question

the internet is comprised of computers from a variety of sources. Which of the following is not one of these sources?

answer

personal

question

as the internet has changed-becoming a legitimate option for advertisers-which of the following is likely to happen?

answer

all of these statements about the changing role of the internet are true

question

__________ are starting points for internet exploring and are interested in channeling surfers to particular sites, especially commercial ones

answer

portals

question

A "mash up" is

answer

a combination of one or more websites into a single site like Chicagocrime.org

question

one of the advantages of advertising on the internet is

answer

Target Market selectivity

question

on a cost-per thousand (CPM) basis, the cost of Web ads for the most part

answer

compares favorably with ads placed in traditional media

question

which of the following is a strong advantage of the World Wide Web

answer

24 hour availability

question

as marketing manager of Fly-By-Night, a commuter airline that specializes in red-eye flights, you believe that the internet is a good way to reach business people with your communications. But you know this target audience ignores most advertising and actively hates distractions like pop-up or pop-under ads. therefore, you put your money behind the development of messages for

answer

viral marketing

question

Rich media/video and audio is the process by which a web ad uses advanced technology that interacts wit the user when his or her mouse passes over the ad. its advantage(s) is(are) that

answer

all of these statements are true of rich media

question

Crayola offers a __________ that provides more than information about the firm and its brands; it focuses on the needs of parents and children who use Crayola crayons

answer

a corporate website

question

one difference between a banner advertisement and a corporate home page is that

answer

a banner advertisement is a paid advertisement that is placed on a site drive by editorial content

question

many service providers are offering blockers that greatly reduce an advertiser's ability to get these types of advertisements onto a users screen

answer

popups

question

streaming video and audio is a technique that sometimes uses

answer

film clips or webisodes inserted into Rich Media online ads

question

widgets are

answer

all of these statements describe widgets

question

the real challenge for todays internet advertisers is to

answer

get visitors to return to the website

question

accomplishing the objective of having repeat visitors to a firm's website is a function of

answer

all of these

question

for optimal business results from a site, it should be human-message (interactive) or human-human interaction (like a chat room) because

answer

research shows that when consumers engage in these types they have more positive attitude toward the ad and in turn higher purchase intentions

question

as part of your company's internet strategy, it has bought a domain name (mybigco.net) from register.com. this means that

answer

no other site in the same TLD can use your name, but i they want the name mybigco.org it may be available

question

you have built a world wide web site assuming "if you build it, they will come." they're not coming which one of the following is not a good way to promote the site

answer

all of these statements are good ways to promote a website

question

web analytic software

answer

all of these statements are true of analytic software

question

there are different ways internet marketers measure the effectiveness of the ads they run on the web. which of the following is NOT one of those ways

answer

syndicated site ratings

question

which of the following is a currently troublesome privacy/security issue faced by website sponsors?

answer

all of these statements are privacy/security issues currently troubling website sponsors

question

the measurement of web audience that is the least accurate is

answer

hits

question

which of the following is (are) true of click fraud?

answer

not only is it annoying and costly, it is illegal

question

creating an e-community for a brand today makes use of which of the following characteristics of internet commerce?

answer

the fact that the internet gives consumers a new and efficient way to communicate with each other

question

which of the following is NOT a primary purpose of direct-marketing programs?

answer

create awareness among a variety of target market groups

question

direct marketing pioneer, L.L. Bean has always been a relationship builder. which keen insight did bean have into direct marketing from the beginning?

answer

long-term relationships are based on trust

question

which of the following societal factors is driving the growth of direct marketing today?

answer

all of these factors are driving the growth of direct marketing today

question

you are marketing manager for a company that packages and markets vacation to exotic locations you use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. one of your primary objectives regarding these efforts is to make sure the efforts are integrated. this is because

answer

integrated programs work more effectively than programs that are not integrated

question

the best word to summarize the popularity of direct marketing with consumers is

answer

convenience

question

from a consumer's standpoint, the growth in popularity of direct marketing is fostered by

answer

all of these are factors in growth of consumer direct marketing

question

an emphasis on producing measurable effects is one of the noted appeals of direct marketing, where it is not uncommon to find cost per injury (CPI) calculation. what other calculation is commonly computed by direct marketers?

