Question 1

A retailer's problem with the use of PMs is _____.

Accepted Answer

A) that the costs are borne by the retailer 
B) that self-service is encouraged 
C) the reduction in a retailer's channel control 
D) that only a small portion of the target market is reached 
A) that the costs are borne by the retailer 
B) that self-service is encouraged 
C) the reduction in a retailer's channel control 
D) that only a small portion of the target market is reached C

Question 2

Which type of retailer ad is most likely to include a coupon or response card?

Accepted Answer

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

Question 3

Order-taking sales positions are common in stores that rely on self-service.

Accepted Answer

A) True 
 B)False  True

Question 4

A medium that appeals to a large geographic audience may have substantial waste for a local retailer.

Accepted Answer

A) True 
 B)False

Question 5

Advertising is any communication by a retailer that informs,persuades,and/or reminds a target market.

Accepted Answer

A) True 
 B)False

Question 6

A free alphabetical listing is provided to all advertisers in _____.

Accepted Answer

A) shoppers 
B) the Yellow Pages 
C) flyers/circulars 
D) the White Pages 
A) shoppers 
B) the Yellow Pages 
C) flyers/circulars 
D) the White Pages

Question 7

A newspaper's cost per thousand equals $20;however,only three-quarters of its readers are in a retailer's target market.The retailer's real cost per thousand is _____.

Accepted Answer

A) $15.00 
B) $25.00 
C) $22.00 
D) $26.67 
A) $15.00 
B) $25.00 
C) $22.00 
D) $26.67

Question 8

A magazine with a circulation of 2,500,000 and a per-page advertising rate of $30,000 has a cost per thousand of _____.

Accepted Answer

A) $7.14 
B) $12.00 
C) $71.40 
D) $120.00 
A) $7.14 
B) $12.00 
C) $71.40 
D) $120.00

Question 9

Extensive coverage means high reach and high frequency.

Accepted Answer

A) True 
 B)False

Question 10

In a distributed promotion effort,_____.

Accepted Answer

A) reach is stressed over frequency 
B) salesmanship is stressed 
C) advertising,personal selling,public relations,and sales promotion are coordinated 
D) retailers promote throughout the year 
A) reach is stressed over frequency 
B) salesmanship is stressed 
C) advertising,personal selling,public relations,and sales promotion are coordinated 
D) retailers promote throughout the year

Question 11

In massed advertising,_____.

Accepted Answer

A) reach is irregular throughout the year 
B) reach is regular throughout the year 
C) frequency is irregular throughout the year 
D) frequency is regular throughout the year 
A) reach is irregular throughout the year 
B) reach is regular throughout the year 
C) frequency is irregular throughout the year 
D) frequency is regular throughout the year

Question 12

Extensive media coverage refers to _____ reach with _____ frequency.

Accepted Answer

A) high;high 
B) high;low 
C) low;high 
D) low;low 
A) high;high 
B) high;low 
C) low;high 
D) low;low

Question 13

The first step in the hierarchy of effects is awareness.

Accepted Answer

A) True 
 B)False

Question 14

The major difference between a contest and a sweepstakes is _____.

Accepted Answer

A) that contests are aimed at repeat purchases 
B) that contests are tied to patronage 
C) the extent to which skill is involved in winning 
D) the sponsorship 
A) that contests are aimed at repeat purchases 
B) that contests are tied to patronage 
C) the extent to which skill is involved in winning 
D) the sponsorship

Question 15

The early stages of the hierarchy of effects are most likely to utilize _____.

Accepted Answer

A) public relations 
B) personal selling 
C) pioneer advertisements 
D) competitive advertisements 
A) public relations 
B) personal selling 
C) pioneer advertisements 
D) competitive advertisements

Question 16

Frequency refers to the number of distinct people who are exposed to an advertisement during a specific time period.

Accepted Answer

A) True 
 B)False

Question 17

Which advertising medium generally has circulation or market coverage that is limited to active shoppers?

Accepted Answer

A) radio 
B) weekly newspaper 
C) direct mail 
D) Yellow pages 
A) radio 
B) weekly newspaper 
C) direct mail 
D) Yellow pages

Question 18

The major distinction between the canned sales presentation and the need-satisfaction approach relates to _____.

Accepted Answer

A) the total time spent with a prospect 
B) total training costs 
C) whether the sales presentation is changed to reflect a prospect's needs 
D) whether order-taker or order-getter personnel are used 
A) the total time spent with a prospect 
B) total training costs 
C) whether the sales presentation is changed to reflect a prospect's needs 
D) whether order-taker or order-getter personnel are used

Question 19

The creation of regional editions,editorial association,and use of color have increased retailer use of _____.

Accepted Answer

A) direct mail 
B) telephone directories 
C) magazines 
D) outdoor or billboard advertising 
A) direct mail 
B) telephone directories 
C) magazines 
D) outdoor or billboard advertising

Question 20

PMs are paid by manufacturers to retailers that meet sales goals.

Accepted Answer

A) True 
 B)False

A retailer's problem with the use of PMs is _____.

Which type of retailer ad is most likely to include a coupon or response card?

Order-taking sales positions are common in stores that rely on self-service.

A medium that appeals to a large geographic audience may have substantial waste for a local retailer.

Advertising is any communication by a retailer that informs,persuades,and/or reminds a target market.

A free alphabetical listing is provided to all advertisers in _____.

A newspaper's cost per thousand equals $20;however,only three-quarters of its readers are in a retailer's target market.The retailer's real cost per thousand is _____.

A magazine with a circulation of 2,500,000 and a per-page advertising rate of $30,000 has a cost per thousand of _____.

Extensive coverage means high reach and high frequency.

In a distributed promotion effort,_____.

In massed advertising,_____.

Extensive media coverage refers to _ reach with _ frequency.

The first step in the hierarchy of effects is awareness.

The major difference between a contest and a sweepstakes is _____.

The early stages of the hierarchy of effects are most likely to utilize _____.

Frequency refers to the number of distinct people who are exposed to an advertisement during a specific time period.

Which advertising medium generally has circulation or market coverage that is limited to active shoppers?

The major distinction between the canned sales presentation and the need-satisfaction approach relates to _____.

The creation of regional editions,editorial association,and use of color have increased retailer use of _____.

PMs are paid by manufacturers to retailers that meet sales goals.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy

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

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Integrating and Controlling the Retail Strategy

Filters

Exam 19: Promotional Strategy

A retailer's problem with the use of PMs is _____.

Which type of retailer ad is most likely to include a coupon or response card?

Order-taking sales positions are common in stores that rely on self-service.

A medium that appeals to a large geographic audience may have substantial waste for a local retailer.

Advertising is any communication by a retailer that informs,persuades,and/or reminds a target market.

A free alphabetical listing is provided to all advertisers in _____.

A newspaper's cost per thousand equals $20;however,only three-quarters of its readers are in a retailer's target market.The retailer's real cost per thousand is _____.

A magazine with a circulation of 2,500,000 and a per-page advertising rate of $30,000 has a cost per thousand of _____.

Extensive coverage means high reach and high frequency.

In a distributed promotion effort,_____.

In massed advertising,_____.

Extensive media coverage refers to _____ reach with _____ frequency.

The first step in the hierarchy of effects is awareness.

The major difference between a contest and a sweepstakes is _____.

The early stages of the hierarchy of effects are most likely to utilize _____.

Frequency refers to the number of distinct people who are exposed to an advertisement during a specific time period.

Which advertising medium generally has circulation or market coverage that is limited to active shoppers?

The major distinction between the canned sales presentation and the need-satisfaction approach relates to _____.

The creation of regional editions,editorial association,and use of color have increased retailer use of _____.

PMs are paid by manufacturers to retailers that meet sales goals.

An Introduction to Retailing

Building and Sustaining Relationships in Retailing

Strategic Planning in Retailing

Retail Institutions by Ownership

Retail Institutions by Store-Based Strategy

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

Financial Merchandise Management

Pricing in Retailing

Establishing and Maintaining a Retail Image

Integrating and Controlling the Retail Strategy

Filters

Extensive media coverage refers to _ reach with _ frequency.