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Indicate whether the statement is true or false.
1. As the Internet and digital communication technologies have advanced, marketers are able to target markets more
precisely.
a. True
b. False
2. Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.
a. True
b. False
3. Social networking sites are useful for large business, but are not financially feasible for small businesses.
a. True
b. False
4. Addressability represents the ultimate expression of the marketing concept.
a. True
b. False
5. It is not unusual for Joiners to be members of several social networking sites at once.
a. True
b. False
6. Many people now seek recommendations from social media friends before conducting other kinds of searches.
a. True
b. False
7. Connectivity refers to a customer’s ability to regulate the information that is viewed.
a. True
b. False
8. Spectators like to read what other people write and produce online, but do not produce any content themselves.
a. True
b. False
9. Besides Facebook and Twitter, many foreign countries have their own social networking sites.
a. True
b. False
10. Rather than wait for legislation to be passed regarding Internet rules, many web advertisers attempt self-regulation to
govern how consumer information is collected and used online.
a. True
b. False
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11. Positive and negative online reviews act as reputation enhancers.
a. True
b. False
12. Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of
customers Internet using digital marketing.
a. True
b. False
13. Traditional marketing media are more consumer-driven than digital media.
a. True
b. False
14. Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing
communications.
a. True
b. False
15. While social networks can be used to target customers, it is still easier to target precise consumer groups using
traditional marketing media.
a. True
b. False
16. Collectors gather information and organize content generated by critics and others.
a. True
b. False
17. While consumers can use websites to access more information, marketers can also use the same sites to get
information on the consumer.
a. True
b. False
18. Control refers to customers’ ability to regulate the information they view and the rate and sequence of their exposure to
that information.
a. True
b. False
19. Companies use photosharing in order to add a personal touch to their businesses.
a. True
b. False
20. Accessibility refers to a customer’s ability to access information about products, such as colors, prices, and reviews.
a. True
b. False
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21. People who comment on blogs or post ratings and reviews are known as Critics.
a. True
b. False
22. Companies use wikis as internal tools for teams working on projects requiring lots of documentation.
a. True
b. False
23. Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the blog’s
content is factually accurate.
a. True
b. False
24. Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into
releasing personal information.
a. True
b. False
25. Discussion forums are not very popular with the online population.
a. True
b. False
26. Almost any traditional promotional event can be enhanced or replaced by digital media.
a. True
b. False
27. Initiators are those consumers who generate their own media outlets, such as blogs and wikis.
a. True
b. False
28. Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast.
a. True
b. False
29. Consumers view the illegal downloading of copyrighted materials as more unethical if the person’s motivation is
primarily for fun, then if it is for personal gain.
a. True
b. False
30. Internal social networks are a great way to capture knowledge and identify experts on different subjects within an
organization.
a. True
b. False
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31. When consumers conduct an online product information search, corporate-generated content appears more credible
than consumer messages.
a. True
b. False
32. Real businesses can have a store in a virtual reality environment, but they must use a fictional name.
a. True
b. False
33. So far, social networking has gained popularity only in America.
a. True
b. False
34. Traditional advertising is unlimited in terms of interactivity.
a. True
b. False
35. Anyone who becomes a member of social networking sites is a Collector.
a. True
b. False
36. Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted
to real dollars.
a. True
b. False
37. E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.
a. True
b. False
38. Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but they
are not a good substitute for focus groups.
a. True
b. False
39. Small businesses can use digital media to develop strategies to reach new markets and access inexpensive
communication channels.
a. True
b. False
40. Joiners are those consumers who read what other consumers write, but do not produce any content themselves.
a. True
b. False
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41. It is unusual for consumers to be members of several social networking sites at once.
a. True
b. False
42. An accessible channel means the marketer knows who the customer is and can specifically address that person.
a. True
b. False
43. The increase of consumers who publish their own thoughts and product reviews through digital media has caused
consumer-generated information to be less important because some of the information is false.
a. True
b. False
44. One of the fastest-growing areas in mobile technology is the creation of applications.
a. True
b. False
45. Before posting information on a blog, the blogger must make certain that the information is accurate.
a. True
b. False
46. The Facebook audience is large, but it has yet to surpass the audience of a popular television network.
a. True
b. False
47. A new trend in video marketing is the use of amateur filmmakers.
a. True
b. False
48. Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator.
