ch 15 IMC

One of the greatest advantages of the Internet and new media is the reliability of the research numbers generated.

F

Return on investment (ROI) is an Internet-specific measure employed by marketers to determine the effectiveness of the Internet.

F

The Internet does not offer the opportunity to sell directly to customers in the business-to-business market.

F

The Internet offers ease and flexibility to traditional marketers in creating a brand image.

F

The difference between web content and a Really Simple Syndication (RSS) feed is that the former can send out notifications whenever new material is available.

F

Which of the following statements is true of the objectives that companies seek to achieve through the use of the Internet? The Internet is not effective as an IMC element in creating awareness. The Internet offers ease to traditional marketers to create a strong brand image. The web is an ineffective medium for stimulating trial of a company's products and services. For small companies with limited budgets, the web offers an excellent opportunity to create awareness. The Internet is ineffective in providing in-depth information about a company's products or services.

For small companies with limited budgets, the web offers an excellent opportunity to create awareness.

Which of the following is a disadvantage of the Internet? Inability to tailor messages according to the needs of the audience Lack of interactive capabilities Failure to generate sales in business-to-business segments Inability to target specific groups of individuals Increased irritation due to clutter

Increased irritation due to clutter

Which of the following is true of banner ads? They are the most common form of advertising on the web. They do not require repeated exposures to create favorable attitudes. They are extensively used as a brand repositioning strategy. They are typically considered ineffective for creating awareness. They are not available in animated formats.

They are the most common form of advertising on the web.

Amber observed that she received e-mails containing ads that were often related to the websites she had visited recently or the topics that she had browsed on the Internet. The various ads that were sent to her e-mail were related to her previous searches. This is an example of: interstitials. paid searches. behavioral targeting. spam. social media marketing.

behavioral targeting.

Macy noticed that each time she began downloading videos of "Tunnel Vision," a TV soap opera, ads would appear on her computer screen. These ads are examples of: pop-unders. banner ads. content sponsorships. interstitials. plug-ins.

interstitials

The Internet is known as a direct-response medium because: it provides consumers with detailed information about a company's offerings. it helps in generating interest in a company's products or services. it allows companies to create awareness. it allows users to both purchase and sell products through e-commerce. it influences consumers' attitudes.

it allows users to both purchase and sell products through e-commerce.

An advantage of the Internet is: the reliability of the research numbers generated. its high prestige among consumers. that it is free of any clutter. its availability as an information source. its ability to keep user data secure.

its availability as an information source.

he Internet is an interactive medium. This means that consumers can: control which messages they are exposed to but cannot offer their goods or services for sale. can provide their own content and offer their own goods and services for sale, but cannot provide feedback on the same as provided by others. control which messages they are exposed to but do not have control over the timing of exposure. not only control the content they are exposed to, but can also provide their own content. provide feedback on the content but cannot provide their own content.

not only control the content they are exposed to, but can also provide their own content.

StuffToBuy.com, an online retail store, offers electronic coupons to individuals. A consumer can select any coupon of interest, download it, and redeem it at the place of purchase. Such coupons are provided in order to: create repositioning. provide information. stimulate trial. create a brand image. create awareness.

stimulate trial

For e-commerce marketers, a prime indicator of effectiveness of the Internet is: the purchase intent of consumers. the recall and retention rates of their Internet ads. return on investment (ROI). consumers' attitudes toward their websites. the volume of sales generated.

the volume of sales generated.