Integrated Marketing Communications

4th Edition Tuckwell Test Bank

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Exam

Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.

1) The most recent Canadian statistics available reveal that the highest penetration of Internet use is 1)
among
A) households with children under 5 years of age.
B) households with children over 18 years of age.
C) lower-income households.
D) younger and older audiences.
E) middle-income and upper-income households.
Answer: E
Page Ref: 191

2) According to the latest Canadian statistics, the percentage of Canadians that have Internet access at 2)
home is
A) 72%. B) 18.7%. C) 25%. D) 59%. E) 88%.
Answer: A
Page Ref: 192

3) Trends indicate that Internet usage is increasing each year, but consumers are not using it to 3)
A) book travel.
B) download music.
C) seek out information.
D) view movie trailers.
E) purchase goods and services.
Answer: E
Page Ref: 192

4) According to the most recent statistics, what percentage of Canadians have purchased something 4)
online?
A) 34% B) 10% C) 59% D) 50% E) 30%
Answer: A
Page Ref: 192

5) According to recent statistics, what percent of advertising revenues in Canada are attributed to 5)
Internet advertising revenues?
A) 10% B) 4% C) 8% D) 50% E) 15%
Answer: B
Page Ref: 193

6) The primary activities that Canadian use the Internet for are 6)
A) banking and making purchases.
B) email and browsing.
C) email and making purchases.
D) making purchases.
E) banking and chatting.
Answer: B
Page Ref: 192

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 7) Online advertising is one of the fastest growing advertising mediums. Which of the following is 7)
NOT a factor contributing to this growth.
A) Expansion of broadband capabilities is attractive for both viewers and advertisers.
B) The Internet is the newest medium available for advertising.
C) The Internet delivers accountability and measurability.
D) The number of people online continues to grow.
E) Search advertising continues to evolve and draw more dollars.
Answer: B
Page Ref: 193

8) __________ is a means of delivering online ads based on a consumerʹs previous surfing patterns. 8)
A) Mass customization
B) A cookie
C) Behavioural targeting
D) Target marketing
E) Online advertising
Answer: C
Page Ref: 195

9) A small text file uploaded to a consumerʹs web browser and sometimes stored on their hard drive 9)
is called
A) a jpg file.
B) behavioural targeting.
C) a bit file.
D) mass customization.
E) a cookie.
Answer: E
Page Ref: 195

10) The development, manufacture and marketing of unique products to unique customers is called 10)
A) target marketing.
B) mass customization.
C) unique customization.
D) segmentation.
E) niche marketing.
Answer: B
Page Ref: 196

11) Which of the following is a role performed by online advertising? 11)

A) providing a means to make a purchase
B) creating brand awareness
C) building brand image
D) improving customer service
E) All of the above are roles performed by online advertising.
Answer: E
Page Ref: 197

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12) Which of the following is NOT a form of online advertising? 12)
A) mass customization
B) ad delivered by email
C) sponsorship at a website
D) pop-up ads
E) banner ads
Answer: A
Page Ref: 196

13) A website that serves as a gateway to a variety of services such as searching, news, directories and 13)
links to other pages is also known as a(n)
A) portway.
B) home page.
C) index page.
D) main page.
E) portal.
Answer: E
Page Ref: 198

14) Websites such as Yahoo! and Canoe feature news, search capabilities and links to other services. 14)
They are examples of a(n)
A) main page.
B) portal.
C) index page.
D) portway.
E) home page.
Answer: B
Page Ref: 198

15) Sue received an email from a company asking her to enter an online contest. Her chances of 15)
winning would be increased if she forwarded the email to three people. This is an example of
A) forwarding.
B) virtual marketing.
C) direct mail.
D) viral marketing.
E) spamming.
Answer: D
Page Ref: 209

16) 0nline marketing that encourages the receiver of the message to pass it along to others in order to 16)
generate additional exposure is called
A) spamming.
B) viral marketing.
C) virtual marketing.
D) direct mail.
E) forwarding.
Answer: B
Page Ref: 209

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17) An ad request that was successfully sent to a visitor is known as 17)
A) clicks.
B) impressions.
C) visits.
D) clickthroughs.
E) hits.
Answer: B
Page Ref: 202

18) An ad request that was successfully sent to a visitor is known as impressions or 18)
A) ad views.
B) hits.
C) visits.
D) clicks.
E) clickthroughs.
Answer: A
Page Ref: 202

19) The number of times users click on an ad banner is referred to as 19)

A) ad clicks.
B) downloads.
C) hits.
D) impressions.
E) visits.
Answer: A
Page Ref: 202

20) The percentage of ad views that resulted in an ad click is referred to as 20)

