Question 1

A color that is often associated with food is _____.

Accepted Answer

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

Question 2

GRPs of 25 and 50 are the two levels purchased most frequently for outdoor advertising.

Accepted Answer

A) True 
 B)False

Question 3

Experts in the design of store signage use a concept,termed _____,that refers to the ability of a sign to capture attention.

Accepted Answer

A)  conspicuity 
B)  noticeability 
C)  spectacularity 
D)  stopping power 
E)  peculiarity 
A)  conspicuity 
B)  noticeability 
C)  spectacularity 
D)  stopping power 
E)  peculiarity

Question 4

Judy tells a POPAI interviewer that she intends to purchase DelMonte spinach,and in fact she does purchase this item.This case would be classified in the Consumer Buying Habits Study as a(n)_____.

Accepted Answer

A)  specifically planned purchase 
B)  generally planned purchase 
C)  substitute purchase 
D)  unplanned purchase 
E)  rational purchase 
A)  specifically planned purchase 
B)  generally planned purchase 
C)  substitute purchase 
D)  unplanned purchase 
E)  rational purchase

Question 5

The two general categories of on-premise signs are _____.

Accepted Answer

A)  primary and secondary 
B)  free-standing and building-mounted 
C)  internal and external 
D)  temporary and permanent 
E)  retailer-provided and manufacturer-provided 
A)  primary and secondary 
B)  free-standing and building-mounted 
C)  internal and external 
D)  temporary and permanent 
E)  retailer-provided and manufacturer-provided

Question 6

The notion underlying good packaging is gestalt,which refers to the _____.

Accepted Answer

A)  notion that people react to the unified whole, not to the individual parts, of the package 
B)  empty-vessel philosophy 
C)  VIEW model 
D)  degree of workability 
E)  implied meaning of information on the package 
A)  notion that people react to the unified whole, not to the individual parts, of the package 
B)  empty-vessel philosophy 
C)  VIEW model 
D)  degree of workability 
E)  implied meaning of information on the package

Question 7

Discuss the useful services POP materials provide for all participants in the marketing process: manufacturers,retailers,and consumers.

Accepted Answer

Accomplishments for manufacturers: For m

Question 8

Which type of billboard is hand painted directly on the billboard by artists hired by the billboard owner?

Accepted Answer

A)  poster panels 
B)  painted bulletins 
C)  painted billboards 
D)  poster billboards 
E)  painted panels 
A)  poster panels 
B)  painted bulletins 
C)  painted billboards 
D)  poster billboards 
E)  painted panels

Question 9

For a package to be effective,it must perform well on all the VIEW criteria.

Accepted Answer

A) True 
 B)False

Question 10

Foil packaging conveys _____.

Accepted Answer

A)  nutrition 
B)  nature 
C)  high quality 
D)  research 
E)  unique 
A)  nutrition 
B)  nature 
C)  high quality 
D)  research 
E)  unique

Question 11

Jackie is a vice-president of marketing for a major food company.If she wants the package for a new product to convey restfulness and quiet,she should include _____.

Accepted Answer

A)  pictures of birds 
B)  triangles 
C)  horizontal lines 
D)  vertical lines 
E)  slanted lines 
A)  pictures of birds 
B)  triangles 
C)  horizontal lines 
D)  vertical lines 
E)  slanted lines

Question 12

The four general features of the VIEW model that are used to evaluate a package are visibility,impression,ergonomics,and workability.

Accepted Answer

A) True 
 B)False

Question 13

Advertising on billboards is designed with _____ as the primary objective.

Accepted Answer

A)  sales 
B)  impulse buying 
C)  persuasion 
D)  name recognition 
E)  purchase intention 
A)  sales 
B)  impulse buying 
C)  persuasion 
D)  name recognition 
E)  purchase intention

Question 14

Outdoor advertising showings and gross rating points are sold in increments of _____.

