Retail Advertising Exam Review
Course Introduction
Retail Advertising explores the strategic role of advertising within the retail industry, emphasizing how effective campaigns drive foot traffic, enhance brand visibility, and influence consumer purchasing decisions. The course covers key concepts such as target market identification, message development, media planning, digital versus traditional advertising channels, and performance measurement. Students will examine case studies of successful retail advertising initiatives, learn to craft integrated advertising plans, and analyze the impact of trends such as influencer marketing and omnichannel retailing on advertising strategies. Through practical projects and critical analysis, students gain hands-on experience in designing campaigns tailored to retail environments.
Recommended Textbook
Advertising and Promotion An Integrated Marketing Communications Perspective 10th Edition by
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Page 2
Chapter 1: An Introduction to Integrated Marketing Communications
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Q1) The status gained from owning a particular brand is an example of a functional benefit.
A)True
B)False
Answer: False
Q2) Which of the following is true of retail advertising?
A)It is done by large companies on a nationwide basis or in most regions of the country.
B)It takes the form of direct-response advertising.
C)It is done to build store traffic and sales.
D)It is designed to stimulate demand for the general product class or an entire industry.
E)It is targeted at marketing channel members such as wholesalers, distributors, and suppliers.
Answer: C
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Chapter 2: The Role of IMC in the Marketing Process
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Q1) Premium brands positioned at the high end of the market usually use the price/quality approach to positioning.
A)True
B)False
Answer: True
Q2) Which of the following is a geographic segmentation variable?
A)Income
B)Neighborhood
C)Sex
D)Education
E)Involvement
Answer: B
Q3) _____ divides a market on the basis of lifecycles.
A)Geographic segmentation
B)Psychographic segmentation
C)Benefit segmentation
D)Demographic segmentation
E)Socioeconomic segmentation
Answer: B
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Chapter 3: Organizing for Advertising and Promotion: The
Role of AD Agencies and Other Marketing Communication Organizations
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Q1) While the advertising department develops the promotional budget, the final decision on allocating funds is usually made by the overall marketing department.
A)True
B)False
Answer: False
Q2) Which department within an advertising agency supervises the casting of people to appear in the ad and the setting for the scenes?
A)Account services department
B)Art department
C)Traffic department
D)Media department
E)Production department
Answer: E
Q3) The layout of a print ad is known as a storyboard.
A)True
B)False
Answer: False
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Chapter 4: Perspectives on Consumer Behavior
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Q1) Reinforcement occurs even when an ad encourages consumers to use a particular product or brand to avoid unpleasant consequences.
A)True
B)False
Q2) Yummy soups, a vegetable soup manufacturing company, uses coupons and sweepstakes to promote its soup. This reflects an application of:
A)belief-bias effect.
B)bait-and-switch promotions.
C)operant conditioning.
D)classical conditioning.
E)cognitive appraisal theory of emotion.
Q3) The presence of a prize in every box of Joy Stick Snacks is an example of:
A)classical reinforcement.
B)continuous reinforcement.
C)partial reinforcement.
D)cognitive dissonance.
E)intermittent reinforcement.
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6
Chapter 5: The Communication Process
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Q1) _____ include consumers' reactions to ad factors such as the creativity of an ad, the quality of the visual effects, colors, and voice tones.
A)Source bolsters
B)Source derogations
C)Ad execution-related thoughts
D)Counterarguments
E)Ad dissonance thoughts
Q2) The _____ model addresses the differences in the way consumers process and respond to persuasive advertising messages.
A)elaboration likelihood
B)Five Ws
C)AIDA
D)information processing
E)cognitive response
Q3) Source derogations could lead to an increase in message acceptance.
A)True
B)False
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Chapter 6: Source, Message, and Channel Factors
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Q1) Slice-of-life advertising can be used to establish a bond of similarity between the communicator and the receiver, and to increase the source's level of persuasiveness.
A)True
B)False
Q2) Which of the following is true of the qualitative media effect?
A)It is the influence a medium has on a message.
B)It is the general guideline used to determine the quality of a medium.
C)It indicates that the image a message conveys is transferred to the medium.
D)It is also known as the shaping effect.
E)It is the measurement used to indicate the effectiveness of a messagE.A qualitative media effect is the influence a medium has on a message.The image of a media vehicle can affect reactions to a message.
Q3) One way a supermarket can make its ads seem more trustworthy is by:
A)showing customers talking about the supermarket on hidden cameras.
B)increasing its advertising clutter in its print ads.
C)using cartoon characters in humorous shopping experiences.
D)using loud music or an unsettling color combination.
E)advertising repetitively in short intervals.
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Page 8
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
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Q1) In the social consumer decision journey, _____ deals with designing the communications program.
A)benchmarking
B)monitoring
C)amplification
D)leading
E)responding
Q2) If sales is used as a direct measure of response to advertising, products characterized as large-dollar purchases and those in the maturity or decline stages of the product would be less likely to benefit.
