Question 1

What can a retailer do to keep customers from being confused about the retailer's image?

Accepted Answer

A)   Develop an integrated marketing communication program to deliver a consistent message.
B)   Standardize pricing across all geographic locations.
C)   Change the offerings based on the current fads to stay contemporary.
D)   Re-design stores to suit contemporary tastes.
E)   Be consistent in competitiveness as it clearly defines top performers in the market. A

Question 2

Which among the following is the largest group of national advertisers in the United States?

Accepted Answer

A)   Real estate industry
B)   Retail industry
C)   Consumer electronics industry
D)   Health care industry
E)   Automobile industry E

Question 3

Why is marginal analysis the most economically correct method for setting communication budgets? Why is it still a challenge for retailers to use this method?

Accepted Answer

Marginal analysis is based on the economic principle that firms should increase communication expenditures so long as each additional dollar spent generates more than a dollar of additional contribution. Marginal analysis is not widely used because managers do not know the precise relationship between communication expenses and sales.

Question 4

________ is a communication process in which sales associates help customers satisfy their needs through face-to-face exchanges of information.

Accepted Answer

A)   Cold calling
B)   Price-based selling
C)   Target account selling
D)   Solution selling
E)   Personal selling

Question 5

M-commerce is the buying and selling of goods and services through wireless handheld devices.

Accepted Answer

A) True 
 B)False

Question 6

The retailer allocates the budget to areas that will yield the greatest return. This approach for allocating a budget is referred to as the

Accepted Answer

A)   high-margin principle.
B)   high-assay principle.
C)   contribution principle.
D)   attraction principle.
E)   break-even principle.

Question 7

The owner of a jewelry retail chain estimated advertising at $4,000 for the year and estimated the downtown store location's market share at 35 percent. By using the competitive parity method, what is the jewelry downtown store location's communication budget?

Accepted Answer

A)   $6,600
B)   $5,400
C)   $600
D)   $2,600
E)   $1,400

Question 8

Which of the following is typically the first step in developing a retail communication program?

Accepted Answer

A)   Determine a budget.
B)   Implement programs.
C)   Allocate the budget.
D)   Establish objectives.
E)   Evaluate programs.

Question 9

Which of the following is a reason for the decline in the growth of newspaper advertising by retailers?

Accepted Answer

A)   The retailers have begun using other media
B)   The increasing cost of developing an advertisement for newspapers
C)   The decreasing market penetration of the newspaper industry
D)   The time taken to develop an advertisement for newspapers
E)   The depleting credibility of newspaper organizations

Question 10

________ are advertisements printed at the retailer's expense and distributed as an insert in the newspaper.

Accepted Answer

A)   Cogprints
B)   Preprints
C)   Reprints
D)   Postprints
E)   Eprints

Question 11

When a retailer makes a generous contribution to a charity and the event is covered on the evening news, it would be a method of communicating through

Accepted Answer

A)   public relations.
B)   store atmospherics.
C)   cooperative advertising.
D)   product placement.
E)   product premiums.

Question 12

A sporting goods retailer anticipates running a print advertisement campaign during the beginning of the year in support of customers' anticipated New Year's resolutions to get in physical shape. The sporting goods retailer asks its key vendors to partner with it in covering the expenses of the ad campaign. Vendors agree to support the ________ as long as they are certain that their products will be featured in the advertisements.

Accepted Answer

A)   co-op advertising
B)   partnering promotions
C)   double truck
D)   double pocket promotion
E)   spot promotion

Question 13

In a national print advertisement, Levi's was showcasing its new line of denim jackets. At the bottom of the ad, the Macy's logo was found as a place where the new jackets could be purchased by customers. This is an example of

Accepted Answer

A)   co-op advertising.
B)   partnering promotions.
C)   a double truck.
D)   a double pocket promotion.
E)   a spot promotion.

Question 14

The ________ method uses the difference between the forecasted sales and the expenses plus the desired profit for the communication budget.

Accepted Answer

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

Question 15

The ________ method assumes that communication expenses are just a cost of business and do not promote sales and profit.

Accepted Answer

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

Question 16

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Accepted Answer

The answer of Why is it problematic for retailers to...

Question 17

Which of the following is the formula to determine the return on investment for an advertisement?

Accepted Answer

A)   (Net sales + Advertising cost) /Advertising cost
B)   (Net sales - Advertising cost) /Advertising cost
C)   Advertising cost/(Net sales + Advertising cost) 
D)   Advertising cost/(Net sales - Advertising cost) 
E)   (Advertising cost - Net sales) /Advertising cost

Question 18

List the four steps involved in developing a retail communication program.

Accepted Answer

The answer of List the four steps involved in developing...

Question 19

Which of the following is a reason why retailers tend to use magazines for image advertising?

Accepted Answer

A)   Wider target audience
B)   Extended shelf life
C)   High readership
D)   Low cost of advertising
E)   High reproduction quality

Question 20

A premium offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

Accepted Answer