Exam 13: Digital Media

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

In the days before the Internet, people purchased volumes of reference books, such as atlases and encyclopedias, or visited public libraries to find general information about a broad range of topics. Which of the following websites fulfills a similar purpose today?

Explain the concept of stickiness and why it is important to the success of a website.

When Scentsation introduced a new air freshener, the company sent e-mails to people asking for referrals. People referring five friends to the company's promotional website received free merchandise and were entered into a sweepstakes to win a year's supply of the product. Explain what this technique is and why marketers use it.

Refer to the scenario below to answer the questions that follow. Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site. -Bob and Larry wanted to develop a groundswell of marketplace demand for their store, so they used e-mail to circulate a message among all of their family, friends, and customers for whom they had e-mail addresses. What type of marketing is this?

Mindy understands what is meant by the term Internet advertising, but she's not really sure how that is different from the term e-business. Explain the concept of e-business and how it is different from Internet advertising.

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

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

Your friend Mitch doesn't really understand all that a business can do through e-business. Which of the following applications would you NOT include in your explanation of e-business to your friend?

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

Briefly compare and contrast blogs and Twitter.

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

A URL is not part of the Internet.

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

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

Refer to the following passage to answer the questions that follow. Talbots is a women's clothing store that sells only Talbots brand clothing. The style is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through the company's transactional website, and management is interested in getting more traffic to the site as well as using alternative media to reach the target market. -Talbots wants to increase its Internet advertising. Name and describe three of the six types of Internet advertising available.

Explain how the Internet audience is measured and what advertisers' concerns are surrounding those measures.

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.

The Internet is an international medium with virtually no barriers for international marketers and their advertising.

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.