You are on page 1of 4

LORMA COLLEGES

COLLEGE OF PHARMACY
2ND SEMESTER SY 2016-2017

PHARMACEUTICAL ADVERTISEMENT and MARKETING FINALS EXAMINATION


May 8, 2018 100 pts
GENERAL INSTRUCTIONS:
1. Follow the given instructions otherwise your answers will be considered invalid. INSTRUCTIONS ARE ALWAYS A PART
OF THE EXAM.
2. Strictly NO ERASURES and SUPERIMPOSITIONS except for essay and/or calculations.
3. Use BLACK PEN ONLY. Friction pens are not allowed.
4. Writing on the questionnaire is allowed provided that it is to be returned after the examination.
5. Examinees / students ARE NOT ALLOWED to talk to their classmates upon the instructor directed them to start their
exam.
6. Cheating of any sort (e.g. Communication, cellphone use, side glancing, etc.) is STRICTLY PROHIBITED.
Good luck and GOD BLESS!
Multiple Choice. Choose the letter of the BEST answer.
For nos. 1-10 use the following choices:
A. Pfizer B. Astra-ZenecaC. GSK D. Sanofi-Aventis E. Boehringer Ingelheim
1. Ventolin® 6. Plavix®
2. Lipitor® 7. Augmentin®
3. Betaloc® 8. Plendil®
4. Mucosolvan® 9. Mobic®
5. Ponstan® 10. Nexium®

For numbers 11-15, use the following choices:


A. EXPERT CHANNELS B. FLIGHTING C. FREQUENCY D. IMAGE ANALYSIS E. IMPACT
11. Refers to personal communications independent to experts or authority endorsers making statements
to current and new buyers.
12. Calls for advertising for some period followed by a hiatus with no advertising and then followed by a
second flight.
13. Means the number of times an average person is exposed to the advertisement message.
14. A set of beliefs, feelings and impressions that a person holds of an object
15. Refers to the qualitative value expose of an advertisement to target audience.

For numbers 16-20, use the following choices:


A. IMPERSONALITY B. INFORMATIVE ADVERTISING
C. IN-HOME TESTS D. MEDIA SELECTION
E. NON-PERSONAL COMMUNICATION CHANNELS
16. A quantity of advertising featuring a public mode of communications.
17. Builds primary demand describing to target audience highlights of product offerings.
18. A pretesting method of advertising recall where a small screen projector is taken into the homes of
target consumers who are then ask to view the commercials.
19. Means the choice of the most cost-effective advertisement to deliver the desired number of exposures
to target audience.
20. Non- face to face interactions through telephones, telefax, e-mail, telegram, cellular phones.

For numbers 21-25, use the following choices:


A. ON-AIR TESTS C. PERSUASIVE ADVERTISING E. ADVERTISING MESSAGE
B. PERSONAL SELLING D. ADVERTISING
21. A pretesting method conducted on a television channel where respondents are ask about their recall of
the commercial.
22. The face-to-face interaction with one or more prospective buyers towards closing a sale.
23. Builds primary demand describing to target audience highlights of production offerings.
24. Any paid form of non-personal presentation and promotion of ideas and products by an identified
sponsor.
25. Refers to the content the structure, the form and the source of the message.

For numbers 26-30, use the following choices:


A. AMPLIFIED EXPRESSIVENESS C. BUYER TURNOVERS E. CONCENTRATION IN MEDIA TIMING
B. ADVOCATE CHANNELS D. COMPARISON ADVERTISING
26. A quality if advertising which dramatizes the message through a variety of colors, sounds and pictures
to the target audience.
27. Refers to the personal communication to sales representatives or account executives or sales/
marketing personnel transacting with current and new buyers.
28. The rate at which new buyers enter the market.
29. Establishes superiority over other brands without directly exposing competitor’s product.
30. Calls for spending all the advertising budget appropriated in a single period.
LORMA COLLEGES
COLLEGE OF PHARMACY
2ND SEMESTER SY 2016-2017

For numbers 31-35, use the following choices:


A. DIRECT MARKETING C. SCIENTIFIC EVIDENCE E.APPROPRIATE TONE FOR
B. DIRECT RATING METHOD D. TESTIMONIAL EVIDENCE THE ADVERTISEMENT
31. The use of telephones, cellphones and non-personal contact tools to communicate with or solicit and
immediate response from current customers and future prospects.
32. A method of pretesting the advertisement by asking consumes to view or listen to a portfolio of
advertisements used to evaluate an Ad’s attention through cognitive and behavior strengths.
33. Presents survey or scientific evidence that the brand is preferred or outperforms other brands.
34. Features a highly credible, likable or expert source endorsing the product.
35. Saying something superlatively positive about the product.

