Question 1

Today's packaged-goods marketing managers constantly face the critical task of justifying expenditures in terms of the potential return on investment (ROI).

Accepted Answer

This statement accurately reflects the pressures and challenges faced by modern-day packaged-goods marketing managers.

Question 2

Product packaging on a supermarket shelf has about one-seventeenth of a second to attract a customer's attention.

Accepted Answer

Studies have shown that product packaging on a supermarket shelf has approximately one-seventh of a second to grab a shopper's attention. This is a very short amount of time, which highlights the importance of effective packaging design and branding.

Question 3

Even though most large advertisers have each ad checked for legal requirements including trademark protection, an advertising person is responsible for the use of trademarks, logos, and trade names in order to help protect them.

Accepted Answer

Most large advertisers have legal checks for trademark protection, but it is still the responsibility of the advertising person to ensure proper use of trademarks, logos, and trade names for added protection.

Question 4

A patent attorney usually charges about $100 to do a general preliminary screening of a name to determine whether it has been registered in the United States, and typically more than $1,000 per name for a more comprehensive U.S. trademark search.

Accepted Answer

The answer of A patent attorney usually charges about $100...

Question 5

Most companies require notice of unregistered but claimed words and/or symbols as their trademark by using the TM symbol.

Accepted Answer

This statement is true. Companies can use the TM symbol to provide notice that they are claiming the rights to use a word or symbol as their trademark, even if it is not yet registered with the United States Patent and Trademark Office (USPTO).

Question 6

Although the color yellow is used because it is so visible and makes a package look even larger than it is, it can also convey a cut-rate price image that can detract from the perceived quality of a product.

Accepted Answer

The statement is true. The color yellow is often associated with low-cost and bargain deals, which can lead to a perceived decrease in the quality of a product.

Question 7

Passed by Congress in 1946, the ________ defined a trademark, expanded the concept of infringement, permitted the registration of service marks, protected trademarks in continuous use for five years, and established that a registrant of a trademark owned that mark.

Accepted Answer

The answer of Passed by Congress in 1946, the ________...

Question 8

There is not a single procedure everyone accepts for selecting names as perhaps the way used to choose the name for Anderson Consulting, now known as Accenture, indicates.

Accepted Answer

The statement suggests that there is not a universal procedure for selecting names, and cites Anderson Consulting (now known as Accenture) as an example of a non-traditional naming process.

Question 9

Advertisers must use a trademark with a(n)________ classification so the trademark does not become the name of the product as has happened to companies that thought they owned the terms thermos, cornflakes, and linoleum.

Accepted Answer

The answer of Advertisers must use a trademark with a(n)________...

Question 10

When considering new names for a product, a basic legal search should be made of each name to see whether someone else owns rights to it.

Accepted Answer

Conducting a legal search is important to avoid infringing on someone else's intellectual property rights.

Question 11

Once a brand is assimilated into a culture, it has arrived and is no longer a trend.

Accepted Answer

The answer of Once a brand is assimilated into a...

Question 12

A(n)________ word is an original and arbitrary combination of syllables forming a word that may be used as a trademark.

Accepted Answer

The answer of A(n)________ word is an original and arbitrary...

Question 13

Remember, in naming a brand, a common or generic name is not unique unless it is created from scratch, such as is the case of Lexus and Kodak.

Accepted Answer

A common or generic name can only be unique if it is created from scratch and not already in use by other brands or products. Lexus and Kodak are examples of brand names that were created from scratch and are unique.

Question 14

The term ________ encompasses ways an organization distinguishes itself, from a new name and logo to the color of its packaging and even its buildings.

Accepted Answer

The answer of The term ________ encompasses ways an organization...

Question 15

The fact that a consumer can easily recognize a dictionary word in a brand name is a possible advantage.

Accepted Answer

It is easier for consumers to remember and pronounce dictionary words in a brand name, which can increase brand recognition and recall.

Question 16

Marketers of food, health and beauty products, and over-the-counter drugs are realizing the package is the brand.

Accepted Answer

Marketers have realized that the package design plays a crucial role in consumer decision-making, and therefore, the package itself has become an essential part of creating and promoting a brand.

Question 17

The longer a trademark is associated with a brand, the more people recognize it and the greater it is.

Accepted Answer

This is known as brand recognition and can lead to increased brand loyalty and trust from consumers.

Question 18

Reactions to packaging colors are intellectual rather than emotional.

Accepted Answer

Research has shown that packaging colors elicit both emotional and intellectual responses from consumers. Color can affect consumers' moods and emotions, which can then influence their purchasing decisions.

Question 19

A(n)________ is the embodiment of a trademark or trade name in the form of distinctive lettering or design.

Accepted Answer

The answer of A(n)________ is the embodiment of a trademark...

Question 20

The product package must protect its contents and must be reasonably priced.

Accepted Answer

The product package must provide adequate protection to the contents during transportation and storage. Additionally, it is important for the package to be reasonably priced while still being effective in protecting the product.

Quiz 21: Trademarks and Packaging