MKT 310 Chapter 22

Outdoor advertising showings and gross rating points are sold in increments of

25

Which type of billboard is 6 feet, 2 inches high by 12 feet, 2 inches wide

8 sheet poster

Which of the following is a benefit provided to a retailers by POP material

All of these are correct POP

One limitation of outdoor advertising is ____

Inability to pinpoint specific market segments

Which of the following is not a category of POP materials as classified by industry officals?

On premise signage

___ signifies the ability of a package to attract attention at the point of purchase

Visibility

A moving display performs the critical in store function of bringing a brands name to the consumers _____

active memory

Which of the following is considered a component of the packaging structure

all of these are correct

Which of the following is a strength of billboard advertising

all of these are correct (billboard)

Which of the following is a type of out of home, or outdoor, advertising

all of these are correct (outdoor)

An effective on premise sign should perform which function?

attract new customers

Billboard advertising has broad reach and high frequency levels when placed in high traffic areas, which makes ____ advertisers heavy users

automobile

Which of the following is the major outdoor medium?

billboard advertising

the second step of the package design process is to ____

conduct a product category analysis

Experts in the design of store signage use a concept, termed ____ that refers to ability of a sign to capture attention

conspicuity

The point of purchase is the time and place at which all elements of the sale ____ come together

consumer, money, and product

_____ refers to the organization of elements on a package

design

the last step of the package design process is to

determine communication priorities

Which of the following is not one stages of the package design process

develop a hypothesis

Point of purchase displays accomplish which of the following for retailers?

extend the amount of time spent in the store

Advertisers typically purchase painted bulletin billboards

for a one to three year period

Which step in the package design process seeks to feature benefits that are most important to consumers

identify salient brand attitudes b

In store radio and TV advertising, shopping cart advertisements, shelf takers, floor graphics, and coupons are all examples of ____

in store media

POPs most basic communications function is ____

informing consumers

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

motion display

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

name recognition

There are two factors that determine whether information or emotion is emphasized in a brands package they are

nature of the product category and consumer behavior

The notion underlying packaging is gestalt, which refers to the ____

notion that people react to the unified whole, not to the individual parts of the package

Which of the following is NOT a category of POP materials as classified by industry officials

on premise signage

___ are located on or near retail stores and are considered the most cost effective and efficient form of communication available to retail businesses

on premise signs

which is the oldest form of advertising

outdoor

____ are a form of billboard that are silk screened or lithographed and then pasted in sheets to the billboard

poster panels

the form of billboard advertising regularly seen alongside highways and in other heavily traveled locales is ____

poster panels

Point of purchase displays accomplish which of the following for manufacturers

reinforce the brand image

Poster advertising space has historically been sold in terms of _____ which represent the percentage of the population in that is theoretically exposed to an advertisers billboard message

showings

One factor that has limited growth of digital billboards is that

they are expensive to install

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

visibility, information, emotional appeal , and workability