Question 1

When major corporations first began to conduct business on the Internet,they put up websites primarily for creating a strong brand image.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is a traditional method of measuring the effectiveness of the Internet?

Accepted Answer

A) Unique visitors 
B) Post-click conversions 
C) View-through rate 
D) Webpage eye tracking 
E) Recall and retention 
A) Unique visitors 
B) Post-click conversions 
C) View-through rate 
D) Webpage eye tracking 
E) Recall and retention

Question 3

A hotel advertiser who places an ad on the travel booking website is making use of contextual advertising.

Accepted Answer

A) True 
 B)False

Question 4

After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site,he closed the file.Then he saw on his screen an ad that invited him to subscribe to the magazine.This ad was an example of:

Accepted Answer

A) content sponsorship. 
B) a pop-up. 
C) push technology. 
D) functional sponsorship. 
E) a pop-under. 
A) content sponsorship. 
B) a pop-up. 
C) push technology. 
D) functional sponsorship. 
E) a pop-under.

Question 5

When Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a(n)_____ to target Internet users interested in their products.

Accepted Answer

A) interconnect 
B) URL 
C) portal 
D) surf button 
E) paid search 
A) interconnect 
B) URL 
C) portal 
D) surf button 
E) paid search

Question 6

Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.

Accepted Answer

A) True 
 B)False

Question 7

_____ is the place where providers make information available to users of the Internet.

Accepted Answer

A) Computer 
B) Interstitials 
C) Web site 
D) Links 
E) E-commerce 
A) Computer 
B) Interstitials 
C) Web site 
D) Links 
E) E-commerce

Question 8

Advertisements that appear in form on small creatures on the screen while one accesses certain websites are known as pop-ups.

Accepted Answer

A) True 
 B)False

Question 9

Web sites that offer samples,promotions,and sweepstakes designed to encourage trial.

Accepted Answer

A) True 
 B)False

Question 10

_____ occur when a company pays to sponsor a section of a site.

Accepted Answer

A) Paid searches 
B) Interstitials 
C) Regular sponsorships 
D) Content sponsorships 
E) Irregular sponsorships 
A) Paid searches 
B) Interstitials 
C) Regular sponsorships 
D) Content sponsorships 
E) Irregular sponsorships

Question 11

In case of search engine advertising,advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Accepted Answer

A) True 
 B)False

Question 12

Web 1.0 ended with the 'bursting of the dot com bubble'.

Accepted Answer

A) True 
 B)False

Question 13

Facebook,Twitter,and other such interactive social networking sites form a part of the Web 1.0 era.

Accepted Answer

A) True 
 B)False

Question 14

_____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic)results as opposed to paid inclusions.

Accepted Answer

A) Search engine optimization 
B) Linking 
C) Rich media marketing 
D) Behavioral targeting 
E) Contextual targeting 
A) Search engine optimization 
B) Linking 
C) Rich media marketing 
D) Behavioral targeting 
E) Contextual targeting

Question 15

iTunes.com allows for a "sampling" of songs before you purchase in order to:

Accepted Answer

A) disseminate information. 
B) create awareness. 
C) build an image. 
D) create a strong brand. 
E) stimulate trial. 
A) disseminate information. 
B) create awareness. 
C) build an image. 
D) create a strong brand. 
E) stimulate trial.

Question 16

Interactive TV,interactive CD-ROMs,kiosks,and interactive phones:

Accepted Answer

A) are viewed by businesses as breaches of consumer rights to privacy. 
B) can be used as contributors to an IMC program. 
C) cannot be linked with traditional advertising media. 
D) will replace the Internet in most IMC programs. 
E) are not viewed as being viable elements within a well-designed IMC program. 
A) are viewed by businesses as breaches of consumer rights to privacy. 
B) can be used as contributors to an IMC program. 
C) cannot be linked with traditional advertising media. 
D) will replace the Internet in most IMC programs. 
E) are not viewed as being viable elements within a well-designed IMC program.

Question 17

Banner ads are also known as:

Accepted Answer

A) interstitials. 
B) paid searches. 
C) pop-ups. 
D) side panels. 
E) links. 
A) interstitials. 
B) paid searches. 
C) pop-ups. 
D) side panels. 
E) links.

Question 18

Which of the following statements about the role of the Web site is true?

Accepted Answer

A) Web sites are only used to disseminate information. 
B) A Web site is the place where a provider makes information available to users of the Internet. 
C) The maintenance of a Web site requires very little time and effort. 
D) Other media cannot be integrated with the Web site. 
E) Making a Web site work and having one work successfully is the same thing. 
A) Web sites are only used to disseminate information. 
B) A Web site is the place where a provider makes information available to users of the Internet. 
C) The maintenance of a Web site requires very little time and effort. 
D) Other media cannot be integrated with the Web site. 
E) Making a Web site work and having one work successfully is the same thing.

