Marketing 373: Chapter 15

Front 1

The exchange of information in social network sites: 

Back 1

helps move potential consumers through the purchase process

Front 2

The "Catch-22" for social network sites is the more popular they become: 

Back 2

the popular they are to advertisers and less popular to members

Front 3

The Internet: 

Back 3

A. is accessible to anyone with a computer and a modem
B. was developed by the U.S. Defense Department
C. is a worldwide means of exchanging information
D. uses a series of interconnected computers
E. is accurately described by all of the above

Front 4

_____ is a worldwide means of exchanging information and communicating through a series of interconnected computers. 

Back 4

The Internet

Front 5

Which of the following is NOT one of the reasons offered for the rapid adoption of the Internet? 

Back 5

The ability of consumers to compare reputable versus questionable data sources

Front 6

One of the advantages of the Internet for direct marketers is it is: 

Back 6

interactive

Front 7

Compared to growth in total media advertising, in 2006 Internet advertising: 

Back 7

grew at a rate nearly ten times that of total media

Front 8

Which of the following is NOT one of the factors leading to an effective Website? 

Back 8

character

Front 9

Naomi has a small consulting business. She wants to use her website to provide background about her company's qualifications and answer frequently asked questions. Naomi will design her website with the primary objective of: 

Back 9

providing information

Front 10

Brad is designing a website for his company. One of the company's objectives is 
maximizing communication. Brad will emphasize __________________ in his website
design. 

Back 10

links to other websites

Front 11

What was the primary objective marketers sought when they first employed the Internet as a communications tool? 

Back 11

to disseminate information

Front 12

Which of the following statements about the role of the Web site is true? 

Back 12

A Web site is the place where a provider makes information available to users of the product

Front 13

Which of the following is NOT a valid objective for a marketer who is employing the Internet as a communications vehicle? 

Back 13

to prevent price wars

Front 14

Facebook was cited by Adweek as one of the Best Performers in 2007. Facebook was recognized for: 

Back 14

millions of viewers spending over an hour per month on the site

Front 15

Disney.com was cited by Adweek as one of the Best Performers in 2007. Disney.com was recognized for: 

Back 15

innovative and interactive site serving kids and parents

Front 16

Which of the following is a valid objective for a marketer who is employing the Internet as a communications vehicle? 

Back 16

to create a strong brand

Front 17

Cheerwine is a cherry-flavored cola. A visit to its Web site shows consumers where the regional cola can be purchased, offers visitors a store where they can purchase clothes and other items bearing the Cheerwine brand, a selection of recipes using Cheerwine, and links to the Cheerwine NASCAR site. From this information, which of the following communications objective does this site have? 

Back 17

to generate interest in Cheerwine

Front 18

CDW Computer Centers sells computer equipment to small- and mid-sized businesses. Its Web site provides in-depth information on its products, its customer service, its shipping policies, and its suppliers. Like most business-to-business sites, the primary objective of this Web site is to: 

Back 18

disseminate information

Front 19

Marketers have found it most difficult to _____ on the Internet because of a need to develop creative strategies adapted to the medium. 

Back 19

create an image

Front 20

Which of the following statements explains why marketers have found it so difficult to create a strong brand using the Internet? 

Back 20

A. Managers' bottom-line focus makes the costs seem too high.

B. Branding and direct response may be counterproductive.
C. Managers do not have a clear understanding of the role of the Web in the branding process.

D. Many marketers mistakenly believe the creation of awareness or the generation of interest will lead to a strong brand.

E. All of the above statements can be used to explain why marketers have found it so difficult to create a strong brand using the Internet.

Front 21

The manufacturer of Aleve pain reliever offered a free sample of the product to visitors who registered at its Web site. In this case, the communications objective for the Web site was to: 

Back 21

stimulate trial

Front 22

Which of the following statements about how the Internet has changed marketing is true? 

Back 22

Internet both complements and relies on other media in an effective IMC program.

Front 23

The most common form of advertising on the Web is: 

Back 23

banners

Front 24

At the Web site for Ivillage.com, there is an ad that stretches across the top of the page for Clinique cosmetics. If you click on the ad, it will take you to the Clinique Web site where you can purchase Clinique cosmetics. The Clinique ad that appears at the iVillage Web site is an example of a(n): 

Back 24

banner

Front 25

If you go to the GirlsOn.com Web site, you'll find a book section sponsored by Amazon.com. Amazon.com, the largest retailer of books on the Internet also has a similar arrangement with Dogpile.com, and at other computer search engine Web sites. Amazon.com is using: 

Back 25

a regular sponsorship

Front 26

The Weather Channel provides dollars in return for its name association with www.iwon.com, an Internet portal. The Weather Channel also contributes weather information to the site. What method for advertising on the Internet does the Weather Channel use? 

