Question 1

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

Accepted Answer

A)   conspicuity 
B)   noticeability 
C)   spectacularity 
D)   stopping power 
E)   peculiarityF) A) and E)
G) All of the above

Question 2

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

Accepted Answer

A)   10 
B)   20 
C)   25 
D)   50 
E)   100F) D) and E)
G) B) and D)

Question 3

A color that is often associated with food is _____.

Accepted Answer

A)   green 
B)   red 
C)   white 
D)   orange 
E)   yellowF) A) and B)
G) D) and E)

Question 4

Foil packaging conveys _____.

Accepted Answer

A)   nutrition 
B)   nature 
C)   high quality 
D)   research 
E)   uniqueF) C) and E)
G) B) and C)

Question 5

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-providedF) A) and E)
G) B) and C)

Question 6

For a package to be effective,it must perform well on all the VIEW criteria.

Accepted Answer

A) True 
 B)False

Question 7

List and describe five point-of-purchase materials that you have seen that you feel are excellent and five examples that could be improved.Discuss how each of these ten examples can be improved.

Accepted Answer

While students' answers will vary on thi...

Question 8

The four features of the VIEW model that can be used to evaluate a particular package are _____.

Accepted Answer

A)   visibility, innovation, emotional appeal, and warehousing 
B)   visibility, information, emotional appeal, and workability 
C)   visibility, information, effectiveness, and workability 
D)   visibility, information, emotional appeal, and warehousing 
E)   visibility, innovation, effectiveness, and workabilityF) C) and E)
G) C) and D)

Question 9

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) _____.

Accepted Answer

A)   specifically planned purchase 
B)   generally planned purchase 
C)   substitute purchase 
D)   unplanned purchase 
E)   rational purchaseF) C) and D)
G) B) and D)

Question 10

GRPs of 25 and 50 are the two levels purchased most frequently for outdoor advertising.

Accepted Answer

A) True 
 B)False

Question 11

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 posterF) A) and B)
G) C) and D)

Question 12

Which type of billboard is hand painted directly on the billboard by artists hired by the billboard owner?

Accepted Answer

A)   poster panels 
B)   painted bulletins 
C)   painted billboards 
D)   poster billboards 
E)   painted panelsF) C) and D)
G) A) and B)

Question 13

The notion underlying good packaging is gestalt,which means that people react to the unified whole,not to the individual parts.

Accepted Answer

A) True 
 B)False

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 _____.

Accepted Answer

A)   pictures of birds 
B)   triangles 
C)   horizontal lines 
D)   vertical lines 
E)   slanted linesF) B) and E)
G) A) and B)

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

The notion underlying good packaging is gestalt,which refers to the _____.

Accepted Answer

A)   notion that people react to the unified whole, not to the individual parts, of the package 
B)   empty-vessel philosophy 
C)   VIEW model 
D)   degree of workability 
E)   implied meaning of information on the packageF) A) and B)
G) B) and D)

Question 19

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)   disciplineF) A) and B)
G) D) and E)

Question 20

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

Accepted Answer

A)   sales 
B)   impulse buying 
C)   persuasion 
D)   name recognition 
E)   purchase intentionF) None of the above
G) All of the above

Exam 22: Packaging, Pop Communications, and Signage

For a package to be effective,it must perform well on all the VIEW criteria.

Correct AnswerverifiedShow Answer

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 _____.

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedShow Answer

GRPs of 25 and 50 are the two levels purchased most frequently for outdoor advertising.

Correct AnswerverifiedShow Answer

The four features of the VIEW model that can be used to evaluate a particular package are _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedAccomplishments for manufacturers: For m...View AnswerShow Answer

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) _____.

Correct AnswerverifiedShow Answer

Which type of billboard is hand painted directly on the billboard by artists hired by the billboard owner?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Foil packaging conveys _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

The notion underlying good packaging is gestalt,which refers to the _____.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

List and describe five point-of-purchase materials that you have seen that you feel are excellent and five examples that could be improved.Discuss how each of these ten examples can be improved.

Correct AnswerverifiedWhile students' answers will vary on thi...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A color that is often associated with food is _____.

Correct AnswerverifiedShow Answer

The notion underlying good packaging is gestalt,which means that people react to the unified whole,not to the individual parts.

Correct AnswerverifiedShow Answer

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Accomplishments for manufacturers: For m...
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While students' answers will vary on thi...
View Answer

Correct Answer
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