For numbers 36-40, use the following choices:


A. MUSICAL C. FANTASY E. SLICE OF LIFE
B. MOOD OR IMAGE D. LIFESTYLE
36. Showing one or more persons using the product in a normal setting.
37. Demonstrate how a product fits in a lifestyle.
38. Creating a fantasy around the product or its use.
39. Build an evocative picture around the product such as beauty, love or serenity.
40. Uses background music or show one or more persons or cartoons characters singing a song involving
the product.

For numbers 41-44, use the following choices:


A. TECHNICAL EXPERTISE C. MEMORABLE AND ATTENTION GETTING WORDS E. FANTASY
B. PERSONAL SYMBOL D. CREATIVITY FOR HEADLINES
41. Catchy-words and phrases for the product.
42. Developing and creating suitable phrases for the product.
43. Shows the company’s expertise and experience in a making the product.
44. Creates character that personifies the product.

For numbers 44-49, use the following choices:


A. INDUCTIVELY
B. USING THE DEDUCTIVE FRAMEWORK FOR GENERATING ADVERTISING MESSAGES
C. RESULTS-OF-USE EXPERIENCE
D. DESIRABILITY
E. EXCLUSIVENESS
45. Message that says something desirable, or interesting about the product, goods or services.
46. Message that say something exclusive or distinctive that does not apply to every brand in the product
category.
47. Talking directly to consumers, distributors, and competitors.
48. Target buyers expect one or four types of rewards from an advertised product.
49. Production in use experience or incidental to use experience.

For numbers 50-54, use the following choices:


A. “UTANG NA LOOB” C. ONE-STOP-SHOP CONCEPT E. “PARITY” OR “ME TOO”
B. TANGIBLES D. “PAKIKISAMA”
50. These are products of the same molecules, no different from the products of competition.
51. A typical Filipino culture of joining others in unison so as not to be branded as “aloof”.
52. Making available a wide assortment of products or shop-mix in one roof.
53. Softness in heart and mind, by readily accommodating request of medical representatives who have
rendered personalized services eithers with or without monetary incentives or favors extended where
target clients will reciprocate positively.
54. The appearance of physical facilities, equipment, personal and various communication materials.

For numbers 55-59, use the following choices:


A. COMPETENCE C. CORE COMPETENCIES E. “GASTRONOMIC DELIGHTS”
B. CONSULTATIVE RELATIONSHIP SELLING D. CUSTOMER-DRIVEN SERVICES.

55. Attending to the stomach needs only of target clientele such as sponsorship of lunch, snacks or dinners.
56. Are focused activities to the specific target clientele, providing greater value the first time and call the
time.
57. A unique bundle of competitive, “value Elements” in a product, good or services that spells the big
difference what customers are actually paying for.
LORMA COLLEGES
COLLEGE OF PHARMACY
2ND SEMESTER SY 2016-2017

58. The sales functions has completely changed and are more focused in providing valued clients needs and
wants for general business management.
59. The possession of the required skills and knowledge to perform the service relative to competition.

For numbers 60-64, use the following choices:


A. “HIYA” C. TANGIBLES E. RESPONSIVENESS
B. IN-STORE PROMOTIONS SUPPORT D. RELIABILITY
60. Is another Filipino culture when a target customer responds favorably because of previous favors
received.
61. Promotions activities either directed to the trade channels or End- Users to support the other
marketing mix elements in achieving desired goals.
62. The appearance of physical facilities, equipment, personnel and communication materials.
63. The ability of the company to perform the promised service dependably and accurately.
64. The willingness to help customers and provide prompt service.

For numbers 65-69, use the following choices:


A. COMPETENCE C. CREDIBILITY E. ACCESS
B. COURTESY D. SECURITY
65. The approachability and ease or contact for the firm’s personnel and facilities.
66. The freedom from danger, risk or doubt.
67. The trustworthiness, believability, and honesty of the services provider
68. The politeness, respect, consideration, and friendliness of contact personnel.
69. The possession of the required skills and knowledge to perform the service.