A) interstitial.
B) clickthrough rate.
C) impressions.
D) visitors.
E) cookies.
Answer: B
Page Ref: 202

21) This measure indicates the success of an advertiser in attracting visitors to click on its ad. 21)
A) impressions
B) visitors
C) interstitial
D) clickthrough rate
E) hits
Answer: D
Page Ref: 202

22) During 1 million ad views, there are 25,000 clicks. The clickthrough rate is 22)
A) 2.5%. B) .025%. C) 10%. D) .25%. E) 25%.
Answer: A
Page Ref: 202

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23) During 2 million ad views, there are 100,000 clicks. The clickthrough rate is 23)
A) .5%. B) .05%. C) 5%. D) 50%. E) 5.5%.
Answer: C
Page Ref: 202

24) A site where the visitors stay for an extended period of time is referred to as a 24)
A) helpful site.
B) portal.
C) sticky site.
D) slow site.
E) long site.
Answer: C
Page Ref: 202

25) This banner format is oblong and vertical in shape. 25)

A) rectangle
B) skyscraper
C) button
D) interstitial
E) superstitial
Answer: B
Page Ref: 203

26) __________ occurs when an advertiserʹs listing is placed within or alongside search results in 26)
exchange for paying a fee each time someone clicks on this listing,
A) Search advertising
B) Pay-per-click advertising
C) Sticky advertising
D) Interstitial advertising
E) Both A and B are correct.
Answer: E
Page Ref: 202

27) Which of the following is NOT one of the standard online ad sizes established by the Interactive 27)
Advertising Bureau?
A) button ad
B) skyscraper ad
C) big box ad
D) rectangle ad
E) super banner ad
Answer: A
Page Ref: 203

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28) Banner ads that include movement of some kind or a message that is looped in predetermined 28)
time intervals are called
A) rectangles.
B) rich.
C) interstitials.
D) animated.
E) buttons.
Answer: D
Page Ref: 203

29) Interstitial banners are 29)

A) tall, skinny oblongs.
B) banner ads that spin or have motion.
C) ads that engage the viewer.
D) smaller versions of the banner ad.
E) ads that appear in a separate browser window.
Answer: E
Page Ref: 205

30) According to recent research, the ads that have the most impact on brand awareness and message 30)
association are
A) buttons.
B) banners.
C) large rectangles.
D) skyscrapers.
E) interstitials.
Answer: C
Page Ref: 204

31) This form of online communication includes animation, sound, video and interactivity. 31)
A) rich media
B) rectangles
C) buttons
D) interstitials
E) skyscrapers
Answer: A
Page Ref: 205

32) Streaming media refers to 32)

A) the greater use of interaction to engage the user.
B) extended relationships with other sites.
C) ads that pop onto the screen and interrupt users.
D) the continuous delivery of small compressed packets of data.
E) the inclusion of audio and full motion video.
Answer: D
Page Ref: 205

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33) This type of online communication happens when a company or brand commits to advertise for an 33)
extended period on a third-party website.
A) sponsorships
B) skyscrapers
C) banner ads
D) superstitials
E) permission based e-mails
Answer: A
Page Ref: 205

34) When Campbellʹs Soup pays for the Ski Report on the Weather Network website, it is an example 34)
of
A) endorsement.
B) sponsorship.
C) banner ads.
D) superstitials.
E) testimonial.
Answer: B
Page Ref: 205

35) With this online advertising tool, the advertiser commits to an extended relationship with another 35)
website.
A) sponsorship
B) banner advertising
C) streaming media
D) permission-based emails
E) spam
Answer: A
Page Ref: 205

36) In this online advertising application, users choose to receive messages from particular advertisers. 36)
A) spam
B) permission-based email
C) sponsorship
D) sponsored email
E) banners
Answer: B
Page Ref: 208

37) An electronic identification tag sent from a web server to a userʹs browser to track the userʹs 37)
browsing patterns is called a
A) spyware.
B) cookie.
C) biscuit.
D) interstitial.
E) portal.
Answer: B
Page Ref: 195

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38) Which of the following is NOT a strength of online marketing communications? 38)
A) An online purchase can occur.
B) Advertising messages are delivered 24 hours a day, 7 days a week.
C) Advertiser can target an individual based on browsing behaviour.
D) Privacy is maintained.
E) Interactive nature makes it more entertaining.
Answer: D
Page Ref: 212

39) Which of the following is NOT a disadvantage of online marketing communications? 39)
A) Concerns about privacy.
B) Messages encourage consumers to interact with brands.
C) Consumers feel that it gets in the way of what they are doing.
D) Consumers are concerned about misuse of information.
E) Lack of acceptance by consumers.
Answer: B
Page Ref: 212

