Question 1

The _____ determines the budget required to undertake specific tasks to accomplish communication objectives.

Accepted Answer

The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.

Question 2

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 3

_____ refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.

Accepted Answer

Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.

Question 4

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 5

A(n)_____ is a promotional program undertaken by a vendor and a retailer working together.

Accepted Answer

A cooperative program is a promotional program undertaken by a vendor and a retailer working together.

Question 6

Which of the following is a well-stated communication program objective?

Accepted Answer

Communication objectives must be clearly stated in quantitative terms to be effective in implementation and evaluation.

Question 7

When developing a retail communication program,sales goals are set when the _____.

Accepted Answer

When developing a retail communication program,sales goals are set when the objectives are established.

Question 8

Retailers build top-of-mind awareness by _____.

Accepted Answer

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 utilizing memorable symbols such as brand logos or slogans.

Question 9

Which of the following is an example of aided recall?

Accepted Answer

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

Question 10

_____ is based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution.

Accepted Answer

Marginal analysis is based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of additional contribution.

Question 11

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 12

Which of the following is an example of top-of-mind awareness?

Accepted Answer

Top-of-mind awareness,the highest level of awareness,occurs when consumers mention a specific brand name first when they are asked about the type of retailer,a merchandise category,or a type of service.

Question 13

Andrea wants to build top-of-mind awareness for her nail shop.The best way for her to develop this awareness would be to _____.

Accepted Answer

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.Top-of-mind awareness can be achieved through many different ways,one way being advertising.

Question 14

Cinderella's castle would be an example of a(n)_____.

Accepted Answer

Brand association is anything linked to or connected with the brand name in a consumer's memory.

Question 15

When developing a retail communication program,communication objectives are set when the _____.

Accepted Answer

When developing a retail communication program,communication objectives are set when the objectives are established.

Question 16

Sports Authority anticipates running a print advertisement campaign during the beginning of the year in support of customers' 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

When developing a retail communication program,a marginal analysis takes place when _____.

Accepted Answer

When developing a retail communication program,a marginal analysis takes place when the budget is determined.

Question 18

The _____ uses past sales and communication activities to determine the present communication budget.

Accepted Answer

The rule-of-thumb method uses past sales and communication activities to determine the present communication budget.

Question 19

In most cases,which of the following is a reason why it is very hard to perform a marginal analysis?

Accepted Answer

In most cases,it's very hard to perform a marginal analysis because managers don't know the relationship between communication expenses and sales.

Question 20

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?

Accepted Answer

Objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.

Quiz 15: Retail Communication Mix