Deck 9: The Internet

Question 1

The challenge of creating and displaying banner ads is not just to catch consumer attention, but to make them buy the sponsor's product.

Answer 1

False

Question 2

If a person grants permission to an advertiser to send updates, specials and other incentives via email communication, this is referred to as permission marketing.

Answer 2

True

Question 3

Visits are the number of occasions in which a user X has interacted with Y site during Z time.

Answer 3

True

Question 4

From a technological standpoint wireless communication and Web-launched video are the two that will have the biggest impact on the Internet future with IMC.

Question 5

Viral marketing is the process of consumers marketing to consumers using the Internet.

Question 6

Junk email sent to consumers who haven't requested is Spam, a term from a Monty Python skit.

Question 7

The over 1.8 billion users of the World Wide Web today represent the majority of the world's consumer population. This is particularly true in developing nations.

Question 8

Internet technology is growing so fast that it is guaranteed to become the "lead tool" in IMC within the next 5 years.

Question 9

There are three main components of Internet media for advertising: electronic mail, Usenet, and the World Wide Web.

Question 10

Internet advertising has emerged as a media option of great opportunity for advertisers because of its superior target market selectivity, detailed and full-color graphics capability, ability to deliver customized messages and ability to engage in two-way information exchanges with consumers, among other reasons.

Question 11

Most Internet users fear invasion of privacy - as documented by consumer research.

Question 12

Page views provides an excellent measure of how many pages has been sent to someone's computer; thus it can tell you how many visitors a given page has had in a week.

Question 13

One advantage associated with using the World Wide Web is the concept of pop-up ads which most consumers love to see while searching for information.

Question 14

Click fraud, while heartily annoying to advertisers, is not a crime.

Question 15

The WWW or World Wide Web provides the least diverse opportunity of the online technologies for advertising and IMC.

Question 16

Second Life is a virtual world where participants log into a space, then use their mouse and keyboard to roam landscapes, chat, create virtual homes or conduct real business.

Question 17

Usenet is a collection of advertisements on the Internet.

Question 18

The cost of Internet advertising remains far lower than traditional media.

Question 19

Cameras.com advertises its products via banner ads on various sites. The company truthfully asserts that its high hit rate indicates its ability to attract consumers to its site.

Question 20

Online brand communities behave much like a community in traditional sense, like an actual small town or ethnic community.

Question 21

As marketing manager of Fly-By-Night, a commuter airline that specializes in red-eye flights, you believe that the Internet is a good way to reach businesspeople with your communications. But you know this target audience ignores most advertising and actively hates distractions like pop-up or pop-under ads. Therefore, you put your money behind the development of messages for

A) banner ads
B) email distribution.
C) viral marketing
D) interactive gaming channels.

Question 22

One difference between a banner advertisement and a corporate home page is that

A) a corporate home page does not promote specific products.
B) a banner advertisement clearly identifies the sponsoring company.
C) a banner advertisement is a paid advertisement that is placed on a site driven by editorial content.
D) a banner advertisement most often deals with lifestyle issues.

Question 23

Accomplishing the objective of having repeat visitors to a firm's website is a function of:

A) site substance.
B) ease of use of the site.
C) entertainment value of the site.
D) all of these

Question 24

____ are starting points for Internet exploring and are interested in channeling surfers to particular sites, especially commercial ones.

A) Windows
B) Portals
C) "Bots"
D) Corporate home pages

Question 25

Crayola offers a ____ that provides more than information about the firm and its brands; it focuses on the needs of parents and children who use Crayola crayons.

A) a concept blog
B) a corporate website
C) a fantasy site
D) a virtual mall

Question 26

The Internet is comprised of computers from a variety of sources. Which of the following is not one of these sources?

A) Educational
B) Personal
C) Governmental
D) Military

Question 27

As part of your company's Internet strategy, it has bought a domain name [MyBigCo.net] from Register.com. This means that

A) No other site will be able to use your name as an Internet location.
B) No other site in the same TLD can use your name, but if they want the name MyBigCo.org it may be available.
C) Should another company file for your name ICANN can give it permission to do so.
D) Your company receives from 5¢ to 25¢ every time that someone "hits" onto your site.

