mkt 4356 test 3

question

the internet is comprised of computers from a variety of sources. Which of the following is not one of these sources?
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personal
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as the internet has changed-becoming a legitimate option for advertisers-which of the following is likely to happen?
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all of these statements about the changing role of the internet are true
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__________ are starting points for internet exploring and are interested in channeling surfers to particular sites, especially commercial ones
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portals
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A “mash up” is
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a combination of one or more websites into a single site like Chicagocrime.org
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one of the advantages of advertising on the internet is
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Target Market selectivity
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on a cost-per thousand (CPM) basis, the cost of Web ads for the most part
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compares favorably with ads placed in traditional media
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which of the following is a strong advantage of the World Wide Web
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24 hour availability
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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
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viral marketing
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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
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all of these statements are true of rich media
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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
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a corporate website
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one difference between a banner advertisement and a corporate home page is that
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a banner advertisement is a paid advertisement that is placed on a site drive by editorial content
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many service providers are offering blockers that greatly reduce an advertiser’s ability to get these types of advertisements onto a users screen
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popups
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streaming video and audio is a technique that sometimes uses
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film clips or webisodes inserted into Rich Media online ads
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widgets are
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all of these statements describe widgets
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the real challenge for todays internet advertisers is to
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get visitors to return to the website
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accomplishing the objective of having repeat visitors to a firm’s website is a function of
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all of these
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for optimal business results from a site, it should be human-message (interactive) or human-human interaction (like a chat room) because
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research shows that when consumers engage in these types they have more positive attitude toward the ad and in turn higher purchase intentions
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as part of your company’s internet strategy, it has bought a domain name (mybigco.net) from register.com. this means that
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no other site in the same TLD can use your name, but i they want the name mybigco.org it may be available
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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
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all of these statements are good ways to promote a website
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web analytic software
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all of these statements are true of analytic software
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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
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syndicated site ratings
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which of the following is a currently troublesome privacy/security issue faced by website sponsors?
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all of these statements are privacy/security issues currently troubling website sponsors
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the measurement of web audience that is the least accurate is
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hits
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which of the following is (are) true of click fraud?
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not only is it annoying and costly, it is illegal
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creating an e-community for a brand today makes use of which of the following characteristics of internet commerce?
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the fact that the internet gives consumers a new and efficient way to communicate with each other
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which of the following is NOT a primary purpose of direct-marketing programs?
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create awareness among a variety of target market groups
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direct marketing pioneer, L.L. Bean has always been a relationship builder. which keen insight did bean have into direct marketing from the beginning?
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long-term relationships are based on trust
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which of the following societal factors is driving the growth of direct marketing today?
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all of these factors are driving the growth of direct marketing today
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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
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integrated programs work more effectively than programs that are not integrated
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the best word to summarize the popularity of direct marketing with consumers is
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convenience
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from a consumer’s standpoint, the growth in popularity of direct marketing is fostered by
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all of these are factors in growth of consumer direct marketing
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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?
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cost per order (CPO)
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The one characteristic that makes direct marketing different from marketing in general is that
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direct marketing has an emphasis on developing a database
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in some cases, marketing databases are enhanced using __________ data that revealed the characteristics of the neighborhood in which a person resides
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geodemograpic
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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
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internal; external
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a good way to isolate a firm’s best customers from a marketing database is with __________ analysis.
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recency, frequency, and monetary (RFM)
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which of the following is a basic element of frequency marketing program?
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all of these are basic elements
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mailing list enhancement can be achieved by adding the following information to basic name and address data
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all of these can be used to enhance a mailing list
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a business interviews customer to determine their wants and needs. this company is in the process of developing
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a marketing database
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a company uses its marketing database to run an RFM analysis on its customers. the F in RFM stands for frequency and refers to
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the number of times a customer bought a product from the company
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firms can use RFM analysis to isolate their best customers. RFM stands for
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recency, frequency, monetary
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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
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cross-selling
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the greatest concern about direct marketing expressed by consumers is
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invasion of privacy
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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
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the Federal Trade Commission’s Do Not Call Registry
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There are three basic elements, each with specific purpose, in frequency marketing programs. which of the following is among them?
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all of these together constitute the basic elements of frequency marketing
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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
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a bad mail address
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the advantage of direct mail as a communication medium stems from its __________
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selectivity
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at present, which of the following forms of direct marketing is considered the most controversial?
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bulk email
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the direct marketing medium with the highest response rate is
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telemarketing
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infomercials were made possible by
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the lower cost of ad space on satellite and cable systems
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two of the basic forms of sales promotion are __________ sales promotion and __________ sales promotion
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trade-market; consumer-market
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which of the following is NOT typically a service that advertising agencies provide to clients?
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preparation of sales promotion materials
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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?
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rewards and punishments based on short-term returns are on the rise for most managers
