In recent years there have been increased efforts on the part of advertisers and their agencies to locate new media that are ____ than the established media.
a. more geographically dispersed
b. easier to buy, more efficient, and more conducive to audience segmentation
c. less fractionalized and impersonal
d. more relationship oriented
e. less costly, less cluttered, and more effective
Question 2The components of customer lifetime value include:
a. all revenue after the first year.
b. growth in amount spent with the enterprise.
c. spending transferred from competitors.
Question 3The CPM metric is a simple way to measure an Internet ad's effectiveness.
Indicate whether the statement is true or false
Question 4Structure refers to how much standardization is used with the data collection instrument.
a. True
b. False
Indicate whether the statement is true or false
Question 5Cisco's success in customer reactivation depended upon:
a. collecting as much data as possible on each business person.
b. contacting business professionals as individuals.
c. developing registration forms.
Question 6One general objective for assessing Web site advertising effectiveness is to assess the exposure value or popularity of a Web site or Internet ad.
Indicate whether the statement is true or false
Question 7With online surveys, the response rate is a good indicator of the quality of the research effort.
a. True
b. False
Indicate whether the statement is true or false
Question 8A/An ________ profile can be developed when a person registers on or buys something from a website.
a. anonymous
b. identified
c. statistical
Question 9Electronic measurement of a sample of users is possibly the most valuable tool for assessing Internet usage activity.
Indicate whether the statement is true or false
Question 10Mail surveys provide little control in verifying that a response actually came from the intended recipient.
a. True
b. False
Indicate whether the statement is true or false
Question 11Integrating social media data into tactical CRM programs:
a. carries inherent privacy challenges.
b. has been fully automated.
c. involves collecting easily quantifiable data.
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