Deck 15: The Internet: Digital and Social Media

Question 1

When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image.
When major corporations first began to conduct business on the Internet, they put up websites primarily for information purposes, and a one-way flow of information resulted.

Answer 1

False

Question 2

One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet.
One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet. While some of these companies have been successful, others have not fared as well and have come to realize that branding and image-creating strategies must be specifically adapted to this medium.

Answer 2

True

Question 3

One of the reasons for the rapid growth of the Internet is consumers' increased desire for information.
A number of reasons can be cited as to why the growth of the Internet has been so rapid. One is consumers' increased desire for information that they are now able to obtain easily.

Answer 3

True

Question 4

Web 1.0 ended with the "bursting of the dot-com bubble."
Web 1.0 is generally referred to as the first decade or so of the World Wide Web, ending with the "bursting of the dot-com bubble."

Question 5

Ronnie is most likely to come across an interstitial while he is waiting for a download link of a software to load.
Interstitials are ads that appear on a user's screen while the user is waiting for a site's content to download.

Question 6

The Internet allows a user to both purchase and sell products through e-commerce.
The Internet is a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

Question 7

The Internet serves as the most effective tool for creating awareness of an organization and its products, especially in the case of large companies.
While a valuable tool for creating awareness-particularly for smaller companies that may have limited advertising budgets-the Internet is not likely to be the most effective of the IMC elements for achieving this objective for larger companies.

Question 8

The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media.
Information regarding requirements, specifications, submission dates, and so on, is disseminated more quickly, to more potential candidates, and at a much lower cost via the Internet than it is through other media.

Question 9

Pop-ups are usually smaller than banner ads.
Pop-ups are usually larger than banner ads but smaller than a full screen.

Question 10

Companies can make use of both "brick-and-mortar" stores as well as the Internet for generating sales.
Many companies maintain their existing "brick-and-mortar" stores while also selling through the Internet.

Question 11

The Internet allows companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives.
The Internet is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. For others, it is also a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

Question 12

Banner ads may be used for creating awareness or recognition.
The most common form of advertising on the web is banner ads. Banner ads may be used for creating awareness or recognition, entering viewers into contests and sweepstakes, or direct-marketing objectives.

Question 13

The 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.
The Internet is interactive, allowing for a two-way flow. Consumers not only control when and which messages and content they are exposed to, but now provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others.

Question 14

Advertisements that appear in the form of small animated characters on the screen while one accesses certain websites are known as pop-ups.
When you access the Internet, you no doubt have seen a window or a creature of some sort appear on your screen in an attempt to get your attention. These advertisements are known as pop-ups, and they often appear when you access certain sites.

Question 15

A hotel advertiser who places an ad on a travel booking website is making use of contextual advertising.
Advertisers who target their ads based on the content of a webpage are using contextual advertising.

Question 16

The Internet is a communications medium as well as a direct response medium.
The Internet is actually a hybrid of media. In part, it is a communications medium, allowing companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. For others, it is also a direct-response medium, allowing a user to both purchase and sell products through e-commerce, like Amazon and Craigslist.

Question 17

Like other media, which are essentially unidirectional, the Internet also provides only a one-way flow of information.
Unlike other media, which are essentially unidirectional and responsible for the content provided and products and services offered for sale, the Internet is interactive, allowing for a two-way flow.

Question 18

Inorganic search results are those that appear because of their relevance to the search terms, not advertisements.
Organic search results are those that appear because of their relevance to the search terms, not advertisements.

Question 19

The Internet can be used as an effective medium by marketers for stimulating trial of their products or services.
Many marketers have found the Internet to be an effective medium for stimulating trial of their products or services. Often websites offer electronic coupons in an attempt to stimulate trial of their products.

Question 20

Unlike other media, the Internet is a hybrid of media.
Unlike other media, the Internet is actually a hybrid of media.

Question 21

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.
One of the greatest disadvantages of the Internet and new media is the lack of reliability of the research numbers generated.

Question 22

When major corporations first began to conduct business on the Internet, they put up websites primarily for:

A)information purposes.
B)product placement.
C)increasing interest.
D)inducing trial.
E)increasing sales.

Question 23

When using the Internet as a medium, traditional marketers have experienced difficulties in:

A)creating awareness.
B)generating interest.
C)disseminating information.
D)creating brand images.
E)creating strong brands.

Question 24

Which of the following is true of the Internet as a medium for branding?

A)Unlike print media, the Internet is not an effective tool for branding.
B)Unlike using television as media, the Internet does not enable service branding.
C)The Internet is more effective as a media for branding because it has a one-directional communication flow.
D)Unlike the radio, the Internet is not an effective medium for branding for large companies.
E)The Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation.