A)True
B)False
Q3) While the social consumer decision journey may differ from traditional response hierarchies, it is also similar in that it envisions going through stages in the purchase decision.
A)True
B)False
Page 9
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Chapter 8: Creative Strategy: Planning and Development
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Q1) With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that:
A)offsets the weaknesses associated with storyboard ad design.
B)provides opportunities for effective government oversight.
C)centralizes American consumer values in a global marketplace.
D)engages consumers and enters into a dialogue with them.
E)minimizes the risk of offending technology-savvy consumers.
Q2) Which of the following statements about focus groups is true?
A)Focus groups are a qualitative research technique.
B)Focus groups avoid discussions on types of ad appeals to be used.
C)Focus groups involve observing consumers in their natural environment.
D)Focus groups are ineffective in evaluating the viability of different creative approaches.
E)Focus groups involve observing the natural habits of a particular group of consumers without their knowledgE.In addition to the various quantitative research studies, qualitative research techniques such as in-depth interviews or focus groups can provide the creative team with valuable insight in the early stages of the creative process.
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Chapter 9: Creative Strategy: Implementation and Evaluation
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Q1) Image executions rely heavily on visual elements such as photography, color, tonality, and design.
A)True
B)False
Q2) _____ is an advertising execution technique often used for emotional appeals. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation.
A)Image advertising
B)Demonstration
C)Slice-of-life
D)Animation
E)Comparative advertising
Q3) Experts suggest that advertisements targeted to older consumers should use actors who are older than the targeted audience, as that makes the message seem more credible.
A)True
B)False
Page 11
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Chapter 10: Media Planning and Strategy
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Q1) The primary objective of _____ is to develop a framework that will deliver a message to the target audience in the most efficient, cost-effective manner possible.
A)media planning
B)market segmentation
C)target marketing
D)organizational planning
E)a communication hierarchy
Q2) For which of the following products is an advertiser most likely to use continuity scheduling?
A)Swimming pool chemicals
B)Flea collars
C)Cake mixes
D)Wood burning stoves
E)Tickets to professional basketball games
Q3) One of the advantages of the continuity method of schedule is low costs.
A)True
B)False
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Chapter 11: Evaluation of Media: Television and Radio
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Q1) Rick likes to watch two television programs that air at the same time on different channels. He simultaneously watches both programs by switching during commercial breaks. In this scenario, Rick is engaging in:
A)narrowcasting.
B)zooming.
C)multiplexing.
D)zipping.
E)zapping.
Q2) Advertising on television to specialized audiences that has been made possible by cable advertising is known as _____.
A)zipping
B)zapping
C)narrowcasting
D)multiplexing
E)gladvertising
Q3) Nielsen's current C3 ratings track individual ads and specific time slots.
A)True
B)False
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Page 13
Chapter 12: Evaluation of Media: Magazines and Newspapers
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Q1) Media buyers primarily evaluate magazines on the basis of:
A)the ability to offer specialized services such as selective binding, ink-jet imaging, and split runs.
B)the size and space of the bleed pages.
C)their ability to deliver the advertiser's message to as many people as possible in the target audience.
D)their ability to provide or create a psychographic segregation.
E)the pass-along readership offered.
Q2) Employment, automotive, and real estate ads are the three major categories of _____ advertising.
A)local display
B)special
C)insert
D)classified
E)retail
Q3) Newspapers and magazines are referred to as low-involvement media.
A)True
B)False
Page 14
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Chapter 13: Support Media
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Q1) Outdoor advertising is one of the newest methods of advertising that has grown with the development of new technology.
A)True
B)False
Q2) Advertising specialties are always distributed free of charge to the recipients.
A)True B)False
Q3) Another name for alternative media is:
A)functional communications.
B)nontraditional media.
C)measured media.
D)above-the-line media.
E)nonstructured communications.
Q4) Because of the high frequency of exposures, outdoor advertising may lead to a quick wearout.
A)True B)False
Page 15
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Chapter 14: Direct Marketing
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Q1) Telemarketing and direct selling are two methods of personal selling used to generate sales.
A)True
B)False
Q2) Direct marketing in the broadcast industry involves:
A)public relations and supplementary promotions.
B)direct-response advertising and support advertising.
C)a one-step direct marketing approach to sales.
D)add-on marketing.
E)ambient advertising and aerial advertising.
Q3) Keys to the success of direct mail are the mailing lists.
A)True
B)False
Q4) A company can use direct marketing to build a favorable image.
A)True B)False
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Chapter 15: The Internet: Digital and Social Media
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Q1) When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image.
A)True
B)False
Q2) Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:
A)build a brand image.
B)allow customer sampling.
C)disseminate information.
D)handle objections.
E)induce trial.
