Essentials of Health Care Marketing book ch 11 and ch 12

In the introductory stage of the product life cycle, the major promotional objective is to:

	A.	encourage primary demand.
	B.	gain publicity.
	C.	capture the competitor's customers.
	D.	encourage selective demand.

True or False? While pharmaceutical companies give free samples to physicians, research has shown it has little impact in increasing prescriptions for the product.

The media that might be considered to have the highest form of credibility is:

	A.	created.
	B.	paid.
	C.	earned.
	D.	owned.

True or False? A common formula for comparing print media is the cost-per-thousand (CPM) method, which is the cost of the medium to deliver an audience.