MKTG 373: quiz 15

81 percent

A study by FordDirect showed that ________ of auto shoppers used smartphones to research different autos. -45 percent -31 percent -81 percent -25 percent -75 percent

behavioral targeting.

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

its availability as an information source (Internet users can find a plethora of information about almost any topic of their choosing merely by conducting a search.)

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

the volume of sales generated.

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

interstitials (Interstitials are ads that appear on a user's screen while he or she is waiting for a site's content to download.)

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. -interstitials. -content sponsorships. -plug-ins.

stimulate trial (Many marketers have found the Internet to be an effective medium for stimulating trial of their products or services. Often websites offer electronic coupons in an attempt to stimulate trial of their products.)

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 to -create repositioning. -provide information. -stimulate trial. -create awareness. -create a brand image.

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

The Internet is an interactive medium. This means that consumers can -provide feedback on the content but not provide their own content. -control which messages they are exposed to but not the timing of exposure. -not only control the content they are exposed to but also provide their own content. -control which messages they are exposed to but not offer their goods or services for sale. -can provide their own content and offer their own goods and services for sale but not provide feedback.

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

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

increased user irritation due to clutter (As the number of ads proliferates, the likelihood of one's ad being noticed drops accordingly. The result is that some ads may not get noticed, and some consumers may become irritated by the clutter.)

Which of the following is a disadvantage of the *Internet*? -failure to generate sales in business-to-business segments -inability to tailor messages according to the needs of the audience -lack of interactive capabilities -inability to target specific groups of individuals -increased user irritation due to clutter

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

Which of the following statements about companies using the Internet to achieve objectives is true? -The Internet is ineffective in providing in-depth information about a company's products or services. -The Internet makes it easy for 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 not effective as an IMC element in creating awareness.

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

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

false: While Google and Facebook both offer analytical tools that allow you to monitor your performance, Facebook Analytics "allows users to understand and optimize your complete customer journey across mobile, web, bots, offline, and more...," and Google Analytics "is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand."

true/false: Facebook Analytics and Google Analytics offer virtually *identical* web analytics services that track and report website traffic inside a marketing platform.

false: One of the greatest disadvantages of the Internet and new media is the *lack* of reliability of the research numbers generated.

true/false: One of the greatest advantages of the Internet and new media for marketers is the reliability of the research numbers generated.

false: In addition to the Internet-specific measures, companies employ a number of traditional marketing and communications measures. Some of these include the following: recall and retention, surveys, sales, tracking, and ROI.

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

false: The Internet also offers the opportunity to sell directly to customers in both the consumer market and the business-to-business market.

true/false: The Internet does *not* offer the opportunity to sell directly to customers in the business-to-business market.

false: One of the difficulties traditional marketers have experienced is that of creating a brand image on the Internet.

true/false: The Internet offers ease and flexibility to *traditional* marketers in creating a brand image.