a. True
b. False
49. The majority of online shoppers read ratings and reviews to aid in their purchasing decisions.
a. True
b. False
50. Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption
behaviors.
a. True
b. False
51. Digital marketing is a term used for any electronic media that functions using digital codes.
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a. True
b. False
52. Twitter is useful for communications between friends, but not for communications between businesses and customers.
a. True
b. False
53. Control refers to the customer’s ability to access information on the Internet with simple clicks on a keyboard.
a. True
b. False
54. Attempts to deceive consumers into releasing personal information online is referred to as online fraud.
a. True
b. False
55. Digital online media marketing facilitates both price and non-price competition.
a. True
b. False
56. To communicate with their employees, companies may use wikis and podcasts.
a. True
b. False
57. Commentators are people who comment on blogs or post ratings and reviews.
a. True
b. False
58. Marketers can use digital media to promote their companies, but marketers should not use this medium to address
problems.
a. True
b. False
59. Creators gather information and organize content generated by critics and others.
a. True
b. False
60. Addressability allows customers to respond to a company’s marketing communications by expressing their reactions
and desires directly to the company.
a. True
b. False
61. Consumers view the illegal downloading of copyrighted materials as more unethical if the person’s motivation is
primarily utilitarian, then if it is for a hedonistic reason.
a. True
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b. False
62. Connectivity is the use of digital networks to provide linkages between information providers and users.
a. True
b. False
63. Digital marketing uses all digital media to develop communication and exchanges with customers.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
64. Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and
Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton
Bradley/Parker Brothers is striving to utilize
a. electronic media.
b. a test market.
c. consumer-generated marketing.
d. new concept viewing.
e. Fan Pages.
65. One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more
information about businesses
a. applications (apps)
b. widgets
c. cookies
d. speed dials
e. texts
66. Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The
Spectators are interested in reading about the latest fashions from the western culture but don’t typically create and add
their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the
characteristics of the population. Which of the following should Ralph Lauren do?
a. Have a contest to gather consumer-generated content.
b. Ignore comments from Critics.
c. Add tags to webpages or photos.
d. Post its own promotional messages on blogs and websites.
e. Stick to traditional promotions rather than social networking.
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for
information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this
massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google
has developed methods for making information useful to all types of Internet users. Some users want to critique the
information, some just want to read the information, and some want to be the information writers. Facebook, originally
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used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns,
and non-profit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
67. Refer to Scenario 9.2. Google can give instructions on how to construct almost anything, from a house to a science
experiment. As for online applications, you can learn anything from developing your own website to starring in a video.
Google’s “how to” features would most likely appeal to
a. creators.
b. critics.
c. collectors.
d. joiners.
e. spectators.
68. Digital media have created opportunities for companies to
a. gain more control over what the consumer sees.
b. target specific markets.
c. offer the exact experience as a brick and mortar store.
d. manage information that is disseminated through the web.
e. stimulate all five senses during the online shopping experience.
69. NorthFace launched a promotional campaign using various forms of digital media. In order to evaluate the success of
the campaign, NorthFace should
a. measure profitability during and after the campaign.
b. compare sales before and after the campaign was launched.
c. measure sales and profitability after the campaign was launched.
d. measure demand during and after the campaign.
e. look at sales for a year after the campaign.
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for
information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this
massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google
has developed methods for making information useful to all types of Internet users. Some users want to critique the
information, some just want to read the information, and some want to be the information writers. Facebook, originally
used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns,
and non-profit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
70. Refer to Scenario 9.2. If the Morningside Church wants to provide its members with a venue to read what other people
think about its ideas, worship style, and community services, and to share their own ideas, it could use ______. Those who
would most likely want to simply read the opinions of others are _____, while those who would like to also share their
own ideas, are ____.
a. Twitter; Creators; Critics
b. Twitter; Creators; Spectators
c. Twitter account; Inactives; Creators
d. a blog; Joiners; Creators
e. a blog; Spectators; Creators
71. ____ includes any attempt to intentionally conduct dishonest activities online.
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a. Racketeering
b. Online spam
c. Digital identity theft
d. Online fraud
e. Online bribery
72. Global marketers such as Pepsi have embraced technology that enables them to form better relationships and
communicate with customers. One of the benefits of e-marketing that Pepsi enjoys is that
a. marketers and customers can share information
b. e-marketing generates more revenue for the firm
c. e-marketing is simple and easy to use
d. e-marketing can be implemented without using advertising agencies
73. JCPenney’s website encourages visitors to register in order to maximize their use of the site. By gathering information
about a consumer before a purchase is made, JCPenney is practicing
a. addressability.
b. social networking.
c. interactivity.
d. accessibility.
e. control.
