Question 1

What type of systems use wireless phones to access web sites?

Accepted Answer

A)  point-and-dial systems 
B)  convergent systems 
C)  click-and-dial systems 
D)  instant messaging systems 
E)  guerilla marketing systems 
A)  point-and-dial systems 
B)  convergent systems 
C)  click-and-dial systems 
D)  instant messaging systems 
E)  guerilla marketing systems C

Question 2

How did eBay, which was described in the chapter's opening vignette, start out?

Accepted Answer

A)  as a platform for collectors to find specific brands or items 
B)  as an online used book seller 
C)  as an online flea market or garage sale 
D)  as an online site where consumers could swap Beanie Babies 
E)  as an online search engine 
A)  as a platform for collectors to find specific brands or items 
B)  as an online used book seller 
C)  as an online flea market or garage sale 
D)  as an online site where consumers could swap Beanie Babies 
E)  as an online search engine C

Question 3

A company's web site is the online face it presents to the public.

Accepted Answer

A) True 
 B)False  True

Question 4

________ describes an approach that relies on actions initiated by consumers.

Accepted Answer

A)  Search marketing 
B)  Search placement 
C)  Search engine 
D)  Interactivity 
E)  Intranet 
A)  Search marketing 
B)  Search placement 
C)  Search engine 
D)  Interactivity 
E)  Intranet

Question 5

What kind of web discussion sites have become a major tool for customers to talk about their brand experiences both before and after they make a purchase and are good information sources regarding customer and industry perspectives, as well as competitive information?

Accepted Answer

A)  intranets 
B)  chat rooms 
C)  chat nets 
D)  search engines 
E)  extranets 
A)  intranets 
B)  chat rooms 
C)  chat nets 
D)  search engines 
E)  extranets

Question 6

Rosa Kate's is a gift shop that specializes in monogramming. The owners want to expand their business by selling on the Internet. What is the online face it presents to the public called?

Accepted Answer

A)  search engine 
B)  web site 
C)  interstitial 
D)  superstitial 
E)  blog 
A)  search engine 
B)  web site 
C)  interstitial 
D)  superstitial 
E)  blog

Question 7

As described in "A Matter of Principle," how did Wilson Sporting Goods get beyond buying eyeballs when sponsoring Tennis Camps?

Accepted Answer

A)  advertise extensively on the Internet 
B)  email messages to all of the participants in the camps 
C)  send text messages to the cell phones of the participants in the camps 
D)  demonstrate their products at a trade show 
E)  deliver messages in a context that will intersect with a target audience's interests. 
A)  advertise extensively on the Internet 
B)  email messages to all of the participants in the camps 
C)  send text messages to the cell phones of the participants in the camps 
D)  demonstrate their products at a trade show 
E)  deliver messages in a context that will intersect with a target audience's interests.

Question 8

What are the two permission marketing strategies called that allow consumers to control their inclusion on e-mail lists?

Accepted Answer

A)  de-spam and can-spam 
B)  no-spam and can-spam 
C)  ying and yang 
D)  buy-in and buy-out 
E)  opt-in and opt-out 
A)  de-spam and can-spam 
B)  no-spam and can-spam 
C)  ying and yang 
D)  buy-in and buy-out 
E)  opt-in and opt-out

Question 9

Instant messaging (IM), which allows users to keyboard brief messages into a cell phone screen, is used primarily by adults.

Accepted Answer

A) True 
 B)False

Question 10

Tony's client wanted a unique communication plan that could make an impact on the target market throughout their day and wherever they happen to be. Tony needs to consider _______ as a major tool for this client's campaign?

Accepted Answer

A)  newspaper 
B)  magazine 
C)  nontraditional media 
D)  TV 
E)  intranet 
A)  newspaper 
B)  magazine 
C)  nontraditional media 
D)  TV 
E)  intranet

Question 11

Online advertising serves three primary purposes: (1) provides a brand reminder message, (2) delivers an informational or persuasive message, and (3) makes a sale.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT an advantage of Internet advertising?

Accepted Answer

A)  relatively inexpensive 
B)  can level the playing field for small and medium-sized companies 
C)  can customize and personalize messages 
D)  can provide excellent sales leads or actual sales for B2B advertisers 
E)  All of the above are advantages of Internet advertising. 
A)  relatively inexpensive 
B)  can level the playing field for small and medium-sized companies 
C)  can customize and personalize messages 
D)  can provide excellent sales leads or actual sales for B2B advertisers 
E)  All of the above are advantages of Internet advertising.

Question 13

A practice, using the Internet, designed to deliver a groundswell of opinion or marketplace demand for a product is called ________.

Accepted Answer

A)  spam 
B)  word-of-mouth 
C)  opinion leadership 
D)  viral marketing 
E)  two-stage adoption 
A)  spam 
B)  word-of-mouth 
C)  opinion leadership 
D)  viral marketing 
E)  two-stage adoption

Question 14

New media is a phrase that has been used to refer to new electronic forms such as the Internet.

Accepted Answer

A) True 
 B)False

Question 15

Webisodes have created a new form of web advertising following the "advertainment" trend in television advertising that blends advertising and entertainment in order to attract audiences turned off by traditional mainstream media.

Accepted Answer

A) True 
 B)False

Question 16

What is the most serious drawback of Internet advertising?

