Question 1

________ is the Internet daypart with the largest audience in terms of size and number of minutes of usage.

Accepted Answer

The answer of ________ is the Internet daypart with the...

Question 2

Direct-response TV utilizes all of the following EXCEPT:

Accepted Answer

A)  800-series numbers and/or Internet ordering.
B)  the traditional 30-second format with a tagline containing ordering information.
C)  program-length infomercials featuring well-known personalities, slick production, and blanket coverage during specific dayparts.
D)  2- to 3-minute commercials.
E)  easily identified sponsors' names.

Question 3

________ uses a variety of vehicles; compared to other digital marketing, it holds lots of promise for companies selling products and services.

Accepted Answer

Social med...

Question 4

A major concern for consumers using the Internet is the amount of ________, or unsolicited, usually unwanted online messages or advertisements companies send them.

Accepted Answer

The answer of A major concern for consumers using the...

Question 5

Victoria's Secret owes much of its success and sales to its popular catalog and, like other catalogers, to its e-commerce site.

Accepted Answer

A) True 
 B)False

Question 6

Consumers who have opted in to receive regular e-mail from a business indicate they derive more satisfaction from the relationship than those who do not make that choice.

Accepted Answer

A) True 
 B)False

Question 7

Research is indicating that online audience members reduce their use of traditional media and also use traditional media less often than people who are not online.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following summarizes the role digital plays well in marketing?

Accepted Answer

A)  complementary in integrated campaigns
B)  information source only
C)  fine in entertainment and sports campaigns
D)  virtually has no role
E)  stands alone and is superiors in integrated campaigns

Question 9

According to Advertising Age, in 2008, the top digital advertising agency was:

Accepted Answer

A)  Sapient.
B)  Digitas.
C)  IBM Interactive.
D)  Wunderman.
E)  General Motors.

Question 10

During the past 25 years, marketers have moved toward a more ________ relationship with their customers.

Accepted Answer

The answer of During the past 25 years, marketers have...

Question 11

If you wanted to reach consumers under the age of 18, you might want to place your Internet advertising during which daypart?

Accepted Answer

A)  evenings and weekends
B)  early morning
C)  daytime
D)  overnights
E)  early and mid-mornings

Question 12

Research indicates, especially among young adults and youth audiences, surfing the Web and "watching" time is common.

Accepted Answer

A) True 
 B)False

Question 13

Magazines are almost perfect for many direct marketers because of their audience selectivity and high reach among prospects who likely are not heavy users of other media.

Accepted Answer

A) True 
 B)False

Question 14

For a company with a good product but limited capital, PI (per inquiry)advertising is very beneficial because it allows advertisers to share their risk with the medium.

Accepted Answer

A) True 
 B)False

Question 15

According to some research, the major challenge for online promoters is to:

Accepted Answer

A)  make prospective purchasers happy.
B)  provide information that is eye-appealing.
C)  move the shopper to a buyer.
D)  reduce the clutter.
E)  overcome the online user's impatience.

Question 16

According to Advertising Age, in 2009, the top display advertiser on the Internet was:

Accepted Answer

A)  General Electric.
B)  News Corp.
C)  Bank of America Corp.
D)  IBM Corp.
E)  General Motors

Question 17

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Accepted Answer

A) True 
 B)False

Question 18

Advantages of using digital media include all of the following EXCEPT:

Accepted Answer

A)  visual and audio characteristics are ideal for engaging prospective customers.
B)  continues to be more easily accessible.
C)  measurability.
D)  assurance of confidentiality with information consumers provide.
E)  relative ease in which they react to changing market conditions.

Question 19

Which of the following is NOT-from an advertising and marketing perspective-how Internet and commercial Web sites are being used?

Accepted Answer

A)  as a source of direct sales
B)  as a source of advertising-supported communication
C)  as a stop-gap on freedom of the press
D)  as a source of marketing and promotional information
E)  as a builder of consumer engagement

Question 20

Research indicates that 13- to 24-year-olds spend more time on which of the following rather than on traditional media?

Accepted Answer

A)  phone
B)  online
C)  reading their textbooks
D)  doing community service
E)  reading magazines or books

Exam 13: Digital and Direct-Response Advertising

________ uses a variety of vehicles; compared to other digital marketing, it holds lots of promise for companies selling products and services.

Correct AnswerverifiedSocial med...View AnswerShow Answer

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Correct AnswerverifiedShow Answer

Direct-response TV utilizes all of the following EXCEPT:

Correct AnswerverifiedShow Answer

If you wanted to reach consumers under the age of 18, you might want to place your Internet advertising during which daypart?

Correct AnswerverifiedShow Answer

According to Advertising Age, in 2009, the top display advertiser on the Internet was:

Correct AnswerverifiedShow Answer

Research indicates that 13- to 24-year-olds spend more time on which of the following rather than on traditional media?

Correct AnswerverifiedShow Answer

Magazines are almost perfect for many direct marketers because of their audience selectivity and high reach among prospects who likely are not heavy users of other media.

Correct AnswerverifiedShow Answer

According to some research, the major challenge for online promoters is to:

Correct AnswerverifiedShow Answer

Which of the following summarizes the role digital plays well in marketing?

Correct AnswerverifiedShow Answer

For a company with a good product but limited capital, PI (per inquiry)advertising is very beneficial because it allows advertisers to share their risk with the medium.

Correct AnswerverifiedShow Answer

Consumers who have opted in to receive regular e-mail from a business indicate they derive more satisfaction from the relationship than those who do not make that choice.

Correct AnswerverifiedShow Answer

________ is the Internet daypart with the largest audience in terms of size and number of minutes of usage.

Correct AnswerverifiedShow Answer

Victoria's Secret owes much of its success and sales to its popular catalog and, like other catalogers, to its e-commerce site.

Correct AnswerverifiedShow Answer

During the past 25 years, marketers have moved toward a more ________ relationship with their customers.

Correct AnswerverifiedShow Answer

Research indicates, especially among young adults and youth audiences, surfing the Web and "watching" time is common.

Correct AnswerverifiedShow Answer

Research is indicating that online audience members reduce their use of traditional media and also use traditional media less often than people who are not online.

Correct AnswerverifiedShow Answer

A major concern for consumers using the Internet is the amount of ________, or unsolicited, usually unwanted online messages or advertisements companies send them.

Correct AnswerverifiedShow Answer

Which of the following is NOT-from an advertising and marketing perspective-how Internet and commercial Web sites are being used?

Correct AnswerverifiedShow Answer

Advantages of using digital media include all of the following EXCEPT:

Correct AnswerverifiedShow Answer

According to Advertising Age, in 2008, the top digital advertising agency was:

Correct AnswerverifiedShow Answer

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