answer

cost per order (CPO)

question

The one characteristic that makes direct marketing different from marketing in general is that

answer

direct marketing has an emphasis on developing a database

question

in some cases, marketing databases are enhanced using __________ data that revealed the characteristics of the neighborhood in which a person resides

answer

geodemograpic

question

there are two broad categories of mailing lists that should be recognized by marketers __________ lists are the starting point for developing better relationships with current customers, whereas __________ lists help an organization cultivate new business

answer

internal; external

question

a good way to isolate a firm's best customers from a marketing database is with __________ analysis.

answer

recency, frequency, and monetary (RFM)

question

which of the following is a basic element of frequency marketing program?

answer

all of these are basic elements

question

mailing list enhancement can be achieved by adding the following information to basic name and address data

answer

all of these can be used to enhance a mailing list

question

a business interviews customer to determine their wants and needs. this company is in the process of developing

answer

a marketing database

question

a company uses its marketing database to run an RFM analysis on its customers. the F in RFM stands for frequency and refers to

answer

the number of times a customer bought a product from the company

question

firms can use RFM analysis to isolate their best customers. RFM stands for

answer

recency, frequency, monetary

question

a local Elks Club contacts each member that holds an Elks golf membership ad inquires as to whether the member would also like to purchase an Elks pool membership for the family. this is know as using a marketing database for

answer

cross-selling

question

the greatest concern about direct marketing expressed by consumers is

answer

invasion of privacy

question

a person is concerned with issues of privacy and doesn't wan this or her name being on mailing lists. this person can call __________ and have his or her name removed

answer

the Federal Trade Commission's Do Not Call Registry

question

There are three basic elements, each with specific purpose, in frequency marketing programs. which of the following is among them?

answer

all of these together constitute the basic elements of frequency marketing

question

a business is considering using a direct mail piece to reach potential customers. management of the company should realize that two of the negatives of doing so are a high cost per contact and

answer

a bad mail address

question

the advantage of direct mail as a communication medium stems from its __________

answer

selectivity

question

at present, which of the following forms of direct marketing is considered the most controversial?

answer

bulk email

question

the direct marketing medium with the highest response rate is

answer

telemarketing

question

infomercials were made possible by

answer

the lower cost of ad space on satellite and cable systems

question

two of the basic forms of sales promotion are __________ sales promotion and __________ sales promotion

answer

trade-market; consumer-market

question

which of the following is NOT typically a service that advertising agencies provide to clients?

answer

preparation of sales promotion materials

question

several factors have created a short-term orientation among marketing managers. which of the following is a reason why this type of orientation exists in many organizations?

answer

rewards and punishments based on short-term returns are on the rise for most managers

question

the primary role of consumer sales promotion is to

answer

elicit an immediate purchase from a customer

question

in recent years, sales promotion expenditures have grown at an annual rate of about 4-8 percent, compared to

answer

about a 3-5 percent rate for adverting

question

which one of the following is not a reason why sales promotions have become a more popular tool for companies over the past 10-15 years

answer

companies are understanding the need for a consistent image over time

question

a __________ requires a consumer to pay most of the cost of an item received as a premium

answer

self-liquidation premium

question

the most popular type of sampling for food and cosmetic products is __________ sampling

answer

in-store

question

an advantage of coupons as a sale promotional tool is that

answer

all of these are advantages of coupons as a sales promotional tool

question

the difference between contests and sweepstakes is that

answer

contests require skill, and sweepstakes require luck

question

a distinguishing feature of a self-liquidatig premium is that it

answer

requires a consumer to pay most of the cost of an item received as a premium

question

trial offers are similar to samples except that trial offers

answer

are used for more expensive items

question

a money-back offer requiring a buyer to mail in a form requesting the money back form the manufacturer, rather than the relater (as in couponing) is

answer

rebate

question

you work for a company that manufactures large appliances, like refrigerators and stoves. in an effort to move your product, you offer a hundred dollars to any retail salesperson who can sell ten of your appliances in a week. this is an example of

answer

an incentive

question

in order for an item to be defined as a specialty-advertising item, it must

answer

contain the sponsor's name and/or logo

question

powerful retailers are demanding cash payments from manufacturers for access to shelf space. these payments are known as

answer

slotting fees

question

if a company's advertising campaign and a sales promotion have different purposes, the company would be wise to

answer

coordinate the look and feel of both efforts

question

which of the following is not considered P.O.P. advertising?

