1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 1 Digital Media

2. The Internet is the ultimate convergence medium because it bridges _____. 1.print and broadcast media 2.television and radio media 3.social and business media 4.recorded and spoken media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 2

3. The Internet is the ultimate convergence medium because it bridges _____. 1.print and broadcast media 2.television and radio media 3.social and business media 4.recorded and spoken media Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 3 The Internet is the ultimate convergence medium because it bridges print and broadcast media and blurs the distinction between them.

4. The Internet offers which of the following benefits to online marketers? 1.Less capital to open a business 2.Reduced ongoing operational costs 3.Access to global markets 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 4

5. The Internet offers which of the following benefits to online marketers? 1.Less capital to open a business 2.Reduced ongoing operational costs 3.Access to global markets 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 5 The Internet offers marketers many benefits, such as lower capital requirements, reduced ongoing costs of operations, and access to global markets.

6. According to your textbook, the Internet is the ultimate _____. 1.mass medium 2.niche medium 3.aural medium 4.verbal medium Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 6

7. According to your textbook, the Internet is the ultimate _____. 1.mass medium 2.niche medium 3.aural medium 4.verbal medium Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 7 The Internet is the ultimate niche medium, in that people turn to it to find out about any topic that interests them.

8. Marketers and advertisers are most interested in the _____ of the Internet. 1.technical function 2.educational function 3.e-commerce function 4.entrepreneurial function Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 8

9. 1.technical function 2.educational function 3.e-commerce function 4.entrepreneurial function Marketers and advertisers are most interested in the _____ of the Internet. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 9 The e-commerce or e-business function of the Internet is of most interest to marketers and advertisers.

10. The B2C2C communication strategy is designed to move a message _____. 1.from a business to key customers 2.from key customers to other consumers 3.from consumers back to the business 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 10

11. The B2C2C communication strategy is designed to move a message _____. 1.from a business to key customers 2.from key customers to other consumers 3.from consumers back to the business 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 11 The B2C2C strategy moves a message from a business to key customers, who discuss it with other consumers; and messages return to the business via the same route.

12. A critical function of a corporate website is to _____. 1.create a brand or organizational identity 2.reinforce the position of a brand 3.fragment marketing communication forms 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 12

13. A critical function of a company’s website is to _____. 1.create a brand or organizational identity 2.reinforce the position of a brand 3.fragment marketing communication forms 4.Both 1 and 2 Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 13 A critical function of a website is to create an organizational or brand identity and reinforce the brand position.

14. _____ is meant to deliver a groundswell of opinion, buzz, or market demand. 1.Viral marketing 2.Stealth marketing 3.Guerilla marketing 4.Multimedia marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 14

15. _____ is meant to deliver a groundswell of opinion, buzz, or market demand. 1.Viral marketing 2.Stealth marketing 3.Guerilla marketing 4.Multimedia marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 15 Viral marketing is designed to deliver a groundswell of buzz, opinion, or marketplace demand for a product.

16. When you slice the online “advertising pie,” _____ gets the biggest piece. 1.classified advertising 2.display advertising 3.email advertising 4.search engine advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 16

17. When you slice the online “advertising pie,” _____ gets the biggest piece. 1.classified advertising 2.display advertising 3.email advertising 4.search engine advertising Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 17 The online advertising pie is divided as follows: advertising on search engines 47%, display advertising 35%, classified advertising 10%, referrals 7%, and email 1%.

18. The _____ measures the effectiveness of online banner advertisements. 1.stickiness rate 2.navigation rate 3.click-through rate 4.views-per-visit rate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 18

19. The _____ measures the effectiveness of online banner advertisements. 1.stickiness rate 2.navigation rate 3.click-through rate 4.views-per-visit rate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 19 The most successful banner ads achieve a 5 to 7 percent click-through rate and can help build brand awareness, even if they don’t deliver a high rate of response.

20. _____ provides an opportunity to put ads on pages delivered by keyword searches. 1.Search marketing 2.Tangential marketing 3.Relationship marketing 4.Word-of-mouth marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 20

21. _____ provides an opportunity to put ads on pages delivered by keyword searches. 1.Search marketing 2.Tangential marketing 3.Relationship marketing 4.Word-of-mouth marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 21 Search marketing is the ultimate in brand linkage. It offers the opportunity to put an ad on a page delivered by a keyword search.

22. Marketers use _____ to maximize the link between topics and brand-related websites. 1.niche marketing 2.search optimization 3.key-word interpolation 4.brand name recognition Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 22

23. 1.niche marketing 2.search optimization 3.key-word interpolation 4.brand name recognition Marketers use _____ to maximize the link between topics and brand-related websites. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 23 Search optimization is the practice of maximizing the link between topics and brand-related websites.

24. _____ uses conversation-based social media to build customer relationships. 1.Niche marketing 2.Social media marketing 3.Web-based marketing 4.Search term marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 24

25. _____ uses conversation-based social media to build customer relationships. 1.Niche marketing 2.Social media marketing 3.Web-based marketing 4.Search term marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 25 The use of social media marketing creates opportunities for new forms of customer connections. It’s like word-of-mouth advertising “on steroids.”

26. _____ pose a challenge when using the Internet for international marketing. 1.Language differences 2.Technology differences 3.Currency exchange rates 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 26

27. _____ pose a challenge when using the Internet for international marketing. 1.Language differences 2.Technology differences 3.Currency exchange rates 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 27 Marketers that use the Internet for international business will be challenged by access, legal, linguistic, currency, and technological barriers.

28. Which of the following issues do online advertisers study closely? 1.Media reach and operations 2.Compatibility and interoperability 3.Cloud computing and data mining 4.Measuring advertising and privacy concerns Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 28

29. 1.Media reach and operations 2.Compatibility and interoperability 3.Cloud computing and data mining 4.Measuring advertising and privacy concerns Which of the following issues do online advertisers study closely? Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 29 Two issues that online advertisers continue to study are measuring Internet advertising and privacy concerns.

30. The inability of experts to _____ is a serious drawback to Internet advertising. 1.track and reach targeted audiences 2.personalize advertising messages 3.consistently produce effective ads 4.create cost-effective advertising messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 30

31. The inability of experts to _____ is a serious drawback to Internet advertising. 1.track and reach targeted audiences 2.personalize advertising messages 3.consistently produce effective ads 4.create cost-effective advertising messages Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 13 - 31 The most serious drawback of Internet advertising is the inability of experts to consistently produce effective ads and measure their effectiveness.