Question 1

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.

Accepted Answer

PR involves managing communications and relations to achieve a positive image outcome.

Question 2

________ is a form of word-of-mouth communications that enable consumers to review,communicate about and aggregate information about products,prices and promotions.

Accepted Answer

Social media is media content distributed through social interactions such as YouTube,Facebook and Twitter.

Question 3

When customers indicate they know the brand when the name is presented to them it is called ______________.

Accepted Answer

Aided recall occurs when consumers indicate they know the brand when the name is presented to them.

Question 4

A retailer's advertisement that is printed at the retailer's expense and distributed within a newspaper is a ________________.

Accepted Answer

A freestanding insert (FSI)is also called a preprint.The FSI are inserted into newspapers.

Question 5

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.

Accepted Answer

Retailers need to develop an integrated marketing communication program that is both comprehensive and consistent across all channels.

Question 6

The highest level of brand awareness occurs when consumers mention a specific brand name first;this is referred to as _________.

Accepted Answer

When a product or brand name comes to mind first,it is top of mind awareness.

Question 7

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 __________.

Accepted Answer

When a product or brand name comes to mind first,it is top of mind awareness.

Question 8

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 ______.

Accepted Answer

Cooperative advertising is a promotional program undertaken by a vendor and a retailer working together.

Question 9

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 ________.

Accepted Answer

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.They are used to increase exposure and convenience shopping for their customers without having to invest in a long-term lease.

Question 10

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?

Accepted Answer

A premium offers an item for free or at a bargain price to reward some type of behavior.

Question 11

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.

Accepted Answer

PR involves managing communications and relations to achieve a positive image outcome.

Question 12

What is a brand?

Accepted Answer

The answer of What is a brand?...

Question 13

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

PR involves managing communications and relations to achieve a positive image outcome.

Question 14

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 _________.

Accepted Answer

PR involves managing communications and relations to achieve a positive image outcome.

Question 15

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 __________.

Accepted Answer

There is a range of consumer's brand awareness starting with aided recall that occurs when consumers indicate they know the brand when the name is presented to them.

Question 16

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.

Accepted Answer

Cooperative advertising is a promotional program undertaken by a vendor and a retailer working together.

Question 17

The _________________ is a set of associations that are usually organized around some meaningful themes.

Accepted Answer

The brand image consists of a set of associations that are usually organized around some meaningful themes and thus the associations that a consumer might have about a brand might be organized into groups such as a demographic,service and type.

Question 18

__________ is the first step in developing brand equity.

Accepted Answer

Building awareness is only one step in developing brand equity.

Question 19

How can brands benefit the consumer?

Accepted Answer

The answer of How can brands benefit the consumer?...

Question 20

How can having strong brands benefit a retailer?

Accepted Answer

The answer of How can having strong brands benefit a...

Quiz 15: Retail Communication Mix

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.

________ is a form of word-of-mouth communications that enable consumers to review,communicate about and aggregate information about products,prices and promotions.

When customers indicate they know the brand when the name is presented to them it is called ______________.

A retailer's advertisement that is printed at the retailer's expense and distributed within a newspaper is a ________________.

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.

The highest level of brand awareness occurs when consumers mention a specific brand name first;this is referred to as _________.

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 __________.

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 ______.

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 ________.

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.

What is a brand?

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 _____________.

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 _________.

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 __________.

The _________________ is a set of associations that are usually organized around some meaningful themes.

__________ is the first step in developing brand equity.

How can brands benefit the consumer?

How can having strong brands benefit a retailer?