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Chapter 15 - The Internet and Interactive Media

Chapter 15

The Internet and Interactive Media

True / False Questions

1. Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of information. True False

2. Internet offers consumers the opportunity to provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others. True False

3. When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image. True False

4. Developing and maintaining a successful website require significant time and effort. True False

5. Web sites do not serve as powerful tools for developing a brand image, sampling, loyalty, and even generating sales. True False

6. Internet is both a communications as well as a direct response medium. True False

7. Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce. True False

8. Internet serves as the most effective tools for creating awareness of the organization and its products especially in case of large companies. True False

9. Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media. True False

10. It is not easy to create a brand image on the Internet. True False

11. Web sites that offer samples, promotions, and sweepstakes designed to encourage trial. True False

12. Companies could make use of both ‘brick and mortar stores' as well as Internet for generating sales. True False

13. Web 1.0 ended with the ‘bursting of the dot com bubble'. True False

14. Facebook, Twitter, and other such interactive social networking sites form a part of the Web 1.0 era. True False

15. Pop-ups are usually smaller than banner ads. True False

16. Advertisements that appear in form on small creatures on the screen while one accesses certain websites are known as pop-ups. True False

17. Ronnie is most likely to come across an interstitial while he is waiting for his favourite soap to download. True False

18. In case of search engine advertising, advertisers pay only when a consumer clicks on their ad or link from a search engine page. True False

19. A hotel advertiser who places an ad on the travel booking website is making use of contextual advertising. True False

20. Television commercials that appear on the Internet or are specifically designed for the Internet are known as online commercials. True False

21. Blogs, on the Internet, are the most expensive way to reach large audiences. True False

22. All of the methods used to measure Internet activity and effectiveness are accurate. True False

23. Behavior tracking, on the Internet, helps in tailoring the message to appeal to the specific needs and wants of the target audience. True False

24. One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated. True False

25. The largest growing mediums in the United States are mobile and the Internet. True False

26. Adoption of wireless technology in Asia has outpaced that in the United States. True False

Multiple Choice Questions

27. Which of the following statements is true about the Internet? A. Internet is interactive. B. Internet allows for a one-way flow. C. The increase in low speed internet connections has led users to spend more time online. D. Internet is a unidirectional medium. E. Internet allows consumer to control the messages but does not allow them to provide their own content.

28. When major corporations first began to conduct business on the Internet, they put up Web sites primarily for: A. information purposes. B. creating brand awareness. C. increasing interest. D. inducing trial. E. increasing sales.

29. _____ is the place where providers make information available to users of the Internet. A. Computer B. Interstitials C. Web site D. Links E. E-commerce

30. Naomi has a small consulting business. She wants to use her Web site to provide background about her company's qualifications and answer frequently asked questions. Naomi will design her website with the primary objective of: A. brand image. B. allowing customer sampling. C. providing information. D. handling objections. E. inducing trial.

31. What was the primary objective marketers sought when they first employed the Internet as a communications tool? A. To sell their product B. To stimulate repurchase of their product C. To level the competitive playing field D. To disseminate information E. To create a competitive advantage

32. Which of the following is difficult to achieve through the Internet? A. Creating awareness B. Generating interest C. Disseminating information D. Creating an image E. Creating a strong brand

33. iTunes.com allows for a "sampling" of songs before you purchase in order to: A. disseminate information. B. create awareness. C. build an image. D. create a strong brand. E. stimulate trial.

34. Which of the following statements about the role of the Web site is true? A. Web sites are only used to disseminate information. B. A Web site is the place where a provider makes information available to users of the Internet. C. The maintenance of a Web site requires very little time and effort. D. Other media cannot be integrated with the Web site. E. Making a Web site work and having one work successfully is the same thing.

35. Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle? A. To create a sustainable competitive advantage B. To implement a diversification strategy C. To create a strong brand D. To prevent a price war E. To create a target market

36. Cheerwine is a cherry-flavored cola. A visit to its Web site shows consumers where the regional cola can be purchased, offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand, a selection of recipes using Cheerwine, and links to the Cheerwine NASCAR site. From this information, which of the following communications objective does this site have? A. To generate interest in Cheerwine B. To create disintermediation C. To serve as a point-of-purchase display D. To replace traditional advertising E. To disseminate information to nonusers

37. CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to: A. create a sustainable competitive advantage. B. create an image. C. disseminate information. D. replace advertising in trade journals. E. prevent price wars.

38. Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium. A. disseminate information B. provide current price lists C. create viable links to suppliers and other sites of interest to users D. overcome buying center barriers E. create an image

39. The manufacturer of ‘Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site. In this case, the communications objective for the Web site was to: A. disseminate information. B. create a route for disintermediation. C. create an e-commerce site. D. stimulate trial. E. create a brand image.

40. Direct selling of goods and services on the Internet is known as: A. direct response advertising. B. consumer-to-consumer selling. C. business-to-business selling. D. e-commerce. E. blogging.

41. E-commerce is _____ on the Internet. A. indirect distribution B. integrated marketing commerce C. direct sales D. personal selling E. business-to-business sales

42. _____ is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble". A. E-commerce B. B2B selling C. Web 1.0 D. Web 2.0 E. Interstitial

43. Which of the following statements is true about Web 1.0? A. It started with the ‘bursting of the dot-com bubble'. B. It consists mainly of static sites. C. It provides for two-way flow of information. D. It has led to dramatic changes in the World Wide Web, with information provided by users as contributors. E. Web 2.0 users act as contributors in Web 1.0.