Back 26

content sponsorship

Front 27

While Ginger waited for iVillage.com's apparel site to download, a small ad encouraging her to check out the summer clothes at Nordstrom department store and at its Web site appeared on her computer screen. The Nordstrom's ad is an example of: 

Back 27

a pop-up

Front 28

After Jones finished reading an article on the 101 Dumbest Moments in Business at the Business 2.0 Web site, he closed the file. Then he saw on his screen an ad that invited him to subscribe to the magazine. This ad was an example of: 

Back 28

a pop under

Front 29

_____ are ads that appear on your computer screen while you are waiting to download content from the site? 

Back 29

Interstitials

Front 30

___ allow companies to push a message to a consumer rather than wait for them to find it. 

Back 30

Webcasting technologies

Front 31

Kendra works for an environmental company that consults with governments and provides them with information necessary to revitalize damaged environments. Every morning when she logs onto her computer, she finds articles on the latest research on environmentally friendly technology, such as cola-powered cars. Advertisers of similar products appear as banner ads on Kendra's computer. This is an example of: 

Back 31

push technology

Front 32

There are many topics of interest on the Web site called www.GirlsOn.com, but Abby is only interested in current movies and books, and Ruby only wants to read about what's new in clothes and make-up. Both have downloaded screensavers from the GirlsOn site and specified the kind of information they are most interested in viewing. This is an example of: 

Back 32

personalized webcasting

Front 33

Funster.com is a Web site for people who enjoy word games and competing against others who enjoy word games. On the Funster.com Web site is a(n) _____ to Amazon.com where you can buy books that improve your word game skills. 

Back 33

link

Front 34

One of the most used forms of advertising on the Internet is: 

Back 34

paid search

Front 35

Many shopping bots have become ___________ or search engines in which advertisers pay only when a consumer clicks on their ad or link from a search engine page. 

Back 35

paid search

Front 36

If, when Internet visitors using Yahoo's search engine type in travel books, one of the advertisements they see is for Lonely Planet guides, Lonely Planet is using a ___________ to target Internet users interested in their products. 

Back 36

paid search

Front 37

_______ dominates the paid search advertising market

Back 37

Google

Front 38

One of the criticisms of paid search advertising is that it is: 

Back 38

wasted monies because consumers would have gone to the advertiser's site anyway

Front 39

Advertisers which target consumers based on the website-surfing patterns are using: 

Back 39

behavioral targeting


Front 40

One of the criticisms of behavioral targeting is: 

Back 40

the potential for deception

Front 41

Advertisers which target their advertising based on the information provided on web pages are using: 

Back 41

contextual advertising

Front 42

Nevada Bob's Golf company want to place ads on websites providing information about golf and golf products. Nevada Bob's want use: 

Back 42

behavioral targeting

Front 43

The increasing use of broadband among Internet users has increased the use of ______________ advertising. 

Back 43

rich media

Front 44

Which of the following is NOT one of the types of rich media being used by advertisers? 

Back 44

web billboards

Front 45

One of the amazing aspects of rich media advertising is: 

Back 45

the rapid evolution of new advertising alternatives


Front 46

Podcasts are being used by advertisers to reach

Back 46

young listeners

Front 47

________ organize and format Web-based content in a standard way, sending out notification whenever new material is available. 

Back 47

Really Simple Syndication

Front 48

One of the questions viewers of user-generated video sites (UGVs) are concerned about is: 

Back 48

is it real or a craftily created commercial?

Front 49

To get retail florists to use its Web site for ordering shop supplies, an Internet seller enters every retailer who places an order during a specified period of time in a sweepstakes. The winner of the sweepstakes receives a $1,000 check and gets his or her picture in the next issue of the trade's leading journal. The sweepstakes is promoted in several trade journals aimed at those in the floral business. This is an example of how the Internet can be used in combination with _____ in an integrated marketing communications program. 

Back 49

sales promotion, advertising and PR

Front 50

Buick conducted a sweepstakes in which people could enter to win the car Tiger Woods uses during tournaments. To enter sweepstakes, consumers had to visit Buick's site. Buick used which promotional mix element on the Internet? 

Back 50

sales promotions

Front 51

Which element within the marketing mix would you expect to be most used by a Web site called www.winfreestuff.com? 

Back 51

sales promotion

Front 52

A professional fisherman who has freshly-caught salmon in Oregon that he wants to sell can go to www.GoFish.com and locate and negotiate a sale with a restaurant owner in New Jersey who is interested in serving salmon to restaurant patrons. The connecting of buyers and sellers is one way the Internet can perform which promotional activity? 

Back 52

personal selling

Front 53

Which of the following statements about personal selling and the Internet is true? 

