65)
As described in “A Matter of Principle,” how did Wilson Sporting Goods get beyond buying
eyeballs when sponsoring Tennis Camps?
65)
A)
demonstrate their products at a trade show
B)
advertise extensively on the Internet
C)
email messages to all of the participants in the camps
D)
deliver messages in a context that will intersect with a target audience‘s interests.
E)
send text messages to the cell phones of the participants in the camps
66)
________ represents the number of people who click on a banner ad.
66)
A)
Click–through
B)
Viewers
C)
Unique visitors
D)
Hits
E)
Page visits
67)
The closer the medium is to dialogue, or the more a user is able to manipulate the content, the more
it can properly be described as ________ communications.
67)
A)
mass
B)
permission
C)
interconnected
D)
selective
E)
interactive
68)
According to the chapter’s opening and closing vignettes, which of the following is considered the
premier online auction site?
68)
A)
Fanfiction.com
B)
Invisionfree.com
C)
Google
D)
eBay
E)
Amazon.com
69)
________ is a new technology that makes it possible to broadcast TV online.
69)
A)
Chat rooms
B)
Help lines
C)
Netcasting
D)
Vlogs
E)
Blogs
Explanation:
70)
Sales staffs have found that through ________ they can give their customers more experiences with
products and fast–changing technological trends.
70)
A)
blogs
B)
Webisodes
C)
URLs
D)
portals
E)
Internet support services
Explanation:
Explanation:
71)
Which medium is considered interactive both because users are involved in selecting the
information they attend to and because they can contact the company and other users directly?
71)
A)
magazines
B)
television
C)
radio
D)
newspapers
E)
Internet
72)
Mini–Case Question. Small ads for FliesRUs.com were placed on other web pages, such as those
frequented by fly fishing enthusiasts, by a web advertising placement company. Consumers could
click on the FliesRUs.com’s ad, and they would be taken to the Flies–R–Us web site. What type of
Internet ad does this represent?
72)
A)
pop–up
B)
blog
C)
banner ad
D)
minisite
E)
superstitial
Explanation:
73)
Rosa Kate‘s is a gift shop that specializes in monogramming. The owners want to expand their
business by selling on the Internet. What is the online face it presents to the public called?
73)
A)
search engine
B)
interstitial
C)
web site
D)
blog
E)
superstitial
Explanation:
Explanation:
74)
What is the primary use of the Internet by people of all demographic categories?
74)
A)
information searching
B)
shopping
C)
creative pursuits
D)
communication
E)
entertainment
75)
________ refers to all the hardware, software, and computer know–how that provide a platform for
businesses that use the Internet to sell products, as well as to manage their accounting, distribution,
production, advertising, customer service, personal sales, internal communication to employees,
and external communication to outside stakeholders.
75)
A)
Interactive–commerce
B)
Alternative media
C)
E–commerce
D)
E–business
E)
Electronic media
76)
________ links the common phone to a computer.
76)
A)
Interconnects
B)
Telecommunication
C)
Superstitials
D)
Wireless communication
E)
Hybrid technologies
77)
Why would marketers targeting Latinos want to be in Second Life?
77)
A)
Latinos are more likely to play online games than those in the general market.
B)
Latinos like to celebrate holidays.
C)
Latinos have larger families than the general market.
D)
Latinos are more imaginative than other people.
E)
Latinos are on average younger than the rest of the population.
78)
Which type of Internet advertising is thought of as “the Internet’s commercial,” designed to work
like TV ads?
78)
A)
minisites
B)
pop–ups
C)
banner ads
D)
superstitials
E)
skyscrapers
79)
What kind of web discussion sites have become a major tool for customers to talk about their brand
experiences both before and after they make a purchase and are good information sources
regarding customer and industry perspectives, as well as competitive information?
79)
A)
extranets
B)
intranets
C)
search engines
D)
chat rooms
E)
chat nets
80)
What word or phrase is used in traditional media industries to describe the blurring of the
differences among television, print, and the Internet media?
80)
A)
consolidation
B)
convergence
C)
synergy
D)
brand submersion
E)
brand experience
81)
Which of the following is NOT considered to be alternative or new media?
81)
A)
Internet applications such as Webisodes
B)
advertainment
C)
celebrity endorser
D)
guerilla marketing
E)
wireless communication
C
82)
Blasting millions of unsolicited e–mail messages to e–mail in–boxes is called ________.
82)
A)
spamming
B)
blasting
C)
shot gunning
D)
broadcasting
E)
junk mailing
A
83)
What type of systems use wireless phones to access web sites?
83)
A)
click–and–dial systems
B)
point–and–dial systems
C)
guerilla marketing systems
D)
instant messaging systems
E)
convergent systems
A
B
84)
________ are visual essays available online.
84)
A)
Technets
B)
Internets
C)
Connectnets
D)
Vblogs
E)
Intranets
85)
Which of the following is NOT a new technology that provides active components in Internet ads?
85)
A)
Flash
B)
plug–ins
C)
minisites
D)
Java script
E)
media streaming
Answer:
86)
Tony’s client wanted a unique communication plan that could make an impact on the target market
throughout their day and wherever they happen to be. Tony needs to consider ________ as a major
tool for this client’s campaign?
86)
A)
nontraditional media
B)
intranet
C)
newspaper
D)
TV
E)
magazine
Answer:
87)
________ is considered “junk e–mail” by consumers who are irritated by the avalanche of
solicitations that clutter their in–boxes.
87)
A)
Blast
B)
Virus
C)
Spam
D)
Cookie
E)
Worm
Answer:
Answer:
88)
Which of the following is NOT a type of Internet advertising?
