Question 1

Which of the following is NOT a common objective for a retailer's advertising campaign?

Accepted Answer

A)  Make customers in your trading area aware that you offer the lowest prices 
B)  Make customers aware of your large stock selection 
C)  Cultivate new customers 
D)  Increase sales 
E)  Make customers think of you first when a need for your products occurs 
A)  Make customers in your trading area aware that you offer the lowest prices 
B)  Make customers aware of your large stock selection 
C)  Cultivate new customers 
D)  Increase sales 
E)  Make customers think of you first when a need for your products occurs

Question 2

During the holiday season,a decision is made by the retailers in a local mall to share the costs of holiday advertising.When retailers engage in this type of activity,it is called:

Accepted Answer

A)  same-level advertising. 
B)  vertical cooperative advertising. 
C)  integrated mall advertising. 
D)  horizontal cooperative advertising. 
E)  shared-costs advertising. 
A)  same-level advertising. 
B)  vertical cooperative advertising. 
C)  integrated mall advertising. 
D)  horizontal cooperative advertising. 
E)  shared-costs advertising.

Question 3

Which of the following factors is NOT normally considered by the retailer before setting an advertising objective?

Accepted Answer

A)  The supplier support available to the retailer 
B)  Size of trading area 
C)  Age of the store 
D)  Types of goods sold by the retailer 
E)  Media alternatives available to the retailer 
A)  The supplier support available to the retailer 
B)  Size of trading area 
C)  Age of the store 
D)  Types of goods sold by the retailer 
E)  Media alternatives available to the retailer

Question 4

Advertising efficiency is concerned with the extent to which an ad has produced the desired result.

Accepted Answer

A) True 
 B)False

Question 5

All of following are reasons why the promotion activities of the retailer's supply chain may conflict with the retailer's objectives EXCEPT:

Accepted Answer

A)  manufacturers want to create a positive image for their products. 
B)  retailers want consumers to know they have the products. 
C)  retailers usually attempt to explain how the product works. 
D)  manufacturers care only that consumers buy their products, not which store they make their purchases in. 
E)  retailers tend to be more short-term oriented. 
A)  manufacturers want to create a positive image for their products. 
B)  retailers want consumers to know they have the products. 
C)  retailers usually attempt to explain how the product works. 
D)  manufacturers care only that consumers buy their products, not which store they make their purchases in. 
E)  retailers tend to be more short-term oriented.

Question 6

Retailers want customers to make purchases in their stores; thus,retailers should mention the product's features,not its price,in their ads.

Accepted Answer

A) True 
 B)False

Question 7

Two of the advantages of magazine advertising are they have a better reproduction quality and a longer life span per issue.

Accepted Answer

A) True 
 B)False

Question 8

When a retailer chooses to use all the money it can afford to spend on advertising,the retailer is using which method to determine its advertising budget?

Accepted Answer

A)  Percentage-of-sales 
B)  Task-and-objective 
C)  Affordable 
D)  Competitive parity 
E)  Concentrated target market 
A)  Percentage-of-sales 
B)  Task-and-objective 
C)  Affordable 
D)  Competitive parity 
E)  Concentrated target market

Question 9

The retailer is not the only marketing channel member that uses promotion.

Accepted Answer

A) True 
 B)False

Question 10

Retailers using institutional advertising generally seek to establish what two major long-term promotion objectives?

Accepted Answer

A)  Creating a positive store image and public service promotion 
B)  Increasing sales to existing customers and attracting new customers 
C)  Reinforcing institutional objectives and reducing sales promotional activities 
D)  Advertising a sale and generating store traffic 
E)  Increasing sales and increasing profits 
A)  Creating a positive store image and public service promotion 
B)  Increasing sales to existing customers and attracting new customers 
C)  Reinforcing institutional objectives and reducing sales promotional activities 
D)  Advertising a sale and generating store traffic 
E)  Increasing sales and increasing profits

Question 11

Which of the following statements is true regarding retailers' use of advertising?

