Deck 22: Packaging, Pop Communications, and Signage

Question 1

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.

Answer 1

True

Question 2

Yellow is a good attention getter.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Brown connotes abundance,health,calmness,and serenity.

Question 5

Out-of-home (OOH)advertising is regarded as a supplementary advertising medium.

Question 6

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

Question 7

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

Question 8

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

Question 9

Billboard advertising is the major outdoor medium,accounting for nearly two-thirds of total OOH advertising expenditures.

Question 10

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

Question 11

Green signifies purity,cleanliness,and mildness.

Question 12

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

Question 13

Horizontal lines on a package are restful,quiet,and tranquil.

Question 14

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

Question 15

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

Question 16

Blue suggests coolness and refreshment.

Question 17

A wider package is perceived as holding a larger volume than a narrow package because width,rather than height, is associated with volume.

Question 18

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

Question 19

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 20

A package made of wood conveys feelings of prestige.

Question 21

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

Question 22

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

Question 23

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

Question 24

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

Question 25

Painted bulletins are generally purchased on a monthly basis.

Question 26

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

Question 27

Because of billboards' high frequency,tobacco advertisers are the heaviest users of outdoor advertising in the United States.

Question 28

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

Question 29

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

Question 30

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

Question 31

Poster panel billboards can be 8-,16-,or 24-sheet.

Question 32

Showings for out-of-home advertising are quoted in increments of 5 and are designated as #25,#50,#75,and #100.

Question 33

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

Question 34

High cost per thousand is a disadvantage of outdoor advertising.

Question 35

There is no way to determine the demographic characteristics of outdoor audiences.

Question 36

The low cost and easy visibility of digital billboards have made them popular and encouraged their use.

Question 37

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

Question 38

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

Question 39

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

Question 40

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

Question 41

A high proportion of purchases in supermarkets are unplanned purchases.

Question 42

POP materials supplied by manufacturers rarely go unused by retailers.

Question 43

POP materials stimulate impulse purchasing.

Question 44

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

Question 45

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

Question 46

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

Question 47

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 48

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 49

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 50

MIRROR is an initiative for acquiring standard diagnostics for measuring the performance of in-store media.

Question 51

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 52

POP displays benefit all participants in the marketing process.

Question 53

Some POP materials go unused because they are too hard to set up.

Question 54

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

Question 55

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

Question 56

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 57

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

Question 58

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 59

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 60

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

Question 61

Stella is a freelance design artist.A fast food company has asked her to design packaging for a new line of healthy salads.Which of the following design elements would be the best for Stella to use? 

A) gold metallic tray 
B) electronic chip 
C) foam tray and lid 
D) green 
E) easy-pour spout

Question 62

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

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

Question 63

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

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

Question 64

A color that is often associated with food is _____.

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

Question 65

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 66

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

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

Question 67

Jerome is developing a package that should have environmental workability.His best choice is 

A) metal 
B) plastic 
C) paper 
D) foam 
E) foil

Question 68

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

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 workability

Question 69

A color that suggests coolness and refreshment is _____.

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

Question 70

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 71

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 72

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

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

Question 73

_____ 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 74

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

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

Question 75

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

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

Question 76

Foil packaging conveys _____.

A) nutrition 
B) nature 
C) high quality 
D) research 
E) unique

Question 77

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 78

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 79

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

Question 80

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