Chap13

Question 1

ad impression

Answer 1

a possible exposure of the advertising message to one audience member

Question 2

WHAT’s THE TERM? pool many web pages together and facilitate advertising across the pages , therby allowing advertisers to gain maximum exposure by covering even the small sites

Answer 2

ad networks

Question 3

WHATs THE TERM? A contractual advertising program often used in e-commerce, under which a seller pays a manufacturer, marketer, or other business a percentage of the slae price of an item sold.

Answer 3

affiliate marketing program

Question 4

banner

Answer 4

little billboards of various sizes that appear on web pages

Question 5

button

Answer 5

small versions of a banner, usually providing a link to the advertisers homepage

Question 6

centralized network

Answer 6

How media content was traditionally delivered

Question 7

Many classified ad Web site often provide classified ads for free T/F

Answer 7

T

Question 8

click rate

Answer 8

the number of clicks on an ad divided by the number of ad requests,.

Question 9

A term used in reference to a World Wide Web user clicking on an ad banner to visit the advertiser’s site.

Answer 9

click-throughs

Question 10

cookies

Answer 10

customized information based on past browsing or purchase behavior

Question 11

crawl

Answer 11

sophisticated computer programs periodically scan the web for new information

Question 12

customer retention and relationship management (CRM)

Answer 12

a promotional program that focuses on existing clients rather than prospects

Question 13

deck

Answer 13

the page a wireless customer will be directed to when using his or her phone to go on the web

Question 14

technology that transforms a traditional telephone line into a high-speed digital link for internet access

Answer 14

digital subscriber line (DSL)

Question 15

characterized by many different hubs and links, which allows continuous communication even if some connections stop working

Answer 15

distributed network

Question 16

What is the fastest growing and most effective way to provide direct mail

Answer 16

email advertising

Question 17

interactive TV (ITV)

Answer 17

a personal audience venue where people can personally guide TV programming through a remote control box while watching TV

Question 18

interstitial

Answer 18

animated screens, often ads, which pop up momentarily as the computer searches for and downloads information for a requested web page

Question 19

Advertisers may buy a _____ from search engines so that their advertisements appear when a user inputs the purchase word

Answer 19

a keyword

Question 20

kiosk

Answer 20

interactive computers in stand-alone cabinets that make information available 24hrs a day even in remote areas

Question 21

landing page

Answer 21

the web page that a person reaches when clicking on a search engine listing or ad

Question 22

narrowband

Answer 22

a type of digital data transmission in which wires carry only one signal (channel) at a time.

Question 23

portals

Answer 23

web pages that provide starting points or gateways to other resources on the internet

Question 24

protocols

Answer 24

common rules for linking and sharing information

Question 25

return path

Answer 25

a communication channel that a user can employ to send data back to a broadcaster

Question 26

rich mail

Answer 26

technology that allows graphics video and audio to be included in an email message

Question 27

rich-media advertising

Answer 27

internet advertising that uses full motion and animated technology like flash, java applets, video streaming and interactivity

Question 28

Why are search engines so popular with advertisers

Answer 28

because they are gatekeepers to information

Question 29

search-results page

Answer 29

a listing of sites produces by using a search engine

Question 30

skyscraper

Answer 30

a vertical ad that appears on one side of the web page

Question 31

spam

Answer 31

unsolicited, mass e-mail ads for a product or service that is sent by an unknown entity to a purchased mailing list or news group.

Question 32

spider

Answer 32

a program that follows Web site links, seeking documents to be indexed in a database that can then be examined for matches by search engines.

Question 33

viral marketing

Answer 33

the internet version of word-of-mouth advertising e-mail

Question 34

name some pros of internet advertising

Answer 34

• interactive media
• large audience
• immediate response
• highly selective targeting
• proximity to purchase
• affluent market
• provides in-depth info
• rapidly growing industry
• reaches business-to-business users
• virtual storefronts

Question 35

name some cons of internet advertising

Answer 35

• lack of standardization
• targeting is expensive
• slow downloads
• security/privacy issues
• global marketing issues