Exam 22: Packaging, Pop Communications, and Signage

Name and describe the VIEW model for evaluating a package and apply it to a real world package that you think could be improved.

Which of the following is a benefit provided to retailers by POP material? 

A color that connotes abundance,health,calmness,and serenity is _____.

What does one outdoor gross rating point (GRP)mean? 

Some POP materials go unused because they are too hard to set up.

There is no way to determine the demographic characteristics of outdoor audiences.

The low cost and easy visibility of digital billboards have made them popular and encouraged their use.

The major forms of billboard advertising are painted bulletins and kiosks.

To assess the potential success of a proposed package,each VIEW component can be rated,first,in terms of its importance and then with respect to how well the new package performs on each component,its evaluation score.

Which step in the package design process seeks to feature benefits that are most important to consumers? 

Which type of billboard is 12 feet,3 inches high by 24 feet,6 inches wide? 

MIRROR is an initiative for acquiring standard diagnostics for measuring the performance of in-store media.

The major determinant of whether or not emotion is emphasized in a brand's package is the nature of the product category and the underlying consumer behavior involved.

Discuss the strengths and weaknesses of billboard advertising and make recommendations for the types of products and situations in which outdoor advertising should be used.

Electrocell recently began marketing a new durable battery to compete against its major competitors.Electrocell's promotion manager wants to have a point-of-purchase display designed that will be a particularly good attention-getter.What type of point-of-purchase display could most effectively satisfy this objective? 

On Wednesday night,Laura viewed with much interest a TV commercial for a new,no-fat brand of snack food.She went to the store on Thursday but couldn't remember the brand name of the no-fat snack food.However,at home Thursday night while watching television,Laura finally remembered the brand name of the snack food.This situation demonstrates the working of the _____.

Which of the following is NOT a strength of billboard advertising? 

Horizontal lines on a package are restful,quiet,and tranquil.

Stella is a freelance design artist.A fast food company has asked her to design packaging for a new line of healthy salads.Which of the following design elements would be the best for Stella to use? 

Media advertising and POP communications must be _____ so that in-store reminder cues can capitalize on the back-ground work media advertising accomplishes.