Accepted Answer

A)  Over time, television ads do not maintain their effects on consumer memory to the same extent as radio ads 
B)  Radio lacks the ability to target messages to select groups 
C)  Retailers are increasingly using television to create an image in the marketplace 
D)  Television advertising is the least expensive form of media available to retailers 
E)  "Surfing the tube" has decreased in recent years 
A)  Over time, television ads do not maintain their effects on consumer memory to the same extent as radio ads 
B)  Radio lacks the ability to target messages to select groups 
C)  Retailers are increasingly using television to create an image in the marketplace 
D)  Television advertising is the least expensive form of media available to retailers 
E)  "Surfing the tube" has decreased in recent years

Question 12

Which of the following statements about magazines is FALSE?

Accepted Answer

A)  Consumers spend more time, per issue, with a magazine than with a newspaper. 
B)  Magazines are the most useful in presenting institutional advertisements. 
C)  Magazines have a longer life span per issue than do newspapers. 
D)  Magazines have a high reproductive quality. 
E)  Magazines have the shortest lead time requirements. 
A)  Consumers spend more time, per issue, with a magazine than with a newspaper. 
B)  Magazines are the most useful in presenting institutional advertisements. 
C)  Magazines have a longer life span per issue than do newspapers. 
D)  Magazines have a high reproductive quality. 
E)  Magazines have the shortest lead time requirements.

Question 13

_____ is paid,nonpersonal communication through various media with the intent of informing and/or persuading members of a particular audience.

Accepted Answer

A)  Publicity 
B)  Advertising 
C)  Promotion 
D)  Propaganda 
E)  Self-promotion 
A)  Publicity 
B)  Advertising 
C)  Promotion 
D)  Propaganda 
E)  Self-promotion

Question 14

A sales associate at Autonation is describing the positive features of a new car to a customer.The sales associate is engaging in:

Accepted Answer

A)  sales promotion. 
B)  connection selling. 
C)  "conning" the folks. 
D)  personal selling. 
E)  sales management. 
A)  sales promotion. 
B)  connection selling. 
C)  "conning" the folks. 
D)  personal selling. 
E)  sales management.

Question 15

In-store displays,product demonstrations,samples and coupons are all forms of _____ promotions.

Accepted Answer

A)  jointly-sponsored 
B)  in-store sales 
C)  sole-sponsored 
D)  publicity 
E)  institutional 
A)  jointly-sponsored 
B)  in-store sales 
C)  sole-sponsored 
D)  publicity 
E)  institutional

Question 16

Advertising is paid,nonpersonal communication and includes communication about products,services,institutions,and ideas.

Accepted Answer

A) True 
 B)False

Question 17

When a retailer's advertising message creates a scenario for the customer's imagination that is built around the retailer's products,the retailer is said to be using a(n)_____ approach.

Accepted Answer

A)  mood/image 
B)  fantasy 
C)  humorous 
D)  lifestyle 
E)  slice-of-life 
A)  mood/image 
B)  fantasy 
C)  humorous 
D)  lifestyle 
E)  slice-of-life

Question 18

Ineffective advertising is usually the result of the retailer making all of the following mistakes EXCEPT:

Accepted Answer

A)  the consumer is bombarded with too many messages. 
B)  the advertising was not creative or appealing. 
C)  the retailer had too high of a CPM-TM. 
D)  there may have been poor internal communications among salesclerks, cashiers, stock clerks, and management. 
E)  the advertisement may not have been directed at the proper target market. 
A)  the consumer is bombarded with too many messages. 
B)  the advertising was not creative or appealing. 
C)  the retailer had too high of a CPM-TM. 
D)  there may have been poor internal communications among salesclerks, cashiers, stock clerks, and management. 
E)  the advertisement may not have been directed at the proper target market.

Question 19

All of the following are steps in a retail advertising campaign EXCEPT:

Accepted Answer

A)  designing the message. 
B)  researching the target market. 
C)  budgeting for the campaign. 
D)  selecting the media to use. 
E)  evaluating the campaign's results. 
A)  designing the message. 
B)  researching the target market. 
C)  budgeting for the campaign. 
D)  selecting the media to use. 
E)  evaluating the campaign's results.

