Question 1

What is a brand?

Accepted Answer

A brand is "a name,term,design...

Question 2

The owner of a jewelry retail chain estimated advertising at $4,000 for the year and estimated the downtown store location's market share at 35 percent.By using the competitive parity method,what is the jewelry downtown store location's communication budget?

Accepted Answer

A)   $6,600
B)   $5,400
C)   $600
D)   $2,600
E)   $1,400F) A) and B)
G) C) and D)

Question 3

Which of the following is the formula for calculating click-through rate?

Accepted Answer

A)   Number of impressions + The number of times a user clicks on ad
B)   The number of times a user clicks on an ad - Number of impressions
C)   The number of times a user clicks on ad * Number of impressions
D)   The number of times a user clicks on an ad/Number of impressions
E)   Number of impressions - The number of times a user clicks on adF) All of the above
G) B) and E)

Question 4

The value a brand image provides retailers is referred to as _____.

Accepted Answer

A)   brand acceptance
B)   brand visibility
C)   brand awareness
D)   brand equity
E)   brand loyaltyF) B) and E)
G) A) and B)

Question 5

What can a retailer do to keep customers from being confused about the retailer's image?

Accepted Answer

A)   Develop an integrated marketing communication program to deliver a consistent message.
B)   Standardize pricing across all geographic locations.
C)   Change the offerings based on the current fads to stay contemporary.
D)   Re-design stores to suit contemporary tastes.
E)   Be consistent in competitiveness as it clearly defines top performers in the market.F) A) and C)
G) D) and E)

Question 6

A freestanding insert (FSI) is also called a(n) _____.

Accepted Answer

A)   preprint
B)   cogprint
C)   reprint
D)   postprint
E)   eprintF) B) and E)
G) All of the above

Question 7

A co-op (cooperative)program is a promotional program undertaken by a vendor and a retailer working together.

Accepted Answer

A) True 
 B)False

Question 8

The _____ determines the budget required to undertake specific tasks to accomplish communication objectives.

Accepted Answer

A)   competitive parity method
B)   percentage-of-sales method
C)   affordable budgeting method
D)   rule-of-thumb method
E)   objective-and-task methodF) A) and E)
G) A) and D)

Question 9

Retailers use _____ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Accepted Answer

A)   percentage-of-profit
B)   competitive parity method
C)   marginal analysis method
D)   percentage-of-sales method
E)   affordable budgeting methodF) B) and D)
G) All of the above

Question 10

List the four steps involved in developing a retail communication program.

Accepted Answer

The four steps involved in developing a ...

Question 11

Which of the following is the formula to determine the return on investment for an advertisement?

Accepted Answer

A)   (Net sales + Advertising cost) /Advertising cost
B)   (Net sales - Advertising cost) /Advertising cost
C)   Advertising cost/(Net sales + Advertising cost) 
D)   Advertising cost/(Net sales - Advertising cost) 
E)   (Advertising cost - Net sales) /Advertising costF) D) and E)
G) B) and E)

Question 12

Which of the following is a reason for the decline in the growth of newspaper advertising by retailers?

Accepted Answer

A)   The retailers have begun using other media
B)   The increasing cost of developing an advertisement for newspapers
C)   The decreasing market penetration of the newspaper industry
D)   The time taken to develop an advertisement for newspapers
E)   The depleting credibility of newspaper organizationsF) A) and D)
G) C) and D)

Question 13

Peter visits a local supermarket to buy groceries.While shopping,a sales executive approached him and enquires if he would be willing to try out a new brand of cookies.Which of the following terms best reflects the supermarket's strategy?

Accepted Answer

A)   Special event
B)   Premium
C)   Point-of-purchase display
D)   Sample
E)   RebateF) A) and D)
G) C) and D)

Question 14

A retailer's magazine advertising campaign builds an image of elegance and high fashion,yet the store's sales promotions emphasize low prices.Because of the inconsistencies,consumers are left confused about the retailer's image and tend to shop elsewhere.What should the store manager do to resolve the problem of inconsistency with the communication mix?

Accepted Answer

A)   The manager should re-train associates to support the image of elegance and fashion.
B)   The manager should re-examine the elements of the mix that can be eliminated.
C)   The manager should imitate the communication programs of successful competitors.
D)   The manager should reduce the prices of the products across all categories.
E)   The manager should develop an integrated marketing communication program.F) A) and C)
G) A) and D)

Question 15

Which of the following is a well-stated communication program objective?

Accepted Answer

A)   Increase sales over 12 months.
B)   Increase awareness in our target market.
C)   Reduce customer complaints.
D)   Increase brand awareness by 15% in the next 6 months.
E)   Communicate our customer service commitment to our customers.F) A) and B)
G) C) and D)

Question 16

Communication objectives are specific goals related to the retail communication mix's effect on the customer's decision-making process.

Accepted Answer

A) True 
 B)False

Question 17

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Accepted Answer

An easy way to make allocation decisions...

Question 18

The _____ method assumes that communication expenses are just a cost of business and do not promote sales and profit.

