Question 1

Advertising,public relations,personal selling,and sales promotion are the four elements of retail promotion.

Accepted Answer

A) True 
 B)False  True

Question 2

Advertising is characterized based on payment for media,a nonpersonal presentation,and an identified sponsor.

Accepted Answer

A) True 
 B)False  True

Question 3

In a horizontal cooperative advertising agreement,two or more noncompeting retailers share an advertisement.

Accepted Answer

A) True 
 B)False  True

Question 4

A magazine with a circulation of 10,000,000 has a per-page rate of $50,000.Seventy percent of the magazine's readers are target customers for the retailer.The retailer's real cost per thousand for this magazine is ________.

Accepted Answer

A)  $ 5.00 
B)  $ 7.00 
C)  $ 7.14 
D)  $10.00 
A)  $ 5.00 
B)  $ 7.00 
C)  $ 7.14 
D)  $10.00

Question 5

Which form of promotion has media payment,a nonpersonal presentation,out-of-store mass media,and an identified sponsor?

Accepted Answer

A)  sales promotion 
B)  advertising 
C)  public relations 
D)  personal selling 
A)  sales promotion 
B)  advertising 
C)  public relations 
D)  personal selling

Question 6

Which medium offers a retailer the greatest control in reaching a targeted geographic area?

Accepted Answer

A)  Yellow Pages 
B)  direct mail 
C)  daily newspapers 
D)  radio 
A)  Yellow Pages 
B)  direct mail 
C)  daily newspapers 
D)  radio

Question 7

The most complex method of establishing an overall promotional budget is the ________.

Accepted Answer

A)  objective-and-task method 
B)  percentage-of-sales technique 
C)  incremental method 
D)  all-you-can-afford method 
A)  objective-and-task method 
B)  percentage-of-sales technique 
C)  incremental method 
D)  all-you-can-afford method

Question 8

Which sales promotion form seeks to develop store loyalty?

Accepted Answer

A)  prizes 
B)  referral gifts 
C)  sweepstakes 
D)  frequent shopper programs 
A)  prizes 
B)  referral gifts 
C)  sweepstakes 
D)  frequent shopper programs

Question 9

Since sales promotion seeks to increase short-term sales,it is easier to determine the success of sales promotion than of institutional advertising.

Accepted Answer

A) True 
 B)False

Question 10

The most difficult task in using the objective-and-task method of promotional budgeting is ________.

Accepted Answer

A)  stating an objective in clear terms 
B)  determining success of an advertising campaign 
C)  outlining how each objective can be accomplished 
D)  determining media costs based upon the media plan 
A)  stating an objective in clear terms 
B)  determining success of an advertising campaign 
C)  outlining how each objective can be accomplished 
D)  determining media costs based upon the media plan

Question 11

Most smaller retailers cannot use national media as readily as a manufacturer.

Accepted Answer

A) True 
 B)False

Question 12

Institutional advertisements typically include name brands,prices,and style/color availability.

Accepted Answer

A) True 
 B)False

Question 13

Which element in the retail promotion mix generally emphasizes short-term sales increases?

Accepted Answer

A)  sales promotion 
B)  public relations 
C)  advertising 
D)  personal selling 
A)  sales promotion 
B)  public relations 
C)  advertising 
D)  personal selling

Question 14

Order-getting salespersons are most likely to engage in cross-selling and trading-up of customers.

Accepted Answer

A) True 
 B)False

Question 15

Sales promotion has a short-run orientation.

Accepted Answer

A) True 
 B)False

Question 16

A magazine has a circulation of 3,000,000,a per-page ad rate of $100,000,and waste of 30 percent.Its real cost per thousand is $57.33.

Accepted Answer

A) True 
 B)False

Question 17

The short space and long lead time make outdoor advertising least appropriate for what form of advertisements?

Accepted Answer

A)  institutional 
B)  pioneer 
C)  reminder 
D)  competitive 
A)  institutional 
B)  pioneer 
C)  reminder 
D)  competitive

Question 18

PMs are best defined as ________.

Accepted Answer

A)  promotional allowances paid to retailers by manufacturers and wholesalers for shelf space 
B)  rebates and other discounts given to buyers to induce their purchase of a manufacturer's products 
C)  point-of-purchase promotions developed by manufacturers to increase store traffic 
D)  additional compensation paid to retail salespeople by a manufacturer based on sales of its products 
A)  promotional allowances paid to retailers by manufacturers and wholesalers for shelf space 
B)  rebates and other discounts given to buyers to induce their purchase of a manufacturer's products 
C)  point-of-purchase promotions developed by manufacturers to increase store traffic 
D)  additional compensation paid to retail salespeople by a manufacturer based on sales of its products

Question 19

Develop a vertical cooperative agreement to ensure that a manufacturer's advertising goals are being achieved.