Question 25

Behavior tracking on the Internet helps in tailoring the message to appeal to specific needs and wants of the target audience.
As a result of precise targeting, messages can be designed to appeal to the specific needs and wants of the target audience, much of which comes from behavior tracking.

Question 26

DigiCell Inc. sells computer equipment to small- and mid-sized businesses. Its website provides in-depth information on its products, customer service, shipping policies, and suppliers. Like most business-to-business sites, the primary objective of this website is to:

A)eliminate economies of scale.
B)create diseconomies of scale.
C)disseminate information.
D)replace advertising in trade journals.
E)prevent price wars.

Question 27

Which of the following is true of e-commerce?

A)It is typically considered an ancillary sales medium.
B)It cannot be used as a business-to-business medium.
C)It is a direct sales strategy.
D)It is synonymous with "brick-and-mortar" stores.
E)It is a primary component of C2C marketing.

Question 28

All of the methods used to measure Internet activity and effectiveness are accurate.
Unfortunately, not all of the methods used to measure Internet activity and effectiveness are accurate.

Question 29

The Internet:

A)enables only one-way information flow.
B)is unidirectional.
C)is a direct-response medium.
D)doesn't allow feedback from consumers.
E)is independent of other media.

Question 30

Which of the following statements is true of the Internet?

A)The Internet is an interactive medium that allows for a two-way flow of information.
B)The Internet is a communications medium rather than a direct-response medium.
C)Rapid industrialization is the main factor that has led to the rapid growth of the Internet.
D)The Internet is a unidirectional medium like all other media.
E)The Internet does not allow consumers to control the messages and content they are exposed to.

Question 31

Direct selling of goods and services on the Internet is known as:

A)direct response advertising.
B)consumer-to-consumer selling.
C)business-to-business selling.
D)e-commerce.
E)blogging.

Question 32

The manufacturer of "Allay" pain reliever offered a free sample of the product to visitors who registered at its website. In this case, the communications objective of the website was to:

A)disseminate information.
B)create a route for disintermediation.
C)create an e-commerce site.
D)stimulate trial.
E)create a brand imagE.The above scenario is an example of stimulating trial through the Internet.Often websites offer electronic coupons in an attempt to stimulate trial of their products.Others offer samples, promotions, and sweepstakes designed to encourage trial.

Question 33

Blogs are the most expensive way to reach large audiences.
Some marketers are excited about the potential of blogs to reach large audiences at a small cost.

Question 34

Online commercials are significantly different from traditional television commercials.
The equivalent of traditional television commercials, online commercials are appearing more often on the net.

Question 35

One of the perceived disadvantages of the Internet is that it cannot measure commercial effectiveness, due in part to its inability to measure activity in real time.
One of the perceived advantages of the Internet is a company's ability to measure commercial effectiveness, due in part to its ability to measure activity in real time.

Question 36

Which of the following is true of the Internet as an advertising medium?

A)Blogs and discussion boards are considered particularly useful for providing information to evaluate products and brands.
B)Typically, the Internet does not enable marketers to stimulate trial of products or services.
C)Most marketers believe that the Internet is not an effective medium for achieving communications objectives such as consideration and/or evaluation.
D)The Internet cannot be used to create a "buzz" for a product or service.
E)While it can be used to complement traditional advertising, the Internet cannot be used as an independent medium.

Question 37

Which of the following factors has led to a rapid adoption of the Internet?

A)Decreased Internet traffic
B)Decreased government regulations
C)The increasing availability of leisure time
D)The ability to conduct e-commerce through one's personal computer
E)Reduction of clutter in terms of broadcast and print media

Question 38

Digital Melody, an online digital media store, allows customers to "sample" songs before they make a purchase decision. In this scenario, Digital Melody is trying to:

A)disseminate information.
B)create awareness.
C)build an image.
D)create a strong brand.
E)stimulate trial.

Question 39

In developing creative strategies specifically adapted to the medium, marketers have found it most difficult to:

A)disseminate information through the Internet.
B)provide current price lists on the Internet.
C)create viable links to suppliers using the Internet.
D)overcome online buying center barriers.
E)create a brand image on the Internet.

Question 40

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:

A)build a brand image.
B)allow customer sampling.
C)disseminate information.
D)handle objections.
E)induce trial.

Question 41

Which of the following statements is true of Web 1.0?

A)It started with the bursting of the dot-com bubble.
B)It consisted mainly of static sites resulting in a one-way flow of communication.
C)It led to the decentralization of communications and interactivity.
D)It led to dramatic changes in the World Wide Web with information provided by users as contributors.
E)Web 2.0 users acted as contributors in Web 1.0.

