Exam 10: Internet and Nontraditional Media

Amie saw the movie The Phantom of the Opera and really liked it. She was familiar with the music because her mother purchased the CD after she saw the play in New Orleans, but Amie had never seen it before. Once she saw the movie, however, she got really interested in it and even read the book. She also has searched the Internet and found one site that other fans use to contact one another and exchange their opinions and experiences. She even rented the silent version of the movie, but the ending was defective. She asked other fans, through the Internet, about the ending and received feedback immediately. From this site she can also link to several fans' personal online "diaries" about Phantom. She has also found an area on Fanfiction.com where people post their own stories about Phantom, and she uploaded one herself and received favorable reviews. What are the sites where Amie can interact with other fans and those that are other fans' electronic diaries called, and why should advertisers be aware of them?

Emerging media, digital enhancements, place-based, branded environments, guerrilla executions are types of _________.

As described in "A Matter of Principle," how did Wilson Sporting Goods succeed in delivering a message to a target audience?

Video games are an attractive alternative medium for advertisers because there are established standards for measuring the effectiveness of the placement.

A company's ________ is the online face it presents to the public and is sometimes called a home page.

Describe nontraditional media and explain how advertisers can use this media presented in "The Inside Story."

What phrase has been used to refer to new electronic forms such as the Internet for advertising?

Click-and-dial systems use wireless phones to access web sites.

________ refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products, as well as to manage their accounting, distribution, production, advertising, customer service, personal sales, internal communication to employees, and external communication to outside stakeholders.

What phrase is used to describe moving images that can be transmitted online and received through most computers and their modems?

A practice designed to deliver a groundswell of opinion or marketplace demand for a product is called viral marketing, and it uses e-mail to circulate a message among family and friends.

According to the chapter's opening and closing vignettes, which of the following is considered the premier online auction site?

What wireless communication allows consumers to keyboard brief messages into a cell phone screen?

What was the objective of eBay's advertising campaign that was described in the chapter's opening vignette?

MINI-CASE Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site. -Refer to Mini-Case. Bob and Larry wanted to develop a groundswell of marketplace demand for their store, so they used e-mail to circulate a message among all of their family, friends, and customers for which they had e-mail addresses. What type of marketing is this?

In an attempt to stand out among the media clutter, several companies have begun integrating brands into the content of television shows as a prop or central feature of the program, which is known as ________ and is more aggressive than the practice of product placement.

Which is considered the most interactive of all media, the one that most lends itself to conversation and dialogue?

________ is(are) unconventional marketing communication activities that are intended to get buzz on a limited budget.

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products, as well as to manage their accounting, distribution, production, advertising, customer service, personal sales, internal communication to employees, and external communication to outside stakeholders.

________ advertising provides excellent sales leads or actual sales.