Question 1

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

Accepted Answer

Event sponsorship occurs when companies support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.

Question 2

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

Where a retailer may use Facebook to encourage discussions of their brand, promotions, or even ask their "friends" to post videos, they are more likely to use Twitter to announce up-to-date or fast-changing information to excite consumers.

Question 3

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

Public relations (PR) involves managing communications and relationships to achieve various objectives, such as building and maintaining a positive image of the retailer.

Question 4

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

Accepted Answer

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

Question 5

Janessa prefers high-end cosmetics, but she 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 which kind of sales promotion?

Accepted Answer

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

Question 6

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

Public relations (PR) involves managing communications and relationships to achieve various objectives, such as building and maintaining a positive image of the retailer.

Question 7

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

Accepted Answer

The cost of personal selling is quite high compared to other forms of communication.

Question 8

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

Accepted Answer

Establishing objectives is typically the first step in developing a retail communication program.

Question 9

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

Point-of-purchase (POP) displays are merchandise displays located at the point of purchase, such as at the checkout counter in a supermarket.

Question 10

Michael, an actor, plays the protagonist in a sitcom. As per his contractual obligations, he is required to be seen drinking Fizzy Cola, a brand of soda pop, at least once in every episode. Which of the following terms best reflects this situation?

Accepted Answer

When retailers and vendors use product placement, they pay to have their product included in nontraditional situations, such as in a scene in a movie or television program.

Question 11

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

YouTube is a video-sharing social media platform. Users upload, share, view, and comment on videos.

Question 12

The Macy's Thanksgiving Day Parade is an example of

Accepted Answer

Event sponsorship occurs when companies support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.

Question 13

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 can be a sales promotion built around a celebrity appearance with the purpose to generate excitement and foot traffic to the store.

Question 14

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

Accepted Answer

Implementing and evaluating programs is typically the last step in developing a retail communication program.

Question 15

Which of the following is classified as a microblog?

Accepted Answer

Twitter is a microblog-a short version of a blog-in which users are limited to 140-character messages.

Question 16

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

Retailers use e-mail to inform customers of new merchandise and special promotions, confirm the receipt of an order, and indicate when an order has been shipped.

Question 17

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

Question 18

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

Mobile communications are delivered through wireless handheld devices, such as cellular telephones, and m-commerce or mobile commerce can involve completing a transaction via the cell phone.

Question 19

Peter visits a local supermarket to buy groceries. While shopping, a sales executive approaches him and enquires if he would be willing to try out a new brand of cookies. Which of the following terms best reflects the supermarket's strategy?

Accepted Answer

Samples offer potential customers the opportunity to try a product or service before they make a buying decision.

Question 20

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

Accepted Answer

In-store marketing includes point-of-purchase displays, samples, and special events.

Quiz 14: Retail Communication Mix

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

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?

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

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

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 forms of communication is the most expensive?

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

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?

Michael, an actor, plays the protagonist in a sitcom. As per his contractual obligations, he is required to be seen drinking Fizzy Cola, a brand of soda pop, at least once in every episode. Which of the following terms best reflects this situation?

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?

The Macy's Thanksgiving Day Parade is an example of

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?

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

Which of the following is classified as a microblog?

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?

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

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?

Peter visits a local supermarket to buy groceries. While shopping, a sales executive approaches him and enquires if he would be willing to try out a new brand of cookies. Which of the following terms best reflects the supermarket's strategy?

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