Question 42

_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.

A)Pop-ups
B)Interstitials
C)Links
D)Banner ads
E)Blogs

Question 43

The terminology used to refer to the early evolution of the World Wide Web, in which users could view webpages and interface with them but could not contribute to the content of the web page, is known as _____.

A)WEB 2.0
B)WEB network
C)WEB 1.0
D)WEB 1.8
E)WEB HTML

Question 44

Banner ads:

A)are rarely used for advertising on the web.
B)are typically used in transit advertising.
C)are synonymous with interstitials.
D)cannot be used for fulfilling direct-marketing objectives.
E)can be static, animated, or in flash.

Question 45

While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:

A)content sponsorship.
B)a pop-up.
C)push technology.
D)functional sponsorship.
E)a pop-under.

Question 46

The website of WEmpower.com, an online women's magazine, has a book section sponsored by Spellbound.com, an e-commerce website. Spellbound.com has a similar arrangement with Valdivia.com and a few other sites. In this scenario, Spellbound.com is using a(n):

A)button sponsorship.
B)banner sponsorship.
C)regular sponsorship.
D)interstitial sponsorship.
E)content sponsorship.

Question 47

Ruminate Inc., an architectural design firm, pays for name association on a section of placeproperty.com, a real estate website. Ruminate also sponsors a section on assetplus.com, another real estate website. Ruminate is using:

A)guerrilla sponsorship.
B)paid search.
C)regular sponsorship.
D)pay-per-click advertisement.
E)content sponsorship.

Question 48

Which of the following statements is true of Web 2.0?

A)For the most part, Web 2.0 consists of static sites resulting in a one-way flow of communication.
B)Web 2.0 has led to dramatic changes in the World Wide Web due to decentralization of communications and interactivity.
C)Web 2.0 ended with the bursting of the dot-com bubble, leading to the development of Web 3.0.
D)Web 2.0 is the terminology used to refer to the early evolution of the World Wide Web in which users could only view the web pages.
E)Web 2.0 does not allow users to contribute to the content of a webpagE.Web 2.0 has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content such as user-generated ads content, etc.and so on.

Question 49

_____ occur when a company pays to sponsor a section of a site.

A)Paid searches
B)Interstitials
C)Regular sponsorships
D)Content sponsorships
E)Irregular sponsorships

Question 50

After Jones finished reading an article titled "101 Places To Visit Before You Die" in the travel website Excursion 2.0, he closed the page. Subsequently, he saw an ad on his screen that invited him to subscribe to the print version of Excursion 2.0 magazine. This ad is an example of:

A)content sponsorship.
B)a pop-up.
C)push technology.
D)functional sponsorship.
E)a pop-under.

Question 51

_____ has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content.

A)Interstitial
B)Web 1.0
C)Web 2.0
D)E-commerce
E)B2B selling

Question 52

_____ are ads that appear underneath a webpage and become visible only when a user leaves the site.

A)Links
B)Interstitials
C)Banner ads
D)Pop-unders
E)Blogs

Question 53

Regular sponsorship occurs:

A)when a sponsor buys pop-ups.
B)when a sponsor buys banners and headliners.
C)when a sponsor takes a corporate sponsorship of a page.
D)when a sponsor buys pop-unders.
E)when a sponsor provides part of the content for a websitE.A common form of advertising is sponsorships.Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

Question 54

Banner ads are also known as:

A)interstitials.
B)paid searches.
C)pop-ups.
D)side panels.
E)links.

Question 55

Yoana is an online women's magazine that features an animated ad for Carmen's Cosmetics on its website. If a visitor clicks on the ad, it will take the visitor directly to Carmen's website. This ad is an example of a(n):

A)interstitial.
B)banner.
C)pop-up.
D)sponsorship.
E)paid search.

Question 56

Gizmo World, a gadgets magazine, pays for name association on a section of TechAtlas.com, an e-commerce site that sells cell phones and accessories. Gizmo World features its own articles on Tech Atlas. This is an example of a(n):

A)interstitial.
B)regular sponsorship.
C)push technology
D)pop-unders.
E)content sponsorship.

Question 57

Regular sponsorship occurs when:

A)a sponsor participates in providing the content.
B)a sponsor approves the content of a site.
C)a company pays to sponsor a section of a site.
D)a sponsor contributes all or part of the content.
E)advertisers pay only when a consumer clicks on their ad from a search engine pagE.Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

Question 58

The Clement Network, a satellite television channel that broadcasts weather forecasts, pays money in return for its name association with Nahla.com, an Internet portal. The Clement Network also provides weather information for the site. Which of the following methods of advertising on the Internet is Clement Network using?

