Deck 10: Internet and Nontraditional Media

Question 1

Which type of communication is believed to be the most persuasive type of communication available to marketers?

A) one-way
B) two-way
C) mass
D) opt-in
E) opt-out

Answer 1

two-way

Question 2

Which medium is considered interactive both because users are involved in selecting the information they attend to and because they can contact the company and other users directly?

A) newspapers
B) magazines
C) radio
D) Internet
E) television

Answer 2

Internet

Question 3

Which of the following is NOT part of the Internet?

A) URL
B) e-mail
C) portal
D) webpage
E) printed page

Answer 3

printed page

Question 4

Which is considered the most interactive of all media, the one that most lends itself to conversation and dialogue?

A) Internet
B) phone
C) e-mail
D) newspapers
E) magazines

Question 5

________ refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products, as well as to manage their accounting, distribution, production, advertising, customer service, personal sales, internal communication to employees, and external communication to outside stakeholders.

A) E-commerce
B) Interactive-commerce
C) Alternative media
D) E-business
E) Electronic media

Question 6

What department do consumers contact when they have any problems, questions, complaints, or suggestions?

A) help line
B) help desk
C) help service
D) customer service
E) technical support

Question 7

________ are visual essays available online.

A) Internets
B) Intranets
C) Vblogs
D) Connectnets
E) Technets

Question 8

A company's ________ is the online face it presents to the public and is sometimes called a home page.

A) web site
B) Interconnect
C) Interface
D) Intranet
E) Extranet

Question 9

What is an important first step for marketers creating a viable web site so that it begins building visibility?

A) getting is registered with the FTC
B) getting it registered with popular search engines
C) getting it registered with the FCC
D) getting it registered with the SEC
E) getting it registered with popular chat rooms

Question 10

________ describes an approach that relies on actions initiated by consumers.

A) Search marketing
B) Search placement
C) Search engine
D) Interactivity
E) Intranet

Question 11

________ advertising provides excellent sales leads or actual sales.

A) B2B portal
B) B2B URL
C) B2B internet
D) B2B interconnect
E) B2B interactive

Question 12

What kind of web discussion sites have become a major tool for customers to talk about their brand experiences both before and after they make a purchase and are good information sources regarding customer and industry perspectives, as well as competitive information?

A) intranets
B) chat rooms
C) chat nets
D) search engines
E) extranets

Question 13

Which of the following is NOT a purpose served by online advertising?

A) provides a brand reminder message to people who are visiting a web site
B) works like an ad in traditional media and delivers an informational or persuasive message
C) allows a transaction to occur from the ad without having to leave the web site the viewer sees the ad
D) provides a way to entice people to visit the advertiser's site by clicking on a banner or button on the web site
E) All of the above are purposes served by online advertising.

Question 14

Which of the following is a type of Internet advertising?

A) banner ads
B) skyscrapers
C) pop-ups and pop-behinds
D) superstitials
E) all of the above

Question 15

Which of the following is NOT a new technology that provides active components in Internet ads?

A) plug-ins
B) Java script
C) Flash
D) media streaming
E) minisites

Question 16

What phrase is used to describe moving images that can be transmitted online and received through most computers and their modems?

A) rich media
B) streaming video
C) rich video
D) streaming media
E) live-action

Question 17

Which of the following is NOT an advantage of Internet advertising?

A) relatively inexpensive
B) can level the playing field for small and medium-sized companies
C) can customize and personalize messages
D) can provide excellent sales leads or actual sales for B2B advertisers
E) All of the above are advantages of Internet advertising.

Question 18

What is the most serious drawback of Internet advertising?

A) clutter
B) privacy concerns
C) international restrictions
D) the inability of strategic and creative experts to consistently produce effective ads and to measure their effectiveness
E) bandwidth variation among the audience

Question 19

________ refers to the amount of digital information that can be sent through a phone line or fiber optic line.

A) Nano-technology
B) Flow-through
C) Bandwidth
D) Click-through
E) Bytes

Question 20

________ is considered "junk e-mail" by consumers who are irritated by the avalanche of solicitations that clutter their in-boxes.

