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Attracting First-time Users: An Insight-based Marketing Approach

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1.  Since 1984 the hearing aid adoption rate...
  1. Has been steadily rising
  2. Has been dramatically declining
  3. Has declined through 1997, then stabilized
  4. Has remained unchanged
2.  According to the first time user process, the first three steps a person goes through on the path to better hearing are:
  1. Awareness, Information, Contact
  2. Awareness, Contact, Information
  3. Information, Contact, Awareness
  4. Identifying needs, Awareness, Reinforcement
3.  How long does it take from the first time a person becomes aware they have hearing difficulties to the first time they visit a hearing care professional?
  1. Most take 7 years
  2. Most take 5 years
  3. People who have never used a hearing aid took longer
  4. There was considerable variability across subjects
4.  People with hearing loss who are moderately active...
  1. Tend to buy more expensive products
  2. Tend to take action sooner
  3. Are more likely to delay purchase
  4. Are less likely to accept their hearing loss.
5.  In Oticon's 2011 National Television Campaign, what % of Respondents were new users?
  1. 52%
  2. 27%
  3. 83%
  4. 65%
6.  In the 2011 "Did You Buy" follow-up Survey to Respondents from the TV Campaign, how soon did these consumers say they would likely purchase a hearing solution?
  1. 2 Years
  2. 7 Years
  3. 1 year
  4. 6 months
7.  The data compiled over 5 years of Oticon Sponsored Consumer Marketing showed an average cost per sale of:
  1. $620
  2. $500
  3. $330
  4. $410
8.  The same data identified what average number of calls, appointments and sales?
  1. 10 Calls, 8 Appointments, 2 Sales
  2. 16 Call, 12 Appointments, 7 Sales
  3. 20 Calls, 14 Appointments, 8 Sales
  4. 21 Calls, 15 Appointments, 11 Sales
9.  Which call to action has research shown to be most attractive to consumers?
  1. 50% Off
  2. Free Batteries
  3. Refreshments
  4. Free Trial
10.  Which of the following are Key Components included in all Oticon Advertising
  1. Interrupt or Stop Appeal
  2. Engage
  3. Educate
  4. Offer or Call to Action
  5. All of the above