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

Question 1

Brown connotes abundance,health,calmness,and serenity.

Answer 1

False

Question 2

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

Answer 2

False

Question 3

Billboard advertising is the major outdoor medium.

Answer 3

True

Question 4

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

Question 5

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.

Question 6

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

Question 7

Blue suggests coolness and refreshment.

Question 8

A package made of wood conveys feelings of prestige.

Question 9

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

Question 10

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

Question 11

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.

Question 12

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

Question 13

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

Question 14

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

Question 15

Green signifies purity,cleanliness,and mildness.

Question 16

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

Question 17

Yellow is a good attention getter.

Question 18

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

Question 19

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

Question 20

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

Question 21

High cost per thousand is a disadvantage of outdoor advertising.

Question 22

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

Question 23

Outdoor GRPs are based on the daily duplicated audience as a percentage of the total potential market.

Question 24

Painted bulletins are generally purchased on a monthly basis.

Question 25

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

Question 26

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

Question 27

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

Question 28

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

Question 29

Painted panels are the type of billboards that are regularly seen alongside highways and in other heavily traveled locales.

Question 30

"Noticeability" refers to the ability of a sign to capture attention.

Question 31

The major forms of billboard advertising are painted bulletins and kiosks.

Question 32

Painted bulletins are hand painted directly on the billboard by artists hired by the billboard owner.

Question 33

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

Question 34

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.

Question 35

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

Question 36

Showings for out-of-home advertising are quoted in increments of 25 and are designated as #25,#50,#75,and #100.

Question 37

Poster panel billboards can be either 10-,20-,or 30-sheet.

Question 38

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

Question 39

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

Question 40

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

Question 41

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

Question 42

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

Question 43

POP materials supplied by manufacturers rarely go unused by retailers.

Question 44

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

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 package

Question 45

The Grocery Manufacturer's Association has recently undertaken a major initiative to develop a means of measuring in-store advertising media.

Question 46

POP displays benefit all participants in the marketing process.

Question 47

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

Question 48

POP displays serve as the capstone for an integrated marketing communications program.

Question 49

POP materials stimulate impulse purchasing.

Question 50

Which of the following is considered a component of the packaging structure?

A) color
B) design
C) physical materials
D) size
E) All of these are correct.

Question 51

First and foremost,POP displays must satisfy the needs of the manufacturer.

Question 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.

Question 53

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

Question 54

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.

Question 55

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.

Question 56

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

Question 57

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

Question 58

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.

Question 59

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.

Question 60

The majority of purchases in supermarkets are unplanned purchases.

Question 61

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

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

Question 62

A color that suggests coolness and refreshment is _____.

A) blue
B) red
C) orange
D) green
E) yellow

Question 63

Slogans on packages are best used when _____.

A) the other primary marcom tool that is being used is personal selling
B) trial purchase has already been generated through sales promotion
C) the manufacturer is using a push strategy
D) the brand is in the introductory stage of the product life cycle
E) a strong association has been built between the brand and the slogan through the use of advertising

Question 64

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

Question 65

There are two factors that determine whether information or emotion is emphasized in a brand's package.They are _____.

A) nature of the product category and consumer behavior
B) competitive strategy and market share
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

Question 66

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

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

Question 67

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

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

Question 68

The ability of a package to evoke desire is an example of _____.

A) visibility
B) information
C) emotional appeal
D) workability
E) gestalt

Question 69

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

Question 70

A color that connotes abundance,health,calmness,and serenity is _____.

A) blue
B) green
C) yellow
D) orange
E) purple

Question 71

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

A) visibility, innovation, emotional appeal, and workability
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 workability

Question 72

_____ signifies the ability of a package to attract attention at the point of purchase.

A) Visibility
B) Information
C) Emotional appeal
D) Workability
E) Gestalt

Question 73

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

Question 74

A color that is often associated with food is _____.

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

Question 75

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

Question 76

The extent to which a package is environmentally friendly is an example of _____.

A) visibility
B) information
C) emotional appeal
D) workability
E) gestalt

Question 77

A warm color that has a cheerful effect on consumers is _____.

A) red
B) orange
C) yellow
D) white
E) blue

Question 78

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
D) velvet
E) foil

Question 79

A foil package conveys _____.

A) cheapness
B) masculinity
C) prestige
D) durability
E) femininity

Question 80

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