978-0133866339 Chapter 10 Part 4

Unlock access to all the studying documents.

View Full Document

128) All of the following would be considered alternative media except:

A) local and state government facilities.

B) billboards.

C) escalators.

D) shopping bags.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

129) In selecting alternative media to place advertisements, the goal is to:

A) find low-cost alternatives to replace traditional advertising.

B) provide more opportunities for consumers to see an ad.

C) find ways to either cut through ad clutter or go around clutter to reach people with a message.

D) enhance traditional marketing efforts.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-3

130) One specialized form of product placement is products placed in video games.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

131) The original and most widespread form of video game advertising is to have a brand

placement in the game.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

132) The term advergames refers to the placement of ads and products in video games.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

133) Advertising in online video games offers advertisers the luxury of using web metrics that

are not available with other forms of product placement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

134) An advantage of advertising in online video games is that ads can be targeted to specific

demographic groups, location profiles that match where the person is playing, and specific types

of game players.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-3

135) The primary disadvantage of product placements within video games is that the action is so

fast that the ads are not displayed long enough to be effective.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-3

136) Video games offer marketers a popular medium to reach older consumers as they enjoy

their free time.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

137) IDC Research indicates that females now make up 50 percent of video game players.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

138) While the number of women playing video games is rising, only a small percentage of game

designers are female.

Question Tag: Application

AACSB Category: Diverse and multicultural work environments

Objective: 10-3

139) Females are more likely than males to play socially-oriented games.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

140) A major advantage of cinema advertising is that the advertisements can be integrated into

the movie plot.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-3

141) Facial recognition technology offers an innovative new form of alternative media

advertising.

Question Tag: Definition (Concept)

Objective: 10-3

142) Facial recognition technology has allowed marketers to embed targeted ads in video games.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-3

143) The initial reaction to advertising in alternative media was strong, but in recent years it has

lost its appeal due to clutter.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-3

144) Identify the different forms of video game advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-3

145) The majority of purchase decisions are made:

A) in the retail store.

B) after seeing an advertisement.

C) at lifestyle marketing events.

D) online.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

146) Funds devoted to in-store marketing is:

A) a very small percentage of the total advertising and marketing budget.

B) a significant percentage of the total advertising and marketing budget.

C) based on the expected increase in sales.

D) determined by how much retailers use the point-of-purchase displays furnished by the

manufacturer.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

147) In a survey of 600 consumers regarding clothing purchases, the type of advertising that had

the most influence was:

A) print ads.

B) in-store advertising.

C) word-of-mouth communications.

D) television ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

148) The newest and most expensive in-store marketing tactic is:

A) end-of-aisle caps that are tied into the brand’s marketing effort.

B) electronic, automated shopping carts.

C) carefully placing and using video screens and television monitors.

D) digital point-of-purchase displays.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

149) Digital media within a retail store offers retailers the opportunity to:

A) target specific consumers with specific products.

B) sell advertising to manufacturers.

C) increase the size of the shopping basket.

D) customize messages to fit the particular retail store and even the aisle where the display is

located.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-4

150) POP stands for:

A) print-offer proposal.

B) publicity over protocol.

C) point-of-purchase.

D) place of publication.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

151) Point-of-purchase displays are highly effective for:

A) pull-demand strategies.

B) brand parity situations.

C) increasing sales.

D) reciprocation tactics.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

152) Retailers want point-of-purchase displays that will:

A) boost sales for the store or draw customers into the store.

B) boost sales for a particular brand.

C) generate additional prospects.

D) increase profit for the manufacturer.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-4

153) To be effective, point-of-purchase displays need to:

A) clearly communicate the product’s attributes.

B) offer a reduced price.

C) match the store’s advertising theme.

D) utilize digital or LED displays.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-4

154) In most cases, a point-of-purchase display has ________ seconds to capture a customer’s

attention.

A) 1 to 3

B) 3 to 7

C) 5 to 9

D) 7 to 10

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

155) The best, most effective point-of-purchase displays utilize all of the following techniques

except:

A) integrating the brand’s image into the display.

B) integrating the display with current advertising and promotions.

C) offering some type of price discount or promotional incentive.

D) making the display dramatic to get attention.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-4

156) The best, most effective point-of-purchase displays utilize all of the following techniques

except:

A) keeping the color of the display down so the product and signage stand out.

B) making the display versatile so it can be easily adapted by retailers.

C) making the display reusable and easy to assemble.

D) using interactive digital displays.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

157) The best, most effective point-of-purchase displays utilize all of the following techniques

except:

A) integrating the brand’s image with the retailer’s branding theme.

B) integrating the display with current advertising and promotions.

C) customizing the display to fit the retailer’s store.

D) making the display easy to stock.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-4

158) An effective way of measuring the impact of point-of-purchase displays is to use:

A) redemption rates.

B) internet focus groups.

C) point-of-sale cash register data.

D) behavioral observation studies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

159) The benefits to retailers of measuring the impact of POP displays with POS data include all

of the following except:

A) helps retailers decide when to withdraw a particular POP display.

B) allows retailers to identify the POP displays with the largest impact on sales.

C) allows retailers to compare different POP displays in different stores.

D) allows retailers to know which POP displays are effective in attracting customers into the

store.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-4

160) The benefits to manufacturers for measuring the impact of point-of-purchase displays with

point-of-sale data obtained from retailers include all of the following except:

A) helps manufacturers to know where to locate a POP display within a retail store.

B) allows manufacturers to measure the sales impact of different POP displays.

C) can be used to strengthen relationships with retailers.

D) provides information so manufacturers can improve POP displays.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-4