Deck 13: The Internet and Interactive Media

Question 1

Ronnie is most likely to come across an interstitial while he is waiting for his favourite soap to download.

Answer 1

True

Question 2

Web sites that offer samples,promotions,and sweepstakes designed to encourage trial.

Answer 2

True

Question 3

Web sites do not serve as powerful tools for developing a brand image,sampling,loyalty,and even generating sales.

Answer 3

False

Question 4

A hotel advertiser who places an ad on the travel booking website is making use of contextual advertising.

Question 5

In case of search engine advertising,advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Question 6

Internet is both a communications as well as a direct response medium.

Question 7

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.

Question 8

It is not easy to create a brand image on the Internet.

Question 9

Internet serves as the most effective tools for creating awareness of the organization and its products especially in case of large companies.

Question 10

Internet,though very effective in disseminating information to specific target groups,costs much more when compared to other media.

Question 11

Television commercials that appear on the Internet or are specifically designed for the Internet are known as online commercials.

Question 12

Web 1.0 ended with the 'bursting of the dot com bubble'.

Question 13

Facebook,Twitter,and other such interactive social networking sites form a part of the Web 1.0 era.

Question 14

When major corporations first began to conduct business on the Internet,they put up websites primarily for creating a strong brand image.

Question 15

Developing and maintaining a successful website require significant time and effort.

Question 16

Pop-ups are usually smaller than banner ads.

Question 17

Advertisements that appear in form on small creatures on the screen while one accesses certain websites are known as pop-ups.

Question 18

Like the other media,which are essentially unidirectional,the Internet also provides only for one way flow of information.

Question 19

Companies could make use of both 'brick and mortar stores' as well as Internet for generating sales.

Question 20

Internet is known as a communication medium as it allows the users to both purchase and sell products through e-commerce.

Question 21

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 22

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

A)information purposes.
B)creating brand awareness.
C)increasing interest.
D)inducing trial.
E)increasing sales.

Question 23

The largest growing mediums in the United States are mobile and the Internet.

Question 24

Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle?

A)To create a sustainable competitive advantage
B)To implement a diversification strategy
C)To create a strong brand
D)To prevent a price war
E)To create a target market

Question 25

Cheerwine is a cherry-flavored cola.A visit to its Web site shows consumers where the regional cola can be purchased,offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand,a selection of recipes using Cheerwine,and links to the Cheerwine NASCAR site.From this information,which of the following communications objective does this site have?

A)To generate interest in Cheerwine
B)To create disintermediation
C)To serve as a point-of-purchase display
D)To replace traditional advertising
E)To disseminate information to nonusers

Question 26

Naomi has a small consulting business.She wants to use her Web site to provide background about her company's qualifications and answer frequently asked questions.Naomi will design her website with the primary objective of:

A)brand image.
B)allowing customer sampling.
C)providing information.
D)handling objections.
E)inducing trial.

Question 27

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

A)create a sustainable competitive advantage.
B)create an image.
C)disseminate information.
D)replace advertising in trade journals.
E)prevent price wars.

Question 28

The manufacturer of 'Aleve' pain reliever offered a free sample of the product to visitors who registered at its Web site.In this case,the communications objective for the Web site 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.

Question 29

Adoption of wireless technology in Asia has outpaced that in the United States.

Question 30

Which of the following statements about the role of the Web site is true?

A)Web sites are only used to disseminate information.
B)A Web site is the place where a provider makes information available to users of the Internet.
C)The maintenance of a Web site requires very little time and effort.
D)Other media cannot be integrated with the Web site.
E)Making a Web site work and having one work successfully is the same thing.

Question 31

Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium.

A)disseminate information
B)provide current price lists
C)create viable links to suppliers and other sites of interest to users
D)overcome buying center barriers
E)create an image

Question 32

_____ is the place where providers make information available to users of the Internet.

A)Computer
B)Interstitials
C)Web site
D)Links
E)E-commerce

Question 33

Behavior tracking,on the Internet,helps in tailoring the message to appeal to the specific needs and wants of the target audience.

Question 34

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

Question 35

Which of the following is difficult to achieve through the Internet?

A)Creating awareness
B)Generating interest
C)Disseminating information
D)Creating an image
E)Creating a strong brand

Question 36

All of the methods used to measure Internet activity and effectiveness are accurate.

Question 37

What was the primary objective marketers sought when they first employed the Internet as a communications tool?

A)To sell their product
B)To stimulate repurchase of their product
C)To level the competitive playing field
To disseminate information
E)To create a competitive advantage

Question 38

Blogs,on the Internet,are the most expensive way to reach large audiences.

Question 39

Which of the following statements is true about the Internet?

A)Internet is interactive.
B)Internet allows for a one-way flow.
C)The increase in low speed internet connections has led users to spend more time online.
D)Internet is a unidirectional medium.
E)Internet allows consumer to control the messages but does not allow them to provide their own content.

Question 40

iTunes.com allows for a "sampling" of songs before you purchase in order to:

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

Question 41

At the Web site for Ivillage.com,there is an ad that stretches across the top of the page for 'Clinique' cosmetics.If you click on the ad,it will take you to the 'Clinique' Web site where you can purchase Clinique cosmetics.The Clinique ad that appears at the iVillage Web site is an example of a(n):

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

Question 42

The Weather Channel provides dollars in return for its name association with www.iwon.com,an Internet portal.The Weather Channel also contributes weather information to the site.What method for advertising on the Internet does the Weather Channel use?

