Exam 10: Internet and Nontraditional Media

MINI-CASE Talbots is a women's clothing store that sells only Talbots brand clothing, and it is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through their transactional web site, and they are interested in getting more traffic to their site as well as to use alternative media to reach their target market. -Refer to Mini-Case. Talbots would also like to get their clothing integrated into popular television shows that are viewed by their target market. Because viewers would not be able to see the brand name if an actress is wearing the clothes, Talbots wants to be an integral part of the story in a given episode. Name and describe this alternative media option.

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 are getting good at this and have decided they'd like to have an "Internet commercial" on their web site, much like a TV ad but not on TV. What type of Internet advertising is this called?

Which of the following is a type of Internet advertising?

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. Small ads for FliesRUs.com were placed on other web pages, such as those frequented by fly fishing enthusiasts, by a web advertising placement company. Consumers could click on the FliesRUs.com's ad, and they would be taken to the Flies-R-Us web site. What type of Internet ad does this represent?

The search for new media is particularly important for advertisers trying to reach which market because they are often the first to experiment with new media forms?

Which of the following is NOT considered to be alternative or new media?

Which of the following is NOT a new technology that provides active components in Internet ads?

MINI-CASE Talbots is a women's clothing store that sells only Talbots brand clothing, and it is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through their transactional web site, and they are interested in getting more traffic to their site as well as to use alternative media to reach their target market. -Refer to Mini-Case. When customers purchase from the Talbots web site, they do not have to enter all of their billing and shipping information because it automatically comes up when they enter their Talbots account number. What enables marketers to do this?

Explain the objective of the eBay advertising campaign that was described in the chapter's opening vignette as well as how they executed the campaign.

Explain why and how e-mail is used as an advertising medium as well as the issues surrounding its use.

What is an important first step for marketers creating a viable web site so that it begins building visibility?

Which of the following is NOT a purpose served by online advertising?