Question 1

A color that has come to stand for environmentally friendly products is _____.

Accepted Answer

A)  yellow 
B)  white 
C)  green 
D)  red 
E)  brown 
A)  yellow 
B)  white 
C)  green 
D)  red 
E)  brown C

Question 2

Why do manufacturers offer different-sized containers?

Accepted Answer

A)  to gain more shelf space in retail outlets 
B)  to satisfy the unique needs of various market segments 
C)  to represent different usage situations 
D)  a and b only 
E)  a, b, and c 
A)  to gain more shelf space in retail outlets 
B)  to satisfy the unique needs of various market segments 
C)  to represent different usage situations 
D)  a and b only 
E)  a, b, and c E

Question 3

The brand lift index _____.

Accepted Answer

A)  gauges the average increase of in-store purchase decisions when point-of-purchase is present 
B)  gauges the average increase of in-store decision purchases when the package is changed 
C)  measures a brand's sales against that of the major competitor 
D)  measures a brand's sales by the type of store that sells the product 
E)  All of these are correct. 
A)  gauges the average increase of in-store purchase decisions when point-of-purchase is present 
B)  gauges the average increase of in-store decision purchases when the package is changed 
C)  measures a brand's sales against that of the major competitor 
D)  measures a brand's sales by the type of store that sells the product 
E)  All of these are correct. A

Question 4

_____ refers to the organization of the elements on a package.

Accepted Answer

A)  Structure 
B)  Design 
C)  Layout 
D)  Physique 
E)  Elementation 
A)  Structure 
B)  Design 
C)  Layout 
D)  Physique 
E)  Elementation

Question 5

Orange is often considered active,stimulating,energetic and vital.

Accepted Answer

A) True 
 B)False

Question 6

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 
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 7

Point-of-purchase materials influence consumers by reminding them of information acquired from other advertising media.

Accepted Answer

A) True 
 B)False

Question 8

Point-of-Purchase displays accomplish which of the following for consumers?

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 more rational purchase behavior 
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 more rational purchase behavior 
E)  All of these are correct.

Question 9

Green signifies purity,cleanliness,and mildness.

Accepted Answer

A) True 
 B)False

Question 10

The form of billboard advertising regularly seen alongside highways and in other heavily traveled locales is _____.

Accepted Answer

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

Question 11

Brown connotes abundance,health,calmness,and serenity.

Accepted Answer

A) True 
 B)False

Question 12

Advertisers typically purchase painted bulletin billboards _____.

Accepted Answer

A)  for a one- to three-year period 
B)  for a five- to ten-year period 
C)  on a monthly basis 
D)  for a three-month period 
E)  for a six-month period 
A)  for a one- to three-year period 
B)  for a five- to ten-year period 
C)  on a monthly basis 
D)  for a three-month period 
E)  for a six-month period

Question 13

In-store media include retail digital signage,shopping cart advertising,and floor graphics.

Accepted Answer

A) True 
 B)False

Question 14

The point of purchase is the time and place at which all elements of the sale (_____)come together.

Accepted Answer

A)  advertising, sales promotion, and public relations 
B)  product, price, and distribution 
C)  mission, objectives, and strategy 
D)  manufacturer, retailer, and consumer 
E)  consumer, money, and product 
A)  advertising, sales promotion, and public relations 
B)  product, price, and distribution 
C)  mission, objectives, and strategy 
D)  manufacturer, retailer, and consumer 
E)  consumer, money, and product

Question 15

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.

Accepted Answer

A) True 
 B)False

Question 16

Michael Jordan has been a well-paid endorser for Gatorade sports drink.Suppose that in addition to his role as TV spokesperson,the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle.Doing this would represent an appropriate marketing use of the _____.

Accepted Answer

A)  encoding incompleteness principle 
B)  fallibility of memory hypothesis 
C)  recoding of thought hypothesis 
D)  encoding specificity principle 
E)  conspicuity principle 
A)  encoding incompleteness principle 
B)  fallibility of memory hypothesis 
C)  recoding of thought hypothesis 
D)  encoding specificity principle 
E)  conspicuity principle

Question 17

The encoding specificity principle states that information recall is enhanced when the context in which people attempt to retrieve information is at least similar to the context in which they originally encoded the information.

Accepted Answer

A) True 
 B)False

Question 18

Edna went to the store to buy beer,but she had no specific brand in mind.This is an example of a(n)____ purchase.

Accepted Answer

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

Question 19

One limitation of outdoor advertising is _____.

Accepted Answer

A)  lack of geographic flexibility 
B)  high cost per thousand 
C)  narrow reach and frequency levels 
D)  inability to pinpoint specific market segments 
E)  audience fragmentation 
A)  lack of geographic flexibility 
B)  high cost per thousand 
C)  narrow reach and frequency levels 
D)  inability to pinpoint specific market segments 
E)  audience fragmentation

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 22: Packaging, Pop Communications, and Signage

A color that has come to stand for environmentally friendly products is _____.

Why do manufacturers offer different-sized containers?

The brand lift index _____.

_____ refers to the organization of the elements on a package.

Orange is often considered active,stimulating,energetic and vital.

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

Point-of-purchase materials influence consumers by reminding them of information acquired from other advertising media.

Point-of-Purchase displays accomplish which of the following for consumers?

Green signifies purity,cleanliness,and mildness.

The form of billboard advertising regularly seen alongside highways and in other heavily traveled locales is _____.

Brown connotes abundance,health,calmness,and serenity.

Advertisers typically purchase painted bulletin billboards _____.

In-store media include retail digital signage,shopping cart advertising,and floor graphics.

The point of purchase is the time and place at which all elements of the sale (_____)come together.

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.

Michael Jordan has been a well-paid endorser for Gatorade sports drink.Suppose that in addition to his role as TV spokesperson,the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle.Doing this would represent an appropriate marketing use of the _____.

The encoding specificity principle states that information recall is enhanced when the context in which people attempt to retrieve information is at least similar to the context in which they originally encoded the information.

Edna went to the store to buy beer,but she had no specific brand in mind.This is an example of a(n)____ purchase.

One limitation of outdoor advertising is _____.

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

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 Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

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, Content Marketing, Viral Marketing, and Sponsorships

Personal Selling

Filters