Question 1

What are the two permission marketing strategies called that allow consumers to control their inclusion on e-mail lists?

Accepted Answer

Opt-in and opt-out are the two permission marketing strategies that allow consumers to control their inclusion on e-mail lists. Opt-in requires the consumer to take an affirmative action to receive marketing communications, while opt-out involves the consumer being automatically included but given the choice to be removed from future communications.

Question 2

________ means that e-mailers can send a first e-mail, but they have to have an option that makes it possible for you to say no to any further e-mails from that business.

Accepted Answer

Opt-out means that recipients of the first email have the option to refuse further emails, allowing them to unsubscribe or indicate their preference not to receive more communications from the sender.

Question 3

A practice, using the Internet, designed to deliver a groundswell of opinion or marketplace demand for a product is called ________.

Accepted Answer

Viral marketing is the practice of using the Internet to generate a significant increase in awareness or demand for a product through a self-replicating process of sharing, akin to the spread of a virus.

Question 4

The search for new media is particularly important for advertisers trying to reach which market because they are often the first to experiment with new media forms?

Accepted Answer

Teens are often the first to experiment with new media forms, making them a key demographic for advertisers looking to leverage new platforms for reaching audiences.

Question 5

What phrase has been used to refer to new electronic forms such as the Internet for advertising?

Accepted Answer

New media is the term often used to refer to new forms of media that have emerged with the advent of digital technology, including the Internet, which has become a significant platform for advertising.

Question 6

Branded entertainment more aggressively promotes a product than product placement and has been described as ________ because they are embedded in specific programs; they are harder for viewers to dismiss immediately as ads because the product is a character in the program.

Accepted Answer

The answer of Branded entertainment more aggressively promotes a product...

Question 7

Which of the following are considered alternative or new media?

Accepted Answer

All of the options listed (advertainment, webisodes, video games, and wireless communication) are considered forms of alternative or new media. These platforms offer innovative ways to communicate, entertain, and engage with audiences beyond traditional media channels.

Question 8

Which of the following is NOT considered to be alternative or new media?

Accepted Answer

Celebrity endorser is a traditional form of media and marketing, not considered alternative or new media. The other options (advertainment, wireless communication, Internet applications such as Webisodes, and guerilla marketing) are all examples of alternative or new media strategies.

Question 9

In an attempt to stand out among the media clutter, several companies have begun integrating brands into the content of television shows as a prop or central feature of the program, which is known as ________ and is more aggressive than the practice of product placement.

Accepted Answer

Branded entertainment is the practice of integrating brands into the content of entertainment media (like TV shows) more aggressively than traditional product placement, making the brand a prop or central feature of the program.

Question 10

Because many consumers consider pop-ups, banner ads, and superstitials annoying and ineffective, many companies instead are making their web sites more engaging and entertaining, which the practice of providing ________.

Accepted Answer

Companies are focusing on creating brand experiences by making their websites more engaging and entertaining to connect with consumers effectively.

Question 11

________ links the common phone to a computer.

Accepted Answer

The answer of ________ links the common phone to a...

Question 12

What wireless communication allows consumers to keyboard brief messages into a cell phone screen?

Accepted Answer

Instant messaging (IM) allows consumers to keyboard brief messages into a cell phone screen, enabling real-time text-based communication between two or more participants over the internet or other types of networks.

Question 13

What type of systems use wireless phones to access web sites?

Accepted Answer

The answer of What type of systems use wireless phones...

Question 14

________ is(are) unconventional marketing communication activities that are intended to get buzz on a limited budget.

Accepted Answer

Guerilla marketing is characterized by its unconventional strategies aimed at achieving maximum exposure and buzz for a product, service, or brand with minimal expenditure. It relies on creativity, surprise, and unconventional tactics to capture attention, making it distinct from more traditional forms of marketing communications like advertising or public relations.

Question 15

Alternative media refers to communication systems that permit two-way communication.

Accepted Answer

Alternative media refers to media practices that fall outside the mainstream of mass media, focusing on non-traditional content and methods of distribution, not specifically to systems that permit two-way communication.

Question 16

E-business refers to all the hardware, software, and computer know-how that provide a platform for businesses that use the Internet to sell products, as well as to manage their accounting, distribution, production, advertising, customer service, personal sales, internal communication to employees, and external communication to outside stakeholders.

Accepted Answer

E-business encompasses all aspects of business operations that utilize the Internet, including sales, accounting, distribution, production, advertising, customer service, personal sales, internal communication, and external communication.

Question 17

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

Accepted Answer

A company's website serves as its online presence, showcasing its brand, products, services, and values to the public.

Question 18

Online advertising serves three primary purposes: (1) provides a brand reminder message, (2) delivers an informational or persuasive message, and (3) makes a sale.

Accepted Answer

The answer of Online advertising serves three primary purposes: (1)...

Question 19

Spamming is illegal in the United States.

Accepted Answer

Spamming itself is not illegal in the United States, but there are regulations like the CAN-SPAM Act that set rules for commercial emails, requiring them to be truthful and provide an option to opt-out.

Question 20

A practice designed to deliver a groundswell of opinion or marketplace demand for a product is called viral marketing, and it uses e-mail to circulate a message among family and friends.

Accepted Answer

Viral marketing is a strategy that encourages individuals to share a marketing message with friends, family, and other contacts, often through email, social media, or other digital platforms, creating a rapid spread of the message akin to the way a virus spreads.

Quiz 10: Internet and Nontraditional Media