Question 1

A color that is often described as active,stimulating,energetic,and vital is _____.

Accepted Answer

A)  white 
B)  black 
C)  blue 
D)  orange 
E)  red. 
A)  white 
B)  black 
C)  blue 
D)  orange 
E)  red.

Question 2

Which is the oldest form of advertising?

Accepted Answer

A)  outdoor 
B)  radio 
C)  magazine 
D)  newspaper 
E)  point-of-purchase 
A)  outdoor 
B)  radio 
C)  magazine 
D)  newspaper 
E)  point-of-purchase

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

The four general features of the VIEW model that are used to evaluate a package are visibility,information,emotional appeal,and workability.

Accepted Answer

A) True 
 B)False

Question 6

The majority of purchases in supermarkets are unplanned purchases.

Accepted Answer

A) True 
 B)False

Question 7

Out-of-home (OOH)advertising is also known as outdoor advertising,and it is the oldest form of advertising.

Accepted Answer

A) True 
 B)False

Question 8

What does one outdoor gross rating point (GRP)mean?

Accepted Answer

A)  reaching 1 percent of the population in a particular market a single time 
B)  reaching 1 percent of the population 100 percent of the time 
C)  reaching 10 percent of the population in a particular market a single time 
D)  reaching 100 percent of the population in a particular market a single time 
E)  reaching 100 percent of the population in a particular market 100 percent of the time 
A)  reaching 1 percent of the population in a particular market a single time 
B)  reaching 1 percent of the population 100 percent of the time 
C)  reaching 10 percent of the population in a particular market a single time 
D)  reaching 100 percent of the population in a particular market a single time 
E)  reaching 100 percent of the population in a particular market 100 percent of the time

Question 9

Christina is developing a package that should evoke feelings of strength and durability.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

The brand lift index gauges the average increase of in-store decision purchases when point-of-purchase is present versus when it is not.

Accepted Answer

A) True 
 B)False

Question 11

POP materials supplied by manufacturers rarely go unused by retailers.

Accepted Answer

A) True 
 B)False

Question 12

Which type of billboard is 6 feet,2 inches high by 12 feet,2 inches wide?

Accepted Answer

A)  5-sheet poster 
B)  8-sheet poster 
C)  20-feet poster 
D)  30-feet poster 
E)  50-feet poster 
A)  5-sheet poster 
B)  8-sheet poster 
C)  20-feet poster 
D)  30-feet poster 
E)  50-feet poster

Question 13

Which step in the package design process seeks to feature benefits that are most important to consumers?

Accepted Answer

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

Question 14

Discuss the useful services POP materials provide for all participants in the marketing process: manufacturers,retailers,and consumers.

Accepted Answer

Accomplishments for manufacturers: For m

Question 15

The difference between on-premise business signage and out-of-home advertising,or off-premise signage is that _____.

Accepted Answer

A)  on-premise signage is done by retailers and out-of-home advertising is done by manufacturers of brands 
B)  on-premise signage is done by manufacturers and out-of-home advertising is done by retailers 
C)  on-premise signage provides information about goods and services that are available somewhere else 
D)  on-premise signage communicates information about products and services in close proximity to the store 
E)  on-premise signage is inside and out-of-home advertising is outside 
A)  on-premise signage is done by retailers and out-of-home advertising is done by manufacturers of brands 
B)  on-premise signage is done by manufacturers and out-of-home advertising is done by retailers 
C)  on-premise signage provides information about goods and services that are available somewhere else 
D)  on-premise signage communicates information about products and services in close proximity to the store 
E)  on-premise signage is inside and out-of-home advertising is outside

Question 16

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 17

The two general categories of on-premise signs are _____.

Accepted Answer

A)  primary and secondary 
B)  free-standing and building-mounted 
C)  internal and external 
D)  temporary and permanent 
E)  retailer-provided and manufacturer-provided 
A)  primary and secondary 
B)  free-standing and building-mounted 
C)  internal and external 
D)  temporary and permanent 
E)  retailer-provided and manufacturer-provided

Question 18

A showing is the percent of the population that is theoretically exposed to an advertiser's billboard message.

Accepted Answer

A) True 
 B)False

Question 19

Electrocell recently began marketing a new durable battery to compete against its major competitors.Electrocell's promotion manager wants to have a point-of-purchase display designed that will be a particularly good attention-getter.What type of point-of-purchase display could most effectively satisfy this objective?

Accepted Answer

A)  a VMC 
B)  a static display with detailed product information on product features 
C)  a moving display 
D)  a changeable message display 
E)  a conspicuous display 
A)  a VMC 
B)  a static display with detailed product information on product features 
C)  a moving display 
D)  a changeable message display 
E)  a conspicuous display

Question 20

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.

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

A color that is often described as active,stimulating,energetic,and vital is _____.

Which is the oldest form of advertising?

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

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

The four general features of the VIEW model that are used to evaluate a package are visibility,information,emotional appeal,and workability.

The majority of purchases in supermarkets are unplanned purchases.

Out-of-home (OOH)advertising is also known as outdoor advertising,and it is the oldest form of advertising.

What does one outdoor gross rating point (GRP)mean?

Christina is developing a package that should evoke feelings of strength and durability.It would be best to use a _____ package.

The brand lift index gauges the average increase of in-store decision purchases when point-of-purchase is present versus when it is not.

POP materials supplied by manufacturers rarely go unused by retailers.

Which type of billboard is 6 feet,2 inches high by 12 feet,2 inches wide?

Which step in the package design process seeks to feature benefits that are most important to consumers?

Discuss the useful services POP materials provide for all participants in the marketing process: manufacturers,retailers,and consumers.

The difference between on-premise business signage and out-of-home advertising,or off-premise signage is that _____.

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)_____.

The two general categories of on-premise signs are _____.

A showing is the percent of the population that is theoretically exposed to an advertiser's billboard message.

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

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