Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1)
What year did web advertising experience the greatest increase compared to the previous year?
1)
A)
2000
B)
2004
C)
2001
D)
2002
E)
2003
2)
Which of the following is a barrier facing international marketing and advertising on the web?
2)
A)
access limitations
B)
all of the above
C)
exchange rates
D)
language
E)
legal variations
3)
Branded entertainment more aggressively promotes a product than product placement and has
been described as ________ because they are embedded in specific programs; they are harder for
viewers to dismiss immediately as ads because the product is a character in the program.
3)
A)
guerilla marketing
B)
brand experiences
C)
brandisodes
D)
subliminal advertising
E)
situational ads
4)
Which type of Internet ads burst open on the computer screen either in front of or behind the
opening page of the web site?
4)
A)
minisites
B)
banner ads
C)
skyscrapers
D)
superstitials
E)
pop–ups and pop–behinds
5)
________ sites like MySpace and Facebook builds on the interactivity of the Internet.
5)
A)
Product
B)
Spyware
C)
Social networking
D)
Video game
E)
Cookie
6)
What wireless communication allows consumers to keyboard brief messages into a cell phone
screen?
6)
A)
viral messaging (VM)
B)
hybrid technologies
C)
branded entertainment
D)
instant messaging (IM)
E)
guerilla marketing (GM)
7)
What phrase has been used to refer to new electronic forms such as the Internet for advertising?
7)
A)
streaming media
B)
alternative media
C)
rich media
D)
nontraditional media
E)
new media
8)
________ advertising provides excellent sales leads or actual sales.
8)
A)
B2B interconnect
B)
B2B interactive
C)
B2B URL
D)
B2B portal
E)
B2B internet
9)
Which of the following is NOT a purpose served by online advertising?
9)
A)
works like an ad in traditional media and delivers an informational or persuasive message
B)
provides a brand reminder message to people who are visiting a web site
C)
provides a way to entice people to visit the advertiser’s site by clicking on a banner or button
on the web site
D)
allows a transaction to occur from the ad without having to leave the web site the viewer sees
the ad
E)
All of the above are purposes served by online advertising.
E
10)
Which of the following is NOT a measure used to track a consumer through a web site?
10)
A)
circulations
B)
page views
C)
unique visitors
D)
viewers
E)
hits
11)
Mini–Case Question. Bob and Larry are getting good at this and have decided they‘d like to have
an “Internet commercial” on their web site, much like a TV ad but not on TV. What type of Internet
advertising is this called?
11)
A)
move–alongs
B)
pop–up
C)
banner ad
D)
superstitial
E)
minisite
12)
The Internet is particularly good at reaching which demographic group because they spend more
time online than any other group?
12)
A)
women more than 65 years old
B)
men aged 25 to 54
C)
men more than 65 years old
D)
teens
E)
women aged 25 to 54
13)
The primary method currently used to measure consumer response to Internet advertising is
________.
13)
A)
hits
B)
viewers
C)
total traffic
D)
click–through
E)
unique visitors
14)
On the Internet, ________ have created a new form of web advertising similar to television
programs with recurring episodes in a developing story.
14)
A)
Webisodes
B)
e–serials
C)
blogs
D)
superstitials
E)
e–soaps
15)
What phrase refers to nontraditional or unexpected communication tools and events?
15)
A)
streaming media
B)
rich media
C)
nontraditional media
D)
alternative media
E)
new media
D
16)
Your friend, Mitch, doesn’t really understand all that a business can do through e–business. Which
of the following applications would you include in your explanation of e–business to your friend?
16)
A)
distribution
B)
manage accounting
C)
sell products
D)
advertising
E)
all of the above
17)
What type of advertising appears in conventional media to drive traffic to a web site?
17)
A)
directory advertising
B)
on–line advertising
C)
banner advertising
D)
offline advertising
E)
directional advertising
18)
Newer interactive ads that deliver multimedia effects using sound, still images, and full–motion
video are referred to as ________.
