 |
| 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) | The Internet has had a major impact on the media landscape and the way marketers communicate with customers. |
| | 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. |
|
|
|
| 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. |
|
|
|
| 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 |
|
|
|
| 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 |
|
|
|
| 5 | |
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) | All of the above |
|
|
|
| 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 |
|
|
|
| 7 | |
Which of the following is not an Internet communication objective? |
| | A) | Create awareness |
| | B) | Develop consumer demographic profiles |
| | C) | Disseminate information |
| | D) | Create an image |
| | E) | Generate interest |
|
|
|
| 8 | |
Personalization is closely related to: |
| | A) | the hierarchy of effects |
| | B) | market aggregation |
| | C) | sponsorships |
| | D) | webcasting technologies |
| | E) | cookies |
|
|
|
| 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. 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 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 |
|
|
|
| 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. 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 |
|
|
|
| 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. 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 |
|
|
|
| 12 | |
The fastest growing form 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) | none of the above |
|
|
|
| 13 | |
Which of the following describe a disadvantage associated with use of the Internet as an advertising medium? |
| | A) | the potential for Annoyance |
| | 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 |
|
|
|
| 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 |
|
|
.