Quiz 15: Retail Communication Mix
Business
Q 1Q 1
The name of a retailer is a brand that indicates to consumers the type of merchandise and services offered by the retailer.
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True False
True Explanation: A brand is a distinguishing name or symbol,such as a logo,that identifies the products or services offered by a seller and differentiates those products and services from the offerings of competitors.
Q 2Q 2
Brand association is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.
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True False
False Explanation: Brand awareness is the ability of a potential customer to recognize or recall that the brand name is a type of retailer or product/service.
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True False
False Explanation: Top of mind awareness is the highest level of brand awareness.
Q 4Q 4
Macy's annual Thanksgiving Day parade and the accompanying publicity builds top-of-mind awareness for the retailer.
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True False
Q 5Q 5
A benefit of extending a brand name to support the retailer's growth is that minimal communication expenses are needed to create awareness and a brand image for the new concept.
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True False
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True False
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True False
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True False
Q 9Q 9
Pop-up stores are temporary storefronts that exist for only a limited time and generally focus on a new product or limited group of products offered by a retailer.
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True False
Q 10Q 10
What is brand image?
A)a set of associations usually organized around meaningful themes
B)the ability of a potential customer to recognize or recall a name of a retailer,product or service
C)anything linked to or connected with the name in a consumer's memory
D)when consumers indicate they know the brand name when presented to them
E)a distinguishing name or symbol that identifies the products offered by a seller
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Multiple Choice
Q 11Q 11
What is brand awareness?
A)a set of associations usually organized around meaningful themes
B)the ability of a potential customer to recognize or recall a name of a retailer,product or service
C)anything linked to or connected with the name in a consumer's memory
D)when consumers indicate they know the name
E)a distinguishing name or symbol that identifies the products offered by a seller
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Multiple Choice
Q 12Q 12
For most of the past century,Sears enjoyed the success of Craftsman brand tools.Since Sears communicates the brand's durability through advertisement,performance and guarantees,Craftsman is the leading brand of choice for consumers interested in purchasing tools.Which of the following statements best describes Sears' communication program?
A)Sears created and maintained a long-term communication program about the Craftsman brand.
B)Positive publicity single-handedly lifted Sears out of the marketing slump it had been experiencing for the past decade.
C)Advertising alone was the strategy for Craftsman's success.
D)Sears created a short-term objective of increasing sales.
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Multiple Choice
Q 13Q 13
The value that brand image offers retailers is referred to as _________.
A)brand loyalty
B)aided recall
C)product loyalty
D)brand equity
E)brand awareness
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Multiple Choice
Q 14Q 14
Despite the difference in price,Mark would go out of his way to purchase donut holes at Dunkin' Donuts on his way to work even though there were donut shops within a block of his office.It can be said that Dunkin' Donuts ___________.
A)should probably lower their prices to avoid losing such a loyal customer
B)will put the competing donut shops out of business
C)price their donuts based on a cost-oriented method
D)has a strong brand loyalty from Mark
E)motivates its shoppers differently than other donut shops
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Multiple Choice
Q 15Q 15
In order to build the brand equity of their private label merchandise,a retailer needs to _________________.
A)lower the prices to give the new merchandise a chance against the competition
B)create a high level of brand awareness
C)limit the amount of private label merchandise to make it more collectable
D)partner with manufacturers to reduce distribution costs
E)develop unfavorable associations for a competitor's private labels
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Multiple Choice
Q 16Q 16
Andrea wants to build top of the mind awareness for her nail shop.The best way for her to develop this awareness would be to _______.
A)partner with her vendors to bring great merchandise into the store
B)repeatedly expose customers to the name of the shop through advertising
C)offer better customer service and good publicity will naturally spread
D)teach nail design classes
E)develop the best inventory of custom nails in the city
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Multiple Choice
Q 17Q 17
Retailers build top-of-mind awareness by ______.
A)using memorable symbols
B)keeping prices low
C)buying assortments from the leading vendors
D)connecting with family values
E)distributing coupons
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Multiple Choice
Q 18Q 18
Cinderella's castle would be an example of a(n)_____.
A)destination memory of Mickey Mouse
B)brand association of Walt Disney
C)brand awareness of the Cinderella story
D)brand exposure of Cinderella dolls
E)aided recall of all Disney stories
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Multiple Choice
Q 19Q 19
When customers indicate they know the brand when the name is presented to them it is referred to as ______________.
