Question 1

The early experiences of marketers using theiInternet showed that&#10;A) it is too complicated for most marketers&#10;B) customer orientation is essential&#10;C) customers find it too complicated to use regularly&#10;D) people only visit websites for information before visiting a store

Accepted Answer

Early experiences of marketers using the internet highlighted the importance of customer orientation. In other words, marketers needed to understand their customers' needs and tailor their online marketing efforts accordingly. This helped to build trust and establish long-term relationships.

Question 2

Electronic media&#10;A) are unethical as they breach people's privacy&#10;B) are dangerous because personal details can be seen by users&#10;C) generate concern about privacy issues&#10;D) result in people being bombarded with messages they did not request

Accepted Answer

Electronic media generate concern about privacy issues as users are often worried about who has access to their personal data and how it may be used. However, this does not mean that all electronic media are unethical or dangerous, and it is possible for users to take steps to protect their privacy online. Option A and B are too extreme and not entirely true for all electronic media, while option D is a common issue with electronic media but not directly related to privacy concerns.

Question 3

The effectiveness of electronic media&#10;A) cannot be measured&#10;B) can only be measured by simple visitor numbers&#10;C) cannot measure popularity of sites&#10;D) lacks the ability to link activity to sales outcomes

Accepted Answer

While electronic media can measure visitor numbers and site popularity, it may lack the ability to accurately link activity on the site to sales outcomes. This means that while electronic media can be effective in increasing traffic and engagement, it may not necessarily translate to increased sales or revenue.

Question 4

Social networking sites&#10;A) cannot be influenced by marketers&#10;B) are only used to share personal information&#10;C) can generate product involvement&#10;D) are not an effective marketing tool

Accepted Answer

Social networking sites can be a powerful tool for marketers to generate product involvement and reach a large audience. With strategic targeting and engaging content, businesses can benefit from using social media platforms to build brand awareness, connect with customers, and drive sales.

Question 5

Viral marketing is&#10;A) an effective marketing communications tool&#10;B) unable to reach specific target groups&#10;C) slow to spread among the target groups&#10;D) a means of empowering social networks to share information of interest

Accepted Answer

The answer of Viral marketing is&#10;A) an effective marketing communications...

Question 6

SMS communication&#10;A) enables large amounts of information to be easily downloaded&#10;B) is useful for marketing special offers&#10;C) is not suitable for most marketing communications&#10;D) Is likely to be ignored by recipients

Accepted Answer

SMS communication can be a useful tool for businesses to market special offers to customers. It allows for a direct and immediate message to be sent to the recipient's phone, making it easy for them to see and potentially act on the offer. However, it is important to ensure that recipients have opted in to receive these messages and that they are not being sent too frequently or in a spammy way, which could lead to them being ignored or even causing frustration for the customer.

Question 7

E-commerce&#10;A) only applies to consumer purchasing&#10;B) only applies to business-to-business purchasing&#10;C) applies to both consumer and business-to-business purchasing&#10;D) applies to neither consumer nor business-to-business purchasing

Accepted Answer

E-commerce can apply to both consumer purchasing and business-to-business purchasing. It involves the buying and selling of goods and services over the internet, regardless of whether it is between businesses or between a business and a consumer.

Question 8

Pop-up ads&#10;A) add interest to websites&#10;B) add value to websites&#10;C) tend to annoy visitors to sites&#10;D) cause people to spend more time on a website

Accepted Answer

Pop-up ads are generally viewed as a nuisance by visitors to websites and can interrupt their browsing experience.

Question 9

Internet success factors include&#10;A) Content, Customisation, Connection, Community&#10;B) Content, Complexity, Connection, Community&#10;C) Content, Confidence, Comparison, Connection&#10;D) Content, Customisation, Comparability, Confusion

Accepted Answer

Content is the foundation of any website or online platform. Customisation and personalisation make it easier for users to access and engage with content in a way that matches their preferences. Connection involves providing a seamless user experience and making it easy for users to navigate the site. Finally, community is crucial in building a loyal audience and creating a space for users to connect with one another.

Question 10

Marketers creating 'buzz' via social media can be&#10;A) unethical&#10;B) deceptive&#10;C) regarded with scepticism&#10;D) all of the above

Accepted Answer

Creating 'buzz' via social media can be unethical if it involves manipulative tactics or false advertising. It can be deceptive if it presents a biased or one-sided view of a product or service, without disclosing potential drawbacks or limitations. As a result, such marketing efforts are often regarded with scepticism by consumers who are increasingly savvy and well-informed about the tactics used by advertisers. Therefore, all of the above options are applicable.

Question 11

Remarketing is a simple form of targeting previous visitors to a website, by displaying adverts related to their visit to the website on other websites they are visiting. It is also called:&#10;A) Retargeting&#10;B) Double targeting&#10;C) Targeting&#10;D) Double retargeting

Accepted Answer

The answer of Remarketing is a simple form of targeting...

Question 12

Uses and Gratifications Theory (UGT) is a theory which explains:&#10;A) why and how people actively seek out specific media to satisfy specific needs.&#10;B) why and how people actively seek out specific brands and products to satisfy specific needs.&#10;C) why and how people avid specific products that do not satisfy their needs&#10;D) why and how individuals choose media channels

Accepted Answer

The answer of Uses and Gratifications Theory (UGT) is a...

Question 13

Uses and Gratifications Theory (UGT) recognises that there are many different uses and gratifications that can be sought when choosing a "channel" to engage with. For internet "channels", the most common categories are the following:

A) Information Exchange, Consumption of Information, Socialising and general conversation, Diversion and escapism, Education
B) Information Exchange, Consumption of Information, Socialising and general conversation, Diversion and escapism, Education, Status-seeking
C) Information Exchange, Information Overload, Socialising and general conversation, Diversion and escapism, Education, Status-seeking
D) Information, Consumption of Information, Socialising and general conversation, Diversion and escapism, Education, Status-sharing

Accepted Answer

The answer of Uses and Gratifications Theory (UGT) recognises that...

Deck 8: Electronic, New and Social Media