Transcript Chapter One - Syracuse University

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
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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
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10-3
Does the new world of interactive
media mean that corporate decision
makers are losing control of media?
a)
Yes
b)
No
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10-4
Does the new world of interactive
media mean that corporate decision
makers are losing control of media?
a)
Yes
b)
No
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10-5
In basic terms, the Internet is a
linked system of international
computer networks.
a)
True
b)
False
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10-6
In basic terms, the Internet is a
linked system of international
computer networks.
a)
True
b)
False
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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
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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
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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
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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
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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
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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
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10-13
Research has shown that skyscraper
ads are less effective than banner ads.
a)
True
b)
False
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10-14
Research has shown that skyscraper
ads are less effective than banner ads.
a)
True
b)
False
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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
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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
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10-18
Print can be useful as an offline
advertising medium to drive traffic to
a Web site.
a)
True
b)
False
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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
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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
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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
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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
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10-23
Can the job of the media planner
be just as creative as the job of the
advertising designer?
a)
Yes
b)
No
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10-24
Can the job of the media planner
be just as creative as the job of the
advertising designer?
a)
Yes
b)
No
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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
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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
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10-27
Looking at other countries,
advertisers should see great
promise in wi-fi marketing.
a)
True
b)
False
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10-28
Looking at other countries,
advertisers should see great
promise in wi-fi marketing.
a)
True
b)
False
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10-29
Is it possible that one could
encounter an advertisement
virtually anywhere they look?
a)
Yes
b)
No
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10-30
Is it possible that one could
encounter an advertisement
virtually anywhere they look?
a)
Yes
b)
No
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10-31
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