Question 1

Temporary POP displays have an intended lifespan up to six months,while permanent displays are intended for use for more than six months.

Accepted Answer

A) True 
 B)False

Question 2

Lucy owns a bakery.She wants to attract new customers,brand her bakery in consumers' minds,and create impulse purchases.Which of the following should she use to accomplish these goals?

Accepted Answer

A)  newspaper advertising 
B)  billboard advertising 
C)  on-premise signage 
D)  point-of-purchase displays 
E)  television advertising 
A)  newspaper advertising 
B)  billboard advertising 
C)  on-premise signage 
D)  point-of-purchase displays 
E)  television advertising

Question 3

Which of the following is considered a component of the packaging structure?

Accepted Answer

A)  color 
B)  design 
C)  physical materials 
D)  size 
E)  All of these are correct. 
A)  color 
B)  design 
C)  physical materials 
D)  size 
E)  All of these are correct.

Question 4

Yellow is a good attention getter.

Accepted Answer

A) True 
 B)False

Question 5

On-premise signs enable consumers to identify and locate businesses and can influence their store-choice decisions and prompt impulse purchasing.

Accepted Answer

A) True 
 B)False

Question 6

Displays that are intended to be used for six months or more are called _____.

Accepted Answer

A)  permanent displays 
B)  in-store media 
C)  temporary displays 
D)  semipermanent displays 
E)  on-premise signage 
A)  permanent displays 
B)  in-store media 
C)  temporary displays 
D)  semipermanent displays 
E)  on-premise signage

Question 7

Which of the following is NOT a reason why POP materials go unused by retailers?

Accepted Answer

A)  does not satisfy the retailer's needs 
B)  too difficult to set up 
C)  too small 
D)  only serves to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category 
E)  not well-constructed 
A)  does not satisfy the retailer's needs 
B)  too difficult to set up 
C)  too small 
D)  only serves to transfer sales from one brand to another but does not increase the retailer's overall sales and profit for the product category 
E)  not well-constructed

Question 8

Which of the following is an advantage specific to digital billboards?

Accepted Answer

A)  low cost 
B)  nonselectivity 
C)  frequency of exposure 
D)  placement 
E)  the ability to interact with consumers 
A)  low cost 
B)  nonselectivity 
C)  frequency of exposure 
D)  placement 
E)  the ability to interact with consumers

Question 9

Jack is developing a package that should convey lightness and cleanliness.It would be best to use a _____ package.

Accepted Answer

A)  metal 
B)  plastic 
C)  paper 
D)  velvet 
E)  foil 
A)  metal 
B)  plastic 
C)  paper 
D)  velvet 
E)  foil

Question 10

Rocko's is a sandwich shop located just off an exit of a heavily traveled interstate.The owner would like to purchase billboard advertising on the interstate just before the exit,wants to achieve a consistent and relatively permanent presence on this heavily traveled interstate,needs to stay within a moderate budget,and is willing to commit to a multi-year period for this advertising.Which type of billboard advertising should he purchase?

Accepted Answer

A)  8-sheet poster 
B)  20-sheet poster 
C)  digital billboard 
D)  painted bulletin 
E)  permanent bulletin 
A)  8-sheet poster 
B)  20-sheet poster 
C)  digital billboard 
D)  painted bulletin 
E)  permanent bulletin

Question 11

The two general categories of on-premise signs are external and internal.

Accepted Answer

A) True 
 B)False

Question 12

Poster-advertising space has historically been sold in terms of _____,which represent the percentage of the population that is theoretically exposed to an advertiser's billboard message.

Accepted Answer

A)  cost per thousands 
B)  ratings 
C)  shares 
D)  showings 
E)  opportunities 
A)  cost per thousands 
B)  ratings 
C)  shares 
D)  showings 
E)  opportunities

Question 13

Emotional appeal signifies the ability of a package to attract attention at the point of purchase.

Accepted Answer

A) True 
 B)False

Question 14

Julie tells a POPAI interviewer that she intends to purchase yogurt but does not specify a particular brand.She purchased Yoplait yogurt.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)  impulse purchase 
A)  specifically planned purchase 
B)  generally planned purchase 
C)  substitute purchase 
D)  unplanned purchase 
E)  impulse purchase

Question 15

Which of the following is NOT a category of POP materials as classified by industry officials?

