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 ________.
