Question 1

Which of the following best describes viral marketing?

Accepted Answer

Viral marketing refers to the use of social media, email, and other online platforms to promote a product or service by creating a message or content that users will want to share with others, leading to its spread like a virus. This can include videos, memes, and other types of content that are entertaining, informative, or inspiring.

Question 2

You have accessed fare information on an airline's website to compare the costs of flights during different times.In between screen changes on the site,an ad appears from Hertz Car Rental.This is a(n)________.

Accepted Answer

An interstitial ad appears in between screen changes on a website, which is what happened in this scenario. The other options are not applicable as they refer to different types of ads. Banners are static ads that appear on a website, pop-ups and pop-unders are ads that appear in new windows, and content sponsorship refers to when a company pays to have their content featured on a website.

Question 3

You are looking up airline schedules on the internet.A bar at the top of the website reads,'Stay at Holiday Inn and get a 25 per cent discount!' This is an example of a ________.

Accepted Answer

This is a banner ad that is displayed at the top of the website.

Question 4

Online communities where people socialise or exchange information and opinions are called ________.

Accepted Answer

Social media networks are specifically designed for online communities where people can socialize, exchange information and opinions. Corporate websites and marketing websites usually serve the purpose of promoting a company's products/services, while interactive websites can refer to any website that offers some kind of interaction or engagement with the user. Affiliate programs refer to a type of marketing strategy where a company rewards affiliates for promoting their products/services.

Question 5

Internet companies use ________ to work with other companies,online and offline,to promote each other.

Accepted Answer

Alliance and affiliate programs are specifically designed for companies to work with each other to promote one another's products or services. This type of partnership allows companies to reach a wider audience and potentially increase their customer base. Search-related ads, cooperative advertising, interstitial advertising, and content sponsorship may also be used for promotion purposes, but they do not specifically involve partnerships between companies.

Question 6

The term 'HTML' refers to which of the following phrases?

Accepted Answer

HTML stands for Hyper Text Mark-up Language, which is the language used to create and design web pages. The other answer options do not accurately represent the meaning of the term HTML.

Question 7

A company that provides house cleaning services in major urban and suburban areas developed a short,humorous video promoting the company's services in the hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues.The marketers are using ________.

Accepted Answer

The marketers are using viral marketing, which relies on creating entertaining or informative content that is shared widely by viewers, spreading the message through word-of-mouth and social media sharing. This strategy is designed to create a viral effect that drives additional traffic and sales for the company. The short, humorous video is an example of content that is likely to be shared widely among viewers, increasing brand awareness and generating buzz for the company.

Question 8

Which of the following types of ads can users block through the use of applications developed by web browser providers?

Accepted Answer

The answer of Which of the following types of ads...

Question 9

Which of the following is the most common form of online advertising?

Accepted Answer

Banner advertising is the most common form of online advertising. It involves placing an image or animated graphic on a website with the intention of driving traffic to the advertiser's website. Interstitials and pop-ups are often viewed as intrusive and annoying by users, while hyperlinks and paid listings are not as widely used as banner advertising.

Question 10

Display ads that use eye-catching techniques such as float,fly and snapback to attract and hold consumer attention are called ________.

Accepted Answer

The description given in the question matches with the definition of rich-media ads. These ads use various multimedia elements like video, audio, animation, and interactive features to engage and retain consumer attention. Examples of eye-catching techniques that rich-media ads use are floating, flying, and snapback animations. Thus, E is the correct choice.

Question 11

Banners,interstitials,pop-ups and pop-unders are all types of ________.

Accepted Answer

Banners, interstitials, pop-ups, and pop-unders are all examples of display ads. Online classifieds are a separate category of online advertising that typically involves listings for specific products or services. Search-related ads are advertisements that appear alongside search results on search engines like Google. Contextual advertising involves placing ads on web pages that are relevant to the content of the page. Content sponsorship involves paying to have your brand or message integrated into the content of a website, rather than appearing as a separate advertisement.

Question 12

When a text link occurs within an online article on a given topic and the marketer pays a fee each time a user clicks on that link,this is known as ________.

Accepted Answer

Contextual search refers to the practice of placing ads or links within the content of a page that are relevant to the content's context. When a marketer pays a fee each time a user clicks on a text link within an article, it is an example of contextual advertising, where the ads are matched to the content of the page to ensure relevance.

Question 13

Which of the following types of ads can evade pop-up blockers by appearing behind the page a user is viewing?

Accepted Answer

Pop-unders can evade pop-up blockers by appearing behind the page a user is viewing.

Question 14

Which of the following types of online ads attract and hold the viewer's attention better than traditional banner advertisements?

Accepted Answer

Rich-media ads use interactive elements such as videos, animations, and games to engage viewers and hold their attention better than traditional banner ads.

Question 15

Which of the following is a NOT a major challenge for brands wishing to engage in online communities or social networks?

Accepted Answer

The costs of participation in online communities or social networks are generally low, making it accessible to most companies. Therefore, it is not a major challenge for brands.

Question 16

In attempting to design an effective website,Company A tried to address all of the seven Cs.The site,however,has a weak layout and design.Which C does this represent?

Accepted Answer

The question specifically mentions that the weakness is in the layout and design, which falls under the context category. The other Cs (customisation, content, connection, and community) do not directly relate to the visual design of a website.

Question 17

The process of making modifications to a website which ensure indexing by spiders and bots,and which help a site to be found by keyword searches,improve search rankings and assist search output is known as ________.

Accepted Answer

Site optimization involves making changes to a website in order to improve its search engine rankings and visibility to spiders and bots. This includes techniques such as keyword optimization, technical fixes, and improving site structure and content, among others. Paid inclusion, contextual search, and paid listings all involve paying for placement in search results, while meta-tagging is a specific aspect of site optimization.

Question 18

When a marketer pays a large sum of money to ensure that a search engine such as Google lists a given website at the top or side of the listings on a predetermined search word,this is known as ________.

Accepted Answer

This is known as paid listings, where the marketer pays for their website to appear at the top or side of the search engine results page for a predetermined search word. Paid inclusion refers to paying for a website to be included in a search engine's index, while contextual search, site optimization, and meta-tagging are different strategies for improving website visibility on search engines.

Question 19

Online ads that appear between screen changes on a website,especially while a new screen is loading,are known as ________.

Accepted Answer

Online ads that appear between screen changes on a website, especially while a new screen is loading,are known as interstitials.

Question 20

When a marketer pays a search engine such as Google for guaranteed indexing of a given website,this is known as ________.

Accepted Answer

Paid inclusion refers to the practice of paying a search engine for guaranteed indexing of a website or specific webpage in its search results, typically for a set period of time or number of clicks. This is different from paid listings or contextual search, which refer to paying for sponsored or targeted ads to appear alongside search results. Site optimization and meta-tagging are both strategies for improving a website's search visibility, but do not involve direct payment to a search engine.

Quiz 13: Retailing and Wholesaling