Question 1

Ronnie is most likely to come across an interstitial while he is waiting for his favourite soap to download.

Accepted Answer

A) True 
 B)False

Question 2

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com?

Accepted Answer

A) Direct marketing 
B) Personal selling 
C) Television advertising 
D) Public relations 
E) Sales promotions 
A) Direct marketing 
B) Personal selling 
C) Television advertising 
D) Public relations 
E) Sales promotions

Question 3

_____ is a term that applies to computer-simulated environments that can simulate places in the real world,as well as in imaginary worlds.

Accepted Answer

A) Podcasting 
B) Virtual reality 
C) Blogging 
D) Webcasting 
E) Really simple syndication (RSS) 
A) Podcasting 
B) Virtual reality 
C) Blogging 
D) Webcasting 
E) Really simple syndication (RSS)

Question 4

Blogs,on the Internet,are the most expensive way to reach large audiences.

Accepted Answer

A) True 
 B)False

Question 5

_____ are short featured films in which companies create their own content to advertise their products.

Accepted Answer

A) Online commercials 
B) Video on demand 
C) Blogs 
D) Webisodes 
E) Interstitials 
A) Online commercials 
B) Video on demand 
C) Blogs 
D) Webisodes 
E) Interstitials

Question 6

Which of the following is an Internet specific measure?

Accepted Answer

A) Recall tests 
B) Retention tests 
C) Sales 
D) Return on investment (ROI) 
E) Cost per conversion 
A) Recall tests 
B) Retention tests 
C) Sales 
D) Return on investment (ROI) 
E) Cost per conversion

Question 7

Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium.

Accepted Answer

A) disseminate information 
B) provide current price lists 
C) create viable links to suppliers and other sites of interest to users 
D) overcome buying center barriers 
E) create an image 
A) disseminate information 
B) provide current price lists 
C) create viable links to suppliers and other sites of interest to users 
D) overcome buying center barriers 
E) create an image

Question 8

Developing and maintaining a successful website require significant time and effort.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following has been cited as a disadvantage associated with using the Internet?

Accepted Answer

A) Inability to use message tailoring 
B) Lack of sales potential 
C) High costs 
D) Irritation 
E) Lack of creativity 
A) Inability to use message tailoring 
B) Lack of sales potential 
C) High costs 
D) Irritation 
E) Lack of creativity

Question 10

Regular sponsorship occurs when:

Accepted Answer

A) the sponsor participates in providing the content. 
B) the sponsor approves the content of the site. 
C) a company pays to sponsor a section of the site. 
D) the sponsor contributes all or part of the content. 
E) advertisers pay only when a consumer clicks on their ad or link from a search engine page. 
A) the sponsor participates in providing the content. 
B) the sponsor approves the content of the site. 
C) a company pays to sponsor a section of the site. 
D) the sponsor contributes all or part of the content. 
E) advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Question 11

_____ are ads that appear underneath the webpage and become visible only when the user leaves the site.

Accepted Answer

A) Links 
B) Interstitials 
C) Banner ads 
D) Pop-unders 
E) Blogs 
A) Links 
B) Interstitials 
C) Banner ads 
D) Pop-unders 
E) Blogs

Question 12

_____ allows the viewer of a television program to interact with the program and the ads,essentially merging television and the Internet.

Accepted Answer

A) An interstitial 
B) A blog 
C) A podcast 
D) Interactive TV 
E) Virtual reality 
A) An interstitial 
B) A blog 
C) A podcast 
D) Interactive TV 
E) Virtual reality

Question 13

Recent press releases about what is going on in the company are available at the ArvinMeritor Web site.Anyone doing research on the company has access to these stories.In this way,ArvinMeritor uses the Internet as a(n)_____ tool.

Accepted Answer

A) sales promotion 
B) personal selling 
C) direct marketing 
D) public relations 
E) advertising 
A) sales promotion 
B) personal selling 
C) direct marketing 
D) public relations 
E) advertising

Question 14

What was the primary objective marketers sought when they first employed the Internet as a communications tool?

Accepted Answer

A) To sell their product 
B) To stimulate repurchase of their product 
C) To level the competitive playing field 
D) To disseminate information 
E) To create a competitive advantage 
A) To sell their product 
B) To stimulate repurchase of their product 
C) To level the competitive playing field 
D) To disseminate information 
E) To create a competitive advantage

Question 15

While Ginger waited for iVillage.com's apparel site to download,a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen.The Nordstrom's ad is 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 16

When Dakota checked her e-mail after returning from a week's trip,she found had 53 e-mails and only two contained information she needed.The rest were unwanted and unrequested,which are referred to as:

Accepted Answer

A) mistargted e-mail. 
B) electronic commercial messages. 
C) spam. 
D) interconnects. 
E) interstitials. 
A) mistargted e-mail. 
B) electronic commercial messages. 
C) spam. 
D) interconnects. 
E) interstitials.

