Deck 7: Electronic Media, Digital Interactive Media and Direct Mail

Question 1

Spiders are sophisticated computer programs used to scan the Web for new content.

Answer 1

True

Question 2

Internet users tend to be no more affluent than newspaper readers or television viewers.

Answer 2

False

Question 3

The most expensive method to access the Internet is narrowband via a dial-up modem.

Answer 3

True

Question 4

A Web page is a single page that is the equivalent of and 8 1/2-by 11-inch piece of paper.

Question 5

The real marketing power of the Internet is the ability to control and direct clutter.

Question 6

An ITV is any television with a return path.

Question 7

List six reasons why an advertiser might benefit from the use of Internet as an advertising medium.

Question 8

What two systems do people have to choose from to access the Internet?

Question 9

It is important for advertisers to measure the results of their advertising efforts on the Internet. What is the simplest measurement they can use?

Question 10

Robert visited a Web site which provided reviews for science fiction movies, books and TV shows. Across the top of the Web page was an ad for another site that sells science fiction novels. What type of marketing is the book seller using if it pays a percentage of the money earned to the review site when a click-through results in a sale?

Question 11

Since there are thousands of Web sites, what method do e-marketers use to reach their consumers more efficiently?

Question 12

Toni purchased her theater tickets at a freestanding computer station near her workplace. The computer station is owned and operated by the theater and selling tickets is its only function. What is the technical name for the computer station Toni used?

Question 13

The new digital media benefits relationship marketing through its ability to:

A) Provide True interactivity
B) Gather secondary data
C) Move customers through the five steps of the buying process
D) Provide reliable and valid information
E) Create portals of interest

Question 14

Digital interactive media use _____ networks.

A) Grapevine
B) Centralized
C) Decentralized
D) Protocol-based
E) Distributed

Question 15

According to the text's brief history of the Internet and the World Wide Web:

A) The Web is a distributed network of content providers and users
B) Web browsers facilitated the viewing of Web pages
C) Content providers and users communicate through HTML
D) Many of the We b sites that attract the largest audiences each day are portals
E) All of the above are True

Question 16

According to the text's brief history of the Internet and the World Wide Web:

A) The Web is a centralize network of content providers and users
B) Web scanners facilitated the viewing of Web pages
C) Content providers and users communicate through HTML
D) Many of the We b sites that attract the largest audiences each day are portals
E) A protocol is also called a Web crawler

Question 17

Search engines don't use people to find content. Instead, they use sophisticated computer programs called
_____, which periodically scan the Web for new information.

A) Spiders
B) Html
C) Results engines
D) Centralized networks
E) Protocol sponsors

Question 18

To access the Internet, computer users must first choose from two types of communication systems. They are:

A) Broadband and narrowband
B) DSL and modem
C) Personal audience venue and individual audience venue
D) Interactive television and CD ROM
E) Baseband and broadband

Question 19

_____ is a type of digital data transmission in which each wire carries only one signal or channel, at a time.

A) Digital subscriber line
B) Cable modem
C) Baseband
D) Broadband
E) Narrowband

Question 20

For homes or offices, there are essentially only two ways to download broadband transmission. They are:

A) Via cable-modem system and via interactive TV
B) Via dial-in and via cable
C) Via cable-modem system and via DSL
D) Via baseband and via satellite
E) Via satellite and via dial-up

Question 21

A cable-modem system:

A) Provides narrowband transmission
B) Uses telephone lines
C) Is approximately ten times faster than dial-up
D) Is the most commonly used method for gaining access to the Internet
E) Is accurately described by all of the above

Question 22

DSL or digital subscriber line:

A) Competes with cable modem systems in popularity and price
B) Transforms a traditional telephone line into a high-speed digital link
C) Provides its users with always-on broadband Internet access
D) Distance from CO can adversely affect transmission
E) Is accurately described by all of the above

Question 23

The concept of _____ is based on the idea that people would rather use the Internet for fun and entertainment, not business and would rather receive it through their TV than a computer.

A) Dial-up modem with Internet service provider
B) Interstitial connections
C) Web avails
D) Webtv
E) Satellite-based narrowband transmission

Question 24

Which of the following statements about advertising on a Web site is True?

A) The Web site is an alternative "storefront."
B) Some companies view their entire Web site as an ad
C) Some companies view their Web sites as online catalog stores
D) A large Web site can have hundreds of pages of information
E) All of the above statements about advertising with a Web site are True

Question 25

A(n) _____ refers to a single hypertext markup language file, which when viewed with a browser, may actually be several screens long.

A) Advertising banner
B) Web page
C) Interstitial
D) Interconnect
E) Internet brochure

Question 26

Redbox is a company that owns, controls and operates computer stations that feature new DVD rentals for $1 per night. It has announced that by the end of 2009, it will expand the presence of Redbox to 2,000 Walgreens stores nationwide. What type of interactive media does Redbox employ?

A) Ad networks
B) Guiding search engines
C) Addressable landing pages
D) Media exchanges
E) Web brokers

Question 27

When Sports Illustrated Television (SITV) announced that it would produce a behind-the-scenes special on the making of the Sports Illustrated Swimsuit issue and make the original program available to local stations, it was an example of _____ syndication.

A) Classic
B) First-run
C) Audience-supported
D) Off-network
E) Barter