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Marketing 353 Final > Chapter 13 > Flashcards

Chapter 13 Flashcards

1
Q
  1. Which of the following statements about digital interactive media are true?
A

Interactive TV is a form of digital interactive media.

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2
Q
  1. Which of the following is NOT an example of interactive media?
A

point-of-purchase displays

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3
Q
  1. Which of the following statements about the evolution of the Internet is true?
A

The Internet was originally developed by the U.S. Department of Defense

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4
Q
  1. During the 1960s, the _____ developed the Internet as a means of supercomputer communication for researchers and military facilities across the country.
A

Department of Defense

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5
Q
  1. The first commercially available _____ that accommodated graphics was Netscape Navigator. It was released in 1994.
A

Web browser software

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6
Q
  1. The World Wide Web (WWW) is composed of an enormous amount of information found mostly in the form of home pages. These can best be likened to:
A

portals

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7
Q
  1. After learned that the mother of Ty Cobb, a famous baseball player, killed Cobb’s father Robert wanted to know more about the incident. After using his dial-up modem and her Internet service provider, he typed in “Ty Cobb” and found over 30 references to related information sources and their Web site addresses using a(n):
A

search engine

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8
Q
  1. Which of the following statements about Internet users is true?
A

The majority of Internet users have some college education.

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9
Q
  1. To access the Internet, computer users must first choose from two types of communication systems. They are:
A

broadband and narrowband

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10
Q
  1. _____ is a type of digital data transmission in which each wire carries only one signal, or channel, at a time.
A

Narrowband

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11
Q
  1. _____ digital data transmission enables single wires to carry multiple signals, or channels. This technology makes it possible to download large graphic files and play games online.
A

Broadband

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12
Q
  1. Of the methods people use to access the Internet, which is the least expensive?
A

narrowband via dial-up modem with Internet service provider

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13
Q
  1. For homes or offices, there are essentially only two ways to download broadband transmission. They are:
A

via cable modem and via DSL

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14
Q
  1. A cable modem system:
A

c.

is approximately ten times faster than dial-up

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15
Q
  1. DSL or digital subscriber line:
A

is accurately described by all of the above

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16
Q
  1. The concept of _____ is based on the idea that people would rather use the Internet for fun and entertainment, not business and would rather receive it through their TV than a computer.
A

WebTV

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17
Q
  1. According to the text, which of the following is NOT a type of Internet advertising opportunity?
A

home pages

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18
Q
  1. Which of the following statements about advertising with a Website is true?
A

All of the above statements about advertising with a Website are true.

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19
Q
  1. A(n) _____ refers to a single hypertext markup language file, which when viewed with a browser, may actually be several screens long.
A

home page

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20
Q
  1. What does the acronym HTML represent?
A

hypertext markup language

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21
Q
  1. What is the most basic form of Internet advertising?
A

banner ad

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22
Q
  1. When Taylor accessed Yahoo!, he noticed at the top of his computer screen an interesting question, “Would you like to know the names of the 100 greatest movies of all times?” When he clicked on the question, he was taken to Spree.com, a site with over 65,000 VHS movies for sale. What did Taylor see at the top of his screen when he was using Yahoo!?
A

a banner ad

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23
Q
  1. A banner:
A

is the most basic form of Web advertising

24
Q
  1. When Beth visited www.milliondollarhomepage.com, she found a whole screen full of small icons that linked to advertisers’ landing pages. The correct name for these icons are:
A

ad buttons

25
Q
  1. Buttons:
A

often look like icons

26
Q
  1. _____ advertising includes graphical animations and ads with audio and video elements that overlay or even float over the page.
A

Rich-media

27
Q

____ is a catchall term for an animated ad that pops up on the screen while the computer downloads a Web site the user has clicked on.

A

An interstitial

28
Q
  1. When Meredith accessed Google.com to locate information about the safety of children’s stilts, an ad for Classmates.com popped on her screen and asked if she knew if her class was having a reunion. The Classmates.com ad would be classified as:
A

an interstitial

29
Q
  1. Through the use of _____, an Internet user can include graphics, video, and audio in his or her e-mail messages.
A

rich mail

30
Q
  1. Classified ad Web sites are:
A

are accurately described by all of the above

31
Q
  1. Members of an Internet organization for book lovers, frugalreader.com, offers members 2 free credits if they send an e-mail that convinces someone else to join the organization by January 1. This is an example of:
A

a meta ad

32
Q
  1. Which of the following statements describes a disadvantage that a user of Internet advertising will have to accept and deal with as best as he or she can?
A

