Question 1

When developing a retail communication program, sales goals are set when the

Accepted Answer

A)  objectives are established. 
B)  budget is determined. 
C)  budget is allocated. 
D)  program is implemented and evaluated. 
E)  program is proposed. 
A)  objectives are established. 
B)  budget is determined. 
C)  budget is allocated. 
D)  program is implemented and evaluated. 
E)  program is proposed.

Question 2

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Accepted Answer

The method does not allow reta

Question 3

On a blog, an individual blogger or a group of users regularly post their opinions and various topical information on a web page.

Accepted Answer

A) True 
 B)False

Question 4

Target Field in Minneapolis, Minnesota, "Home of the Twins" baseball team, is an example of which type of communication method?

Accepted Answer

A)  Coupons 
B)  Event sponsorship 
C)  Rebates 
D)  Premiums 
E)  Point-of-purchase displays 
A)  Coupons 
B)  Event sponsorship 
C)  Rebates 
D)  Premiums 
E)  Point-of-purchase displays

Question 5

Which of the following forms of communication is the most expensive?

Accepted Answer

A)  Publicity 
B)  Salespeople 
C)  Advertising 
D)  Magazine 
E)  Newspaper 
A)  Publicity 
B)  Salespeople 
C)  Advertising 
D)  Magazine 
E)  Newspaper

Question 6

Which of the following is a well-stated communication program objective?

Accepted Answer

A)  Increase sales over 12 months. 
B)  Increase awareness in our target market. 
C)  Reduce customer complaints. 
D)  Increase brand awareness by 15% in the next 6 months. 
E)  Communicate our customer service commitment to our customers. 
A)  Increase sales over 12 months. 
B)  Increase awareness in our target market. 
C)  Reduce customer complaints. 
D)  Increase brand awareness by 15% in the next 6 months. 
E)  Communicate our customer service commitment to our customers.

Question 7

Target uses a Shopkick app to award points to customers who walk around a store and scan products; they can redeem these points for various rewards. Which of the following technologies will best suit this sales promotion?

Accepted Answer

A)  M-commerce 
B)  Blog 
C)  Twitter 
D)  Facebook 
E)  LinkedIn 
A)  M-commerce 
B)  Blog 
C)  Twitter 
D)  Facebook 
E)  LinkedIn

Question 8

The Macy's Thanksgiving Day Parade is an example of

Accepted Answer

A)  samples. 
B)  event sponsorship. 
C)  rebates. 
D)  premiums. 
E)  point-of-purchase display. 
A)  samples. 
B)  event sponsorship. 
C)  rebates. 
D)  premiums. 
E)  point-of-purchase display.

Question 9

In most cases, which of the following is a reason why it is very hard to perform a marginal analysis?

Accepted Answer

A)  It causes a brain drain within the organization. 
B)  It is a very expensive and time-consuming process. 
C)  It is hard to acquire accurate sales data from within the organization. 
D)  It is hard to acquire accurate information on communication expenditure. 
E)  Managers don't know the relationship between communication and sales. 
A)  It causes a brain drain within the organization. 
B)  It is a very expensive and time-consuming process. 
C)  It is hard to acquire accurate sales data from within the organization. 
D)  It is hard to acquire accurate information on communication expenditure. 
E)  Managers don't know the relationship between communication and sales.

Question 10

In new media, ________ refer to the number of times an ad appears in front of the user.

Accepted Answer

A)  impressions 
B)  view rates 
C)  air rates 
D)  True views 
E)  expressions 
A)  impressions 
B)  view rates 
C)  air rates 
D)  True views 
E)  expressions

Question 11

Target Corporation gives many millions of dollars to support education. Since 1962, Target has committed 5 percent of its income to support local communities. Target uses ________ to communicate their continued commitment to local communities.

