Chapter 13 – Digital Interactive Media
Chapter 13
1. (p. 335) Digital interactive media enables businesses to develop their relationship marketing
strategies through the use of interactivity.
2. (p. 335) Traditionally, media content has been distributed through decentralized networks.
3. (p. 336) One of the primary differences between the Internet and traditional media is the cost
of time and/or space.
4. (p. 336) The interactive nature of the Internet makes it difficult to differentiate between
content creators and consumers.
5. (p. 336) In traditional media, the content consumers were also the content creators.
6. (p. 337) The development of Web browsers improved the ease of Web usage.
7. (p. 337) A Web portal is a site that attempts to provide a broad array of content and services.
8. (p. 337) The more people a portal attracts, the more it can charge for ads on popular pages.
9. (p. 337) Most mainstream Web sites have incorporated social media elements into their sites
to gain more stickiness.
10. (p. 337) Social media such as the Facebook replicate the real world along with its
geographical barriers.
11. (p. 339) The most common form of mobile advertising is banner advertising.
12. (p. 340) Currently, most people access the Internet only through a computer.
13. (p. 341) Web 2.0 encourages user sharing and collaboration.
14. (p. 344) The simplest way to measure the Internet audience for an ad is the click rate.
15. (p. 344) A click occurs when a visitor moves the mouse’s pointer to a Web link.
16. (p. 345) In case of Internet advertising, cost per thousand, rating points, and share of
audience are the same.
17. (p. 346) The leading national advertisers spend the smallest portion of their marketing
communications budget on interactive media.
18. (p. 346) A banner ad is typically billed according to a click rate.
19. (p. 346) Consumer targeting on the Internet is very cost intensive.
20. (p. 346) For advertisers involved in e-commerce, some site publishers offer an affiliate
marketing program whereby they charge a percentage of the transaction cost.
21. (p. 350) As advertising tools, buttons take up less space than banners.
22. (p. 351) An interstitial is a catchall term for a variety of ads that play between pages on a
Web site, popping up on the screen while the computer downloads a Web site that has been
requested.
23. (p. 352) Viral marketing is a form of spam that spreads to computers in the same way that a
cold spreads through a classroom.
24. (p. 353) One of the main disadvantages of the Internet is that it is too cluttered.
25. (p. 353) Internet enables customers and stakeholders to respond to a company’s media
communications in real time, using the same channel for feedback that the company used for
promotion.
AACSB: Analytic
Bloom’s: Understand
Difficulty: Easy
Learning Objective: 13-05 Detail the problems with the Internet as an advertising medium and suggest ways to use it in IMC.
Topic: Using the Internet in IMC
Essay Questions
26. (p. 335-336) What advantage does a distributed network offer that a centralized network does
not? (Be sure to define both terms in your answer.)
27. (p. 337) Expand HTML. How is it useful?
28. (p. 338) What are the benefits of DVDs and Blue-ray technologies?
29. (p. 343) Why are Internet advertisers so interested in cookies?
30. (p. 344) The IAB originally defined an ad impression as “an opportunity to deliver an
advertising element to a Web site visitor.” What is the problem with this definition?
31. (p. 347) What are ad networks? Who do they benefit?
32. (p. 347) Give one advantage and disadvantage of using ad networks for advertising.
33. (p. 348) What is the difference between a corporate Web site and a commerce Web site?
34. (p. 349-350) What are the main characteristics of sponsored links?
35. (p. 353) What are the disadvantages of Internet?
Chapter 13 – Digital Interactive Media
Short Answer Questions
36. (p. 335) What are computer protocols?
37. (p. 335-336) Traditionally, what kind of communication network provided consumers with
their information?
38. (p. 337) Why do portals want to keep visitors for as long as possible?
39. (p. 339) What benefit does sponsored short message system (SMS) provide to marketers?
40. (p. 340) What has resulted in the increased access of the Internet through various devices?
41. (p. 344) When is a ‘click’ said to have occurred?
42. (p. 346) Why is the clickthrough method of pricing Internet advertising unpopular amongst
the publishers?
43. (p. 346) Who were ‘keyword entrepreneurs’?
44. (p. 348) Who are the creators of Google?
45. (p. 352) What is the simplest definition for viral marketing?
AACSB: Analytic
Bloom’s: Remember
Difficulty: Easy
Learning Objective: 13-04 Discuss the types of Internet advertising.
Topic: E-Mail Advertising
Multiple Choice Questions
46. (p. 335) The Internet:
47. (p. 335) _____ are common rules for linking and sharing information.
48. (p. 335) Television stations, newspaper publishers and cable companies have traditionally
used _____ networks.
49. (p. 335-336) Media content on the Internet can be delivered through ____, in which a hub,
such as a TV station, a newspaper publisher, or a cable company, distributes content to many
receivers.
50. (p. 336) In a distributed network,
51. (p. 336) The _____ nature of the Internet has led to blurring of the line between content
creators and content consumers.
52. (p. 337) _____ is a distributed network of content providers and users, communicating
through a protocol known as Hyper Text Markup Language (HTML).