Question 1

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 situation described in the question demonstrates the working of the encoding specificity principle, which states that memory retrieval is most effective when the cues present at encoding are also present at retrieval. In this case, Laura was able to remember the brand name of the snack food when she saw it again on TV, which served as a cue to trigger her memory of the previous TV commercial she had seen.

Question 2

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

Accepted Answer

All of these are common reasons why POP materials may go unused. If the materials do not meet the needs of the retailer or take up too much space without generating enough sales, they are unlikely to be utilized. Additionally, if the materials are poorly constructed or do not provide tangible benefits to the retailer, they may not be effective in increasing overall sales and profit for the product category.

Question 3

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.

Question 4

POP's most basic communications function is _____.

Accepted Answer

The answer of POP's most basic communications function is _____.
...

Question 5

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 6

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

POP (point-of-purchase) communications need to be tightly integrated with media advertising to create a cohesive message for consumers. This ensures that in-store reminder cues are effective in capitalizing on the background work media advertising achieves. Heavily used or awareness generating communication may not necessarily be effective if they are not integrated with the overall advertising strategy. Unique or informative messaging may be beneficial, but without integration with media advertising, they may not have the same impact.

Question 7

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 8

The encoding specificity principle states that _____.

Accepted Answer

The encoding specificity principle asserts that recall is better when the environment during retrieval matches the environment during encoding. This suggests that context plays an important role in remembering information.

Question 9

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

Judy stated her intention to purchase the DelMonte spinach, indicating that she made a specific plan to buy this product.

Question 10

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 POP (Point of Purchase) materials that are attractive, convenient, and useful to consumers, as well as being the right size and format for the store. They should also be user-friendly for retailers to set up in stores and sent to stores when they are needed. Therefore, all of the given requirements are correct and should be satisfied by manufacturers.

Question 11

The brand lift index _____.

Accepted Answer

The answer of The brand lift index _____.
...

Question 12

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 attract more attention and create curiosity among the potential customers. It can be designed creatively to showcase the durability of the battery and highlight its unique features. This could be an effective way to promote the new product and compete against its major competitors.

Question 13

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

Accepted Answer

A brand lift index of 35 means that shoppers are 35 percent more likely to make in-store purchase decisions for these products when advertised with displays than if there were no displays. It does not necessarily mean that sales or the number of shoppers increases by 35 percent.

Question 14

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

Research has shown that motion displays are the most effective type of display in bringing a brand's name to a consumer's active memory and increasing the probability of purchasing that brand. The movement of the display captures the consumer's attention and creates a memorable impression.

Question 15

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

Accepted Answer

The other choices all relate to the effectiveness or usefulness of POP materials, but the size of the materials is not typically a reason why they go unused.

Question 16

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

The encoding specificity principle suggests that memories are more easily retrieved when the cues present at encoding match the cues present at retrieval. By placing Michael Jordan's likeness on every Gatorade bottle, the marketing team is providing a cue that is consistent with consumers' previous exposure to Jordan as a Gatorade endorser, making it more likely that consumers will associate the product with the athlete and his positive image.

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

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 19

Name and describe the two major forms of billboard advertising.

Accepted Answer

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

Question 20

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).

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