Chapter 15 – The Internet and Interactive Media
1. (p. 495–496) Like the other media, which are essentially unidirectional, the Internet also
provides only for one way flow of information.
2. (p. 496) Internet offers consumers the opportunity to provide their own content, offer their
own goods and services for sale, and provide feedback on the same as provided by others.
Chapter 15 – The Internet and Interactive Media
3. (p. 496) When major corporations first began to conduct business on the Internet, they put up
websites primarily for creating a strong brand image.
4. (p. 496) Developing and maintaining a successful website require significant time and effort.
Chapter 15 – The Internet and Interactive Media
5. (p. 497) Web sites do not serve as powerful tools for developing a brand image, sampling,
loyalty, and even generating sales.
6. (p. 497) Internet is both a communications as well as a direct response medium.
7. (p. 497) Internet is known as a communication medium as it allows the users to both purchase
and sell products through e-commerce.
Chapter 15 – The Internet and Interactive Media
8. (p. 497) Internet serves as the most effective tools for creating awareness of the organization
and its products especially in case of large companies.
9. (p. 498) Internet, though very effective in disseminating information to specific target groups,
10. (p. 498) It is not easy to create a brand image on the Internet.
Chapter 15 – The Internet and Interactive Media
11. (p. 498) Web sites that offer samples, promotions, and sweepstakes designed to encourage
trial.
12. (p. 499) Companies could make use of both ‘brick and mortar stores’ as well as Internet for
generating sales.
13. (p. 499) Web 1.0 ended with the ‘bursting of the dot com bubble’.
Chapter 15 – The Internet and Interactive Media
14. (p. 499) Facebook, Twitter, and other such interactive social networking sites form a part of
the Web 1.0 era.
15. (p. 501) Pop-ups are usually smaller than banner ads.
16. (p. 501) Advertisements that appear in form on small creatures on the screen while one
accesses certain websites are known as pop-ups.
Chapter 15 – The Internet and Interactive Media
17. (p. 501) Ronnie is most likely to come across an interstitial while he is waiting for his
favourite soap to download.
18. (p. 501) In case of search engine advertising, advertisers pay only when a consumer clicks on
their ad or link from a search engine page.
19. (p. 503) A hotel advertiser who places an ad on the travel booking website is making use of
contextual advertising.
Chapter 15 – The Internet and Interactive Media
20. (p. 504) Television commercials that appear on the Internet or are specifically designed for
the Internet are known as online commercials.
21. (p. 507) Blogs, on the Internet, are the most expensive way to reach large audiences.
22. (p. 511) All of the methods used to measure Internet activity and effectiveness are accurate.
Chapter 15 – The Internet and Interactive Media
23. (p. 512) Behavior tracking, on the Internet, helps in tailoring the message to appeal to the
specific needs and wants of the target audience.
24. (p. 513) One of the greatest disadvantages of the Internet is the lack of reliability of the
research numbers generated.
25. (p. 515) The largest growing mediums in the United States are mobile and the Internet.
Chapter 15 – The Internet and Interactive Media
26. (p. 515) Adoption of wireless technology in Asia has outpaced that in the United States.
27. (p. 495; 496) Which of the following statements is true about the Internet?
Chapter 15 – The Internet and Interactive Media
28. (p. 496) When major corporations first began to conduct business on the Internet, they put up
Web sites primarily for:
29. (p. 496) _____ is the place where providers make information available to users of the
Internet.
Chapter 15 – The Internet and Interactive Media
30. (p. 498) Naomi has a small consulting business. She wants to use her Web site to provide
background about her company’s qualifications and answer frequently asked questions.
Naomi will design her website with the primary objective of:
31. (p. 498) What was the primary objective marketers sought when they first employed the
Internet as a communications tool?
Chapter 15 – The Internet and Interactive Media
32. (p. 498) Which of the following is difficult to achieve through the Internet?
33. (p. 498) iTunes.com allows for a “sampling” of songs before you purchase in order to:
Chapter 15 – The Internet and Interactive Media
34. (p. 496) Which of the following statements about the role of the Web site is true?
35. (p. 498) Which of the following is a valid objective for a marketer who is employing the
Internet as a communications vehicle?
Chapter 15 – The Internet and Interactive Media
36. (p. 498) Cheerwine is a cherry-flavored cola. A visit to its Web site shows consumers where
the regional cola can be purchased, offers visitors a store where they can purchase clothes and
other items bearing the Cheerwine brand, a selection of recipes using Cheerwine, and links to
the Cheerwine NASCAR site. From this information, which of the following communications
objective does this site have?
37. (p. 498) CDW Computer Centers sells computer equipment to small- and mid-sized
businesses. Its Web site provides in-depth information on its products, its customer service, its
shipping policies, and its suppliers. Like most business-to-business sites, the primary
objective of this Web site is to:
Chapter 15 – The Internet and Interactive Media
38. (p. 498) Marketers have found it most difficult to _____ on the Internet because of a need to
develop creative strategies adapted to the medium.
39. (p. 498) The manufacturer of ‘Aleve’ pain reliever offered a free sample of the product to
visitors who registered at its Web site. In this case, the communications objective for the Web
site was to:
Chapter 15 – The Internet and Interactive Media
40. (p. 499) Direct selling of goods and services on the Internet is known as:
41. (p. 499) E-commerce is _____ on the Internet.
Chapter 15 – The Internet and Interactive Media
42. (p. 499) _____ is generally referred to as the first decade or so of the World Wide Web,
ending with the “bursting of the dot-com bubble”.
43. (p. 499) Which of the following statements is true about Web 1.0?
Chapter 15 – The Internet and Interactive Media
44. (p. 500) The most common form of advertising on the Web is:
45. (p. 500) _____ may take on a variety of forms as well as a number of names such as side
panels, skyscrapers, or verticals.
Chapter 15 – The Internet and Interactive Media
46. (p. 500) Banner ads are also known as:
47. (p. 500) At the Web site for Ivillage.com, there is an ad that stretches across the top of the
page for ‘Clinique’ cosmetics. If you click on the ad, it will take you to the ‘Clinique’ Web site
where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web
site is an example of a(n):