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

Portals come in many forms-they can be

____ are the starting points for Internet exploring and searching.

Academic research indicates that adding animation to an online ad increases the level of click-through, recall, and favorability.This is particularly good news for which type of digital/interactive media?

A savvy Internet marketer has tried a number of measurement methods over the years, finding many to be inaccurate or misleading.He has now found the best way to measure the effectiveness of his clients' Web ads.He is probably relying on

Digital/interactive media advertising and promotion will not likely become the "lead tool" in IBP campaigns very soon, especially when measured by dollars spent.

A relatively new technology that has advertising potential is the widget, a module of software that accesses a "featured store" with specials or sales, available to consumers via a simple click-through.

Scenario 14-1 When the social networking/gaming website Foursquare launched in 2009, it was only accessible to residents in 100 U.S.cities. One year later, an updated version of the service allows check-ins from locations all over the world and has over 500,000 users internationally. The site, which allows registered users to connect with friends and update their location, receives over one million check-ins per week. When users visit a particular store, their profile is automatically updated and they can share feelings about favorable experiences (or unfavorable ones). The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity. -(Scenario 14-1) One way to find this site as well as related businesses is to go to Bing and look under "social networking sites." Technically, Bing is a(n)

The two main forms of digital/interactive media used by consumers are email and the World Wide Web.

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) When you were reading the editorials on the magazine site, you were so glad you were no longer interrupted by annoying ads.Due to widespread annoyance with these online distractions, many service providers like yours now offer blockers that greatly reduce an advertiser's ability to get ____ onto a user's screen.

____ is an innovative company that already has the technology and services in place for advertisers to beam messages to an individual's mobile device when passing a restaurant, entering a mall, or walking by a retail store.

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) When you visited the restaurant site, the marketers were able to collect some information about you and your buying habits.How were they doing this?

Which company, while providing measurement and evaluation services for digital/interactive media, also calculates the top 1 million most-visited websites, all for free?

On its website, the Crayola company has managed to avoid the biggest failing of corporate sites.This is because it

Though commercial websites can cost millions to develop, launch, and maintain, such big dollars are not absolutely necessary to have a successful site.

Online brand communities behave much like communities in the traditional sense, complete with their own cultures, rituals, and traditions.

A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books, sales, and special incentives to his email address.This is referred to as viral marketing.

An Internet user goes to a large portal, types in a few key words, then receives a list of websites that may be of interest.Generally, the higher a site appears on the list, the more likely the user will visit that sight, so advertisers want to be affiliated with those sites that show up first.Which concept does this describe?

Uninvited commercial messages sent to electronic mailing lists, Usenet groups, and other combinations of email addresses are known as spam.