44. The most common form of advertising on the Web is: A. pop-ups. B. interstitials. C. banners. D. links. E. video sharing.

45. _____ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals. A. Links B. Pop-ups C. Interstitials D. Pop-unders E. Banner ads

46. Banner ads are also known as: A. interstitials. B. paid searches. C. pop-ups. D. side panels. E. links.

47. At the Web site for Ivillage.com, there is an ad that stretches across the top of the page for ‘Clinique' cosmetics. If you click on the ad, it will take you to the ‘Clinique' Web site where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web site is an example of a(n): A. interstitial. B. banner. C. pop-up. D. sponsorship. E. paid search.

48. _____ occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships

49. Regular sponsorship occurs when: A. the sponsor participates in providing the content. B. the sponsor approves the content of the site. C. a company pays to sponsor a section of the site. D. the sponsor contributes all or part of the content. E. advertisers pay only when a consumer clicks on their ad or link from a search engine page.

50. If you go to the GirlsOn.com Web site, you'll find a book section sponsored by Amazon.com. Amazon.com, the largest retailer of books on the Internet also has a similar arrangement with Dogpile.com, and at other computer search engine Web sites. Amazon.com is using: A. a button. B. a banner. C. a regular sponsorship. D. an interstitial. E. push technology.

51. The Weather Channel provides dollars in return for its name association with www.iwon.com, an Internet portal. The Weather Channel also contributes weather information to the site. What method for advertising on the Internet does the Weather Channel use? A. Interstitial B. A regular sponsorship C. Push technology D. Pop-unders E. Content sponsorship

52. While one uses the Internet, _____ are a small windows or a creatures of some sorts that appears on the screen in an attempt to get one's attention. A. pop-ups B. interstitials C. links D. banner ads E. blogs

53. _____ are ads that appear underneath the webpage and become visible only when the user leaves the site. A. Links B. Interstitials C. Banner ads D. Pop-unders E. Blogs

54. While Ginger waited for iVillage.com's apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen. The Nordstrom's ad is an example of: A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.

55. After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site, he closed the file. Then he saw on his screen an ad that invited him to subscribe to the magazine. This ad was an example of: A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.

56. _____ are ads that appear on your computer screen while you are waiting to download content from the site? A. Pop-unders B. Surround sounds C. Interstitials D. Skyscrapers E. Floating ads

57. Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games. On the Funster.com Web site is a(n) _____ to Amazon.com where you can buy books that improve your word game skills. A. click-through B. buffer C. link D. surf button E. interconnect

58. One of the most used forms of advertising on the Internet is: A. click-through. B. URL. C. paid search. D. surf button. E. interconnect.

59. Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. A. paid searches B. URLs C. portals D. surf buttons E. interconnects

60. When Internet visitors using Yahoo's search engine type in travel books, one of the advertisements they see is for Lonely Planet guides, Lonely Planet is using a(n) _____ to target Internet users interested in their products. A. interconnect B. URL C. portal D. surf button E. paid search

61. _____ dominates the paid search advertising market. A. Netscape B. GoArmy.gov C. Google D. Yahoo E. Microsoft

62. _____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting

63. _____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting

64. Advertisers which target consumers based on the website-surfing patterns are using: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

65. Nevada Bob's Golf company wants to place ads on websites providing information about golf and golf products. Nevada Bob's wants to use: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

66. Advertisers which target their advertising based on the information provided on web pages are using: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

67. Advertisers who target their ads based on the content of the webpage are using: A. rich media advertising. B. contextual advertising. C. content sponsorships. D. behavioral targeting. E. blogging.

68. _____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation." A. Interstitials B. Links C. Contextual ads D. Content sponsorships E. Rich media

69. _____ include all the content that is created in flash. A. Banner ads B. Links C. Interstitials D. Rich media E. Paid searches

70. _____ are short featured films in which companies create their own content to advertise their products. A. Online commercials B. Video on demand C. Blogs D. Webisodes E. Interstitials

71. The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A. Web 1.0 B. Web 2.0 C. paid search D. rich media E. E-commerce

72. _____ allow(s) users to share ideas, activities, events, and interests within their individual networks. A. Social networking sites B. Contextual advertising C. Behavioral targeting D. User-generated video sharing E. Podcasting

73. Facebook, Twitter, Friendster, and Bebo are examples of: A. blogs. B. wikis. C. Web 1.0. D. podcasting Web sites. E. social networking sites.

74. YouTube is an example of: A. social networking site. B. user generated video sharing Web site. C. podcast. D. blog. E. paid search engine.

