chapter 14

Question 1

what were websites originally?

Answer 1

not much more than online catalogues

- primarily designed for information purposes

Question 2

what did the java programming language allow online?

Answer 2

the introduction of interactivity, entertainment, and engagement

Question 3

what is the new hierarchy of effects for internet proposed by Kierzdowskiet et al., 1996?

Answer 3

1) attract customers to the site (with ads, hotlinks, etc.)
2) engage customers with content that is relevant, interactive, and allows for user generated content
3) retain customers by regularly adding new material
4) learn about customers through database
5) relate to your customers (customisation/personalisation)

Question 4

what are some communication objectives online

Answer 4

1) create awareness
2) generate interest
3) disseminate information
4) create an image
5) create a strong brand
6) stimulate trial (e-coupons)

Question 5

What are the 5 website components as an IMC channel?

Answer 5

1. Blog
2. catalogue
3. corporate history and media releases
4. FAQs
5. Competitions and sales promotions

Question 6

what are banner ads used for

Answer 6

creating awareness or recognition, entering viewers into contests or sweepstakes, and other direct marketing activities.

Question 7

what are other names for banner ads?

Answer 7

leaderboards, skyscrapers, and expendabes

Question 8

what has lead to a decline in usage of banner ads?

Answer 8

studies reporting poor effectiveness

Question 9

what are the types of online advertising?

Answer 9

1) banner ads
2) sponsorships
3) pop-ups/pop-unders
4) interstitials
5) push technologies
6) links
7) paid search
8) behavioural targeting
9) contextual ads
10) rich media
11) online commercials
12) webisodes
13) podcasting
14) really simple syndication (RSS)
15) blogs

Question 10

what are the types of online advertising?

Answer 10

1) banner ads
2) sponsorships
3) pop-ups/pop-unders
4) interstitials
5) push technologies
6) links
7) paid search
8) behavioural targeting
9) contextual ads
10) rich media

Question 11

what are interstitials?

Answer 11

ads shown while the contents of a page is loading

Question 12

what is contextual advertising?

Answer 12

advertising targeted by the content of the webpage

Question 13

what is contextual advertising?

Answer 13

advertising targeted by the content of the webpage

Question 14

The internet site should be integrated with:

Answer 14

• Advertising
• sales promotions
• personal selling
• pr
• direct marketing

Question 15

What are the different types of rich media?

Answer 15

• online commercials
• webisodes
• podcasting
• RSS
• blogs

Question 16

What is rich media?

Answer 16

A broad range of interactive digital media that exhibit dynamic motion, utilising advanced technologies such as videos streaming applets.

Question 17

What are some popular PR applications?

Answer 17

• news stories and press releases
• press kits
• photographs
• cross references to other sites or media
• support other activities

Question 18

What are the traditional measures for measuring interactive media?

Answer 18

• recall and retention
• surveys
• sales
• tracking

Question 19

what are internet ad effectiveness measures based on clicks?

Answer 19

1) post-click conversions
2) cost per conversion
3) unique reach of delivered ads
4) average frequency
5) frequency to conversion ratios
6) advertising exposure time

Question 20

what are internet ad effectiveness measures based on ad interaction rate?

Answer 20

1) view-through rate
2) share of voice
3) webpage eye tracking
4) offline sales lift
5) cross-media economic models

Question 21

What does XMO mean

Answer 21

cross media optimisation

determined the optimal mix of advertising vehicles across different media.

Question 22

what are the advantages of the internet?

Answer 22

1) target marketing
2) message tailoring
3) interactive capabilities
4) information access
5) sales potential
6) creativity
7) exposure
8) speed
9) ‘friending’ customers
10) complement to IMC

Question 23

What are the limitations of the internet?

Answer 23

1) measurement problems
2) annoyance
3) clutter
4) potential for deception
5) privacy
6) poor reach

Question 24

what are some other forms of interactive media (apart from internet)

Answer 24

interactive TV
Wireless (NFC etc)
kiosks
location-based technologies
interactive mobile phones
interactive CVs/DVDs

Question 25

What are the data sources of audience measurement data?

Answer 25

• nielsen net ratings
• syndicated research (e.g. Roy Morgan)
• internet advertising bureau
• internet service providers