Question 1

A banner:

Accepted Answer

A)  has a standardized pricing scale. 
B)  is priced according to its size. 
C)  is a form of viral marketing. 
D)  costs less than buttons. 
E)  is the most basic form of Web advertising. 
A)  has a standardized pricing scale. 
B)  is priced according to its size. 
C)  is a form of viral marketing. 
D)  costs less than buttons. 
E)  is the most basic form of Web advertising. E

Question 2

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

Accepted Answer

A)  hypertext medium language 
B)  meta-mail 
C)  rich mail 
D)  interconnects 
E)  interstitials 
A)  hypertext medium language 
B)  meta-mail 
C)  rich mail 
D)  interconnects 
E)  interstitials C

Question 3

For what purposes are kiosks used?

Accepted Answer

Kiosks are used around the globe for many purposes.Computerized vending kiosks allow customers to pay utility bills; buy postcards,stamps,and envelopes; and get government information.

Question 4

What is the most basic form of Web advertising?

Accepted Answer

The most basic form

Question 5

The phrase "customer retention and relationship management" was coined in 1997 by Steven Jurvetson and his partners at the venture capital firm Draper Fisher Jurvetson.

Accepted Answer

A) True 
 B)False

Question 6

DVRs are sometimes also called:

Accepted Answer

A)  kiosks. 
B)  signage. 
C)  personal video recorders. 
D)  voice mails. 
E)  set-top boxes. 
A)  kiosks. 
B)  signage. 
C)  personal video recorders. 
D)  voice mails. 
E)  set-top boxes.

Question 7

According to recent findings mentioned in the text,where is Internet penetration growing the fastest?

Accepted Answer

According to Internet World Stats ( www.

Question 8

Internet advertisers work through _____,which act as brokers for advertisers and Web sites.

Accepted Answer

A)  ad networks 
B)  media houses 
C)  ad consortia 
D)  media planners 
E)  viral marketers 
A)  ad networks 
B)  media houses 
C)  ad consortia 
D)  media planners 
E)  viral marketers

Question 9

Who are the users of the Internet?

Accepted Answer

Historically,the majority of people who

Question 10

Which of the following represents the idea that the future of the Internet is in companies that encourage user sharing and collaboration?

Accepted Answer

A)  World Wide Web 
B)  Web 2.0 
C)  DSL 
D)  Grid computing 
E)  Distributed computing 
A)  World Wide Web 
B)  Web 2.0 
C)  DSL 
D)  Grid computing 
E)  Distributed computing

Question 11

Rich mail allows graphics,videos,and audio to be included in the e-mail message.

Accepted Answer

A) True 
 B)False

Question 12

Which U.S.department is responsible for the creation of the Internet?

Accepted Answer

The Department of De

Question 13

The development of Web browsers made viewing Web pages easy.

Accepted Answer

A) True 
 B)False

Question 14

_____ deliver ads from one central source,across multiple Web domains,allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Accepted Answer

A)  Third-party ad servers 
B)  Cookies 
C)  HTTP 
D)  Desktop meters 
E)  Carrier's decks 
A)  Third-party ad servers 
B)  Cookies 
C)  HTTP 
D)  Desktop meters 
E)  Carrier's decks

Question 15

Which of the following is true regarding Internet usage and its audience?

Accepted Answer

A)  Television viewership has gained in spite of the emergence of the Internet. 
B)  Media spending on the Internet has grown substantially. 
C)  In the U.S., men are heavy internet users when compared to women. 
D)  For people without a high-school education, Internet usage has increased dramatically. 
E)  Currently, the majority of Internet users are educated, White, upscale males. 
A)  Television viewership has gained in spite of the emergence of the Internet. 
B)  Media spending on the Internet has grown substantially. 
C)  In the U.S., men are heavy internet users when compared to women. 
D)  For people without a high-school education, Internet usage has increased dramatically. 
E)  Currently, the majority of Internet users are educated, White, upscale males.

Question 16

_____ advertising includes graphical animations and ads with audio and video elements that overlay or even float over the page.

Accepted Answer

A)  Iconic 
B)  Rich-media 
C)  Viral 
D)  Device 
E)  Web crawler 
A)  Iconic 
B)  Rich-media 
C)  Viral 
D)  Device 
E)  Web crawler

Question 17

Owing to the legislations on spam mailing,marketers are focusing their efforts on prospecting customer retention and relationship management (CRM).

Accepted Answer

A) True 
 B)False

Question 18

What is an interstitial?

Accepted Answer

Interstitial is a catchall ter

Question 19

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

Accepted Answer

A) True 
 B)False

Question 20

A national retailer of stationery might decide to use Internet advertising to take advantage of:

Accepted Answer

A)  its quick downloads. 
B)  the absence of concerns about security and privacy. 
C)  its affluent market. 
D)  its ability to inexpensively target an audience. 
E)  its standardization. 
A)  its quick downloads. 
B)  the absence of concerns about security and privacy. 
C)  its affluent market. 
D)  its ability to inexpensively target an audience. 
E)  its standardization.

A banner:

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

For what purposes are kiosks used?

What is the most basic form of Web advertising?

The phrase "customer retention and relationship management" was coined in 1997 by Steven Jurvetson and his partners at the venture capital firm Draper Fisher Jurvetson.

DVRs are sometimes also called:

According to recent findings mentioned in the text,where is Internet penetration growing the fastest?

Internet advertisers work through _____,which act as brokers for advertisers and Web sites.

Who are the users of the Internet?

Which of the following represents the idea that the future of the Internet is in companies that encourage user sharing and collaboration?

Rich mail allows graphics,videos,and audio to be included in the e-mail message.

Which U.S.department is responsible for the creation of the Internet?

The development of Web browsers made viewing Web pages easy.

_____ deliver ads from one central source,across multiple Web domains,allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Which of the following is true regarding Internet usage and its audience?

_____ advertising includes graphical animations and ads with audio and video elements that overlay or even float over the page.

Owing to the legislations on spam mailing,marketers are focusing their efforts on prospecting customer retention and relationship management (CRM).

What is an interstitial?

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

A national retailer of stationery might decide to use Internet advertising to take advantage of:

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters

Exam 15: Using Digital Interactive Media

A banner:

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

For what purposes are kiosks used?

What is the most basic form of Web advertising?

The phrase "customer retention and relationship management" was coined in 1997 by Steven Jurvetson and his partners at the venture capital firm Draper Fisher Jurvetson.

DVRs are sometimes also called:

According to recent findings mentioned in the text,where is Internet penetration growing the fastest?

Internet advertisers work through _____,which act as brokers for advertisers and Web sites.

Who are the users of the Internet?

Which of the following represents the idea that the future of the Internet is in companies that encourage user sharing and collaboration?

Rich mail allows graphics,videos,and audio to be included in the e-mail message.

Which U.S.department is responsible for the creation of the Internet?

The development of Web browsers made viewing Web pages easy.

_____ deliver ads from one central source,across multiple Web domains,allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Which of the following is true regarding Internet usage and its audience?

_____ advertising includes graphical animations and ads with audio and video elements that overlay or even float over the page.

Owing to the legislations on spam mailing,marketers are focusing their efforts on prospecting customer retention and relationship management (CRM).

What is an interstitial?

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

A national retailer of stationery might decide to use Internet advertising to take advantage of:

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building: Direct Marketing, personal Selling, and Sales Promotion

Relationship Building

Filters