Chapter 15 Managing Digital Communications
1) Which of the following is an example of paid media?
A) word-of-mouth about the brand
B) news stories about the brand
C) social network conversations about the brand
D) a trade show booth about the brand
E) consumers' Instagram photos that include the brand
Answer: D
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking
2) Mountain Dew's Dewmocracy promotional campaign — including advertising, events, a
Web site and social media efforts designed to engage consumers in brand-related activities
— is an example of .
A) paid media
B) earned media
C) individualization
D) word-of-mouth
E) mobile marketing
Answer: A
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking; Application of knowledge
3) Which of the following is NOT one of the four main categories of online marketing
communications?
A) Web sites
B) guerrilla marketing
C) search ads
D) display ads
E) e-mail
Answer: B
Diff: 1
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking
,4) Which of the following is an advantage of online communications for marketers?
A) Consumers cannot effectively screen out your messages.
B) Companies can accurately track how effective their ads are because software filters out all
bogus hits.
C) Companies can offer tailored information or messages that engage consumers.
D) Advertisers maintain complete control over the message.
E) Advertisers do not need to worry as much about context.
Answer: C
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking
5) Of the time US consumers spend with all media, almost is spent online.
A) one-quarter
B) one-third
C) two-thirds
D) one-half
E) three-quarters
Answer: D
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
6) How much was total digital ad spending in 2013?
A) $40.1 million
B) $42.8 million
C) $18.4 billion
D) $40.1 billion
E) $42.8 billion
Answer: E
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
7) What percentage of total digital ad spending is accounted for by search advertising?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
Answer: E
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
,8) What percentage of total digital ad spending is accounted for by mobile?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
Answer: C
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
9) Which of the following is NOT one of the seven design elements featured in effective Web
sites (as identified by Rayport and Jaworski)?
A) change
B) context
C) content
D) customization
E) commerce
Answer: A
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
10) Which of the following is one of the elements of a site's ease of use?
A) Individual pages are clean and not crammed with content.
B) The first page is easy to understand.
C) Typefaces and font sizes are very readable.
D) The site makes good use of color.
E) The site has user-centric privacy controls.
Answer: B
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
11) Individual Web pages or clusters of pages that function as supplements to a primary site
are .
A) search engine optimization
B) pay-per-click ads
C) delighters
D) microsites
E) touch points
Answer: D
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
, 12) The average click-through in terms of the percentage of consumers who click on a link
for is about 2 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
Answer: B
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
13) The average click-through in terms of the percentage of consumers who click on a link
for is about 0.8 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
Answer: C
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
14) Internet users spend of their time online searching for information.
A) 5 percent
B) 10 percent
C) 12 percent
D) 15 percent
E) 20 percent
Answer: A
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
15) When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web
sites whenever the stock market fell by 100 points or more, they were using a(n) .
A) microsite
B) pay-per-click ad
C) interstitial
D) search ad
E) banner ad
Answer: C
Diff: 1
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Application of knowledge
16) Which of the following is NOT one of the ways to maximize the marketing value of e-
mails?
A) Give the customer a reason to respond.
B) Personalize the content of your e-mails.
C) Offer something the customer can get via direct mail.
1) Which of the following is an example of paid media?
A) word-of-mouth about the brand
B) news stories about the brand
C) social network conversations about the brand
D) a trade show booth about the brand
E) consumers' Instagram photos that include the brand
Answer: D
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking
2) Mountain Dew's Dewmocracy promotional campaign — including advertising, events, a
Web site and social media efforts designed to engage consumers in brand-related activities
— is an example of .
A) paid media
B) earned media
C) individualization
D) word-of-mouth
E) mobile marketing
Answer: A
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking; Application of knowledge
3) Which of the following is NOT one of the four main categories of online marketing
communications?
A) Web sites
B) guerrilla marketing
C) search ads
D) display ads
E) e-mail
Answer: B
Diff: 1
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking
,4) Which of the following is an advantage of online communications for marketers?
A) Consumers cannot effectively screen out your messages.
B) Companies can accurately track how effective their ads are because software filters out all
bogus hits.
C) Companies can offer tailored information or messages that engage consumers.
D) Advertisers maintain complete control over the message.
E) Advertisers do not need to worry as much about context.
Answer: C
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Analytical thinking
5) Of the time US consumers spend with all media, almost is spent online.
A) one-quarter
B) one-third
C) two-thirds
D) one-half
E) three-quarters
Answer: D
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
6) How much was total digital ad spending in 2013?
A) $40.1 million
B) $42.8 million
C) $18.4 billion
D) $40.1 billion
E) $42.8 billion
Answer: E
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
7) What percentage of total digital ad spending is accounted for by search advertising?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
Answer: E
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
,8) What percentage of total digital ad spending is accounted for by mobile?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
Answer: C
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
9) Which of the following is NOT one of the seven design elements featured in effective Web
sites (as identified by Rayport and Jaworski)?
A) change
B) context
C) content
D) customization
E) commerce
Answer: A
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
10) Which of the following is one of the elements of a site's ease of use?
A) Individual pages are clean and not crammed with content.
B) The first page is easy to understand.
C) Typefaces and font sizes are very readable.
D) The site makes good use of color.
E) The site has user-centric privacy controls.
Answer: B
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
11) Individual Web pages or clusters of pages that function as supplements to a primary site
are .
A) search engine optimization
B) pay-per-click ads
C) delighters
D) microsites
E) touch points
Answer: D
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
, 12) The average click-through in terms of the percentage of consumers who click on a link
for is about 2 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
Answer: B
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
13) The average click-through in terms of the percentage of consumers who click on a link
for is about 0.8 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
Answer: C
Diff: 3
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Information technology
14) Internet users spend of their time online searching for information.
A) 5 percent
B) 10 percent
C) 12 percent
D) 15 percent
E) 20 percent
Answer: A
Diff: 2
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Reflective thinking
15) When Johnson & Johnson's Tylenol headache reliever would pop up on brokers' Web
sites whenever the stock market fell by 100 points or more, they were using a(n) .
A) microsite
B) pay-per-click ad
C) interstitial
D) search ad
E) banner ad
Answer: C
Diff: 1
LO: 21.1: What are the pros and cons of online marketing?
AACSB: Application of knowledge
16) Which of the following is NOT one of the ways to maximize the marketing value of e-
mails?
A) Give the customer a reason to respond.
B) Personalize the content of your e-mails.
C) Offer something the customer can get via direct mail.