A) Spam
B) Blast
C) Cookie
D) Worm
E) Virus

Question 21

What are the two permission marketing strategies called that allow consumers to control their inclusion on e-mail lists?

A) de-spam and can-spam
B) no-spam and can-spam
C) ying and yang
D) buy-in and buy-out
E) opt-in and opt-out

Question 22

________ means that e-mailers can send a first e-mail, but they have to have an option that makes it possible for you to say no to any further e-mails from that business.

A) Opt-out
B) Opt-in
C) Can't-spam
D) Buy-out
E) Access denied

Question 23

A practice, using the Internet, designed to deliver a groundswell of opinion or marketplace demand for a product is called ________.

A) spam
B) word-of-mouth
C) opinion leadership
D) viral marketing
E) two-stage adoption

Question 24

The search for new media is particularly important for advertisers trying to reach which market because they are often the first to experiment with new media forms?

A) men aged 25 to 54
B) women aged 25 to 54
C) teens
D) men more than 65 years old
E) women more than 65 years old

Question 25

What phrase has been used to refer to new electronic forms such as the Internet for advertising?

A) alternative media
B) new media
C) rich media
D) streaming media
E) nontraditional media

Question 26

Branded entertainment more aggressively promotes a product than product placement and has been described as ________ because they are embedded in specific programs; they are harder for viewers to dismiss immediately as ads because the product is a character in the program.

A) subliminal advertising
B) situational ads
C) guerilla marketing
D) brand experiences
E) brandisodes

Question 27

Which of the following are considered alternative or new media?

A) advertainment
B) Webisodes
C) video games
D) wireless communication
E) all of the above

Question 28

Which of the following is NOT considered to be alternative or new media?

A) advertainment
B) wireless communication
C) Internet applications such as Webisodes
D) celebrity endorser
E) guerilla marketing

Question 29

In an attempt to stand out among the media clutter, several companies have begun integrating brands into the content of television shows as a prop or central feature of the program, which is known as ________ and is more aggressive than the practice of product placement.

A) branded entertainment
B) new media
C) alternative media
D) subliminal advertising
E) embeds

Question 30

Because many consumers consider pop-ups, banner ads, and superstitials annoying and ineffective, many companies instead are making their web sites more engaging and entertaining, which the practice of providing ________.

A) interactivity
B) branded entertainment
C) virtual experiences
D) brand experiences
E) situational ads

Question 31

________ links the common phone to a computer.

A) Telecommunication
B) Wireless communication
C) Hybrid technologies
D) Interconnects
E) Superstitials

Question 32

What wireless communication allows consumers to keyboard brief messages into a cell phone screen?

A) viral messaging (VM)
B) hybrid technologies
C) guerilla marketing (GM)
D) instant messaging (IM)
E) branded entertainment

Question 33

What type of systems use wireless phones to access web sites?

A) point-and-dial systems
B) convergent systems
C) click-and-dial systems
D) instant messaging systems
E) guerilla marketing systems

Question 34

________ is(are) unconventional marketing communication activities that are intended to get buzz on a limited budget.

A) Guerilla marketing
B) Instant messaging
C) Branded experience
D) Blogs
E) Message boards

Question 35

Alternative media refers to communication systems that permit two-way communication.

Question 36

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products, as well as to manage their accounting, distribution, production, advertising, customer service, personal sales, internal communication to employees, and external communication to outside stakeholders.

Question 37

A company's web site is the online face it presents to the public.

Question 38

Online advertising serves three primary purposes: (1) provides a brand reminder message, (2) delivers an informational or persuasive message, and (3) makes a sale.

Question 39

Spamming is illegal in the United States.

Question 40

A practice designed to deliver a groundswell of opinion or marketplace demand for a product is called viral marketing, and it uses e-mail to circulate a message among family and friends.

Question 41

New media is a phrase that has been used to refer to new electronic forms such as the Internet.