88)
A)
pop–ups
B)
skyscrapers
C)
banner ads
D)
superstitials
E)
All of the above are types of Internet advertising.
89)
What was the objective of eBay’s advertising campaign that was described in the chapter’s opening
vignette?
89)
A)
to move eBay from being seen as a U.S.–based marketplace to an international marketplace
B)
to move eBay from being seen as an online flea market to a broad–based web marketplace
C)
to move eBay from being seen as an online search engine to an online flea market or garage
sale
D)
to move eBay from being seen as an online used book seller to an online flea market or garage
sale where consumers could find a wide assortment of products and brands that others are
selling
E)
to move eBay from being seen as an online used book seller to a broad–based web
marketplace
90)
Which of the following are advantages of Internet advertising?
90)
A)
relatively inexpensive
B)
can deliver business, such as the pop–behind ads that motivate people to respond
C)
can provide excellent sales leads or actual sales for B2B advertisers
D)
can customize and personalize messages
E)
all of the above
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Mindy understands what is meant by the term Internet advertising, but she’s not really sure
how that is different from the term e–business. Explain the concept of e–business and how it
is different from Internet advertising.
91)
92)
Mini–Case Question. When customers visit or purchase from the Talbots web site, they are
asked to check a box if they want to receive e–mail messages from Talbots announcing
sales and special offers. What is this known as and why do you think Talbots does it this
way instead of simply sending e–mail to customers who provide their e–mail addresses
when purchasing?
92)
93)
Amie saw the movie The Phantom of the Opera and really liked it. She was familiar with the
music because her mother purchased the CD after she saw the play in New Orleans, but
Amie had never seen it before. Once she saw the movie, however, she got really interested
in it and even read the book. She also has searched the Internet and found one site that
other fans use to contact one another and exchange their opinions and experiences. She
even rented the silent version of the movie, but the ending was defective. She asked other
fans, through the Internet, about the ending and received feedback immediately. From this
site she can also link to several fans’ personal online “diaries” about Phantom. She has also
found an area on Fanfiction.com where people post their own stories about Phantom, and
she uploaded one herself and received favorable reviews. What are the sites where Amie
can interact with other fans and those that are other fans‘ electronic diaries called, and why
should advertisers be aware of them?
93)
94)
As discussed in the “Hands On” case at the end of the chapter, describe the successful
approach Pontiac took when entering Second Life.
94)
95)
Mini–Case Question. Talbots has the ability to collect preference and choice information on
visitors to its web site, but it is very concerned that their customers understand that they
maintain a responsible position with respect to their use of that data. How do businesses
inform visitors to their web site of this fact?
95)
96)
Kevin, the tech support person where Lori works, ran a Spybot software program on Lori’s
computer because she was afraid of viruses. The sweep revealed was several cookies. Lori
doesn’t understand what those are and asked Kevin about them. What should Kevin tell
her?
96)
97)
As described in “A Matter of Principle,” how did Wilson Sporting Goods succeed in
delivering a message to a target audience?
97)
98)
When Procter & Gamble introduced Physique shampoo, they sent e–mails to people asking
for referrals. People referring 10 friends to the shampoo’s promotional web site received
free merchandise and were entered into a sweepstakes to win a year’s supply of the
shampoo. Explain what this technique is known as and why marketers use it.
98)
99)
Describe eBay’s global ties in the chapter‘s closing vignette.
99)
100)
Jim was looking for information on jet skis because he was interested in buying one. So he
went to the Internet and “googled” it using the key words jet skis. Several results were
returned, and he noticed that there were several “sponsored links” to businesses selling jet
skis and accessory items along the top and right side of the search results page. In fact,
“Honda Jet Ski Deals” was in blue along the top, and when he clicked on it, it took him to
Honda Motorcycle’s web site where he could get more information on Honda jet ski
products. What is Google, and how do marketers get these “sponsored links” on the results
pages?
100)
101)
There has been an increase in concern over several direct marketing tactics, particularly
bulk e–mail marketing. Some consumer groups and lawmakers want to require marketers
to first gain permission from consumers before they could send e–mail, while others are
satisfied if an initial unsolicited e–mail message provides a means for consumers to
indicate they do not want to be contacted any further. Name these two solutions and
briefly describe them.
101)
102)
Describe nontraditional media and explain how advertisers can use this media presented
in “The Inside Story.”
102)
103)
Jerome wants to use the Internet to expand his business but is not sure he understands how
the Internet audience is measured. Explain variables that are used to measure Internet web
site audiences and Internet advertising.
103)
104)
Mini–Case Question. Talbots would also like to get their clothing integrated into popular
television shows that are viewed by their target market. Because viewers would not be able
to see the brand name if an actress is wearing the clothes, Talbots wants to be an integral
part of the story in a given episode. Name and describe this alternative media option.
104)
105)
Mini–Case Question. When customers purchase from the Talbots web site, they do not
have to enter all of their billing and shipping information because it automatically comes
up when they enter their Talbots account number. What enables marketers to do this?
105)
106)
Mini–Case Question. Talbots wants to increase its Internet advertising. Name and describe
the types of Internet advertising available.
106)
107)
Several businesses are using the Internet to expand internationally. Name and describe five
barriers the web faces as an international marketing and advertising medium.
107)
108)
To get consumers to come back frequently to their web site, Amazon.com is considering
developing a series of movie critics and book reviewers reviewing DVDs and books that
are available to the market that week. The format is to be entertaining where two reviewers
will banter with each other during their reviews, being serious yet humorous. Explain
what this new Internet practice is called and why advertisers are starting to use it more
often.
108)