_____ is a way of publishing sound files online, allowing users to subscribe to a feed and receive new audio files automatically.
a. Podcasting
b. Blogging
c. Superstitials
d. Opt-in
e. Broadcasting
Question 2Lee Michaels is a national chain jewelry store found in many malls across the U.S. Laurie went in to look at the watches, but she was unfamiliar with some of the brands. The salesperson told her that they were all Swiss-made, meaning they were made in Switzerland, which is known worldwide for the quality of the timepieces produced there. From which source are these brands leveraging their brand meaning?
a. other brands
b. people
c. places
d. things
e. names
Question 3Why is it doubtful that blogs represent a major advertising opportunity?
a. The blogosphere is regulated by the Federal Trade Commission and currently does not allow commercial advertisers to participate.
b. The blogosphere is regulated by the Federal Communications Commission and currently does not allow commercial advertisers to participate.
c. It is too expensive.
d. Advertising is often perceived as less than fully objective and is seen by many as an intrusion.
e. Not enough consumers participate in blogging to make it economical for advertisers.
Question 4The effect of marcom, or of its specific elements such as advertising, can be measured in terms of whether it _____ from the marcom investment.
a. improves popularity
b. increases sales
c. generates reasonable revenue
d. improves public relations
e. increases purchase frequency
Question 5Which type of online advertising format has the appeal of communicating directly with prospective customers, who in turn can become active communicators through their own posted comments?
a. banner ads
b. pop-ups
c. blogs
d. superstitials
e. podcasts
Question 6Marketing communicators _____ associations for their brands by connecting them with other objects that already possess well-known meaning.
a. define
b. locate
c. leverage
d. advertise
e. change
Question 7One of the fastest growing forms of online advertising is _____, including so-called Webisodes.
a. blogging
b. banner ads
c. video ads
d. spamming
e. superstitials
Question 8Joey makes a type of peanut butter, JPB, that has become popular in Cincinnati. Jenni sells homemade ice cream treats and she has created a new treat using JPB. To increase profitability for both Joey and Jenni, the packaging for the JPB ice cream treats should display both companies' names and logos. This is known as
a. duo branding
b. brand profiteering
c. brand sharing
d. co-branding
e. brand transferring
Question 9Barry was looking for golfers' scores at the recent PGA championship on the PGA's Web page when an animated ad for Calloway golf clubs appeared on top of the PGA's Web page. What type of online advertisement is this?
a. banner ad
b. blog
c. interstitial
d. superstitial
e. podcast
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