Chapter 22: Packaging, Point-of-Purchase Communications, and Signage - Exam Study Guide, Exams of Business Economics

Download Chapter 22: Packaging, Point-of-Purchase Communications, and Signage - Exam Study Guide and more Exams Business Economics in PDF only on Docsity!

Chapter 22: Packaging, Point-of-

Purchase Communications, and

Signage.

Best Exam Study Guide Latest

Updated 2024/

The Best Study Notes

Communications, and Signage.

Best Exam Study Guide Latest Updated

TRUE/FALSE

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

ANS: T PTS: 1

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

ANS: T PTS: 1

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

ANS: F PTS: 1

4. Yellow is a good attention getter.

ANS: T PTS: 1

5. Blue suggests coolness and refreshment.

ANS: T PTS: 1

6. Brown connotes abundance, health, calmness, and serenity.

ANS: F PTS: 1

7. Green signifies purity, cleanliness, and mildness.

ANS: F PTS: 1

8. Horizontal lines on a package evoke feelings of strength, confidence, and pride.

ANS: F PTS: 1

9. Packages with unusual shapes are perceived as containing smaller quantities of contents compared to more conventional packages.

ANS: F PTS: 1

10. A package made of wood conveys feelings of prestige.

ANS: F PTS: 1

Communications, and Signage.

Best Exam Study Guide Latest Updated

ANS: T PTS: 1

12. Emotional appeal signifies the ability of a package to attract attention at the point of purchase.

ANS: F PTS: 1

13. 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.

ANS: T PTS: 1

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

ANS: F PTS: 1

15. 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.

ANS: T PTS: 1

16. The first step of the package design process is to determine communication priorities.

ANS: F PTS: 1

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

ANS: T PTS: 1

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

ANS: T PTS: 1

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

ANS: T PTS: 1

20. Billboard advertising is the major outdoor medium.

ANS: T PTS: 1

21. The two general categories of on-premise signs are external and internal.

Communications, and Signage.

Best Exam Study Guide Latest Updated

ANS: F PTS: 1

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

Communications, and Signage.

Best Exam Study Guide Latest Updated

ANS: T PTS: 1

Communications, and Signage.

Best Exam Study Guide Latest Updated

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

ANS: F PTS: 1

35. High cost per thousand is a disadvantage of outdoor advertising.

ANS: F PTS: 1

36. It is relatively simple to measure outdoor advertising’s audience.

ANS: F PTS: 1

37. 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.

ANS: T PTS: 1

38. On-premise signs are located on or near retail stores.

ANS: T PTS: 1

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

ANS: T PTS: 1

40. “Noticeability” refers to the ability of a sign to capture attention.

ANS: F PTS: 1

41. In-store media include displays and signs that are intended for fewer than six months.

ANS: F PTS: 1

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

ANS: F PTS: 1

43. The merchandising function is served when POP displays enable retailers to utilize floor space effectively and boost retail sales by assisting customers in making product and brand selections.

ANS: T PTS: 1

44. POP displays benefit all participants in the marketing process.

Communications, and Signage.

Best Exam Study Guide Latest Updated

ANS: T PTS: 1

46. POP displays can create a synergistic effect when used in conjunction with advertisements and promotions.

ANS: T PTS: 1

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

ANS: T PTS: 1

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

ANS: T PTS: 1

49. 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.

ANS: T PTS: 1

50. POP materials stimulate impulse purchasing.

ANS: T PTS: 1

51. The majority of purchases in supermarkets are unplanned purchases.

ANS: T PTS: 1

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

ANS: T PTS: 1

53. 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.

ANS: F PTS: 1

54. POP materials supplied by manufacturers rarely go unused by retailers.

ANS: F PTS: 1

55. One reason why some POP materials go unused would be because they take up too much space for the amount of sales they generate.

Communications, and Signage.

Best Exam Study Guide Latest Updated

ANS: T PTS: 1

Communications, and Signage.

Best Exam Study Guide Latest Updated

c. white d. orange e. yellow

Communications, and Signage.

Best Exam Study Guide Latest Updated

ANS: D PTS: 1

5. A warm color that has a cheerful effect on consumers is. a. red b. orange c. yellow d. white e. blue

ANS: C PTS: 1

6. 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. a. green b. white c. black d. yellow e. red

ANS: D PTS: 1

7. A color that connotes abundance, health, calmness, and serenity is. a. blue b. green c. yellow d. orange e. purple

ANS: B PTS: 1

8. A color that has come to stand for environmentally friendly products is. a. yellow b. white c. green d. red e. brown

ANS: C PTS: 1

9. A color that suggests coolness and refreshment is. a. blue b. red c. orange d. green e. yellow

ANS: A PTS: 1

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

Communications, and Signage.

Best Exam Study Guide Latest Updated

d. Physique e. Elementation

ANS: B PTS: 1

11. 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. a. pictures of birds b. triangles c. horizontal lines d. vertical lines e. slanted lines

ANS: C PTS: 1

12. Michelle is the vice-president of marketing for a cosmetics company. If she wants the package for a new brand of after shave to evoke feelings of strength and confidence, she should include. a. pictures of birds b. triangles c. horizontal lines d. vertical lines e. slanted lines

ANS: D PTS: 1

13. Why do manufacturers offer different-sized containers? 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

ANS: E PTS: 1

14. Christina is developing a package that should evoke feelings of strength and durability. It would be best to use a package. a. metal b. plastic c. paper d. velvet e. foil

ANS: A PTS: 1

15. Jack is developing a package that should convey lightness and cleanliness. It would be best to use a package. a. metal b. plastic c. paper

Communications, and Signage.

Best Exam Study Guide Latest Updated

d. velvet e. foil

Communications, and Signage.

Best Exam Study Guide Latest Updated

package. They are. a. nature of the product category and consumer behavior b. competitive strategy and market share

Communications, and Signage.

Best Exam Study Guide Latest Updated

c. profit goals and target market characteristics d. stage in the product life cycle and rate of diffusion e. other marcom tools being used and target market adopter category

ANS: A PTS: 1

22. The extent to which a package is environmentally friendly is an example of. a. visibility b. information c. emotional appeal d. workability e. gestalt

ANS: D PTS: 1

23. The first step of the package design process is to. a. determine communication priorities b. conduct a product category analysis c. specify brand-positioning objectives d. perform a competitive analysis e. identify salient brand attributes/benefits

ANS: C PTS: 1

24. Which of the following is NOT one of the stages of the package design process? a. determine communication priorities b. specify brand-positioning objectives c. conduct a product category analysis d. develop a hypothesis e. perform a competitive analysis

ANS: D PTS: 1

25. The last step of the package-design process is to. a. register a trademark b. conduct a product category analysis c. determine communication priorities d. perform a competitive analysis e. identify salient brand attributes/benefits

ANS: C PTS: 1

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