Question 1

Marginal analysis method of communication budget setting is based on:

Accepted Answer

A)  Determining the specific tasks for accomplishing the communication objectives 
B)  The marketing principles of the product life cycle-and where your product/category is currently operating 
C)  The economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution 
D)  Setting the communication budget as a fixed percentage of forecast sales 
E)  None of these 
A)  Determining the specific tasks for accomplishing the communication objectives 
B)  The marketing principles of the product life cycle-and where your product/category is currently operating 
C)  The economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution 
D)  Setting the communication budget as a fixed percentage of forecast sales 
E)  None of these

Question 2

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

Accepted Answer

This type of allocation will n

Question 3

How can having strong brands benefit a retailer?

Accepted Answer

Having strong brand names can affect the

Question 4

Which of the following is not true about co-op advertising?

Accepted Answer

A)  Co-op ads tend to blur the distinction between retailers. 
B)  Co-op rates paid to retailers are established by strict government regulations. 
C)  The vendor pays for part of the retailer's ad - but dictates some conditions. 
D)  Co-op ads is a promotional program that sees a vendor and retailer working together. 
E)  A conflict in goals between a retailer and vendor can reduce the effectiveness of co-op ads. 
A)  Co-op ads tend to blur the distinction between retailers. 
B)  Co-op rates paid to retailers are established by strict government regulations. 
C)  The vendor pays for part of the retailer's ad - but dictates some conditions. 
D)  Co-op ads is a promotional program that sees a vendor and retailer working together. 
E)  A conflict in goals between a retailer and vendor can reduce the effectiveness of co-op ads.

Question 5

Advertising media are compared by using:

Accepted Answer

A)  impact 
B)  coverage 
C)  cost per thousand 
D)  reach 
E)  cumulative reach 
A)  impact 
B)  coverage 
C)  cost per thousand 
D)  reach 
E)  cumulative reach

Question 6

Why are publicity and word-of-mouth more credible than information in paid communication sources?

Accepted Answer

Because publicity and word of mouth are

Question 7

Clara owns a popular women's boutique in a gentrified urban area. She carries women's career wear and an extensive selection of quality leather handbags. Recently, Clara noticed that her shoppers have high awareness of her apparel, but are surprised when
They see the handbags. Since the handbags have high margins, she is concerned about the shoppers' surprised response. What should Clara do?

Accepted Answer

A)  Clara should allocate more of the communication budget to advertise the handbags in special ads 
B)  Clara should do nothing since the handbags are selling 
C)  Clara should place the handbags in the back of the store 
D)  She should realize the passing fad of leather and provide less of an assortment 
E)  Clara should spend the same on each merchandise category her store carries in order to maximize the profits 
A)  Clara should allocate more of the communication budget to advertise the handbags in special ads 
B)  Clara should do nothing since the handbags are selling 
C)  Clara should place the handbags in the back of the store 
D)  She should realize the passing fad of leather and provide less of an assortment 
E)  Clara should spend the same on each merchandise category her store carries in order to maximize the profits

Question 8

occurs when consumers indicate they know the retail brand when the name has been presented to them

Accepted Answer

A)  Brand association 
B)  Brand energy 
C)  Aided recall 
D)  Brand equity 
E)  Top-of-mind awareness 
A)  Brand association 
B)  Brand energy 
C)  Aided recall 
D)  Brand equity 
E)  Top-of-mind awareness

Question 9

For most of the past century Sears enjoyed the success of Craftsman brand tools. Since Sears communicates the brand's durability through advertisements, performance, and guarantees, Craftsman is the leading brand of choice for consumers interested in purchasing tools. Which of the following statements best describes Sears'
Communication program?

Accepted Answer

A)  Sears created a short-term objective of increasing sales 
B)  Positive publicity single-handedly lifted Sears out of the marketing slump it had been experiencing for the past decade 
C)  Advertising alone was the strategy for Craftsman's success 
D)  Sears created and maintained a long-term communication program about the Craftsman brand 
E)  None of these 
A)  Sears created a short-term objective of increasing sales 
B)  Positive publicity single-handedly lifted Sears out of the marketing slump it had been experiencing for the past decade 
C)  Advertising alone was the strategy for Craftsman's success 
D)  Sears created and maintained a long-term communication program about the Craftsman brand 
E)  None of these

Question 10

Why is it difficult for managers to do a marginal analysis?

Accepted Answer

It is difficult for managers t

Question 11

What are the long-term and short term effects of communication programs?

Accepted Answer

From a long term perspective, communicat

Question 12

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 can the store manager do to resolve the problem of inconsistency with the communication mix?

Accepted Answer

A)  The manager can develop an integrated marketing communication program 
B)  The manager can imitate the communication programs of successful competitors 
C)  The manager can re-examine the elements of the mix that can be eliminated 
D)  The manager can determine which communication program works best for her local market 
E)  The manager can re-train associates to support the image of elegance and fashion 
A)  The manager can develop an integrated marketing communication program 
B)  The manager can imitate the communication programs of successful competitors 
C)  The manager can re-examine the elements of the mix that can be eliminated 
D)  The manager can determine which communication program works best for her local market 
E)  The manager can re-train associates to support the image of elegance and fashion

Question 13

How can brands benefit the consumer?

