Question 1

A communication objective would be used to:

Accepted Answer

A)  increase store sales over the next seven or fewer days 
B)  increase store profits 
C)  make consumers aware of the store and its merchandise 
D)  reduce employee turnover by 10% 
E)  do all of these 
A)  increase store sales over the next seven or fewer days 
B)  increase store profits 
C)  make consumers aware of the store and its merchandise 
D)  reduce employee turnover by 10% 
E)  do all of these

Question 2

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

Question 3

QR codes are:

Accepted Answer

A)  Quality restrictions placed on exporters of goods originating in third world countries 
B)  Imbedded in smart phones and works in tandem with RFID and CSIS technologies 
C)  Intended to be scanned by in store security to reduce employee theft 
D)  Quantity revisions sent by head office to reduce inventory gaps occurring on "fad" type merchandise 
E)  Intended to be scanned by the camera on a mobile phone, providing for fast transfer of information 
A)  Quality restrictions placed on exporters of goods originating in third world countries 
B)  Imbedded in smart phones and works in tandem with RFID and CSIS technologies 
C)  Intended to be scanned by in store security to reduce employee theft 
D)  Quantity revisions sent by head office to reduce inventory gaps occurring on "fad" type merchandise 
E)  Intended to be scanned by the camera on a mobile phone, providing for fast transfer of information

Question 4

Why is marginal analysis not widely used for setting the communication budget?

Accepted Answer

Marginal analysis is not widel

Question 5

Retailers use several methods to set communication budgets including (list 5 methods): ______________,____________________,__________________________,______________________,and ______________________.

Accepted Answer

Students may list from: Margin

Question 6

How can having strong brands benefit a retailer?

Accepted Answer

Having strong brand names can affect the

Question 7

How do retailers use QR codes?

Accepted Answer

Retailers use QR codes in a variety of w

Question 8

____________________ are effective for generating short-term interest among consumers,but they are not useful for building long-term loyalty.

Accepted Answer

The answer of ____________________ are effective for generating short-term interest...

Question 9

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

Accepted Answer

Because publicity and word of

Question 10

Which of the following is a brand association?

Accepted Answer

A)  Honda Civic and Buick 
B)  Retail Council of Canada 
C)  Walmart's low prices 
D)  Professional Golf Association 
E)  Peoples annual report 
A)  Honda Civic and Buick 
B)  Retail Council of Canada 
C)  Walmart's low prices 
D)  Professional Golf Association 
E)  Peoples annual report

Question 11

Percy opened a store selling computer software and computer services.Of the advertising media available to him,which would be most effective for targeting his local trading area?

Accepted Answer

A)  Internet 
B)  Radio 
C)  Television 
D)  Magazines 
E)  Newspapers 
A)  Internet 
B)  Radio 
C)  Television 
D)  Magazines 
E)  Newspapers

Question 12

______________ refers to the number of potential customers in the retailer's target market that could be exposed to an ad in a given medium.

Accepted Answer

A)  Reach 
B)  Cost 
C)  Impact 
D)  Coverage 
E)  Frequency 
A)  Reach 
B)  Cost 
C)  Impact 
D)  Coverage 
E)  Frequency

Question 13

Under the ______________________ method,the communication budget is set so that the retailer's share of communication expense is equal to its share of the market.

Accepted Answer

The answer of Under the ______________________ method,the communication budget is...

Question 14

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

Accepted Answer

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

Question 15

To develop a strong set of associations and a clearly defined brand image,retailers need to be __________________ in portraying the same message to customers over time and across all of the elements of their retail mix.

Accepted Answer

The answer of To develop a strong set of associations...

Question 16

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Accepted Answer

The method does not allow reta

Question 17

Luke was interested in developing a communication budget for his holistic vitamin shop which he will be opening in thirty days.He is planning an opening sale event,and will advertise through local newspapers.With the available information,the method would be best for Luke to use in developing his communication program is:

Accepted Answer

A)  objective and task method 
B)  affordable method 
C)  percentage of sales method 
D)  competitive parity method 
E)  marginal analysis method 
A)  objective and task method 
B)  affordable method 
C)  percentage of sales method 
D)  competitive parity method 
E)  marginal analysis method

Question 18

___________________ is the number of times a potential customer is exposed to a retailer's ad.

Accepted Answer

The answer of ___________________ is the number of times a...

Question 19

The term ___________________ refers to an advertisement's effect on its target audience.

Accepted Answer

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

Question 20

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

A communication objective would be used to:

QR codes are:

Why is marginal analysis not widely used for setting the communication budget?

Retailers use several methods to set communication budgets including (list 5 methods): ,,,,and ____________.

How can having strong brands benefit a retailer?

How do retailers use QR codes?

____________________ are effective for generating short-term interest among consumers,but they are not useful for building long-term loyalty.

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

Which of the following is a brand association?

Percy opened a store selling computer software and computer services.Of the advertising media available to him,which would be most effective for targeting his local trading area?

______________ refers to the number of potential customers in the retailer's target market that could be exposed to an ad in a given medium.

Under the ______________________ method,the communication budget is set so that the retailer's share of communication expense is equal to its share of the market.

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

To develop a strong set of associations and a clearly defined brand image,retailers need to be __________________ in portraying the same message to customers over time and across all of the elements of their retail mix.

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

___________________ is the number of times a potential customer is exposed to a retailer's ad.

The term ___________________ refers to an advertisement's effect on its target audience.

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviour

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

A communication objective would be used to:

QR codes are:

Why is marginal analysis not widely used for setting the communication budget?

Retailers use several methods to set communication budgets including (list 5 methods): ______________,____________________,__________________________,______________________,and ______________________.

How can having strong brands benefit a retailer?

How do retailers use QR codes?

____________________ are effective for generating short-term interest among consumers,but they are not useful for building long-term loyalty.

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

Which of the following is a brand association?

Percy opened a store selling computer software and computer services.Of the advertising media available to him,which would be most effective for targeting his local trading area?

______________ refers to the number of potential customers in the retailer's target market that could be exposed to an ad in a given medium.

Under the ______________________ method,the communication budget is set so that the retailer's share of communication expense is equal to its share of the market.

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

To develop a strong set of associations and a clearly defined brand image,retailers need to be __________________ in portraying the same message to customers over time and across all of the elements of their retail mix.

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

___________________ is the number of times a potential customer is exposed to a retailer's ad.

The term ___________________ refers to an advertisement's effect on its target audience.

Introduction to the World of Retailing

Types of Retailers

Customer Buying Behaviour

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

Retailers use several methods to set communication budgets including (list 5 methods): ,,,,and ____________.