Question 1

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

Accepted Answer

Sentiment analysis is the process of analyzing data posted on social media sites to assess customers' overall valence (positive, neutral and negative) and their intensity of their sentiments and can be used to understand overall attitudes and preferences for products and advertising campaigns.

Question 2

Which of the following is a reason why retailers tend to use magazines for image advertising?

Accepted Answer

Retailers tend to use magazines for image advertising because the reproduction quality is high.

Question 3

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

Accepted Answer

Mobile marketing, also called m-commerce, 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 4

A premium 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 5

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

Accepted Answer

After automobile manufacturers, retailers are the second-largest group of national advertisers, spending more than $15 billion annually.

Question 6

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.

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 7

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?

Accepted Answer

Integrated marketing communication programs that are comprehensive and consistent are most effective.

Question 8

Which of the following has enabled retailers to personalize their direct mail to all customers?

Accepted Answer

Customer relationship management programs have enabled retailers to personalize their direct mail to all customers.

Question 9

________ entails the placement of announcements and persuasive messages purchased by retailers and other organizations that seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas.

Accepted Answer

Advertising entails the placement of announcements and persuasive messages purchased by retailers and other organizations that seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas.

Question 10

Which of the following is a reason for the decline in the growth of newspaper advertising by retailers?

Accepted Answer

Retailing and newspaper advertising grew up together over the past century. But the growth in newspaper advertising by retailers has slowed recently as retailers have begun using other media.

Question 11

In TV advertising, "spots" have relatively large audiences, but they are expensive for local retailers.

Accepted Answer

Spots have relatively small audiences, but they may be economical for local retailers.

Question 12

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

Accepted Answer

Retailers are actively using search engine marketing (SEM) to improve the visibility of their websites in searches.

Question 13

A freestanding insert (FSI) is also called a(n)

Accepted Answer

A freestanding insert (FSI) is also called a preprint.

Question 14

________ are advertisements printed at the retailer's expense and distributed as an insert in the newspaper.

Accepted Answer

Preprints, also called freestanding inserts, are advertisements printed at the retailer's expense and distributed as an insert in the newspaper.

Question 15

Communication objectives are specific goals related to the retail communication mix's effect on the customer's decision-making process.

Accepted Answer

Communication objectives are specific goals related to the retail communication mix's effect on the customer's decision-making process.

Question 16

On a blog, an individual blogger or a group of users regularly post their opinions and various topical information on a web page.

Accepted Answer

On a blog (weblog), an individual blogger or a group of users regularly post their opinions and various topical information on a web page.

Question 17

Which among the following is the largest group of national advertisers in the United States?

Accepted Answer

Automobile manufacturers are the largest group of national advertisers in the United States.

Question 18

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

Accepted Answer

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

Question 19

What can a retailer do to keep customers from being confused about the retailer's image?

Accepted Answer

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

Question 20

The objective-and-task method uses past sales and communication activities to determine the present communication budget.

Accepted Answer

The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives. To use this method, the retailer first establishes a set of communication objectives and then determines the necessary tasks and their costs. The total of all costs incurred to undertake the tasks is the communication budget.

Quiz 14: Retail Communication Mix

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

Which of the following is a reason why retailers tend to use magazines for image advertising?

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

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

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

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.

Which of the following has enabled retailers to personalize their direct mail to all customers?

________ entails the placement of announcements and persuasive messages purchased by retailers and other organizations that seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas.

Which of the following is a reason for the decline in the growth of newspaper advertising by retailers?

In TV advertising, "spots" have relatively large audiences, but they are expensive for local retailers.

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

A freestanding insert (FSI) is also called a(n)

________ are advertisements printed at the retailer's expense and distributed as an insert in the newspaper.

Communication objectives are specific goals related to the retail communication mix's effect on the customer's decision-making process.

On a blog, an individual blogger or a group of users regularly post their opinions and various topical information on a web page.

Which among the following is the largest group of national advertisers in the United States?

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

What can a retailer do to keep customers from being confused about the retailer's image?

The objective-and-task method uses past sales and communication activities to determine the present communication budget.