Deck 15: The Internet and Interactive Media

Question 1

What was the primary objective marketers sought when they first employed the Internet as a communications tool?

A)to sell their product
B)to stimulate repurchase of their product
C)to level the competitive playing field
D)to disseminate information
E)to create a competitive advantage

Answer 1

D

Question 2

Naomi has a small consulting business.She wants to use her website to provide background about her company's qualifications and answer frequently asked questions.Naomi will design her website with the primary objective of:

A)brand image
B)allowing customer sampling
C)providing information
D)handling objections
E)all of the above

Answer 2

C

Question 3

Which of the following is NOT one of the factors leading to an effective Website?

A)content
B)commerce
C)character
D)community
E)customization See Exhibit 15-1

Answer 3

C

Question 4

_____ is a worldwide means of exchanging information and communicating through a series of interconnected computers.

A)The Internet
B)Interactive television
C)Teleshopping
D)Audiotext
E)Videotext

Question 5

Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium.

A)disseminate information
B)provide current price lists
C)create viable links to suppliers and other sites of interest to users
D)overcome buying center barriers
E)create an image

Question 6

The exchange of information in social network sites:

A)cannot be used in an integrated marketing communications program
B)is reducing the number of hours young people watch television
C)is reducing the potential impact of advertising
D)hurts business-to-business marketers more than it does retailers
E)helps move potential consumers through the purchase process See opening vignette.

Question 7

The Internet:

A)is accessible to anyone with a computer and a modem
B)was developed by the U.S.Defense Department
C)is a worldwide means of exchanging information
D)uses a series of interconnected computers
E)is accurately described by all of the above

Question 8

Which of the following statements explains why marketers have found it so difficult to create a strong brand using the Internet?

A)Managers' bottom-line focus makes the costs seem too high.
B)Branding and direct response may be counterproductive.
C)Managers do not have a clear understanding of the role of the Web in the branding process.
D)Many marketers mistakenly believe the creation of awareness or the generation of interest will lead to a strong brand.
E)All of the above statements can be used to explain why marketers have found it so difficult to create a strong brand using the Internet.

Question 9

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

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 do all of the above

Question 10

The "Catch-22" for social network sites is the more popular they become:

A)the greater the potential for spam
B)the less influence they have on participants
C)the more business-to-business marketers will want to participate
D)the popular they are to advertisers and less popular to members
E)the greater the use of direct selling See opening vignette.

Question 11

Disney.com was cited by Adweek as one of the Best Performers in 2007. Disney.com was recognized for:

A) translation of print to web
B) editorial depth
C) proficient in targeting campaigns based on geography and lifestyles
D) innovative and interactive site serving kids and parents
E) engaging stories and extraordinary experiences from around the world

Question 12

Compared to growth in total media advertising,in 2006 Internet advertising:

A)grew at a rate nearly ten times that of total media
B)grew at about the same rate as total media advertising
C)finally grew faster than total media advertising
D)declined as consumers pulled back from Internet usage
E)declined as consumers responded to the housing market crisis

Question 13

CDW Computer Centers sells computer equipment to small- and mid-sized businesses.Its Web site provides in-depth information on its products,its customer service,its shipping policies,and its suppliers.Like most business-to-business sites,the primary objective of this Web site is to:

A)create a sustainable competitive advantage
B)create an image
C)disseminate information
D)replace advertising in trade journals
E)prevent price wars

Question 14

Which of the following is NOT one of the reasons offered for the rapid adoption of the Internet?

A)Consumers desire for information
B)Consumers desire to control the information they receive
C)The ability to target customers effectively
D)The ability of consumers to compare reputable versus questionable data sources
E)The increase in high speed Internet access

Question 15

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?

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 16

Which of the following is NOT a valid objective for a marketer who is employing the Internet as a communications vehicle?

A)to create an image
B)to generate interest
C)to disseminate information
D)to prevent price wars
E)to create awareness

Question 17

Facebook was cited by Adweek as one of the Best Performers in 2007.Facebook was recognized for:

A)translation of print to web
B)editorial depth
C)millions of viewers spending over an hour per month on the site
D)combining the best of TV and online
E)being a place where people can discover needed information

Question 18

One of the advantages of the Internet for direct marketers is it is:

A)ubiquitous
B)free
C)interactive
D)known for quality information
E)all of the above

Question 19

Which of the following statements about the role of the Web site is true?

