Deck 13: Digital Media

Question 1

The Internet, e-mail, and social networks are all examples of ________ media that connect people in a network of word of mouth communication.

A)traditional
B)corporate
C)secondary
D)interactive
E)primary

Answer 1

D

Question 2

________ is a growing practice on the Internet through which individuals who have goods and services to sell are linked with people interested in buying those products.

A)Person-to-person commerce
B)Brick-and-mortar business
C)Business-to-person marketing
D)Business-to-person commerce
E)Niche marketing

Answer 2

A

Question 3

The information interface that allows people to access the Internet through an easy-to-use graphical format is known as the ________.

A)World Wide Web
B)Netscape Navigator
C)Internet Explorer
D)Interface
E)Wired World Web

Answer 3

A

Question 4

If an Internet user doesn't know a specific website address, the user can type a ________ into a search engine that will seek out all the sites that provide information on that topic.

A)keyword
B)password
C)link
D)hashtag
E)cookie

Question 5

________ is a new technology that makes it possible to broadcast TV online.

A)Blogging
B)Wikipedia
C)bandwidth
D)Netcasting
E)Podcasting

Question 6

The linked system of international computer networks is known as the ________.

A)Network
B)Intranet
C)Cybernet
D)Interweb
E)Internet

Question 7

Which of the following is NOT among the reasons the Internet has played an important role in consumers' brand decisions?

A)exclusivity
B)information
C)choice
D)accessibility
E)speed

Question 8

The shift in control of media from publishers to consumers due to the interactive nature of the Internet is a trend known as ________.

A)netcasting
B)e-business
C)Web 2.0
D)social networking
E)next generation messaging

Question 9

New operating systems such as the iPhone, Blackberry and Google's Android, are referred to as ________.

A)platforms
B)netbooks
C)hardware
D)browsers
E)networks

Question 10

A(n)________ is a site that provides doors, or links, to other websites.

A)intranet
B)network
C)search engine
D)podcast
E)portal

Question 11

Which of the following is an important benefit of the Internet to businesses?

A)higher costs for consumers
B)easier to keep a business local and protected from international competition
C)lower costs of opening a business online
D)less competitive market
E)easy transition from brick-and-mortar business to online business

Question 12

Members of which demographic group spend more time online than any other age group?

A)men age 25 to 54
B)women age 25 to 54
C)teens
D)men and women more than 65 years old
E)men age 25 to 34

Question 13

Companies may set up a(n)________ for internal communication.

A)netcast
B)intranet
C)website
D)extranet
E)portal

Question 14

In order to connect employees with key external stakeholders, such as marketing communication agencies, suppliers, and distributors, companies may set up a(n)________.

A)extranet
B)intranet
C)bandwidth
D)ethernet
E)search engine

Question 15

The term ________ is used to indicate a high-speed connection to the Internet.

A)broadband
B)bandwidth
C)netcast
D)extranet
E)intranet

Question 16

What word or phrase is used in traditional media industries to describe the blurring of the differences among television, print, and the Internet media?

A)convergence
B)consolidation
C)commoditization
D)brand experience
E)brand submersion

Question 17

A website has an address called a(n)________, a global address that identifies a specific location in cyberspace on the Web where a document or website lives.

A)portal
B)URL (Uniform Resource Locator)
C)IP (Internet Provider)address
D)keyword
E)network

Question 18

What do most Internet users depend upon to find information and access other sites?

A)netcasts
B)intranets
C)search engines
D)extranets
E)chat rooms

Question 19

________ refers to the carrying capacity of an individual's computer connection, or how much digital data it can handle.

A)Nano-technology
B)Flow-through
C)Bandwidth
D)Click-through
E)Search optimization

Question 20

________ are magazines or newsletters only available over the Internet and generally aimed at niche audiences.

A)Podcasts
B)Blogs
C)Streaming videos
D)Zines
E)Webpages

Question 21

Which of the following is NOT a type of Internet advertising?

A)banner ads
B)skyscrapers
C)pop-ups
D)superstitials
E)billboards

Question 22

The extra-long, skinny ads running down the right or left side of a website are called ________.

A)skyscrapers
B)borders
C)pop-ups
D)minisites
E)superstitials

Question 23

A recent study showed the best way to deliver ads is through a(n)________, which is a feature that offers a group of ads and invites viewers to choose one.

A)pop-up
B)pre-roll
C)active video
D)plug-in
E)ad selector

Question 24

________ are tiny computer programs that allow people to create and insert professional-looking content into their personal websites and onto their TV screens.

A)Widgets
B)Superstitials
C)Banner ads
D)Skyscrapers
E)Minisites

Question 25

Which type of Internet advertising is thought of as "the Internet's commercial," designed to work like TV ads?

A)minisites
B)superstitials
C)pop-ups
D)banner ads
E)skyscrapers

Question 26

The Internet has created large numbers of ________ where customers who are connected by a favorite brand join together to discuss brand problems, solutions, and new uses among themselves.