Accepted Answer

Brands benefit the consumer in that (1)

Question 14

The owner of a jewelry store estimated advertising by all jewelry stores in the trading area as $4,000 His estimate for his store's market share was 35 percent. By using the competitive parity method, what is the jewelry store's communication budget?

Accepted Answer

A)  $1,500 
B)  $4,000 
C)  $600 
D)  $10,000 
E)  $1,400 
A)  $1,500 
B)  $4,000 
C)  $600 
D)  $10,000 
E)  $1,400

Question 15

Which of the following programs help retailers deliver comprehensive and consistent messages to their customers?

Accepted Answer

A)  Interpersonal communication programs 
B)  CRM programs 
C)  Objective and task program 
D)  Integrated marketing communication programs 
E)  Customer service programs 
A)  Interpersonal communication programs 
B)  CRM programs 
C)  Objective and task program 
D)  Integrated marketing communication programs 
E)  Customer service programs

Question 16

Publicity is often used to communicate with:

Accepted Answer

A)  potential shoppers 
B)  employees 
C)  loyal shoppers 
D)  investors 
E)  all of these 
A)  potential shoppers 
B)  employees 
C)  loyal shoppers 
D)  investors 
E)  all of these

Question 17

What is the problem with using sales promotions as the only way of communicating with the customer?

Accepted Answer

While sales promotions are eff

Question 18

Vicky's Lawn Service has been serving her community for several years. Recently Vicky realized her business offered some similar lawn services as her competitors, and some very different services, and was less expensive. Which of the following advertising media would work best if she wanted to convey this information to the community?

Accepted Answer

A)  Outdoor Billboards 
B)  Yellow Pages 
C)  Newspapers 
D)  Television 
E)  Radio 
A)  Outdoor Billboards 
B)  Yellow Pages 
C)  Newspapers 
D)  Television 
E)  Radio

Question 19

In advertising, what do we mean when we use the word, "impact"?

Accepted Answer

The effectiveness on

Question 20

How can retailers build top-of-mind awareness?

Accepted Answer

Retailers can build top-of-min

Marginal analysis method of communication budget setting is based on:

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

How can having strong brands benefit a retailer?

Which of the following is not true about co-op advertising?

Advertising media are compared by using:

Why are publicity and word-of-mouth more credible than information in paid communication sources?

occurs when consumers indicate they know the retail brand when the name has been presented to them

Why is it difficult for managers to do a marginal analysis?

What are the long-term and short term effects of communication programs?

How can brands benefit the consumer?

The owner of a jewelry store estimated advertising by all jewelry stores in the trading area as $4,000 His estimate for his store's market share was 35 percent. By using the competitive parity method, what is the jewelry store's communication budget?

Which of the following programs help retailers deliver comprehensive and consistent messages to their customers?

Publicity is often used to communicate with:

What is the problem with using sales promotions as the only way of communicating with the customer?

In advertising, what do we mean when we use the word, "impact"?

How can retailers build top-of-mind awareness?

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviou

Retail Market Strategy

Retail Locations Strategytrade Area Decisions and Site Assessment

Store Design, Layout, and Visual Merchandising Strategy

International Retailing Strategy

Financial Strategy

Information Systems and Supply Chain Management

Merchandise Management

Buying Strategies

Retail Pricing

Human Resource Management and Staff Training Issues

Building Customer Loyalty: Customer Relationship Management and Service Strategies

Filters

Exam 15: Appealing to the Customer: Retail Communication Mix

Marginal analysis method of communication budget setting is based on:

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

How can having strong brands benefit a retailer?

Which of the following is not true about co-op advertising?

Advertising media are compared by using:

Why are publicity and word-of-mouth more credible than information in paid communication sources?

occurs when consumers indicate they know the retail brand when the name has been presented to them

Why is it difficult for managers to do a marginal analysis?

What are the long-term and short term effects of communication programs?

How can brands benefit the consumer?

The owner of a jewelry store estimated advertising by all jewelry stores in the trading area as $4,000 His estimate for his store's market share was 35 percent. By using the competitive parity method, what is the jewelry store's communication budget?

Which of the following programs help retailers deliver comprehensive and consistent messages to their customers?

Publicity is often used to communicate with:

What is the problem with using sales promotions as the only way of communicating with the customer?

In advertising, what do we mean when we use the word, "impact"?

How can retailers build top-of-mind awareness?

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviou

Retail Market Strategy

Retail Locations Strategytrade Area Decisions and Site Assessment

Store Design, Layout, and Visual Merchandising Strategy

International Retailing Strategy

Financial Strategy

Information Systems and Supply Chain Management

Merchandise Management

Buying Strategies

Retail Pricing

Human Resource Management and Staff Training Issues

Building Customer Loyalty: Customer Relationship Management and Service Strategies

Filters