Question 28

The real challenge for today's Internet advertisers is to:

A) sell products on each visit.
B) get click-through on banner ads.
C) develop corporate websites.
D) get visitors to return to the website.

Question 29

Many service providers are offering blockers that greatly reduce an advertiser's ability to get these types of advertisements onto a users screen.

A) newspaper ads.
B) popups.
C) telephone call.
D) TV ads prior to a favorite TV program.

Question 30

"Widgets" are

A) a module of software that people can drag and drop into their personal web page
B) a new technology that can carry advertisers' brands into consumers own web pages
C) enable users to customize an advertiser's brand virtually
D) all of these statements describe "Widgets"

Question 31

You have built a World Wide Web site assuming "If you build it, they will come." They're not coming. Which one of the following is not a good way to promote the site?

A) Register the website with search engines.
B) Send out press releases to Internet news sites.
C) Notify all Usenet and LISTSERV groups.
D) All of these statements are good ways to promote a website.

Question 32

For optimal business results from a site, it should be human-message (interactive) or human-human interaction (like a chat room) because:

A) these approaches generate curiosity and therefore involvement with the advertiser's brand
B) research shows that when consumers engage in these types they have more positive attitude toward the ad and in turn higher purchase intentions
C) research shows such approaches create a bond with subsequent social pressure to buy the sponsor's brand
D) such approaches personalize and "warm up" the coldness of the technology involved in communicating the brand message

Question 33

As the Internet has changed-becoming a legitimate option for advertisers-which of the following is likely to happen?

A) It will not replace traditional forms of advertising
B) Ad spending on the WWW will grow beyond the $12 Billion spent in 2005
C) Its value to consumers is growing daily
D) All of these statements about the changing role of the Internet are true

Question 34

Which of the following is a strong advantage of the World Wide Web:

A) that it only uses visual transmission.
B) the technology allows for partial information exchange.
C) one-way information exchange.
D) 24-hour availability.

Question 35

One of the advantages of advertising on the Internet is:

A) Target Market selectivity
B) Emotional expressiveness
C) Theatre of the Mind
D) Media geodynamics

Question 36

A 'mash-up" is

A) what happens when a website crashes during a consumer transaction
B) a combined for-profit and pro bono website where sales benefit a charity
C) what happens with the Air Force recruiting site invades the Army site
D) a combination of one or more websites into a single site like Chicagocrime.org

Question 37

Web analytic software

A) enables site owners to count traffic to the site
B) provides information on hits, pages, visits, and users
C) can track behavior on the site, enabling the site owner to diagnose where it may be unappealing
D) all of these statements are true of analytic software

Question 38

Rich Media/Video and Audio is the process by which a Web ad uses advanced technology that interacts with the user when his or her mouse passes over the ad. Its advantage(s), is(are) that

A) it offers much greater click-through rates than banner ads
B) academic research indicates that adding animation to ads enhances click-through, recall and favorability
C) it offers intrinsically more interesting ads - that is why it is called "rich"
D) all of these statements are true of Rich Media

Question 39

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part

A) does not cost anything, because there is no charge to subscribe.
B) compares favorably with ads placed in traditional media.
C) is much less expensive.
D) is a great deal more expensive than traditional media.

Question 40

Streaming video and audio is a technique that sometimes uses:

A) military hardware.
B) only accredited agencies.
C) print advertising.
D) film clips or webisodes inserted into Rich Media online ads

Question 41

Creating an e-community for a brand today makes use of which of the following characteristics of Internet commerce?

A) The fact that the Internet gives consumers a new and efficient way to communicate with each other.
B) Internet presence legitimized brands that claim to be technological.
C) The opportunities for enticing and informative creative techniques in message design allows it to be emotionally compelling like never before.
D) The fact that the Internet is always evolving, just as strong brands do when managed by smart marketers.

