1. Chapter Ten Internet and Nontraditional Media

2. Prentice Hall, © 200910-2 Interactive media can be defined as: a) Radio programming that is divided into dayparts b) Communication systems that permit two-way communication c) A message in the media that transmits images electronically d) Instant messaging among friends

3. Prentice Hall, © 200910-3 Interactive media can be defined as: a) Radio programming that is divided into dayparts b) Communication systems that permit two-way communication c) A message in the media that transmits images electronically d) Instant messaging among friends

4. Prentice Hall, © 200910-4 Does the new world of interactive media mean that corporate decision makers are losing control of media? a) Yes b) No

5. Prentice Hall, © 200910-5 Does the new world of interactive media mean that corporate decision makers are losing control of media? a) Yes b) No

6. Prentice Hall, © 200910-6 In basic terms, the Internet is a linked system of international computer networks. a) True b) False

7. Prentice Hall, © 200910-7 In basic terms, the Internet is a linked system of international computer networks. a) True b) False

8. Prentice Hall, © 200910-8 A Web site is a communication tool of the Internet that: a) Is also called the home page and is the online face a company presents to the public b) Is a site where a group of special interest people can contact each other and exchange opinions and experiences c) Is an important advertising resource using keywords to compile collections of information d) Is a new communication form that is a diary-like Web page created by an individual

9. Prentice Hall, © 200910-9 A Web site is a communication tool of the Internet that: a) Is also called the home page and is the online face a company presents to the public b) Is a site where a group of special interest people can contact each other and exchange opinions and experiences c) Is an important advertising resource using keywords to compile collections of information d) Is a new communication form that is a diary-like Web page created by an individual

10. Prentice Hall, © 200910-10 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

11. Prentice Hall, © 200910-11 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

12. Prentice Hall, © 200910-12 Online advertising serves all of the following purposes except: a) It provides a brand reminder message b) It delivers an informational or persuasive message c) It encourages requests for printed material d) It entices people to visit the advertiser’s Web site by clicking on links

13. Prentice Hall, © 200910-13 Online advertising serves all of the following purposes except: a) It provides a brand reminder message b) It delivers an informational or persuasive message c) It encourages requests for printed material d) It entices people to visit the advertiser’s Web site by clicking on links

14. Prentice Hall, © 200910-14 Research has shown that skyscraper ads are less effective than banner ads. a) True b) False

15. Prentice Hall, © 200910-15 Research has shown that skyscraper ads are less effective than banner ads. a) True b) False

16. Prentice Hall, © 200910-16 “Opt-in and opt-out” refers to: a) Hybrid technologies in wireless communication b) The ability of consumers to control their inclusion on email lists c) Unconventional marketing communication activities that are intended to create buzz on a limited budget d) Similar episodic programming using advertainment to blend advertising and entertainment

17. Prentice Hall, © 200910-17 “Opt-in and opt-out” refers to: a) Hybrid technologies in wireless communication b) The ability of consumers to control their inclusion on email lists c) Unconventional marketing communication activities that are intended to create buzz on a limited budget d) Similar episodic programming using advertainment to blend advertising and entertainment

18. Prentice Hall, © 200910-18 Print can be useful as an offline advertising medium to drive traffic to a Web site. a) True b) False

19. Prentice Hall, © 200910-19 Print can be useful as an offline advertising medium to drive traffic to a Web site. a) True b) False

20. Prentice Hall, © 200910-20 Advantages of Internet advertising include all of the following except: a) It is relatively inexpensive b) It offers uncluttered access to consumers c) It offers the ability to customize and personalize messages d) It offers unconventional media forms to drive traffic to Web sites

21. Prentice Hall, © 200910-21 Advantages of Internet advertising include all of the following except: a) It is relatively inexpensive b) It offers uncluttered access to consumers c) It offers the ability to customize and personalize messages d) It offers unconventional media forms to drive traffic to Web sites

22. Prentice Hall, © 200910-22 Guerilla marketing is among the new media options and refers to: a) Nonelectronic new media b) Viral marketing c) A blend of advertising and entertainment d) Unconventional marketing communication activities creating buzz on a limited budget

23. Prentice Hall, © 200910-23 Guerilla marketing is among the new media options and refers to: a) Nonelectronic new media b) Viral marketing c) A blend of advertising and entertainment d) Unconventional marketing communication activities creating buzz on a limited budget

24. Prentice Hall, © 200910-24 Can the job of the media planner be just as creative as the job of the advertising designer? a) Yes b) No

25. Prentice Hall, © 200910-25 Can the job of the media planner be just as creative as the job of the advertising designer? a) Yes b) No

26. Prentice Hall, © 200910-26 Which of the following is true of branded entertainment? a) It is generally more effective than conventional advertising b) It is described as “content-based ads” c) Consumers are likely to reject it d) It is harder for viewers to dismiss

27. Prentice Hall, © 200910-27 Which of the following is true of branded entertainment? a) It is generally more effective than conventional advertising b) It is described as “content-based ads” c) Consumers are likely to reject it d) It is harder for viewers to dismiss

28. Prentice Hall, © 200910-28 Looking at other countries, advertisers should see great promise in wi-fi marketing. a) True b) False

29. Prentice Hall, © 200910-29 Looking at other countries, advertisers should see great promise in wi-fi marketing. a) True b) False

30. Prentice Hall, © 200910-30 Is it possible that one could encounter an advertisement virtually anywhere they look? a) Yes b) No

31. Prentice Hall, © 200910-31 Is it possible that one could encounter an advertisement virtually anywhere they look? a) Yes b) No

32. Prentice Hall, © 200910-32 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. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall