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

Lack of verified data regarding audience characteristics has retarded the growth of the out-of-home industry and has prevented many advertisers from investing heavily in this type of advertising medium.

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.

Poster panel billboards are silk-screened or lithographed and then pasted in sheets to the billboard.

In-store radio and TV advertising,shopping cart advertisements,shelf talkers,floor graphics,and coupon dispensers are all examples of _____.

Billboards that vary the advertising message on a schedule of every 4 to 10 seconds are known as _____.

Which type of display has been shown in research to be effective in bringing a brand's name to a consumer's active memory and increasing the probability of purchasing that brand?

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.

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

An effective on-premise sign should perform which function?

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

One reason manufacturer-supplied POP materials go unused by retailers is that they merely serve to transfer sales from one brand to another but do not increase the retailer's overall sales and profits for the product category.

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

Tobacco advertisers are the heaviest users of outdoor advertising in the United States.

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?

_____ are a form of billboard that are silk-screened or lithographed and then pasted in sheets to the billboard.

A moving display brings a brand's name to active memory.

Howard owns a small convenience store.He wants to attract new customers,brand his store in consumers' minds,and create impulse purchases.Which of the following should he use to accomplish these goals?

A brand lift index of 35 for a specific product category means _____.

Yellow is a good attention getter.

It is relatively simple to measure outdoor advertising's audience.