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Chapter 15 Test Bank
advertising in the digital age (MKT1ADD)
La Trobe University
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Chapter 15 Test Bank
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1. One of the reasons for the rapid growth of the Internet is consumers' increased desire for information. True False
2. Like other media, which are essentially unidirectional, the Internet also provides only a one-way flow of information. True False
3. The Internet offers consumers the opportunity to provide their own content, offer their own goods and services for sale, and provide feedback on the same as provided by others. True False
4. When major corporations first began to conduct business on the Internet, they put up websites primarily for creating a strong brand image. True False
5. Unlike other media, the Internet is a hybrid of media. True False
6. The Internet allows a user to both purchase and sell products through e-commerce. True False
7. The Internet is a communications medium as well as a direct-response medium. True False
8. The Internet allows companies to create awareness, provide information, and influence attitudes, as well as pursue other communications objectives. True False
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9. The Internet serves as the most effective tool for creating awareness of an organization and its products, especially in the case of large companies. True False
10. The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media. True False
11. One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet. True False
12. The Internet can be used as an effective medium by marketers for stimulating trial of their products or services. True False
13. Companies can make use of both "brick-and-mortar" stores as well as the Internet for generating sales. True False
14. Web 1 ended with the "bursting of the dot-com bubble." True False
15. Banner ads may be used for creating awareness or recognition. True False
16. Advertisements that appear in the form of small animated characters on the screen while one accesses certain websites are known as pop-ups. True False
17. Pop-ups are usually smaller than banner ads. True False
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27. Which of the following statements is true of the Internet? A. The Internet is an interactive medium that allows for a two-way flow of information. B. The Internet is a communications medium rather than a direct-response medium. C. Rapid industrialization is the main factor that has led to the rapid growth of the Internet. D. The Internet is a unidirectional medium like all other media. E. The Internet does not allow consumers to control the messages and content they are exposed to.
28. When major corporations first began to conduct business on the Internet, they put up websites primarily for A. information purposes. B. product placement. C. increasing interest. D. inducing trial. E. increasing sales.
29. The Internet A. enables only one-way information flow. B. is unidirectional. C. is a direct-response medium. D. doesn't allow feedback from consumers. E. is independent of other media.
30. Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to A. build a brand image. B. allow customer sampling. C. disseminate information. D. handle objections. E. induce trial.
31. Which of the following factors has led to a rapid adoption of the Internet? A. decreased Internet traffic B. decreased government regulations C. the increasing availability of leisure time D. the ability to conduct e-commerce through one's personal computer E. reduction of clutter in terms of broadcast and print media
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32. When using the Internet as a medium, traditional marketers have experienced difficulties in A. creating awareness. B. generating interest. C. disseminating information. D. creating brand images. E. creating strong brands.
33. Digital Melody, an online digital media store, allows customers to "sample" songs before they make a purchase decision. In this scenario, Digital Melody is trying to A. disseminate information. B. create awareness. C. build an image. D. create a strong brand. E. stimulate trial.
34. Which of the following is true of the Internet as a medium for branding? A. Unlike print media, the Internet is not an effective tool for branding. B. Unlike using television as media, the Internet does not enable service branding. C. The Internet is more effective as a media for branding because it has a one-directional communication flow. D. Unlike the radio, the Internet is not an effective medium for branding for large companies. E. The Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation.
35. Which of the following is true of the Internet as an advertising medium? A. Blogs and discussion boards are considered particularly useful for providing information to evaluate products and brands. B. Typically, the Internet does not enable marketers to stimulate trial of products or services. C. Most marketers believe that the Internet is not an effective medium for achieving communications objectives such as consideration and/or evaluation. D. The Internet cannot be used to create a "buzz" for a product or service. E. While it can be used to complement traditional advertising, the Internet cannot be used as an independent medium.
36. DigiCell Inc. sells computer equipment to small- and mid-sized businesses. Its website provides in-depth information on its products, customer service, shipping policies, and suppliers. Like most business-to-business sites, the primary objective of this website is to A. eliminate economies of scale. B. create diseconomies of scale. C. disseminate information. D. replace advertising in trade journals. E. prevent price wars.
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42. The terminology used to refer to the early evolution of the World Wide Web, in which users could view web pages and interface with them but could not contribute to the content of the web page, is known as A. Web 2. B. Web network. C. Web 1. D. Web 1. E. Web HTML.
43. Which of the following statements is true of Web 1? A. It started with the bursting of the dot-com bubble. B. It consisted mainly of static sites resulting in a one-way flow of communication. C. It led to the decentralization of communications and interactivity. D. It led to dramatic changes in the World Wide Web with information provided by users as contributors. E. Web 2 users acted as contributors in Web 1.
44. Which of the following statements is true of Web 2? A. For the most part, Web 2 consists of static sites resulting in a one-way flow of communication. B. Web 2 has led to dramatic changes in the World Wide Web due to decentralization of communications and interactivity. C. Web 2 ended with the bursting of the dot-com bubble, leading to the development of Web 3. D. Web 2 is the terminology used to refer to the early evolution of the World Wide Web in which users could only view the web pages. E. Web 2 does not allow users to contribute to the content of a web page.
