Exam 14: Media Planning: Advertising and Ibp in Digitalinteractive Media

A surfboard manufacturer advertises its boards via banner ads on various blogs and magazine sites featuring extreme sports and water adventures.Its marketing manager sees that the ads may be working, because one site is getting a very high hit rate.He also understands that hit rates

In the ever-changing world of digital/interactive media, the next evolution looming on the horizon is

Creating an e-community for a brand capitalizes on the Internet's ability to

Web analytic software not only tracks traffic to a site, but tracks traffic within the site as well.

Scenario 14-4 Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.Optima has set a goal of 9 percent from Internet sales by the end of next year. -(Scenario 14-4) The marketers at Visualizers talk to Optima about banner ads that have created problems in the online marketplace.They point to a common problem when banner ads are placed on other firms' websites.What is it?

Through ____, the Internet is currently the only mass medium capable of customizing a message for thousands or millions of receivers.

Despite its massive growth and popularity, the Internet will not replace all other forms of advertising, and, most likely, will not become the main method of advertising for the world's biggest spenders.

For all that the Internet fundamentally is-a depository for almost limitless information, an email delivery system, an entertainment medium-it has exploded and become so much more in the last few years.One word tells us why.What is that word?

A marketer can track where users go on her company's commercial website.She can find out what information is viewed, when it is viewed, and how often it is viewed.This is all possible due to her access to

Which type of Internet advertising is now the most prominent?

Many companies offer measurement services for interactive media, but there is no real industry standard for measuring the effectiveness of one interactive ad placement compared to another.

An advertiser for a weight-loss product decides to use paid search.This means that it

What companies became the first Internet service providers in 1994, with the idea of sending standard TV commercials in a new way?

Currently, the Internet is being accessed worldwide by about 1.7 billion users.

Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple music websites, take a cybertour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get down to work. -(Scenario 14-2) In running keyword searches using Google, you took part in a common practice.In one month, Americans conduct more than ____ such searches, and ____ of those are conducted on Google.

Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple music websites, take a cybertour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get down to work. -(Scenario 14-2) The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels.Part of the site is devoted to a full catalog listing all of the company's titles currently in print, and other parts offer interactive activities, musings of well-known writers, and mysteries to solve.This is an example of a

It may seem strange to think of our own email or a website we visit as "media," but they are ways to reach us as consumers, so that's how advertisers view them.

Though some sites have been successful with this, attempts at requiring registration have been largely rejected by consumers due to privacy concerns.

Scenario 14-4 Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.Optima has set a goal of 9 percent from Internet sales by the end of next year. -(Scenario 14-4) Visualizers tells Optima managers that the first step in fostering Internet sales is to publish extensive product data, specifications, prices, and nationwide retail outlets carrying its products.This most likely means that Optima should set up a

Which up-and-coming technology offers a consumer "private hot spots" of wireless access virtually anywhere?