74. The attrition rate for digital media channels is
a. nonexistent.
b. diminutive.
c. low.
d. about the same as traditional businesses.
e. very high.
75. ____ relates to perceptions of value and is the most flexible element of the marketing mix.
a. Distribution
b. Pricing
c. Store location
d. Product mix
e. Promotion
76. Internet sites that allow users to share photos, videos and podcasts are called which of the following?
a. Video-sharing sites
b. Photo-sharing sites
c. Virtual sites
d. Media-sharing sites
e. Wikis
77. ____ involves the use of digital networks to provide linkages between information providers and users.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
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e. Control
78. Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the
desires of customers using digital media and digital marketing.
a. digital orientation
b. digital media
c. electronic marketing
d. digital electronics
e. electronic processing
79. ____ connects customers with marketers as well as other customers.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
80. Holiday World & Splashin’ Safari is an amusement park located in Santa Claus, Indiana, which is located in southern
Indiana and typically welcomes 10,000 to 20,000 visitors daily from nearby cities in Indiana, Kentucky, and Illinois.
Holiday World is known for its wooden rollercoasters and historically has added one new thrill attraction each season.
The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about
the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the
Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes
from their website. Which element of the marketing mix is Holiday World using to generate interest and ticket sales for
the park?
a. promotion
b. price
c. product
d. distribution
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for
information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this
massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google
has developed methods for making information useful to all types of Internet users. Some users want to critique the
information, some just want to read the information, and some want to be the information writers. Facebook, originally
used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns,
and non-profit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
81. Refer to Scenario 9.2. Political parties are also utilizing social media to connect with voters and to keep individuals
informed about the up–to-the-minute activities in the political campaigns. If the politicians wanted to involve the potential
voters in the campaign, they could utilize _______, a new trend in video marketing, and create input for their Facebook
pages.
a. spectators
b. avatars
c. virtual realities
d. amateur filmmakers
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e. specialized video producers
82. The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain
customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the
marketing mix. With respect to e-marketing, which of the following statements about the four components of the
marketing mix is true?
a. The Internet is not a new distribution channel.
b. Price is the least flexible component of the marketing mix.
c. Distribution is the best application for digital media.
d. Digital media marketing only facilitates price competition.
e. Most traditional promotions can be enhanced by using digital media.
83. Sonic communicates with its customers through ____, which is the most popular social networking site in the world.
a. Flickr
b. Twitter
c. LinkedIn
d. Facebook
e. Google+
84. IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video
contest, and generally find out the customers’ likes and dislikes. IHOP in this example, is engaging in ____ marketing.
a. distance
b. relationship
c. multiple-phase
d. experiential
e. community
Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website.
They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website
immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an
upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate
games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course,
along with Radio Disney, the Disney Store, family vacation packages, and an educator’s corner. An adult or child can
enjoy navigating through the electronic marketing of Disney.
85. Refer to Scenario 9.1. The Disney website has a special link for educators that allows them to download educational
videos pertaining to various subjects and grade levels. Educators are asked to register online with further information
about their needs. This is an example of
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
86. Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a
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a. Collector.
b. Spectator.
c. Joiner.
d. Creator.
e. Critic.
87. Papa John’s received negative publicity concerning the quality of the contents used in making their pizza. The
information in the news report was incorrect, and was corrected on the next newscast. However, Papa John’s wanted to go
further and respond to the issue by creating a web-based journal that gives accurate information about Papa John’s and the
ingredients they use. This journal is an example of a(an)
a. electronic news source.
b. digital diary.
c. blog.
d. podcast.
e. Twitter account.
88. ____ refers to customers’ ability to regulate the information they view and the rate and sequence of their exposure to
that information.
a. Accessibility
b. Addressability
c. Interactivity
d. Connectivity
e. Control
89. Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she
does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.
a. Collector
b. Spectator
c. Inactive
d. Creator
e. Critic
90. One trend that has caused consumer-generated information to gain importance is
a. an increase in mobile digital technology.
b. consumers’ tendencies to trust other consumers over corporations.
c. the cultural trend of consumers being influenced by the “village.”
d. the increase in adults other than parents influencing children.
e. a reduction in advertising expenditures.
91. Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which
of the following statements would most likely describe the companies that can use Dion’s services?
a. Any sized company
b. Only large to medium sized companies
c. Only companies with a specialized target market
d. Only companies with a unique product
e. Only companies whose target customer is mainly women
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Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website.
They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website
immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an
upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate
games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course,
along with Radio Disney, the Disney Store, family vacation packages, and an educator’s corner. An adult or child can
enjoy navigating through the electronic marketing of Disney.
92. Refer to Scenario 9.1. Through the Disney website, consumers can access in-depth information about Disney products,
movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics
that distinguish online media from traditional marketing, namely
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
93. Sam’s Club has developed a website that allows employees to create a profile and connect with co-workers for the
purpose of getting acquainted and building a work related network. This is an example of
a. virtual reality.
b. podcast.
c. recruiting tool.
d. social network.
e. employment opportunity.
94. Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the
different applications of the product. The company uses ____ as a research tool to gain this information.
a. futurism
b. social networking
c. give-aways
d. promotional events
e. sponsorship
95. ______________ can be ideas and creative materials, songs, movies, books, electronics that are developed to educate
or entertain.
a. Blogs
b. Virtual sites
c. Wikis
d. Copyrights
e. Intellectual property
96. Which of the following characteristics distinguish online media from traditional marketing?
a. Experience, networking, and personal contact
b. Social networking, personal contacts, control, and salesmanship
c. Addressability, interactivity, accessibility, connectivity, and control
d. Environment, responsiveness, customization, and affordability
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e. Dynamic responsiveness, control, friendliness, and attention-getting
97. As a result of the increasing usage of digital media, some of the marketer’s control over dispensing product
information has been placed
a. in danger.
b. under the authority of the government.
c. in the hands of the company’s competitors.
d. in the hands of the consumer.
e. in the hands of the stockholders.
98. Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.
a. Facebook pages
b. Fan Pages
c. Bings
d. wikis
e. Notebook pages
99. Which of the following statements is true about e-marketing and the marketing mix?
a. For most companies, digital marketing is not necessary to grab and maintain market share.
b. Consumers’ increased access to product information causes them to buy more than they otherwise would.
c. In some cases, companies will only offer certain products via digital media, including the Internet.
d. Digital media cannot help businesses streamline their organizations.
e. Basic Internet literacy is declining all over the world.
100. Due to increasing consumer demand, many television networks are creating ____ of their shows.
a. podcasts
b. wikis
c. virtual realities
d. digital characters
e. imitations
101. ____ allows customers to express their needs and wants directly to a company in response to its marketing
communications.
a. Social ability
b. Addressability
c. Interactivity
d. Accessibility
e. Control
102. Two trends that have caused consumer-generated information to gain importance is
a. the recession and a reduction of advertising expenditures.
b. globalization and the cultural trend of consumers being influenced by the “village.”
c. the increase of consumers sharing their opinions through digital media and the consumer’s mistrust of information
from corporations.
d. an increase in mobile digital technology and store brands.
e. an increase in children’s influence over the purchasing decision and the fact that adults other than parents
influence children.
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103. A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the
product or service.
a. a news article comments page
b. an email
c. a popular blog
d. a company Web page
e. a Wikipedia page
104. Wilson Sporting Goods serves its regional market with equipment and uniforms for Little League, junior high and
high school athletic teams. They have embraced new technology and consider themselves innovators in the use of _____
to communicate with their customers via its company website, Facebook, Twitter, and blog.
a. digital marketing
b. electronic marketing
c. digital media
d. electronic commerce
105. ____ are web-based journals in which writers can editorialize and interact with other Internet users.
a. Bings
b. Googles
c. Blogs
d. Podcasts
e. Wikis
106. The Internet can be referred to as a ____ medium because users determine which websites they are going to view.
a. selective
b. discriminating
c. pull
d. push
e. monopolistic
107. Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect
with its customers that there is no better way than to use Facebook. What do most marketing strategists think about
Facebook?
a. Marketers should establish a Facebook page.
b. Marketers should avoid recommendations from customers via Facebook.
c. Marketers should ignore the advice of customers on Facebook.
d. Marketers need to use multiple Facebook pages.
e. Marketers should maintain strict control of consumers’ comments on Facebook.