A)brand awareness
B)aided recall
C)top-of-mind awareness
D)brand association
E)brand publicity
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Multiple Choice
Q 20Q 20
What is a brand?
A)a set of associations usually organized around meaningful themes
B)the ability of a potential customer to recognize or recall a name of a retailer,product or service
C)anything linked to or connected with the name in a consumer's memory
D)when consumers indicate they know the name
E)a distinguishing name or symbol that identifies the products offered by a seller
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Multiple Choice
Q 21Q 21
What do retailers need to do to develop a strong set of associations and a clearly defined brand image?
A)integrate all the communication elements to deliver a comprehensive,consistent message to all customers over time and across all element of their retail mix and channels
B)offer the services the customer wants
C)focus on specifics of the retail mix that directly affect the way the customer shops
D)keep their prices low
E)integrate the elements of the retail mix and fine tune which element creates the largest margins
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Multiple Choice
Q 22Q 22
What can a retailer do to keep customers from being confused about the retailer's image?
A)develop an integrated marketing communication program to deliver a consistent message
B)standardize pricing
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
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Multiple Choice
Q 23Q 23
Which of the following programs help retailers deliver comprehensive and consistent messages to their customers?
A)integrated marketing communication programs
B)CRM programs
C)integrated price/value programs
D)objective and task program
E)interpersonal communication programs
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Multiple Choice
Q 24Q 24
A retailer's magazine advertising campaign builds an image of elegance and high fashion,yet the store's sales promotions emphasize low prices.Because of the inconsistencies,consumers are left confused about the retailer's image and tend to shop elsewhere.What should the store manager do to resolve the problem of inconsistency with the communication mix?
A)The manager should re-train associates to support the image of elegance and fashion.
B)The manager should re-examine the elements of the mix that can be eliminated.
C)The manager should imitate the communication programs of successful competitors.
D)The manager should determine which communication program works best for her local market.
E)The manager should develop an integrated marketing communication program.
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Multiple Choice
Q 25Q 25
Which of the following is NOT a vehicle through which retailers communicate with their customers?
A)advertising
B)store atmosphere
C)sales promotion
D)store management
E)public relations
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Multiple Choice
Q 26Q 26
In-store demonstrations are _______.
A)a form of interactive offline communication
B)a form of online interactive communication
C)a form of online passive communication
D)a form of offline passive communication
E)a form of interactive passive communication
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Multiple Choice
Q 27Q 27
Retailers communicate with customers both online and offline and interactively and passively.Which best method of communication best describes offline/interactive?
A)telemarketing
B)mobile marketing
C)direct mail and catalogs
D)email
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Multiple Choice
Q 28Q 28
Retailers communicate with customers both online and offline and interactively and passively.Which best method of communication best describes online/interactive?
A)telemarketing
B)mobile marketing
C)direct mail and catalogs
D)email
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Multiple Choice
Q 29Q 29
Retailers communicate with customers both online and offline and interactively and passively.Which best method of communication best describes offline/passive?
A)telemarketing
B)mobile marketing
C)direct mail catalogs
D)email
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Multiple Choice
Q 30Q 30
Retailers communicate with customers both online and offline and interactively and passively.Which best method of communication best describes online/passive?
A)telemarketing
B)mobile marketing
C)direct mail and catalogs
D)email
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Multiple Choice
Q 31Q 31
Retailers communicate with customers both online and offline and interactively and passively.Which best method of communication best describes personal selling?
A)online/interactive
B)online/passive
C)offline/interactive
D)offline/passive
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Multiple Choice
Q 32Q 32
Target Field in Minneapolis,Minnesota,"home of the Twins" baseball team venue is an example of what type of communication method?
A)cooperative advertising
B)event sponsorship
C)product placement
D)high-assay
E)pop-up
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Multiple Choice
Q 33Q 33
The famous designer,Isaac Mizrahi,made a scheduled appearance at Borders bookstore in Mall of America to sign copies of his book "How to Have Style".This is an example of what type of communication method?
A)special event
B)event sponsorship
C)product placement
D)high-assay
E)pop-up
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Multiple Choice
Q 34Q 34
The Macy's Thanksgiving Day Parade is an example of ______.