A)Web sites are only used to disseminate information.
B)A Web site is the place where a provider makes information available to users of the
C)Internet.
D)The maintenance of a Web site requires very little time and effort.
E)Other media cannot be integrated with the Web site.
F)Making a Web site work and having one work successfully is the same thing.

Question 20

Brad is designing a website for his company.One of the company's objectives is maximizing communication.Brad will emphasize __________________ in his website
Design.

A)customization
B)links to other websites
C)technological superiority
D)sensual selectivity
E)all of the above

Question 21

One of the criticisms of paid search advertising is that it is:

A)ubiquitous
B)wasted monies because consumers would have gone to the advertiser's site anyway
C)used by the government in surveillance
D)only available to large companies
E)all of the above

Question 22

One of the criticisms of behavioral targeting is:

A)the potential for deception
B)wasted monies because consumers would have gone to the advertiser's site anyway
C)is can be used by the government in surveillance
D)it is only available to large companies with huge advertising budgets
E)cookies can cause indigestion

Question 23

______________ dominates the paid search advertising market.

A) Netscape
B) GoArmy.gov
C) Google
D) Yahoo
E) Microsoft

Question 24

One of the most used forms of advertising on the Internet is:

A)click-through
B)URL
C)paid search
D)surf button
E)interconnect

Question 25

Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games. On the Funster.com Web site is a(n) _____ to Amazon.com where you can buy books that improve your word game skills.

A) click-through
B) URL
C) link
D) surf button
E) interconnect

Question 26

If,when Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a ___________ to target Internet users interested in their products.

A)interconnect
B)URL
C)portal
D)surf button
E)paid search

Question 27

The Weather Channel provides dollars in return for its name association with www.iwon.com, an Internet portal. The Weather Channel also contributes weather information to the site. What method for advertising on the Internet does the Weather Channel use?

A) interstitial
B) a regular sponsorship
C) push technology
D) pop-unders
E) content sponsorship

Question 28

If you go to the HYPERLINK "http://www.aboutus.org/GirlsOn.com" is using:
A.a button
B.a banner
a regular sponsorship
C. a regular sponsorship
D.an interstitial
E.push technology

Question 29

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:

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

Question 30

Kendra works for an environmental company that consults with governments and provides them with information necessary to revitalize damaged environments.Every morning when she logs onto her computer,she finds articles on the latest research on environmentally friendly technology,such as cola-powered cars.Advertisers of similar products appear as banner ads on Kendra's computer.This is an example of:

A)sales promotions
B)push technology
C)Webscrolling
D)SPAM
E)direct selling

Question 31

The most common form of advertising on the Web is:

A)pop-ups
B)interstitials
C)banners
D)links
E)sponsorships

Question 32

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.

A)paid search
B)URL
C)portal
D)surf button
E)interconnect

Question 33

Which of the following statements about how the Internet has changed marketing is true?

A)The Internet cannot be used to create a strong brand image.
B)The use of the Internet has led to a moratorium on building retail stores.
C)E-commerce on the Internet has replaced in-person shopping.
D)Internet both complements and relies on other media in an effective IMC program.
E)The Internet is not effective in an integrated marketing communications program.

Question 34

At the Web site for Ivillage.com, there is an ad that stretches across the top of the page for Clinique cosmetics. If you click on the ad, it will take you to the Clinique Web site where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web site is an example of a(n):

A) interstitial
B) banner
C) pop-up
D) sponsorship
E) CPC

Question 35

_____ allow companies to push a message to a consumer rather than wait for them to find it.

A)Webcasting technologies
B)Webscrolls
C)Interstitials
D)Internet contests
E)Site buttons

Question 36

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

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

Question 37

After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site,he closed the file.Then he saw on his screen an ad that invited him to subscribe to the magazine.This ad was an example of:

A)content sponsorship
B)a pop-up
C)push technology
D)functional sponsorship
E)a pop-under

Question 38

While Ginger waited for iVillage.com's apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen. The Nordstrom's ad is an example of:

