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Exam 13: Digital and Direct-Response Advertising

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Question 21

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According to Advertising Age, in 2008, the top digital advertising agency was:

A) Sapient.
B) Digitas.
C) IBM Interactive.
D) Wunderman.
E) General Motors.

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Question 22

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During the past 25 years, marketers have moved toward a more ________ relationship with their customers.

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Question 23

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According to Advertising Age, in 2009, the top display advertiser on the Internet was:

For a company with a good product but limited capital, PI (per inquiry)advertising is very beneficial because it allows advertisers to share their risk with the medium.

Research indicates, especially among young adults and youth audiences, surfing the Web and "watching" time is common.

________ is the Internet daypart with the largest audience in terms of size and number of minutes of usage.

Research indicates that 13- to 24-year-olds spend more time on which of the following rather than on traditional media?

________ uses a variety of vehicles; compared to other digital marketing, it holds lots of promise for companies selling products and services.

According to some research, the major challenge for online promoters is to:

A major concern for consumers using the Internet is the amount of ________, or unsolicited, usually unwanted online messages or advertisements companies send them.

Advantages of using digital media include all of the following EXCEPT:

Which of the following is NOT-from an advertising and marketing perspective-how Internet and commercial Web sites are being used?

Magazines are almost perfect for many direct marketers because of their audience selectivity and high reach among prospects who likely are not heavy users of other media.

Research is indicating that online audience members reduce their use of traditional media and also use traditional media less often than people who are not online.

Many companies, led by Procter & Gamble, have moved more into online display and other forms of digital advertising and away from traditional media.

Which of the following summarizes the role digital plays well in marketing?

Victoria's Secret owes much of its success and sales to its popular catalog and, like other catalogers, to its e-commerce site.

Direct-response TV utilizes all of the following EXCEPT:

Consumers who have opted in to receive regular e-mail from a business indicate they derive more satisfaction from the relationship than those who do not make that choice.

If you wanted to reach consumers under the age of 18, you might want to place your Internet advertising during which daypart?