Retailing Management, 10e (Levy)
Chapter 14 Retail Communication Mix
1) In TV advertising, “spots” have relatively large audiences, but they are expensive for local
retailers.
2) A premium offers an item for free or at a bargain price to reward some type of behavior, such as
buying, sampling, or testing.
3) M-commerce is the buying and selling of goods and services through wireless handheld devices.
4) Sentiment analysis is the process of analyzing social media to assess people’s overall attitudes
and preferences for products, brands, and marketing.
5) On a blog, an individual blogger or a group of users regularly post their opinions and various
topical information on a web page.
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.
7) Marketers can use search engine marketing to improve the visibility of their websites in
customers’ searches online.
8) Communication objectives are specific goals related to the retail communication mix’s effect on
the customer’s decision-making process.
9) A cooperative (co-op) program is a promotional program undertaken by a vendor and a retailer
working together.
10) The objective-and-task method uses past sales and communication activities to determine the
present communication budget.
11) 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 across all geographic locations.
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.
12) 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 reduce the prices of the products across all categories.
E) The manager should develop an integrated marketing communication program.
13) ________ 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.
A) Market research
B) Coolhunting
C) Advertising
D) Market overhang
E) Journalism
14) Which among the following is the largest group of national advertisers in the United States?
A) Real estate industry
B) Retail industry
C) Consumer electronics industry
D) Health care industry
E) Automobile industry
15) Retailers are the ________ group of national advertisers in the United States.
A) third-largest
B) second-largest
C) sixth-largest
D) fourth-largest
E) fifth-largest
16) Which of the following is a reason for the decline in the growth of newspaper advertising by
retailers?
A) The retailers have begun using other media
B) The increasing cost of developing an advertisement for newspapers
C) The decreasing market penetration of the newspaper industry
D) The time taken to develop an advertisement for newspapers
E) The depleting credibility of newspaper organizations
17) A freestanding insert (FSI) is also called a(n)
A) preprint.
B) cogprint.
C) reprint.
D) postprint.
E) eprint.
18) ________ are advertisements printed at the retailer’s expense and distributed as an insert in the
newspaper.
A) Cogprints
B) Preprints
C) Reprints
D) Postprints
E) Eprints
19) Which of the following is a reason why retailers tend to use magazines for image advertising?
A) Wider target audience
B) Extended shelf life
C) High readership
D) Low cost of advertising
E) High reproduction quality
20) Which of the following has enabled retailers to personalize their direct mail to all customers?
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
21) Janessa prefers high-end cosmetics, but she 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 which kind of sales promotion?
A) Premium
B) Rebate
C) Sample
D) Pop-up
E) Special event
22) A ________ offers an item for free or at a bargain price to reward some type of behavior, such
as buying, sampling, or testing.
A) rebate
B) premium
C) coupon
D) sample
E) cross sale
23) Which of the following is classified as in-store marketing?
A) Coupon
B) Rebate
C) Discount
D) Premium
E) Sample
24) David visits a supermarket to buy milk and eggs. At the checkout counter, waiting to pay, he
impulsively picks up a magazine from one of the display shelves. Which of the following terms
best reflects the supermarket’s strategy?
A) Rebate
B) Point-of-purchase display
C) Premium
D) Sample
E) Special event
25) Peter visits a local supermarket to buy groceries. While shopping, a sales executive approaches
him and enquires if he would be willing to try out a new brand of cookies. Which of the following
terms best reflects the supermarket’s strategy?
A) Special event
B) Premium
C) Point-of-purchase display
D) Sample
E) Rebate
26) The famous designer Isaac Mizrahi made a scheduled appearance at a to sign copies of his
book How to Have Style. This is an example of which type of communication method?
A) Special event
B) Samples
C) Rebates
D) Coupons
E) Premiums
27) The Macy’s Thanksgiving Day Parade is an example of
A) samples.
B) event sponsorship.
C) rebates.
D) premiums.
E) point-of-purchase display.
28) Target Field in Minneapolis, Minnesota, “Home of the Twins” baseball team, is an example of
which type of communication method?
A) Coupons
B) Event sponsorship
C) Rebates
D) Premiums
E) Point-of-purchase displays
29) ________ is a communication process in which sales associates help customers satisfy their
needs through face-to-face exchanges of information.
A) Cold calling
B) Price-based selling
C) Target account selling
D) Solution selling
E) Personal selling
30) Which of the following forms of communication is the most expensive?
A) Publicity
B) Salespeople
C) Advertising
D) Magazine
E) Newspaper
31) 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.
32) 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.
A) public relations
B) brand awareness
C) cooperative advertising
D) brand placement
E) brand associations
33) Michael, an actor, plays the protagonist in a sitcom. As per his contractual obligations, he is
required to be seen drinking Fizzy Cola, a brand of soda pop, at least once in every episode. Which
of the following terms best reflects this situation?
A) Product placement
B) Sample
C) Rebate
D) Public relations
E) Personal selling
34) A retailer has to confirm the receipt of an online shipping order to its customer. Which of the
following mediums is best suited for this purpose?
A) Blog
B) E-mail
C) Twitter
D) YouTube
E) Facebook
35) 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?
A) M-commerce
B) Blog
C) Twitter
D) Facebook
E) LinkedIn
36) 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?
A) Facebook
B) Twitter
C) LinkedIn
D) YouTube
E) Gmail
37) Which of the following is classified as a microblog?
A) Facebook
B) Twitter
C) LinkedIn
D) Gmail
E) YouTube
38) A retailer wants to announce up-to-date and fast-changing information to excite customers.
Which of the following platforms will best suit the retailer’s needs?
A) Gmail
B) YouTube
C) LinkedIn
D) Facebook
E) Twitter
39) Which of the following is typically the first step in developing a retail communication
program?
A) Determine a budget.
B) Implement programs.
C) Allocate the budget.
D) Establish objectives.
E) Evaluate programs.