Question 1

Retailers generally promote the price of a product in their ads,while the manufacturers promote the features of the product.

Accepted Answer

A) True 
 B)False  True

Question 2

One disadvantage of television advertising is that competition is high for the viewer's attention.

Accepted Answer

A) True 
 B)False  True

Question 3

When the authors made a book purchase through the Amazon.com Web site,they received a $50 coupon to purchase garden supplies from Amazon.Amazon's use of coupons to cross-sell is an example of _____ advertising.

Accepted Answer

A)  patronage 
B)  reinforcement 
C)  institutional 
D)  promotional 
E)  performance 
A)  patronage 
B)  reinforcement 
C)  institutional 
D)  promotional 
E)  performance D

Question 4

Retailers use _____,which consists of four components (advertising,sales promotion,publicity,and personal selling),as a means to bring traffic into their stores.

Accepted Answer

A)  the marketing mix 
B)  promotion 
C)  a sales generation plan 
D)  the retail mix 
E)  competition analysis 
A)  the marketing mix 
B)  promotion 
C)  a sales generation plan 
D)  the retail mix 
E)  competition analysis

Question 5

Advertising effectiveness refers to:

Accepted Answer

A)  if it achieved the lowest CPM-TM. 
B)  the impact an advertisement makes on potential customers. 
C)  the number of target customers that come into contact with a given advertising message. 
D)  the extent to which advertising has produced the desired result. 
E)  the number of times a member of a target group is exposed to a specific advertisement. 
A)  if it achieved the lowest CPM-TM. 
B)  the impact an advertisement makes on potential customers. 
C)  the number of target customers that come into contact with a given advertising message. 
D)  the extent to which advertising has produced the desired result. 
E)  the number of times a member of a target group is exposed to a specific advertisement.

Question 6

The manager of a neighborhood hobby shop has decided that this year,due to an adverse local economy,she can only afford to spend $1,200 promoting through newspaper and radio advertisements.The manager is utilizing the _____ method in determining the shop's advertising budget.

Accepted Answer

A)  percentage-of-sales 
B)  task-and-objective 
C)  affordable 
D)  competitive parity 
E)  maximization 
A)  percentage-of-sales 
B)  task-and-objective 
C)  affordable 
D)  competitive parity 
E)  maximization

Question 7

Publicity offers retailers all of the following advantages EXCEPT:

Accepted Answer

A)  appeals to a mass audience. 
B)  is considered to objective. 
C)  is easy to manage and plan. 
D)  provides a high level of credibility. 
E)  is typically free. 
A)  appeals to a mass audience. 
B)  is considered to objective. 
C)  is easy to manage and plan. 
D)  provides a high level of credibility. 
E)  is typically free.

Question 8

An owner of a computer repair service has decided that 8 percent of next year's projected sales will be spent on advertising.The owner is utilizing the percentage-of-sales method in determining the service's advertising budget.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements is FALSE?

Accepted Answer

A)  Sales promotions should seek to provide some type of short-term sales incentive. 
B)  Both sales promotions and publicity should be consistent with and reinforce the retailer's overall promotion objectives. 
C)  Sales promotions usually warrant more attention by retail decision makers than is typically given. 
D)  Sales promotions can be significant in helping the retailer differentiate itself from competitors. 
E)  Sales promotions play a very small role in most retailers' overall promotion strategy. 
A)  Sales promotions should seek to provide some type of short-term sales incentive. 
B)  Both sales promotions and publicity should be consistent with and reinforce the retailer's overall promotion objectives. 
C)  Sales promotions usually warrant more attention by retail decision makers than is typically given. 
D)  Sales promotions can be significant in helping the retailer differentiate itself from competitors. 
E)  Sales promotions play a very small role in most retailers' overall promotion strategy.

Question 10

Unlike print media ads,a disadvantage of radio advertisements is that they are not easily saved for future reference.

Accepted Answer

A) True 
 B)False

Question 11

A retailer's long-term promotion objectives should:

Accepted Answer

A)  focus on increasing patronage of existing customers. 
B)  attract new customers from the existing trade area. 
C)  increase customer satisfaction. 
D)  seek to create a positive store image. 
E)  always seek to bolster short-term results as well. 
A)  focus on increasing patronage of existing customers. 
B)  attract new customers from the existing trade area. 
C)  increase customer satisfaction. 
D)  seek to create a positive store image. 
E)  always seek to bolster short-term results as well.

Question 12

The most popular sales promotion tools in retailing are premiums,frequent-buyer programs,coupons,in-store displays,contests and sweepstakes,product demonstrations,and sampling.

Accepted Answer

A) True 
 B)False

Question 13

Your boss,the owner of a local apparel retailer,has asked you to select an appropriate media to use for her advertising campaign.Explain the media alternatives available for her retail store,including the advantages and disadvantages of each.What three goals should your creative retail ad campaign accomplish?

Accepted Answer

You could give the following suggestions

Question 14

Don's Daily Donuts can only afford to spend $7,000 on advertising this month due the adverse local economic impacts on sales.This is an example of utilizing the task-and-objective method in determining the donut shop's advertising budget.

Accepted Answer

A) True 
 B)False

Question 15

Retailers should always view vertical co-op advertising as a good deal,because the vendor is paying part of the retailer's cost.

Accepted Answer

A) True 
 B)False

Question 16

Frequency is the average number of times each person who is reached is exposed to an advertisement during a given time period.

Accepted Answer

A) True 
 B)False

Question 17

Retailers need not concern themselves with integrating promotional programs with other retail decisions to achieve high-performance results.

Accepted Answer

A) True 
 B)False

Question 18

Retailers usually classify sales promotions as either sole sponsored or joint sponsored.

