Exam 9: The Internet

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

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 ____.

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

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

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?

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"?

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?

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

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

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.

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?

Usenet is a collection of advertisements on the Internet.

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

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?

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

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

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.

One of the advantages of advertising on the Internet is:

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

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?