A display rack that stocks cigarettes is placed above the cash register so the cashier can reach the product for the consumer. The rack has signage on the front advertising the cigarette brand. This is called an overhead merchandiser.
a. True
b. False
Indicate whether the statement is true or false
Question 2Demographic segmentation is used in selecting target segments by focusing on consumers' descriptors such as their
values, beliefs, philosophies, and opinions.
a. True
b. False
Indicate whether the statement is true or false
Question 3Materials that are used in the retail settings to attract shoppers' attention to a product convey primary product
benefits or highlight pricing information. They are referred to as Point-of-Purchase advertising.
a. True
b. False
Indicate whether the statement is true or false
Question 4Spending advertising dollars to get switchers to buy your brand may seem like a good idea, but it often results in
only one-time or random purchases.
a. True
b. False
Indicate whether the statement is true or false
Question 5The only medium that places the advertising, the product, and the consumer together in the same place at the same time is Point-of-Purchase advertising.
a. True
b. False
Indicate whether the statement is true or false
Question 6Companies can do well by spending advertising dollars to target nonusers over other user groups, since they offer the highest level of opportunity.
a. True
b. False
Indicate whether the statement is true or false
Question 7The great thing about sales promotions is that it is inexpensive, simple, and, well-timed.
a. True
b. False
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Question 8Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense.
a. True
b. False
Indicate whether the statement is true or false
Question 9Sales promotion is generally used as a long-term tactic and widespread strategy to promote an image for the brand and create emotional connections with the consumer.
a. True
b. False
Indicate whether the statement is true or false
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