Question 1

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.

Accepted Answer

A) True 
 B)False

Question 2

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.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A)  POP displays 
B)  miscellaneous media 
C)  in-store media 
D)  on-premise advertising 
E)  impulse media

Question 5

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

Accepted Answer

A)  kinetic boards 
B)  motion signs 
C)  digital billboards 
D)  perpetual motion billboards 
E)  changeable message signs

Question 6

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?

Accepted Answer

A)  temporary display 
B)  semipermanent display 
C)  permanent display 
D)  motion display 
E)  changeable message display

Question 7

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.

Accepted Answer

A)  specifically planned 
B)  generally planned 
C)  unplanned 
D)  substitute 
E)  discipline

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

An effective on-premise sign should perform which function?

Accepted Answer

A)  attract new customers 
B)  brand the retail site in consumers' minds 
C)  create impulse purchases 
D)  a and b only 
E)  a, b, and c

Question 10

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

Accepted Answer

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

Question 11

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.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A)  attracting the consumer's attention 
B)  increasing consumers' interest in shopping 
C)  extending the amount of time consumers spend in the store 
D)  perform a merchandising function in aiding retailers in using available space to the best advantage 
E)  All of these are correct.

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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?

Accepted Answer

A)  permanent displays 
B)  semipermanent displays 
C)  temporary displays 
D)  in-store media 
E)  on-premise signage

Question 15

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

Accepted Answer

A)  painted bulletins 
B)  poster panels 
C)  broad sheets 
D)  painted sheets 
E)  painted panels

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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?

Accepted Answer

A)  newspaper advertising 
B)  billboard advertising 
C)  on-premise signage 
D)  point-of-purchase displays 
E)  television advertising

Question 18

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

Accepted Answer

A)  35 percent more shoppers purchased these products when advertised with displays than if there were no displays 
B)  a brand has a 35 percent higher sales rate than competitors when advertised with displays than if there were no displays 
C)  shoppers are 35 percent more likely to make in-store purchase decisions for these products when advertised with displays than if there were no displays 
D)  sales of that product category are 35 percent greater when a display is used 
E)  shoppers become 35 percent more aware of that product category when advertised with displays than if there were no displays

Question 19

Yellow is a good attention getter.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

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.