A)cooperative advertising
B)event sponsorship
C)product placement
D)high-assay
E)pop-up
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Multiple Choice
Q 35Q 35
The television network ABC's show "Extreme Makeover: Home Edition" is a reality television series providing home renovations for less fortunate families.The show's producers coordinate with a local construction contractor,which then coordinates with various companies in the building trades for a makeover of the family's home.During a show,a child's bedroom was remade into a theme room after the 2010 movie "Tron".The Tron theme room being depicted during this reality television show is an example of what communication method?
A)cooperative advertising
B)event sponsorship
C)product placement
D)high-assay
E)pop-up
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Multiple Choice
Q 36Q 36
Which of the following forms of communication is the most expensive?
A)publicity
B)salespeople
C)advertising
D)sales promotions
E)word of mouth
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Multiple Choice
Q 37Q 37
When retailers and vendors use ______________ they pay to have their products included in nontraditional situations such as in a scene in a movie or television program.
A)cooperative advertising
B)event sponsorship
C)product placement
D)high-assay
E)pop-up
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Multiple Choice
Q 38Q 38
When customers mention a specific brand name first when they are asked about the type of retailer,category or type of service it is referred to as ______________.
A)brand awareness
B)aided recall
C)top-of-mind awareness
D)brand association
E)brand publicity
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Multiple Choice
Q 39Q 39
The strength of the link between the brand name and the type of merchandise or service in the minds of customers is referred to as ______________.
A)brand awareness
B)brand identity
C)brand reinforcement
D)brand association
E)brand publicity
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Multiple Choice
Q 40Q 40
When Aeropostale introduced their kids store P.S.from Aeropostale,they were ________ to support their growth strategy.
A)utilizing aided recall
B)extending their brand name
C)implementing product placement
D)utilizing a rule of thumb method
E)executing a pop-up store
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Multiple Choice
Q 41Q 41
The sandwich restaurant,Subway,saw their sales double during the first two years of their ad campaign with Jared who ate only Subway sandwiches to lose weight."Jared" has become synonymous with Subway through:
A)brand connection
B)brand association
C)brand awareness
D)brand exposure
E)aided recall
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Multiple Choice
Q 42Q 42
Rudolph the Red-nose Reindeer was created in 1939 by a copywriter as an assignment for the retailer Montgomery Ward.The retailer had previously been buying and giving away coloring books for Christmas every year for a store promotion and it was decided that creating their own coloring book would save money.In its first year of publication,2.4 million copies of Rudolph's story were distributed by Montgomery Ward.In 1939,Rudolph and Montgomery Ward had __________.
A)brand connection
B)brand association
C)brand awareness
D)brand exposure
E)aided recall
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Multiple Choice
Q 43Q 43
Why do retailers establish objectives for communication programs?
A)to plan and evaluate specific goals being implemented
B)so customers understand what the retailer offers
C)to provide a basis to compare objectives
D)to better understand the financial implications of a communication campaign
E)to keep the communication program affordable
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Multiple Choice
Q 44Q 44
For what purpose do retailers establish objectives for their communication programs?
A)to plan and evaluate their programs
B)so customers understand what the retailer offers
C)to provide a basis to compare objectives
D)to better understand the financial implications of a communication campaign
E)to keep the communication program affordable
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Multiple Choice
Q 45Q 45
Which of the following is a well-stated communication program objective?
A)Increase sales by 10% over 12 months.
B)Increase awareness in our target market.
C)Reduce customer complaints by 5%.
D)Increase brand awareness by 15% in the next 6 months.
E)Communicate our customer service commitment to our customers.
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Multiple Choice
Q 46Q 46
When using the marginal analysis method for setting a communication budget,retailers must understand ___________.
A)what the initial tasks of the communication budget is and determine a cost
B)that each additional dollar spent must generate more than a dollar of additional contribution
C)the past sales and communication activities to determine the present communication budget
D)the forecasted sales in order to forecast a communication budget
E)the forecasted percentage of sales in order to forecast a percentage of a communication budget
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Multiple Choice
Q 47Q 47
Which of the following is NOT a method used to determine a communication budget?
A)affordable budget method
B)huff gravity method
C)objective-and-task method
D)competitive parity method
E)percentage-of-sales method
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Multiple Choice
Q 48Q 48
Luke was interested in developing a communication budget for his holistic vitamin shop which he will be opening in thirty 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?
A)affordable method
B)objective and task method
C)percentage of sales method
D)competitive parity method
E)developmental method
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Multiple Choice
Q 49Q 49
Under the competitive parity method,the communication budget is set so that ___.