Accepted Answer

To develop a vertical cooperative agreem

Question 20

Since horizontal cooperative advertising agreements are within the scope of the Robinson-Patman Act,they must be offered to all competing retailers on a proportionate basis.

Accepted Answer

A) True 
 B)False

Advertising,public relations,personal selling,and sales promotion are the four elements of retail promotion.

Advertising is characterized based on payment for media,a nonpersonal presentation,and an identified sponsor.

In a horizontal cooperative advertising agreement,two or more noncompeting retailers share an advertisement.

A magazine with a circulation of 10,000,000 has a per-page rate of $50,000.Seventy percent of the magazine's readers are target customers for the retailer.The retailer's real cost per thousand for this magazine is ________.

Which form of promotion has media payment,a nonpersonal presentation,out-of-store mass media,and an identified sponsor?

Which medium offers a retailer the greatest control in reaching a targeted geographic area?

The most complex method of establishing an overall promotional budget is the ________.

Which sales promotion form seeks to develop store loyalty?

Since sales promotion seeks to increase short-term sales,it is easier to determine the success of sales promotion than of institutional advertising.

The most difficult task in using the objective-and-task method of promotional budgeting is ________.

Most smaller retailers cannot use national media as readily as a manufacturer.

Institutional advertisements typically include name brands,prices,and style/color availability.

Which element in the retail promotion mix generally emphasizes short-term sales increases?

Order-getting salespersons are most likely to engage in cross-selling and trading-up of customers.

Sales promotion has a short-run orientation.

A magazine has a circulation of 3,000,000,a per-page ad rate of $100,000,and waste of 30 percent.Its real cost per thousand is $57.33.

The short space and long lead time make outdoor advertising least appropriate for what form of advertisements?

PMs are best defined as ________.

Develop a vertical cooperative agreement to ensure that a manufacturer's advertising goals are being achieved.

Since horizontal cooperative advertising agreements are within the scope of the Robinson-Patman Act,they must be offered to all competing retailers on a proportionate basis.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy Mix

Web, nonstore-Based, and Other Forms of Nontraditional Retailing

Identifying and Understanding Consumers

Information Gathering and Processing in Retailing

Trading-Area Analysis

Site Selection

Retail Organization and Human Resource Management

Operations Management: Financial Dimensions

Operations Management: Operational Dimensions

Developing Merchandise Plans

Implementing Merchandise Plans

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Integrating and Controlling the Retail Strategy

Filters

Exam 19: Promotional Strategy

Advertising,public relations,personal selling,and sales promotion are the four elements of retail promotion.

Advertising is characterized based on payment for media,a nonpersonal presentation,and an identified sponsor.

In a horizontal cooperative advertising agreement,two or more noncompeting retailers share an advertisement.

A magazine with a circulation of 10,000,000 has a per-page rate of $50,000.Seventy percent of the magazine's readers are target customers for the retailer.The retailer's real cost per thousand for this magazine is ________.

Which form of promotion has media payment,a nonpersonal presentation,out-of-store mass media,and an identified sponsor?

Which medium offers a retailer the greatest control in reaching a targeted geographic area?

The most complex method of establishing an overall promotional budget is the ________.

Which sales promotion form seeks to develop store loyalty?

Since sales promotion seeks to increase short-term sales,it is easier to determine the success of sales promotion than of institutional advertising.

The most difficult task in using the objective-and-task method of promotional budgeting is ________.

Most smaller retailers cannot use national media as readily as a manufacturer.

Institutional advertisements typically include name brands,prices,and style/color availability.

Which element in the retail promotion mix generally emphasizes short-term sales increases?

Order-getting salespersons are most likely to engage in cross-selling and trading-up of customers.

Sales promotion has a short-run orientation.

A magazine has a circulation of 3,000,000,a per-page ad rate of $100,000,and waste of 30 percent.Its real cost per thousand is $57.33.

The short space and long lead time make outdoor advertising least appropriate for what form of advertisements?

PMs are best defined as ________.

Develop a vertical cooperative agreement to ensure that a manufacturer's advertising goals are being achieved.

Since horizontal cooperative advertising agreements are within the scope of the Robinson-Patman Act,they must be offered to all competing retailers on a proportionate basis.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy Mix

Web, nonstore-Based, and Other Forms of Nontraditional Retailing

Identifying and Understanding Consumers

Information Gathering and Processing in Retailing

Trading-Area Analysis

Site Selection

Retail Organization and Human Resource Management

Operations Management: Financial Dimensions

Operations Management: Operational Dimensions

Developing Merchandise Plans

Implementing Merchandise Plans

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Integrating and Controlling the Retail Strategy

Filters