Question 1

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

Accepted Answer

A)  rebate 
B)  premium 
C)  coupon 
D)  sample 
E)  cross sale

Question 2

A(n) ________ is a promotional program undertaken by a vendor and a retailer working together.

Accepted Answer

A)  cooperative program 
B)  customer relationship management program 
C)  employee feedback management program 
D)  employee assistance program 
E)  work-life balance program

Question 3

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

Accepted Answer

A)  Implement and evaluate programs. 
B)  Establish objectives. 
C)  Determine a budget. 
D)  Allocate the budget. 
E)  Develop social media campaigns.

Question 4

A cooperative (co-op) program is a promotional program undertaken by a vendor and a retailer working together.

Accepted Answer

A) True 
 B)False

Question 5

David visits a supermarket to buy milk and eggs. At the checkout counter, waiting to pay, he impulsively picks up a magazine from one of the display shelves. Which of the following terms best reflects the supermarket's strategy?

Accepted Answer

A)  Rebate 
B)  Point-of-purchase display 
C)  Premium 
D)  Sample 
E)  Special event

Question 6

For a multi-chain's new store location, the most inappropriate communication program budget method would be

Accepted Answer

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

Question 7

When retailers use the ________ method, it is easiest to cut communication program expenses if retail sales fail to meet the sales plan rather than increasing the communication expenses to try and generate additional sales.

Accepted Answer

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

Question 8

Which of the following is classified as a microblog?

Accepted Answer

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

Question 9

Retailers are the ________ group of national advertisers in the United States.

Accepted Answer

A)  third-largest 
B)  second-largest 
C)  sixth-largest 
D)  fourth-largest 
E)  fifth-largest

Question 10

The famous designer Isaac Mizrahi made a scheduled appearance at a to sign copies of his book How to Have Style. This is an example of which type of communication method?

Accepted Answer

A)  Special event 
B)  Samples 
C)  Rebates 
D)  Coupons 
E)  Premiums

Question 11

The ________ determines the budget required to undertake specific tasks to accomplish communication objectives.

Accepted Answer

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

Question 12

Sentiment analysis is the process of analyzing social media to assess people's overall attitudes and preferences for products, brands, and marketing.

Accepted Answer

A) True 
 B)False

Question 13

Marketers can use search engine marketing to improve the visibility of their websites in customers' searches online.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is classified as in-store marketing?

Accepted Answer

A)  Coupon 
B)  Rebate 
C)  Discount 
D)  Premium 
E)  Sample

Question 15

The ________ uses past sales and communication activities to determine the present communication budget.

Accepted Answer

A)  percentage-of-sales method 
B)  rule-of-thumb method 
C)  gross margin percent 
D)  percentage-of-profit 
E)  break even method

Question 16

A retailer wants to announce up-to-date and fast-changing information to excite customers. Which of the following platforms will best suit the retailer's needs?

Accepted Answer

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

Question 17

A retailer has to confirm the receipt of an online shipping order to its customer. Which of the following mediums is best suited for this purpose?

Accepted Answer

A)  Blog 
B)  E-mail 
C)  Twitter 
D)  YouTube 
E)  Facebook

Question 18

In the late 90s, Sears spent much of its communication budget advertising the "Softer Side of Sears" campaign since it felt the customer knew very little of Sears' apparel assortments and thus there would be a substantial return from advertising apparel versus advertising the more known appliances. What principle for budget allocation was Sears potentially using?

Accepted Answer

A)  Percentage of sales method 
B)  Rule of thumb method 
C)  Asset principle 
D)  High-assay principle 
E)  Affordable method

Question 19

Under the competitive parity method, the communication budget is set so that

Accepted Answer

A)  sales forecasts will not affect the budget. 
B)  it resembles a fixed percentage of sales. 
C)  surplus cannot be allocated to other categories. 
D)  it is equal to the communication expenditure of competitor(s). 
E)  retailers can exploit opportunities they confront in the market.

Question 20

Explain how sentiment analysis can be used by retailers and brands.

Accepted Answer

The answer of Explain how sentiment analysis can be used...

Exam 14: Retail Communication Mix

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

A(n) ________ is a promotional program undertaken by a vendor and a retailer working together.

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

A cooperative (co-op) program is a promotional program undertaken by a vendor and a retailer working together.

David visits a supermarket to buy milk and eggs. At the checkout counter, waiting to pay, he impulsively picks up a magazine from one of the display shelves. Which of the following terms best reflects the supermarket's strategy?

For a multi-chain's new store location, the most inappropriate communication program budget method would be

When retailers use the ________ method, it is easiest to cut communication program expenses if retail sales fail to meet the sales plan rather than increasing the communication expenses to try and generate additional sales.

Which of the following is classified as a microblog?

Retailers are the ________ group of national advertisers in the United States.

The famous designer Isaac Mizrahi made a scheduled appearance at a to sign copies of his book How to Have Style. This is an example of which type of communication method?

The ________ determines the budget required to undertake specific tasks to accomplish communication objectives.

Sentiment analysis is the process of analyzing social media to assess people's overall attitudes and preferences for products, brands, and marketing.

Marketers can use search engine marketing to improve the visibility of their websites in customers' searches online.

Which of the following is classified as in-store marketing?

The ________ uses past sales and communication activities to determine the present communication budget.

A retailer wants to announce up-to-date and fast-changing information to excite customers. Which of the following platforms will best suit the retailer's needs?

A retailer has to confirm the receipt of an online shipping order to its customer. Which of the following mediums is best suited for this purpose?

Under the competitive parity method, the communication budget is set so that

Explain how sentiment analysis can be used by retailers and brands.