75. _____ is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players. A. Paid search B. Interstitial C. Podcasting D. Blogging E. Contextual advertising

76. As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sites B. Really simple syndication C. User generated video sharing sites D. Blogs E. Podcasting

77. _____ organize and format Web-based content in a standard way, sending out notification whenever new material is available. A. Blogs B. Vlogs C. Podcasts D. Really Simple Syndication E. Links

78. _____ is a specification that uses XML to organize and format Web-based content in a standard way. A. Podcasting B. Blog C. Pop-up D. Really Simple Syndication E. Interstitial

79. ____, a common feature on various Web sites, allow users to share a piece of content by posting it to a news feed for dissemination to others. A. Blogs B. Podcasts C. Widgets D. QR codes E. Links

80. _____ is a term that applies to computer-simulated environments that can simulate places in the real world, as well as in imaginary worlds. A. Podcasting B. Virtual reality C. Blogging D. Webcasting E. Really simple syndication (RSS)

81. A _____ is a Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order. A. widget B. button C. link D. blog E. podcast

82. Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes, consumers had to visit Buick's site. Buick used which promotional mix element on the Internet? A. Direct marketing B. Personal selling C. Television advertising D. Public relations E. Sales promotions

83. Which element within the marketing mix would you expect to be most used by a Web site called www. winfreestuff.com? A. Direct marketing B. Personal selling C. Television advertising D. Public relations E. Sales promotions

84. A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www. GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons. The connecting of buyers and sellers is one way the Internet performs _____ activity. A. direct marketing B. personal selling C. television advertising D. public relations E. sales promotions

85. Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program? A. The Internet is not a good source of leads for a company's sales force. B. Customer service can only be provided by an actual person. C. One-to-one relationships can only be established by the salesperson and not on a computer. D. In a well-designed IMC program, the use of the Internet and personal selling should be complementary. E. A company's Web site cannot be expected to stimulate trial purchase; only salespeople can do this.

86. Recent press releases about what is going on in the company are available at the ArvinMeritor Web site. Anyone doing research on the company has access to these stories. In this way, ArvinMeritor uses the Internet as a(n) _____ tool. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

87. Good Mews is a no-cage, no-kill cat shelter that tries to care for and find homes for cats and kittens that have been abandoned by their owners. The non-profit group uses a Web site to show cats that are available for adoption, how cats are cared for at the shelter, and to spotlight various volunteers' efforts. This is an example of how the Internet can be used as a(n) _____ tool. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

88. When Eli checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. A. sales promotion B. personal selling C. direct marketing D. public relations E. interconnects

89. Less targeted and unwanted e-mails are referred to as: A. blogs. B. podcasts. C. webisodes. D. spams. E. buttons.

90. When Dakota checked her e-mail after returning from a week's trip, she found had 53 e-mails and only two contained information she needed. The rest were unwanted and unrequested, which are referred to as: A. mistargted e-mail. B. electronic commercial messages. C. spam. D. interconnects. E. interstitials.

91. Which of the following is a traditional method of measuring the effectiveness of the Internet? A. Unique visitors B. Post-click conversions C. View-through rate D. Webpage eye tracking E. Recall and retention

92. Which of the following is an Internet specific measure? A. Recall tests B. Retention tests C. Sales D. Return on investment (ROI) E. Cost per conversion

93. Which of the following statements is true about the Internet? A. A major advantage of the Web is the ability to target very specific groups of individuals. B. One major disadvantage of the Internet is that it leads to a lot of waste coverage. C. In the consumer market, the Internet resembles a combination trade magazine and trade show, as only those most interested in the products and/ or services a site has to offer will visit the site. D. The Internet does not offer to carry one-to-one marketing messages. E. One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.

94. Which of the following has been cited as an advantage associated with using the Internet? A. Prestige B. Annoyance C. Privacy D. Ability to tailor message to target market E. Reliability

95. Which of the following has been cited as an advantage associated with using the Internet? A. Privacy B. Reliability C. Annoyance D. Prestige E. Target marketing

96. Which of the following has been cited as a disadvantage associated with using the Internet? A. Inability to use message tailoring B. Lack of sales potential C. High costs D. Irritation E. Lack of creativity

97. Some marketers believe the Internet will eventually replace traditional forms of advertising. Others disagree. Which of the following weaknesses of the Internet would support those who disagree? A. Lack of reliability of the research numbers generated B. Its inability to provide in-depth information C. Its inability to offer sight and sound D. Its lack of sales potential E. Its lack of creativity

98. Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A. are viewed by businesses as breaches of consumer rights to privacy. B. can be used as contributors to an IMC program. C. cannot be linked with traditional advertising media. D. will replace the Internet in most IMC programs. E. are not viewed as being viable elements within a well-designed IMC program.

99. _____ allows the viewer of a television program to interact with the program and the ads, essentially merging television and the Internet. A. An interstitial B. A blog C. A podcast D. Interactive TV E. Virtual reality

100. No other medium is as personal or interactive and constantly with the viewer as is the: A. television. B. radio. C. cell phone. D. newspaper. E. direct mail.

Chapter 15 The Internet and Interactive Media Answer Key

True / False Questions

1. (p. 495-496) Like the other media, which are essentially unidirectional, the Internet also provides only for one way flow of information. FALSE

Unlike other media, which are essentially unidirectional and responsible for the content provided and products and services offered for sale, the Internet is interactive, allowing for a two-way flow.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Why the Rapid Adoption of the Internet?

2. (p. 496) Internet offers consumers the opportunity to provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others. TRUE

Internet is interactive, allowing for a two-way flow. Consumers not only control when and which messages and content they are exposed to, but now provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others.

3. (p. 496) When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image. FALSE

When major corporations first began to conduct business on the Internet, they put up websites primarily for information purposes and a one-way flow of information resulted.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Web Objectives

4. (p. 496) Developing and maintaining a successful website require significant time and effort. TRUE

Developing and maintaining a successful website require significant time and effort.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Developing and Maintaining a Website

5. (p. 497) Web sites do not serve as powerful tools for developing a brand image, sampling, loyalty, and even generating sales. FALSE

A Web site can range from a very simple source of information about the company and its products to a powerful tool for developing a brand image, sampling, loyalty, and even generating sales.

