Site MapHelpFeedbackMultiple Choice Quiz
Multiple Choice Quiz
(See related pages)

1
Reasons for the "digital revolution" include consumers' desire for _____ and _____.
A)more advertising; better messages
B)escape from television; access to global perspectives
C)seclusion; sensual experiences
D)information; control over information they receive
E)sensual experiences; access to global perspectives
2
When major corporations first began to conduct business on the Internet, they put up Web sites primarily for the purpose of:
A)creating a strong brand image.
B)stimulating trial through combining the Internet with sales promotions.
C)creating a corporate image of quality.
D)creating economies of scale in advertising.
E)providing information.
3
There are two types of Internet sponsorships. They are:
A)regular and content.
B)interstitial and linking.
C)visiting and linking.
D)content and sidebar.
E)regular and super-sized.
4
Which of the following statements about Internet terminology is true?
A)A button ad is larger than a banner ad.
B)An interstitial counts the number of different individuals who visit a site within a specified time period.
C)The use of streaming video is an example of rich media.
D)The number of times a banner ad is downloaded is called a visit.
E)Links are the measure of the traffic to a site.
5
One of the most used forms of advertising on the Internet is:
A)reminder advertising to loyal consumers.
B)comparative advertising.
C)paid search or search engine advertising.
D)interactive media advertising.
E)user generated video sharing.
6
KittyHouse mailed a packet of catnip seed to every person who visited its Web site. The visit to the Web site triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The free catnip seeds that acted as a reward for visiting the website illustrates the use of _____ on the Internet.
A)sales promotion
B)public relations
C)personal selling
D)broadcast advertising
E)direct marketing
7
KittyHouse cat food mailed a packet of catnip seed to every person who visited its website. The visit to the website triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The sponsoring of the Homeward Bound program through visits to its website illustrates the use of _____ on the Internet.
A)sales promotion
B)public relations
C)personal selling
D)print advertising
E)direct marketing
8
KittyHouse mailed a packet of catnip seed to every person who visited its website. The visit to the website triggered a donation to Whiskas Homeward Bound program, which supports cat shelters across the nation. The seed packet was Whiskas way to thank each visitor. With the catnip seeds, a note advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The mailing of the catnip plus a note inviting consumers back to the website illustrates the use of _____ on the Internet.
A)sales promotion
B)public relations
C)pioneering advertising
D)effectiveness measures
E)direct marketing
9
Which of the following describe a disadvantage associated with use of the Internet as an advertising medium?
A)Measurement problems
B)The inability to be efficiently used with an IMC program
C)Limited usefulness as an information source
D)The absence of clutter
E)Lack of creative potential
10
A Seattle law firm filed a class action suit against Citibank for illegally sharing credit card data with telemarketers and vendors. This lawsuit illustrates which of the following problems associated with marketing on the Internet?
A)Implied warranty
B)Buyer liability
C)Computer hacking
D)Concern about invasion of privacy
E)The use of firewalls





To learn more about the book this website supports, please visit its Information Center.
(c)2012 McGraw-Hill Education Asia
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Education Asia is one of the many fine businesses of The McGraw-Hill Companies.


Advertising and PromotionOnline Learning Center

Home > Chapter 15 > Multiple Choice Quiz