A)virtual communities
B)social rooms
C)chat rooms
D)fan pages
E)mini-blogs

Question 27

________ sites like MySpace and Facebook build on the interactivity of the Internet.

A)Social networking
B)Product
C)Video game
D)Spyware
E)Cookie

Question 28

The most common video advertising is in ________ format, which forces viewers to watch a video ad before viewing video clips.

A)widget
B)interactive
C)scroll-down
D)pre-roll
E)interstitial

Question 29

What is the primary use of the Internet by people of all demographic categories?

A)entertainment
B)shopping
C)communication
D)information searching
E)creative pursuits

Question 30

Which is the most used form of online advertising, comprising 47 percent of all Internet ad sales?

A)display advertising
B)search engine advertising
C)e-mail advertising
D)classified advertising
E)referrals

Question 31

________ refer to content of a commercial nature that is created or posted on the pages of users in social media that promotes a product, service, or cause.

A)Links
B)User-generated ads
C)Interactive ads
D)Trailers
E)Posts

Question 32

________ are small ads on other Web pages that lure visitors to move to the advertised site.

A)Superstitials
B)Blogs
C)Minisites
D)Banner ads
E)Pop-ups

Question 33

Which type of Internet ads burst open on the computer screen in front of the opening page of the website?

A)skyscrapers
B)pop-ups
C)minisites
D)superstitials
E)banner ads

Question 34

Sometimes called a home page, a company's ________ is the online face it presents to the public.

A)website
B)Intranet
C)Extranet
D)portal
E)Interface

Question 35

Which is the most important reason social networking websites are valuable to marketers?

A)high number of click-throughs
B)affordable banner advertising
C)access to any demographic
D)effective niche marketing
E)ability to engage the power of friendship-based influence

Question 36

Which of the following is NOT a purpose served by online advertising?

A)provides a brand reminder message to people who are visiting a website
B)works like an ad in traditional media and delivers an informational or persuasive message
C)provides a clutter-free advertising medium
D)entices people to visit the advertiser's site
E)provides a way for consumers to interact with businesses

Question 37

________ refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products.

A)Digital marketing
B)Interactive commerce
C)Alternative media
D)E-business
E)Electronic media

Question 38

Which type of Internet advertising allows advertisers to market their products on other branded websites without sending people away from the site they are visiting?

A)minisites
B)off-line advertising
C)blogs
D)click-throughs
E)widgets

Question 39

The Internet practice of ________ is designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product.

A)netcasting
B)search marketing
C)opinion leadership
D)viral marketing
E)two-stage adoption

Question 40

________ refers to a website's ability to encourage visitors to stay and investigate the site rather than bounce to another site.

A)Navigation
B)Convergence
C)Stickiness
D)Compatability
E)Popularity

Question 41

A(n)________ is a diary-like Web page created by individuals to talk about things that interest them.

A)intranet
B)chat room
C)blog
D)extranet
E)chat net

Question 42

Now that MySpace no longer has the largest market share in social networking, why is it still of interest to marketers?

A)It reaches the lower income and ethnic markets.
B)It has an older audience than Facebook does.
C)The website has a clean, professional look.
D)Experts predict the number of MySpace users will surpass Facebook users.
E)It is more often used by the business community.

Question 43

What is the biggest problem for most bloggers?

A)required time commitment
B)lack of privacy
C)lack of applicability to social media
D)audience composed almost entirely of members of younger generations
E)impossibility of measuring blog traffic

Question 44

A blog that plugs a product in return for cash or freebies is referred to as a ________.

A)referral
B)paid post
C)product placement
D)micro-blog
E)plug-in

Question 45

Which of the following is NOT a barrier facing international marketing and advertising on the Web?

A)access limitations
B)exchange rates
C)legal variations
D)language
E)overexposure

Question 46

What type of advertising appears in conventional media to drive traffic to a website?

A)offline advertising
B)banner advertising
C)directory advertising
D)directional advertising
E)on-line advertising

Question 47

________ are audio shows from the Web that can be downloaded to an MP3 player and that are changing the way consumers listen to the radio.

A)Viral videos
B)Spots
C)Cookies
D)Portals
E)Podcasts

Question 48

Which of the following is NOT a reason marketers use new social media tools such as Facebook and Twitter?

A)to lessen competition
B)to promote brands
C)to engage customers
D)to create brand relationships
E)to have instantaneous customer connections

Question 49

Just as search marketing is driven by keywords, many social marketing formats use ________ to categorize posts.

A)SEOs
B)tags
C)cookies
D)links
E)tweets

Question 50

________ refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

A)Search marketing
B)Direct marketing
C)Niche marketing
D)Social media marketing
E)Community marketing

Question 51

What is the major problem with respect to measuring the Internet audience?