Question 42

Scenario 9-3
World Wide Web sites can be used to deliver many different types of information. For example, one Web page tries to teach visitors the ins and outs of creating a successful Web page. The title of the site is "Build Your Own Web Page."
This guide has a table of contents that includes sections on Web Sites 101, deciding on content, organization and style, finding a Web server, and advertising your site. In addition, it has a guest book that visitors are urged to sign with their email and password. (www.build-website.com)
(Scenario 9-3) Once the advertiser's banner ad has successfully enticed a consumer to its homepage, what is the next task?

A) Sell them on the brand
B) Get their email addresses and as much other info as they will part with
C) Get them to stay on the page for awhile
D) Communicate the brand's cultural significance

Question 43

Scenario 9-3
World Wide Web sites can be used to deliver many different types of information. For example, one Web page tries to teach visitors the ins and outs of creating a successful Web page. The title of the site is "Build Your Own Web Page."
This guide has a table of contents that includes sections on Web Sites 101, deciding on content, organization and style, finding a Web server, and advertising your site. In addition, it has a guest book that visitors are urged to sign with their email and password. (www.build-website.com)
(Scenario 9-3) This website is loaded with ideas for ways people and businesses with home pages can promote their sites. One way is to contact an Internet link exchange. This is a service that connects website owners to each other so they can trade free banner ads on each other's sites. The primary purpose of a banner ad for an advertiser is to

A) build brand awareness.
B) create positive attitudes toward the brand.
C) convince the viewer to clip a cybercoupon.
D) entice them to visit the marketer's home page

Question 44

The measurement of Web audience that is the least accurate is

A) hits.
B) pages.
C) visits.
D) users.

Question 45

Scenario 9-4
As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort.
(Scenario 9-4) One of the higher-ups at your company says that he's willing to go along with your recommendation to place a banner ad on the Internet as long as the cost per thousand is reasonable. You tell him that

A) the cost per thousand is less than a local 30-second TV, a full-color ad in a regional magazine, and above that of a radio spot.
B) the cost per thousand is not calculated
C) the cost per thousand is not regulated.
D) the cost per thousand compares favorably with traditional media

Question 46

Scenario 9-1
The hottest sites on the World Wide Web can attract thousands of visitors. In one month alone, online dating service eHarmony had 3.2 million unique visitors and was the fifth most-visited online dating site. Consumer spending on online personals was $235.3 million in the first half of 2004, up from $214.3 million in the first half of 2003, according to the Online Publishers Association and comScore Networks. ("Friendster, eHarmony in matchmaking deal," Reuters, MSNBCOnline, November 30, 2004)
(Scenario 9-1) One way to discover the eHarmony site is to go to Google! and look under dating services. Google is:

A) a mash up
B) a search engine.
C) a website
D) a analytical software system

Question 47

Scenario 9-2
You go to your school computer lab to write a term paper for a class. Before you start, you play a few games of solitaire. Then, you decide that maybe you should check your email before you get to work. You have several messages, which you answer. You look at the clock, and about an hour has passed since you arrived. Since you're already logged on, you decide to check out the latest posts on a few music websites. Another 45 minutes have gone by.
Finally, you head out on the Web for a few minutes, just to get your brain going and maybe pick up a piece of information or two that you can work into your term paper. But first, you take a cybertour of Graceland, stop by Coupons Online and print out a coupon for your favorite brand of frozen pizza, solve a murder mystery, and submit a haiku about Spam to a site that already has more than 1,500 of them.
It's time to get down to work. You click over to a search engine to run a few keywords on your project. As you're doing it, the lab monitor says it's closing time. You look up at the clock--two more hours had gone by while you were on the Web. You leave the lab grumbling how inefficient computers are, seeing as you never seem to get much done working on them.
(Scenario 9-2) When the lab monitor closed the lab, you were in the process of running a keyword search using Google. This places you in the

A) 75% of web-using American consumers who use it for email
B) 50% of web-using Americans who use it to access the latest news and special topic information
C) 34% of American consumers who use the web to access the latest news and special topic information
D) 31% of American consumers who use it to pay bills

Question 48

Which of the following is a currently troublesome privacy/security issue faced by website sponsors?

A) Rising use of WiFi and WiMax are subject to easy monitoring.
B) In-home or in-office wireless systems are vulnerable to hack without the security systems that constrain their easy use.
C) In countries with a "weak rule of law" privacy/security issues affect the perceived value of a website.
D) All of these statements are privacy/security issues currently troubling website sponsors.

Question 49

Scenario 9-2
You go to your school computer lab to write a term paper for a class. Before you start, you play a few games of solitaire. Then, you decide that maybe you should check your email before you get to work. You have several messages, which you answer. You look at the clock, and about an hour has passed since you arrived. Since you're already logged on, you decide to check out the latest posts on a few music websites. Another 45 minutes have gone by.
Finally, you head out on the Web for a few minutes, just to get your brain going and maybe pick up a piece of information or two that you can work into your term paper. But first, you take a cybertour of Graceland, stop by Coupons Online and print out a coupon for your favorite brand of frozen pizza, solve a murder mystery, and submit a haiku about Spam to a site that already has more than 1,500 of them.
It's time to get down to work. You click over to a search engine to run a few keywords on your project. As you're doing it, the lab monitor says it's closing time. You look up at the clock--two more hours had gone by while you were on the Web. You leave the lab grumbling how inefficient computers are, seeing as you never seem to get much done working on them.
(Scenario 9-2) When you used Coupons Online, you saw a an ad that emerged onto your screen while you waited for the Coupons site to load. It was a coupon for one dollar off the price of your favorite brand of pizza. What kind of ad appeared?

A) Direct email
B) Pop-Under
C) Pop-Up.
D) Placard.

Question 50

Scenario 9-4
As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort.
(Scenario 9-4) Another boss expresses her concern that the company will spend a bunch of money building a website and no one will come. She asks about your plans to promote the site. You tell her that one recommendation you are making is to register the site with Yahoo!, choosing the keywords to associate with your site carefully. You explain further that this means that

A) when someone uses that keyword for a search, the company's site and a click through option will appear.
B) whenever someone uses the keyword in an email or on the Usenet, the company will receive his or her email address.
C) every use of that word on the World Wide Web will be a link to your home page.
D) your company receives from 5¢ to 25¢ every time that keyword is used in a search.

Question 51

Scenario 9-4
As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort.
(Scenario 9-4) One member of the board of directors says she has run some numbers and has determined that the company can reach more than 6 million people on the Internet for less than $500. All the company has to do is post messages about its products in every newsgroup it can find. In her mind, that's a pretty efficient media buy. You tell her that this is called ____, and it runs the risk of turning the entire cybercommunity against the company.

A) mail bombing
B) spamming
C) overbrowsing
D) anticoverage

Question 52

Scenario 9-1
The hottest sites on the World Wide Web can attract thousands of visitors. In one month alone, online dating service eHarmony had 3.2 million unique visitors and was the fifth most-visited online dating site. Consumer spending on online personals was $235.3 million in the first half of 2004, up from $214.3 million in the first half of 2003, according to the Online Publishers Association and comScore Networks. ("Friendster, eHarmony in matchmaking deal," Reuters, MSNBCOnline, November 30, 2004)
(Scenario 9-1) To get more people to visit the site, the eHarmony sent out press releases to conventional media to get them to run stories about the site. Which of the following is not another way the eHarmony could have promoted the site?

