Question 1

Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program?
A)The Internet is not a good source of leads for a company's sales force.
B)Customer service can only be provided by an actual person.
C)One-to-one relationships can only be established by the salesperson and not on a computer.
D)In a well-designed IMC program,the use of the Internet and personal selling should be complementary.
E)A company's Web site cannot be expected to stimulate trial purchase;only salespeople can do this.

Accepted Answer

In an integrated marketing communications program, the use of the Internet and personal selling should be complementary, working together to achieve the overall marketing goals of the company. The Internet can be utilized for lead generation and customer relationship management, while personal selling can provide personalized customer service and establish one-to-one relationships. A well-designed IMC program would recognize the strengths and limitations of both approaches and use them in a complementary way. Option A, B, and E are incorrect because the statements are either too broad or too limiting and do not accurately reflect the relationship between the Internet and personal selling in an IMC program.

Question 2

A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www.GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons.The connecting of buyers and sellers is one way the Internet performs _____ activity.
A)direct marketing
B)personal selling
C)television advertising
D)public relations
E)sales promotions

Accepted Answer

The answer of A professional fisherman who has freshly-caught salmon...

Question 3

When Dakota checked her e-mail after returning from a week's trip,she found had 53 e-mails and only two contained information she needed.The rest were unwanted and unrequested,which are referred to as:
A)mistargted e-mail.
B)electronic commercial messages.
C)spam.
D)interconnects.
E)interstitials.

Accepted Answer

The unwanted and unrequested emails are referred to as spam.

Question 4

Which of the following has been cited as an advantage associated with using the Internet?
A)Prestige
B)Annoyance
C)Privacy
D)Ability to tailor message to target market
E)Reliability

Accepted Answer

The ability to tailor messages to the target market is a commonly cited advantage of using the Internet, as it allows businesses and individuals to reach specific audiences with relevant and personalized content.

Question 5

Which of the following has been cited as a disadvantage associated with using the Internet?
A)Inability to use message tailoring
B)Lack of sales potential
C)High costs
D)Irritation
E)Lack of creativity

Accepted Answer

One disadvantage associated with using the Internet is the potential for irritation, such as pop-up ads, spam emails, and slow loading times.

Question 6

When Eli checked his e-mail,he had an offer to buy software that would make it easier for him to file his income tax next year.This e-mail offer is an example of how the Internet and _____ can complement each other.
A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)interconnects

Accepted Answer

Direct marketing is the practice of reaching out to individual consumers directly and offering them products or services. This e-mail offer is an example of direct marketing, as the software company is directly contacting Eli with an offer to purchase their product. The use of the Internet as a distribution channel for these types of direct marketing campaigns is common and can be very effective.

Question 7

Which of the following statements is true about the Internet?
A)A major advantage of the Web is the ability to target very specific groups of individuals.
B)One major disadvantage of the Internet is that it leads to a lot of waste coverage.
C)In the consumer market,the Internet resembles a combination trade magazine and trade show,as only those most interested in the products and/ or services a site has to offer will visit the site.
D)The Internet does not offer to carry one-to-one marketing messages.
E)One of the main disadvantages of the Internet is the lack of creative opportunity associated with its use.

Accepted Answer

The Internet allows for targeted advertising and marketing, enabling businesses to reach specific groups of individuals based on their interests, behaviors, and demographics.

Question 8

Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments.To enter sweepstakes,consumers had to visit Buick's site.Buick used which promotional mix element on the Internet?
A)Direct marketing
B)Personal selling
C)Television advertising
D)Public relations
E)Sales promotions

Accepted Answer

Buick used a sales promotion in the form of a sweepstakes to encourage consumers to visit their website and potentially win the car Tiger Woods uses during tournaments.

Question 9

Good Mews is a no-cage,no-kill cat shelter that tries to care for and find homes for cats and kittens that have been abandoned by their owners.The non-profit group uses a Web site to show cats that are available for adoption,how cats are cared for at the shelter,and to spotlight various volunteers' efforts.This is an example of how the Internet can be used as a(n)_____ tool.
A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)advertising

Accepted Answer

The use of the website to showcase the cats available for adoption, and how they are cared for at the shelter, as well as highlighting volunteers' efforts, is an example of good public relations. The goal is to positively promote the shelter and its activities to the public, and to generate interest in adopting the cats.

Question 10

_____ allows the viewer of a television program to interact with the program and the ads,essentially merging television and the Internet.
A)An interstitial
B)A blog
C)A podcast
D)Interactive TV
E)Virtual reality

Accepted Answer

The term that best fits this description is "Interactive TV." Interactive TV refers to television content that enables the viewer to interact with the program or ads using the internet or other digital technologies. This merging of television and the internet allows for a more engaging experience for the viewer and can provide marketers with unique opportunities for advertising and data collection.

Question 11

Which of the following is a traditional method of measuring the effectiveness of the Internet?
A)Unique visitors
B)Post-click conversions
C)View-through rate
D)Webpage eye tracking
E)Recall and retention

Accepted Answer

The answer of Which of the following is a traditional...

Question 12

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com?
A)Direct marketing
B)Personal selling
C)Television advertising
D)Public relations
E)Sales promotions

Accepted Answer

A website called www.winfreestuff.com is likely to heavily rely on sales promotions within the marketing mix to attract website visitors and encourage them to engage with the site by offering free stuff. Sales promotions such as contests, giveaways, and discounts help to incentivize potential customers to visit and stay on the website, increasing the chances of conversion and adding to the site's overall success.

