Retail advertising incorporates:

  payment for media

a personal presentation
a format that can be adapted to individual consumers
an unidentified sponsor

Which type of retailer has the highest advertising-to-sales ratio?

  convenience stores
furniture stores
grocery stores
jewellery stores

Advertising costs are shared between two or more retailers or a

manufacturer, a wholesaler, and a retailer through:
  promotional monies (PMs)
promotional allowances
cooperative advertising
slotting fees

Which of the following is not an advantage of advertising?

  A large audience is attracted.
Messages can be lengthy and contain a lot of detail.
A large number of alternative media are available.
The retailer has control over message content, graphics, timing, and size.

Which advertising medium enables the retail advertiser to control its

market coverage?
  direct mail
telephone directories
radio
daily newspapers
 A message that has persuasion as its goal is a(n):
  institutional ad
competitive ad
reminder ad
pioneer ad

Which type of advertisement seeks to keep the retailer's name

before the public without emphasizing the sale of goods or services?
  institutional advertisement
competitive advertisement
reminder advertisement
pioneer advertisement

Which type of advertising is subject to the rules of the Competition

Act?
  horizontal cooperative advertising
vertical cooperative advertising
institutional advertising
competitive advertising

A distinction between publicity and advertising is that advertising:

  uses agencies to place messages
utilizes media, while publicity relies on word-of-mouth
is more controllable
is more credible

Which of the following is not an advantage of publicity?

  A retail image can be presented or enhanced.
An objective source presents the message.
A mass audience is addressed.
There is control over the timing of the message.
 A major advantage of personal selling in comparison to other forms
of promotion is that:
  several product attributes can be discussed at the same time
a mass audience is addressed
per-customer costs are low
the message can be adapted to the needs of each customer

A salesperson that can be described as the true "sales" employee is

a(n):
  order-getting salesperson
order-taking salesperson
order-filling salesperson
missionary salesperson

In personal selling, which of the following is based on the

assumption that each customer has a different set of wants?
  a trial close approach
a repetitive sales presentation
the need-satisfaction approach
the canned sales presentation

Which form of retail promotion is often criticized based on its use of

frivolous selling points and a short-term orientation?
  publicity
personal selling
advertising
sales promotion

The major difference between a contest and a sweepstakes is that

the:
  sweepstakes is based upon a mail entry
odds of winning are higher in a contest
sweepstakes requires skill, whereas the contest is based purely on luck
 contest requires skill, whereas the sweepstakes is based purely on luck

Which of the following is not an advantage of coupons?

  In many cases, manufacturers pay for the advertising and redemption of
coupons.
A large percentage of coupons are redeemed by consumers.
Coupons are very helpful to an ongoing advertising campaign and increase store
traffic.
The use of coupons increases the consumer's perception that a retailer offers
good value.

Which method of establishing an overall promotional budget relies

on previous budgets in the allocation of funds?
  all-you-can-afford
competitive parity
incremental
percentage-of-sales

The sequence of steps that lead a consumer from awareness to

purchase is referred to as the:
  vertical trend theory
two-step model of communication
hierarchy-of-effects model
communication model

Reach refers to:

  the number of distinct people exposed to a retailer's promotion efforts in a
specific period
total circulation in all geographic areas
total circulation less waste coverage
the average number of times each person is exposed to a retailer's ads in a
specific period

A distributed promotion effort is used by retailers who:

  have seasonal sales
promote constantly throughout the year
use cooperative advertising
advertise very little around holidays and store openings

1.
Retail advertising incorporates:

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Your Answer:

2. Which type of retailer has the highest advertising-to-sales ratio?

(blank)
Your Answer:

3. Advertising costs are shared between two or more retailers or a

manufacturer, a wholesaler, and a retailer through:

(blank)
Your Answer:

4. Which of the following is not an advantage of advertising?

(blank)
Your Answer:

5. Which advertising medium enables the retail advertiser to control its

market coverage?

(blank)
Your Answer:

6. A message that has persuasion as its goal is a(n):

(blank)
Your Answer:
7. Which type of advertisement seeks to keep the retailer's name before the
public without emphasizing the sale of goods or services?

(blank)
Your Answer:

8. Which type of advertising is subject to the rules of the Competition Act?

(blank)
Your Answer:

9. A distinction between publicity and advertising is that advertising:

(blank)
Your Answer:

10 Which of the following is not an advantage of publicity?

.
(blank)
Your Answer:

11 A major advantage of personal selling in comparison to other forms of

promotion is that:
.
(blank)
Your Answer:

12 A salesperson that can be described as the true "sales" employee is a(n):

.
(blank)
Your Answer:

13 In personal selling, which of the following is based on the assumption that

each customer has a different set of wants?
.
(blank)
Your Answer:

14 Which form of retail promotion is often criticized based on its use of

frivolous selling points and a short-term orientation?
.
(blank)
Your Answer:
15 The major difference between a contest and a sweepstakes is that the:
.
(blank)
Your Answer:

16 Which of the following is not an advantage of coupons?

.
(blank)
Your Answer:

17 Which method of establishing an overall promotional budget relies on

previous budgets in the allocation of funds?
.
(blank)
Your Answer:

18 The sequence of steps that lead a consumer from awareness to purchase

is referred to as the:
.
(blank)
Your Answer:

19 Reach refers to:

.
(blank)
Your Answer:

20 A distributed promotion effort is used by retailers who:

.
(blank)
Your Answer: