturer in a pull strategy.
- False
- A university's academic medical center's program is an example of implementing a pull strategy.
- False
- Pharmaceutical companies are changing their promotional strategy to push scripts for their drug brands.
- True.
- Indirect competitive ads compare a product/hospital to others in its category.
- False
- Fear appeals backfire when the message is too extreme, and the target audience cannot see a way to avoid the threat.
- True.
- Word-of-mouth information from family/friends is called "earned media".
- True
- The major difference between channels is whether they are interpersonal or mass communication.
- True.
- Effective communication relies on decoding a message the same way the sender encoded it.
- True.
- Noise in communication can be from the sender or the channels themselves.
- True.
- The gender of a doctor affects patient-doctor interaction.
- False.
- Advertising tends to work best when sales are declining, products are very similar, and there is little chance for differentiation.
- False
- Personal selling is advantageous due to direct feedback.
- True
- Personal selling has less control over who receives the message in comparison to other methods.
- False
- Personal selling is frequently used for products with dispersed geographical customers, products with a single primary decision maker, and technologically complex products.
- True.
- The DMU refers to the decision-making unit involved in a product purchase.
- True.
- Marketing often uses risk-based product promotion.
- True.
- A discount to a channel member for specific criteria is considered "allowance".
- True.
- Cooperative advertising might result in policy violations, including HIPAA or Stark rules.
- True.
- The introductory stage of the product life cycle's main promotional objective is to generate primary demand.
- True.
Additional Notes
- Several of the questions/answers relate to specific segments of the health care industry.
- This would be useful for a study guide covering marketing principles for health care promotions, or similar areas.
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Description
Test your understanding of key concepts in communication theories with this true or false quiz. From the effects of fear appeals in advertising to the role of internet-based communication, challenge your knowledge and learn more about effective messaging and its implications in health care.
