Question 1

The brand lift index gauges the average increase of in-store decision purchases when point-of-purchase is present versus when it is not.

Accepted Answer

A) True 
 B)False

Question 2

On-premise business signage communicates information about products and services in close proximity to the store.

Accepted Answer

A) True 
 B)False

Question 3

Poster panel billboards are silk-screened or lithographed and then pasted in sheets to the billboard.

Accepted Answer

A) True 
 B)False

Question 4

On-premise signs are located on or near retail stores.

Accepted Answer

A) True 
 B)False

Question 5

In the Consumer Buying Habits Study,the summation of generally planned,substitute,and unplanned purchases constitutes the _____.

Accepted Answer

A)  externally-motivated purchase rate 
B)  internally-motivated purchase rate 
C)  impulse purchase rate 
D)  in-store influence rate 
E)  in-store decision rate 
A)  externally-motivated purchase rate 
B)  internally-motivated purchase rate 
C)  impulse purchase rate 
D)  in-store influence rate 
E)  in-store decision rate

Question 6

High cost per thousand is a disadvantage of outdoor advertising.

Accepted Answer

A) True 
 B)False

Question 7

_____ are located on or near retail stores and are considered the most cost-effective and efficient form of communication available to retail businesses.

Accepted Answer

A)  Billboards 
B)  Off-premise signs 
C)  On-premise signs 
D)  Point-of-purchase displays 
E)  Changeable message signs 
A)  Billboards 
B)  Off-premise signs 
C)  On-premise signs 
D)  Point-of-purchase displays 
E)  Changeable message signs

Question 8

Painted bulletins are hand painted directly on the billboard by artists hired by the billboard owner.

Accepted Answer

A) True 
 B)False

Question 9

Name and describe the two general categories of on-premise signage,and list the functions of on-premise signs.

Accepted Answer

The two general categories of on-premise

Question 10

Name and describe the two major forms of billboard advertising.

Accepted Answer

The major forms of billboard advertising

Question 11

The Grocery Manufacturer's Association has recently undertaken a major initiative to develop a means of measuring in-store advertising media.

Accepted Answer

A) True 
 B)False

Question 12

In order to encourage retailers to use POP materials,manufacturers must design these materials to satisfy which of the following requirements? They are _____.

Accepted Answer

A)  attractive, convenient, and useful for consumers 
B)  the right size and format 
C)  user friendly 
D)  sent to stores when they are needed 
E)  All of these are correct. 
A)  attractive, convenient, and useful for consumers 
B)  the right size and format 
C)  user friendly 
D)  sent to stores when they are needed 
E)  All of these are correct.

Question 13

Katherine is developing a package for a new consumer product.She should develop a _____ package because the main objective of her package is to attract attention.

Accepted Answer

A)  green 
B)  white 
C)  black 
D)  yellow 
E)  red 
A)  green 
B)  white 
C)  black 
D)  yellow 
E)  red

Question 14

Which of the following is a reason why POP materials go unused?

Accepted Answer

A)  does not satisfy the retailer's needs 
B)  takes up too much space for the amount of sales generated 
C)  not well-constructed 
D)  only serve to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category 
E)  All of these are correct. 
A)  does not satisfy the retailer's needs 
B)  takes up too much space for the amount of sales generated 
C)  not well-constructed 
D)  only serve to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category 
E)  All of these are correct.

Question 15

An effective on-premise sign should perform which function?

Accepted Answer

A)  attract new customers 
B)  set limits for customers 
C)  identify the location 
D)  provide information for retailers 
E)  list competitors 
A)  attract new customers 
B)  set limits for customers 
C)  identify the location 
D)  provide information for retailers 
E)  list competitors

Question 16

POP displays serve as the capstone for an integrated marketing communications program.

Accepted Answer

A) True 
 B)False

Question 17

POP displays can create a synergistic effect when used in conjunction with advertisements and promotions.

Accepted Answer

A) True 
 B)False

Question 18

One reason manufacturer-supplied POP materials go unused by retailers is that they merely serve to transfer sales from one brand to another but do not increase the retailer's overall sales and profits for the product category.

Accepted Answer

A) True 
 B)False

Question 19

POP displays benefit all participants in the marketing process.

Accepted Answer

A) True 
 B)False

Question 20

"Noticeability" refers to the ability of a sign to capture attention.

Accepted Answer

A) True 
 B)False

Exam 22: Packaging, Pop Communications, and Signage

The brand lift index gauges the average increase of in-store decision purchases when point-of-purchase is present versus when it is not.

On-premise business signage communicates information about products and services in close proximity to the store.

Poster panel billboards are silk-screened or lithographed and then pasted in sheets to the billboard.

On-premise signs are located on or near retail stores.

In the Consumer Buying Habits Study,the summation of generally planned,substitute,and unplanned purchases constitutes the _____.

High cost per thousand is a disadvantage of outdoor advertising.

_____ are located on or near retail stores and are considered the most cost-effective and efficient form of communication available to retail businesses.

Painted bulletins are hand painted directly on the billboard by artists hired by the billboard owner.

Name and describe the two general categories of on-premise signage,and list the functions of on-premise signs.

Name and describe the two major forms of billboard advertising.

The Grocery Manufacturer's Association has recently undertaken a major initiative to develop a means of measuring in-store advertising media.

In order to encourage retailers to use POP materials,manufacturers must design these materials to satisfy which of the following requirements? They are _____.

Katherine is developing a package for a new consumer product.She should develop a _____ package because the main objective of her package is to attract attention.

Which of the following is a reason why POP materials go unused?

An effective on-premise sign should perform which function?

POP displays serve as the capstone for an integrated marketing communications program.

POP displays can create a synergistic effect when used in conjunction with advertisements and promotions.

One reason manufacturer-supplied POP materials go unused by retailers is that they merely serve to transfer sales from one brand to another but do not increase the retailer's overall sales and profits for the product category.

POP displays benefit all participants in the marketing process.

"Noticeability" refers to the ability of a sign to capture attention.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Personal Selling

Filters