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)the retailer's share of the communication expenses equals its share of the market
E)retailers can exploit opportunities they confront in the market
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Multiple Choice
Q 50Q 50
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?
A)$6,600
B)$5,400
C)$600
D)$2,600
E)$1,400
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Multiple Choice
Q 51Q 51
The ___________ method uses the difference between the forecasted sales and the expenses plus the desire profit for the communication budget.
A)affordable budgeting
B)objective and task
C)percentage of sales
D)competitive parity
E)marginal analysis
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Multiple Choice
Q 52Q 52
The __________ method assumes that communication expenses are just a cost of business and do not promote sales and profit.
A)affordable budgeting
B)objective and task
C)percentage of sales
D)competitive parity
E)marginal analysis
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Multiple Choice
Q 53Q 53
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.
A)affordable budgeting
B)objective and task
C)percentage of sales
D)competitive parity
E)marginal analysis
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Multiple Choice
Q 54Q 54
For a multi-chain's new store location,the most inappropriate communication program budget method would be ___________.
A)affordable budgeting
B)objective and task
C)percentage of sales
D)competitive parity
E)marginal analysis
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Multiple Choice
Q 55Q 55
Which method for determining a communication method helps to ensure that the retailer will NOT spend beyond its means?
A)break-even analysis method
B)objective and task method
C)percentage of sales method
D)competitive parity method
E)marginal analysis method
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Multiple Choice
Q 56Q 56
When a retailer's actual sales fail to meet budgeted sales,additional communication expenditures could help accelerate and promote sales.Which communication budget method would NOT be supportive of doing this?
A)affordable budgeting
B)objective and task
C)developmental
D)competitive parity
E)marginal analysis
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Multiple Choice
Q 57Q 57
The retailer allocates the budget to areas that will yield the greatest return.This approach for allocating a budget is referred to as the ______________.
A)high margin principle
B)high-assay principle
C)contribution principle
D)attraction principle
E)break-even principle
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Multiple Choice
Q 58Q 58
In the late 90's,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?
A)percentage of sales method
B)rule of thumb method
C)asset principle
D)high-assay principle
E)affordable method
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Multiple Choice
Q 59Q 59
Cindy owns a popular women's boutique in a gentrified urban area.She carries women's career wear and an extensive selection of quality leather handbags.Recently,Cindy noticed that her shoppers have a high awareness of her apparel,but are surprised when they see the handbags.Since the handbags have high margins,she is concerned about the shoppers' surprised response.What should Cindy do?
A)Cindy should do nothing since the handbags are already selling.
B)Cindy should place the handbags in the back of the store.
C)Cindy should allocate more of the communication budget to advertise the handbags in special ads.
D)She should realize the passing fad of leather and provide less of an assortment.
E)Cindy should spend the same on each merchandise category her store carries in order to maximize the profits.
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Multiple Choice
Q 60Q 60
Roland manages a large antique mall housing 200 vendors and welcoming 150,000 shoppers annually.He has strived to increase his overall sales each year.Up until a year ago,his advertising was limited to signage along the local highway.For one year now,he has been advertising in antique magazines and regional newspapers in order to increase sales in the mall.How should Roland begin with evaluating the results of his advertising campaign?
A)inquire with vendors about loyal customers
B)count patrons
C)compare the sales of this year to prior years
D)survey customers about their awareness of antique malls
E)all of the above
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Multiple Choice
Q 61Q 61
When the group of children were asked where they wanted to eat lunch after their morning field trip,they all shouted "McDonalds!".Based upon this scenario,it can be said that McDonalds has __________.
A)top of mind awareness
B)aided recall
C)brand association
D)brand identity
E)brand recall
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Multiple Choice
Q 62Q 62
The highest level of brand awareness occurs when consumers mention a specific brand name first;this is referred to as _________.
A)top of mind awareness
B)aided recall
C)brand association
D)brand identity
E)brand recall
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Multiple Choice
Q 63Q 63
When customers indicate they know the brand when the name is presented to them it is called ______________.
A)top of mind awareness
B)aided recall
C)brand association
D)brand identity
E)brand recall
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Multiple Choice
Q 64Q 64
The _________________ is a set of associations that are usually organized around some meaningful themes.