Accepted Answer

A)   affordable budgeting
B)   objective-and-task
C)   percentage-of-sales
D)   competitive parity
E)   marginal analysisF) C) and D)
G) A) and B)

Question 19

Retailers build top-of-mind awareness by _____.

Accepted Answer

A)   using memorable symbols
B)   keeping prices low
C)   buying assortments from the leading vendors
D)   connecting with family values
E)   distributing couponsF) D) and E)
G) B) and E)

Question 20

When developing a retail communication program,sales goals are set when the _____.

Accepted Answer

A)   objectives are established
B)   budget is determined
C)   budget is allocated
D)   program is implemented and evaluatedE) B) and D)
F) C) and D)

Exam 15: Retail Communication Mix

The value a brand image provides retailers is referred to as _____.

Correct Answer
verified

Which of the following is a reason for the decline in the growth of newspaper advertising by retailers?

Correct Answer
verified

Retailers build top-of-mind awareness by _____.

Correct Answer
verified

A freestanding insert (FSI) is also called a(n) _____.

Correct Answer
verified

Communication objectives are specific goals related to the retail communication mix's effect on the customer's decision-making process.

Correct Answer
verified

List the four steps involved in developing a retail communication program.

Correct Answer
verified
The four steps involved in developing a ...
View Answer

The _____ determines the budget required to undertake specific tasks to accomplish communication objectives.

Correct Answer
verified

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Correct Answer
verified
An easy way to make allocation decisions...
View Answer

Which of the following is a well-stated communication program objective?

Correct Answer
verified

Peter visits a local supermarket to buy groceries.While shopping,a sales executive approached him and enquires if he would be willing to try out a new brand of cookies.Which of the following terms best reflects the supermarket's strategy?

Correct Answer
verified

Correct Answer
verified

Which of the following is the formula for calculating click-through rate?

Correct Answer
verified

The _____ method assumes that communication expenses are just a cost of business and do not promote sales and profit.

Correct Answer
verified

Retailers use _____ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Correct Answer
verified

When developing a retail communication program,sales goals are set when the _____.

Correct Answer
verified

What can a retailer do to keep customers from being confused about the retailer's image?

Correct Answer
verified

What is a brand?

Correct Answer
verified
A brand is "a name,term,design...
View Answer

A co-op (cooperative)program is a promotional program undertaken by a vendor and a retailer working together.

Correct Answer
verified

Which of the following is the formula to determine the return on investment for an advertisement?

Correct Answer
verified

The owner of a jewelry retail chain estimated advertising at $4,000 for the year and estimated the downtown store location's market share at 35 percent.By using the competitive parity method,what is the jewelry downtown store location's communication budget?

Correct Answer
verified

Exam 15: Retail Communication Mix

The value a brand image provides retailers is referred to as _____.

Correct AnswerverifiedShow Answer

Which of the following is a reason for the decline in the growth of newspaper advertising by retailers?

Correct AnswerverifiedShow Answer

Retailers build top-of-mind awareness by _____.

Correct AnswerverifiedShow Answer

A freestanding insert (FSI) is also called a(n) _____.

Correct AnswerverifiedShow Answer

Communication objectives are specific goals related to the retail communication mix's effect on the customer's decision-making process.

Correct AnswerverifiedShow Answer

List the four steps involved in developing a retail communication program.

Correct AnswerverifiedThe four steps involved in developing a ...View AnswerShow Answer

The _____ determines the budget required to undertake specific tasks to accomplish communication objectives.

Correct AnswerverifiedShow Answer

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Correct AnswerverifiedAn easy way to make allocation decisions...View AnswerShow Answer

Which of the following is a well-stated communication program objective?

Correct AnswerverifiedShow Answer

Peter visits a local supermarket to buy groceries.While shopping,a sales executive approached him and enquires if he would be willing to try out a new brand of cookies.Which of the following terms best reflects the supermarket's strategy?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following is the formula for calculating click-through rate?

Correct AnswerverifiedShow Answer

The _____ method assumes that communication expenses are just a cost of business and do not promote sales and profit.

Correct AnswerverifiedShow Answer

Retailers use _____ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Correct AnswerverifiedShow Answer

When developing a retail communication program,sales goals are set when the _____.

Correct AnswerverifiedShow Answer

What can a retailer do to keep customers from being confused about the retailer's image?

Correct AnswerverifiedShow Answer

What is a brand?

Correct AnswerverifiedA brand is "a name,term,design...View AnswerShow Answer

A co-op (cooperative)program is a promotional program undertaken by a vendor and a retailer working together.

Correct AnswerverifiedShow Answer

Which of the following is the formula to determine the return on investment for an advertisement?

Correct AnswerverifiedShow Answer

The owner of a jewelry retail chain estimated advertising at $4,000 for the year and estimated the downtown store location's market share at 35 percent.By using the competitive parity method,what is the jewelry downtown store location's communication budget?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
The four steps involved in developing a ...
View Answer

Correct Answer
verified

Correct Answer
verified
An easy way to make allocation decisions...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
A brand is "a name,term,design...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
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