45. _____ has led to dramatic changes in the World Wide Web, primarily as a result of decentralization of communications and interactivity, with information provided by users as contributors of content. A. Interstitial B. Web 1. C. Web 2. D. E-commerce E. B2B selling
46. Like broadcast or print, the Internet A. can only disseminate and not assimilate information. B. offers extensive psychographic selectivity. C. is an advertising medium. D. has a low reach. E. has no problems related to user privacy.
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47. Banner ads A. are rarely used for advertising on the web. B. are typically used in transit advertising. C. are synonymous with interstitials. D. cannot be used for fulfilling direct-marketing objectives. E. can be static, animated, or in flash.
48. Banner ads are also known as A. interstitials. B. paid searches. C. pop-ups. D. side panels. E. links.
49. Yoana is an online women's magazine that features an animated ad for Carmen's Cosmetics on its website. If a visitor clicks on the ad, it will take the visitor directly to Carmen's website. This ad is an example of a(n) A. interstitial. B. banner. C. pop-up. D. sponsorship. E. paid search.
50. _____ occur when a company pays to sponsor a section of a site. A. Paid searches B. Interstitials C. Regular sponsorships D. Content sponsorships E. Irregular sponsorships
51. Regular sponsorship occurs when A. a sponsor participates in providing the content. B. a sponsor approves the content of a site. C. a company pays to sponsor a section of a site. D. a sponsor contributes all or part of the content. E. advertisers pay only when a consumer clicks on their ad from a search engine page.
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57. _____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet. A. Pop-ups B. Interstitials C. Links D. Banner ads E. Blogs
58. _____ are ads that appear underneath a web page and become visible only when a user leaves the site. A. Links B. Interstitials C. Banner ads D. Pop-unders E. Blogs
59. While Ginger waited for Etenia's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.
60. After Jones finished reading an article titled "101 Places To Visit Before You Die" in the travel website Excursion 2, he closed the page. Subsequently, he saw an ad on his screen that invited him to subscribe to the print version of 2 magazine. This ad is an example of A. content sponsorship. B. a pop-up. C. push technology. D. functional sponsorship. E. a pop-under.
61. Jonathan visits iJaunty, a travel website, for information on the top-10 tourist destinations in the United States. When he exits the website, an ad for Emblazon cell phones appears on his computer screen, inviting him to purchase the cell phone at a discounted price. This ad is an example of A. content sponsorship. B. a pop-up. C. regular sponsorship. D. functional sponsorship. E. a pop-under.
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62. _____ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site. A. Pop-unders B. Pay-per clicks C. Interstitials D. Plug-ins E. Floating ads
63. In general, a site that ranks higher on a search page A. is likely to receive more visitors. B. is considered more aesthetically appealing. C. has a better chance of attracting banner sponsorships. D. is likely to receive fewer regular sponsorships. E. is considered less secure from malware.
64. _____ searches are those that appear because of their relevance to the search terms, not advertisements. A. Interstitial B. Optimized C. Nonorganic D. Paid E. Organic
65. Pay-per-click advertising is an example of A. interstitial search. B. organic search. C. nonorganic search. D. nonoptimized search. E. spam search.
66. _____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions. A. Search engine optimization B. Linking C. Rich media marketing D. Behavioral targeting E. Contextual targeting
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72. Advertisers who target their advertising based on the information provided on web pages are using A. behavioral targeting. B. advertising allowance analysis. C. rich media marketing. D. database marketing. E. contextual advertising.
73. Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by A. the context in which ads are made. B. the content on a web page. C. content sponsorships. D. pay-per-click advertising. E. advertising concepts.
74. As defined by Wikipedia, _____ is "a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience." A. behavioral targeting B. native advertising C. ambient advertising D. support media advertising E. content sponsorship
75. The goal of _____ is to be less intrusive while catching the attention of a reader who is likely interested in the content matter he or she is reading. A. behavioral targeting B. native advertising C. ambient advertising D. specialty advertising E. buzz sponsorship
76. _____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation." A. Interstitials B. Support media C. Contextual ads D. Simulations E. Rich media
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77. _____ include all content that is created in flash. A. Banner ads B. Links C. Interstitials D. Rich media E. Paid searches
78. _____ are short featured films made by advertisers in which companies create their own content to advertise their products. A. Online commercials B. Video on demand C. Blogs D. Webisodes E. Interstitials
79. The term _____ is commonly associated with web applications that facilitate interactive information sharing, interoperability, user- centered design, and collaboration on the World Wide Web. A. Web 1. B. Web 2. C. paid search D. rich media E. e-commerce
80. As defined by Merriam-Webster, _____ is "Forms of electronic communication (such as Web sites) through which people create online communities to share information, ideas, personal messages, etc." A. pre-rolls B. social media C. native ads D. rich media E. interstitials
81. _____ sites are platforms that allow users to share interests, activities, backgrounds, or real-life connections. A. Social networking B. Contextual advertising C. Behavioral targeting D. User-generated video sharing E. Podcast networking
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87. _____ is a specification that uses XML to organize and format Web-based content in a standard way. A. Podcasting B. Search engine optimization C. Pop-up D. Really Simple Syndication E. Content aggregator
88. A _____ is a web-based publication consisting primarily of periodic articles, normally presented in reverse chronological order. A. widget B. button C. link D. blog E. podcast
89. Which of the following is true of QR codes? A. They are primarily Web 1 applications. B. They are considered a part of augmented reality. C. They are used to reflect the writings of a business or a corporation. D. They are Web-based publications consisting primarily of periodic articles. E. They are being threatened by near field communication.
