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Exam 4: Marketing on the Web

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Question 21

Multiple Choice

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In cause marketing, when visitors click a link on the affiliate's Web page, a donation is made by a(n) _____ company.

A) advertising
B) marketing
C) not-for-profit
D) sponsoring

E) A) and B)
F) B) and D)

Correct Answer

verified

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Question 22

Multiple Choice

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On social media Web sites, followers of a particular company's discussion activity are called _____.

A) fans
B) hosts
C) spiders
D) affiliates

E) All of the above
F) None of the above

Correct Answer

verified

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Question 23

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The total amount of money that a site spends, on average, to induce one visitor to make a purchase, sign up for a subscription, or register is called the _____.

Media selection can be critical for an online-only firm because it does not have a physical presence.

Online and offline customer contact points are often called _____.

Customers who have completed several transactions and are aware of a company's policies regarding returns, credits, and pricing flexibility are in the _____ stage of their relationship with the company.

Each page loaded by a visitor to a Web site counts as a(n) _____.

Good customer experiences can help create an intense feeling of loyalty toward the company and its products or services.

A subtle way for advertisers to promote their product, services or brands is through.

Web site designers can specify additional key words in the pages that are hidden from the view of Web site visitors but are visible to spiders.

Branded products are difficult to advertise and promote.

According to the six behavior-based categories of Web visitors, _____ are visitors whose online objective is to stay in touch with others through chat rooms, discussion boards, and social networking websites.

A banner ad is a small rectangular object on a Web page that displays a stationary or moving graphic that includes a link to the advertiser's Web site.

Some Web pages have banner ads that continue to load and reload as long as the page is open in the visitor's Web browser.Each time the banner ad loads is a(n) _____.

The highly customized approach to offering products and services that match the needs of a particular customer is called _____.

The information that a Web site can gather about its visitors is called a _____.

Companies have traditionally used _____ appeals in their advertising and promotion efforts to establish and maintain brands.

A(n) _____ is a banner ad that is designed to span the top or bottom of a Web page.

A(n) _____ is the combination of elements a company uses to achieve its goals for selling and promoting its products and services.

The _____ is a not-for-profit organization that promotes the use of Internet advertising and encourages effective Internet advertising.