Question 17

_____ may take on a variety of forms as well as a number of names such as side panels,skyscrapers,or verticals.

Accepted Answer

A) Links 
B) Pop-ups 
C) Interstitials 
D) Pop-unders 
E) Banner ads 
A) Links 
B) Pop-ups 
C) Interstitials 
D) Pop-unders 
E) Banner ads

Question 18

YouTube is an example of:

Accepted Answer

A) social networking site. 
B) user generated video sharing Web site. 
C) podcast. 
D) blog. 
E) paid search engine. 
A) social networking site. 
B) user generated video sharing Web site. 
C) podcast. 
D) blog. 
E) paid search engine.

Question 19

_____ dominates the paid search advertising market.

Accepted Answer

A) Netscape 
B) GoArmy.gov 
C) Google 
D) Yahoo 
E) Microsoft 
A) Netscape 
B) GoArmy.gov 
C) Google 
D) Yahoo 
E) Microsoft

Question 20

Internet serves as the most effective tools for creating awareness of the organization and its products especially in case of large companies.

Accepted Answer

A) True 
 B)False

Ronnie is most likely to come across an interstitial while he is waiting for his favourite soap to download.

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com?

_____ is a term that applies to computer-simulated environments that can simulate places in the real world,as well as in imaginary worlds.

Blogs,on the Internet,are the most expensive way to reach large audiences.

_____ are short featured films in which companies create their own content to advertise their products.

Which of the following is an Internet specific measure?

Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium.

Developing and maintaining a successful website require significant time and effort.

Which of the following has been cited as a disadvantage associated with using the Internet?

Regular sponsorship occurs when:

_____ are ads that appear underneath the webpage and become visible only when the user leaves the site.

_____ allows the viewer of a television program to interact with the program and the ads,essentially merging television and the Internet.

Recent press releases about what is going on in the company are available at the ArvinMeritor Web site.Anyone doing research on the company has access to these stories.In this way,ArvinMeritor uses the Internet as a(n)_____ tool.

What was the primary objective marketers sought when they first employed the Internet as a communications tool?

While Ginger waited for iVillage.com's apparel site to download,a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen.The Nordstrom's ad is an example of:

When Dakota checked her e-mail after returning from a week's trip,she found had 53 e-mails and only two contained information she needed.The rest were unwanted and unrequested,which are referred to as:

_____ may take on a variety of forms as well as a number of names such as side panels,skyscrapers,or verticals.

YouTube is an example of:

_____ dominates the paid search advertising market.

Internet serves as the most effective tools for creating awareness of the organization and its products especially in case of large companies.

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

Ronnie is most likely to come across an interstitial while he is waiting for his favourite soap to download.

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com?

_____ is a term that applies to computer-simulated environments that can simulate places in the real world,as well as in imaginary worlds.

Blogs,on the Internet,are the most expensive way to reach large audiences.

_____ are short featured films in which companies create their own content to advertise their products.

Which of the following is an Internet specific measure?

Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium.

Developing and maintaining a successful website require significant time and effort.

Which of the following has been cited as a disadvantage associated with using the Internet?

Regular sponsorship occurs when:

_____ are ads that appear underneath the webpage and become visible only when the user leaves the site.

_____ allows the viewer of a television program to interact with the program and the ads,essentially merging television and the Internet.

Recent press releases about what is going on in the company are available at the ArvinMeritor Web site.Anyone doing research on the company has access to these stories.In this way,ArvinMeritor uses the Internet as a(n)_____ tool.

What was the primary objective marketers sought when they first employed the Internet as a communications tool?

While Ginger waited for iVillage.com's apparel site to download,a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen.The Nordstrom's ad is an example of:

When Dakota checked her e-mail after returning from a week's trip,she found had 53 e-mails and only two contained information she needed.The rest were unwanted and unrequested,which are referred to as:

_____ may take on a variety of forms as well as a number of names such as side panels,skyscrapers,or verticals.

YouTube is an example of:

_____ dominates the paid search advertising market.

Internet serves as the most effective tools for creating awareness of the organization and its products especially in case of large companies.

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