6. (p. 497) Internet is both a communications as well as a direct response medium. TRUE

Internet is actually a hybrid of media. In part, it is a communications medium. But for some it is also a direct-response medium, allowing the user to both purchase and sell products through e-commerce.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

7. (p. 497) Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce. FALSE

Internet is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. But for some it is also a direct-response medium, allowing the user to both purchase and sell products through e-commerce.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

8. (p. 497) Internet serves as the most effective tools for creating awareness of the organization and its products especially in case of large companies. FALSE

While a valuable tool for creating awareness—particularly for smaller companies that may have limited advertising budgets—the Internet is not likely to be the most effective of the IMC elements for achieving this objective for larger companies.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

9. (p. 498) Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media. FALSE

Information regarding requirements, specifications, submission dates, and so on, is disseminated more quickly, to more potential candidates, and at a much lower cost via the Net than it is through other media.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

10. (p. 498) It is not easy to create a brand image on the Internet. TRUE

One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet. While some of these companies have been successful, others have not fared as well and have come to realize that branding and image-creating strategies must be specifically adapted to this medium.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

11. (p. 498) Web sites that offer samples, promotions, and sweepstakes designed to encourage trial. TRUE

Often websites offer electronic coupons in an attempt to stimulate trial of their products. Others offer samples, promotions, and sweepstakes designed to encourage trial.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

12. (p. 499) Companies could make use of both ‘brick and mortar stores' as well as Internet for generating sales. TRUE

Many companies maintain their existing "brick and mortar" stores while also selling through the Internet.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: E-Commerce

13. (p. 499) Web 1.0 ended with the ‘bursting of the dot com bubble'. TRUE

Web 1.0 is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble".

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: The Internet and Integrated Marketing Communications

14. (p. 499) Facebook, Twitter, and other such interactive social networking sites form a part of the Web 1.0 era. FALSE

For the most part, Web 1.0 consisted mainly of static sites resulting in a one-way flow of communication.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: The Internet and Integrated Marketing Communications

15. (p. 501) Pop-ups are usually smaller than banner ads. FALSE

Pop-ups are usually larger than banner ads but smaller than a full screen.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

16. (p. 501) Advertisements that appear in form on small creatures on the screen while one accesses certain websites are known as pop-ups. TRUE

When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements are known as pop-ups, and they often appear when you access certain sites.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

17. (p. 501) Ronnie is most likely to come across an interstitial while he is waiting for his favourite soap to download. TRUE

Interstitials are ads that appear on your screen while you are waiting for a site's content to download.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

18. (p. 501) In case of search engine advertising, advertisers pay only when a consumer clicks on their ad or link from a search engine page. TRUE

One of the most used forms of advertising on the Internet is that of paid search, or search engine advertising, in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

19. (p. 503) A hotel advertiser who places an ad on the travel booking website is making use of contextual advertising. TRUE

Advertisers who target their ads based on the content of the webpage are using contextual advertising.

20. (p. 504) Television commercials that appear on the Internet or are specifically designed for the Internet are known as online commercials. TRUE

The equivalent of traditional television commercials, online commercials are appearing on the Net.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

21. (p. 507) Blogs, on the Internet, are the most expensive way to reach large audiences. FALSE

Some marketers are excited about the potential of blogs to reach large audiences at a small cost.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

22. (p. 511) All of the methods used to measure Internet activity and effectiveness are accurate. FALSE

Unfortunately, not all of the methods used to measure Internet activity and effectiveness are accurate.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-03 To understand how to evaluate the effectiveness of communications through the Internet. Topic: Audience Measures and Measures of Effectiveness

23. (p. 512) Behavior tracking, on the Internet, helps in tailoring the message to appeal to the specific needs and wants of the target audience. TRUE

As a result of precise targeting, messages can be designed to appeal to the specific needs and wants of the target audience, much of which comes from behavior tracking.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-04 To know the advantages and disadvantages of the Internet and interactive media. Topic: Advantages and Disadvantages of the Internet

24. (p. 513) One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated. TRUE

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.

25. (p. 515) The largest growing mediums in the United States are mobile and the Internet. TRUE

What's the fastest growing medium in the United States? If you said the Internet, you were close, but actually it is mobile.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-05 To examine the role of additional online media. Topic: Mobile

26. (p. 515) Adoption of wireless technology in Asia has outpaced that in the United States. TRUE

Adoption of wireless technology in Asia has outpaced that in the United States as it is common for Asian cell phone users to send e-mails, buy music, and surf the Web, all the while being exposed to banner ads, branded contests, and coupons.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-05 To examine the role of additional online media. Topic: Mobile

Multiple Choice Questions

27. (p. 495; 496) Which of the following statements is true about the Internet? A. Internet is interactive. B. Internet allows for a one-way flow. C. The increase in low speed internet connections has led users to spend more time online. D. Internet is a unidirectional medium. E. Internet allows consumer to control the messages but does not allow them to provide their own content.

Unlike other media, which are essentially unidirectional and responsible for the content provided and products and services offered for sale, the Internet is interactive, allowing for a two-way flow.

28. (p. 496) When major corporations first began to conduct business on the Internet, they put up Web sites primarily for: A. information purposes. B. creating brand awareness. C. increasing interest. D. inducing trial. E. increasing sales.