Question 42

One new Internet practice by marketers is to make their web sites more engaging and entertaining to provide brand experiences.

Question 43

Webisodes have created a new form of web advertising following the "advertainment" trend in television advertising that blends advertising and entertainment in order to attract audiences turned off by traditional mainstream media.

Question 44

Video games are an attractive alternative medium for advertisers because there are established standards for measuring the effectiveness of the placement.

Question 45

Instant messaging (IM), which allows users to keyboard brief messages into a cell phone screen, is used primarily by adults.

Question 46

Click-and-dial systems use wireless phones to access web sites.

Question 47

Explain why and how e-mail is used as an advertising medium as well as the issues surrounding its use.

Question 48

Explain the terms new media and alternative media, and name and describe some of the alternative and new media forms that advertisers are experimenting with. Explain how they work and what advantages they provide.

Question 49

How did eBay, which was described in the chapter's opening vignette, start out?

A) as a platform for collectors to find specific brands or items
B) as an online used book seller
C) as an online flea market or garage sale
D) as an online site where consumers could swap Beanie Babies
E) as an online search engine

Question 50

What was the objective of eBay's advertising campaign that was described in the chapter's opening vignette?

A) to move eBay from being seen as an online flea market to a broad-based web marketplace
B) to move eBay from being seen as an online used book seller to a broad-based web marketplace
C) to move eBay from being seen as an online search engine to an online flea market or garage sale
D) to move eBay from being seen as an online used book seller to an online flea market or garage sale where consumers could find a wide assortment of products and brands that others are selling
E) to move eBay from being seen as a U.S.-based marketplace to an international marketplace

Question 51

Rosa Kate's is a gift shop that specializes in monogramming. The owners want to expand their business by selling on the Internet. What is the online face it presents to the public called?

A) search engine
B) web site
C) interstitial
D) superstitial
E) blog

Question 52

Tony's client wanted a unique communication plan that could make an impact on the target market throughout their day and wherever they happen to be. Tony needs to consider _______ as a major tool for this client's campaign?

A) newspaper
B) magazine
C) nontraditional media
D) TV
E) intranet

Question 53

Emerging media, digital enhancements, place-based, branded environments, guerrilla executions are types of _________.

A) nontraditional media
B) newspapers
C) geek media
D) TV
E) cutting edge media

Question 54

As described in "A Matter of Principle," how did Wilson Sporting Goods get beyond buying eyeballs when sponsoring Tennis Camps?

A) advertise extensively on the Internet
B) email messages to all of the participants in the camps
C) send text messages to the cell phones of the participants in the camps
D) demonstrate their products at a trade show
E) deliver messages in a context that will intersect with a target audience's interests.

Question 55

What year did web advertising experience the greatest increase compared to the previous year?

A) 2004
B) 2000
C) 2001
D) 2002
E) 2003

Question 56

According to the chapter's opening and closing vignettes, which of the following is considered the premier online auction site?

A) Google
B) Amazon.com
C) eBay
D) Fanfiction.com
E) Invisionfree.com

Question 57

As described in the "Hands On" case at the end of the chapter, what market do the companies hope to reach in Second Life?

A) the under 8 girls
B) the sales representatives
C) the laggards
D) the influencers, bloggers, and early adopters
E) the soccer moms

Question 58

Why would marketers targeting Latinos want to be in Second Life?

A) Latinos are more imaginative than other people.
B) Latinos are more likely to play online games than those in the general market.
C) Latinos like to celebrate holidays.
D) Latinos are on average younger than the rest of the population.
E) Latinos have larger families than the general market.

Question 59

MINI-CASE
Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site.

-Refer to Mini-Case. Small ads for FliesRUs.com were placed on other web pages, such as those frequented by fly fishing enthusiasts, by a web advertising placement company. Consumers could click on the FliesRUs.com's ad, and they would be taken to the Flies-R-Us web site. What type of Internet ad does this represent?

A) pop-up
B) banner ad
C) minisite
D) superstitial
E) blog

Question 60

MINI-CASE
Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site.