Question 19

The Weather Channel provides dollars in return for its name association with www.iwon.com,an Internet portal.The Weather Channel also contributes weather information to the site.What method for advertising on the Internet does the Weather Channel use?

Accepted Answer

A) Interstitial 
B) A regular sponsorship 
C) Push technology 
D) Pop-unders 
E) Content sponsorship 
A) Interstitial 
B) A regular sponsorship 
C) Push technology 
D) Pop-unders 
E) Content sponsorship

Question 20

Internet offers consumers the opportunity to provide their own content,offer their own goods and services for sale,and provide feedback on the same as provided by others.

Accepted Answer

A) True 
 B)False

When major corporations first began to conduct business on the Internet,they put up websites primarily for creating a strong brand image.

Which of the following is a traditional method of measuring the effectiveness of the Internet?

A hotel advertiser who places an ad on the travel booking website is making use of contextual advertising.

After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site,he closed the file.Then he saw on his screen an ad that invited him to subscribe to the magazine.This ad was an example of:

When Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a(n)_____ to target Internet users interested in their products.

Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.

_____ is the place where providers make information available to users of the Internet.

Advertisements that appear in form on small creatures on the screen while one accesses certain websites are known as pop-ups.

Web sites that offer samples,promotions,and sweepstakes designed to encourage trial.

_____ occur when a company pays to sponsor a section of a site.

In case of search engine advertising,advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Web 1.0 ended with the 'bursting of the dot com bubble'.

Facebook,Twitter,and other such interactive social networking sites form a part of the Web 1.0 era.

_____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic)results as opposed to paid inclusions.

iTunes.com allows for a "sampling" of songs before you purchase in order to:

Interactive TV,interactive CD-ROMs,kiosks,and interactive phones:

Banner ads are also known as:

Which of the following statements about the role of the Web site is true?

The Weather Channel provides dollars in return for its name association with www.iwon.com,an Internet portal.The Weather Channel also contributes weather information to the site.What method for advertising on the Internet does the Weather Channel use?

Internet offers consumers the opportunity to provide their own content,offer their own goods and services for sale,and provide feedback on the same as provided by others.

Organizing for Advertising and Promotion: the Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Print Media

Support Media

Direct Marketing

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters

Exam 13: The Internet and Interactive Media

When major corporations first began to conduct business on the Internet,they put up websites primarily for creating a strong brand image.

Which of the following is a traditional method of measuring the effectiveness of the Internet?

A hotel advertiser who places an ad on the travel booking website is making use of contextual advertising.

After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site,he closed the file.Then he saw on his screen an ad that invited him to subscribe to the magazine.This ad was an example of:

When Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a(n)_____ to target Internet users interested in their products.

Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.

_____ is the place where providers make information available to users of the Internet.

Advertisements that appear in form on small creatures on the screen while one accesses certain websites are known as pop-ups.

Web sites that offer samples,promotions,and sweepstakes designed to encourage trial.

_____ occur when a company pays to sponsor a section of a site.

In case of search engine advertising,advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Web 1.0 ended with the 'bursting of the dot com bubble'.

Facebook,Twitter,and other such interactive social networking sites form a part of the Web 1.0 era.

_____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic)results as opposed to paid inclusions.

iTunes.com allows for a "sampling" of songs before you purchase in order to:

Interactive TV,interactive CD-ROMs,kiosks,and interactive phones:

Banner ads are also known as:

Which of the following statements about the role of the Web site is true?

The Weather Channel provides dollars in return for its name association with www.iwon.com,an Internet portal.The Weather Channel also contributes weather information to the site.What method for advertising on the Internet does the Weather Channel use?

Internet offers consumers the opportunity to provide their own content,offer their own goods and services for sale,and provide feedback on the same as provided by others.

Organizing for Advertising and Promotion: the Role of AD Agencies and Other Marketing Communication Organizations

Perspectives on Consumer Behavior

The Communication Process

Source, Message, and Channel Factors

Establishing Objectives and Budgeting for the Promotional Program

Creative Strategy: Planning and Development

Creative Strategy: Implementation and Evaluation

Media Planning and Strategy

Evaluation of Media: Television and Radio

Evaluation of Print Media

Support Media

Direct Marketing

Sales Promotion

Public Relations, Publicity, and Corporate Advertising

Measuring the Effectiveness of the Promotional Program

International Advertising and Promotion

Regulation of Advertising and Promotion

Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

Personal Selling Online

Filters