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Exam 13: Digital Media

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Question 1

True/False

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Convergent marketing is an unconventional marketing communication activity that is intended to get buzz on a limited budget by using creative ways to reach people where they live, work, and walk to create a personal connection and a high level of impact.

A) True
B) False

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Question 2

Multiple Choice

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________ refer to content of a commercial nature that is created or posted on the pages of users in social media that promotes a product, service, or cause.

A) Links
B) User-generated ads
C) Interactive ads
D) Trailers
E) Posts

F) A) and B)
G) C) and E)

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Question 3

Multiple Choice

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Popular TV programs and commercials can be uploaded by viewers to their YouTube pages to be shared with users as a(n) ________.

You are looking at an eHow.com video for cleaning stains out of a shirt when you notice a small ad for Febreze odor eliminator on the right-hand side of the page. When you click on the ad, you move from eHow to a Febreze website. You have clicked on a ________.

________ is a growing practice on the Internet through which individuals who have goods and services to sell are linked with people interested in buying those products.

Discuss the trends in spending on print advertising in comparison to spending on Internet advertising.

________ is a new technology that makes it possible to broadcast TV online.

Refer to the following passage to answer the questions that follow. Talbots is a women's clothing store that sells only Talbots brand clothing. The style is fashionable, yet classic. It is relatively high-priced, but not priced at the level of designer clothing. Talbots has expanded its reach through the company's transactional website, and management is interested in getting more traffic to the site as well as using alternative media to reach the target market. -Talbots has the ability to collect preference and choice information on visitors to its website, but it is very concerned that its customers understand that the company maintains a responsible position with respect to the use of that data. How would Talbots inform visitors to their website of this fact?

Which of the following is NOT a purpose served by online advertising?

Which is the most important reason social networking websites are valuable to marketers?

Groups of people with a special interest can contact one another and exchange their opinions and experiences through ________, which are sites located online, sometimes as part of an organization's website, but sometimes completely independent of any company.

Superstitials are tiny computer programs that allow people to create and insert professional-looking content into their personal websites and also onto their TV screens.

________ are magazines or newsletters only available over the Internet and generally aimed at niche audiences.

What word or phrase is used in traditional media industries to describe the blurring of the differences among television, print, and the Internet media?

Which of the following is the practice of storing all your files online and using a device simply to access them?

A blog that plugs a product in return for cash or freebies is referred to as a ________.

The extra-long, skinny ads running down the right or left side of a website are called ________.

Jerome wants to use the Internet to expand his business but is not sure he understands how the Internet audience is measured. Explain variables that are used to measure Internet website audiences and Internet advertising.

Interactivity makes it possible for consumers to move away from being marketing targets and instead initiate contact with a company or other customers and have a conversation about a brand.

Discuss the advantages and disadvantages of Internet advertising.