John informs a POPAI interviewer that he intends to purchase a box of Kellogg's Raisin Bran, but in fact he does not buy any cereal. This case would be classified in the Consumer Buying Habit Study as a(n) _____.
a. specifically planned purchase
b. generally planned purchase
c. substitute purchase
d. unplanned purchase
e. aborted purchase
Question 2The Standardized Advertising Unit (SAU) system makes it possible for advertisers to purchase any one of _____ standard ad sizes to fit the advertising publishing parameters of all newspapers in the United States.
a. 10
b. 28
c. 56
d. 74
e. 100
Question 3Audrey went into Dayton's to buy a moisturizer manufactured by Clinique. She ended up buying a moisturizer manufactured by Lancome instead. This is an example of a(n) _____ purchase.
a. specifically planned
b. generally planned
c. unplanned
d. substitute
e. discipline
Question 4In the past, which of the following was a problem when purchasing space from newspapers in many cities?
a. Page size and column space varied.
b. Publication dates were difficult to coordinate.
c. Each newspaper required a unique ad.
d. Few newspapers printed in color.
e. Newspapers did not have enough readers to make advertising worthwhile.
Question 5Edna went to the store to buy beer, but she had no specific brand in mind. This is an example of a(n) ____ purchase.
a. specifically planned
b. generally planned
c. substitute
d. unplanned
e. disciplined
Question 6Selecting the best medium depends on the _____.
a. budget availability
b. competitive challenge
c. creative needs
d. advertiser's objectives
e. All of these are correct.
Question 7Judy tells a POPAI interviewer that she intends to purchase DelMonte spinach, and in fact she does purchase this item. 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. rational purchase
Quick Reply
