Deck 7: The Internet Industry

Question 1

Which of the following retrieves information stored on different Web sites?

A) Search Engine
B) Web Spiders
C) Algorithm Finders
D) Web Crawlers

Answer 1

A
Explanation: Search engines retrieve the information when people search for them.

Question 2

Which of the following is a small file placed on your computer when you visit a Web site?

A) Data mine
B) Cookie
C) Web spider
D) Clickstream

Answer 2

B
Explanation: A cookie is the name of the small file that tracks and stores your activity on a Web site.

Question 3

A company that holds interests in film, television, radio, and books is called a

A) Conglomerate
B) Mass media conglomerate
C) Vertically integrated
D) Synergized

Answer 3

B
Explanation: Mass media conglomerate is the most specific term as film, television, radio, and books are all media. If the company holds interests in household appliances and aircrafts, then it would just be a conglomerate.

Question 4

All of the following are critiques of the growth of media conglomerates EXCEPT

A) Expanding society's mainstream agenda
B) Threatening of commercialism
C) Threatening of homogenization
D) Harming the democratic process

Question 5

What is a web spider also known as?

A) search engine
B) dataport
C) browser
D) web crawler

Question 6

According to Table 6.2 in the text, what percentage of adult users use the internet on a daily basis to check the weather?

A) 48%
B) 61%
C) 34%
D) 6%

Question 7

The name, postal address, or any other information that allows tracking down the specific person who owns a device is known by what abbreviation?

A) IRS
B) UGC
C) PII
D) HTML

Question 8

From the data in Table 6.1 in the text, which of the following statements is false?

A) Young people use the internet more than old people
B) Hispanics use the internet much more than non-Hispanics
C) People with a higher household income use the internet more than those will less money
D) People who have more education use the internet more than those who dropped out of high school

Question 9

Creating a description of someone based on collected data is known as what?

A) data mining
B) profiling
C) behavioral targeting
D) coding

Question 10

The desire by websites and advocates to make sure that ISPs do not charge sites for transmission is known as what controversy?

A) content gap
B) net neutrality
C) prior restraint
D) digital divide

Question 11

According to Figure 6.3 in the text, which of the following steps occurs last in the data-mining process?

A) data display
B) data application
C) data extraction
D) data genesis

Question 12

The timeline in Figure 6.1 in the text shows when The New York Times established a website. In what year did this happen?

A) 1996
B) 1998
C) 1990
D) 1991

Question 13

At the start of the chapter, who said the following: "The internet, like the steam engine, is a technological breakthrough that changed the world."?

A) Bill Gates
B) Peter Singer
C) Eric Snowden
D) Al Gore

Question 14

Digital technology makes it possible for different media to

A) converge
B) track
C) adopt analog formats
D) move away from interactivity

Question 15

At its core, ARPANet had a

A) computer that allowed users to contact particular addresses
B) series of interconnecting networks that coordinated the transmission of messages around the world
C) modem hardware that made it possible for to use telephone lines to send computer messages
D) all of these

Question 16

MySpace and Facebook are good examples of

A) online services that failed
B) MUDs
C) user generated content
D) analog technology

Question 17

An ad-serving company shares its revenues with

A) web surfers
B) web users
C) the sites on which it places the ads
D) all of these

Question 18

Google's AdSense network facilitates

A) cyber weaving
B) digital tracing
C) very little advertising
D) contextual advertising

Question 19

The use of sophisticated technology to send large numbers of people messages tailored to their individual interests is called

A) web targeting
B) web pitching
C) mass customization
D) interpersonalized targeting

Question 20

Cookies

A) make profiling possible
B) record clickstreams
C) facilitate data mining
D) all of these

Question 21

Wi-Fi

A) provides wireless connectivity
B) allows people to connect their personal computers to the Internet
C) operates in hotspots
D) all of these

Question 22

The Net Neutrality debate

A) emerged as the result of some ISP's plan to charge exhibitors differently
B) reached its peak in early 2001
C) focuses on the role of internet in hyper-partisan politics
D) will probably not affect users who do not use the internet illegally

Question 23

Online Privacy activists

A) argue that users should have to opt-in to give info about themselves
B) are concerned about governmental access to personal information
C) are concerned about corporate access to personal information
D) all of these

Question 24

The power of conglomerates

A) does not extend to the online world
B) is visible online
C) is being quickly eroded due to online activism
D) can be used online but is not because the internet tends to be more organic

Question 25

The Children's Online Privacy Protection Act (COPA)

A) has been responsible for convicting predators on chat sites
B) demonstrates that children are the primary victims of online privacy violations
C) allows the police to monitor children's online activity in order to protect them
D) requires websites to get parents' opt-in permission before data can be collected on their children

Question 26

Your creating a short video and uploading it to YouTube is an example of user-generated content.

Question 27

Net neutrality seeks to have Web sites pay internet service providers for transmitting their sites to users.

Question 28

A cookie includes information such as your full name, e-mail address, and other demographic data.

Question 29

The process of audience erosion began with the development of the consumer internet in the mid 1990s.

Question 30

Media companies look to global audiences in order to generate further revenue.

Question 31

A co-production involves one company paying for the production and another company making the production.

Question 32

ENIAC was used to figure out the trajectory of military missiles.

Question 33

The first people to use personal computers were hobbyists who built their PCs from kits.

Question 34

Commercial uses of websites include image-making and the selling of products and services.

Question 35

Publishers operate content sites to sell subscriptions or advertisements.

Question 36

People generally agree that receiving spam is a very positive experience.

Question 37

Pop-ups are a type of display ad.

Question 38

The personalization of content requires the writing of a different story for each person to whom it is sent.

Question 39

The term "URL" refers to User Route Linkage.

Question 40

The net neutrality controversy refers to the desire by websites and advocates to make sure that Internet service providers (ISPs) do not charge sites for transmission.

Question 41

Transactional databases provide marketers with merged files.

Question 42

Generally, marketers prefer using the opt-in approach, because it generates good will among users.

Question 43

Discuss the distinction between text ads and display ads online.

Question 44

Discuss how online data gathering activities help mass customization.

Question 45

Briefly explain the net neutrality controversy.