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

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 ________.