A) Using email as a direct mail tactic.
B) Registering the site with Internet yellow pages providers.
C) Registering the site with search engines.
D) Registering with the Internal Revenue Service

Question 53

Scenario 9-1
The hottest sites on the World Wide Web can attract thousands of visitors. In one month alone, online dating service eHarmony had 3.2 million unique visitors and was the fifth most-visited online dating site. Consumer spending on online personals was $235.3 million in the first half of 2004, up from $214.3 million in the first half of 2003, according to the Online Publishers Association and comScore Networks. ("Friendster, eHarmony in matchmaking deal," Reuters, MSNBCOnline, November 30, 2004)
(Scenario 9-1) Because eHarmony advertises heavily on television about the benefits of their service, and each ad sends consumers to their website

A) consumers who actually go to the website are already interested in what eHarmony has to offer and eHarmony is engaging in permission marketing
B) it is likely that eHarmony will have a problem being considered to be Spam
C) eHarmony is not really making advertising use of the Internet
D) eHarmony is engaging in "paid search"

Question 54

Scenario 9-4
As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort.
(Scenario 9-4) One manager says that the only way he'll support the website project is if he can have exact data on the number of times the page is accessed and by whom, so he can judge for himself whether this highfalutin cybergizmo advertising stuff works. You explain to him that not all this can (or should) be provided. However, you are recommending the company purchase ____ so that it can keep track of hits, pages, visits, and users, as well as patterns of traffic within the website.

A) web analytic software
B) browser-shadowing software
C) hierarchical software
D) IRC software

Question 55

Scenario 9-3
World Wide Web sites can be used to deliver many different types of information. For example, one Web page tries to teach visitors the ins and outs of creating a successful Web page. The title of the site is "Build Your Own Web Page."
This guide has a table of contents that includes sections on Web Sites 101, deciding on content, organization and style, finding a Web server, and advertising your site. In addition, it has a guest book that visitors are urged to sign with their email and password. (www.build-website.com)
(Scenario 9-3) Although the Internet is a new technology and many people are moving toward it, the authors of the text say that the Internet will not

A) be replacing all other forms of advertising.
B) meaningful to all users.
C) open for review.
D) download quickly.

Question 56

Scenario 9-3
World Wide Web sites can be used to deliver many different types of information. For example, one Web page tries to teach visitors the ins and outs of creating a successful Web page. The title of the site is "Build Your Own Web Page."
This guide has a table of contents that includes sections on Web Sites 101, deciding on content, organization and style, finding a Web server, and advertising your site. In addition, it has a guest book that visitors are urged to sign with their email and password. (www.build-website.com)
(Scenario 9-3) Potential visitors to this site have several different ways in which they may have found out about it. Which one of the following is not likely to have been one of them?

A) Word of mouth by a satisfied user
B) Through a search engine like Google, Yahoo or the Online Yellow Pages
C) The Library of Congress
D) Via a Pop-Up

Question 57

There are different ways Internet marketers measure the effectiveness of the ads they run on the Web. Which of the following is NOT one of those ways.

A) Hits
B) Page views
C) Click throughs
D) Syndicated site ratings

Question 58

Which of the following is (are) true of click fraud?

A) It occurs when the advertiser has a flat site management fee in place with the site provider.
B) Over 60% of on-line advertisers have suffered from click fraud in the past year.
C) Not only is it annoying and costly, it is illegal.
D) It is only a serious problem for small entrepreneurial businesses who don't have the security procedures in place that large firms do.

Question 59

Scenario 9-2
You go to your school computer lab to write a term paper for a class. Before you start, you play a few games of solitaire. Then, you decide that maybe you should check your email before you get to work. You have several messages, which you answer. You look at the clock, and about an hour has passed since you arrived. Since you're already logged on, you decide to check out the latest posts on a few music websites. Another 45 minutes have gone by.
Finally, you head out on the Web for a few minutes, just to get your brain going and maybe pick up a piece of information or two that you can work into your term paper. But first, you take a cybertour of Graceland, stop by Coupons Online and print out a coupon for your favorite brand of frozen pizza, solve a murder mystery, and submit a haiku about Spam to a site that already has more than 1,500 of them.
It's time to get down to work. You click over to a search engine to run a few keywords on your project. As you're doing it, the lab monitor says it's closing time. You look up at the clock--two more hours had gone by while you were on the Web. You leave the lab grumbling how inefficient computers are, seeing as you never seem to get much done working on them.
(Scenario 9-2) Your trip to the music discussion group engaged the use of ____, one of the three main components of Internet media for advertising.