-Refer to Mini-Case. Bob and Larry are getting good at this and have decided they'd like to have an "Internet commercial" on their web site, much like a TV ad but not on TV. What type of Internet advertising is this called?

A) pop-up
B) move-alongs
C) minisite
D) banner ad
E) superstitial

Question 61

MINI-CASE
Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site.

-Refer to Mini-Case. Bob and Larry wanted to develop a groundswell of marketplace demand for their store, so they used e-mail to circulate a message among all of their family, friends, and customers for which they had e-mail addresses. What type of marketing is this?

A) advertainment
B) alternative
C) viral
D) guerilla
E) wired

Question 62

Explain the objective of the eBay advertising campaign that was described in the chapter's opening vignette as well as how they executed the campaign.

Question 63

Describe nontraditional media and explain how advertisers can use this media presented in "The Inside Story."

Question 64

As described in "A Matter of Principle," how did Wilson Sporting Goods succeed in delivering a message to a target audience?

Question 65

Amie saw the movie The Phantom of the Opera and really liked it. She was familiar with the music because her mother purchased the CD after she saw the play in New Orleans, but Amie had never seen it before. Once she saw the movie, however, she got really interested in it and even read the book. She also has searched the Internet and found one site that other fans use to contact one another and exchange their opinions and experiences. She even rented the silent version of the movie, but the ending was defective. She asked other fans, through the Internet, about the ending and received feedback immediately. From this site she can also link to several fans' personal online "diaries" about Phantom. She has also found an area on Fanfiction.com where people post their own stories about Phantom, and she uploaded one herself and received favorable reviews. What are the sites where Amie can interact with other fans and those that are other fans' electronic diaries called, and why should advertisers be aware of them?

Question 66

There has been an increase in concern over several direct marketing tactics, particularly bulk e-mail marketing. Some consumer groups and lawmakers want to require marketers to first gain permission from consumers before they could send e-mail, while others are satisfied if an initial unsolicited e-mail message provides a means for consumers to indicate they do not want to be contacted any further. Name these two solutions and briefly describe them.

Question 67

Describe eBay's global ties in the chapter's closing vignette.

Question 68

As discussed in the "Hands On" case at the end of the chapter, describe the successful approach Pontiac took when entering Second Life.

Question 69

MINI-CASE
Talbots is a women's clothing store that sells only Talbots brand clothing, and it is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through their transactional web site, and they are interested in getting more traffic to their site as well as to use alternative media to reach their target market.
-Refer to Mini-Case. When customers purchase from the Talbots web site, they do not have to enter all of their billing and shipping information because it automatically comes up when they enter their Talbots account number. What enables marketers to do this?

Question 70

MINI-CASE
Talbots is a women's clothing store that sells only Talbots brand clothing, and it is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through their transactional web site, and they are interested in getting more traffic to their site as well as to use alternative media to reach their target market.
-Refer to Mini-Case. Talbots wants to increase its Internet advertising. Name and describe the types of Internet advertising available.

Question 71

MINI-CASE
Talbots is a women's clothing store that sells only Talbots brand clothing, and it is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through their transactional web site, and they are interested in getting more traffic to their site as well as to use alternative media to reach their target market.
-Refer to Mini-Case. When customers visit or purchase from the Talbots web site, they are asked to check a box if they want to receive e-mail messages from Talbots announcing sales and special offers. What is this known as and why do you think Talbots does it this way instead of simply sending e-mail to customers who provide their e-mail addresses when purchasing?

Question 72

MINI-CASE
Talbots is a women's clothing store that sells only Talbots brand clothing, and it is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through their transactional web site, and they are interested in getting more traffic to their site as well as to use alternative media to reach their target market.
-Refer to Mini-Case. Talbots would also like to get their clothing integrated into popular television shows that are viewed by their target market. Because viewers would not be able to see the brand name if an actress is wearing the clothes, Talbots wants to be an integral part of the story in a given episode. Name and describe this alternative media option.