Accepted Answer

A)  public relations 
B)  brand awareness 
C)  cooperative advertising 
D)  brand placement 
E)  brand associations 
A)  public relations 
B)  brand awareness 
C)  cooperative advertising 
D)  brand placement 
E)  brand associations

Question 12

Which of the following has enabled retailers to personalize their direct mail to all customers?

Accepted Answer

A)  Customer relationship management programs 
B)  Employee experience management programs 
C)  Employee feedback management programs 
D)  Partner relationship management programs 
E)  Sales force management programs 
A)  Customer relationship management programs 
B)  Employee experience management programs 
C)  Employee feedback management programs 
D)  Partner relationship management programs 
E)  Sales force management programs

Question 13

Retailers use ________ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Accepted Answer

A)  percentage-of-profit 
B)  competitive parity method 
C)  marginal analysis method 
D)  percentage-of-sales method 
E)  affordable budgeting method 
A)  percentage-of-profit 
B)  competitive parity method 
C)  marginal analysis method 
D)  percentage-of-sales method 
E)  affordable budgeting method

Question 14

Calculate the return on investment for an advertisement from the given data. Net sales is $1,000, and advertising cost is $50.

Accepted Answer

A)  18 
B)  19 
C)  21 
D)  23 
E)  25 
A)  18 
B)  19 
C)  21 
D)  23 
E)  25

Question 15

A retailer has developed a promotional video for his business. Which of the following new media platforms is best suited to host this video on the internet?

Accepted Answer

A)  Facebook 
B)  Twitter 
C)  LinkedIn 
D)  YouTube 
E)  Gmail 
A)  Facebook 
B)  Twitter 
C)  LinkedIn 
D)  YouTube 
E)  Gmail

Question 16

________ is based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution.

Accepted Answer

A)  Objective-and-task analysis 
B)  Rule-of-thumb analysis 
C)  Marginal analysis 
D)  Affordable budgeting analysis 
E)  Percentage-of-sales analysis 
A)  Objective-and-task analysis 
B)  Rule-of-thumb analysis 
C)  Marginal analysis 
D)  Affordable budgeting analysis 
E)  Percentage-of-sales analysis

Question 17

Which of the following is the formula for calculating click-through rate?

Accepted Answer

A)  Number of impressions + The number of times a user clicks on ad 
B)  The number of times a user clicks on an ad - Number of impressions 
C)  The number of times a user clicks on ad * Number of impressions 
D)  The number of times a user clicks on an ad/Number of impressions 
E)  Number of impressions - The number of times a user clicks on ad 
A)  Number of impressions + The number of times a user clicks on ad 
B)  The number of times a user clicks on an ad - Number of impressions 
C)  The number of times a user clicks on ad * Number of impressions 
D)  The number of times a user clicks on an ad/Number of impressions 
E)  Number of impressions - The number of times a user clicks on ad

Question 18

A freestanding insert (FSI) is also called a(n)

Accepted Answer

A)  preprint. 
B)  cogprint. 
C)  reprint. 
D)  postprint. 
E)  eprint. 
A)  preprint. 
B)  cogprint. 
C)  reprint. 
D)  postprint. 
E)  eprint.

Question 19

Similar to the other rule-of-thumb methods, the ________ doesn't allow retailers to exploit the unique opportunities or problems they confront in the market.

Accepted Answer

A)  percentage-of-sales method 
B)  competitive parity method 
C)  objective-and-task method 
D)  marginal analysis method 
E)  affordable budgeting method 
A)  percentage-of-sales method 
B)  competitive parity method 
C)  objective-and-task method 
D)  marginal analysis method 
E)  affordable budgeting method

Question 20

Luke was interested in developing a communication budget for the holistic vitamin shop he will be opening in 30 days. He is planning a few promotional sales and will advertise through local newspapers. With the available information, what method would be best for Luke to pursue to develop his communication program?