When major corporations first began to conduct business on the Internet, they put up websites primarily for information purposes and a one-way flow of information resulted.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Web Objectives

29. (p. 496) _____ is the place where providers make information available to users of the Internet. A. Computer B. Interstitials C. Web site D. Links E. E-commerce

Web site is the place where providers make information available to users of the Internet.

30. (p. 498) Naomi has a small consulting business. She wants to use her Web site to provide background about her company's qualifications and answer frequently asked questions. Naomi will design her website with the primary objective of: A. brand image. B. allowing customer sampling. C. providing information. D. handling objections. E. inducing trial.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

31. (p. 498) What was the primary objective marketers sought when they first employed the Internet as a communications tool? A. To sell their product B. To stimulate repurchase of their product C. To level the competitive playing field D. To disseminate information E. To create a competitive advantage

One of the primary objectives for using the Web is to provide in-depth information about a company's products and services.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

32. (p. 498) Which of the following is difficult to achieve through the Internet? A. Creating awareness B. Generating interest C. Disseminating information D. Creating an image E. Creating a strong brand

Interestingly, one of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

33. (p. 498) iTunes.com allows for a "sampling" of songs before you purchase in order to: A. disseminate information. B. create awareness. C. build an image. D. create a strong brand. E. stimulate trial.

Often websites offer electronic coupons in an attempt to stimulate trial of their products. Others offer samples, promotions, and sweepstakes designed to encourage trial.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

34. (p. 496) Which of the following statements about the role of the Web site is true? A. Web sites are only used to disseminate information. B. A Web site is the place where a provider makes information available to users of the Internet. C. The maintenance of a Web site requires very little time and effort. D. Other media cannot be integrated with the Web site. E. Making a Web site work and having one work successfully is the same thing.

Website is the place where providers make information available to users of the Internet.

35. (p. 498) Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle? A. To create a sustainable competitive advantage B. To implement a diversification strategy C. To create a strong brand D. To prevent a price war E. To create a target market

The Internet—as part of an integrated marketing communications program—can be a useful tool for branding.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

36. (p. 498) Cheerwine is a cherry-flavored cola. A visit to its Web site shows consumers where the regional cola can be purchased, offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand, a selection of recipes using Cheerwine, and links to the Cheerwine NASCAR site. From this information, which of the following communications objective does this site have? A. To generate interest in Cheerwine B. To create disintermediation C. To serve as a point-of-purchase display D. To replace traditional advertising E. To disseminate information to nonusers

Example: The Red Bull Web site provides information on events, photos, sports information, Red Bull TV, and more, giving visitors a reason to return. The objectives of these sites are simple: Create interest that will bring visitors back to learn more about the products—and, of course, to sell stuff.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

37. (p. 498) CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to: A. create a sustainable competitive advantage. B. create an image. C. disseminate information. D. replace advertising in trade journals. E. prevent price wars.

One of the primary objectives for using the Web is to provide in-depth information about a company's products and services. Information regarding requirements, specifications, submission dates, and so on, is disseminated more quickly, to more potential candidates, and at a much lower cost via the Net than it is through other media.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

38. (p. 498) Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium. A. disseminate information B. provide current price lists C. create viable links to suppliers and other sites of interest to users D. overcome buying center barriers E. create an image

While some of these companies have been successful, others have not fared as well and have come to realize that branding and image-creating strategies must be specifically adapted to this medium.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

39. (p. 498) The manufacturer of ‘Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site. In this case, the communications objective for the Web site was to: A. disseminate information. B. create a route for disintermediation. C. create an e-commerce site. D. stimulate trial. E. create a brand image.

Often websites offer electronic coupons in an attempt to stimulate trial of their products. Others offer samples, promotions, and sweepstakes designed to encourage trial.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: Communications Objectives

40. (p. 499) Direct selling of goods and services on the Internet is known as: A. direct response advertising. B. consumer-to-consumer selling. C. business-to-business selling. D. e-commerce. E. blogging.

The Internet also offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market. This direct selling of goods and services has been labeled e-commerce.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: E-Commerce

41. (p. 499) E-commerce is _____ on the Internet. A. indirect distribution B. integrated marketing commerce C. direct sales D. personal selling E. business-to-business sales

The direct selling of goods and services has been labeled e-commerce.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-01 To understand the role of the Internet and interactive media in an IMC program. Topic: E-Commerce

42. (p. 499) _____ is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble". A. E-commerce B. B2B selling C. Web 1.0 D. Web 2.0 E. Interstitial

Web 1.0 is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble".

43. (p. 499) Which of the following statements is true about Web 1.0? A. It started with the ‘bursting of the dot-com bubble'. B. It consists mainly of static sites. C. It provides for two-way flow of information. D. It has led to dramatic changes in the World Wide Web, with information provided by users as contributors. E. Web 2.0 users act as contributors in Web 1.0.

Web 1.0 consisted mainly of static sites resulting in a one-way flow of communication.

44. (p. 500) The most common form of advertising on the Web is: A. pop-ups. B. interstitials. C. banners. D. links. E. video sharing.

The most common form of advertising on the Web is banner ads.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

45. (p. 500) _____ may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals. A. Links B. Pop-ups C. Interstitials D. Pop-unders E. Banner ads

Banner ads may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

46. (p. 500) Banner ads are also known as: A. interstitials. B. paid searches. C. pop-ups. D. side panels. E. links.