For numbers 70-74, use the following choices:


A. GROSS DOMESTIC PRODUCT C. INFLATION E. INVESTMENT
B. GROSS NATIONAL PRODUCT D. INVENTORY CONTROL SYSTEM
70. Allocating some amount of money for something bought that is expect to produce a profit or income or
benefit or both.
71. Efficient and orderly procedure of determining what stocks/ items to order needed items and
estimating how much is order at any given period.
72. A rapid increase in prices, wages and other economic indicators, as a result of too much expansion in
paper money or bank credit.
73. The absolute amounts or value of all good and services produced in the country for a certain period of
time.
74. Can be arrived at by a formula GNP minus the net payments on foreign investments.

For numbers 75-79, use the following choices:


A. TRADE OFFERS C. SKU E. PAIN CROP
B. RETRENCHMENT D. RECESSION
75. Stock keeping unit, expressed in product formats, sizes and strengths for similar product categories or
therapeutic segments.
76. Short-term incentives offered to the trade channels.
77. The acronym for the top 8 priority products of the department of health.
78. A cutting-down or reduction of the country’s expenses during financial crisis in order to keep out of
debt or ensure survival in the long-run.
79. Refers to the contraction of the country’s economy for the two consecutive quarters and is
characterized by slowing down of business activities.

80. The condition of being absorbed losing its own identity or character.
a. 20/80 PRINCIPLE c. Trade offers e. Marger
b. SKU d. Pain crop
81. Healthcare provided by physicians, dentists, and pharmacists in industrial and medical clinics.
a. Self care c. Health care e. NOTA
b. Medical care d. Pharmaceutical care
82. Products that can be bought only with the prescription.
a. Proprietary drugs c. Ethical drugs e. NOTA
b. Unbranded or Generics d. Branded drugs
83. Products that can be bought over the counter or without a prescription coming from the doctors.
a. Proprietary drugs c. Ethical drugs e. NOTA
b. Unbranded or Generics d. Advertised drugs
84. Any drug or mixture of drug, galenic or official preparation of common or ordinary use, sold without
medical prescription in original packages, the nomenclature of which has been duly established.
LORMA COLLEGES
COLLEGE OF PHARMACY
2ND SEMESTER SY 2016-2017

a. Medication c. Health services e. NOTA


b. Drugs d. Household remedy
85. Any drug preparation or mixture of drugs, chemical products marketed under a trade name.
a. Proprietary drugs c. Ethical drugs e. NOTA
b. Unbranded or Generics d. Branded drugs
86. The lowest level of healthcare within a care delivery system, available to the population.
a. Primary healthcare c. Secondary healthcare e. NOTA
b. Tertiary healthcare d. Clinical services
87. It is the specific mix of advertising, personal selling, sales promotion and public relations.
A. Price mix c. product mix e. NOTA
B. Promotions mix d. Place mix
88. It is the most expensive medium of promoting OTC/Proprietary drug product.
A. Radio c. Billboards e. NOTA
B. Print d. TV Ad
89. It means distribution channels and physical distribution and a very vital element of the total marketing
of a product.
A. Place mix c. Product mix e. NOTA
B. Promotions mix d. Price mix
90. Route along which the right pharmaceutical products flow from the drug manufacturer’s production to
final consumption.
A. Pharmaceutical companies c. Trading stores e. NOTA
B. Wholesalers d. Distribution channel

For numbers 91 – 100, use the following choices.


A. COMMUNITY PHARMACY IN THE EARLY 60’s
B. COMMUNITY PHARMACY IN THE EARLY 90’s

91. Ceiling and revolving fans 96. Less Php 50,000 capital
92. Acrylic plastic and steel bars with fluorescent signboards 97. Pharmacist behind the counter and
compounding
93. Pharmacies in shopping malls 98. Manualized Stock cards and notebooks
94. Bodega / warehouse 99. Jeepneys
95. Extrovert pharmacists 100. Typewriters

God wants us to know that life is a series of beginnings, not endings. Just as graduations are not
terminations, but commencements. Creation is an ongoing process, and when we create a perfect world
where love and compassion are shared by all, suffering will cease.
- Bernie Siegel

Prepared by: Checked and Approved by:


_________________________________ ____________________________________
Ghinelli Anne P. Laygo, RPh Marianne A. Menecio, RPh, MSPharm, CPS©
Instructor Dean, College of Pharmacy