Chapter 13—Internet Advertising

Chapter 13—Internet Advertising

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. The concept of zero sum captures the idea that any gain for one constituent in a competitive environment represents a loss for another.

ANS:  T                    PTS:   1

2. Consumers’ Internet usage continues to grow at the expense of the traditional media.

ANS:  T                    PTS:   1

3. The Internet is quickly becoming the main element of IMC programs and receives the majority of an advertiser’s media budget, basically replacing conventional media.

ANS:  F                    PTS:   1

4. Integration and interactivity are key features of the Internet and of advertising in this medium.

ANS:  F                    PTS:   1

5. Individualization refers to the fact that advertisers can control the flow of information to individual consumers.

ANS:  F                    PTS:   1