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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
38
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
39
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
40
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
41
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
42
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
43
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
44