Accepted Answer

A)  10 
B)  20 
C)  25 
D)  50 
E)  100 
A)  10 
B)  20 
C)  25 
D)  50 
E)  100

Question 15

The notion underlying good packaging is gestalt,which means that people react to the unified whole,not to the individual parts.

Accepted Answer

A) True 
 B)False

Question 16

The four features of the VIEW model that can be used to evaluate a particular package are _____.

Accepted Answer

A)  visibility, innovation, emotional appeal, and warehousing 
B)  visibility, information, emotional appeal, and workability 
C)  visibility, information, effectiveness, and workability 
D)  visibility, information, emotional appeal, and warehousing 
E)  visibility, innovation, effectiveness, and workability 
A)  visibility, innovation, emotional appeal, and warehousing 
B)  visibility, information, emotional appeal, and workability 
C)  visibility, information, effectiveness, and workability 
D)  visibility, information, emotional appeal, and warehousing 
E)  visibility, innovation, effectiveness, and workability

Question 17

Which type of billboard is 6 feet,2 inches high by 12 feet,2 inches wide?

Accepted Answer

A)  5-sheet poster 
B)  8-sheet poster 
C)  20-feet poster 
D)  30-feet poster 
E)  50-feet poster 
A)  5-sheet poster 
B)  8-sheet poster 
C)  20-feet poster 
D)  30-feet poster 
E)  50-feet poster

Question 18

Packaging performs a major brand-equity role by creating or fortifying brand awareness.

Accepted Answer

A) True 
 B)False

Question 19

Audrey went into Dayton's to buy a moisturizer manufactured by Clinique.She ended up buying a moisturizer manufactured by Lancome instead.This is an example of a(n)_____ purchase.

Accepted Answer

A)  specifically planned 
B)  generally planned 
C)  unplanned 
D)  substitute 
E)  discipline 
A)  specifically planned 
B)  generally planned 
C)  unplanned 
D)  substitute 
E)  discipline

Question 20

List and describe five point-of-purchase materials that you have seen that you feel are excellent and five examples that could be improved.Discuss how each of these ten examples can be improved.

Accepted Answer

While students' answers will vary on thi

Exam 22: Packaging, Pop Communications, and Signage

A color that is often associated with food is _____.

GRPs of 25 and 50 are the two levels purchased most frequently for outdoor advertising.

Experts in the design of store signage use a concept,termed _____,that refers to the ability of a sign to capture attention.

Judy tells a POPAI interviewer that she intends to purchase DelMonte spinach,and in fact she does purchase this item.This case would be classified in the Consumer Buying Habits Study as a(n)_____.

The two general categories of on-premise signs are _____.

The notion underlying good packaging is gestalt,which refers to the _____.

Discuss the useful services POP materials provide for all participants in the marketing process: manufacturers,retailers,and consumers.

Which type of billboard is hand painted directly on the billboard by artists hired by the billboard owner?

For a package to be effective,it must perform well on all the VIEW criteria.

Foil packaging conveys _____.

Jackie is a vice-president of marketing for a major food company.If she wants the package for a new product to convey restfulness and quiet,she should include _____.

The four general features of the VIEW model that are used to evaluate a package are visibility,impression,ergonomics,and workability.

Advertising on billboards is designed with _____ as the primary objective.

Outdoor advertising showings and gross rating points are sold in increments of _____.

The notion underlying good packaging is gestalt,which means that people react to the unified whole,not to the individual parts.

The four features of the VIEW model that can be used to evaluate a particular package are _____.

Which type of billboard is 6 feet,2 inches high by 12 feet,2 inches wide?

Packaging performs a major brand-equity role by creating or fortifying brand awareness.

Audrey went into Dayton's to buy a moisturizer manufactured by Clinique.She ended up buying a moisturizer manufactured by Lancome instead.This is an example of a(n)_____ purchase.

List and describe five point-of-purchase materials that you have seen that you feel are excellent and five examples that could be improved.Discuss how each of these ten examples can be improved.

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