Question 1

Explain why advertisers are interested in social games and virtual communities, such as FarmVille and Second Life.

Accepted Answer

Social games and virtual communities off

Question 2

Explain the importance of C2C marketing online.

Accepted Answer

C2C marketing stands for consumer-to-con

Question 3

Target sells products in its retail stores nationwide, but the company also sells a significant percentage of its products through the Target website. Target is an example of a ________ business.

Accepted Answer

A) re-commerce 
B) do-it-yourself 
C) B2B 
D) clicks and bricks 
E) person-to-person 
A) re-commerce 
B) do-it-yourself 
C) B2B 
D) clicks and bricks 
E) person-to-person

Question 4

Jim was looking for information on jet skis because he was interested in buying one. He went to the Internet and "googled" the key words jet skis. Several results were returned, and he noticed that there were several "sponsored links" to businesses selling jet skis and accessory items along the top and right side of the search results page. In fact, "Honda Jet Ski Deals" was in blue along the top, and when Jim clicked on it, it took him to Honda Motorcycle's website where he could get more information on Honda jet ski products. What is Google, and how do marketers get these "sponsored links" on the results pages?

Accepted Answer

Google, Yahoo!, and Ask.com are Internet

Question 5

Headline ads are small ads on other Web pages on which people can click to move to the advertised web site.

Accepted Answer

A) True 
 B)False

Question 6

The primary purpose of online advertising is to provide a brand reminder message.

Accepted Answer

A) True 
 B)False

Question 7

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products.

Accepted Answer

A) True 
 B)False

Question 8

The growth of the Internet caused many brick-and-mortar firms operating only offline to ________ in response to customer demands and a changing marketplace.

Accepted Answer

A) become click-only firms 
B) send out more catalogs 
C) become click-and-mortar firms 
D) develop more infomercials 
E) expand their outside sales forces 
A) become click-only firms 
B) send out more catalogs 
C) become click-and-mortar firms 
D) develop more infomercials 
E) expand their outside sales forces

Question 9

If an Internet user doesn't have a specific website address, the user can type in a link and a search engine will seek out all sites that provide information on the topic.

Accepted Answer

A) True 
 B)False

Question 10

Explain how the introduction of Hulu.com has affected network and cable TV.

Accepted Answer

Hulu.com is the popular Internet streami

Question 11

A practice designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product is called viral marketing.

Accepted Answer

A) True 
 B)False

Question 12

Members of which demographic group spend more time online than any other age group?

Accepted Answer

A) men age 25 to 54 
B) women age 25 to 54 
C) teens 
D) men and women more than 65 years old 
E) men age 25 to 34 
A) men age 25 to 54 
B) women age 25 to 54 
C) teens 
D) men and women more than 65 years old 
E) men age 25 to 34

Question 13

Search marketing refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT an advantage of Internet advertising?

Accepted Answer

A) relatively inexpensive 
B) reaches out to people who don't engage in traditional media 
C) customization and personalization of messages 
D) sales leads or actual sales for B2B advertisers 
E) reaches all demographics equally 
A) relatively inexpensive 
B) reaches out to people who don't engage in traditional media 
C) customization and personalization of messages 
D) sales leads or actual sales for B2B advertisers 
E) reaches all demographics equally

Question 15

Several businesses are using the Internet to expand internationally. Name and describe two barriers the Web faces as an international marketing and advertising medium.

Accepted Answer

The Web is an international marketing an

Question 16

Chat rooms are sites located online, sometimes as part of an organization's website, but sometimes completely independent of any company, where groups of people with a special interest can contact one another and exchange their opinions and experiences.

Accepted Answer

A) True 
 B)False

Question 17

________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

Accepted Answer

A) Search marketing 
B) Search placement 
C) Ad selecting 
D) Social marketing 
E) Micro-blogging 
A) Search marketing 
B) Search placement 
C) Ad selecting 
D) Social marketing 
E) Micro-blogging

Question 18

________ refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

Accepted Answer

A) Search marketing 
B) Direct marketing 
C) Niche marketing 
D) Social media marketing 
E) Community marketing 
A) Search marketing 
B) Direct marketing 
C) Niche marketing 
D) Social media marketing 
E) Community marketing

Question 19

What do companies post on their websites detailing how or whether the site is collecting data on its visitors and how that data are used?

Accepted Answer

A) privacy policy 
B) cookies 
C) disclaimers 
D) blogs 
E) message boards 
A) privacy policy 
B) cookies 
C) disclaimers 
D) blogs 
E) message boards

Question 20

The major concern advertisers have about the Internet audience and its measurement is that not enough consumers have access to it.

Accepted Answer

A) True 
 B)False

Explain why advertisers are interested in social games and virtual communities, such as FarmVille and Second Life.

Explain the importance of C2C marketing online.

Target sells products in its retail stores nationwide, but the company also sells a significant percentage of its products through the Target website. Target is an example of a ________ business.

Headline ads are small ads on other Web pages on which people can click to move to the advertised web site.

The primary purpose of online advertising is to provide a brand reminder message.

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products.

The growth of the Internet caused many brick-and-mortar firms operating only offline to ________ in response to customer demands and a changing marketplace.

If an Internet user doesn't have a specific website address, the user can type in a link and a search engine will seek out all sites that provide information on the topic.

Explain how the introduction of Hulu.com has affected network and cable TV.

A practice designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product is called viral marketing.

Members of which demographic group spend more time online than any other age group?

Search marketing refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

Which of the following is NOT an advantage of Internet advertising?

Several businesses are using the Internet to expand internationally. Name and describe two barriers the Web faces as an international marketing and advertising medium.

Chat rooms are sites located online, sometimes as part of an organization's website, but sometimes completely independent of any company, where groups of people with a special interest can contact one another and exchange their opinions and experiences.

________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

________ refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

What do companies post on their websites detailing how or whether the site is collecting data on its visitors and how that data are used?

The major concern advertisers have about the Internet audience and its measurement is that not enough consumers have access to it.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 13: Digital Media

Explain why advertisers are interested in social games and virtual communities, such as FarmVille and Second Life.

Explain the importance of C2C marketing online.

Target sells products in its retail stores nationwide, but the company also sells a significant percentage of its products through the Target website. Target is an example of a ________ business.

Headline ads are small ads on other Web pages on which people can click to move to the advertised web site.

The primary purpose of online advertising is to provide a brand reminder message.

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products.

The growth of the Internet caused many brick-and-mortar firms operating only offline to ________ in response to customer demands and a changing marketplace.

If an Internet user doesn't have a specific website address, the user can type in a link and a search engine will seek out all sites that provide information on the topic.

Explain how the introduction of Hulu.com has affected network and cable TV.

A practice designed to deliver a groundswell of opinion, buzz, or marketplace demand for a product is called viral marketing.

Members of which demographic group spend more time online than any other age group?

Search marketing refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

Which of the following is NOT an advantage of Internet advertising?

Several businesses are using the Internet to expand internationally. Name and describe two barriers the Web faces as an international marketing and advertising medium.

Chat rooms are sites located online, sometimes as part of an organization's website, but sometimes completely independent of any company, where groups of people with a special interest can contact one another and exchange their opinions and experiences.

________ describes an approach to marketing that uses advertising driven by keywords that consumers use to search for information.

________ refers to the use of blogs, linked social networks, and online communities to build relationships with customers.

What do companies post on their websites detailing how or whether the site is collecting data on its visitors and how that data are used?

The major concern advertisers have about the Internet audience and its measurement is that not enough consumers have access to it.

The New World of Marketing Communication

Integrated Brand Communication

Brand Communication and Society

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters