Question 1

A warm color that has a cheerful effect on consumers is _____.

Accepted Answer

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

Question 2

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  False

Question 3

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,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)  30-sheet poster 
D)  painted bulletin 
E)  permanent bulletin 
A)  8-sheet poster 
B)  20-sheet poster 
C)  30-sheet poster 
D)  painted bulletin 
E)  permanent bulletin D

Question 4

A moving display performs the critical in-store function of bringing a brand's name to the consumer's _____.

Accepted Answer

A)  attention 
B)  awareness 
C)  perceptual field 
D)  active memory 
E)  notice 
A)  attention 
B)  awareness 
C)  perceptual field 
D)  active memory 
E)  notice

Question 5

A foil package conveys _____.

Accepted Answer

A)  cheapness 
B)  masculinity 
C)  prestige 
D)  durability 
E)  femininity 
A)  cheapness 
B)  masculinity 
C)  prestige 
D)  durability 
E)  femininity

Question 6

Poster panel billboards can be either 10-,20-,or 30-sheet.

Accepted Answer

A) True 
 B)False

Question 7

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 8

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

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

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

Accepted Answer

A) True 
 B)False

Question 11

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

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)  increasing the consumer's interest in shopping 
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)  increasing the consumer's interest in shopping 
E)  All of these are correct.

Question 12

One factor that has limited the growth of digital billboards is that _____.

Accepted Answer

A)  the technology has not been perfected 
B)  consumers do not respond well to them 
C)  they require constant adjustment 
D)  only very short messages can be used 
E)  they are expensive to install 
A)  the technology has not been perfected 
B)  consumers do not respond well to them 
C)  they require constant adjustment 
D)  only very short messages can be used 
E)  they are expensive to install

Question 13

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 workability 
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 workability 
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 14

Which of the following is NOT one of the stages of the package design process?

Accepted Answer

A)  determine communication priorities 
B)  specify brand-positioning objectives 
C)  conduct a product category analysis 
D)  develop a hypothesis 
E)  perform a competitive analysis 
A)  determine communication priorities 
B)  specify brand-positioning objectives 
C)  conduct a product category analysis 
D)  develop a hypothesis 
E)  perform a competitive analysis

Question 15

Name and describe the four categories of POP materials.

Accepted Answer

Industry officials classify POP material

Question 16

Advertisers typically purchase painted bulletin billboards _____.

Accepted Answer

A)  for a one- to three-year period 
B)  for a five- to ten-year period 
C)  on a monthly basis 
D)  for a three-month period 
E)  for a six-month period 
A)  for a one- to three-year period 
B)  for a five- to ten-year period 
C)  on a monthly basis 
D)  for a three-month period 
E)  for a six-month period

Question 17

Point-of-Purchase displays accomplish which of the following for consumers?

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 more rational purchase behavior 
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 more rational purchase behavior 
E)  All of these are correct.

Question 18

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

Accepted Answer

A)  heavily used 
B)  unique 
C)  tightly integrated 
D)  awareness generating 
E)  informative 
A)  heavily used 
B)  unique 
C)  tightly integrated 
D)  awareness generating 
E)  informative

Question 19

What factor has retarded the growth of the out-of-home (OOH)industry and has prevented many advertisers from investing heavily in this medium?

Accepted Answer

A)  lack of measurable audience data 
B)  nonselectivity 
C)  short exposure time 
D)  environmental concerns 
E)  high cost per thousand 
A)  lack of measurable audience data 
B)  nonselectivity 
C)  short exposure time 
D)  environmental concerns 
E)  high cost per thousand

Question 20

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 _____.

Accepted Answer

A)  decoding incompleteness hypothesis 
B)  fallibility of memory hypothesis 
C)  recoding of thought principle 
D)  encoding specificity principle 
E)  conspicuity principle 
A)  decoding incompleteness hypothesis 
B)  fallibility of memory hypothesis 
C)  recoding of thought principle 
D)  encoding specificity principle 
E)  conspicuity principle

Exam 22: Packaging, Point-of-Purchase Communications, and Signage

A warm color that has a cheerful effect on consumers is _____.

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

A moving display performs the critical in-store function of bringing a brand's name to the consumer's _____.

A foil package conveys _____.

Poster panel billboards can be either 10-,20-,or 30-sheet.

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

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

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

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

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

One factor that has limited the growth of digital billboards is that _____.

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

Which of the following is NOT one of the stages of the package design process?

Name and describe the four categories of POP materials.

Advertisers typically purchase painted bulletin billboards _____.

Point-of-Purchase displays accomplish which of the following for consumers?

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

What factor has retarded the growth of the out-of-home (OOH)industry and has prevented many advertisers from investing heavily in this medium?

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Personal Selling

Filters