Chapter 27: Advertising &
Promotion | Study Guide,
Exam Review & Practice
Questions
|Guaranteed success|
Updated 2026 Questions and Answers
100% Verified Exam Prep and Comprehensive
Rationales
Included
, advertising approaches national advertising
local advertising
direct-response advertising
trade advertising
professional advertising
institutional advertising
social media
internet advertising
direct-to-consumer advertising
national adveritising trademarked brand that is distributed widely where prices are rarely mentioned
and locations seldom identified
local (retail) advertising designed to sell a product and encourage consumers to visit a specific store,
emphasize price, store hours, and other factors that distinguish from
competitors
ex) newspaper inserts
direct-response advertising designed to reach consumers directly and encourage them to buy a product
ex) encouraging patients to call toll-free number to obtain a discount
trade advertising ad placed in journals and trade papers read by pharmacy managers to
encourage pharmacies to stock certain kinds of product
ex) an ad in a trade paper regarding a new glucometer
professional advertising more indirect and targeted to physicians, professionals to encourage them to
prescribe or recommend meds
ex) testimonial from health care providers in a professional journal
institutional (corporate) advertising not designed to sell a product but create a goodwill toward and positive
perceptions of an organization
ex) a pharmaceutical firm may advertise its discount drug programs for low-
income people or a retail pharmacy chain advertises that it donates a portion
of its annual profits to community groups
internet advertising A form of advertising that uses either e-mail or the World Wide Web
-difficult to quantify and analyze the site visitors and demographics
-24 hours a day
-infinite viewings, reach far and wide
-less expensive than traditional advertising
-first place people go when looking into disease and medication, when pts are
at this active stage of seeking info it is easier to convey info to them
what is the most common type of internet advertising? web banners and contextual advertising
Promotion | Study Guide,
Exam Review & Practice
Questions
|Guaranteed success|
Updated 2026 Questions and Answers
100% Verified Exam Prep and Comprehensive
Rationales
Included
, advertising approaches national advertising
local advertising
direct-response advertising
trade advertising
professional advertising
institutional advertising
social media
internet advertising
direct-to-consumer advertising
national adveritising trademarked brand that is distributed widely where prices are rarely mentioned
and locations seldom identified
local (retail) advertising designed to sell a product and encourage consumers to visit a specific store,
emphasize price, store hours, and other factors that distinguish from
competitors
ex) newspaper inserts
direct-response advertising designed to reach consumers directly and encourage them to buy a product
ex) encouraging patients to call toll-free number to obtain a discount
trade advertising ad placed in journals and trade papers read by pharmacy managers to
encourage pharmacies to stock certain kinds of product
ex) an ad in a trade paper regarding a new glucometer
professional advertising more indirect and targeted to physicians, professionals to encourage them to
prescribe or recommend meds
ex) testimonial from health care providers in a professional journal
institutional (corporate) advertising not designed to sell a product but create a goodwill toward and positive
perceptions of an organization
ex) a pharmaceutical firm may advertise its discount drug programs for low-
income people or a retail pharmacy chain advertises that it donates a portion
of its annual profits to community groups
internet advertising A form of advertising that uses either e-mail or the World Wide Web
-difficult to quantify and analyze the site visitors and demographics
-24 hours a day
-infinite viewings, reach far and wide
-less expensive than traditional advertising
-first place people go when looking into disease and medication, when pts are
at this active stage of seeking info it is easier to convey info to them
what is the most common type of internet advertising? web banners and contextual advertising
