Question 1

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Accepted Answer

The method does not allow reta...

Question 2

Which of the following is the formula for calculating click-through rate?

Accepted Answer

A)   Number of impressions + The number of times a user clicks on ad
B)   The number of times a user clicks on an ad - Number of impressions
C)   The number of times a user clicks on ad * Number of impressions
D)   The number of times a user clicks on an ad/Number of impressions
E)   Number of impressions - The number of times a user clicks on ad

Question 3

Similar to the other rule-of-thumb methods, the ________ doesn't allow retailers to exploit the unique opportunities or problems they confront in the market.

Accepted Answer

A)   percentage-of-sales method
B)   competitive parity method
C)   objective-and-task method
D)   marginal analysis method
E)   affordable budgeting method

Question 4

________ 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

A)   Objective-and-task analysis
B)   Rule-of-thumb analysis
C)   Marginal analysis
D)   Affordable budgeting analysis
E)   Percentage-of-sales analysis

Question 5

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

A) True 
 B)False

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

A)   public relations
B)   brand awareness
C)   cooperative advertising
D)   brand placement
E)   brand associations

Question 7

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

Accepted Answer

A)   It causes a brain drain within the organization.
B)   It is a very expensive and time-consuming process.
C)   It is hard to acquire accurate sales data from within the organization.
D)   It is hard to acquire accurate information on communication expenditure.
E)   Managers don't know the relationship between communication and sales.

Question 8

Luke was interested in developing a communication budget for the holistic vitamin shop he will be opening in 30 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

A)   Affordable method
B)   Objective-and-task method
C)   Percentage-of-sales method
D)   Competitive-parity method
E)   Developmental method

Question 9

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

Accepted Answer

A)   Customer relationship management programs
B)   Employee experience management programs
C)   Employee feedback management programs
D)   Partner relationship management programs
E)   Sales force management programs

Question 10

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

Accepted Answer

A)   Increase sales over 12 months.
B)   Increase awareness in our target market.
C)   Reduce customer complaints.
D)   Increase brand awareness by 15% in the next 6 months.
E)   Communicate our customer service commitment to our customers.

Question 11

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

A)   M-commerce
B)   Blog
C)   Twitter
D)   Facebook
E)   LinkedIn

Question 12

Retailers use ________ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Accepted Answer

A)   percentage-of-profit
B)   competitive parity method
C)   marginal analysis method
D)   percentage-of-sales method
E)   affordable budgeting method

Question 13

The Macy's Thanksgiving Day Parade is an example of

Accepted Answer

A)   samples.
B)   event sponsorship.
C)   rebates.
D)   premiums.
E)   point-of-purchase display.

Question 14

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

Accepted Answer

A)   Publicity
B)   Salespeople
C)   Advertising
D)   Magazine
E)   Newspaper

Question 15

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

A)   Facebook
B)   Twitter
C)   LinkedIn
D)   YouTube
E)   Gmail

Question 16

In new media, ________ refer to the number of times an ad appears in front of the user.

Accepted Answer

A)   impressions
B)   view rates
C)   air rates
D)   True views
E)   expressions

Question 17

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

Accepted Answer

A)   preprint.
B)   cogprint.
C)   reprint.
D)   postprint.
E)   eprint.

Question 18

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

Accepted Answer

A)   Coupons
B)   Event sponsorship
C)   Rebates
D)   Premiums
E)   Point-of-purchase displays

Question 19

Calculate the return on investment for an advertisement from the given data. Net sales is $1,000, and advertising cost is $50.

Accepted Answer

A)   18
B)   19
C)   21
D)   23
E)   25

Question 20

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

Accepted Answer

A)   objectives are established.
B)   budget is determined.
C)   budget is allocated.
D)   program is implemented and evaluated.
E)   program is proposed.

Exam 14: Retail Communication Mix

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

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

Calculate the return on investment for an advertisement from the given data. Net sales is $1,000, and advertising cost is $50.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

The Macy's Thanksgiving Day Parade is an example of

Correct Answer
verified

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Correct Answer
verified
The method does not allow reta...
View Answer

Similar to the other rule-of-thumb methods, the ________ doesn't allow retailers to exploit the unique opportunities or problems they confront in the market.

Correct Answer
verified

Which of the following is the formula for calculating click-through rate?

Correct Answer
verified

________ 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.

Correct Answer
verified

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

Correct Answer
verified

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.

Correct Answer
verified

Correct Answer
verified

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?

Correct Answer
verified

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

Correct Answer
verified

In new media, ________ refer to the number of times an ad appears in front of the user.

Correct Answer
verified

Retailers use ________ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Correct Answer
verified

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

Correct Answer
verified

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

Correct Answer
verified

Exam 14: Retail Communication Mix

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

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Calculate the return on investment for an advertisement from the given data. Net sales is $1,000, and advertising cost is $50.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The Macy's Thanksgiving Day Parade is an example of

Correct AnswerverifiedShow Answer

What is the major disadvantage associated with using the competitive parity method of determining a retail communication budget?

Correct AnswerverifiedThe method does not allow reta...View AnswerShow Answer

Similar to the other rule-of-thumb methods, the ________ doesn't allow retailers to exploit the unique opportunities or problems they confront in the market.

Correct AnswerverifiedShow Answer

Which of the following is the formula for calculating click-through rate?

Correct AnswerverifiedShow Answer

________ 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.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

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?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In new media, ________ refer to the number of times an ad appears in front of the user.

Correct AnswerverifiedShow Answer

Retailers use ________ to determine the communication budget by forecasting sales during the budget period and then applying a predetermined percentage to set the budget.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
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The method does not allow reta...
View Answer

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