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| 1. Using Optical Sound Bytes do all of the following except |
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A.
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Harness the power of brands |
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B.
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Close the sale |
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C.
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Entice |
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D.
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Describe optical product attributes |
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| 2. Customer driven marketing where the consumer engages with the optician is all of the following except |
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A.
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The optician discusses brand benefits |
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B.
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Patients learn about products |
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C.
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The optician uses manufacturer materials |
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D.
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The brand sells itself without optician help |
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| 3. Sound bytes are |
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A.
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Short |
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B.
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Memorable |
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C.
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Fun |
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D.
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All of the above |
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| 4. When you use a popular celebrity to attract a customer to a product it's called |
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A.
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Success by association |
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B.
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Imposition |
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C.
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Marketing awareness |
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D.
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None of the above |
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| 5. A sound byte is |
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A.
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Engaging |
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B.
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Asks for some action |
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C.
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Details product benefits |
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D.
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All of the above |
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| 6. A good source of seeing celebrity eyewear is |
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A.
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20/20 Optical Hall of Frames |
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B.
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Eyecare Business Star Gazers |
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C.
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Luxottica Hollywood Report |
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D.
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All of the above |
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| 7. Review fashion magazines for all of the following except |
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A.
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Hot suggestions about what to say about brands |
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B.
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Latest color trends |
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C.
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Activities of the paparazzi |
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D.
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Popular eyewear shapes and sizes |
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| 8. What is a source to look up product placement in the movies? |
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A.
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Star Enquirer |
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B.
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Local newspapers |
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C.
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www.brandchannel.com |
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D.
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Wikipedia |
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| 9. To make sound bytes work |
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A.
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Make brands visible and have a definition list |
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B.
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Add them to the record card |
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C.
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Repeat them many times to a patient |
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D.
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All of the above |
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| 10. All of the following make brands real except |
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A.
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Critical mass |
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B.
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Use of logos in windows and on doors |
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C.
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Using Frames Data to show colors |
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D.
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Point of sales displays |
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| 11. Critical mass is |
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A.
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A radiation free zone |
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B.
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Good inventory volume and color depth of a frame line |
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C.
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Fashion, style and good looks |
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D.
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Enough point of sales displays |
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| 12. Getting POS displays noticed requires |
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A.
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Bright colors |
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B.
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Eye catching images |
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C.
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Right hand placement |
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D.
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All of the above |
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| 13. To get all staff to learn a sound byte |
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A.
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Add them to patient cards |
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B.
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Tape them to the cabinets for all to review |
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C.
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Place them in the employee performance review |
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D.
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All of the above |
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| 14. If posters are used in the store that show frames |
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A.
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Use the largest poster possible |
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B.
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Only use green posters |
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C.
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Be sure to have the frame shown in the display |
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D.
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Place the poster on the door |
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| 15. Adding brand signage in windows and on doors does all of the following except |
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A.
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Lets customers know hours of operation |
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B.
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Helps show the brands that are carried inside |
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C.
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Attracts new customers that may not now buy from you |
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D.
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Adds to the brand identity of the office |
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| 16. To build a library of sound bytes |
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A.
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Assign staff to create sound bytes |
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B.
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Post them on index cards |
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C.
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Reward staff when using them |
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D.
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All of the above |
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| 17. If you ask a patient with bifocals “Did you lose your intermediate?” |
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A.
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It opens the door to discuss progressives |
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B.
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Creates preference for photochromics |
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C.
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Opens the door for polarized lenses |
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D.
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Defines a condition called papillary aphasia |
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| 18. If you ask a patient “Would you like to try the sunglass brand that James Bond wears?” |
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A.
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The patient might identify with Bond as daring and sophisticated |
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B.
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Want to have the glasses they saw and liked |
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C.
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It identifies your office as a source for the newest seen products |
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D.
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All of the above |
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| 19. Training requires all of the following except |
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A.
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A full mouth |
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B.
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Practice |
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C.
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Role play |
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D.
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Critique |
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| 20. In store events reward customers and patients because they |
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A.
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Show more of the popular brands in more depth |
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B.
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Adds mystery when an invitation is sent |
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C.
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Creates excitement in patients and staff alike |
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D.
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All of the above |
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