Question 1

In an attempt to reduce product thefts in retail stores, companies include antitheft methodology, such as bar coding or magnetic stripes, in the package design that discourages shoplifting. Which of the following package objectives does this exemplify?

Accepted Answer

The inclusion of antitheft methodology in package design falls under the package objective of protection, which aims to prevent product damage or theft.

Question 2

Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.

Accepted Answer

The requirement for hazardous materials to have 14 different pieces of information on their label is a legal requirement mandated by regulatory bodies like OSHA and EPA to promote safety and prevent harm to humans and the environment. It is not related to aesthetics, marketing, industry or consumer preferences.

Question 3

The manufacturer of Fast Peddle Bikes offers a warranty that states that the gear-shifting mechanism for its product will work consistently and be free of mechanical defects for five years. This is an example of a(n) ________ warranty.

Accepted Answer

This warranty is specific because it pertains to a particular part of the product, the gear-shifting mechanism, and outlines a specific length of time, five years, for its performance.

Question 4

The marketing manager of Easy Peasy Vegetables is working on the package for a new line of self-steaming microwaveable vegetables. She wants the package to show a physically fit individual happily eating the product in order to connect the product to the customer. In this case, on which objective of packaging is the marketing manager focusing?

Accepted Answer

The marketing manager is focusing on usage promotion, as she wants to connect the product to the customer by showing a physically fit individual happily eating the product.

Question 5

The Food and Drug Administration requires all processed-food companies to provide detailed nutritional information clearly identifying calories, fats, carbohydrates, and other information. This is an example of the ________ requirements of labeling.

Accepted Answer

The requirement to provide detailed nutritional information is mandated by the Food and Drug Administration, making it a legal requirement for processed-food companies to include on their labeling.

Question 6

The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.

Accepted Answer

The focus on improving the product's image to help the consumer recognize it quickly indicates a marketing requirement for the labeling. Legislative, legal, industry, and consumer requirements may also play a role in labeling, but they are not directly related to the manager's objective in this scenario.

Question 7

Robitussin redesigned its packaging to provide specific product use information to help buyers make a purchase decision and to inform them about proper product usage. The package lists four key pieces of information: the product's formulation, its possible side effects, the symptoms it treats, and the recommended age for usage. This is an example of meeting the ________ requirements of labeling.

Accepted Answer

The information provided on the Robitussin packaging, such as product formulation, side effects, symptoms treated, and recommended age for usage, is aimed at informing and protecting the consumer. This aligns with consumer requirements of labeling, which focus on ensuring that consumers have the necessary information to make informed decisions about their purchases and use of the product safely and effectively.

Question 8

Mrs. Butterworth's syrup comes in a bottle shaped like a woman. The intent of this type of packaging is to transfer critical brand messages quickly through design cues since many competitor syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs. Butterworth's bottle fulfils which objective of packaging?

Accepted Answer

The unique shape of the Mrs. Butterworth's bottle is intended to quickly communicate brand messages and stand out from competitors, fulfilling the objective of packaging communication.

Question 9

Feather Tissues Inc. decided to change the color of its tissue box from red to blue because blue was thought to be visually pleasing to consumers at the time of purchase. The change in color represents the ________ aspect of packaging.

Accepted Answer

The change in color from red to blue was done to make the packaging visually pleasing, which falls under the aesthetic aspect of packaging.

Question 10

Heinz revolutionized the industry when it introduced its inverted bottle because consumers had complained for years about how hard it was to get out that last bit of ketchup. The company spent three years designing the convenient container, which is equipped with a vacuum cap that stops dry ketchup from forming around the lid. Which of the following packaging objectives does this exemplify?

Accepted Answer

The introduction of the inverted bottle with a vacuum cap that allows for easier usage exemplifies the packaging objective of promoting usage.

Question 11

Veronica, the marketing manager of QRS Children's Furniture, is designing a new label for the company's line of highchairs. The two key aspects of the label that she is working on are the assembly instructions and the simple usage instructions. These are examples of the ________ requirements of labeling.