A)illegal to measure the audience due to privacy laws
B)unethical to measure the audience without their knowledge
C)lack of consumer support in monitoring behavior
D)lack of standards to measure Internet effectiveness
E)impossibility of measuring the audience

Question 52

________ are visual representations of the use of keywords in searches and tags in social networking.

A)Links
B)Portals
C)Avatars
D)Tag clouds
E)Hashtags

Question 53

Corporate ________ are a way to keep employees and other stakeholders informed, but employees may also be encouraged to have their own.

A)Internets
B)blogs
C)Extranets
D)chat rooms
E)Technets

Question 54

The practice of maximizing the link between topics and brand-related websites is called ________.

A)database marketing
B)netcasting
C)search optimization
D)data mining
E)micro-blogging

Question 55

On the website Twitter, users post tweets no longer than 140 characters, otherwise known as ________.

A)social networks
B)chats
C)status updates
D)paid posts
E)micro-blogs

Question 56

Popular TV programs and commercials can be uploaded by viewers to their YouTube pages to be shared with users as a(n)________.

A)micro-blog
B)flash mob
C)viral video
D)pre-roll
E)ad selector

Question 57

Groups of people with a special interest can contact one another and exchange their opinions and experiences through ________, which are sites located online, sometimes as part of an organization's website, but sometimes completely independent of any company.

A)intranets
B)extranets
C)interconnects
D)chat rooms
E)chat nets

Question 58

Which of the following is the practice of storing all your files online and using a device simply to access them?

A)cloud computing
B)podcasting
C)video streaming
D)data mining
E)netcasting

Question 59

Why is search marketing so effective in reaching consumers?

A)The process minimizes competition.
B)The strategy is rarely used by large companies.
C)Ads are not perceived to be intrusive because consumers initiate the search.
D)Search marketing appeals exclusively to teens.
E)Search marketing simplifies the purchase process.

Question 60

________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

A)Search marketing
B)Search placement
C)Ad selecting
D)Social marketing
E)Micro-blogging

Question 61

Because of easy searching, Internet users have access to a wealth of information, not only about brands and companies, but also about trends, future developments, and product reviews.

Question 62

A URL is not part of the Internet.

Question 63

The primary use of the Internet by people of all demographic categories is for information searching.

Question 64

Convergent marketing is an unconventional marketing communication activity that is intended to get buzz on a limited budget by using creative ways to reach people where they live, work, and walk to create a personal connection and a high level of impact.

Question 65

A recent problem in accurately measuring an online audience is ________, which refers to clicks made either to make money for the sponsoring site or to damage a competitor.

A)click through
B)search optimization
C)stealth advertising
D)click fraud
E)navigating

Question 66

Little electronic bugs that can be placed on your computer by a Web server to track your movements online are known as ________.

A)blogs
B)instant messengers
C)cookies
D)viruses
E)micro-sites

Question 67

If an Internet user doesn't have a specific website address, the user can type in a link and a search engine will seek out all sites that provide information on the topic.

Question 68

________ represent the number of people who click on a banner ad.

A)Click-throughs
B)Page visits
C)Unique visitors
D)Hits
E)Viewers

Question 69

Which of the following is NOT a measure used to track a consumer through a website?

A)circulations
B)hits
C)viewers
D)unique visitors
E)page views

Question 70

The number of times a particular website is visited is known as ________,

A)clicks
B)hits
C)viewers
D)unique visitors
E)page views

Question 71

From the perspective of advertisers, what is the most serious drawback of Internet advertising?

A)clutter
B)privacy concerns
C)international restrictions
D)the inability to consistently produce effective ads and to measure their effectiveness
E)the bandwidth variation among the audience

Question 72

What do companies post on their websites detailing how or whether the site is collecting data on its visitors and how that data are used?

A)privacy policy
B)cookies
C)disclaimers
D)blogs
E)message boards

Question 73

The phrase streaming video is used to describe new technology that makes it possible to broadcast TV and radio online.

Question 74

Which of the following is NOT an advantage of Internet advertising?

A)relatively inexpensive
B)reaches out to people who don't engage in traditional media
C)customization and personalization of messages
D)sales leads or actual sales for B2B advertisers
E)reaches all demographics equally

Question 75

The primary method currently used to measure consumer response to Internet advertising is ________.

A)hits
B)viewers
C)click-through
D)unique visitors
E)total traffic

Question 76

Bandwidth refers to the amount of digital information that can be sent through a phone line or fiber optic line.

Question 77

The World Wide Web is a linked system of international computer networks.

Question 78

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products.

Question 79

Because of ________, an advertiser can input key demographic and behavioral variables, making the consumer feel like the ad is just for him or her.

A)tagging
B)tag clouds
C)database marketing
D)viral marketing
E)privacy policies

Question 80

Sometimes called a home page, a company's portal is the online face it presents to the public.