Deck 15: Retail Communication Mix

Question 1

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

Answer 1

True
Explanation: Mobile marketing is marketing through wireless handheld devices,such as cellular telephones,and m-commerce or mobile commerce involves completing a transaction via the cell phone.

Question 2

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

Answer 2

B
Explanation: By creating brand awareness the customer will be able to recognize or recall the association of the brand name to a particular retailer or type of product.This top of mind awareness can be achieved through many different ways,one way being advertising.

Question 3

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

Answer 3

B
Explanation: 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 4

Macy's annual Thanksgiving Day parade and the accompanying publicity builds top-of-mind awareness for the retailer.

Question 5

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

Question 6

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

Question 7

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

Question 8

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

Question 9

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.

Question 10

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.

Question 11

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

Question 12

Aided recall is the highest level of brand awareness.

Question 13

A local television commercial is called a spot.

Question 14

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.

Question 15

The name of a retailer is a brand that indicates to consumers the type of merchandise and services offered by the retailer.

Question 16

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

Question 17

A more updated version of word-of-mouth communication using technology are consumer's blogs.

Question 18

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

Question 19

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.

Question 20

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

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

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

Question 30

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

Question 31

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

Question 32

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

A)publicity
B)salespeople
C)advertising
D)sales promotions
E)word of mouth

Question 33

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

Question 34

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

Question 35

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

Question 36

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

Question 37

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

Question 38

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

Question 39

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

Question 40

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.

Question 41

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

Question 42

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

Question 43

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

Question 44

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.

Question 45

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

Question 46

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

Question 47

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

Question 48

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

Question 49

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

Question 50

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

Question 51

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

Question 52

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

Question 53

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

Question 54

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

Question 55

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.

Question 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

Question 57

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

Question 58

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

Question 59

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

Question 60

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

Question 61

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

Question 62

________ 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

Question 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

Question 64

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

Question 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

Question 66

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

Question 67

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

Question 68

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

Question 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

Question 70

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

Question 71

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

Question 72

What is a brand?

Question 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

Question 74

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

Question 75

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

Question 76

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

Question 77

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

Question 78

__________ 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

Question 79

How can brands benefit the consumer?

Question 80

How can having strong brands benefit a retailer?