Question 1

Why has the Internet become so important to consumers, as well as the marketers who want to reach them, in such a short time?

Accepted Answer

The answer of Why has the Internet become so important...

Question 2

Sales staffs have found that through ________ they can give their customers more experiences with products and fast-changing technological trends.
A)URLs
B)blogs
C)Internet support services
D)superstitials
E)portals

Accepted Answer

Blogs allow sales staff to share their knowledge and expertise with customers, and to provide them with updates on the latest products and trends.

Question 3

You are looking up hotel rates on the Internet. Alongside your search results, a message reads, "Stay at Holiday Inn and get a 25 percent discount!" This is an example of ________.
A)search marketing
B)pop-unders
C)content sponsorship
D)pop-ups
E)superstitials

Accepted Answer

This is an example of search marketing where the message is displayed alongside the search results.

Question 4

You are looking at an eHow.com video for cleaning stains out of a shirt when you notice a small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the ad, you move from eHow to a Febreze website. You have clicked on a ________.
A)widget
B)pop-under
C)mini-site
D)pop-up
E)banner ad

Accepted Answer

The answer of You are looking at an eHow.com video...

Question 5

The online marketer eBay is an example of a "clicks and bricks" store.

Accepted Answer

The answer of The online marketer eBay is an example...

Question 6

The primary purpose of online advertising is to provide a brand reminder message.

Accepted Answer

The primary purpose of online advertising is not just to provide a brand reminder message but also to drive traffic to a website, increase brand awareness, generate leads or sales, and target specific audiences.

Question 7

Name and describe the six types of common Internet advertising.

Accepted Answer

The answer of Name and describe the six types of...

Question 8

Carla knows that the Internet has existed for many years but has become viable for e-business in only the last 12 years or so. What information interface was developed in the early 1990s that allowed people to access the Internet through an easy-to-use graphical format?
A)Interconnects
B)superstitials
C)cookies
D)World Wide Web
E)search engines

Accepted Answer

The World Wide Web was developed in the early 1990s and allowed people to access the Internet through an easy-to-use graphical format. Interconnects and superstitials are not related to Internet access. Cookies are small files stored on a user's computer to track their online activity, and search engines are tools used to find information on the Internet, but neither are directly related to the development of the graphical interface for the World Wide Web.

Question 9

Explain how the Internet audience is measured and what advertisers' concerns are surrounding those measures.

Accepted Answer

The answer of Explain how the Internet audience is measured...

Question 10

What are the purposes of online marketing communication?

Accepted Answer

The answer of What are the purposes of online marketing...

Question 11

You are looking at the New York Times home page, and you click on the link for an article you'd like to read. Before the page of the article appears, a twenty-second animated ad for Hyundai appears. This is an example of a ________.
A)search optimization
B)pop-under
C)mini-site
D)pop-up
E)superstitial

Accepted Answer

A superstitial is a type of online ad that typically appears as an animated or interactive ad that appears between content or as a user attempts to navigate to another page. They often play automatically or require interaction to be dismissed, and are typically longer than traditional banner ads. A 20-second animated ad like the one described in the question would fit the description of a superstitial.

Question 12

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 computations using numbers out to several places (i.e., eight or more)to the left of the decimal point when calculating computations. Although this was not a problem for most users of the chip, for scientific applications, it was a very significant problem. Intel learned of users' concerns through a ________.
A)blog
B)search engine
C)B2B forum
D)chat room
E)customer service site

Accepted Answer

The answer of Intel, a manufacturer of computer chips, routinely...

Question 13

The Web is an international marketing and advertising medium, but it faces access, legal, linguistic, currency, and technological barriers.

Accepted Answer

The statement is true. The Web can face various barriers that can limit its effectiveness in international marketing and advertising. These barriers can range from accessibility issues to legal and currency differences, language barriers, and technological limitations.

Question 14

Interactivity makes it possible for consumers to move away from being marketing targets and instead initiate contact with a company or other customers and have a conversation about a brand.

