Exam 15: Appealing to the Customer: Retail Communication Mix

Barbie's Dry Cleaning has been in the neighborhood for a year. In that time, she has developed relationships with a few customers that are loyal to her store, but she wants to build this base. Which of the following media is effective in building reach?

Which of the following communication methods do consumers believe to be the most credible?

Recently, Sears spent much of its communication budget advertising the "Softer Side of Sears" campaign since it felt the customer knew very little of Sears' apparel assortments, and there would be a substantial return from advertising apparel versus advertising the more well-known appliances. What principle for budget allocation was Sears probably using?

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Which of the following is a brand that indicates to consumers the type of merchandise and services offered by the retailer?

Which of the following is not a method used to determine a communication budget?

Why do retailers establish objectives for communication programs?

Which of the following media would be more used mostly by national retailers?

Which of the following statements is true about brands?

The Consumers' Association of Canada seeks to uphold all of the following rights except:

In order to build the brand equity of their private label merchandise, a retailer needs to:

What are the most common associations retailers develop with their brand name?

What is the objective and task method?

What is a brand?

What is the benefit of extending a successful brand name to a new concept?

Andrea wants to build top-of-mind awareness for her costume shop. The best way for her to develop this awareness would be to:

Why is it necessary for retailers to develop and implement a communication program?

Despite the difference in price, Drew would go out of his way to purchase a latte at Starbucks on his way to work, even though there were coffee houses within a block of his office. It can be said that Starbucks:

What is brand image?

What medium do retailers use for image advertising because the reproduction quality is high?