Back 53

A. The Internet is quite effective at enhancing and supporting sales efforts.
B. The Internet can be used to stimulate trial purchases by customers who cannot be efficiently reached by personal selling efforts.
C. The Internet has led to some cutbacks in existing sales personnel.
D. Visitors to a company's Web site can become valuable leads for the firm's salespeople.
E. All of the above statements about personal selling and the Internet are true.

Front 54

Which of the following statements describes the relationship between the Internet and personal selling in an integrated marketing communications program? 

Back 54

In a well-designed IMC program, the use of the Internet and personal selling should be complementary.

Front 55

Recent press releases about what is going on in the company are available at the ArvinMeritor Web site. Anyone doing research on the company has access to these stories. In this way, ArvinMeritor uses the Internet as a(n) _____ tool. 

Back 55

Public Relations

Front 56

Good Mews is a no-cage, no-kill cat shelter that tries to care for and find homes for cats and kittens that have been abandoned by their owners. The non-profit group uses a Web site to show cats that are available for adoption, how cats are cared for at the shelter, and to spotlight various volunteers' efforts. This is an example of how the Internet can be used as a(n) _____ tool. 

Back 56

Public Relations

Front 57

Yesterday when Eli checked his e-mail, he had an offer to buy software that would make it easier for him to file his income tax next year. This e-mail offer is an example of how the Internet and _____ can complement each other. 

Back 57

direct marketing

Front 58

When Dakota checked her e-mail after returning from a week's trip, she found had 53 e-mails and only two contained information she needed. The rest were unwanted and unrequested and examples of: 


Back 58

SPAM

Front 59

Which of the following statements about e-commerce is true? 

Back 59

Consumers sales over the Internet are only a fraction of business-to-business sales.

Front 60

E-commerce is _____ on the Internet. 

Back 60

direct

Front 61

A Web site operator that wanted to collect information on how a site user navigated the site and which parts of the site were the most popular could use: 

Back 61

A. page impressions

B. clicks

C. unique measurement (browsers, visitors, and users)
D. ad impressions

E. all of the above

Front 62

Which of the following methods has been employed in an attempt to measure advertising effectiveness on the Web? 

Back 62

A. page impressions

B. clicks
C. unique measurement (browsers, visitors, and users)
D. ad impressions

E. all of the above

Front 63

Which of the following methods of measuring effectiveness of advertising on the Web has become the universally accepted method adopted by ad agencies? 

Back 63

A. hits

B. clicks

C. impressions/page views
D. click-through rate

E. none of the above

Front 64

A Web site operator that wanted to use online measuring could use: 

Back 64

A. tracking

B. sales figures

C. online surveys

D. retention and recall tests
E. all of the above

Front 65

Which of the following is a source of measurement data for a Web site operator or a business that is interested in setting up a Web site?

Back 65

A. Interactive Advertising Bureau
B. Arbitron

C. eMarketer

D. MRI and SMRB

E. all of the above

Front 66

Which of the following has been cited as an advantage associated with using the Internet? 

Back 66

A. its ability to specifically target market

B. interactive capabilities of the medium

C. information access
D. potential for creativity

E. all of the above

Front 67

Which of the following has been cited as an advantage associated with using the Internet? 


Back 67

ability to tailor message to target market

Front 68

Which of the following has been cited as an advantage associated with using the Internet? 

Back 68

A. high reach

B. low costs

C. annoyance

D. lack of sales potential
E. none of the above

Front 69

Which of the following has been cited as a disadvantage associated with using the Internet? 

Back 69

poor reach

Front 70

For many users of the Internet, the length of time it takes to download a site to increase dramatically creates __________. Some people refuse to visit a site if it takes what they determine to be an inordinate amount of time to download. 

Back 70

annoyance

Front 71

Which of the following has been cited as a disadvantage associated with using the Internet? 

Back 71

A. clutter

B. downloading speed
C. inability to pinpoint audience characteristics
D. difficulty with measuring its communication effectiveness
E. all of the above

Front 72

Some marketers believe the Internet will eventually replace traditional forms of advertising. Others disagree. Which of the following weaknesses of the Internet would support those who disagree? 

Back 72

lack of reliability of the research numbers generated

Front 73

Which of the following is NOT one of the reasons the Internet has been called the Wild Wild West? 

Back 73

invasion of privacy

Front 74

For advertisers the Internet has been called the Wild Wild West because: 

Back 74

there are little to no rules

Front 75

Interactive TV, interactive CD-ROMs, kiosks, and interactive phones: 

Back 75

can be used as contributors to an IMC program

Front 76

Adoption of _____________ technology in Asia has outpaced that in the United States but based on the experience of marketers in other parts of the world it is becoming part of many company's IMC program. 

Back 76

wireless