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Multiple Choice Quiz
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1
Which of the following statements about social network sites is NOT true?
A)Social network sites invite all people to share opinions.
B)Social network sites were created after 9/11 as a means of terrorist surveillance.
C)Social network sites help create consumer awareness.
D)The more popular a site becomes the more advertisers want to be on the site.
E)The more advertising included in social network sites, the less attractive the site is to users.
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
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)none of the above
13
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
14
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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