Banner ads may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

47. (p. 500) At the Web site for Ivillage.com, there is an ad that stretches across the top of the page for ‘Clinique' cosmetics. If you click on the ad, it will take you to the ‘Clinique' Web site where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web site is an example of a(n): A. interstitial. B. banner. C. pop-up. D. sponsorship. E. paid search.

Banner ads may take on a variety of forms as well as a number of names such as side panels, skyscrapers, or verticals.

48. (p. 500) _____ occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships

Regular sponsorships occur when a company pays to sponsor a section of a site.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

49. (p. 500) Regular sponsorship occurs when: A. the sponsor participates in providing the content. B. the sponsor approves the content of the site. C. a company pays to sponsor a section of the site. D. the sponsor contributes all or part of the content. E. advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Regular sponsorships occur when a company pays to sponsor a section of a site.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

50. (p. 500) If you go to the GirlsOn.com Web site, you'll find a book section sponsored by Amazon.com. Amazon.com, the largest retailer of books on the Internet also has a similar arrangement with Dogpile.com, and at other computer search engine Web sites. Amazon.com is using: A. a button. B. a banner. C. a regular sponsorship. D. an interstitial. E. push technology.

Another common form of advertising is sponsorships. Regular sponsorships occur when a company pays to sponsor a section of a site.

51. (p. 500-501) The Weather Channel provides dollars in return for its name association with www.iwon.com, an Internet portal. The Weather Channel also contributes weather information to the site. What method for advertising on the Internet does the Weather Channel use? A. Interstitial B. A regular sponsorship C. Push technology D. Pop-unders E. Content sponsorship

Content sponsorship is one in which the sponsor not only provides dollars in return for name association but participates in providing the content itself. In some cases, the site is responsible for providing content and having it approved by the sponsor; in other instances, the sponsor may contribute all or part of the content.

52. (p. 501) While one uses the Internet, _____ are a small windows or a creatures of some sorts that appears on the screen in an attempt to get one's attention. A. pop-ups B. interstitials C. links D. banner ads E. blogs

When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements are known as pop-ups.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

53. (p. 501) _____ are ads that appear underneath the webpage and become visible only when the user leaves the site. A. Links B. Interstitials C. Banner ads D. Pop-unders E. Blogs

Pop-unders are ads that appear underneath the webpage and become visible only when the user leaves the site.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

54. (p. 501) While Ginger waited for iVillage.com's apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen. The Nordstrom's ad is an example of: A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.

55. (p. 501) After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site, he closed the file. Then he saw on his screen an ad that invited him to subscribe to the magazine. This ad was an example of: A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.

Pop-unders are ads that appear underneath the webpage and become visible only when the user leaves the site.

56. (p. 501) _____ are ads that appear on your computer screen while you are waiting to download content from the site? A. Pop-unders B. Surround sounds C. Interstitials D. Skyscrapers E. Floating ads

Interstitials are ads that appear on your screen while you are waiting for a site's content to download.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

57. (p. 501) Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games. On the Funster.com Web site is a(n) _____ to Amazon.com where you can buy books that improve your word game skills. A. click-through B. buffer C. link D. surf button E. interconnect

A visitor to one site may click on a link that provides additional information and/or related materials at another site.

58. (p. 501) One of the most used forms of advertising on the Internet is: A. click-through. B. URL. C. paid search. D. surf button. E. interconnect.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Topic: Advertising on the Internet

59. (p. 501) Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. A. paid searches B. URLs C. portals D. surf buttons E. interconnects

60. (p. 501) When Internet visitors using Yahoo's search engine type in travel books, one of the advertisements they see is for Lonely Planet guides, Lonely Planet is using a(n) _____ to target Internet users interested in their products. A. interconnect B. URL C. portal D. surf button E. paid search

61. (p. 501) _____ dominates the paid search advertising market. A. Netscape B. GoArmy.gov C. Google D. Yahoo E. Microsoft

While there are a number of search engines offering their services, Google is by far the dominant provider, accounting for two out of every three searches.

62. (p. 502) _____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting

Search engine optimization (SEO) is the process of improving the volume of traffic driven to one's site by a search engine through unpaid (organic) results as opposed to paid inclusions.

63. (p. 502) _____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting

Behavioral targeting is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made.

64. (p. 502) Advertisers which target consumers based on the website-surfing patterns are using: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

Behavioral targeting is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made.

65. (p. 502) Nevada Bob's Golf company wants to place ads on websites providing information about golf and golf products. Nevada Bob's wants to use: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

Behavioral targeting is based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or searches they have made.

66. (p. 503) Advertisers which target their advertising based on the information provided on web pages are using: A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. video substitution selection. E. contextual advertising.

Advertisers who target their ads based on the content of the webpage are using contextual advertising.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

67. (p. 503) Advertisers who target their ads based on the content of the webpage are using: A. rich media advertising. B. contextual advertising. C. content sponsorships. D. behavioral targeting. E. blogging.

Advertisers who target their ads based on the content of the webpage are using contextual advertising.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

68. (p. 503) _____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation." A. Interstitials B. Links C. Contextual ads D. Content sponsorships E. Rich media

Rich media, as defined by Wikipedia, are "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio and animation."

