Question 1

Which of the following is NOT a reason why POP materials go unused by retailers?

Accepted Answer

The other options provide valid reasons why POP materials may go unused by retailers, but option C suggests that the POP materials are not used because they are too small, which is not a typical reason. Size alone is not typically a determining factor for the use of POP materials.

Question 2

A brand lift index of 35 for a specific product category means _____.

Accepted Answer

A brand lift index of 35 indicates that shoppers are 35% more likely to make in-store purchase decisions for a particular product category when advertised with displays compared to when there are no displays. It does not necessarily mean that sales are 35% higher or that there is a 35% increase in awareness.

Question 3

Which type of display has been shown in research to be effective in bringing a brand's name to a consumer's active memory and increasing the probability of purchasing that brand?

Accepted Answer

Motion displays are effective in capturing consumers' attention and bringing a brand's name to active memory, which can increase the likelihood of purchasing that brand. They stand out due to their dynamic nature in a retail environment, making them more noticeable compared to static displays.

Question 4

Electrocell recently began marketing a new durable battery to compete against its major competitors.Electrocell's promotion manager wants to have a point-of-purchase display designed that will be a particularly good attention-getter.What type of point-of-purchase display could most effectively satisfy this objective?

Accepted Answer

A moving display can be effective in grabbing the attention of potential customers and creating a sense of excitement and interest in the new product. It is likely to be more attention-grabbing than a static display and can help to create a buzz around the product. Additionally, the motion can draw attention from a greater distance and may attract potential customers who may not have noticed a static display.

Question 5

In the Consumer Buying Habits Study,the summation of generally planned,substitute,and unplanned purchases constitutes the _____.

Accepted Answer

The summation of generally planned, substitute, and unplanned purchases reflects the in-store decision rate. This term is used to describe the proportion of purchasing decisions made by consumers while they are inside the store, influenced by the store's environment, product placement, promotions, and other in-store factors.

Question 6

Judy tells a POPAI interviewer that she intends to purchase DelMonte spinach,and in fact she does purchase this item.This case would be classified in the Consumer Buying Habits Study as a(n)_____.

Accepted Answer

This case is an example of a specifically planned purchase because Judy had a specific intention to buy DelMonte spinach and followed through with that purchase.

Question 7

In order to encourage retailers to use POP materials,manufacturers must design these materials to satisfy which of the following requirements? They are _____.

Accepted Answer

Manufacturers must design their POP materials to be attractive, convenient, and useful for consumers. They should also be the right size and format, user friendly, and sent to stores when they are needed. Therefore, all of the given requirements are correct.

Question 8

Edna went to the store to buy beer,but she had no specific brand in mind.This is an example of a(n)____ purchase.

Accepted Answer

Edna's decision to buy beer without a specific brand in mind is an example of a generally planned purchase. She planned to buy a product category (beer) but did not plan the specific details (brand).

Question 9

The encoding specificity principle states that _____.

Accepted Answer

The encoding specificity principle states that information recall is enhanced when the context in which people attempt to retrieve information is the same or similar to the context in which they originally encoded the message. This means that environmental cues, emotional state, and situational context all play a role in memory retrieval.

Question 10

Audrey went into Dayton's to buy a moisturizer manufactured by Clinique.She ended up buying a moisturizer manufactured by Lancome instead.This is an example of a(n)_____ purchase.

Accepted Answer

This is an example of a substitute purchase because Audrey intended to buy a specific brand (Clinique) but ended up buying a different brand (Lancome) instead.

Question 11

Which of the following is a reason why POP materials go unused?

Accepted Answer

All of the given reasons can contribute to why POP materials may go unused. It is important for marketers to address these potential issues when designing and implementing POP materials in order to increase their effectiveness and usage by retailers.

Question 12

On Wednesday night,Laura viewed with much interest a TV commercial for a new,no-fat brand of snack food.She went to the store on Thursday but couldn't remember the brand name of the no-fat snack food.However,at home Thursday night while watching television,Laura finally remembered the brand name of the snack food.This situation demonstrates the working of the _____.

Accepted Answer

The scenario described in the question describes the encoding specificity principle, which states that memory retrieval is most effective when it occurs in the same context in which the information was learned. In this situation, the context of watching TV helped Laura remember the brand name of the snack food, as this was where she had originally seen the commercial for it. The other answer choices are not relevant to the situation described in the question.

Question 13

The brand lift index _____.

Accepted Answer

The brand lift index measures the average increase of in-store purchase decisions when point-of-purchase materials are present, indicating the effectiveness of these marketing tools.

Question 14

A moving display performs the critical in-store function of bringing a brand's name to the consumer's _____.

Accepted Answer

The answer of A moving display performs the critical in-store...

Question 15

Media advertising and POP communications must be _____ so that in-store reminder cues can capitalize on the back-ground work media advertising accomplishes.

Accepted Answer

Tight integration between media advertising and POP communications ensures that in-store cues are consistent and build upon consumer familiarity with the brand or product, ultimately leading to increased sales. Heavy use of advertising or informative messages may not necessarily create the necessary integration and consistency. Unique advertising may not translate well into in-store cues. Awareness generating advertising may not be enough to prompt purchasing behavior without consistent in-store reminders.

Question 16

Name and describe the two major forms of billboard advertising.

Accepted Answer

The answer of Name and describe the two major forms...

Question 17

John informs a POPAI interviewer that he intends to purchase a box of Kellogg's Raisin Bran,but in fact he does not buy any cereal.This case would be classified in the Consumer Buying Habit Study as a(n)_____.

Accepted Answer

The answer of John informs a POPAI interviewer that he...

Question 18

Michael Jordan has been a well-paid endorser for Gatorade sports drink.Suppose that in addition to his role as TV spokesperson,the makers of Gatorade decide to place a likeness of Michael Jordan on every Gatorade bottle.Doing this would represent an appropriate marketing use of the _____.

Accepted Answer

Placing a likeness of Michael Jordan on every Gatorade bottle leverages the encoding specificity principle, which suggests that memory is enhanced when information available at the time of encoding is also available at the time of retrieval. Associating Michael Jordan's image with Gatorade on the packaging reinforces the connection between the brand and the endorser, making it easier for consumers to recall and recognize the product.

Question 19

POP's most basic communications function is _____.

Accepted Answer

The most basic communication function of Point of Purchase (POP) is to inform consumers about the products available, their features, and benefits.

Question 20

Julie tells a POPAI interviewer that she intends to purchase yogurt but does not specify a particular brand.She purchased Yoplait yogurt.This case would be classified in the Consumer Buying Habits Study as a(n)_____.

Accepted Answer

This case is classified as a "generally planned purchase" because Julie had the intention to buy yogurt but did not have a specific brand in mind when she made the decision.

Quiz 22: Packaging, Pop Communications, and Signage