Chapter 15

Question 1

Top-of-Mind Awareness

Answer 1

Highest level of awareness, when they mention specific retailer first upon being asked about the type of retailer, merchandise category, or type of service

Question 2

Integrated Marketing Communications

Answer 2

Present a comprehensive, consistent message through all communications with customers

Question 3

Marginal analysis Method

Answer 3

Based on the economic principle that firms should increase communication expenditures as long as each additional dollar spent generates more than a dollar of its contribution

Question 4

Objective-and-task method

Answer 4

Determines the budget required to undertake specific tasks for accomplishing communication objectives

Question 5

Rule-of-thumb methods

Answer 5

Opposite from the method above, this method used past sales and communication activities to determine the present communication logic.

Question 6

Affordable Method

Answer 6

Method requires retailer to forecast sales and expense first, excluding communication expense, during the period of budgeting

Question 7

Percentage-of-sales method

Answer 7

Sets the communication budget as a fixed percentage of forecast sales

Question 8

Allocation of Promotional Budget

High Assay Principle

Answer 8

Allocate the budget to areas that will yield the greatest return

Question 9

Aided recall

Answer 9

This is when consumers show that they know the brand when the name is presented to them.

Question 10

Unaided recall

Answer 10

The moderator asks respondents to recall information without the aid of a cue or prompt