Accepted Answer

A)  clutter 
B)  privacy concerns 
C)  international restrictions 
D)  the inability of strategic and creative experts to consistently produce effective ads and to measure their effectiveness 
E)  bandwidth variation among the audience 
A)  clutter 
B)  privacy concerns 
C)  international restrictions 
D)  the inability of strategic and creative experts to consistently produce effective ads and to measure their effectiveness 
E)  bandwidth variation among the audience

Question 17

________ refers to the amount of digital information that can be sent through a phone line or fiber optic line.

Accepted Answer

A)  Nano-technology 
B)  Flow-through 
C)  Bandwidth 
D)  Click-through 
E)  Bytes 
A)  Nano-technology 
B)  Flow-through 
C)  Bandwidth 
D)  Click-through 
E)  Bytes

Question 18

________ is considered "junk e-mail" by consumers who are irritated by the avalanche of solicitations that clutter their in-boxes.

Accepted Answer

A)  Spam 
B)  Blast 
C)  Cookie 
D)  Worm 
E)  Virus 
A)  Spam 
B)  Blast 
C)  Cookie 
D)  Worm 
E)  Virus

Question 19

Which type of communication is believed to be the most persuasive type of communication available to marketers?

Accepted Answer

A)  one-way 
B)  two-way 
C)  mass 
D)  opt-in 
E)  opt-out 
A)  one-way 
B)  two-way 
C)  mass 
D)  opt-in 
E)  opt-out

Question 20

________ are visual essays available online.

Accepted Answer

A)  Internets 
B)  Intranets 
C)  Vblogs 
D)  Connectnets 
E)  Technets 
A)  Internets 
B)  Intranets 
C)  Vblogs 
D)  Connectnets 
E)  Technets

What type of systems use wireless phones to access web sites?

How did eBay, which was described in the chapter's opening vignette, start out?

A company's web site is the online face it presents to the public.

________ describes an approach that relies on actions initiated by consumers.

What kind of web discussion sites have become a major tool for customers to talk about their brand experiences both before and after they make a purchase and are good information sources regarding customer and industry perspectives, as well as competitive information?

Rosa Kate's is a gift shop that specializes in monogramming. The owners want to expand their business by selling on the Internet. What is the online face it presents to the public called?

As described in "A Matter of Principle," how did Wilson Sporting Goods get beyond buying eyeballs when sponsoring Tennis Camps?

What are the two permission marketing strategies called that allow consumers to control their inclusion on e-mail lists?

Instant messaging (IM), which allows users to keyboard brief messages into a cell phone screen, is used primarily by adults.

Tony's client wanted a unique communication plan that could make an impact on the target market throughout their day and wherever they happen to be. Tony needs to consider _______ as a major tool for this client's campaign?

Online advertising serves three primary purposes: (1) provides a brand reminder message, (2) delivers an informational or persuasive message, and (3) makes a sale.

Which of the following is NOT an advantage of Internet advertising?

A practice, using the Internet, designed to deliver a groundswell of opinion or marketplace demand for a product is called ________.

New media is a phrase that has been used to refer to new electronic forms such as the Internet.

Webisodes have created a new form of web advertising following the "advertainment" trend in television advertising that blends advertising and entertainment in order to attract audiences turned off by traditional mainstream media.

What is the most serious drawback of Internet advertising?

________ refers to the amount of digital information that can be sent through a phone line or fiber optic line.

________ is considered "junk e-mail" by consumers who are irritated by the avalanche of solicitations that clutter their in-boxes.

Which type of communication is believed to be the most persuasive type of communication available to marketers?

________ are visual essays available online.

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters

Exam 10: Internet and Nontraditional Media

What type of systems use wireless phones to access web sites?

How did eBay, which was described in the chapter's opening vignette, start out?

A company's web site is the online face it presents to the public.

________ describes an approach that relies on actions initiated by consumers.

What kind of web discussion sites have become a major tool for customers to talk about their brand experiences both before and after they make a purchase and are good information sources regarding customer and industry perspectives, as well as competitive information?

Rosa Kate's is a gift shop that specializes in monogramming. The owners want to expand their business by selling on the Internet. What is the online face it presents to the public called?

As described in "A Matter of Principle," how did Wilson Sporting Goods get beyond buying eyeballs when sponsoring Tennis Camps?

What are the two permission marketing strategies called that allow consumers to control their inclusion on e-mail lists?

Instant messaging (IM), which allows users to keyboard brief messages into a cell phone screen, is used primarily by adults.

Tony's client wanted a unique communication plan that could make an impact on the target market throughout their day and wherever they happen to be. Tony needs to consider _______ as a major tool for this client's campaign?

Online advertising serves three primary purposes: (1) provides a brand reminder message, (2) delivers an informational or persuasive message, and (3) makes a sale.

Which of the following is NOT an advantage of Internet advertising?

A practice, using the Internet, designed to deliver a groundswell of opinion or marketplace demand for a product is called ________.

New media is a phrase that has been used to refer to new electronic forms such as the Internet.

Webisodes have created a new form of web advertising following the "advertainment" trend in television advertising that blends advertising and entertainment in order to attract audiences turned off by traditional mainstream media.

What is the most serious drawback of Internet advertising?

________ refers to the amount of digital information that can be sent through a phone line or fiber optic line.

________ is considered "junk e-mail" by consumers who are irritated by the avalanche of solicitations that clutter their in-boxes.

Which type of communication is believed to be the most persuasive type of communication available to marketers?

________ are visual essays available online.

Introduction to Advertising

Advertisings Role in Marketing

Advertising and Society

How Advertising Works

The Consumer Audience

Strategic Research

Strategic Planning

Media Basics and Print Media

Broadcast Media

Media Planning and Buying

The Creative Side and Message Strategy

Copywriting

Design and Production

Direct-Response Marketing

Sales Promotion, Events, and Sponsorships

Public Relations

Special Advertising Campaigns

Evaluation of Effectiveness

Filters