Scenario 15-5 Starting in Late 2010, Shoppers at a Number of Bloom

question 71

Multiple Choice

Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook-sized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini-televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the point-of-purchase. Advertisers, which are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out In-Store TV Advertising System." Washington Post, November 1, 2010.)
-(Scenario 15-5) There are many different types of point-of-purchase displays. Which of the following best describes a shelf talker?

• A)any P-O-P unit that stands independently on the floor
• B)lighted signage used outside or in-store to promote a brand or the store
• C)a printed card or sign designed to mount on or under a shelf
• D)a smaller display designed to fit on counters or shelves

---

Definitions:

Cultural Context

Cultural context involves the societal norms, values, beliefs, and practices that shape an individual's actions and interpretations within a specific culture.

Cultural Standards

The norms and expectations that guide behavior and beliefs within a particular society or community.

Cultural Competence

The ability to understand, appreciate, and interact effectively with people of different cultures and socio-economic backgrounds.

Sustained Commitment

Ongoing dedication or pledge to a cause, project, or initiative over an extended period, showcasing long-term engagement and perseverance.