Question 1

The Internet has opened the door to electronic commerce.

Accepted Answer

The fastest-growing advertising medium in history, the Internet, has opened the door to electronic commerce.

Question 2

The development of Web browsers made viewing Web pages easy.

Accepted Answer

Viewing Web pages was made easy by the development of Web browsers, software that interpreted HTML.

Question 3

Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising.

Accepted Answer

Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising, provide a valid reply-to e-mail address, and allow recipients to opt out of future mailings.

Question 4

In the context of traditional media,time and space are not limited resources.

Accepted Answer

In traditional media, time (on TV or radio) and space (in print) are precious and limited resources.

Question 5

Spam generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Accepted Answer

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Question 6

The Internet's ability to hypertarget is one of the many ways it sets itself apart from television.

Accepted Answer

The Internet's ability to hypertarget is one of the many ways it sets itself apart.

Question 7

The percentage of the U.S.population able to access the Internet has seen a steady decline.

Accepted Answer

The percentage of the U.S. population able to access the Internet on a regular basis continues to climb.

Question 8

Viral marketing is the Internet version of word-of-mouth advertising.

Accepted Answer

Viral marketing is the Internet version of word-of-mouth advertising.

Question 9

Rich mail allows graphics,video,and audio to be included in the e-mail message.

Accepted Answer

Rich mail allows graphics, video, and audio to be included in the e-mail message.

Question 10

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program by which they exempt the advertisers from paying the transaction cost.

Accepted Answer

For advertisers involved in e-commerce, some publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

Question 11

A Web site is used as a supplement to a microsite.

Accepted Answer

A microsite is used as a supplement to a Web site.

Question 12

Owing to the legislations on spam mailing,marketers are focusing their e-mail efforts on prospecting rather than on customer retention and relationship management (CRM).

Accepted Answer

With increasing legislation against spamming, marketers are focusing their e-mail efforts on CRM rather than on prospecting.

Question 13

Advertisers can buy specific keywords that bring up their ads when a user's search request contains these words.

Accepted Answer

Advertisers can buy specific keywords that bring up their ads when a user's search request contains these words.

Question 14

As Web advertising tools,banners take up less space than buttons.

Accepted Answer

Similar to banners are buttons, small versions of the banner that often look like an icon and usually provide a link to an advertiser's landing page, a marketing tool that leads people into the purchasing or relationship-building process.

Question 15

The standard superstitial ad is quite small and plays for a very short period of time.

Accepted Answer

The standard superstitial ad is quite large and plays for a long period of time.

Question 16

The Internet is a global network of computers that communicate with one another through protocols.

Accepted Answer

The Internet is a global network of computers that communicate with one another through protocols, which are common rules for linking and sharing information.

Question 17

A centralized network is characterized by many different hubs and links,which allows continuous communication even if some connections stop working.

Accepted Answer

A distributed network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.

Question 18

One of the disadvantages of the Internet is that it does not allow data to be accumulated based on advertising efforts.

Accepted Answer

One of the unique features of the Internet is the relative ease in finding and accumulating data based on advertising efforts.

Question 19

Currently,the leading national advertisers spend only a small portion of their marketing communications budget on interactive media.

Accepted Answer

Currently, the leading national advertisers spend a small piece of their marketing communications pie on interactive media, less than 15 percent of their budgets. However, it still is the fastest-growing segment.

Question 20

Third-party ad servers deliver ads from across multiple Web domains to one central source.

Accepted Answer

Third-party ad servers deliver ads from one central source, or server, across multiple Web domains.

Quiz 15: Using Digital Interactive Media

The Internet has opened the door to electronic commerce.

The development of Web browsers made viewing Web pages easy.

Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising.

In the context of traditional media,time and space are not limited resources.

Spam generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

The Internet's ability to hypertarget is one of the many ways it sets itself apart from television.

The percentage of the U.S.population able to access the Internet has seen a steady decline.

Viral marketing is the Internet version of word-of-mouth advertising.

Rich mail allows graphics,video,and audio to be included in the e-mail message.

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program by which they exempt the advertisers from paying the transaction cost.

A Web site is used as a supplement to a microsite.

Owing to the legislations on spam mailing,marketers are focusing their e-mail efforts on prospecting rather than on customer retention and relationship management (CRM).

Advertisers can buy specific keywords that bring up their ads when a user's search request contains these words.

As Web advertising tools,banners take up less space than buttons.

The standard superstitial ad is quite small and plays for a very short period of time.

The Internet is a global network of computers that communicate with one another through protocols.

A centralized network is characterized by many different hubs and links,which allows continuous communication even if some connections stop working.

One of the disadvantages of the Internet is that it does not allow data to be accumulated based on advertising efforts.

Currently,the leading national advertisers spend only a small portion of their marketing communications budget on interactive media.

Third-party ad servers deliver ads from across multiple Web domains to one central source.