Exam 11: Advertising and Promotion

Loyalty programs are generally considered joint-sponsored promotions.

Institutional advertising is an attempt by the retailer to gain long-term benefits by selling the store itself rather than the merchandise in it.

Dad's Sandwich Shop offers frequent buyer points to its customers through a punch card program.Dad's is engaging in:

The Internet is playing an important promotional role for retailers.

When a retailer's advertising message depicts the consumer in everyday settings using the retailer's products,the retailer is said to be using a(n)_____ approach.

Established stores need higher promotional budgets than new stores.

Retailers should manage the five basic promotion components (advertising,publicity,personal selling,and Internet selling)from a total system perspective.

Brynn's Bakery runs an advertisement touting the importance of diet and exercise.It also mentions how Brynn's uses the finest ingredients and offers many heart healthy choices.This is an example of _____ advertising.

How do coverage,reach and frequency relate to media selection? What guidelines should a retailer follow in terms of the timing of advertisements received by the consumer?

Retailers seldom use newspaper advertising because of its short life span.

The use of horizontal cooperative advertising can create substantially more store traffic than having each individual retailer run a separate advertisement.

Advertising should be concentrated around times when people receive their payroll checks.

Creative retail ads should seek to accomplish all of the following EXCEPT:

Which of the following statements best defines coverage?

If a newspaper is distributed to 50 percent of the 80,000 households in a retailer's target market,the reach is 40,000 households.

Southwest Airlines sponsors a number of public service activities at both the national and local levels.For instance,at the national level,employees support the Ronald McDonald House.In doing so,Southwest is attempting to achieve what long-term promotion objective?

The Macy's Thanksgiving Day Parade is an example of the publicity component of promotion

Which of the following is an example of publicity?

Increased patronage is probably one of the most common promotion objectives found in retailing.

Which of the following is an accurate statement about the scheduling of advertising?