A) content sponsorship
B) a pop-up
C) push technology
D) functional sponsorship
E) a pop-under

Question 39

______________ are ads that appear on your computer screen while you are waiting to download content from the site?

A)Pop-unders
B)Surround sounds
C)Interstitials
D)Skyscrapers
E)Floating ads

Question 40

There are many topics of interest on the Web site called www.GirlsOn.com, but Abby is only interested in current movies and books, and Ruby only wants to read about what's new in clothes and make-up. Both have downloaded screensavers from the GirlsOn site and specified the kind of information they are most interested in viewing. This is an example of:

A) personalized webcasting
B) SPAM
C) content-specific e-mail
D) individualized advertising
E) individualized pull technology

Question 41

Which of the following statements about e-commerce is true?

A)Consumers buy more on the Internet than businesses.
B)Consumers sales over the Internet are only a fraction of business-to-business sales.
C)Research indicates interest in e-commerce has peaked and will begin a steady decline.
D)Consumers do not purchase automobiles over the Internet.
E)All of the above statements about e-commerce are true.

Question 42

To get retail florists to use its Web site for ordering shop supplies,an Internet seller enters every retailer who places an order during a specified period of time in a sweepstakes.The winner of the sweepstakes receives a $1,000 check and gets his or her picture in the next issue of the trade's leading journal.The sweepstakes is promoted in several trade journals aimed at those in the floral business.This is an example of how the Internet can be used in combination with _____ in an integrated marketing communications program.

A)publicity and sales promotion
B)personal selling,publicity,sales promotion,and advertising
C)trade promotion and advertising
D)sales promotion,advertising,and public relations
E)advertising,consumer promotion,and personal selling

Question 43

Which of the following statements about personal selling and the Internet is true?

A)The Internet is quite effective at enhancing and supporting sales efforts.
B)The Internet can be used to stimulate trial purchases by customers who cannot be efficiently reached by personal selling efforts.
C)The Internet has led to some cutbacks in existing sales personnel.
D)Visitors to a company's Web site can become valuable leads for the firm's salespeople.
E)All of the above statements about personal selling and the Internet are true.

Question 44

Yesterday when Eli checked his e-mail,he had an offer to buy software that would make it easier for him to file his income tax next year.This e-mail offer is an example of how the Internet and _____ can complement each other.

A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)interconnects

Question 45

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com?

A) direct marketing
B) personal selling
C) television advertising
D) public relations
E) sales promotions

Question 46

One of the amazing aspects of rich media advertising is:

A)the lack of concern among consumers
B)enthusiasm with which traditional marketers have embraced the medium
C)how accepting consumers are of the medium
D)the rapid evolution of new advertising alternatives
E)none of the above

Question 47

The increasing use of broadband among Internet users has increased the use of ______________ advertising.

A)behavioral
B)advertising allowance
C)rich media
D)video substitution
E)sub-textual

Question 48

When Dakota checked her e-mail after returning from a week's trip,she found had 53 e-mails and only two contained information she needed.The rest were unwanted and unrequested and examples of:

A)mistargted e-mail
B)electronic commercial messages
C)SPAM
D)interconnects
E)interstitials

Question 49

_____ tool.

A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)advertising

Question 50

_____ tool.

A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)advertising

Question 51

Which of the following is NOT one of the types of rich media being used by advertisers?

A)web billboards
B)online commercials
C)webisodes
D)video on demand
E)interactive banner ads

Question 52

_________ organize and format Web-based content in a standard way,sending out notification whenever new material is available.

A)Blogs
B)Vlogs
C)Podcasts
D)Really Simple Syndication
E)none of the above

Question 53

Nevada Bob's Golf company want to place ads on websites providing information about golf and golf products.Nevada Bob's want use:

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

Question 54

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

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

Question 55

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 can perform which promotional activity?

A) direct marketing
B) personal selling
C) television advertising
D) public relations
E) sales promotions

Question 56

Podcasts are being used by advertisers to reach:

A)older viewers
B)international markets
C)young listeners
D)baby boomers
E)none of the above

Question 57

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

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 58

E-commerce is _____ on the Internet.

