Question 1

Online reviews of clinicians have been found to have little effect in terms of an individual's choice of a physician.

Accepted Answer

Online reviews can significantly influence an individual's choice of a physician, as they provide insights into other patients' experiences and satisfaction levels.

Question 2

The large majority of boomers are concerned with the accuracy of information on social media sites.

Accepted Answer

False

Question 3

Fear appeals in advertising have not been found to be very effective because consumers turn away from them because of their anxiety-producing effects.

Accepted Answer

False

Question 4

Moderate fear appeals have been found to be effective in inducing positive behavior change in low-involvement situations.

Accepted Answer

Moderate fear appeals can capture attention and motivate individuals to process information more deeply, leading to positive behavior change, especially in low-involvement situations where individuals might not be initially motivated to engage with the message.

Question 5

The major challenge with using humor as an emotional approach in messaging is that this emotion is often specific to the individual.

Accepted Answer

Humor is subjective and can vary greatly from person to person, making it challenging to create universally effective humorous messages.

Question 6

When considering the channel in the communication process, the major delineation is whether it is personal or done over the Internet.

Accepted Answer

The major delineation in communication channels is typically between verbal and non-verbal, or between written, oral, and visual channels, rather than simply personal or Internet-based.

Question 7

A problem with using the interpersonal channel of communication is the lack of total control.

Accepted Answer

Interpersonal communication involves multiple parties, making it difficult to control all aspects of the interaction, such as reactions, interpretations, and responses.

Question 8

Health care has historically relied on opinion leaders in a word-of-mouth channel of communication.

Accepted Answer

Historically, healthcare has often relied on opinion leaders, such as respected doctors or medical professionals, to disseminate information and influence practices through informal, word-of-mouth communication channels.

Question 9

For communication to occur, a message must be decoded by the receiver the same way it was encoded by the sender.

Accepted Answer

Decoding is the process of interpreting a message in the same way it was intended by the sender. If the message is not decoded in the same way, then communication cannot occur.

Question 10

Noise in the channel of communication can be created by the sender or by the channel itself.

Accepted Answer

Noise can originate from the sender, such as unclear speech or poor encoding, or from the channel, such as static or interference, affecting the clarity of the message.

Question 11

The physician's gender has been found to have no effect on the patient-physician interaction.

Accepted Answer

Research has shown that the physician's gender can influence patient-physician interactions, including communication styles and patient satisfaction.

Question 12

Patients of female physicians have been found to talk more.

Accepted Answer

Studies have shown that patients often engage in more communication with female physicians, possibly due to differences in communication styles and interpersonal skills.

Question 13

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.

Accepted Answer

Channel noise refers to any interference that occurs during the communication process, which can distort or block the message. In this case, the newspaper stories about the rising cost of healthcare acted as channel noise, as they interfered with the hospital's message about their cost-effectiveness.

Question 14

The major advantage of the interpersonal channel is the immediacy of feedback.

Accepted Answer

Interpersonal communication allows for real-time interaction, enabling immediate feedback and clarification.

Question 15

Advertising is any indirectly paid form of promotion of goods or services.

Accepted Answer

Advertising is a directly paid form of promotion, where a company pays for space or time to promote its goods or services.

Question 16

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.

Accepted Answer

Sales promotion strategies include offering incentives like coupons to encourage people to try a service or product, which is what the hospital is doing with the free assessment.

Question 17

The right message delivered to the correct audience is the major goal of any successful promotional strategy.

Accepted Answer

The answer of The right message delivered to the correct...

Question 18

Owned media are all media owned by third-party, for-profit organizations.

Accepted Answer

Owned media refers to any content or media that a company or individual creates and controls, such as websites, blogs, or social media profiles, not media owned by third-party organizations.

Question 19

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.

Accepted Answer

Earned media refers to publicity gained through promotional efforts other than paid advertising, such as word-of-mouth or social media mentions by individuals.

Question 20

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.

Accepted Answer

The answer of All of the following are unique key...

Quiz 12: Promotion