A)Interstitials
B)Regular sponsorship
C)Push technology
D)Pop-unders
E)Content sponsorship

Question 59

Like broadcast or print, the Internet:

A)can only disseminate and not assimilate information.
B)offers extensive psychographic selectivity.
C)is an advertising medium.
D)has a low reach.
E)has no problems related to user privacy.

Question 60

Jonathan visits iJaunty.com, a travel website, for information on the top ten tourist destinations in the United States. When he exits the website, an ad for Emblazon cell phones appears on his computer screen, inviting him to purchase the cell phone at a discounted price. This ad is an example of:

A)content sponsorship.
B)a pop-up.
C)regular sponsorship.
D)functional sponsorship.
E)a pop-under.

Question 61

Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by:

A)the context in which ads are made.
B)the content on a webpage.
C)content sponsorships.
D)pay-per-click advertising.
E)advertising concepts.

Question 62

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation."

A)Interstitials
B)Support media
C)Contextual ads
D)Simulations
E)Rich media

Question 63

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

A)Interstitial
B)Optimized
C)Nonorganic
D)Paid
E)Organic

Question 64

_____ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site.

A)Pop-unders
B)Pay-per clicks
C)Interstitials
D)Plug-ins
E)Floating ads

Question 65

Once a user visits a website and leaves without purchasing a product, a specifically targeted ad is displayed on subsequent participating websites the user visits. This phenomenon is known as:

A)retargeting.
B)rebounding.
C)heuristic targeting.
D)search engine optimization.
E)contextual targeting.

Question 66

Advertisers who target their advertising based on the information provided on webpages are using:

A)behavioral targeting.
B)advertising allowance analysis.
C)rich media marketing.
D)database marketing.
E)contextual advertising.

Question 67

_____ are short featured films made by advertisers in which companies create their own content to advertise their products.

A)Online commercials
B)Video on demand
C)Blogs
D)Webisodes
E)Interstitials

Question 68

Advertisers employ search engine optimization (SEO) to:

A)more specifically target customers who may be interested in their offerings.
B)attract customers to their products and services through the non-organic search process.
C)monitor Internet traffic.
D)include attractive multimedia content in their webpages.
E)sponsor a section of a websitE.In an effort to more specifically target customers who may be interested in their offerings, advertisers employ search engine optimization (SEO).

Question 69

_____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.

A)Search engine optimization
B)Linking
C)Rich media marketing
D)Behavioral targeting
E)Contextual targeting

Question 70

Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on their website surfing behaviors. The company places ads on websites where web traffic is highest for golf-related searches. In this scenario, Clinton Steel is using:

A)behavioral targeting.
B)advertising allowance analysis.
C)rich media marketing.
D)video substitution selection.
E)contextual advertising.

Question 71

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.

A)behavioral targeting
B)native advertising
C)ambient advertising
D)specialty advertising
E)buzz sponsorship

Question 72

As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

A)pre-rolls
B)social media
C)native ads
D)rich media
E)interstitials

Question 73

Behavioral targeting can be done by:

A)compiling clickstream data and Internet protocol information.
B)providing regular and content sponsorship in a section of a website.
C)including animation and flash in websites.
D)placing a website higher on a search engine page.
E)employing pay-per-click advertising.

Question 74

_____ include all content that is created in flash.

A)Banner ads
B)Links
C)Interstitials
D)Rich media
E)Paid searches

Question 75

The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

A)Web 1.0
B)Web 2.0
C)paid search
D)rich media
E)e-commerce

Question 76

_____ sites are platforms that allow users to share interests, activities, backgrounds, or real-life connections.

A)Social networking
B)Contextual advertising
C)Behavioral targeting
D)User-generated video sharing
E)Podcast networking

Question 77

As defined by Wikipedia, _____ is "a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience."

A)behavioral targeting
B)native advertising
C)ambient advertising
D)support media advertising
E)content sponsorship

Question 78

Which of the following is true of social media?

A)It is typically not used by firms as a marketing medium.
B)It cannot be accessed using smartphones.
C)It can be accessed only using specific Internet protocols.
D)It is a type of content aggregator.
E)It is built on the ideological foundations of Web 2.0.

Question 79

Pay-per-click advertising is an example of:

A)interstitial search.
B)organic search.
C)nonorganic search.
D)nonoptimized search.
E)spam search.

Question 80

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing patterns, such as which websites they have visited and/or searches they have made.

A)Search engine optimization
B)Linking
C)Rich media marketing
D)Behavioral targeting
E)Contextual targeting