Ch 18 Visual Merchandising

The visual element that projects an appropriate store image, distinguishes a store from its competitors, and attracts potential customers is the storefront.

• True

• False

Visual merchandising is a form of personal selling because its artistic aspects focus on the customer’s emotional buying motives.

• True

• False

Display lighting should be only slightly stronger than store lighting to avoid creating a glare on the merchandise.

• True

• False

In department stores mannequins are examples of functional props.

• True

• False

According to the textbook, what is the one visual merchandising element that influences customer behavior more directly than any other?

• the style of the store’s merchandise

• the width of the store’s aisles

• the strength of the store’s lighting

• the shape of the store’s displays

Score Sporting Goods store always has a display with mannequins engaged in season-appropriate sports. The store uses many props to make customers feel as if they could almost join the fun going on in the displays. How would you describe the settings for such displays?

• abstract

• semirealistic

• institutional

• realistic

A visual merchandising specialist is creating a display for a new walking shoe. The shoe store owner wants to emphasize the comfort and freedom of movement the shoes give the wearer. To create this effect, the visual merchandising specialist should create what type of lines?

• curved

• diagonal

• horizontal

• straight

Something’s Cooking sells a variety of cooking and serving utensils. Each November the promotion staff creates an elaborate display of all the utensils and cooking pans a cook could possibly need to cook a big Thanksgiving meal. What type of display would this be considered?

• related merchandise display

• line-of-goods display

• variety display

• one-item display

A music store’s display of compact discs by a popular country-western singer was unsuccessful. Huge posters of the singer completely overshadowed the CDs. Once the display was removed, sales of the CDs improved. What is the artistic element that most likely caused the display’s failure?

• balance

• direction

• shape

• proportion

____________________ is an artistic display element that is very popular for holiday and children’s merchandise displays, but which can become distracting if overdone.

• image

• motion

• maintenance

• formal