Accepted Answer

The assembly and usage instructions on the label are examples of consumer requirements, as they provide important information to the end user of the product. Legislative, legal, and industry requirements may also be relevant to labeling, but they are not specific to these aspects of the label design. Marketing requirements could include branding, messaging, and design elements that promote the product, but again, this is not the key focus of the assembly and usage instructions.

Question 12

Food product manufacturers are required to list the number of calories at the top of the nutrition panel. Posting calorie information is an example of meeting the ________ requirements of labeling.

Accepted Answer

Listing calorie information is required by law, so it is an example of meeting legal requirements of labeling. The other options (industry, aesthetic, marketing, customer) are not required by law, but may be voluntarily included by the manufacturer.

Question 13

Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor brand toothpastes on store shelves, so it created a stand-up package and used a graphics-heavy box. In the context of objectives of packaging, the company focuses on ________.

Accepted Answer

The use of graphics-heavy box indicates that the objective of packaging was communication, i.e., to stand out from competitors and attract consumer attention.

Question 14

The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n) ________ warranty.

Accepted Answer

The warranty described is a general warranty since it covers any reason for dissatisfaction, rather than a specific or additional warranty that might only cover certain aspects of the product. It does not appear to be an extended warranty, as it does not provide additional coverage beyond what is typically expected for this type of product. It is also not a basic warranty, as it offers more than just basic protection against defects.

Question 15

The marketing manager of Toddles Baby Food is redesigning the package for her product. She is trying to select a color that is visually appealing and is distinctive so that her brand is easy to identify. In the context of effective packaging, the marketing manager of Toddles is focusing on ________.

Accepted Answer

The marketing manager of Toddles Baby Food is focusing on aesthetics, which refers to the visual appeal of the packaging. She wants to select a color that is visually appealing and distinctive so that her brand is easy to identify.

Question 16

The marketing manager of a store brand pain reliever is designing the package for its new gel-coated capsules. Her main concerns are to design a package that prevents tampering with its contents and keeps children from accessing the product without adult assistance. On which of the following objectives of packaging is the marketing manager focusing?

Accepted Answer

The marketing manager is primarily focused on the objective of protection, specifically preventing tampering and keeping children from accessing the product without adult assistance.

Question 17

In 1914, the federal government, through the Federal Trade Commission, first ruled misleading or blatantly phony labels were illegal and represented unfair competition. This demonstrates a ________ requirement of labeling.

Accepted Answer

The ruling by the Federal Trade Commission demonstrates a legal requirement of labeling, specifically to prevent misleading or false labeling as an act of unfair competition.

Question 18

Barb's Butters recently changed the shape of its packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers. Which of the following package objectives does the change in shape exemplify?

Accepted Answer

The change in shape from a pouch to a tub is aimed at making the product easier and less messy to use, promoting usage and convenience for consumers. Therefore, the objective of this packaging change is usage promotion.

Question 19

The owner of NOP Detergents is working with an art designer on the label for a new line of naturally- scented detergents. They are trying to come up with the best way to place the brand and logo along with the other required information on the label. They are working on the ________ requirements of labeling.

Accepted Answer

The scenario describes the process of designing the label for aesthetic and brand recognition purposes, which falls under marketing requirements. These involve how the brand and logo are presented to make the product appealing to consumers.

Question 20

On a box of Procter & Gamble's Bounce fabric softener sheets, the brand name "Bounce" is approximately 50 percent of the space on the front panel and the rest of the space is a bright color (orange) with clean fresh images of a sun rising and a green field. This is an example of the ________ requirements of labeling.

Accepted Answer

The dominant presence of the brand name "Bounce" and the use of a bright color and clean fresh images are all examples of marketing requirements of labeling. The label is designed to attract consumers and distinguish the product from competitors. The other options (legislative, legal, industry, and consumer) do not accurately describe the features of the labeling on the Bounce fabric softener sheets.

Quiz 9: Build the Brand