One of the advantages that accompany advertising on the Internet is the ability of advertisers to see how users interact with and respond to their brands.
Indicate whether the statement is true or false
Question 2The click-through rate is a measure of the:
a. number of people who accidentally access a firm's Web site and have to click through to leave.
b. rate at which people use certain search engines, seeking specific Web sites.
c. percentage of people presented with a banner ad that click on it, thereby linking to a Web site or pop-up page of information linked to the ad.
d. number of people that actually get onto the Internet in the course of a day.
Question 3Which of the following is an advantage of mail questionnaires?
a. geographic flexibility
b. anonymity of respondent
c. respondent convenience
d. all of these choices
Question 4Negative comments from a blogger spread much faster and much more extensively than positive comments.
Indicate whether the statement is true or false
Question 5Which of the following is not an online community?
a. Blogs
b. Intranets
c. Newsgroups
d. Electronic bulletin boards
Question 6An attempt to recontact individuals selected for a sample who were not available initially is called a:
a. redundancy.
b. reconnect.
c. callback.
d. retest.
Question 7Given the personal use nature of the World Wide Web and email, they do not fall into the digital/interactive media category.
Indicate whether the statement is true or false
Question 8Failure to coordinate pricing, distribution, and promotion for Web sites between the manufacturer, distributor, and retailer, leads to:
a. marketing myopia.
b. channel conflicts.
c. bottlenecks.
d. marketing dystrophy.
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