Focusing on and considering a message to which one has been exposed is known as ____.
a. perception
b. exposure
c. attention
d. comprehension
e. interpretation
Question 2One of the ways in which the Internet is changing business is:
a. increasing the reliance on hierarchical organizations.
b. making market share less important.
c. increasing the need for speed and agility.
Question 3When using secondary data, the task of assessing accuracy is more difficult.
a. True
b. False
Indicate whether the statement is true or false
Question 4Crayola offers a ____ that provides more than information about the firm and its brands; it focuses on the needs of parents and children who use Crayola crayons.
a. a concept blog c. a fantasy site
b. a corporate website d. a virtual mall
Question 5In practical terms, exposing consumers to a brand's message is a function of ____.
a. establishing a sufficient marcom budget
b. selecting appropriate media and vehicles in which to present a brand message
c. having a creative message
d. a and b
e. a, b, and c
Question 6Chapter 1 highlights Sabre, Salesforce, and Google as information products that have achieved success in the Internet economy. Identify another product that is composed of information and that can be accessed over the Internet. Explain the nature of the product and the appeal it has to users.
Question 7Primary data make up most of the data included in the systems approach to marketing research.
a. True
b. False
Indicate whether the statement is true or false
Question 8Rich Media/Video and Audio is the process by which a Web ad uses advanced technology that interacts with the user when his or her mouse passes over the ad. Its advantage(s), is(are) that
a. it offers much greater click-through rates than banner ads
b. academic research indicates that adding animation to ads enhances click-through, recall and favorability
c. it offers intrinsically more interesting ads - that is why it is called rich
d. all of these statements are true of Rich Media
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