109)
In one promotional activity, MSN.com had actors dressed as butterflies skate around the
streets of New York. Based on what you learned in this chapter, what form of advertising
media does this represent, why do advertisers use it, and are there any drawbacks?
109)
110)
Explain the objective of the eBay advertising campaign that was described in the chapter’s
opening vignette as well as how they executed the campaign.
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
One disadvantage of Internet advertising is that it is relatively expensive, often making it
prohibitive for a small company.
111)
112)
Corporate blogs are a way of keeping employees and other stakeholders informed.
112)
113)
The web is an international marketing and advertising medium, but it faces access, legal, linguistic,
currency, and technological barriers.
113)
114)
Spamming is illegal in the United States.
114)
115)
A URL is not part of the Internet.
115)
116)
The phrase streaming video is used to describe moving images that can be transmitted online and
received through most computers and their modems.
116)
117)
New media is a phrase that has been used to refer to new electronic forms such as the Internet.
117)
118)
Clutter is not as much of a problem on the Internet as it is in conventional advertising media.
118)
119)
A practice designed to deliver a groundswell of opinion or marketplace demand for a product is
called viral marketing, and it uses e–mail to circulate a message among family and friends.
119)
120)
There is no difference between branded entertainment and product placement.
120)
121)
Instant messaging (IM), which allows users to keyboard brief messages into a cell phone screen, is
used primarily by adults.
121)
122)
Alternative media refers to communication systems that permit two–way communication.
122)
123)
The primary use of the Internet by people of all demographic categories is for information
searching.
123)
124)
The Internet is an international medium with virtually no barriers for international marketers and
their advertising.
124)
125)
Webisodes have created a new form of web advertising following the “advertainment” trend in
television advertising that blends advertising and entertainment in order to attract audiences
turned off by traditional mainstream media.
125)
126)
E–business 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.
126)
127)
Online advertising serves three primary purposes: (1) provides a brand reminder message, (2)
delivers an informational or persuasive message, and (3) makes a sale.
127)
128)
Chat rooms are sites located online, sometimes as part of an organization’s web site, but sometimes
completely independent of any company, where groups of people with a special interest can
contact one another and exchange their opinions and experiences.
128)
129)
The major concern advertisers have about the Internet audience and its measurement is that not
enough consumers have access to it.
129)
130)
Opt–out means that e–mailers must get your permission before sending any e–mail.
130)
131)
The World Wide Web is a linked system of international computer networks.
131)
132)
Explain why and how e–mail is used as an advertising medium as well as the issues surrounding
its use.
132)
133)
The most common formats of Internet advertising include banner ads, skyscrapers,
pop–ups and pop–behinds, minisites, and superstitials.
133)
134)
Convergent marketing is unconventional marketing communication activities that are intended to
get buzz on a limited budget by using creative ways to reach people where they live, work, and
walk to create a personal connection and a high level of impact.
134)
135)
Internet marketers use offline advertising in conventional media to drive traffic to their web site.
135)
136)
The two permission–marketing strategies for consumers to control their inclusion on
e–mail lists are opt–in and opt–out.
136)
137)
Discuss the advantages and disadvantages of Internet advertising.
137)
138)
Bandwidth refers to the amount of digital information that can be sent through a phone line or fiber
optic line.
138)
139)
A company’s web site is the online face it presents to the public.
139)
140)
The primary method currently used to measure consumer response to Internet advertising is hits,
which is the number of times a particular site is visited.
140)
141)
Little electronic bugs that can be placed on your computer by a Web server to track your
movements online are called cookies.
141)
142)
Headline ads are small ads on other web pages on which people can click to move to the advertised
web site.
142)
143)
A blog is a personal diary–like web page that is created by an individual.
143)
144)
The term interactive describes media such as the Internet, phone, and e–mail.
144)
145)
One new Internet practice by marketers is to make their web sites more engaging and entertaining
to provide brand experiences.
145)
146)
Click–and–dial systems use wireless phones to access web sites.
146)
147)
Video games are an attractive alternative medium for advertisers because there are established
standards for measuring the effectiveness of the placement.
147)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
148)
Name and describe the five types of Internet advertising.
149)
Explain how the Internet audience is measured and advertisers’ concerns surrounding those measures.
150)
Explain the terms new media and alternative media, and name and describe some of the alternative and new
media forms that advertisers are experimenting with. Explain how they work and what advantages they
provide.
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