Accepted Answer

A)  permanent displays 
B)  semipermanent displays 
C)  temporary displays 
D)  in-store media 
E)  on-premise signage 
A)  permanent displays 
B)  semipermanent displays 
C)  temporary displays 
D)  in-store media 
E)  on-premise signage

Question 16

A major strength of billboard advertising is its broad reach and high frequency levels.

Accepted Answer

A) True 
 B)False

Question 17

At the beginning of July,retailers put up special back-to-school displays that combine most of the items needed on school supply lists.At the end of September,these displays are removed and replaced by displays for Halloween items.Which type of POP display are the back-to-school displays?

Accepted Answer

A)  permanent displays 
B)  semipermanent displays 
C)  temporary displays 
D)  in-store media 
E)  on-premise signage 
A)  permanent displays 
B)  semipermanent displays 
C)  temporary displays 
D)  in-store media 
E)  on-premise signage

Question 18

The encoding specificity principle states that _____.

Accepted Answer

A)  information recall is enhanced when the context in which people attempt to retrieve information is the same or similar to the context in which they originally encoded the message 
B)  information recall is highest for material that is presented in a verbal format 
C)  information recall is enhanced with the use of humor 
D)  information recall is enhanced with the use of fear appeals 
E)  comparative advertising distracts from encoding information 
A)  information recall is enhanced when the context in which people attempt to retrieve information is the same or similar to the context in which they originally encoded the message 
B)  information recall is highest for material that is presented in a verbal format 
C)  information recall is enhanced with the use of humor 
D)  information recall is enhanced with the use of fear appeals 
E)  comparative advertising distracts from encoding information

Question 19

Point-of-purchase displays accomplish which of the following for retailers?

Accepted Answer

A)  extend the amount of time spent in the store 
B)  deliver useful information and simplify the shopping process 
C)  reinforce the brand image 
D)  encourages consumers to switch brands 
E)  All of these are correct. 
A)  extend the amount of time spent in the store 
B)  deliver useful information and simplify the shopping process 
C)  reinforce the brand image 
D)  encourages consumers to switch brands 
E)  All of these are correct.

Question 20

Poster panels are the type of billboards that are regularly seen alongside highways and in other heavily traveled locales.

Accepted Answer

A) True 
 B)False

Exam 22: Packaging, Pop Communications, and Signage

Temporary POP displays have an intended lifespan up to six months,while permanent displays are intended for use for more than six months.

Lucy owns a bakery.She wants to attract new customers,brand her bakery in consumers' minds,and create impulse purchases.Which of the following should she use to accomplish these goals?

Which of the following is considered a component of the packaging structure?

Yellow is a good attention getter.

On-premise signs enable consumers to identify and locate businesses and can influence their store-choice decisions and prompt impulse purchasing.

Displays that are intended to be used for six months or more are called _____.

Which of the following is NOT a reason why POP materials go unused by retailers?

Which of the following is an advantage specific to digital billboards?

Jack is developing a package that should convey lightness and cleanliness.It would be best to use a _____ package.

The two general categories of on-premise signs are external and internal.

Poster-advertising space has historically been sold in terms of _____,which represent the percentage of the population that is theoretically exposed to an advertiser's billboard message.

Emotional appeal signifies the ability of a package to attract attention at the point of purchase.

Julie tells a POPAI interviewer that she intends to purchase yogurt but does not specify a particular brand.She purchased Yoplait yogurt.This case would be classified in the Consumer Buying Habits Study as a(n)_____.

Which of the following is NOT a category of POP materials as classified by industry officials?

A major strength of billboard advertising is its broad reach and high frequency levels.

At the beginning of July,retailers put up special back-to-school displays that combine most of the items needed on school supply lists.At the end of September,these displays are removed and replaced by displays for Halloween items.Which type of POP display are the back-to-school displays?

The encoding specificity principle states that _____.

Point-of-purchase displays accomplish which of the following for retailers?

Poster panels are the type of billboards that are regularly seen alongside highways and in other heavily traveled locales.

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

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