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

69. (p. 503) _____ include all the content that is created in flash. A. Banner ads B. Links C. Interstitials D. Rich media E. Paid searches

Rich media include all content that is created in flash.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

70. (p. 504) _____ are short featured films in which companies create their own content to advertise their products. A. Online commercials B. Video on demand C. Blogs D. Webisodes E. Interstitials

Short featured films created by the advertiser such as those created by Skyy Vodka and BMW, are examples of Webisodes, in which companies create their own content to advertise their products.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

71. (p. 504) The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. A. Web 1.0 B. Web 2.0 C. paid search D. rich media E. E-commerce

As defined in Wikipedia: "The term Web 2.0 is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

72. (p. 504) _____ allow(s) users to share ideas, activities, events, and interests within their individual networks. A. Social networking sites B. Contextual advertising C. Behavioral targeting D. User-generated video sharing E. Podcasting

Social networking sites allow users to share ideas, activities, events, and interests within their individual networks.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

73. (p. 504) Facebook, Twitter, Friendster, and Bebo are examples of: A. blogs. B. wikis. C. Web 1.0. D. podcasting Web sites. E. social networking sites.

Social networking sites allow users to share ideas, activities, events, and interests within their individual networks. Examples of such sites include, MySpace, Facebook, Friendster, Bebo, Twitter, and LinkedIn, to mention just a few.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

74. (p. 504) YouTube is an example of: A. social networking site. B. user generated video sharing Web site. C. podcast. D. blog. E. paid search engine.

User-generated sites mostly offer free services whereby users can upload video clips, music videos, video blogs, and other content and share it with the masses. Larger organizations such as CBS, the BBC, and Vevo (among others) have now begun to post commercials on YouTube and other sites.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

75. (p. 506) _____ is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players. A. Paid search B. Interstitial C. Podcasting D. Blogging E. Contextual advertising

Podcasting is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

76. (p. 506) As the market for iPods and MP3 players grows, the attractiveness of which of the following medium would increase? A. Social networking sites B. Really simple syndication C. User generated video sharing sites D. Blogs E. Podcasting

Podcasting is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players. As the market for iPods and MP3 players grows, the attractiveness of this medium does as well.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

77. (p. 506) _____ organize and format Web-based content in a standard way, sending out notification whenever new material is available. A. Blogs B. Vlogs C. Podcasts D. Really Simple Syndication E. Links

The difference between Web content and a Really Simple Syndication (RSS) feed is that the latter can send out notifications whenever new material is available.

AACSB: Analytic Bloom's: Understand Difficulty: Medium Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

78. (p. 506) _____ is a specification that uses XML to organize and format Web-based content in a standard way. A. Podcasting B. Blog C. Pop-up D. Really Simple Syndication E. Interstitial

Really Simple Syndication (RSS) is a specification that uses XML to organize and format Web-based content in a standard way.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

79. (p. 507) ____, a common feature on various Web sites, allow users to share a piece of content by posting it to a news feed for dissemination to others. A. Blogs B. Podcasts C. Widgets D. QR codes E. Links

A common feature on many websites and Facebook, widgets or buttons, allow users to share a piece of content by posting it to a news feed for dissemination to others (Refer to Figure 15-6).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

80. (p. 507) _____ is a term that applies to computer-simulated environments that can simulate places in the real world, as well as in imaginary worlds. A. Podcasting B. Virtual reality C. Blogging D. Webcasting E. Really simple syndication (RSS)

Virtual reality is a term that applies to computer-simulated environments that can simulate places in the real world, as well as in imaginary worlds (Refer to Figure 15-6).

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

81. (p. 507) A _____ is a Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order. A. widget B. button C. link D. blog E. podcast

A blog is a Web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Advertising on the Internet

82. (p. 507) Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes, consumers had to visit Buick's site. Buick used which promotional mix element on the Internet? A. Direct marketing B. Personal selling C. Television advertising D. Public relations E. Sales promotions

Companies have found the Internet to be a very effective medium for disseminating sales promotions. Numerous companies now print online coupons. Other examples include the use of trivia games, contests, sweepstakes, instant win promotions, and so on.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Sales Promotions on the Internet

83. (p. 507) Which element within the marketing mix would you expect to be most used by a Web site called www. winfreestuff.com? A. Direct marketing B. Personal selling C. Television advertising D. Public relations E. Sales promotions

84. (p. 507) A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www. GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons. The connecting of buyers and sellers is one way the Internet performs _____ activity. A. direct marketing B. personal selling C. television advertising D. public relations E. sales promotions

Some companies have used the Internet to improve their one-on-one relationships with customers. By providing more information in a more timely and efficient manner, a company enables customers to learn more about what it has to offer. This increases the opportunity for cross-selling and customer retention.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Personal Selling on the Internet

85. (p. 509) Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program? A. The Internet is not a good source of leads for a company's sales force. B. Customer service can only be provided by an actual person. C. One-to-one relationships can only be established by the salesperson and not on a computer. D. In a well-designed IMC program, the use of the Internet and personal selling should be complementary. E. A company's Web site cannot be expected to stimulate trial purchase; only salespeople can do this.

In a well-designed IMC program, the Internet and personal selling are designed to be complementary tools, working together to increase sales.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Personal Selling on the Internet

86. (p. 509) Recent press releases about what is going on in the company are available at the ArvinMeritor Web site. Anyone doing research on the company has access to these stories. In this way, ArvinMeritor uses the Internet as a(n) _____ tool. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

Many sites devote a portion of their content to public relations activities, including the provision of information about the company, its philanthropic activities, annual reports, and more.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Public Relations on the Internet

87. (p. 509) Good Mews is a no-cage, no-kill cat shelter that tries to care for and find homes for cats and kittens that have been abandoned by their owners. The non-profit group uses a Web site to show cats that are available for adoption, how cats are cared for at the shelter, and to spotlight various volunteers' efforts. This is an example of how the Internet can be used as a(n) _____ tool. A. sales promotion B. personal selling C. direct marketing D. public relations E. advertising

Many sites devote a portion of their content to public relations activities, including the provision of information about the company, its philanthropic activities, annual reports, and more.

