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Chapter Ten Internet and Nontraditional Media Interactive media can be defined as: a) b) c) d) Radio programming that is divided into dayparts Communication systems that permit two-way communication A message in the media that transmits images electronically Instant messaging among friends Prentice Hall, © 2009 10-2 Interactive media can be defined as: a) b) c) d) Radio programming that is divided into dayparts Communication systems that permit two-way communication A message in the media that transmits images electronically Instant messaging among friends Prentice Hall, © 2009 10-3 Does the new world of interactive media mean that corporate decision makers are losing control of media? a) Yes b) No Prentice Hall, © 2009 10-4 Does the new world of interactive media mean that corporate decision makers are losing control of media? a) Yes b) No Prentice Hall, © 2009 10-5 In basic terms, the Internet is a linked system of international computer networks. a) True b) False Prentice Hall, © 2009 10-6 In basic terms, the Internet is a linked system of international computer networks. a) True b) False Prentice Hall, © 2009 10-7 A Web site is a communication tool of the Internet that: a) b) c) d) Is also called the home page and is the online face a company presents to the public Is a site where a group of special interest people can contact each other and exchange opinions and experiences Is an important advertising resource using keywords to compile collections of information Is a new communication form that is a diary-like Web page created by an individual Prentice Hall, © 2009 10-8 A Web site is a communication tool of the Internet that: a) b) c) d) Is also called the home page and is the online face a company presents to the public Is a site where a group of special interest people can contact each other and exchange opinions and experiences Is an important advertising resource using keywords to compile collections of information Is a new communication form that is a diary-like Web page created by an individual Prentice Hall, © 2009 10-9 If you are trying to target the group that spends the most time online, would young couples be the best choice? a) Yes b) No Prentice Hall, © 2009 10-10 If you are trying to target the group that spends the most time online, would young couples be the best choice? a) Yes b) No Prentice Hall, © 2009 10-11 Online advertising serves all of the following purposes except: a) b) c) d) It provides a brand reminder message It delivers an informational or persuasive message It encourages requests for printed material It entices people to visit the advertiser’s Web site by clicking on links Prentice Hall, © 2009 10-12 Online advertising serves all of the following purposes except: a) b) c) d) It provides a brand reminder message It delivers an informational or persuasive message It encourages requests for printed material It entices people to visit the advertiser’s Web site by clicking on links Prentice Hall, © 2009 10-13 Research has shown that skyscraper ads are less effective than banner ads. a) True b) False Prentice Hall, © 2009 10-14 Research has shown that skyscraper ads are less effective than banner ads. a) True b) False Prentice Hall, © 2009 10-15 “Opt-in and opt-out” refers to: a) b) c) d) Hybrid technologies in wireless communication The ability of consumers to control their inclusion on email lists Unconventional marketing communication activities that are intended to create buzz on a limited budget Similar episodic programming using advertainment to blend advertising and entertainment Prentice Hall, © 2009 10-16 “Opt-in and opt-out” refers to: a) b) c) d) Hybrid technologies in wireless communication The ability of consumers to control their inclusion on email lists Unconventional marketing communication activities that are intended to create buzz on a limited budget Similar episodic programming using advertainment to blend advertising and entertainment Prentice Hall, © 2009 10-17 Print can be useful as an offline advertising medium to drive traffic to a Web site. a) True b) False Prentice Hall, © 2009 10-18 Print can be useful as an offline advertising medium to drive traffic to a Web site. a) True b) False Prentice Hall, © 2009 10-19 Advantages of Internet advertising include all of the following except: a) b) c) d) It is relatively inexpensive It offers uncluttered access to consumers It offers the ability to customize and personalize messages It offers unconventional media forms to drive traffic to Web sites Prentice Hall, © 2009 10-20 Advantages of Internet advertising include all of the following except: a) b) c) d) It is relatively inexpensive It offers uncluttered access to consumers It offers the ability to customize and personalize messages It offers unconventional media forms to drive traffic to Web sites Prentice Hall, © 2009 10-21 Guerilla marketing is among the new media options and refers to: a) b) c) d) Nonelectronic new media Viral marketing A blend of advertising and entertainment Unconventional marketing communication activities creating buzz on a limited budget Prentice Hall, © 2009 10-22 Guerilla marketing is among the new media options and refers to: a) b) c) d) Nonelectronic new media Viral marketing A blend of advertising and entertainment Unconventional marketing communication activities creating buzz on a limited budget Prentice Hall, © 2009 10-23 Can the job of the media planner be just as creative as the job of the advertising designer? a) Yes b) No Prentice Hall, © 2009 10-24 Can the job of the media planner be just as creative as the job of the advertising designer? a) Yes b) No Prentice Hall, © 2009 10-25 Which of the following is true of branded entertainment? a) b) c) d) It is generally more effective than conventional advertising It is described as “content-based ads” Consumers are likely to reject it It is harder for viewers to dismiss Prentice Hall, © 2009 10-26 Which of the following is true of branded entertainment? a) b) c) d) It is generally more effective than conventional advertising It is described as “content-based ads” Consumers are likely to reject it It is harder for viewers to dismiss Prentice Hall, © 2009 10-27 Looking at other countries, advertisers should see great promise in wi-fi marketing. a) True b) False Prentice Hall, © 2009 10-28 Looking at other countries, advertisers should see great promise in wi-fi marketing. a) True b) False Prentice Hall, © 2009 10-29 Is it possible that one could encounter an advertisement virtually anywhere they look? a) Yes b) No Prentice Hall, © 2009 10-30 Is it possible that one could encounter an advertisement virtually anywhere they look? a) Yes b) No Prentice Hall, © 2009 10-31 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Prentice Hall, © 2009 10-32