Deck 10: Interactive and Digital Media

Question 1

In Australia,mobile phone penetration has reached ________.

A)1 phone for every 4 people
B)1 phone for every 2 people
C)1 phone for every person
D)1.3 phones per person
E)2 phones per person

Answer 1

D

Question 2

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

A)website
B)interconnect
C)interface
D)intranet
E)extranet

Answer 2

A

Question 3

________ are internal communication systems that connect employees.

A)Internets
B)Webnets
C)Extranets
D)Intranets
E)Technets

Answer 3

D

Question 4

The linked system of international computer networks is known as the ________.

A)Network
B)Intranet
C)Cybernet
D)None of these

Question 5

For a young person today,the decision to buy a mobile phone is most likely to consider which of the following?

A)Larger keypads
B)Personal style
C)Simpler functions
D)Presence of online ads
E)Convenience

Question 6

The majority of spending on online advertising is in:

A)display advertising
B)classified advertising
C)editorial advertising
D)search advertising
E)leaderboards

Question 7

What is the role of the internet?

A)Entertainment
B)Information
C)Economic
D)Social
E)All of these except (d)

Question 8

Which of the following statements is true of internet use by consumers today?

A)It mostly attracts men aged 25 to 54.
B)It mostly involves use by women aged 25 to 54.
C)Men spend only marginally more time online than women.
D)Women of all ages are more likely than men to be online.
E)Internet use by Australian shoppers is trending downward.

Question 9

What phrase refers to unexpected communication tools and events?

A)Alternative media
B)New media
C)Rich media
D)Streaming media
E)Non-traditional media

Question 10

What do most internet users depend upon to find information?

A)Technical support
B)Intranets
C)Search engines
D)Extranets
E)Chat rooms

Question 11

Google is a type of ________.

A)search marketing
B)search placement
C)search engine
D)interactivity
E)intranet

Question 12

The group most likely to upgrade mobile devices,males aged 14-24,is also most likely to find online ads annoying.Which of the following responses is recommended for advertisers?

A)Getting these consumers used to ads
B)Targeting different consumers
C)Giving these consumers less control over content
D)Providing fewer benefits to those who block ads
E)Providing information,entertainment or social benefits

Question 13

Which of these is the standard used to measure the effectiveness of advertising on the internet?

A)Readers
B)Viewers
C)Visitors
D)There is no standard measure.
E)Reach versus other media

Question 14

________ are restricted communication systems that connect a company and its employees to key external stakeholders,such as clients,photographers,producers,artists and other suppliers involved in producing an ad.

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

Question 15

A major challenge for advertising via instant messaging is that the messages are seen as intrusive,so advertisers should be more relevant and offer _______.

A)lower prices
B)opt-in options
C)more frequent messages
D)more serious messages
E)Bluetooth-enabled devices

Question 16

________ utilises localised wireless technology to transmit advertising content within a restricted geographic location,such as near a shopping area.

A)Proximity marketing
B)Advertainment
C)Cloud computing
D)Data mining
E)Instant messaging

Question 17

________ media refers to any communication system that permits two-way communication,such as a telephone call or an email.

A)Interpersonal
B)Mass
C)Interactive
D)Selective
E)Permission

Question 18

Which of the following is NOT an example of interactive communication related to a brand?

A)Consumers contributing to a product's campaign
B)An advertiser creating a conversation
C)Modifying the advertiser's activities to allow for co-creation
D)Consumers building brand-related communities
E)Advertisers and consumers co-creating meaning

Question 19

In Australia,expenditure on online advertising topped ________ in 2013.

A)$1 million
B)$3 million
C)$1 billion
D)$3 billion
E)$3 trillion

Question 20

The closer the medium is to a dialogue,or the more a user is able to manipulate the content,the more it can properly be described as ________ communication.

A)interactive
B)interconnected
C)mass
D)selective
E)permission

Question 21

What do companies post on their websites detailing how or whether the site is collecting data on its visitors and how that data are used?

A)Privacy policy
B)Cookies
C)Disclaimers
D)Blogs
E)Message boards

Question 22

An online business wants to drive traffic to its website by presenting a compelling sales story.Which media should it include in a multimedia strategy?

