The brand lift index _____.
a. gauges the average increase of in-store purchase decisions when point-of-purchase is present
b. gauges the average increase of in-store decision purchases when the package is changed
c. measures a brand's sales against that of the major competitor
d. measures a brand's sales by the type of store that sells the product
e. All of these are correct.
Question 2A strength of newspaper advertising is the _____.
a. lack of clutter
b. ease of buying for national advertisers
c. ability to reach specific groups of consumers effectively
d. excellent reproduction quality
e. flexibility
Question 3In the Consumer Buying Habits Study, the summation of generally planned, substitute, and unplanned purchases constitutes the _____.
a. externally-motivated purchase rate
b. internally-motivated purchase rate
c. impulse purchase rate
d. in-store influence rate
e. in-store decision rate
Question 4Which of the following is a strength of newspaper as an advertising medium?
a. lack of clutter
b. long life
c. ability to reach potential customers on a personal and intimate level
d. consumers are in the right mental frame to process advertisements
e. transfer images from television advertising
Question 5Julie 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) _____.
a. specifically planned purchase
b. generally planned purchase
c. substitute purchase
d. unplanned purchase
e. impulse purchase
Question 6When an ad appears in any location, on any page, at the discretion of the newspaper, this is known as _____.
a. run of press (ROP)
b. open placing
c. discretionary placement
d. run of paper (ROP)
e. standard advertising placement (SAP)
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