40) According to Real Networks, the clickthrough rate for rich media averages __________%, 40)
compared to .5% for static banners.
A) 1.5 B) .25 C) 3.5 D) 1 E) 5
Answer: C
Page Ref: 205

41) A list of people who have specifically agreed to receive email from an organization is called a 41)
A) first-party list.
B) compiled list.
C) forwarded list.
D) response list.
E) third-party list.
Answer: A
Page Ref: 208

42) Names and email addresses compiled by one company and sold to another is referred to as a 42)
A) third-party list.
B) first-party list.
C) viral list.
D) response list.
E) compiled list.
Answer: A
Page Ref: 208

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 43) The production of an extended commercial presented on the web that includes entertainment 43)
value in the communications is called
A) webcasting.
B) podcasting.
C) interactive marketing.
D) viral marketing.
E) a web movie.
Answer: A
Page Ref: 211

44) One of the latest tools used by marketers to reach the youth market is 44)
A) email marketing
B) text messaging.
C) viral marketing.
D) online advertising.
E) interstitial advertising.
Answer: B
Page Ref: 212

45) Mobile media is one of the fastest growing areas on online marketing communications. Which of 45)
the following is NOT considered mobile media?
A) text messaging
B) online video games
C) banner ads
D) iPods
E) video messaging
Answer: C
Page Ref: 212

46) The integration of brands into video games played online or in games purchased directly by 46)
consumers is called
A) advergaming.
B) comprehensive messaging.
C) gaming interstitials.
D) video messaging.
E) rich media.
Answer: A
Page Ref: 214

TRUE/FALSE. Write ʹTʹ if the statement is true and ʹFʹ if the statement is false.

47) Over the past few years, Internet advertising has been growing more rapidly than any other 47)
medium in Canada.
Answer: True False
Page Ref: 193

48) In Canada, the Internet is threatening to take over traditional forms of advertising. 48)
Answer: True False
Page Ref: 193

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49) The Internet is a medium that allows for behavioural targeting, while most other mediums do not. 49)
Answer: True False
Page Ref: 195

50) When compared to direct mail, email marketing is much more expensive. 50)
Answer: True False
Page Ref: 208

51) One of the key roles that interactive communications can play is to build brand awareness. 51)
Answer: True False
Page Ref: 197

52) The Internet is a good medium for implementing a variety of sales promotion activities. 52)
Answer: True False
Page Ref: 199

53) If during 100,000 views of an online ad there are 10,000 ad clicks, the clickthrough rate is 2%. 53)
Answer: True False
Page Ref: 193

54) The number of times users click on a banner (clicking transfers the users to another website) is 54)
called ad views or impressions.
Answer: True False
Page Ref: 202

55) Many experts perceive search advertising (or pay-per-click advertising) as the preferred form of 55)
online advertising.
Answer: True False
Page Ref: 202

56) The use of rich media is growing right now and they will become increasingly popular. 56)
Answer: True False
Page Ref: 205

57) When a company or a brand commits to advertise for an extended period on a third -party 57)
website, it is known as sponsorship.
Answer: True False
Page Ref: 205

58) With permission-based email, the email includes a short message from a sponsor along with a link 58)
to the sponsorʹs website.
Answer: True False
Page Ref: 208

59) Although email advertising is similar to direct mail, email advertising generates lower response 59)
rates than direct mail.
Answer: True False
Page Ref: 208

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 60) A cookie is an electronic identification tag sent from a web server to a browser to track a personʹs 60)
browsing patterns.
Answer: True False
Page Ref: 195

61) The production of an extended commercial presented on the web that includes entertainment 61)
value in the communications is a webcast.
Answer: True False
Page Ref: 211

62) Marketers interested in reaching the youth market are looking at text messaging seriously. 62)
Answer: True False
Page Ref: 212

63) Recent studies show that lower-income Canadians are amongst the highest users of the internet. 63)
Answer: True False
Page Ref: 191

64) One of the key strengths of online advertising is the privacy that it affords the consumer. 64)
Answer: True False
Page Ref: 212

65) One of the major reasons that online advertising is growing is the fact that over 70% of Canadians 65)
have access to the Internet.
Answer: True False
Page Ref: 191

66) The Internet is a good medium for implementing sales promotion activities. 66)
Answer: True False
Page Ref: 199

67) The internet is not very useful for generating sales leads. 67)
Answer: True False
Page Ref: 190

68) Advergaming is an online tactic that is being used increasingly by marketers targeting females, 68)
because 50% of online gamers are female.
Answer: True False
Page Ref: 214

SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.

