Question 1

When using the marginal analysis method for setting a communication budget,retailers must understand ___________.

Accepted Answer

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 2

How can brands benefit the consumer?

Accepted Answer

Brands benefit the consumer in that (1)b...

Question 3

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

Accepted Answer

A)  top of mind awareness
B)  aided recall
C)  brand association
D)  brand identity
E)  brand recall

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

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?

Accepted Answer

A)  special event
B)  event sponsorship
C)  product placement
D)  high-assay
E)  pop-up

Question 6

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

Accepted Answer

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

What is brand awareness?

Accepted Answer

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 8

________ 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

A)  Social media
B)  Publicity
C)  Retail relations
D)  Cumulative reach
E)  Product taxonomy

Question 9

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

A)  public relations
B)  store atmospherics
C)  cooperative advertising
D)  product placement
E)  product premiums

Question 10

How can having strong brands benefit a retailer?

Accepted Answer

Having strong brand names can affect the...

Question 11

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

Accepted Answer

A)  top of mind awareness
B)  aided recall
C)  brand association
D)  brand identity
E)  brand recall

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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 ___________.

Accepted Answer

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 15

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

Accepted Answer

A)  brand awareness
B)  aided recall
C)  top-of-mind awareness
D)  brand association
E)  brand publicity

Question 16

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

Accepted Answer

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

Question 17

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

A)  top of mind awareness
B)  aided recall
C)  brand association
D)  brand identity
E)  brand recall

Question 18

The Macy's Thanksgiving Day Parade is an example of ______.

Accepted Answer

A)  cooperative advertising
B)  event sponsorship
C)  product placement
D)  high-assay
E)  pop-up

Question 19

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Accepted Answer

This type of allocation will n...

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 15: Retail Communication Mix

The Macy's Thanksgiving Day Parade is an example of ______.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

How can brands benefit the consumer?

Correct AnswerverifiedBrands benefit the consumer in that (1)b...View AnswerShow Answer

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?

Correct AnswerverifiedShow Answer

Why is it problematic for retailers to spend about the same on communication programs for each geographic region?

Correct AnswerverifiedThis type of allocation will n...View AnswerShow Answer

How can having strong brands benefit a retailer?

Correct AnswerverifiedHaving strong brand names can affect the...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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 ___________.

Correct AnswerverifiedShow Answer

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 _____________.

Correct AnswerverifiedShow Answer

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 __________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What is brand awareness?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

When using the marginal analysis method for setting a communication budget,retailers must understand ___________.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Brands benefit the consumer in that (1)b...
View Answer

Correct Answer
verified

Correct Answer
verified
This type of allocation will n...
View Answer

Correct Answer
verified
Having strong brand names can affect the...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified