Question 1

_____ generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Accepted Answer

Spam is the term used to describe unsolicited mass e-mails that are sent to individuals or groups without their permission. Often, these e-mails contain advertising for a product or service that the recipient may not be interested in. Spam is generally frowned upon by internet users and can be a violation of anti-spam laws in some jurisdictions.

Question 2

Which of the following would be a major concern for a national electronics retailer that wants to advertise its video and hand-held games via the Internet given that it would like to provide 15-second previews of its games?

Accepted Answer

Prospecting is a major challenge for Internet advertisers as finding the desired target segment is difficult.

Question 3

Which of the following is an example of interactive media?

Accepted Answer

Interactive media involves user interaction, and a corporate blog allows for user engagement through comments and discussions.

Question 4

A national retailer of stationery might decide to use Internet advertising to take advantage of:

Accepted Answer

The answer of A national retailer of stationery might decide...

Question 5

_____ are really just a description of the ability to transmit multiple signals simultaneously on one data line.

Accepted Answer

Broadband connections are specifically designed to transmit multiple signals simultaneously on one data line. Other options are not accurate descriptions of this technology.

Question 6

Which U.S.department is responsible for the creation of the Internet?

Accepted Answer

The answer of Which U.S.department is responsible for the creation...

Question 7

The benefit of _____ is storage space; a high concentration of data,combined with full motion video and high-quality audio,and that it can be stored on one disk.

Accepted Answer

The benefit of storing data, full-motion video, and high-quality audio on one disk is provided by DVD technology.

Question 8

The DVD is ideal for use in a kiosk because of which of the following features?

Accepted Answer

An Internet kiosk is essentially a computer housed in a cabinet for public use.

Question 9

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

Accepted Answer

The answer of What is the simplest Web measurement that...

Question 10

Which of the following statements about the CAN-SPAM Act is false?

Accepted Answer

The first lawsuits under the CAN-SPAM Act were not specifically filed against companies advertising TiVo's "Showcase" feature.

Question 11

According to a national survey of dog owners conducted by a brand of dog litter,23 percent of owners say that their dog has an accident in their home at least once a month."Poop Confessions" was a new campaign from a manufacturer of dog litter.The campaign featured humorous undercover interviews with dogs confessing why they have accidents inside their homes.Viewers were asked to send the interviews to friends who owned dogs.This was an example of:

Accepted Answer

Viral marketing is the Internet version of word-of-mouth advertising.

Question 12

What kind of network do interactive media use to deliver their content?

Accepted Answer

The answer of What kind of network do interactive media...

Question 13

FrugalReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:

Accepted Answer

Viral marketing is the Internet version of word-of-mouth advertising.

Question 14

The _____ is the page customers are directed to when they use their mobile phones to access the Web.

Accepted Answer

The answer of The _____ is the page customers are...

Question 15

Fun K Town is a gaming Web site for children that use its games to promote sugary breakfast cereals through the playing of the site's games.Fun K Town is one of a number of Web sites maintained by food companies that target children under age 12.This is an example of which type of Internet advertising?

Accepted Answer

Corporations sponsor entire sections of a publisher's Web page or sponsor single events for a limited period of time.

Question 16

DVRs are sometimes also called:

Accepted Answer

DVRs are sometimes called personal video recorders because they record television programs for later viewing.

Question 17

Which of the following statements describes an advantage that is enjoyed by any user of Internet advertising?

Accepted Answer

Even if a customer finds herself accidentally at the company's Web site, she can commence a dialogue (relationship)with the company immediately if something there strikes her fancy.

Question 18

According to recent findings mentioned in the text,where is Internet penetration growing the fastest?

Accepted Answer

The answer of According to recent findings mentioned in the...

Question 19

Electronic junk mail is also called:

Accepted Answer

Electronic junk mail is commonly referred to as spam.

Question 20

What is the most basic form of Web advertising?

Accepted Answer

The answer of What is the most basic form of...

Quiz 15: Using Digital Interactive Media