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the primary role of consumer sales promotion is to
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elicit an immediate purchase from a customer
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in recent years, sales promotion expenditures have grown at an annual rate of about 4-8 percent, compared to
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about a 3-5 percent rate for adverting
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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
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companies are understanding the need for a consistent image over time
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a __________ requires a consumer to pay most of the cost of an item received as a premium
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self-liquidation premium
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the most popular type of sampling for food and cosmetic products is __________ sampling
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in-store
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an advantage of coupons as a sale promotional tool is that
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all of these are advantages of coupons as a sales promotional tool
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the difference between contests and sweepstakes is that
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contests require skill, and sweepstakes require luck
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a distinguishing feature of a self-liquidatig premium is that it
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requires a consumer to pay most of the cost of an item received as a premium
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trial offers are similar to samples except that trial offers
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are used for more expensive items
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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
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rebate
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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
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an incentive
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in order for an item to be defined as a specialty-advertising item, it must
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contain the sponsor’s name and/or logo
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powerful retailers are demanding cash payments from manufacturers for access to shelf space. these payments are known as
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slotting fees
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if a company’s advertising campaign and a sales promotion have different purposes, the company would be wise to
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coordinate the look and feel of both efforts
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which of the following is not considered P.O.P. advertising?
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a billboard positioned in a supermarket parking lot
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which of the following is a strategic advantage for manufacturers of P-O-P advertising aimed at trade and business markets?
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all of these statements are possible advantages of P-O-P for manufacturers
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perhaps the oldest form of advertising is
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billboards
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most advertising experts suggest that billboard copy should not exceed __________ words
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6
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support media are called support media because they
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reinforce advertising messages being delivered by other media
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an advantage of billboards as a medium is
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all of these statements area advents of billboards
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an advertiser considers using transit advertising as an advertising vehicle. this particular vehicle works most effectively when the advertiser
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is trying to create or build brand awareness
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directory advertising is unique among support media in that it
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helps the consumer follow through on a product purchase
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the brave new world of IMC refers to
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new tools and practices in the marketing of brands that are fundamentally different from traditional media
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which of the following contributed to the success of the Charmin Restroom IMC campaign given as an example in this chapter?
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all of these factors contributed to the Charmin Restroom campaign
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what kind of consumers were in contact with the Charmin brand during the Charmin Restroom campaign?
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families from all 50 states and more than 70 countries
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which of the following is a reason for the convergence of Madison & Vine?
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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
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what is the “chaos scenario” envisioned by Ad Age’s Bob garfield?
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a massive exodus from traditional broadcast media
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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?
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all of these characteristics
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many critics contend that event sponsorship, especially those of the sporting kind, can be
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ego-driven and thus a waste of money
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one way to leverage event sponsorship is to
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entertain important clients
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in return for providing financial support to help fund an event, a marketer
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acquires the right to display a brand name, logo, or advertising message at the event
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if a marketer wants to directly compare the effectiveness of an event sponsorship with that of a traditional advertising efforts, he or she should
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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
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an additional advantage of event sponsorship is that it can be used
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all of the above
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which of the following best describes the typical effect of an event sponsorship as an advertising medium?
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it is able for synergies with brand advertising, sales promotion and pubic relations elements of IMC
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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
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which of the following is the earliest of these examples of product placement in a movie?
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Reese’s pieces in E.T
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NASCAR bills itself as
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the best marketing opportunity in sports
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why does Proctor & Gamble sponsor a Tide car in the NASCAR races?
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all of theses statements are reasons why
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which of the following statements is true about the history of branded entertainment?
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all of these statements are treu
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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
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specialists
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the goal of achieving a synergistic effect through IMC is to
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make various media build on each other’s efforts, to ensure coherent and timely communication
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Coordination is complicated by which of these factors?
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all of these factors complicate coordination of IMC
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web-advertising includes
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all of the above
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what are the issues key to successfully establishing and maintaining a website
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both a & B
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web analytic software can track audience traffic within the site
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true
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click-fraud is the practice of clicking on internet advertising soley to generate illegitimate revenue for the website carrying the ad
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true
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click-fraud is frowned upon, but legal
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false
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which of the following is NOT a generally considered a mode for measuring web audiences
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guests
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which of the following countries features the most internet users
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china
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web advertising includes all of these except
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live reads
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__________ is the practice of clicking on internet ads solely to generate illegitimate revenue for the website displaying the ad
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click-fraud
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internet advertising is so widely used because
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all of the above
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the __________ is a global connection of computer networks linking both public and private computer systems
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internet
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while surfing the web, what do most Americans spend their time doing?
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sending, receiving emails
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which of the following is NOT an advantage of online promoition
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the internet has more reach than any other medium, including television and readio
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when marketers pay to maintain a section of a website, it is known as
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sponsorship

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