A)Television
B)Radio
C)Billboards
D)Search advertising
E)Magazines and/or newspapers

Question 23

Intel,a manufacturer of computer chips,routinely monitors websites that scientific users of computers use to contact one another and exchange opinions and experiences.By monitoring this site,Intel learned of a problem with its Pentium 4 chip that affected calculations.Although this was not a problem for most users of the chip,for scientific applications,it was a very significant problem.The site Intel learned of users' concerns about the chip would most likely be a ________.

A)blog
B)search engine
C)B2B forum
D)chat room
E)customer service site

Question 24

Little electronic bugs that can be placed on your computer by a web server to track your movements online are known as ________.

A)blogs
B)trojans
C)cookies
D)viruses
E)worms

Question 25

Advertising via product placement within electronic games is referred to as:

A)gaming
B)product placement
C)advergames
D)product advertising
E)game advertising

Question 26

________ marketing attempts to address the issue of unwelcome electronic communication by asking potential consumers to send them email.

A)Permission
B)Spam
C)Opt-out
D)Viral
E)Alternative

Question 27

What type of advertising appears in conventional media to drive traffic to a website?

A)Offline advertising
B)Banner advertising
C)Directory advertising
D)Directional advertising
E)Online advertising

Question 28

Which of the following makes a business's domain name easiest for consumers to notice and use?

A)A radio message
B)A print ad
C)A television spot
D)An app
E)A billboard

Question 29

Which of the following are advantages of internet advertising?

A)Relatively inexpensive.
B)Can deliver business,such as the pop-behind ads that motivate people to respond.
C)Can customise and personalise messages.
D)Can provide excellent sales leads or actual sales for B2B advertisers.
E)All of the above.

Question 30

________ means that all bulk emailers have to get your permission before sending any email.

A)Opt out
B)Opt in
C)Can spam
D)Buy in
E)Access allowed

Question 31

Carlton Draught's 'Big Ad' used email to generate word-of-mouth on a mass scale on the internet,a practice referred to as ________ advertising.

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

Question 32

The extra-long,skinny ads running down the right- or left-hand side of a website are called ________.

A)skyscrapers
B)borders
C)pop-ups
D)mini-sites
E)superstitials

Question 33

Online businesses may use offline advertising to address the problem of _______.

A)messages gone in a flash
B)gaining mass awareness
C)providing a way for consumers to respond
D)limited access to mobile devices
E)limited interactivity

Question 34

Interactive ads that deliver multimedia effects using sound,images and full-motion video are referred to as ________.

A)multimedia
B)intermedia
C)streaming media
D)rich media
E)banner ads

Question 35

Blasting millions of unsolicited email messages to email in-boxes is called ________.

A)blasting
B)spamming
C)junk mailing
D)broadcasting
E)shot gunning

Question 36

In an attempt to stand out among the media clutter,several companies have begun integrating brands and media content,which is known as ________.

A)brand-funded entertainment
B)new media
C)alternative media
D)subliminal advertising
E)embeds

Question 37

Which of the following are the primary reasons to include internet advertising as part of the overall media mix?

A)Audience targeting,local reach and cost effectiveness
B)Accountability,local reach and cost effectiveness
C)Accountability,fixed price and cost effectiveness
D)Audience targeting,accountability and cost effectiveness
E)Audience targeting,fixed price and local reach

Question 38

Database-driven communication is also known as ________.

A)base jumping
B)data mining
C)data comms
D)DDC
E)none of these

Question 39

An online retailer would best use offline advertising as a way to _________.

A)present a compelling sales story
B)send spam
C)drive traffic to its website
D)use proximity marketing
E)conduct data mining

Question 40

A(n)________ is a personal diary-like web page that is created by an individual and may also contain links to other related sites that the writer feels are relevant.

A)intranet
B)chat room
C)blog
D)extranet
E)chat net

Question 41

The top website in Australia for 2013 was Google.

Question 42

According to 2012 research by Nielsen,the most downloaded videos in Australia were full-length episodes of TV shows and amateur clips.

Question 43

The highest usage of the internet occurs in which region?

A)North America
B)Australia/Oceania
C)Asia
D)Europe
E)The Middle East

Question 44

There is no difference between branded entertainment and product placement.

