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

Katherine is developing a package for a new consumer product.She should develop a _____ package because the main objective of her package is to attract attention.

Informing consumers is point-of-purchase's most basic communications function.

Experts in the design of store signage use a concept,termed _____,that refers to the ability of a sign to capture attention.

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.

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.

A color that is often associated with food is _____.

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

Out-of-home (OOH)advertising is regarded as a supplementary,rather than a primary,advertising medium.

Jackie is a vice-president of marketing for a major food company.If she wants the package for a new product to convey restfulness and quiet,she should include _____.

Advertising on billboards is designed with _____ as the primary objective.

One limitation of outdoor advertising is _____.

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

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

Billboard advertising is the major outdoor medium.

Judy tells a POPAI interviewer that she intends to purchase DelMonte spinach,and in fact she does purchase this item.This case would be classified in the Consumer Buying Habits Study as a(n)_____.

Blue suggests coolness and refreshment.

On-premise business signage communicates information about products and services in close proximity to the store.

Orange is often described in terms such as active,stimulating,energetic and vital.

The brand lift index _____.

A brand lift index of 48 percent for a specific product category means that sales of that product category are 48 percent greater when a display is used.