Question 1

In today's connected world, the Web has become such a large part of everyday life that consumers rarely make a purchase directly after receiving a marketing message.

Accepted Answer

The Web has significantly changed consumer behavior, making it common for individuals to research, compare, and consider multiple sources of information before making a purchase, rather than making immediate decisions based on a single marketing message.

Question 2

The Web is often the last step that consumers take before deciding to make a purchase.

Accepted Answer

False

Question 3

People involved with making a business-to-business purchase are especially likely to do heavy Web research prior to beginning a relationship.

Accepted Answer

Business-to-business (B2B) purchasers often engage in extensive online research to evaluate products, services, and suppliers before initiating a purchase or partnership, aiming to make informed decisions and ensure the best value for their companies.

Question 4

Marketers today typically include the brand's URL with all of their marketing material in order to make it easier for consumers to find the site.

Accepted Answer

Including the brand's URL in marketing materials is a common practice among marketers to ensure consumers can easily find and visit the brand's website, enhancing visibility and accessibility.

Question 5

Effective, organized marketing efforts will often use only one of the marketing methods, thereby gaining greater exposure and increasing the likelihood that their brand and message will be remembered.

Accepted Answer

Effective, organized marketing efforts typically use a mix of methods to reach a broader audience and adapt to different consumer preferences, increasing the likelihood of brand and message retention.

Question 6

Commercials usually run in 60-second increments for TV spots and 30-second increments for radio spots.

Accepted Answer

Commercials typically run in 30-second increments for both TV and radio spots, although variations in length do occur, including 15-second, 60-second, and even longer formats depending on the platform and campaign needs.

Question 7

Pretty much any place that has extra space available is a potential advertising medium.

Accepted Answer

Many places with extra space, such as billboards, sides of buses, benches, and even digital spaces like websites and social media, can be utilized for advertising, making the range of potential advertising mediums very broad.

Question 8

General messages may be used to establish or underscore the brand promise, with the objective of increasing recognition of the brand name.

Accepted Answer

General messages, as part of a brand's marketing and communication strategy, are designed to highlight the brand promise, thereby enhancing brand recognition and reinforcing the brand's identity in the minds of consumers.

Question 9

The appropriate message for a campaign is independent of where the brand is in its lifecycle.

Accepted Answer

The appropriate message for a campaign often depends on where the brand is in its lifecycle, as the focus can shift from awareness for new brands to loyalty and retention for more established ones.

Question 10

The younger and less well known a brand is, the more it needs to be more subtle in its messaging.

Accepted Answer

Younger and less well-known brands often need to be more direct and bold in their messaging to capture attention and differentiate themselves in a crowded market.

Question 11

How the message and concept reach an audience depends on the media that are used in the campaign.

Accepted Answer

Different media channels have unique strengths, audiences, and methods of interaction, which can significantly influence how a message is received and interpreted by the audience.

Question 12

The brand is at the center of a marketing campaign alongside the target audience.

Accepted Answer

In a marketing campaign, the brand is central as it represents the product or service being promoted, while the target audience is also crucial as the campaign is tailored to their preferences, needs, and behaviors.

Question 13

Cyber newsrooms are all similar in complexity.

Accepted Answer

Cyber newsrooms vary in complexity depending on their size, scope, technological infrastructure, and the nature of the content they produce.

Question 14

The Web 2.0 environment alters the way brands communicate.

Accepted Answer

Web 2.0 technologies, such as social media platforms, blogs, and wikis, have transformed brand communication by enabling more interactive, direct, and personalized engagement with audiences.

Question 15

Telemarketing is perhaps one of the most well known examples of viral marketing.

Accepted Answer

Telemarketing is a direct marketing strategy involving calling potential customers to sell products or services, not a form of viral marketing, which relies on social sharing to spread information.

Question 16

Most e-mail programs such as Microsoft Outlook, Outlook Express, Eudora, Yahoo, and others can read HTML code, giving marketers the freedom and flexibility to design their e-mail in such a way as to catch the recipient's attention.

Accepted Answer

Most modern email clients, including Microsoft Outlook, Outlook Express, Eudora, and web-based services like Yahoo Mail, support HTML email. This allows marketers to use various design elements such as colors, images, and layouts to make their emails more engaging and attention-grabbing for recipients.

Question 17

Current e-mail lists are easy to assemble and quality e-mail list brokers are widely available.

Accepted Answer

Assembling a high-quality email list requires effort and time, as it involves gathering a targeted audience that has opted in. Quality email list brokers are not as widely available due to concerns over privacy, consent, and the increasing regulations around email marketing.

Question 18

To execute an e-mail blast, marketers need only to use standard software applications.

Accepted Answer

Executing an e-mail blast effectively requires specialized email marketing software or platforms that are designed to handle mass email sending, manage subscriptions, and ensure compliance with spam regulations, which standard software applications typically do not offer.

Question 19

Promotions can be especially effective on the Web, where e-commerce stores can offer limited-time discounts, free shipping, or free items with purchases over a certain amount as a means of increasing traffic and sales.

Accepted Answer

Online promotions such as limited-time discounts, free shipping, or free items with purchases are effective strategies for e-commerce stores to increase traffic and sales, as they create a sense of urgency and provide added value to the consumer.

Question 20

Promotions should never run at a financial loss to the site.

Accepted Answer

Promotions can be run at a financial loss initially to attract new customers, increase market share, or promote brand awareness, with the expectation of long-term gains outweighing short-term losses.

Quiz 11: Driving Traffic: Marketing Strategies