108. Barnes and Noble sells online through its website, while also selling through physical store locations. This type of
retailing is referred to as
a. brick-and-clicks.
b. side-by-side.
c. bricks-and-mortar.
d. online-specialty.
e. web-only.
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109. ____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.
a. Digital marketing
b. Digital media
c. Electronic marketing
d. Digital electronics
e. E-marketing
110. The ability to process orders electronically and increase the speed of communications via the Internet reduces
a. customer satisfaction due to lack of human involvement.
b. customer satisfaction due to hard-to-navigate websites.
c. cognitive dissonance.
d. distribution costs.
e. customer involvement.
Scenario 9.1
Use the following to answer the questions.
The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website.
They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website
immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an
upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate
games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course,
along with Radio Disney, the Disney Store, family vacation packages, and an educator’s corner. An adult or child can
enjoy navigating through the electronic marketing of Disney.
111. Refer to Scenario 9.1. Visitors to the Disney website have the ability to regulate the information they view and the
activities they participate in. This is an example of
a. addressability.
b. interactivity.
c. accessibility.
d. connectivity.
e. control.
112. Inchol Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about
upcoming drink specials or special events. Inchol was an early adopter of e-marketing and worked with a college intern to
create a webpage for the business. At the time, Inchol believed he could simply modify the newspaper advertisements and
Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early
efforts with e-marketing were not successful. Which of the following could explain why his website failed?
a. They treated digital marketing like a traditional marketing channel.
b. They didn’t spend enough money on the digital marketing.
c. They failed to utilize social networks such as Facebook.
d. They didn’t hire an advertising agency.
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for
information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this
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massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google
has developed methods for making information useful to all types of Internet users. Some users want to critique the
information, some just want to read the information, and some want to be the information writers. Facebook, originally
used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns,
and non-profit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
113. Refer to Scenario 9.2. Which of the media below would be best for the American Red Cross to use in developing
relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?
a. Google
b. TV
c. YouTube
d. Facebook
e. Twitter
114. Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive
website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the
opportunity to create a forum where users of the software can interact with each other, as well as the company. This
example relates to the ______ characteristic of online media.
a. connectivity
b. control
c. accessibility
d. addressability
115. Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management
wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post
multiple updates each day on the store’s progress?
a. Facebook
b. Twitter
c. Blog
d. Google+
e. QQ
116. ____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated
videos, and wikis.
a. Creators
b. Critics
c. Collectors
d. Joiners
e. Spectators
117. Red Bull has started introducing new products and information to bloggers in the hope that they will pass the
information on to their online followers. In this case, the bloggers are
a. collectors.
b. spectators.
c. joiners.
d. creators.
e. critics.
Name:
Class:
Date:
chapter 9
Page 18
Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for
information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this
massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google
has developed methods for making information useful to all types of Internet users. Some users want to critique the
information, some just want to read the information, and some want to be the information writers. Facebook, originally
used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns,
and non-profit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium.
118. Refer to Scenario 9.2. Politicians could use _____, the ultimate type of social media for reaching those potential
voters who want to stay connected to the latest information.
a. Podcasts
b. Facebook
c. Twitter
d. Pinterest
e. Google
119. Robert is married to Wendy who is an avid user of various social media, such as Facebook, Twitter, and Instagram.
Wendy often posts pictures of Robert and their children on these sites, but Robert is concerned about privacy and the
digital space. He’s heard that once an image or post is submitted to cyberspace, it can never be removed. He’s asked
Wendy not to post any more pictures of him, their home, or children and especially doesn’t want Sarah to mention when
they’re going on vacation or leaving their home. Robert uses the Internet for work and enjoys e-mail but does not
participate in any digital online media. Robert would most likely be categorized as a(n)
a. inactive
b. joiner
c. spectator
d. critic
120. Electronic media that function using digital codes are called
a. digital marketing.
b. digital media.
c. electronic marketing.
d. digital electronics.
e. e-marketing.
121. Today’s consumer is changing their information searches and consumption behaviors to fit with emerging
technologies and trends. Epiphany Farms is an organic farm specializing in vegetable and meat products and also owns a
farm-to-table restaurant. The restaurant is implementing _______ that functions using digital codes that’s available via
computers, cellular phones, smartphones, and other digital devices as part of its business activity.
a. digital media
b. blogs
c. e-blasts
d. connectivity
122. Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of
digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing,
using _________ to engage and create a community of customers.