On a cost-per-thousand (CPM) basis, the process of running Web ads:
a. is virtually nonexistent because there is no charge for most ads.
b. is much less expensive than ads placed in traditional media.
c. compares favorably with ads placed in traditional media.
d. becomes a great deal more expensive than ads placed in traditional media.
Question 2Which of the following is a similarity between habit and variety seeking?
a. They refer to the tendency of consumers to continue using a brand for many years.
b. They both involve a high degree of brand loyalty.
c. They involve a high degree of emotional connection to a brand.
d. They occur in settings where a decision isn't involving.
Question 3The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process. This is due to the:
a. new and important opportunities for Web advertisers with respect to interactivity.
b. frequency with which consumers check social media.
c. sheer volume and popularity of going online in general.
d. flexibility and deliverability of Web advertising.
Question 4A survey was conducted by Spotless, a dishwashing liquid manufacturer, at a department store. During the survey, the store manager asked customers which dishwashing liquid they utilized, to which most of them immediately replied, Spotless. When asked why, the customers stated that they felt it was used by everyone and was the most popular. Based on the given scenario, it can be said that Spotless has .
a. low brand loyalty
b. high involvement
c. an accessibility bonus
d. a low economy of scale
Question 5_________ is the trail of social media and online information on a person, organization, or brand.
a. Virtual identity
b. I-Traffic Index
c. Digital footprint
d. Web 2.0
Question 6_________ memory is very important where advertising is concerned and is the kind of memory through which names, words, and concepts are retrieved from people's minds.
a. Iconic
b. Episodic
c. Emotional
d. Semantic
Question 7The goal of tracking online consumer behavior is essentially to:
a. catch people's attention and entice them to visit the marketer's home page.
b. compute a site's advertising value based on traffic, ad rates, and evaluations of the site's quality.
c. help bring more relevant and useful ads that are specific to consumers' wants and needs.
d. fine-tune a Web user's search to more relevant and specific websites.
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