Question 1

Internet is both a communications as well as a direct response medium.

Accepted Answer

A) True 
 B)False

Question 2

_____ is generally referred to as the first decade or so of the World Wide Web,ending with the "bursting of the dot-com bubble".

Accepted Answer

A) E-commerce 
B) B2B selling 
C) Web 1.0 
D) Web 2.0 
E) Interstitial 
A) E-commerce 
B) B2B selling 
C) Web 1.0 
D) Web 2.0 
E) Interstitial

Question 3

The manufacturer of 'Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site.In this case,the communications objective for the Web site was to:

Accepted Answer

A) disseminate information. 
B) create a route for disintermediation. 
C) create an e-commerce site. 
D) stimulate trial. 
E) create a brand image. 
A) disseminate information. 
B) create a route for disintermediation. 
C) create an e-commerce site. 
D) stimulate trial. 
E) create a brand image.

Question 4

Advertisers which target consumers based on the website-surfing patterns are using:

Accepted Answer

A) behavioral targeting. 
B) advertising allowance analysis. 
C) rich media marketing. 
D) video substitution selection. 
E) contextual advertising. 
A) behavioral targeting. 
B) advertising allowance analysis. 
C) rich media marketing. 
D) video substitution selection. 
E) contextual advertising.

Question 5

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors,such as which websites they have visited and/or searches they have made.

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 6

Cheerwine is a cherry-flavored cola.A visit to its Web site shows consumers where the regional cola can be purchased,offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand,a selection of recipes using Cheerwine,and links to the Cheerwine NASCAR site.From this information,which of the following communications objective does this site have?

Accepted Answer

A) To generate interest in Cheerwine 
B) To create disintermediation 
C) To serve as a point-of-purchase display 
D) To replace traditional advertising 
E) To disseminate information to nonusers 
A) To generate interest in Cheerwine 
B) To create disintermediation 
C) To serve as a point-of-purchase display 
D) To replace traditional advertising 
E) To disseminate information to nonusers

Question 7

Direct selling of goods and services on the Internet is known as:

Accepted Answer

A) direct response advertising. 
B) consumer-to-consumer selling. 
C) business-to-business selling. 
D) e-commerce. 
E) blogging. 
A) direct response advertising. 
B) consumer-to-consumer selling. 
C) business-to-business selling. 
D) e-commerce. 
E) blogging.

Question 8

Pop-ups are usually smaller than banner ads.

Accepted Answer

A) True 
 B)False

Question 9

Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Accepted Answer

A) paid searches 
B) URLs 
C) portals 
D) surf buttons 
E) interconnects 
A) paid searches 
B) URLs 
C) portals 
D) surf buttons 
E) interconnects

Question 10

Which of the following statements is true about the Internet?

Accepted Answer

A) A major advantage of the Web is the ability to target very specific groups of individuals. 
B) One major disadvantage of the Internet is that it leads to a lot of waste coverage. 
C) In the consumer market,the Internet resembles a combination trade magazine and trade show,as only those most interested in the products and/ or services a site has to offer will visit the site. 
D) The Internet does not offer to carry one-to-one marketing messages. 
E) One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use. 
A) A major advantage of the Web is the ability to target very specific groups of individuals. 
B) One major disadvantage of the Internet is that it leads to a lot of waste coverage. 
C) In the consumer market,the Internet resembles a combination trade magazine and trade show,as only those most interested in the products and/ or services a site has to offer will visit the site. 
D) The Internet does not offer to carry one-to-one marketing messages. 
E) One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.

Question 11

Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program?

Accepted Answer

A) The Internet is not a good source of leads for a company's sales force. 
B) Customer service can only be provided by an actual person. 
C) One-to-one relationships can only be established by the salesperson and not on a computer. 
D) In a well-designed IMC program,the use of the Internet and personal selling should be complementary. 
E) A company's Web site cannot be expected to stimulate trial purchase;only salespeople can do this. 
A) The Internet is not a good source of leads for a company's sales force. 
B) Customer service can only be provided by an actual person. 
C) One-to-one relationships can only be established by the salesperson and not on a computer. 
D) In a well-designed IMC program,the use of the Internet and personal selling should be complementary. 
E) A company's Web site cannot be expected to stimulate trial purchase;only salespeople can do this.

Question 12

Advertisers which target their advertising based on the information provided on web pages are using:

Accepted Answer

A) behavioral targeting. 
B) advertising allowance analysis. 
C) rich media marketing. 
D) video substitution selection. 
E) contextual advertising. 
A) behavioral targeting. 
B) advertising allowance analysis. 
C) rich media marketing. 
D) video substitution selection. 
E) contextual advertising.