Accepted Answer

A) True 
 B)False

Question 19

_____ is the most frequently used advertising medium in retailing.

Accepted Answer

A)  Television 
B)  The Internet 
C)  Direct mail 
D)  Radio 
E)  Newspaper 
A)  Television 
B)  The Internet 
C)  Direct mail 
D)  Radio 
E)  Newspaper

Question 20

If the manager of the local barbeque restaurant has determined that the theoretical number of consumers reached by its newspaper advertisement is 14,000 households,then the manager is estimating the _____ of the medium.

Accepted Answer

A)  frequency 
B)  reach 
C)  impact 
D)  awareness 
E)  coverage 
A)  frequency 
B)  reach 
C)  impact 
D)  awareness 
E)  coverage

Retailers generally promote the price of a product in their ads,while the manufacturers promote the features of the product.

One disadvantage of television advertising is that competition is high for the viewer's attention.

When the authors made a book purchase through the Amazon.com Web site,they received a $50 coupon to purchase garden supplies from Amazon.Amazon's use of coupons to cross-sell is an example of _____ advertising.

Retailers use _____,which consists of four components (advertising,sales promotion,publicity,and personal selling),as a means to bring traffic into their stores.

Advertising effectiveness refers to:

The manager of a neighborhood hobby shop has decided that this year,due to an adverse local economy,she can only afford to spend $1,200 promoting through newspaper and radio advertisements.The manager is utilizing the _____ method in determining the shop's advertising budget.

Publicity offers retailers all of the following advantages EXCEPT:

An owner of a computer repair service has decided that 8 percent of next year's projected sales will be spent on advertising.The owner is utilizing the percentage-of-sales method in determining the service's advertising budget.

Which of the following statements is FALSE?

Unlike print media ads,a disadvantage of radio advertisements is that they are not easily saved for future reference.

A retailer's long-term promotion objectives should:

The most popular sales promotion tools in retailing are premiums,frequent-buyer programs,coupons,in-store displays,contests and sweepstakes,product demonstrations,and sampling.

Don's Daily Donuts can only afford to spend $7,000 on advertising this month due the adverse local economic impacts on sales.This is an example of utilizing the task-and-objective method in determining the donut shop's advertising budget.

Retailers should always view vertical co-op advertising as a good deal,because the vendor is paying part of the retailer's cost.

Frequency is the average number of times each person who is reached is exposed to an advertisement during a given time period.

Retailers need not concern themselves with integrating promotional programs with other retail decisions to achieve high-performance results.

Retailers usually classify sales promotions as either sole sponsored or joint sponsored.

_____ is the most frequently used advertising medium in retailing.

If the manager of the local barbeque restaurant has determined that the theoretical number of consumers reached by its newspaper advertisement is 14,000 households,then the manager is estimating the _____ of the medium.

Perspectives on Retailing

Retail Strategic Planning and Operations Management

Retail Customers

Evaluating the Competition in Retailing

Managing the Supply Chain

Legal and Ethical Behavior

Market Selection and Retail Location Analysis

Managing a Retailer’s Finances

Merchandise Buying and Handling

Merchandise Pricing

Customer Service and Retail Selling

Store Layout and Design

Managing People

Filters

Exam 11: Advertising and Promotion

Retailers generally promote the price of a product in their ads,while the manufacturers promote the features of the product.

One disadvantage of television advertising is that competition is high for the viewer's attention.

When the authors made a book purchase through the Amazon.com Web site,they received a $50 coupon to purchase garden supplies from Amazon.Amazon's use of coupons to cross-sell is an example of _____ advertising.

Retailers use _____,which consists of four components (advertising,sales promotion,publicity,and personal selling),as a means to bring traffic into their stores.

Advertising effectiveness refers to:

The manager of a neighborhood hobby shop has decided that this year,due to an adverse local economy,she can only afford to spend $1,200 promoting through newspaper and radio advertisements.The manager is utilizing the _____ method in determining the shop's advertising budget.

Publicity offers retailers all of the following advantages EXCEPT:

An owner of a computer repair service has decided that 8 percent of next year's projected sales will be spent on advertising.The owner is utilizing the percentage-of-sales method in determining the service's advertising budget.

Which of the following statements is FALSE?

Unlike print media ads,a disadvantage of radio advertisements is that they are not easily saved for future reference.

A retailer's long-term promotion objectives should:

The most popular sales promotion tools in retailing are premiums,frequent-buyer programs,coupons,in-store displays,contests and sweepstakes,product demonstrations,and sampling.

Don's Daily Donuts can only afford to spend $7,000 on advertising this month due the adverse local economic impacts on sales.This is an example of utilizing the task-and-objective method in determining the donut shop's advertising budget.

Retailers should always view vertical co-op advertising as a good deal,because the vendor is paying part of the retailer's cost.

Frequency is the average number of times each person who is reached is exposed to an advertisement during a given time period.

Retailers need not concern themselves with integrating promotional programs with other retail decisions to achieve high-performance results.

Retailers usually classify sales promotions as either sole sponsored or joint sponsored.

_____ is the most frequently used advertising medium in retailing.

If the manager of the local barbeque restaurant has determined that the theoretical number of consumers reached by its newspaper advertisement is 14,000 households,then the manager is estimating the _____ of the medium.

Perspectives on Retailing

Retail Strategic Planning and Operations Management

Retail Customers

Evaluating the Competition in Retailing

Managing the Supply Chain

Legal and Ethical Behavior

Market Selection and Retail Location Analysis

Managing a Retailer’s Finances

Merchandise Buying and Handling

Merchandise Pricing

Customer Service and Retail Selling

Store Layout and Design

Managing People

Filters