Question 45

The penetration of internet use is greater in Australia/Oceania than in Asia,which means ________.

A)more people use the internet in Australia/Oceania
B)more people own mobile devices in Australia/Oceania
C)the percentage of internet users is greater in Australia/Oceania
D)access to computers is growing in both regions
E)English is the dominant language on the internet

Question 46

The extra-long,skinny ads running down the right- or left-hand side of a website are called multi-storey ads.

Question 47

The internet is the ultimate enabler of convergence.

Question 48

The two permission-marketing strategies for consumers to control their inclusion on email lists are optional and non-optional.

Question 49

The most popular social media site in 2013 was Facebook.

Question 50

Clutter is not as much of a problem on the internet as it is in conventional advertising media.

Question 51

Floating ads literally float over the page.

Question 52

Which of the following is a legal challenge facing marketers on the internet?

A)Differences in countries' privacy laws
B)Higher internet penetration in North America
C)Users' language differences
D)Pay-per-minute charges
E)Differences in brand salience among consumers in different countries

Question 53

The 'currency barrier' to web marketing and advertising requires international marketers to ________.

A)translate all messages into English
B)decide whether to quote prices in their own or local currencies
C)integrate brand and advertising objectives
D)comply with legal differences that vary between countries
E)identify the countries where pay-per-minute charges are common

Question 54

With proximity marketing,an advertiser can send ads to consumers when they are near a store selling the brand.

Question 55

Intranets are communication systems that connect a company and its employees to key external stakeholders,such as clients,photographers,producers,artists and other suppliers involved in producing an ad.

Question 56

Which of the following is a barrier facing international marketing and advertising on the web?

A)Access limitations
B)Exchange rates
C)Legal variations
D)Language
E)All of the above

Question 57

Content for mobile tends to be complex because consumers now spend so much time with their phones.

Question 58

The term interactive describes media such as the internet,phone and email.

Question 59

The phrase 'streaming video' is used to describe moving images that can be transmitted online and received through most computers and their modems.

Question 60

Opt out means that emailers must get your permission before sending any email.

Question 61

How does internet advertising fulfil the primary purposes of advertising?

Question 62

Jenny has started a business selling computer spare parts and wants to find a way of getting noticed online.She has heard that Google have a product called AdWords and she asks you to explain it to her.What do you tell her?

Question 63

Discuss the six principles of effective viral advertising.

Question 64

Identify two advantages and two disadvantages of advertising on the internet.

Question 65

Quickflix,the internet DVD rental service,has the ability to collect preference and choice information on visitors to its website,but it is very concerned that their customers understand that they maintain a responsible position with respect to their use of that data.How does Quickflix,and other businesses like them,inform visitors to their website of this fact?

Question 66

From a business point of view,an advantage of internet advertising is that a company that adopts this approach to marketing can maintain its existing organisational structure and staffing levels.

Question 67

A notable advantage of advertising on the internet is that it is relatively inexpensive.

Question 68

Explain how the internet audience is measured,as well as advertisers' concerns surrounding those measures.

Question 69

Describe the challenges of the web in international advertising.

Question 70

Internet marketers use offline advertising in conventional media to drive traffic to their websites.

Question 71

Name and define the five types of common internet advertising.

Question 72

Because the internet is an international medium,marketers must comply with the same privacy laws for customers around the globe.

Question 73

The web is an international marketing and advertising medium,but marketers face consumer access,legal,linguistic,currency and technological barriers.

Question 74

A chain of shoe stores wants to draw its frequent shoppers into stores more often.How could proximity marketing help with this objective?

Question 75

Quickflix,the Australian online DVD rental service,has built its business mostly by happy customers who email their friends to get them to sign up.For this recommendation,Quickflix rewards the customer by taking $10 off their next invoice if their friend subscribes.Explain what this practice is called and what problems of resistance or rejection it overcomes for advertisers.

Question 76

List and define the four main roles of the internet.

Question 77

Kevin,the tech support person where Lorraine works,ran a Spybot software program on Lorraine's computer because she was afraid of viruses.The sweep revealed several cookies.Lorraine doesn't understand what those are and asks Kevin about them.What should Kevin tell her?