A)top of mind awareness
B)aided recall
C)brand association
D)brand identity
E)brand image
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Multiple Choice
Q 65Q 65
To develop a strong set of associations and a clearly defined brand image,retailers need to be ___________ in portraying the same "message" to customers over time and across all of the elements of its retail mix.
A)profitable
B)identifiable
C)consistent
D)vague
E)clear
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Multiple Choice
Q 66Q 66
__________ is the first step in developing brand equity.
A)Brand awareness
B)Establishing fair prices and quality
C)Store atmosphere
D)Convergence
E)Product classification
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Multiple Choice
Q 67Q 67
________ is a form of word-of-mouth communications that enable consumers to review,communicate about and aggregate information about products,prices and promotions.
A)Social media
B)Publicity
C)Retail relations
D)Cumulative reach
E)Product taxonomy
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Multiple Choice
Q 68Q 68
Janessa prefers high-end cosmetics but also likes a good deal.She only purchases her make-up at department stores when they have a gift with purchase.Today she saw at Macy's that if she buys $35 worth of Lancôme cosmetics she would receive a gift with purchase.This gift with purchase is a form of what kind of sales promotion?
A)premium
B)rebate
C)sample
D)pop-up
E)special event
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Multiple Choice
Q 69Q 69
In the month of March,Victoria's Secret set up temporary PINK stores featuring women's active wear in locations that were abundant with college students on spring break.These temporary storefronts are referred to as ________.
A)pop-up stores
B)transitory stores
C)provisional stores
D)explosion spots
E)exposure spots
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Multiple Choice
Q 70Q 70
A retailer's advertisement that is printed at the retailer's expense and distributed within a newspaper is a ________________.
A)freestanding insert
B)double truck
C)pop-in ad
D)placement insert
E)pocket piece
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Multiple Choice
Q 71Q 71
In a national print advertisement,Levi's was showcasing their new denim jean products.At the bottom of the ad,Macy's logo was found as a place where the new denim jeans could be purchased by customers.This is an example of ______.
A)co-op advertising
B)partnering promotions
C)a double truck
D)a double pocket promotion
E)a spot promotion
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Multiple Choice
Q 72Q 72
Sports Authority anticipates running a print advertisement campaign during the beginning of the year in support of customer's anticipated New Year's resolutions to get in physical shape.Sports Authority asks their key vendors to partner with them 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.
A)co-op advertising
B)partnering promotions
C)double truck
D)double pocket promotion
E)spot promotion
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Multiple Choice
Q 73Q 73
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 _____________.
A)public relations
B)store atmospherics
C)cooperative advertising
D)product placement
E)product premiums
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Multiple Choice
Q 74Q 74
Research shows that 96 percent of people recognize the bullseye as being the logo for Target stores which is a higher percent than the Nike swoosh or Apple computer's logo.It can be said that the Target bullseye logo has high __________.
A)brand awareness
B)aided recall
C)top-of-mind awareness
D)brand association
E)brand publicity
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Multiple Choice
Q 75Q 75
Target Corporation is planning to give $500 million by the end of 2015 to support education and help kids learn to read.Since 1962,Target has committed 5% of its income to support local communities.Target uses _____ to communicate their continued commitment to local communities.
A)public relations
B)brand awareness
C)cooperative advertising
D)brand placement
E)brand associations
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Multiple Choice
Q 76Q 76
When four people were injured and one person died after an "out-of-control" mob of frenzied shoppers smashed through a Walmart store's front doors the day after Thanksgiving,__________ were needed to manage and head off unfavorable stories about the retailer.
A)public relations
B)brand images
C)cooperative advertisements
D)brand placements
E)brand associations
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Multiple Choice
Q 77Q 77
Kohl's Department stores is committed to protecting and conserving the environment by seeking innovative solutions that encourage long-term sustainability.These green initiatives are communicated through _________.
A)public relations
B)brand awareness
C)cooperative advertising
D)product placement
E)brand associations
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Multiple Choice
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Essay
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Essay
Q 82Q 82
Why is it necessary for retailers to develop and implement an integrated communication program?
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Essay
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Essay
Q 84Q 84
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?
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Essay
Q 85Q 85
What are the disadvantages associated with using the percentage-of-sales method for establishing a retail communication budget?
Free
Essay
Q 86Q 86
What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?
Free
Essay
Q 87Q 87
Why is it problematic for retailers to spend about the same on communication programs for each geographic region?
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Essay