Accepted Answer

The answer of Interactivity makes it possible for consumers to...

Question 15

Runners can compare performances, set up profiles, and meet new friends on Nike's Nike Plus Web site. Nike Plus is an example of a ________.
A)search optimization strategy
B)viral marketing site
C)social media strategy
D)content sponsorship program
E)classifieds website

Accepted Answer

Nike Plus is a social media strategy that allows runners to connect and share their performances and progress with others.

Question 16

Your friend Mitch doesn't really understand all that a business can do through e-business. Which of the following applications would you NOT include in your explanation of e-business to your friend?
A)sell products
B)manage accounting
C)distribution
D)advertising
E)limit customer interaction

Accepted Answer

E-business aims to enhance customer interaction, so limiting customer interaction would not be considered as an application of e-business.

Question 17

Discuss the advantages and disadvantages of Internet advertising.

Accepted Answer

The answer of Discuss the advantages and disadvantages of Internet...

Question 18

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

Accepted Answer

Clutter is a significant issue on the Internet due to the vast amount of content and advertisements competing for users' attention, similar to conventional advertising media.

Question 19

Target sells products in its retail stores nationwide, but the company also sells a significant percentage of its products through the Target website. Target is an example of a ________ business.
A)re-commerce
B)do-it-yourself
C)B2B
D)clicks and bricks
E)person-to-person

Accepted Answer

Target is a "clicks and bricks" business because it has both physical retail stores and an online presence where customers can purchase products.

Question 20

Politically active Democrats tend to read many of the same blogs and use many of the same social networks. This is an example of ________.
A)convergence
B)homophily
C)viral marketing
D)database marketing
E)personalization

Accepted Answer

Homophily refers to the tendency of individuals to associate with others who are similar to themselves. In the context of the question, politically active Democrats are likely to read blogs and use social networks that are aligned with their political beliefs, creating a sense of homophily.

Quiz 13: Digital Media

Why has the Internet become so important to consumers, as well as the marketers who want to reach them, in such a short time?

Sales staffs have found that through ________ they can give their customers more experiences with products and fast-changing technological trends.

You are looking up hotel rates on the Internet. Alongside your search results, a message reads, "Stay at Holiday Inn and get a 25 percent discount!" This is an example of ________.

You are looking at an eHow.com video for cleaning stains out of a shirt when you notice a small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the ad, you move from eHow to a Febreze website. You have clicked on a ________.

The online marketer eBay is an example of a "clicks and bricks" store.

The primary purpose of online advertising is to provide a brand reminder message.

Name and describe the six types of common Internet advertising.

Carla knows that the Internet has existed for many years but has become viable for e-business in only the last 12 years or so. What information interface was developed in the early 1990s that allowed people to access the Internet through an easy-to-use graphical format?

Explain how the Internet audience is measured and what advertisers' concerns are surrounding those measures.

What are the purposes of online marketing communication?

You are looking at the New York Times home page, and you click on the link for an article you'd like to read. Before the page of the article appears, a twenty-second animated ad for Hyundai appears. This is an example of a ________.

The Web is an international marketing and advertising medium, but it faces access, legal, linguistic, currency, and technological barriers.

Interactivity makes it possible for consumers to move away from being marketing targets and instead initiate contact with a company or other customers and have a conversation about a brand.

Runners can compare performances, set up profiles, and meet new friends on Nike's Nike Plus Web site. Nike Plus is an example of a ________.

Your friend Mitch doesn't really understand all that a business can do through e-business. Which of the following applications would you NOT include in your explanation of e-business to your friend?

Discuss the advantages and disadvantages of Internet advertising.

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

Target sells products in its retail stores nationwide, but the company also sells a significant percentage of its products through the Target website. Target is an example of a ________ business.

Politically active Democrats tend to read many of the same blogs and use many of the same social networks. This is an example of ________.