16 Questions
What does the term pharmaceutical promotion encompass?
Activities aimed at inducing the prescription, supply, purchase, and use of medicinal drugs
According to the 6 Ms model, what does 'Mission' refer to in planning communications strategy?
The objective of the communication
What was the estimated allocation of pharmaceutical companies' revenues to marketing, as stated in the Scrip magazine article from 1997?
35%
What is one of the aspects included in pharmaceutical promotion as mentioned in the given text?
Participation in conferences & exhibitions
Which activities are considered part of pharmaceutical promotion as per WHO's definition?
Medical representatives' activities, journal and direct mail advertising, provision of drug samples
What does the Money component of the 6 Ms model refer to in planning communications strategy?
How much will be spent in the effort
Which of the following is NOT a non-personal vehicle in the marketing communications mix?
Personal selling
What is a major type of sales promotion addressed to the end consumer by the manufacturer?
Consumer promotions
What type of communication efforts do public relations refer to?
Press releases
In which market situation does the proper allocation of budget across various media vehicles vary greatly?
Market with intense competition
Which promotional strategy focuses on inducing intermediaries to sell the product at retail?
'Push' strategy
Which element in the promotion mix presents the advantage of permitting an interaction between the firm and a potential customer?
Personal selling
Which non-personal vehicle is particularly effective in directing buyers to the point-of-purchase?
Advertising
What are techniques often included in sales promotion as a short-term inducement to generate action?
'Samples' and 'coupons'
Which element of the marketing communications mix involves non-paid communication efforts?
'Public relations'
What is the focus of a 'pull' strategy in the allocation of promotional budget?
'Developing consumer insistence'
Test your knowledge of pharmaceutical promotion and sales activities as outlined in Chapter 4 of RANA SHAABAN's book on marketing for pharmaceuticals.
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