88. (p. 510) When Eli checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. A. sales promotion B. personal selling C. direct marketing D. public relations E. interconnects

Many direct marketing tools like direct mail, infomercials, and the like, have been adapted to the Internet. At the same time, e-commerce—selling directly to the consumer via the Internet—has become an industry all its own.

AACSB: Reflective Thinking Bloom's: Apply Difficulty: Hard Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Direct Marketing on the Internet

89. (p. 510) Less targeted and unwanted e-mails are referred to as: A. blogs. B. podcasts. C. webisodes. D. spams. E. buttons.

Sometimes users may also receive less-targeted and unwanted e-mails. The electronic equivalent of junk mail, these messages are referred to as spam.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-02 To understand the use of Web 1.0 and Web 2.0 media platforms in the IMC process. Topic: Direct Marketing on the Internet

90. (p. 510) When Dakota checked her e-mail after returning from a week's trip, she found had 53 e-mails and only two contained information she needed. The rest were unwanted and unrequested, which are referred to as: A. mistargted e-mail. B. electronic commercial messages. C. spam. D. interconnects. E. interstitials.

Sometimes users may also receive less-targeted and unwanted e-mails. The electronic equivalent of junk mail, these messages are referred to as spam.

91. (p. 511) Which of the following is a traditional method of measuring the effectiveness of the Internet? A. Unique visitors B. Post-click conversions C. View-through rate D. Webpage eye tracking E. Recall and retention

A number of companies use traditional measures of recall and retention to test their Internet ads.

92. (p. 511) Which of the following is an Internet specific measure? A. Recall tests B. Retention tests C. Sales D. Return on investment (ROI) E. Cost per conversion

Cost per conversion is an Internet specific measure (Refer to Figure 15-7).

93. (p. 512) Which of the following statements is true about the Internet? A. A major advantage of the Web is the ability to target very specific groups of individuals. B. One major disadvantage of the Internet is that it leads to a lot of waste coverage. C. In the consumer market, the Internet resembles a combination trade magazine and trade show, as only those most interested in the products and/ or services a site has to offer will visit the site. D. The Internet does not offer to carry one-to-one marketing messages. E. One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.

A major advantage of the Web is the ability to target very specific groups of individuals with a minimum of waste coverage.

94. (p. 512) Which of the following has been cited as an advantage associated with using the Internet? A. Prestige B. Annoyance C. Privacy D. Ability to tailor message to target market E. Reliability

As a result of precise targeting, messages can be designed to appeal to the specific needs and wants of the target audience, much of which comes from behavior tracking.

95. (p. 512) Which of the following has been cited as an advantage associated with using the Internet? A. Privacy B. Reliability C. Annoyance D. Prestige E. Target marketing

A major advantage of the Web is the ability to target very specific groups of individuals with a minimum of waste coverage.

96. (p. 513) Which of the following has been cited as a disadvantage associated with using the Internet? A. Inability to use message tailoring B. Lack of sales potential C. High costs D. Irritation E. Lack of creativity

Numerous studies have reported on the irritating aspects of some Web tactics. These studies have shown consumers' discontent with clutter, e-mail SPAM, and pop-ups and pop-unders.

97. (p. 513) Some marketers believe the Internet will eventually replace traditional forms of advertising. Others disagree. Which of the following weaknesses of the Internet would support those who disagree? A. Lack of reliability of the research numbers generated B. Its inability to provide in-depth information C. Its inability to offer sight and sound D. Its lack of sales potential E. Its lack of creativity

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated. In a study of 410 marketing executives published by McKinsey, the primary reason cited for not investing online was the lack of sufficient metrics.

98. (p. 513) Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: A. are viewed by businesses as breaches of consumer rights to privacy. B. can be used as contributors to an IMC program. C. cannot be linked with traditional advertising media. D. will replace the Internet in most IMC programs. E. are not viewed as being viable elements within a well-designed IMC program.

While the Internet has captured most of the attention of marketers, additional interactive media are also available and can be used as a contributor to an IMC program. A variety of digital media such as interactive CD-ROMS, kiosks, and interactive phones have been used by marketers to provide information to their audiences.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-05 To examine the role of additional online media. Topic: Additional Interactive Media

99. (p. 514) _____ allows the viewer of a television program to interact with the program and the ads, essentially merging television and the Internet. A. An interstitial B. A blog C. A podcast D. Interactive TV E. Virtual reality

Interactive TV, or iTV (Exhibit 15-12), allows the viewer of a television program to interact with the program and the ads, essentially merging television and the Internet.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-05 To examine the role of additional online media. Topic: Additional Interactive Media

100. (p. 515) No other medium is as personal or interactive and constantly with the viewer as is the: A. television. B. radio. C. cell phone. D. newspaper. E. direct mail.

No other medium is as personal or interactive and constantly with the viewer as is the cell phone.

AACSB: Analytic Bloom's: Remember Difficulty: Easy Learning Objective: 15-05 To examine the role of additional online media. Topic: Mobile

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