18)
A)
click–through technology
B)
skyscrapers
C)
banner ads
D)
digital media
E)
rich media
19)
________ means that all bulk e–mailers have to get your permission before sending any
e–mail.
19)
A)
Buy–in
B)
Access allowed
C)
Opt–out
D)
Can–spam
E)
Opt–in
20)
What is an important first step for marketers creating a viable web site so that it begins building
visibility?
20)
A)
getting it registered with the SEC
B)
getting it registered with popular search engines
C)
getting it registered with the FCC
D)
getting is registered with the FTC
E)
getting it registered with popular chat rooms
21)
In an attempt to stand out among the media clutter, several companies have begun integrating
brands into the content of television shows, which is known as ________.
21)
A)
embeds
B)
advertainment
C)
new media
D)
subliminal advertising
E)
alternative media
22)
As described in the “Hands On” case at the end of the chapter, what market do the companies hope
to reach in Second Life?
22)
A)
the laggards
B)
the under 8 girls
C)
the influencers, bloggers, and early adopters
D)
the soccer moms
E)
the sales representatives
23)
Which of the following is NOT part of the Internet?
23)
A)
URL
B)
e–mail
C)
webpage
D)
printed page
E)
portal
24)
Intel, a manufacturer of computer chips, routinely monitors web sites that scientific users of
computers use to contact one another and exchange their opinions and experiences with each other.
By monitoring this site, Intel learned of a problem with its Pentium 4 chip that affected
computations that used numbers out to several places (i.e., eight or more) to the left of the decimal
point when calculating computations. Although this was not a problem for most users of the chip,
for scientific applications, it was a very significant problem. The type of web site Intel learned of
users’ concerns about the chip as they communicated with each other is most likely a ________.
24)
A)
blog
B)
search engine
C)
chat room
D)
customer service site
E)
B2B forum
C
25)
________ media refers to communication systems that permit two–way communication, such as a
telephone call or an e–mail message.
25)
A)
Interactive
B)
Permission
C)
Mass
D)
Selective
E)
Interpersonal
26)
Corporate ________ are a way to keep employees and other stakeholders informed, but employees
may also be encouraged to have their own personal ones.
26)
A)
chat rooms
B)
Technets
C)
blogs
D)
Extranets
E)
Internets
27)
What is the most serious drawback of Internet advertising?
27)
A)
bandwidth variation among the audience
B)
international restrictions
C)
clutter
D)
the inability of strategic and creative experts to consistently produce effective ads and to
measure their effectiveness
E)
privacy concerns
28)
Little electronic bugs that can be placed on your computer by a web server to track your
movements online are known as ________.
28)
A)
worms
B)
cookies
C)
viruses
D)
blogs
E)
instant messengers
29)
What are the two permission marketing strategies called that allow consumers to control their
inclusion on e–mail lists?
29)
A)
no–spam and can–spam
B)
de–spam and can–spam
C)
opt–in and opt–out
D)
ying and yang
E)
buy–in and buy–out
Explanation:
30)
What department do consumers contact when they have any problems, questions, complaints, or
suggestions?
30)
A)
help desk
B)
help line
C)
help service
D)
customer service
E)
technical support
Explanation:
Explanation:
31)
Which type of Internet advertising allows advertisers to market their products without sending
people away from the site they are visiting?
31)
A)
minisites
B)
click–throughs
C)
blogs
D)
off–line advertising
E)
spam
32)
________ are small ads on other web pages on which people can click to move to the advertised
web site.
32)
A)
Banner ads
B)
Blogs
C)
Minisites
D)
Superstitials
E)
Pop–ups
Explanation:
33)
Carla knows that the Internet has existed for many years but has become viable for e–business in
only the last 12 years or so. What information interface was developed in the early 1990s that
allowed people to access the Internet through an easy–to–use graphical format?