A) electronic mail
B) the information highway
C) the Usenet
D) the University Intranet

Question 60

Scenario 9-2
You go to your school computer lab to write a term paper for a class. Before you start, you play a few games of solitaire. Then, you decide that maybe you should check your email before you get to work. You have several messages, which you answer. You look at the clock, and about an hour has passed since you arrived. Since you're already logged on, you decide to check out the latest posts on a few music websites. Another 45 minutes have gone by.
Finally, you head out on the Web for a few minutes, just to get your brain going and maybe pick up a piece of information or two that you can work into your term paper. But first, you take a cybertour of Graceland, stop by Coupons Online and print out a coupon for your favorite brand of frozen pizza, solve a murder mystery, and submit a haiku about Spam to a site that already has more than 1,500 of them.
It's time to get down to work. You click over to a search engine to run a few keywords on your project. As you're doing it, the lab monitor says it's closing time. You look up at the clock--two more hours had gone by while you were on the Web. You leave the lab grumbling how inefficient computers are, seeing as you never seem to get much done working on them.
(Scenario 9-2) The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels. Part of the site is devoted to a full catalog listing all of the company's titles currently in print. This type of site is referred to as

A) a catalog site.
B) a corporate home page.
C) a direct response site.
D) a banner site.

Question 61

Scenario 9-6
Acrobat Results Marketing is an organization that specializes in Internet/Web advertising issues. In particular, they design Web surveys and offer consulting on website measurement issues. They have prepared a simple document that they give to clients to help them understand the basic terminology and measurement concerns of Web advertisers. The following is an excerpt from this document:
(term A) represent the number of elements requested from a given page.
(term B) are defined as the number of html files sent to the requesting site.
(term C) are the number of occasions in which a user X interacted with site Y after time Z has elapsed.
(term D) are the number of different people viewing a site during a specified period of time.
(Scenario 9-6) Which of the following is "term D"?

A) Unique Visits
B) Pages
C) Hits
D) Visits

Question 62

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
(Scenario 9-5) Managers at John Deere would like to better understand the cost implications of advertising on the Internet. Phat Chance's staff media researchers prepared a presentation using four national traditional media placements to compare. While the Banner Ad CPM fell somewhere less than the cost of top 10 market newspapers and magazines but potentially more than television, Phat Chance pointed out the immeasurable advantage offered by the Banner Ad's

A) capacity for blanketing the world of online consumers with the John Deere brand
B) ability to deliver highly desirable, highly segmentable and highly motivated audiences
C) quick-change ad options if the marketing team changes its mind about the creative
D) subversive ability to insert the ad into interactive situations where consumers don't expect to see an ad

Question 63

Scenario 9-6
Acrobat Results Marketing is an organization that specializes in Internet/Web advertising issues. In particular, they design Web surveys and offer consulting on website measurement issues. They have prepared a simple document that they give to clients to help them understand the basic terminology and measurement concerns of Web advertisers. The following is an excerpt from this document:
(term A) represent the number of elements requested from a given page.
(term B) are defined as the number of html files sent to the requesting site.
(term C) are the number of occasions in which a user X interacted with site Y after time Z has elapsed.
(term D) are the number of different people viewing a site during a specified period of time.
(Scenario 9-6) Which of the following is "term C"?

A) Reach
B) Pages
C) Hits
D) Visits

Question 64

Scenario 9-6
Acrobat Results Marketing is an organization that specializes in Internet/Web advertising issues. In particular, they design Web surveys and offer consulting on website measurement issues. They have prepared a simple document that they give to clients to help them understand the basic terminology and measurement concerns of Web advertisers. The following is an excerpt from this document:
(term A) represent the number of elements requested from a given page.
(term B) are defined as the number of html files sent to the requesting site.
(term C) are the number of occasions in which a user X interacted with site Y after time Z has elapsed.
(term D) are the number of different people viewing a site during a specified period of time.
(Scenario 9-6) What caution do Acrobat's representatives give clients after they have discussed this terminology?

