978-0133866339 Chapter 10 Part 5

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161) The majority of purchase decisions are made in retail stores.

Question Tag: Synthesis

AACSB Category: Reflective thinking

Objective: 10-4

162) In a survey of about 600 consumers, the biggest impact on clothing purchases was in-store

advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

163) According to consumers, ceiling banners and overhead mobiles are the most engaging

forms of in-store advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

164) Digital media within a retail store now offers retailers the opportunity to customize

messages to fit particular retail stores and even the aisle within the store.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

165) The number of potential viewers for an advertisement placed on Walmart‘s in-store

television system is almost twice as large as an ad on one of the national television newscasts.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

166) Social media can be used by marketers to drive traffic to retail stores.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

167) POP is short for “Place on Page,” an internet advertising term to designate an ad placement.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

168) A point-of-purchase display is any form of special retail store display that advertises

merchandise.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

169) The store shelf and point-of-purchase display represent an initial opportunity for the

manufacturer to reach the consumer before a purchase is made.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-4

170) Manufacturers view point-of-purchase displays as a method to get a brand more

prominently displayed before customers in retail stores.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

171) Retailers believe point-of-purchase materials should either boost sales for a particular brand

or draw customers to the store to purchase the brand.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-4

172) Retailers prefer point-of-purchase materials that entertain consumers and provide digital

interactive capabilities.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

173) To be effective, a point-of-purchase display must clearly communicate the price of the

product.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

174) A point-of-purchase display usually has only a short time to capture a customer’s attention.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

175) The best point-of-purchase (POP) displays are those that use LED technology and offer

consumers a specific discount on the product being promoted.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-4

176) A Saatchi & Saatchi study suggests that point-of-purchase displays have a very short period

of time to influence customer purchasing decisions.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

177) One method companies are using to measure the impact of point-of-purchase displays is to

utilize cash register data comparing before and after sales.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

178) Using point-of-sale data to evaluate point-of-purchase displays can help manufacturers

strengthen partnerships with retailers on the use of POP displays.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-4

179) Retailers prefer digital interactive point-of-purchase displays that consumers will notice and

that have the capability of changing the message.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-4

180) Discuss the factors that are necessary for effective point-of-purchase displays.

Question Tag: Synthesis

AACSB Category: Application of knowledge

Objective: 10-4

181) The ultimate demonstration of brand loyalty and brand devotion is:

A) branded entertainment.

B) guerilla marketing.

C) a branded community.

D) brand equity.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-5

182) A company or brand with a strong brand community displays all of the following

characteristics except a:

A) rich and long tradition.

B) unique position in the marketplace.

C) positive image.

D) high market share.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-5

183) All of the following are reasons brand communities exist except:

A) strong brand support.

B) affirmation of the buying decision.

C) social identity and bonding.

D) swap stories.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-5

184) Companies can enhance a brand community spirit in all of the following ways except:

A) create member benefits to encourage new customers to join the group.

B) offer group members discounts on company merchandise.

C) provide materials to the group that are not available anywhere else.

D) involve firm employees in the group.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-5

185) Companies can enhance a brand community spirit in all of the following ways except:

A) sponsor special events and regular meetings.

B) promote communications among members of the group.

C) build a strong brand reputation.

D) offer memberships to individuals who have not purchased the particular brand.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-5

186) Branded entertainment is the ultimate demonstration of brand loyalty and brand devotion.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-5

187) In most cases there is a symbolic meaning behind a brand that links individuals to a brand

community and to other owners of the brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-5

188) Through interactive marketing techniques and social media, a company’s marketing team

can create a brand community around each of its brands.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-5

189) Two reasons brand communities form are for social identity and bonding among the owners

of the brand.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-5

190) One reason brand communities form is that the owners of a brand all tend to have common

characteristics and common lifestyles.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-5

191) Although it is virtually impossible for companies to create brand communities, marketers

can facilitate and enhance the communities in which owners interact.

Question Tag: Definition (Concept)

AACSB Category: Reflective thinking

Objective: 10-5

192) A company can enhance the development of brand communities by sponsoring events that

bring brand owners together, such as Camp Jeep.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-5

193) If brand communities are to thrive, it is important that the brand community be driven by

brand owners and for the company not to get involved.

Question Tag: Critical Thinking

AACSB Category: Reflective thinking

Objective: 10-5

194) What is a branded community and how can a company enhance a community spirit among

its owners?

Question Tag: Synthesis

AACSB Category: Application of knowledge

Objective: 10-5

195) Alternative media is used almost exclusively in the United States with little presence in

other countries.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-6

196) Brand communities are not unique to the United States. They are developing in other

countries, such as China.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 10-6