33)
A)
Interconnects
B)
Superstitials
C)
World Wide Web
D)
cookies
E)
search engines
Explanation:
Explanation:
34)
In an attempt to stand out among the media clutter, several companies have begun integrating
brands into the content of television shows as a prop or central feature of the program, which is
known as ________ and is more aggressive than the practice of product placement.
34)
A)
new media
B)
embeds
C)
branded entertainment
D)
alternative media
E)
subliminal advertising
35)
What do companies post on their web sites detailing how or whether the site is collecting data on
its visitors and how that data are used?
35)
A)
disclaimers
B)
message boards
C)
privacy policy
D)
cookies
E)
blogs
Explanation:
36)
Mini–Case Question. What is one of the first things Bob and Larry should do to help build visibility
for their web site?
36)
A)
develop minisites to place on popular fly fishing web pages
B)
create a blog about fly fishing
C)
develop a fly fishing game on their web site so that consumers will spend more time there
D)
enter a chat room and start talking about the great assortment, prices, and service
FliesRUs.com provides
E)
register with popular search engines so that their site shows up early on the list provided by
the search engine
Explanation:
Explanation:
37)
Emerging media, digital enhancements, place–based, branded environments, guerrilla executions
are types of ________.
37)
A)
newspapers
B)
TV
C)
cutting edge media
D)
geek media
E)
nontraditional media
38)
________ is(are) unconventional marketing communication activities that are intended to get buzz
on a limited budget.
38)
A)
Guerilla marketing
B)
Blogs
C)
Instant messaging
D)
Message boards
E)
Branded experience
Explanation:
39)
Which is considered the most interactive of all media, the one that most lends itself to conversation
and dialogue?
39)
A)
e–mail
B)
phone
C)
newspapers
D)
Internet
E)
magazines
Explanation:
E
Explanation:
40)
The search for new media is particularly important for advertisers trying to reach which market
because they are often the first to experiment with new media forms?
40)
A)
women more than 65 years old
B)
teens
C)
men more than 65 years old
D)
men aged 25 to 54
E)
women aged 25 to 54
41)
Alicia has seen news stories about all the private data companies are collecting about consumers,
especially from their web searching behavior. She has visited some health–related sites because her
mother just learned that she has Type 2 diabetes, and Alicia wanted to be more informed about her
mother’s disease and the medication she was prescribed. One web site she visited was the company
that manufactures her mother’s medicine. However, Alicia is planning to purchase life insurance
within the next year, and she is afraid that the fact that she was researching this disease and
medications might negatively affect her premium rates if insurers have access to consumers‘ web
searching activity. What is the primary reason companies collect consumer information?
41)
A)
It lets them compile a database that they can sell to other marketers.
B)
It lets them better target their advertising.
C)
It lets them evaluate the effectiveness of their web sites.
D)
It lets them more precisely determine the price to charge to certain consumers.
E)
It helps them develop new products based on consumers’ information needs.
42)
Groups of people with a special interest can contact one another and exchange their opinions and
experiences through ________, which are sites located online, sometimes as part of an
organization’s web site, but sometimes completely independent of any company.
42)
A)
interconnects
B)
chat nets
C)
extranets
D)
intranets
E)
chat rooms
43)
Which type of communication is believed to be the most persuasive type of communication
available to marketers?
43)
A)
opt–in
B)
two–way
C)
opt–out
D)
mass
E)
one–way
44)
The linked system of international computer networks is known as the ________.
44)
A)
Electronet
B)
Cybernet
C)
Network
D)
Internet
E)
Intranet
45)
The information interface that allows people to access the Internet through an easy–to–use
graphical format is known as the ________.
45)
A)
Internet Explorer
B)
Netscape Navigator
C)
Wired World Web
D)
World Wide Web
E)
Interface
46)
Which of the following is a disadvantage of guerilla marketing?
46)
A)
unethical
B)
not effective
C)
lack of measurement
D)
limited reach
E)
illegal in many countries outside the United States
47)
A company’s ________ is the online face it presents to the public and is sometimes called a home
page.
