Integrated Marketing Communications 4th Edition by Bill Chitty – Test Bank

Chapter 11 – Digital marketing

TRUE/FALSE

1. 2010 Social Media Business Benchmarking Study found that 35 per cent of all Australian businesses intend conducting some form of social media activity in 2011.

ANS: F         PTS: 1        DIF: Moderate      TOP: Introduction

2. Some say that Internet interactivity may represent a disadvantage for advertisers because Internet users are in a ‘passive’ mindset.

ANS: F         PTS: 1        DIF: Moderate      TOP: Individualisation and interactivity

3. The two key features of the Internet and online advertising are individualisation and interactivity.

ANS: T         PTS: 1        DIF: Easy             TOP: Individualisation and interactivity

4. Individualisation refers to the control that Internet users have over the flow of information, which, in turn, provides an opportunity for organisations to use the Internet to transmit their marketing communications to selected target markets.

ANS: T         PTS: 1        DIF: Difficult       TOP: Individualisation and interactivity

5. Emerging digital media differs from traditional media in that there is no need to have a specific objective.

ANS: F         PTS: 1        DIF: Moderate      TOP: The role of digital marketing communications in IMC

6. To counteract low click-through rates (CTRs), online advertisers have turned to increasing the size, differentiating the shapes of banner ads and segmenting and targeting their customers.

ANS: T         PTS: 1        DIF: Moderate      TOP: Display or banner ads

7. The Internet performs one major function and that is to serve as a versatile advertising medium.

ANS: F         PTS: 1        DIF: Moderate      TOP: Introduction

8. Advantages of online advertising include accessibility, customisation, sales conversion and cost effectiveness.

ANS: T         PTS: 1        DIF: Easy             TOP: Other advantages of digital advertising

9. Customisation in online advertising can also mean consumer’s responses to a website’s diagnostic questions will determine that the most appropriate information is provided with subsequent telephone calls or emails.

ANS: T         PTS: 1        DIF: Difficult       TOP: Other advantages of digital advertising

10. CTR rates to banner ads are typically very low averaging less than 0.3 per cent.

ANS: T         PTS: 1        DIF: Easy             TOP: Display or banner ads

11. Superstitials are short, animated ads that play over, or on top of, a web page.

ANS: T         PTS: 1        DIF: Moderate      TOP: Rich media

12. Websites provide emotional purchase information while television provides rational purchase messages with each media being used for its strengths.