Exam 15: Appealing to the Customer: Retail Communication Mix

When a customer is asked about retailers that sell vacuum cleaners and she responds with "Sears," it can be said that Sears has __________________________.

Under the competitive parity method,the communication budget is set so that:

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

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

Allocating the budget to merchandise areas that will yield the greatest return is referred to as the ___________________________.

What do retailers need to do to develop a strong set of associations and a clearly defined brand image?

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

Reginald manages a large antique mall housing 200 retailers.Up until a year ago,his advertising was limited to signage along the local highway.For the past year,he has been advertising in antique magazines and regional newspapers,in order to increase total sales in the mall.How should Reginald begin with evaluating the results of his advertising campaign?

Anything linked to or connected with the brand name in a consumer's memory is called a ______________________.

Which of the following are brand names?

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

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

How can frequency for Internet advertising be assessed?

When customers indicate they know the brand when the name is presented to them,it is called ___________________.

A(n)_________________ is a set of associations that are usually organized around some meaningful themes.

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