47)
A)
Intranet
B)
Interface
C)
Interconnect
D)
web site
E)
Extranet
48)
The extra–long, skinny ads running down the right or left side of a web site are called ________.
48)
A)
superstitials
B)
minisites
C)
pop–ups
D)
skyscrapers
E)
borders
49)
The number of times a particular web site is visited is known as ________,
49)
A)
unique visitors
B)
page views
C)
clicks
D)
viewers
E)
hits
50)
What do most Internet users depend upon to find information?
50)
A)
intranets
B)
technical support
C)
search engines
D)
extranet
E)
chat rooms
51)
What is the major problem with respect to measuring the Internet audience?
51)
A)
impossible to measure the audience
B)
unethical to measure the audience without their knowledge
C)
illegal to measure the audience due to privacy laws
D)
lack of consumer support in monitoring behavior
E)
lack of standards to measure Internet effectiveness
52)
Which of the following is NOT an advantage of Internet advertising?
52)
A)
can level the playing field for small and medium–sized companies
B)
relatively inexpensive
C)
All of the above are advantages of Internet advertising.
D)
can provide excellent sales leads or actual sales for B2B advertisers
E)
can customize and personalize messages
53)
Which of the following are considered alternative or new media?
53)
A)
advertainment
B)
video games
C)
Webisodes
D)
wireless communication
E)
all of the above
54)
A practice, using the Internet, designed to deliver a groundswell of opinion or marketplace
demand for a product is called ________.
54)
A)
opinion leadership
B)
word–of–mouth
C)
two–stage adoption
D)
spam
E)
viral marketing
E
55)
A(n) ________ is a personal diary–like web page that is created by an individual and may also
contain links to other related sites that the writer feels are relevant.
55)
A)
chat room
B)
intranet
C)
blog
D)
chat net
E)
extranet
56)
Which of the following is a type of Internet advertising?
56)
A)
skyscrapers
B)
pop–ups and pop–behinds
C)
banner ads
D)
superstitials
E)
all of the above
57)
________ attempts to address the issue of unwelcome electronic communication by asking potential
consumers for their permission to send them e–mail.
57)
A)
Opt–out marketing
B)
Permission marketing
C)
Spam marketing
D)
Alternative marketing
E)
Viral marketing
58)
________ describes an approach that relies on actions initiated by consumers.
58)
A)
Intranet
B)
Search placement
C)
Search marketing
D)
Search engine
E)
Interactivity
59)
What phrase is used to describe moving images that can be transmitted online and received
through most computers and their modems?
59)
A)
rich video
B)
rich media
C)
live–action
D)
streaming video
E)
streaming media
60)
________ means that e–mailers can send a first e–mail, but they have to have an option that makes
it possible for you to say no to any further e–mails from that business.
60)
A)
Buy–out
B)
Can’t–spam
C)
Opt–out
D)
Access denied
E)
Opt–in
61)
Mini–Case Question. Bob and Larry wanted to develop a groundswell of marketplace demand for
their store, so they used e–mail to circulate a message among all of their family, friends, and
customers for which they had e–mail addresses. What type of marketing is this?
61)
A)
advertainment
B)
guerilla
C)
alternative
D)
wired
E)
viral
D
62)
________ refers to the amount of digital information that can be sent through a phone line or fiber
optic line.
62)
A)
Nano–technology
B)
Bytes
C)
Flow–through
D)
Bandwidth
E)
Click–through
63)
Because many consumers consider pop–ups, banner ads, and superstitials annoying and
ineffective, many companies instead are making their web sites more engaging and entertaining,
which the practice of providing ________.
63)
A)
branded entertainment
B)
brand experiences
C)
interactivity
D)
situational ads
E)
virtual experiences
64)
How did eBay, which was described in the chapter’s opening vignette, start out?
64)
A)
as an online search engine
B)
as a platform for collectors to find specific brands or items
C)
as an online site where consumers could swap Beanie Babies
D)
as an online flea market or garage sale
E)
as an online used book seller