Several years ago a widely circulated report appeared in various media about the weight-loss ...

Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen. The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented Web sites and linking the ads to media reports describing milk's weight-loss benefits. If they had done this they would have been using ____ advertising.
 a. keyword-matching
  b. generic
  c. secondary-market
  d. social-networking
  e. content-targeted

Question 2

The magnitude of the differences in objects is shown when which types of scales are used?
 a. Interval or ordinal
  b. Ratio or ordinal
  c. Ordinal or nominal
  d. Interval or ratio
  e. Nominal or interval

Question 3

Which of the following is a true statement about website maintenance costs?
 a. Maintenance costs will not begin to occur for several years after a site is developed.
  b. Yearly maintenance costs may be several times the size of initial development costs.
  c. Maintenance costs are not a concern of marketers.

Question 4

Google enables Internet advertisers to run ads on Web sites other than Google's own site, which is known as ____.
 a. keyword-matching advertising
  b. hot-zoned advertising
  c. content-targeted advertising
  d. podcasting
  e. blogging

Question 5

Which of the following is NOT true when a scale is a ratio scale?
 a. The scale allows for comparison of the absolute magnitude of numbers.
  b. The zero point is established arbitrarily.
  c. If a is greater than b, and b is greater than c, then a is greater than c.
  d. If a equals b, and b equals c, then a equals c.
  e. The mode and the median are permissible measures of central tendency.

Question 6

The personas used in the redesign of the Staples website:
 a. were the product of the outside design firm.
  b. were produced instead of doing research on the customer.
  c. represented important segments of Staples customers.

Question 7

The two forms of search engine advertising available to online advertisers are ____.
 a. wired and wireless
  b. keyword-matching and content-targeted
  c. primary and secondary
  d. Internet and intranet
  e. Internet and ethernet

Question 8

Which of the following statements concerning measurement is FALSE?
 a. Properties of the attributes must first be determined before measurement begins.
  b. Numbers are assigned to accurately reflect properties of an attribute.
  c. Typically, researchers recognize five levels of measurement.
  d. Both a and b are correct.
  e. a, b, and c are correct.

Question 9

A true statement about the Staples brand promise is:
 a. it is integrated throughout their various sales and communications channels.
  b. a brand promise is not relevant to a retail store.
  c. a different brand promise drives website and offline communications.

Question 10

Search engine advertising rests on the concept of ____, which are specific words and short phrases that describe the nature, attributes, and benefits of a marketer's offering.
 a. key words
  b. analogies
  c. natural words
  d. search words
  e. word-find