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| 1 | |
One of the distinctions between traditional media and the Internet concerns the relationship between those who create content and those who consume it. |
| | A) | True |
| | B) | False |
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| 2 | |
Most communications involving computers use broadband transmission. |
| | A) | True |
| | B) | False |
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| 3 | |
One of the benefits of Internet advertising is the standardization of the medium. |
| | A) | True |
| | B) | False |
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| 4 | |
The three basic costs associated with direct-mail advertising are list acquisition, creative production, and distribution. |
| | A) | True |
| | B) | False |
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| 5 | |
To get on the Internet, people must choose from two types of communication systems. They are: |
| | A) | LAN and WAN |
| | B) | narrowband and broadband |
| | C) | cable and broadcast |
| | D) | Ethernet and Intranet |
| | E) | digital and analog |
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| 6 | |
_____ includes graphical animations and ads with audio and visual elements that overlay the page or even float over the page. |
| | A) | Interactive media |
| | B) | Sensory-dependent advertising |
| | C) | Interstitials |
| | D) | Rich-media advertising |
| | E) | Broadband promotion |
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| 7 | |
Those"tell-a-friend" buttons found on product pages and articles throughout the Web, are increasingly important in getting a product recognized. Tell-a-Friend Wizard (a software program) makes it easy to add those customized buttons to any Web site so visitors can spread the word about the product. "Tell-a-friend" are examples of: |
| | A) | viral marketing |
| | B) | spam |
| | C) | keyword advertising |
| | D) | an intermercial |
| | E) | virtual marketing |
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| 8 | |
Assume the manufacturer of Benadryl anti-itching cream, advertises on the Internet. To target its advertising, the manufacturer decided to have its banner ads appear when the user typed in "itch," "scratching," "hives," or "mosquitoes" in the search engine. The advertiser would have made a: |
| | A) | request for ad responses |
| | B) | click-through request |
| | C) | keyword purchase |
| | D) | word-search responsive device |
| | E) | base banner purchase |
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| 9 | |
Which of the following is NOT an example of direct-mail advertising? |
| | A) | Grant is mailed a postcard advising him that he needs to get his brakes checked. |
| | B) | In her copy of Modern Maturity magazine, Bessie found an ad for Centrum vitamins. |
| | C) | Heather receives a brochure trying to sell her a trip down the Mississippi River on the Delta Queen steamboat through the mail. |
| | D) | In her bill from the auto club, Tess found an insert for a house security system. |
| | E) | In his Friday mail, Hughston found a handbill advertising open-mike night at a local comedy club. |
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| 10 | |
Each quarter, the manufacturer of Pirelli tires, prints and mails out approximately 15,000 copies of Pirelli World to its managers throughout the world. This slick publication resembles a consumer magazine and contains articles of interest for Pirelli managers, including information on retirement, new products, and the environment. Pirelli World is an example of a: |
| | A) | broadside |
| | B) | self-starter |
| | C) | house organ |
| | D) | reprint |
| | E) | statement stuffer |
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| 11 | |
Which of the following factors would most directly impact a direct-mail advertisement effectiveness and efficiency? |
| | A) | distractions caused by competitive ads |
| | B) | direct mail's high cost per exposure |
| | C) | inability to measure consumers' reactions to direct mail |
| | D) | the fact direct mail has the lowest response rate of any advertising medium |
| | E) | direct mail's ability to provide intensive coverage and extensive reach |
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