90. Swish Turbo Inc., an automaker, conducted a sweepstakes in which people could enter to win the car that Adam Gosling, a popular golfer, uses during tournaments. To enter the sweepstakes, consumers had to visit Swish Turbo's website. Which of the following promotional mix elements did the automaker use on the Internet? A. direct marketing B. personal selling C. publicity D. public relations E. sales promotions
91. In the context of personal selling, which of the following factors is compelling companies to reduce new hires and even cut back on their existing sales forces? A. dissuasive medium B. poor reach C. extensive clutter D. limited information E. lack of credibility
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Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
92. Which of the following statements is true of personal selling on the Internet? A. Websites are ineffective in enhancing and supporting the personal selling effort. B. The Internet cannot be detrimental to those involved in personal selling in the business-to-business market. C. The low-cost and high-reach advantages of personal selling are allowing companies to increase new hires to expand their existing sales forces. D. Customers can determine if a company's offering satisfies their needs through trial demonstrations or samples offered online. E. The disadvantage of personal selling on the Internet is that it is time-consuming and it also incurs additional costs.
93. Press releases about company growth prospects, recent innovations, and industry-related news are available at the website of Kinetics Inc., a manufacturer of automobile components for trucks. Anyone conducting research on the company has access to this information. In this scenario, Kinetics uses the Internet as as a tool for A. sales promotion. B. personal selling. C. direct marketing. D. public relations. E. advertising.
94. Cats Purr is a non-profit organization that provides shelter and care for abandoned cats and kittens. Cats Purr uses its website to display information about the cats that are available for adoption, how they are cared for at the shelter, and to spotlight various volunteer efforts. This is an example of how the Internet can be used as a tool for A. sales promotion. B. personal selling. C. direct marketing. D. public relations. E. advertising.
95. Eli receives a mail offering a software program that helps in filing taxes online at a discounted price. This offer is an example of how the Internet and _____ can complement each other. A. sales promotion B. personal selling C. direct marketing D. public relations E. interconnects
96. Which of the following is a traditional method of measuring the effectiveness of the Internet? A. unique visitors B. post-click conversion C. view-through rate D. web page eye tracking E. recall and retention
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102. While some marketers believe that the Internet will eventually replace traditional forms of advertising, others disagree. Which of the following weaknesses of the Internet would support the marketers who disagree? A. lack of reliability of research numbers generated B. inability to provide in-depth information C. inability to offer sight and sound D. lack of sales potential in the business-to-business segment E. lack of creative flexibility in creating tailored advertising messages
103. Which of the following is one of the advantages associated with the Internet? A. target marketing B. message tailoring C. interactive capabilities D. clutter E. sales potential
104. Benita noticed that her banner ads had far lower click-through rates after the website on which she was advertising started offering additional ads on the home page. Benita is dealing with the _________________ disadvantage associated with the Internet. A. clutter B. potential for deception C. measurement challenge D. privacy E. irritation
105. Josie is looking at a native ad on her smartphone, which makes it difficult to see the labeling of the content as an ad. Josie is dealing with the _________________ disadvantage associated with the Internet. A. clutter B. potential for deception C. measurement challenge D. privacy E. irritation
106. Due to the rapid adoption of smartphones and tablets, ______ is now receiving strong attention from marketers. A. Web 1. B. mobile C. video on demand D. really simple syndication (RSS) E. pay-per-click advertising
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Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
Chapter 15 Test Bank
1. One of the reasons for the rapid growth of the Internet is consumers' increased desire for information.
TRUE
A number of reasons can be cited as to why the growth of the Internet has been so rapid. One is consumers' increased desire for information that they are now able to obtain easily.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-01 Describe the role of the Internet and digital and social media in an IMC program. Topic: Technological Environment
2. Like other media, which are essentially unidirectional, the Internet also provides only a one-way flow of information.
FALSE
Unlike other media, which are essentially unidirectional and responsible for the content provided and products and services offered for sale, the Internet is interactive, allowing for a two-way flow.
AACSB: Analytical Thinking Accessibility: Keyboard Navigation Blooms: Remember Difficulty: 1 Easy Learning Objective: 15-01 Describe the role of the Internet and digital and social media in an IMC program. Topic: Technological Environment
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Copyright © 2017 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
Chapter 15 Test Bank
Course: advertising in the digital age (MKT1ADD)
University: La Trobe University
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