Question 1

Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity.

Accepted Answer

By offering true interactivity,online media enable businesses and other organizations to develop and nurture relationships with their customers and other stakeholders on a global scale at very efficient cost.

Question 2

Most mainstream Web sites have incorporated social media elements into their sites to gain more stickiness.

Accepted Answer

Most mainstream Web sites have incorporated social media elements into their sites to gain more stickiness,an industry term that refers to the ability of a site to keep visitors coming back.

Question 3

The simplest way to measure the Internet audience for an ad is the click rate.

Accepted Answer

The most simple measurement,yet an area of great controversy,is the ad impression.

Question 4

The more people a portal attracts,the more it can charge for ads on popular pages.

Accepted Answer

The more people a portal attracts,the more it can charge for ads on popular pages.

Question 5

One of the primary differences between the Internet and traditional media is the cost of time and/or space.

Accepted Answer

There are at least two other important distinctions between the Internet and traditional media.The first is the cost of time and/or space.In traditional media,time (on TV or radio)and space (in print)are precious and limited resources.In contrast,space on the Internet is vast and inexpensive.

Question 6

Web 2.0 encourages user sharing and collaboration.

Accepted Answer

Web 2.0 represents the idea that the future of the Web is in companies that encourage user sharing and collaboration.

Question 7

Consumer targeting on the Internet is very cost intensive.

Accepted Answer

Contrary to popular belief,consumer targeting on the Internet is very cost intensive.While it is true that millions of people do indeed scour the Net each day,it is still difficult to find and reach specific consumers.Thus,prices for precise Internet business-to-business targeting can eclipse even those of direct mail.

Question 8

A banner ad is typically billed according to a click rate.

Accepted Answer

A banner ad typically billed on a cost-per-thousand basis determined by the number of ads displayed.

Question 9

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

Accepted Answer

For advertisers involved in e-commerce,some publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

Question 10

Currently,most people access the Internet only through a computer.

Accepted Answer

While traditionally people think of accessing the Internet through a computer,the reality is that most people are accessing the Internet these days in a variety of ways with a variety of devices.

Question 11

The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.

Accepted Answer

The Internet,from its beginnings,has been interactive,blurring the line between content providers and consumers.The Internet audience doesn't just consume online content;it interacts with it and helps to create it.

Question 12

A Web portal is a site that attempts to provide a broad array of content and services.

Accepted Answer

A portal is a site that provides an array of content and services so broad that (it is hoped)users spend a lot of time at the portal and very little time anywhere else.

Question 13

Traditionally,media content has been distributed through decentralized networks.

Accepted Answer

Traditionally,media content has been delivered through centralized networks,in which a hub,such as a TV station,a newspaper publisher,or a cable company,distributes content to many receivers.

Question 14

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

Accepted Answer

Currently,the leading national advertisers spend a small piece of their marketing communications pie on interactive media- less than 7 percent of their budgets.

Question 15

The development of Web browsers improved the ease of Web usage.

Accepted Answer

Viewing Web pages was made easy by the development of Web browsers,software that interpreted HTML.

Question 16

A click occurs when a visitor moves the mouse's pointer to a Web link.

Accepted Answer

A click occurs when a visitor moves the mouse's pointer to a Web link and clicks on the mouse button to get to another page.

Question 17

In case of Internet advertising,cost per thousand,rating points,and share of audience are the same.

Accepted Answer

Cost per thousand,rating points,and share of audience don't really mean the same things in the interactive world.

Question 18

The most common form of mobile advertising is banner advertising.

Accepted Answer

The most common form of mobile advertising,banner advertising (also called WAP,Wireless Access Protocol,Banner),is very similar to online banner advertising.

Question 19

In traditional media,the content consumers were also the content creators.

Accepted Answer

One distinction between traditional media and the Internet concerns the relationship between those who create content and those who consume it.Traditional media were content creators while audiences were content consumers.

Question 20

Social media such as the Facebook replicate the real world along with its geographical barriers.

Accepted Answer

Social media replicate the real world without its geographical barriers.Social media break down geographical barriers and allow people to "meet" virtually to discuss and share their interests with each other.

Quiz 13: Digital Interactive Media

Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity.

Most mainstream Web sites have incorporated social media elements into their sites to gain more stickiness.

The simplest way to measure the Internet audience for an ad is the click rate.

The more people a portal attracts,the more it can charge for ads on popular pages.

One of the primary differences between the Internet and traditional media is the cost of time and/or space.

Web 2.0 encourages user sharing and collaboration.

Consumer targeting on the Internet is very cost intensive.

A banner ad is typically billed according to a click rate.

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

Currently,most people access the Internet only through a computer.

The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.

A Web portal is a site that attempts to provide a broad array of content and services.

Traditionally,media content has been distributed through decentralized networks.

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

The development of Web browsers improved the ease of Web usage.

A click occurs when a visitor moves the mouse's pointer to a Web link.

In case of Internet advertising,cost per thousand,rating points,and share of audience are the same.

The most common form of mobile advertising is banner advertising.

In traditional media,the content consumers were also the content creators.

Social media such as the Facebook replicate the real world along with its geographical barriers.