A)indirect distribution
B)integrated marketing commerce
C)direct sales
D)personal selling
E)b-to-b sales

Question 59

are concerned about is:

A)will impersonal communications replace personal communications?
B)is there sufficient editorial depth needed to overcome consumer objections?
C)will the government censor sites critical of their administration?
D)is it real or a craftily created commercial?
E)all of the above

Question 60

Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments.To enter sweepstakes,consumers had to visit Buick's site.Buick used which promotional mix element on the Internet?

A)direct marketing
B)personal selling
C)television advertising
D)public relations
E)sales promotions

Question 61

Which of the following methods has been employed in an attempt to measure advertising effectiveness on the Web?

A)page impressions
B)clicks
C)unique measurement (browsers,visitors,and users)
D)ad impressions
E)all of the above

Question 62

A Web site operator that wanted to use online measuring could use:

A)tracking
B)sales figures
C)online surveys
D)retention and recall tests
E)all of the above

Question 63

Which of the following has been cited as an advantage associated with using the Internet?

A)its ability to specifically target market
B)interactive capabilities of the medium
C)information access
D)potential for creativity
E)all of the above

Question 64

For many users of the Internet,the length of time it takes to download a site to increase dramatically creates __________.Some people refuse to visit a site if it takes what they determine to be an inordinate amount of time to download.

A)backup
B)annoyance
C)computer real time
D)the Internet traffic jam
E)Web entanglement

Question 65

Which of the following is NOT one of the reasons the Internet has been called the Wild Wild West?

A)invasion of privacy
B)blog rumors
C)click fraud
D)Really Simple Syndication
E)paid brand advocates Ethical Perspective 15-1

Question 66

A Web site operator that wanted to collect information on how a site user navigated the site and which parts of the site were the most popular could use:

A)page impressions
B)clicks
C)unique measurement (browsers,visitors,and users)
D)ad impressions
E)all of the above

Question 67

For advertisers the Internet has been called the Wild Wild West because:

A)most of the Internet companies are located in the western part of the United States
B)there are little or no rules
C)so many head-to-head battles have occurred in the Internet industry
D)strategic marketing can be practiced with a winner-take-all showdown
E)the themes of western movies are easily transferred to Internet advertising Ethical Perspective 15-1

Question 68

Which of the following has been cited as an advantage associated with using the Internet?

A)excellent reach
B)annoyance
C)low costs
D)ability to tailor message to target market
E)little potential for creativity

Question 69

Some marketers believe the Internet will eventually replace traditional forms of advertising.Others disagree.Which of the following weaknesses of the Internet would support those who disagree?

A)lack of reliability of the research numbers generated
B)its inability to provide in-depth information
C)its inability to offer sight and sound
D)its lack of sales potential
E)all of the above

Question 70

Interactive TV,interactive CD-ROMs,kiosks,and interactive phones:

A)are viewed by businesses as breeches of consumer rights to privacy
B)can be used as contributors to an IMC program
C)cannot be linked with traditional advertising media
D)will replace the Internet in most IMC programs
E)are not viewed as being viable elements within a well-designed IMC program

Question 71

Which of the following has been cited as a disadvantage associated with using the Internet?

A)inability to use message tailoring
B)lack of sales potential
C)costs
D)poor reach
E)all of the above

Question 72

Which of the following has been cited as a disadvantage associated with using the Internet?

A)clutter
B)downloading speed
C)inability to pinpoint audience characteristics
D)difficulty with measuring its communication effectiveness
E)all of the above

Question 73

Which of the following has been cited as an advantage associated with using the Internet?

A)high reach
B)low costs
C)annoyance
D)lack of sales potential
E)none of the above

Question 74

Which of the following is a source of measurement data for a Web site operator or a business that is interested in setting up a Web site?

A)Interactive Advertising Bureau
B)Arbitron
C)eMarketer
D)MRI and SMRB
E)all of the above

Question 75

Which of the following methods of measuring effectiveness of advertising on the Web has become the universally accepted method adopted by ad agencies?

A)hits
B)clicks
C)impressions/page views
D)click-through rate
E)none of the above

Question 76

Adoption of _____________ technology in Asia has outpaced that in the United States but based on the experience of marketers in other parts of the world it is becoming part of many company's IMC program.

A)land-line
B)outsourcing
C)rapid dissemination
D)wireless
E)seamless statistical