A)Interstitial
B)A regular sponsorship
C)Push technology
D)Pop-unders
E)Content sponsorship

Question 43

The most common form of advertising on the Web is:

A)pop-ups.
B)interstitials.
C)banners.
D)links.
E)video sharing.

Question 44

_____ are ads that appear on your computer screen while you are waiting to download content from the site?

A)Pop-unders
B)Surround sounds
C)Interstitials
D)Skyscrapers
E)Floating ads

Question 45

E-commerce is _____ on the Internet.

A)indirect distribution
B)integrated marketing commerce
C)direct sales
D)personal selling
E)business-to-business sales

Question 46

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

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

Question 47

_____ may take on a variety of forms as well as a number of names such as side panels,skyscrapers,or verticals.

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

Question 48

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

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

Question 49

Which of the following statements is true about Web 1.0?

A)It started with the 'bursting of the dot-com bubble'.
B)It consists mainly of static sites.
C)It provides for two-way flow of information.
D)It has led to dramatic changes in the World Wide Web,with information provided by users as contributors.
E)Web 2.0 users act as contributors in Web 1.0.

Question 50

Regular sponsorship occurs when:

A)the sponsor participates in providing the content.
B)the sponsor approves the content of the site.
C)a company pays to sponsor a section of the site.
D)the sponsor contributes all or part of the content.
E)advertisers pay only when a consumer clicks on their ad or link from a search engine page.

Question 51

While Ginger waited for iVillage.com's apparel site to download,a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen.The Nordstrom's ad is an example of:

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

Question 52

Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games.On the Funster.com Web site is a(n)_____ to Amazon.com where you can buy books that improve your word game skills.

A)click-through
B)buffer
C)link
D)surf button
E)interconnect

Question 53

Many shopping bots have become _____ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

A)paid searches
B)URLs
C)portals
D)surf buttons
E)interconnects

Question 54

If you go to the GirlsOn.com Web site,you'll find a book section sponsored by Amazon.com.Amazon.com,the largest retailer of books on the Internet also has a similar arrangement with Dogpile.com,and at other computer search engine Web sites.Amazon.com is using:

A)a button.
B)a banner.
C)a regular sponsorship.
D)an interstitial.
E)push technology.

Question 55

_____ 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 56

When Internet visitors using Yahoo's search engine type in travel books,one of the advertisements they see is for Lonely Planet guides,Lonely Planet is using a(n)_____ to target Internet users interested in their products.

A)interconnect
B)URL
C)portal
D)surf button
E)paid search

Question 57

While one uses the Internet,_____ are a small windows or a creatures of some sorts that appears on the screen in an attempt to get one's attention.

A)pop-ups
B)interstitials
C)links
D)banner ads
E)blogs

Question 58

After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site,he closed the file.Then he saw on his screen an ad that invited him to subscribe to the magazine.This ad was an example of:

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

Question 59

One of the most used forms of advertising on the Internet is:

A)click-through.
B)URL.
C)paid search.
D)surf button.
E)interconnect.

Question 60

Banner ads are also known as:

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

Question 61

Advertisers who target their ads based on the content of the webpage are using:

A)rich media advertising.
B)contextual advertising.
C)content sponsorships.
D)behavioral targeting.
E)blogging.

Question 62

_____ is a medium that uses the Internet to distribute radiolike files for downloading into iPods and other MP3 players.

A)Paid search
B)Interstitial
C)Podcasting
D)Blogging
E)Contextual advertising

Question 63

Advertisers which target their advertising based on the information provided on web pages are using:

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

Question 64

YouTube is an example of:

A)social networking site.
B)user generated video sharing Web site.
C)podcast.
D)blog.
E)paid search engine.

Question 65

_____ organize and format Web-based content in a standard way,sending out notification whenever new material is available.

A)Blogs
B)Vlogs
C)Podcasts
D)Really Simple Syndication
E)Links

Question 66

Advertisers which target consumers based on the website-surfing patterns are using:

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

Question 67

_____ allow(s)users to share ideas,activities,events,and interests within their individual networks.

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

Question 68

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 69

As the market for iPods and MP3 players grows,the attractiveness of which of the following medium would increase?

A)Social networking sites
B)Really simple syndication
C)User generated video sharing sites
D)Blogs
E)Podcasting

Question 70

_____ is the process of improving the volume of traffic driven to one's site by a search engine 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 71

_____ include all the content that is created in flash.

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

Question 72

Facebook,Twitter,Friendster,and Bebo are examples of:

A)blogs.
B)wikis.
C)Web 1.0.
D)podcasting Web sites.
E)social networking sites.

Question 73

____,a common feature on various Web sites,allow users to share a piece of content by posting it to a news feed for dissemination to others.

A)Blogs
B)Podcasts
C)Widgets
D)QR codes
E)Links

Question 74

_____ dominates the paid search advertising market.

A)Netscape
B)GoArmy.gov
C)Google
D)Yahoo
E)Microsoft

Question 75

Nevada Bob's Golf company wants to place ads on websites providing information about golf and golf products.Nevada Bob's wants to use:

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

Question 76

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing behaviors,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

Question 77

_____ is a term that applies to computer-simulated environments that can simulate places in the real world,as well as in imaginary worlds.

A)Podcasting
B)Virtual reality
C)Blogging
D)Webcasting
E)Really simple syndication (RSS)

Question 78

_____ is a specification that uses XML to organize and format Web-based content in a standard way.

A)Podcasting
B)Blog
C)Pop-up
D)Really Simple Syndication
E)Interstitial

Question 79

_____ 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)Links
C)Contextual ads
D)Content sponsorships
E)Rich media

Question 80

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

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