Question 13

Some marketers believe the Internet will eventually replace traditional forms of advertising.Others disagree.Which of the following weaknesses of the Internet would support those who disagree?
A)Lack of reliability of the research numbers generated
B)Its inability to provide in-depth information
C)Its inability to offer sight and sound
D)Its lack of sales potential
E)Its lack of creativity

Accepted Answer

The lack of reliability of the research numbers generated on the Internet can be a significant weakness, as it may lead to inaccurate targeting and measurement of advertising effectiveness, supporting those who believe traditional advertising will not be completely replaced.

Question 14

Less targeted and unwanted e-mails are referred to as:
A)blogs.
B)podcasts.
C)webisodes.
D)spams.
E)buttons.

Accepted Answer

Less targeted and unwanted e-mails are commonly referred to as spam.

Question 15

Which of the following is an Internet specific measure?
A)Recall tests
B)Retention tests
C)Sales
D)Return on investment (ROI)
E)Cost per conversion

Accepted Answer

Cost per conversion is an Internet specific measure as it calculates the cost incurred to convert a website visitor into a customer or lead on the internet. The other options such as recall tests, retention tests, sales, and return on investment (ROI) are not specific to the internet and can be used for any form of marketing or advertising.

Question 16

Which of the following has been cited as an advantage associated with using the Internet?
A)Privacy
B)Reliability
C)Annoyance
D)Prestige
E)Target marketing

Accepted Answer

Target marketing is an advantage associated with using the Internet. The Internet provides businesses with the ability to specifically target their desired audience through various marketing techniques such as search engine optimization, social media advertising, and email marketing. This has the potential to increase sales and generate more business for companies.

Question 17

Recent press releases about what is going on in the company are available at the ArvinMeritor Web site.Anyone doing research on the company has access to these stories.In this way,ArvinMeritor uses the Internet as a(n)_____ tool.
A)sales promotion
B)personal selling
C)direct marketing
D)public relations
E)advertising

Accepted Answer

ArvinMeritor uses the Internet as a tool for public relations. This is evident from the fact that they are providing press releases about what's going on in the company, which is a typical PR activity.

Question 18

A _____ is a Web-based publication consisting primarily of periodic articles,normally presented in reverse chronological order.
A)widget
B)button
C)link
D)blog
E)podcast

Accepted Answer

A blog is a website or portion of a website that features regularly updated content in the form of individual entries, articles, or posts. These posts are typically arranged in reverse chronological order (with the most recent post at the top) and can cover a wide variety of topics, such as news, politics, entertainment, personal stories, or product reviews. Blogs can be authored by individuals, organizations, or groups, and often allow for user comments and feedback.

Question 19

Interactive TV,interactive CD-ROMs,kiosks,and interactive phones:
A)are viewed by businesses as breaches of consumer rights to privacy.
B)can be used as contributors to an IMC program.
C)cannot be linked with traditional advertising media.
D)will replace the Internet in most IMC programs.
E)are not viewed as being viable elements within a well-designed IMC program.

Accepted Answer

Interactive TV, interactive CD-ROMs, kiosks, and interactive phones are all examples of interactive media that can be used as contributors to an IMC program. These technologies allow for a more engaging and personalized experience for consumers, which can help build brand awareness and loyalty. Including these elements in an IMC program can create a more comprehensive and effective marketing strategy.

Question 20

No other medium is as personal or interactive and constantly with the viewer as is the:
A)television.
B)radio.
C)cell phone.
D)newspaper.
E)direct mail.

Accepted Answer

Cell phones are always with their owners and provide constant interaction through calls, texts, and various apps. They are also highly personal devices, often customized to reflect the user's individual preferences and personality. No other medium can match the personal and interactive nature of the cell phone.

Quiz 13: The Internet and Interactive Media

Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program?

When Dakota checked her e-mail after returning from a week's trip,she found had 53 e-mails and only two contained information she needed.The rest were unwanted and unrequested,which are referred to as:

Which of the following has been cited as an advantage associated with using the Internet?

Which of the following has been cited as a disadvantage associated with using the Internet?

When Eli checked his e-mail,he had an offer to buy software that would make it easier for him to file his income tax next year.This e-mail offer is an example of how the Internet and _____ can complement each other.

Which of the following statements is true about the Internet?

Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments.To enter sweepstakes,consumers had to visit Buick's site.Buick used which promotional mix element on the Internet?

_____ allows the viewer of a television program to interact with the program and the ads,essentially merging television and the Internet.

Which of the following is a traditional method of measuring the effectiveness of the Internet?

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com?

Some marketers believe the Internet will eventually replace traditional forms of advertising.Others disagree.Which of the following weaknesses of the Internet would support those who disagree?

Less targeted and unwanted e-mails are referred to as:

Which of the following is an Internet specific measure?

Which of the following has been cited as an advantage associated with using the Internet?

Recent press releases about what is going on in the company are available at the ArvinMeritor Web site.Anyone doing research on the company has access to these stories.In this way,ArvinMeritor uses the Internet as a(n) _____ tool.

A _____ is a Web-based publication consisting primarily of periodic articles,normally presented in reverse chronological order.

Interactive TV,interactive CD-ROMs,kiosks,and interactive phones:

No other medium is as personal or interactive and constantly with the viewer as is the: