978-0133866339 Chapter 08 Part 5

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182) What is interactive marketing and what are the primary interactive marketing programs?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

183) What is content marketing and what are the keys to its success?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

184) What is location-based advertising? Describe the various types.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

185) What is behavioral targeting and what three methods are used?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

186) What types of video tactics are available to firms?

Question Tag: Definition (Concept)

Objective: 8-5

187) What are the ingredients of a successful email campaign?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-5

188) The format of online spending in the United States with the highest expenditure is

________ ads.

A) media/video

B) banner

C) classified

D) search

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

189) The newest online technology for banner advertising is:

A) automated exchange systems that provide precise targeting of ads to specific consumers.

B) embedded widgets that access dynamic content.

C) media/video ads capable of being downloaded by consumers.

D) search ads that can be displayed on cell phones.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

190) Mini-applications embedded in banner ads that permit consumers access to dynamic content

from external sources are called:

A) SEOs.

B) widgets.

C) automated exchange systems.

D) personalized URLs.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

191) Widgets are:

A) automated exchange systems that provide precise targeting of ads to specific consumers.

B) geo-targeted ads that result from search engine optimization programs.

C) personalized URLs that are preloaded with a customer’s data.

D) mini-applications embedded in banner ads that permit consumers access to dynamic content.

from external sources.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

192) Online ads that are presented only to individuals who log on to a website within a particular

region are called:

A) targeted widgets.

B) location-based widgets.

C) automated exchange systems.

D) behavioral targeted applications.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

193) According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given

include all of the following except:

A) the ads are not tied to the correct search terms or the bidding is too low.

B) the ad was below the fold and individuals did not scroll down on the web page.

C) software installed by web users blocked the display ads.

D) malicious software makes the web think a person is seeing the ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

194) Using traditional media to promote and attract customers to a website is:

A) cyberbranding.

B) brand spiraling.

C) off-line branding.

D) viral marketing.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

195) Brand spiraling involves using:

A) various online advertising techniques to develop a brand.

B) interactive marketing methods to build Web traffic.

C) traditional media to promote and attract customers to a website.

D) viral and permission marketing coupled with database technologies.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

196) Brand spiraling is a(n):

A) online advertising technique to attract individuals to a website.

B) offline advertising technique to attract individuals to a website.

C) manufacturing technique that reduces the cost of an online operation.

D) branding campaign using both online and offline advertising techniques.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

197) Printing a brand’s web address on a shopping bag used to carry merchandise sold at a brick-

and-mortar store is a form of:

A) brand reinforcement.

B) brand spiraling.

C) interactive marketing.

D) virtual marketing.

Question Tag: Application

AACSB Category: Reflective thinking

Objective: 8-6

198) Banner ads account for about half of all online advertising.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

199) Online technologies allow company leaders to specify the target market they want to see a

banner ad, such as females, ages 50+ with incomes above $50,000.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

200) Widgets are mini-applications embedded in a company’s website to track a visitor’s

movements and activities while on the site.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

201) Widgets provide consumers with access to some form of dynamic content that is provided

within the firm’s website, but hidden from the consumer.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

202) The click-through rate for banner ads on major destinations is less than 1 percent.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

203) To improve banner ad response rates, companies can use third-party tags that track ad

interactions, brand impact, and browsing behavior.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-6

204) Brand spiraling is the practice of using interactive media to promote and attract consumers

to an online website.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

205) Using the internet to promote and attract consumers to a particular website is brand

spiraling.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

206) What is brand spiraling?

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-6

207) Search engine optimization is the process of:

A) increasing the probability of a particular company’s website emerging from a search.

B) maximizing paid search advertising.

C) finding the best words to maximize organic searches.

D) using a search engine as the front door to a company’s website.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-7

208) The majority of all web traffic begins at a(n):

A) company’s front page.

B) individual’s email site.

C) neutral site.

D) search engine.

Question Tag: Definition (Concept)

AACSB Category: Information technology

Objective: 8-7

209) Search engine optimization can be reached in all of the following ways except:

A) paid search insertions on search engines.

B) paid banner ads on other companies’ websites.

C) increase identification through the natural, or organic, emergence of a site on a search engine.

D) paid search ads.

Question Tag: Definition (Concept)

AACSB Category: Application of knowledge

Objective: 8-7