Exam 9: The Internet

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"?

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

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.

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

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?

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.

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

Web analytic software

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?

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

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

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.

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"?

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.