Question 1

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 2

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

Accepted Answer

A) True 
 B)False

Question 3

The encoding specificity principle states that information recall is enhanced when the context in which people attempt to retrieve information is at least similar to the context in which they originally encoded the information.

Accepted Answer

A) True 
 B)False

Question 4

Outdoor GRPs are based on the daily duplicated audience as a percentage of the total potential market.

Accepted Answer

A) True 
 B)False

Question 5

Name and describe the two major forms of billboard advertising.

Accepted Answer

The major forms of billboard advertising

Question 6

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 7

Painted bulletins are generally purchased on a monthly basis.

Accepted Answer

A) True 
 B)False

Question 8

A color that suggests coolness and refreshment is _____.

Accepted Answer

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

Question 9

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 10

POP materials stimulate impulse purchasing.

Accepted Answer

A) True 
 B)False

Question 11

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 12

The ability of a package to evoke desire is an example of _____.

Accepted Answer

A)  visibility 
B)  information 
C)  emotional appeal 
D)  workability 
E)  gestalt 
A)  visibility 
B)  information 
C)  emotional appeal 
D)  workability 
E)  gestalt

Question 13

A color that has come to stand for environmentally friendly products is _____.

Accepted Answer

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

Question 14

Showings for out-of-home advertising are quoted in increments of 25 and are designated as #25,#50,#75,and #100.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Michael Jordan has been a well-paid endorser for Gatorade sports drink.Suppose that in addition to his role as TV spokesperson,the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle.Doing this would represent an appropriate marketing use of the _____.

Accepted Answer

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

Question 20

Packages with unusual shapes are perceived as containing smaller quantities of contents compared to more conventional packages.

Accepted Answer

A) True 
 B)False

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

The encoding specificity principle states that _____.

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

The encoding specificity principle states that information recall is enhanced when the context in which people attempt to retrieve information is at least similar to the context in which they originally encoded the information.

Outdoor GRPs are based on the daily duplicated audience as a percentage of the total potential market.

Name and describe the two major forms of billboard advertising.

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

Painted bulletins are generally purchased on a monthly basis.

A color that suggests coolness and refreshment is _____.

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

POP materials stimulate impulse purchasing.

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.

The ability of a package to evoke desire is an example of _____.

A color that has come to stand for environmentally friendly products is _____.

Showings for out-of-home advertising are quoted in increments of 25 and are designated as #25,#50,#75,and #100.

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

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

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

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

Michael Jordan has been a well-paid endorser for Gatorade sports drink.Suppose that in addition to his role as TV spokesperson,the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle.Doing this would represent an appropriate marketing use of the _____.

Packages with unusual shapes are perceived as containing smaller quantities of contents compared to more conventional packages.

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