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1 | |
Which of the following statements about the use of the Internet in an IMC program is true? |
| | A) | The Internet is in the maturity stage of its product life cycle, and therefore, can be readily used as a marketing communications medium. |
| | B) | Marketers are confused about how best to use the Internet. |
| | C) | Marketers were easily able to implement brand-building strategies using the Internet. |
| | D) | The Internet is often viewed as a substitute for other media. |
| | E) | The Internet's only function is to support direct marketing efforts. |
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2 | |
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. |
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3 | |
When major corporations first began to conduct business on the Internet, they put up websites 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 |
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4 | |
Which of the following is an example of a communications objective for marketing on the Internet? |
| | A) | to create awareness |
| | B) | to generate interest |
| | C) | to stimulate trial |
| | D) | to create a strong brand |
| | E) | all of the above |
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5 | |
Skyscrapers, verticals, and side panels are all examples of: |
| | A) | interstitials |
| | B) | pop-ups |
| | C) | sponsorships |
| | D) | banner ads |
| | E) | links |
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6 | |
There are two types of Internet sponsorships are: |
| | A) | regular and content |
| | B) | interstitial and linking |
| | C) | visiting and linking |
| | D) | content and sidebar |
| | E) | regular and super-sized |
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7 | |
Which of the following statements about types of Internet advertising is true? |
| | A) | An interstitial is also called a skyscraper. |
| | B) | A floating ad is also called a shoshkele. |
| | C) | A surround session uses sound. |
| | D) | Superbanners have the capability to appear on the screen as the user downloads a Web page. |
| | E) | All of the above statements about types of Internet advertising are true. |
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8 | |
Personalization is closely related to: |
| | A) | the hierarchy of effects |
| | B) | market aggregation |
| | C) | sponsorships |
| | D) | webcasting technologies |
| | E) | cookies |
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9 | |
Whiskas 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. Along with the catnip seeds was a note that advised consumers to visit www.whiskas.com if they wanted to create a cat-friendly garden. The free catnip seeds 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 |
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10 | |
Whiskas 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. Along with the catnip seeds was a note that 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 |
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11 | |
Whiskas 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. Along with the catnip seeds was a note that 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 |
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12 | |
Jupiter MediaMetrics, Business 2.0, eMarketer, and Arbitron are all: |
| | A) | organizations that use Internet advertising to remind consumers of their existence |
| | B) | comparative sources of data on all types of advertising media |
| | C) | sources of Internet advertising measurement data |
| | D) | companies that are developing interactive media |
| | E) | described by none of the above |
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13 | |
Which of the following describe a disadvantage associated with use of the Internet as an advertising medium? |
| | A) | the potential for Websnarl |
| | 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 |
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14 | |
In 2001, a Seattle law firm filed a class action suit Citibank for illegally sharing credit card data with telemarketers and vendors. This lawsuit illustrates which problem of 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 |
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