Question 13

A _____ is a Web-based publication consisting primarily of periodic articles,normally presented in reverse chronological order.

Accepted Answer

A) widget 
B) button 
C) link 
D) blog 
E) podcast 
A) widget 
B) button 
C) link 
D) blog 
E) podcast

Question 14

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion,taking advantage of enhanced sensory features such as video,audio and animation."

Accepted Answer

A) Interstitials 
B) Links 
C) Contextual ads 
D) Content sponsorships 
E) Rich media 
A) Interstitials 
B) Links 
C) Contextual ads 
D) Content sponsorships 
E) Rich media

Question 15

Which of the following statements is true about Web 1.0?

Accepted Answer

A) It started with the 'bursting of the dot-com bubble'. 
B) It consists mainly of static sites. 
C) It provides for two-way flow of information. 
D) It has led to dramatic changes in the World Wide Web,with information provided by users as contributors. 
E) Web 2.0 users act as contributors in Web 1.0. 
A) It started with the 'bursting of the dot-com bubble'. 
B) It consists mainly of static sites. 
C) It provides for two-way flow of information. 
D) It has led to dramatic changes in the World Wide Web,with information provided by users as contributors. 
E) Web 2.0 users act as contributors in Web 1.0.

Question 16

A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www.GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons.The connecting of buyers and sellers is one way the Internet performs _____ activity.

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 17

Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle?

Accepted Answer

A) To create a sustainable competitive advantage 
B) To implement a diversification strategy 
C) To create a strong brand 
D) To prevent a price war 
E) To create a target market 
A) To create a sustainable competitive advantage 
B) To implement a diversification strategy 
C) To create a strong brand 
D) To prevent a price war 
E) To create a target market

Question 18

_____ include all the content that is created in flash.

Accepted Answer

A) Banner ads 
B) Links 
C) Interstitials 
D) Rich media 
E) Paid searches 
A) Banner ads 
B) Links 
C) Interstitials 
D) Rich media 
E) Paid searches

Question 19

Facebook,Twitter,Friendster,and Bebo are examples of:

Accepted Answer

A) blogs. 
B) wikis. 
C) Web 1.0. 
D) podcasting Web sites. 
E) social networking sites. 
A) blogs. 
B) wikis. 
C) Web 1.0. 
D) podcasting Web sites. 
E) social networking sites.

Question 20

It is not easy to create a brand image on the Internet.

Accepted Answer

A) True 
 B)False

Internet is both a communications as well as a direct response medium.

_____ is generally referred to as the first decade or so of the World Wide Web,ending with the "bursting of the dot-com bubble".

The manufacturer of 'Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site.In this case,the communications objective for the Web site was to:

Advertisers which target consumers based on the website-surfing patterns are using:

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors,such as which websites they have visited and/or searches they have made.

Direct selling of goods and services on the Internet is known as:

Pop-ups are usually smaller than banner ads.

Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Which of the following statements is true about the Internet?

Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program?

Advertisers which target their advertising based on the information provided on web pages are using:

A _____ is a Web-based publication consisting primarily of periodic articles,normally presented in reverse chronological order.

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion,taking advantage of enhanced sensory features such as video,audio and animation."

Which of the following statements is true about Web 1.0?

Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle?

_____ include all the content that is created in flash.

Facebook,Twitter,Friendster,and Bebo are examples of:

It is not easy to create a brand image on the Internet.

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

Internet is both a communications as well as a direct response medium.

_____ is generally referred to as the first decade or so of the World Wide Web,ending with the "bursting of the dot-com bubble".

The manufacturer of 'Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site.In this case,the communications objective for the Web site was to:

Advertisers which target consumers based on the website-surfing patterns are using:

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors,such as which websites they have visited and/or searches they have made.

Direct selling of goods and services on the Internet is known as:

Pop-ups are usually smaller than banner ads.

Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Which of the following statements is true about the Internet?

Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program?

Advertisers which target their advertising based on the information provided on web pages are using:

A _____ is a Web-based publication consisting primarily of periodic articles,normally presented in reverse chronological order.

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion,taking advantage of enhanced sensory features such as video,audio and animation."

Which of the following statements is true about Web 1.0?

Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle?

_____ include all the content that is created in flash.

Facebook,Twitter,Friendster,and Bebo are examples of:

It is not easy to create a brand image on the Internet.

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