Question 20

_____ advertising can be used by retailers to direct timed messages at a specific group of consumers without being noticed by the competition.

Accepted Answer

A)  Magazine 
B)  E-mail 
C)  Direct mail 
D)  Newspaper 
E)  Television 
A)  Magazine 
B)  E-mail 
C)  Direct mail 
D)  Newspaper 
E)  Television

Which of the following is NOT a common objective for a retailer's advertising campaign?

During the holiday season,a decision is made by the retailers in a local mall to share the costs of holiday advertising.When retailers engage in this type of activity,it is called:

Which of the following factors is NOT normally considered by the retailer before setting an advertising objective?

Advertising efficiency is concerned with the extent to which an ad has produced the desired result.

All of following are reasons why the promotion activities of the retailer's supply chain may conflict with the retailer's objectives EXCEPT:

Retailers want customers to make purchases in their stores; thus,retailers should mention the product's features,not its price,in their ads.

Two of the advantages of magazine advertising are they have a better reproduction quality and a longer life span per issue.

When a retailer chooses to use all the money it can afford to spend on advertising,the retailer is using which method to determine its advertising budget?

The retailer is not the only marketing channel member that uses promotion.

Retailers using institutional advertising generally seek to establish what two major long-term promotion objectives?

Which of the following statements is true regarding retailers' use of advertising?

Which of the following statements about magazines is FALSE?

_____ is paid,nonpersonal communication through various media with the intent of informing and/or persuading members of a particular audience.

A sales associate at Autonation is describing the positive features of a new car to a customer.The sales associate is engaging in:

In-store displays,product demonstrations,samples and coupons are all forms of _____ promotions.

Advertising is paid,nonpersonal communication and includes communication about products,services,institutions,and ideas.

When a retailer's advertising message creates a scenario for the customer's imagination that is built around the retailer's products,the retailer is said to be using a(n)_____ approach.

Ineffective advertising is usually the result of the retailer making all of the following mistakes EXCEPT:

All of the following are steps in a retail advertising campaign EXCEPT:

_____ advertising can be used by retailers to direct timed messages at a specific group of consumers without being noticed by the competition.

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

Which of the following is NOT a common objective for a retailer's advertising campaign?

During the holiday season,a decision is made by the retailers in a local mall to share the costs of holiday advertising.When retailers engage in this type of activity,it is called:

Which of the following factors is NOT normally considered by the retailer before setting an advertising objective?

Advertising efficiency is concerned with the extent to which an ad has produced the desired result.

All of following are reasons why the promotion activities of the retailer's supply chain may conflict with the retailer's objectives EXCEPT:

Retailers want customers to make purchases in their stores; thus,retailers should mention the product's features,not its price,in their ads.

Two of the advantages of magazine advertising are they have a better reproduction quality and a longer life span per issue.

When a retailer chooses to use all the money it can afford to spend on advertising,the retailer is using which method to determine its advertising budget?

The retailer is not the only marketing channel member that uses promotion.

Retailers using institutional advertising generally seek to establish what two major long-term promotion objectives?

Which of the following statements is true regarding retailers' use of advertising?

Which of the following statements about magazines is FALSE?

_____ is paid,nonpersonal communication through various media with the intent of informing and/or persuading members of a particular audience.

A sales associate at Autonation is describing the positive features of a new car to a customer.The sales associate is engaging in:

In-store displays,product demonstrations,samples and coupons are all forms of _____ promotions.

Advertising is paid,nonpersonal communication and includes communication about products,services,institutions,and ideas.

When a retailer's advertising message creates a scenario for the customer's imagination that is built around the retailer's products,the retailer is said to be using a(n)_____ approach.

Ineffective advertising is usually the result of the retailer making all of the following mistakes EXCEPT:

All of the following are steps in a retail advertising campaign EXCEPT:

_____ advertising can be used by retailers to direct timed messages at a specific group of consumers without being noticed by the competition.

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