Exam 4: Marketing on the Web

Web site designers can specify additional key words in the pages that are hidden from the view of Web site visitors but are visible to spiders.

Companies have traditionally used _____ appeals in their advertising and promotion efforts to establish and maintain brands.

A subtle way for advertisers to promote their product, services or brands is through.

The _____ is a not-for-profit organization that promotes the use of Internet advertising and encourages effective Internet advertising.

Some Web pages have banner ads that continue to load and reload as long as the page is open in the visitor's Web browser.Each time the banner ad loads is a(n) _____.

Online and offline customer contact points are often called _____.

Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.

The total amount of money that a site spends, on average, to induce one visitor to make a purchase, sign up for a subscription, or register is called the _____.

A(n) _____ is a banner ad that is designed to span the top or bottom of a Web page.

Branded products are difficult to advertise and promote.

A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic that includes a link to the advertiser's Web site.

According to the six behavior-based categories of Web visitors, _____ are visitors whose online objective is to stay in touch with others through chat rooms, discussion boards, and social networking websites.

Media selection can be critical for an online-only firm because it does not have a physical presence.

Customers who have completed several transactions and are aware of a company's policies regarding returns, credits, and pricing flexibility are in the _____ stage of their relationship with the company.

A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products and services.

In cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n) _____ company.

The information that a Web site can gather about its visitors is called a _____.

Each page loaded by a visitor to a Web site counts as a(n) _____.

The highly customized approach to offering products and services that match the needs of a particular customer is called _____.

On social media Web sites, followers of a particular company's discussion activity are called _____.