Exam 9: The Internet

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.

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

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.

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

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

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

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

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?

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

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.

The measurement of Web audience that is the least accurate is

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"?

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

"Widgets" are

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

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.

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.

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

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

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