Q3) The Internet is a communications medium as well as a direct response medium.
A)True B)False
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Page 17
Chapter 16: Sales Promotion
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Q1) Which of the following is true of self-liquidating premiums?
A)They are used for lightweight, nonperishable products.
B)They require customers to pay for the mailing costs.
C)They are typically offered at higher-than-retail prices.
D)They are also known as cost-plus premiums.
E)They are usually delivered directly to the customers' doorsteps.
Q2) One of the main types of on-package coupons is the _____ coupon, which is attached to the outside of the package so the consumer can rip it off and redeem it at the time of the purchase.
A)bounce back
B)cross-ruff
C)instant
D)cross sell
E)premium
Q3) Which of the following is a limitation of using in-store sampling?
A)It can be used only for food products.
B)It requires the cooperation of retailers.
C)It is a highly ineffective method.
D)It must always be used in combination with another sampling method.
E)It is typically considered effective only for high-end luxury products.
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Chapter 17: Public Relations, Publicity, and Corporate Advertising
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Q1) Publicity is always positive and is always under the control of, or paid for by, an organization.
A)True
B)False
Q2) One of the most critical external publics is the _____, which determines what a person will read in newspapers or will see on TV, and how this news will be presented.
A)supplier
B)customer
C)government
D)media
E)investor
Q3) Many companies are attracted to event sponsorships because:
A)they help build equity and gain affinity with target audiences.
B)they help in segmenting the target market.
C)they are less expensive than traditional forms of advertising.
D)they help in elucidating controversial issues of public importance.
E)they explain management's position on social issues.
Q4) Ads themselves can be the focus of publicity.
Page 19
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Chapter 18: Measuring the Effectiveness of the Promotional Program
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Q1) The three recognition scores generated by GfK Starch Ad Readership Reports are:
A)noting, brand-associated, and read-most.
B)comprehension, retention, and response.
C)noting, comprehension, and seen-associated.
D)readers per dollar, cost ratios, and CPMs.
E)recognition, retention, and comprehension.
Q2) _____ is a readability test that determines the average number of syllables per 100 words.
A)Portfolio analysis
B)Burke's reflections test
C)The Flesch formula
D)Dummy testing
E)Contextual testing
Q3) Galvanic skin response is also known as:
A)electrodermal response.
B)pupillometrics.
C)dermal resolution.
D)beta activity.
E)alpha activity.
20
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Chapter 19: International Advertising and Promotion
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Q1) Which of the following factors demands different creative and media strategies as well as changes in other elements of the advertising and promotional program for foreign markets?
A)Unlimited media options in various countries
B)Language variations from country to country
C)Similar buying behaviors of consumers around the world
D)Increase in the overall world literacy rate
E)Women's empowerment throughout the world
Q2) Cultural variables marketers must consider include language, customs, tastes, and:
A)governmental regulations.
B)laws.
C)gender.
D)age.
E)values.
Q3) Demographic data can provide insight into the living standards and lifestyles in a particular country to help companies plan ad campaigns.
A)True
B)False
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Page 21
Chapter 20: Regulation of Advertising and Promotion
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Q1) Which of the following statements is true of advertising by members of professional associations?
A)Both government regulatory agencies and consumer groups are against advertising by members of professional associations.
B)Professional associations have always authorized advertising by their members on the basis that such promotional activities heighten members' professional status.
C)Research has shown that consumers generally disfavor the use of professional advertising.
D)The Supreme Court has ruled that professionals, such as dentists and physicians, have the right to advertise.
E)Professional advertising is typically considered unethical and fraudulent.
Q2) The Wheeler-Lea Act withdrew the Federal Trade Commission's (FTC's) power to regulate advertising.
A)True
B)False
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Chapter 21: Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion
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Q1) Which of the following has led to a concern that advertisers may influence or even control the media?
A)The Constitution guarantees advertisers the freedom of speech.
B)Disclosure laws in the United States are relatively strong.
C)Most consumers tend to distrust the media.
D)Most consumers tend to be skeptic of persuasive advertising.
E)Advertising plays an important role in financing the media.
Q2) Which of the following is a component most likely to be present in a persuasive advertisement?
A)Price
B)Performance
C)Social status
D)Availability
E)Specifications
Q3) American television and print advertising have portrayed men as _____.
A)passive
B)deferent
C)achieving
D)lacking intelligence
E)dependent
Page 23
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Chapter 22: Personal Selling Online
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Q1) Which of the following types of sales jobs requires the most skill and preparation?
A)Missionary sales representative
B)Creative seller
C)Problem solver
D)Persuader
E)Order taker
Q2) At which stage of the response hierarchy is personal selling least likely to be useful?
A)Product awareness
B)Demonstration
C)Product trial
D)Product purchase
E)Order-getting
Q3) In the personal-selling process, the prospecting step involves looking for leads and checking them.
A)True
B)False
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