Accepted Answer

A)  Affordable method 
B)  Objective-and-task method 
C)  Percentage-of-sales method 
D)  Competitive-parity method 
E)  Developmental method 
A)  Affordable method 
B)  Objective-and-task method 
C)  Percentage-of-sales method 
D)  Competitive-parity method 
E)  Developmental method

When developing a retail communication program, sales goals are set when the

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

On a blog, an individual blogger or a group of users regularly post their opinions and various topical information on a web page.

Target Field in Minneapolis, Minnesota, "Home of the Twins" baseball team, is an example of which type of communication method?

Which of the following forms of communication is the most expensive?

Which of the following is a well-stated communication program objective?

Target uses a Shopkick app to award points to customers who walk around a store and scan products; they can redeem these points for various rewards. Which of the following technologies will best suit this sales promotion?

The Macy's Thanksgiving Day Parade is an example of

In most cases, which of the following is a reason why it is very hard to perform a marginal analysis?

In new media, ________ refer to the number of times an ad appears in front of the user.

Target Corporation gives many millions of dollars to support education. Since 1962, Target has committed 5 percent of its income to support local communities. Target uses ________ to communicate their continued commitment to local communities.

Which of the following has enabled retailers to personalize their direct mail to all customers?

Retailers use ________ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Calculate the return on investment for an advertisement from the given data. Net sales is $1,000, and advertising cost is $50.

A retailer has developed a promotional video for his business. Which of the following new media platforms is best suited to host this video on the internet?

________ is based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution.

Which of the following is the formula for calculating click-through rate?

A freestanding insert (FSI) is also called a(n)

Similar to the other rule-of-thumb methods, the ________ doesn't allow retailers to exploit the unique opportunities or problems they confront in the market.

Introduction to the World of Retailing

Types of Retailers

Multichannel and Omnichannel Retailing

Customer Buying Behavior

Retail Market Strategy

Financial Strategy

Retail Locations

Retail Site Location

Information Systems and Supply Chain Management

Customer Relationship Management

Managing the Merchandise Planning Process

Buying Merchandise

Retail Pricing

Human Resources and Managing the Store

Store Layout, Design, and Visual Merchandising

Customer Service

Filters

Exam 14: Retail Communication Mix

When developing a retail communication program, sales goals are set when the

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

On a blog, an individual blogger or a group of users regularly post their opinions and various topical information on a web page.

Target Field in Minneapolis, Minnesota, "Home of the Twins" baseball team, is an example of which type of communication method?

Which of the following forms of communication is the most expensive?

Which of the following is a well-stated communication program objective?

Target uses a Shopkick app to award points to customers who walk around a store and scan products; they can redeem these points for various rewards. Which of the following technologies will best suit this sales promotion?

The Macy's Thanksgiving Day Parade is an example of

In most cases, which of the following is a reason why it is very hard to perform a marginal analysis?

In new media, ________ refer to the number of times an ad appears in front of the user.

Target Corporation gives many millions of dollars to support education. Since 1962, Target has committed 5 percent of its income to support local communities. Target uses ________ to communicate their continued commitment to local communities.

Which of the following has enabled retailers to personalize their direct mail to all customers?

Retailers use ________ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Calculate the return on investment for an advertisement from the given data. Net sales is $1,000, and advertising cost is $50.

A retailer has developed a promotional video for his business. Which of the following new media platforms is best suited to host this video on the internet?

________ is based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution.

Which of the following is the formula for calculating click-through rate?

A freestanding insert (FSI) is also called a(n)

Similar to the other rule-of-thumb methods, the ________ doesn't allow retailers to exploit the unique opportunities or problems they confront in the market.

Introduction to the World of Retailing

Types of Retailers

Multichannel and Omnichannel Retailing

Customer Buying Behavior

Retail Market Strategy

Financial Strategy

Retail Locations

Retail Site Location

Information Systems and Supply Chain Management

Customer Relationship Management

Managing the Merchandise Planning Process

Buying Merchandise

Retail Pricing

Human Resources and Managing the Store

Store Layout, Design, and Visual Merchandising

Customer Service

Filters