A) Because many Internet providers use dynamic IP numbers to identify users in their logs, a single visitor might show up as 30 if he or she visits the site daily for a month
B) No measurement system is perfect and this one is no exception.
C) Hits may be miscounted due to users requesting multiple pages
D) Unique Visitors may not be unique to the client's brand

Question 65

Compare and contrast what "paid search" and "search engine optimization" refer to. Discuss the possibilities for each. Provide examples when possible to illustrate your answer.

Question 66

List and describe the three main media used to communicate with consumers on the Internet. Summarize the ways product information is conveyed in each medium.

Question 67

As a website designer, you have been asked to set up a "sticky" website for a major airline. What does this term mean and what considerations should you take into account while developing the site?

Question 68

Scenario 9-6
Acrobat Results Marketing is an organization that specializes in Internet/Web advertising issues. In particular, they design Web surveys and offer consulting on website measurement issues. They have prepared a simple document that they give to clients to help them understand the basic terminology and measurement concerns of Web advertisers. The following is an excerpt from this document:
(term A) represent the number of elements requested from a given page.
(term B) are defined as the number of html files sent to the requesting site.
(term C) are the number of occasions in which a user X interacted with site Y after time Z has elapsed.
(term D) are the number of different people viewing a site during a specified period of time.
(Scenario 9-6) Which of the following is "term B"?

A) Reach
B) Page views
C) Hits
D) Unique Visits

Question 69

As an advertiser, what tools can you use to make your website as visited as possible?

Question 70

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
(Scenario 9-5) John Deere's senior lawn care sector manager has asked Phat Chance to suggest which of the following is the best measure of unique visitors to the corporate home page. They reply that it is

A) hits
B) reach
C) users
D) visits

Question 71

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
(Scenario 9-5) Phat Chance has told John Deere managers that they believe the first step in fostering Internet sales is to post extensive product information, specifications, prices, and dealer locations where customers would expect to find them. This most likely means that John Deere should set up a ____.

A) search engine
B) banner ad
C) corporate home page
D) portal

Question 72

Scenario 9-6
Acrobat Results Marketing is an organization that specializes in Internet/Web advertising issues. In particular, they design Web surveys and offer consulting on website measurement issues. They have prepared a simple document that they give to clients to help them understand the basic terminology and measurement concerns of Web advertisers. The following is an excerpt from this document:
(term A) represent the number of elements requested from a given page.
(term B) are defined as the number of html files sent to the requesting site.
(term C) are the number of occasions in which a user X interacted with site Y after time Z has elapsed.
(term D) are the number of different people viewing a site during a specified period of time.
(Scenario 9-6) Which of the following is "term A"?

A) Reach
B) Pages
C) Hits
D) Visits

Question 73

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
(Scenario 9-5) Phat Chance's research people have determined that many sod farms and nurseries have websites for local customers to learn more about lawn and garden care. They have suggested to John Deere that because the brand has such a strong equity among consumers that a web page should be designed to provide free information about lawn that also encourages current John Deere owners to offer their own tips. Promoting social interaction around a brand like this is

A) a waste of time
B) referred to as "brand community" and has worked for Harley Davidson among other iconic brands
C) actually a sneaky form of direct mail promotion
D) too "kumbayah" to be a business activity

Question 74

Scenario 9-5
John Deere and Company has manufactured farm equipment for many years and is now a strong competitor in the residential lawn care equipment market. Deere makes a variety of riding and push mowers that are used by home owners and lawn care companies. Deere has not actively marketed these mowers on the Internet and has hired an Internet advertising consulting firm, Phat Chance to help most this effort forward. John Deere has set a goal for Internet sales of its lawn care products to represent 7.5% of total category sales by the end of next year.
(Scenario 9-5) Phat Chance relates to managers at John Deere that banner ads have some problems in the marketplace. Which of the following is a common problem with banner ads placed on other firm's websites?

A) only a small percent of surfers click on banner ads
B) many consumers resent banner ads
C) banner ads increase Web page load times
D) all of these are problems with banner ads