All of the above describe potential disadvantages of Internet advertising

33
Q
  1. A national retailer of stationery might decide to use Internet advertising to take advantage of:
A

its affluent market

34
Q
  1. What are two simple ways to measure the Internet audience for your advertising banner?
A

ad impressions and click rate

35
Q
  1. Cookies are:
A

small pieces of information that are stored in your Web browser when you load certain Web sites

36
Q
  1. 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

keyword purchase

37
Q
  1. When Megan saw the banner ad for Devry University on her screen, she used her mouse to access the school’s home page. If the advertising rate for the banner ad were determined by the number of people who saw the banner, clicked on it, and visited the home page, then the method would be called:
A

click-throughs

38
Q
  1. A Web site that is devoted to providing golfers with information on golf courses has a banner ad on its home page for a manufacturer of golf clubs. This is an example of:
A

affiliate marketing

39
Q
  1. One of the problems facing most Internet marketers is how to get enough reach from their Web advertising. There are millions of Web pages, many of which are potential sites for effective ads. _____ have been used to partially solve this problem.
A

Ad networks

40
Q
  1. Why would a catalog retailer want to issue its catalog as a CD-ROM?
A

e.

All of the above are reasons why a catalog retailer would want to issue a CD-ROM catalog.

41
Q
  1. Direct mail is successful for two reasons. First, it meets the needs of today’s fast lifestyles. Second, it:
A

is the most effective medium for generating results

42
Q
  1. Which of the following statements about direct-mail advertising is true?
A

When the U.S. post office employee delivers a sales letter from an insurance company to the CEO, it is an example of direct-mail advertising.

43
Q
  1. The most common form of direct-mail is the:
A

sales letter

44
Q
  1. Which of the following is an example of direct-mail advertising?
A

All of the above are examples of direct-mail advertising

45
Q
  1. To increase the number of orders it receives from recipients of its direct-mail advertising, the maker of Redwood Playground Equipment encloses a special envelope that customers can use to mail their orders without having to supply a stamp. This special envelope is an example of _____ mail.
A

business reply

46
Q
  1. _____ are larger than folders and are sometimes used as window displays or wall posters in stores. They fold to a compact size for mailing.
A

Broadsides

47
Q
  1. Margaret received a brochure in the mail that promoted a low-cost health plan for retired teachers. It did not come in an envelope but was a single page, folded, and stapled. Her address was written in a blank area on one side. This advertisement is an example of a:
A

self-mailer

48
Q
  1. “How convenient,” thought Maria, “In the envelope with my Mystery Guild bill this month is a leaflet that will let me order the anniversary edition of the Betty Crocker Cookbook for my sister’s birthday.” The advertisement for the book is an example of a:
A

statement stuffer

49
Q
  1. Each quarter, an organization that finds homes for greyhounds that can no longer race mails a newsletter to organization volunteers to let them know the current needs of the organization and how well adoption efforts are going. The newsletter is an example of a:
A

house organ

50
Q
  1. Companies like Snapper, manufacturer of tillers, mowers, and other lawn care equipment, keep on file the names and addresses of people who have requested information about one of its products as well as people who have made purchases. This file of names is an example of a:
A

house list

51
Q
  1. An advertiser might choose to use direct-mail advertising instead of some other medium because direct-mail advertising:
A

can be personalized

52
Q
  1. An advertiser might choose to use some other advertising medium instead of direct-mail advertising because direct-mail advertising:
A

has the highest cost per exposure of any medium.

53
Q
  1. Jackson & Perkins Company is looking for potential customers to whom it may send its catalog of different varieties of roses. Which of the following lists would most likely provide Jackson & Perkins with the highest response rate?
A

a mail-response list of Park Seed Company customers

54
Q
  1. A(n) _____ list is the house list of other direct-mail advertisers, and they can be rented with a wide variety of demographic breakdowns.
A

mail-response

55
Q
  1. From which type of mailing list should an advertiser expect the poorest rate of response?
A

compiled list

56
Q
  1. Which of the following statements about mailing lists is true?
A

The average mailing list changes by more than 40 percent per year.

57
Q
  1. Hutcheson Mailing can be hired by advertisers to stuff and seal envelopes, affix mailing labels, and prepare the envelopes for delivery to the postal service. This subsidiary is a:
A

letter shop

Marketing 353 Final (15 decks)

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