Reference no: EM131188934

1) Any communication by a retailer that informs, persuades, and/or reminds the target market about any aspect of that firm is ________.

2) The four elements of ________ are advertising, public relations, personal selling, and sales promotion.

3) Which form of promotion has media payment, a nonpersonal presentation, out-of-store mass media, and an identified sponsor?

4) Which retailer has the highest dollar advertising expenditures among U.S. retailers?

5) A major difference between the advertising strategies of retailers and manufacturers is that retailers ________.

6) Which type of small retailer can have a geographically dispersed trading area?

7) In cooperative advertising, ________.

8) A major advantage of advertising as a retail medium is that ________.

9) Which characteristic of advertising as a retail medium is correct?

10) A major disadvantage of advertising as a retail medium is that ________.

11) Retailers spend the highest proportion of their advertising budgets in which medium?

12) A medium's circulation covers a broader geographic region than that containing the retailer's target market. This concept is referred to as ________.

13) An advantage of a Yellow Pages listing is the ________.

14) A characteristic of direct mail is a ________.

15) Which medium is associated with a low response rate and a high throwaway rate?

16) Which medium is characterized by large-size ads and zoning difficulties?

17) A(n) ________ ad should be used to communicate a new retailer opening in a market area.

18) An advertisement in a local newspaper, featuring low interest-rate financing for consumers that purchase a top-of-the-line refrigerator, illustrates a(n) ________ ad.

19) Image-related advertising illustrates a(n) ________ advertisement.

20) Vertical cooperative advertising agreements are subject to the ________.

21) In a horizontal cooperative advertising agreement, ________.

22) A major difference between advertising and publicity is based upon ________.

23) A major advantage of public relations versus advertising is ________.

24) A major disadvantage of public relations versus advertising is ________.

25) A major advantage of personal selling is ________.

26) Which type of salesperson is generally associated with a self-service retail environment?

27) PMs are best defined as ________.

28) The promotion form that focuses on short-run sales performance is ________.

29) Which sales promotion form seeks to develop store loyalty?

30) The most complex method of establishing an overall promotional budget is the ________.

31) The overall stages in a consumer's purchase process from awareness to purchase is depicted in the ________.

32) Which promotional forms are ideal for generating awareness in the hierarchy of effects model?

33) The efficiency of a medium can be most accurately assessed through evaluating its ________.

34) Extensive media coverage refers to ________.

35) In a massed advertising effort, ________.

36) A difficulty associated with the use of national magazines by an independent retailer with a narrow trading area is ________.

37) Manufacturers utilize cooperative advertising agreements with retailers ________.

38) An important advantage of advertising in comparison to personal selling is the ________.

39) Which medium offers a retailer the greatest control in reaching a targeted geographic area?

40) Which medium has the highest message permanence?

41) A local computer retailer desires to reach a targeted audience consisting of past customers. The retailer is offering "computer tune-ups" consisting of removal of duplicate files, virus scanning and removal, and performing diagnostic work on the system's major hardware components. Which medium is most appropriate in reducing waste?

42) The creation of regional or zoned editions, superior graphics, and the availability of color have increased retailers' use of ________.

43) Which type of retailer ad is most likely to include a product's price?

44) The short space and long lead time make outdoor advertising least appropriate for what form of advertisements?

45) A retailer stresses its community service in a current advertising campaign. This illustrates a(n) ________ ad.

46) Since vertical cooperative advertising agreements fall under the scope of the Robinson-Patman Act, a manufacturer ________.

47) Noncompeting retailers can share advertisements in media with broad geographic circulation. This strategy represents a ________.

48) The major strategic difference between advertising and public relations relates to ________.

49) If advertising and personal selling are classified as marketer-dominated, then public relations is classified as ________-dominated.

50) The effectiveness of a retailer's public relations department can be determined by evaluating ________.

51) Most retail salespersons in self-service operations are ________.