69) What is mass customization? Give an example of mass customization. 69)

Answer: mass customization - the development, manufacture and marketing of unique
products to unique customers.
Page Ref: 195

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70) Describe the typical Internet user in Canada. 70)
Answer: 70% of Canadians have Internet access. Internet users are more likely to come from
middle to upper income families. The higher the level of education received, the
more likely someone at home is accessing the Internet. Geographically, the highest
rates of usage are in British Columbia, Alberta and Ontario.
Page Ref: 192

71) Online advertising is growing faster than any other medium in Canada. Discuss the 71)
factors contributing to this growth.
Answer: The Internet delivers on the corporate mandate for accountability, expansion of
broadband capabilities allow for high speed video downloading, search advertising
continues to evolve and draw more dollars, the shear number of people online
continues to grow.
Page Ref: 193

72) The Internet offers three significant marketing and marketing communications 72)
opportunities. Discuss these opportunities.
Answer: 1. From a communications perspective, the Internet is an excellent medium for
telling a story. 2. From a marketing perspective, an organization can complete a
sale online. 3. The Internet deals with the concept of mass customization and
allows marketers to personalize messages and products.
Page Ref: 195-196

73) What is clickthrough rate? 73)

Answer: The percentage of ad views that resulted in an ad click.
Page Ref: 202

74) What are the two types of opt-in lists used with email advertising? 74)
Answer: A first-party list - people who have specifically agreed to receive email from an
organization. A third party list - names and addresses compiled by one company
and sold to another.
Page Ref: 208

75) List and describe four standard banner sizes established by the Interactive Advertising 75)
Bureau.
Answer: Rectangle, Big box, Leaderboard (superbanner) and Skyscraper.
Page Ref: 203

76) What is rich media? 76)

Answer: Rich media are graphical technologies such as animation and streaming video and
audio that are used online to create special effects.
Page Ref: 205

77) Explain what is meant by sponsorship as it relates to online advertising, using an example 77)
to illustrate.
Answer: Sponsorship is a commitment online to advertise for an extended period or to
sponsor a web page.
Page Ref: 205

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 78) What is permission-based email? 78)
Answer: Permission-based email is email sent to recipients who have agreed to accept email
advertising messages.
Page Ref: 208

79) Explain the similarities and the differences between email marketing and direct mail? 79)
Answer: Both email and direct mail rely on lists contained and target consumers specifically
interested in something. Email is different in that it produces higher response rates.
Page Ref: 208

80) Are there any disadvantages to advertising on the Internet using interstitials? 80)
Answer: Many users object to receiving this unsolicited type of message. Some see them as
being overly intrusive and annoying.
Page Ref: 205

81) What is webcasting? Give an example of how a company can use webcasting. 81)
Answer: Webcasting is the production of an extended commercial presented on the web that
includes entertainment value in the communications.
Page Ref: 211

82) Mobile media is a growing option for online communications. List and describe the 82)
various mobile media available to advertisers and give an example of each.
Answer: Text messaging, video messaging, advergaming
Page Ref: 212-215

83) What is text messaging and why is it becoming more popular among marketers? 83)
Answer: Test messaging is the transmission of short text-only messages using wireless
devices such as cell phones and PDAs. This is an increasingly popular way to reach
people under 35 years of age.
Page Ref: 212

ESSAY. Write your answer in the space provided or on a separate sheet of paper.

84) Explain the three significant marketing and marketing communications activities offered by the Internet, citing
examples of each.
Answer: 1. It is an excellent medium for telling a story, well suited for extended copy and visuals. 2. An
organization can complete a sale online, action can be secured. 3. Internet deals with mass
customization - the development, manufacture and marketing of unique products to unique customers.
Page Ref: 195-196

85) Discuss how online communication differs from traditional media communications.
Answer: Traditional media are passive by nature and the Internet is interactive by nature. Traditional media
target and audience whereas on the Internet, consumers target the content they are interested in and in
the process are exposed to messages that should be of interest.
Page Ref: 195

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86) Online advertising has become an important part of the communications mix. Discuss the strengths and
weaknesses of online advertising.
Answer: Strengths - advertiser can target an audience of one based on browsing habits, timing - 24-7 delivery,
message content can be altered quickly, interactive nature makes it more entertaining and memorable,
Transaction - an online purchase can occur
Weaknesses - Acceptance - consumer reject the notion of online advertising, it gets in the way of what
they are doing; privacy concerns.
Page Ref: 212

87) Assess the various advertising alternatives that are available online. For each; describe the strategy, including
limitations and give an example.
Answer: Search advertising, banner advertising, pop up and pop under ads, rich media ads, sponsorship,
websites and email advertising.
Page Ref: 202-212

88) Discuss the various roles (objectives) that online advertising can play as a part of the integrated marketing
communications mix.
Answer: Creating awareness, branding and image building, offering incentives,generating leads, providing
customer service, conducting transactions,
Page Ref: 197-202

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