answer

a billboard positioned in a supermarket parking lot

question

which of the following is a strategic advantage for manufacturers of P-O-P advertising aimed at trade and business markets?

answer

all of these statements are possible advantages of P-O-P for manufacturers

question

perhaps the oldest form of advertising is

answer

billboards

question

most advertising experts suggest that billboard copy should not exceed __________ words

answer

6

question

support media are called support media because they

answer

reinforce advertising messages being delivered by other media

question

an advantage of billboards as a medium is

answer

all of these statements area advents of billboards

question

an advertiser considers using transit advertising as an advertising vehicle. this particular vehicle works most effectively when the advertiser

answer

is trying to create or build brand awareness

question

directory advertising is unique among support media in that it

answer

helps the consumer follow through on a product purchase

question

the brave new world of IMC refers to

answer

new tools and practices in the marketing of brands that are fundamentally different from traditional media

question

which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?

answer

all of these factors contributed to the Charmin Restroom campaign

question

what kind of consumers were in contact with the Charmin brand during the Charmin Restroom campaign?

answer

families from all 50 states and more than 70 countries

question

which of the following is a reason for the convergence of Madison & Vine?

answer

people have an ever-expanding set of options beyond traditional media with which to fill their leisure time-from playing video games to watching DVD's

question

what is the "chaos scenario" envisioned by Ad Age's Bob garfield?

answer

a massive exodus from traditional broadcast media

question

the story of how Prilosec OTC successfully used sponsorship of Bunco gaming, in particular the Bunco World Championship illustrates what principle of the ideal branding-through-sponsorhsip scenario?

answer

all of these characteristics

question

many critics contend that event sponsorship, especially those of the sporting kind, can be

answer

ego-driven and thus a waste of money

question

one way to leverage event sponsorship is to

answer

entertain important clients

question

in return for providing financial support to help fund an event, a marketer

answer

acquires the right to display a brand name, logo, or advertising message at the event

question

if a marketer wants to directly compare the effectiveness of an event sponsorship with that of a traditional advertising efforts, he or she should

answer

calculate the number of exposures to the brand at the event and from coverage of the event and decide whether it is comparatively cost effective

question

an additional advantage of event sponsorship is that it can be used

answer

all of the above

question

which of the following best describes the typical effect of an event sponsorship as an advertising medium?

answer

it is able for synergies with brand advertising, sales promotion and pubic relations elements of IMC

question

what is the term in marketing that entails embedding your brand as part of an entertainment property (e.g. a sporting even, TV show, theme park, short film, movie, or video game) in an effort to connect with your consumer in a unique and compelling way?

answer

branded entertainment

question

which of the following is the earliest of these examples of product placement in a movie?

answer

Reese's pieces in E.T

question

NASCAR bills itself as

answer

the best marketing opportunity in sports

question

why does Proctor & Gamble sponsor a Tide car in the NASCAR races?

answer

all of theses statements are reasons why

question

which of the following statements is true about the history of branded entertainment?

answer

all of these statements are treu

question

dude to increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on __________. however, this can create a problem because these people often lose sight of the overall goals of an effort

answer

specialists

question

the goal of achieving a synergistic effect through IMC is to

answer

make various media build on each other's efforts, to ensure coherent and timely communication

question

Coordination is complicated by which of these factors?

answer

all of these factors complicate coordination of IMC

question

web-advertising includes

answer

all of the above

question

what are the issues key to successfully establishing and maintaining a website

answer

both a & B

question

web analytic software can track audience traffic within the site

answer

true

question

click-fraud is the practice of clicking on internet advertising soley to generate illegitimate revenue for the website carrying the ad

answer

true

question

click-fraud is frowned upon, but legal

answer

false

question

which of the following is NOT a generally considered a mode for measuring web audiences

answer

guests

question

which of the following countries features the most internet users

answer

china

question

web advertising includes all of these except

answer

live reads

question

__________ is the practice of clicking on internet ads solely to generate illegitimate revenue for the website displaying the ad

answer

click-fraud

question

internet advertising is so widely used because

answer

all of the above

question

the __________ is a global connection of computer networks linking both public and private computer systems

answer

internet

question

while surfing the web, what do most Americans spend their time doing?

answer

sending, receiving emails

question

which of the following is NOT an advantage of online promoition

answer

the internet has more reach than any other medium, including television and readio

question

when marketers pay to maintain a section of a website, it is known as

answer

sponsorship

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