Question 1

All of the following are critiques of the growth of media conglomerates EXCEPT

Accepted Answer

A)   Expanding society's mainstream agenda
B)   Threatening of commercialism
C)   Threatening of homogenization
D)   Harming the democratic process

Question 2

ENIAC was used to figure out the trajectory of military missiles.

Accepted Answer

A) True 
 B)False

Question 3

The name, postal address, or any other information that allows tracking down the specific person who owns a device is known by what abbreviation?

Accepted Answer

A)   IRS
B)   UGC
C)   PII
D)   HTML

Question 4

The net neutrality controversy refers to the desire by websites and advocates to make sure that Internet service providers (ISPs) do not charge sites for transmission.

Accepted Answer

A) True 
 B)False

Question 5

The use of sophisticated technology to send large numbers of people messages tailored to their individual interests is called

Accepted Answer

A)   web targeting
B)   web pitching
C)   mass customization
D)   interpersonalized targeting

Question 6

The process of audience erosion began with the development of the consumer internet in the mid 1990s.

Accepted Answer

A) True 
 B)False

Question 7

The Children's Online Privacy Protection Act (COPA)

Accepted Answer

A)   has been responsible for convicting predators on chat sites
B)   demonstrates that children are the primary victims of online privacy violations
C)   allows the police to monitor children's online activity in order to protect them
D)   requires websites to get parents' opt-in permission before data can be collected on their children

Question 8

From the data in Table 6.1 in the text, which of the following statements is false?

Accepted Answer

A)   Young people use the internet more than old people
B)   Hispanics use the internet much more than non-Hispanics
C)   People with a higher household income use the internet more than those will less money
D)   People who have more education use the internet more than those who dropped out of high school

Question 9

Which of the following retrieves information stored on different Web sites?

Accepted Answer

A)   Search Engine
B)   Web Spiders
C)   Algorithm Finders
D)   Web Crawlers

Question 10

Publishers operate content sites to sell subscriptions or advertisements.

Accepted Answer

A) True 
 B)False

Question 11

Discuss how online data gathering activities help mass customization.

Accepted Answer

Online data gathering activities:
- Prof...

Question 12

The desire by websites and advocates to make sure that ISPs do not charge sites for transmission is known as what controversy?

Accepted Answer

A)   content gap
B)   net neutrality
C)   prior restraint
D)   digital divide

Question 13

Digital technology makes it possible for different media to

Accepted Answer

A)   converge
B)   track
C)   adopt analog formats
D)   move away from interactivity

Question 14

A cookie includes information such as your full name, e-mail address, and other demographic data.

Accepted Answer

A) True 
 B)False

Question 15

According to Figure 6.3 in the text, which of the following steps occurs last in the data-mining process?

Accepted Answer

A)   data display
B)   data application
C)   data extraction
D)   data genesis

Question 16

Discuss the distinction between text ads and display ads online.

Accepted Answer

Text ads
- text-only messages placed by ...

Question 17

At its core, ARPANet had a

Accepted Answer

A)   computer that allowed users to contact particular addresses
B)   series of interconnecting networks that coordinated the transmission of messages around the world
C)   modem hardware that made it possible for to use telephone lines to send computer messages
D)   all of these

Question 18

Generally, marketers prefer using the opt-in approach, because it generates good will among users.

Accepted Answer

A) True 
 B)False

Question 19

Pop-ups are a type of display ad.

Accepted Answer

A) True 
 B)False

Question 20

The term "URL" refers to User Route Linkage.

Accepted Answer

A) True 
 B)False

Exam 7: The Internet Industry

The desire by websites and advocates to make sure that ISPs do not charge sites for transmission is known as what controversy?

Correct AnswerverifiedShow Answer

Generally, marketers prefer using the opt-in approach, because it generates good will among users.

Correct AnswerverifiedShow Answer

Discuss the distinction between text ads and display ads online.

Correct AnswerverifiedText ads- text-only messages placed by ...View AnswerShow Answer

The net neutrality controversy refers to the desire by websites and advocates to make sure that Internet service providers (ISPs) do not charge sites for transmission.

Correct AnswerverifiedShow Answer

According to Figure 6.3 in the text, which of the following steps occurs last in the data-mining process?

Correct AnswerverifiedShow Answer

The term "URL" refers to User Route Linkage.

Correct AnswerverifiedShow Answer

All of the following are critiques of the growth of media conglomerates EXCEPT

Correct AnswerverifiedShow Answer

Digital technology makes it possible for different media to

Correct AnswerverifiedShow Answer

The name, postal address, or any other information that allows tracking down the specific person who owns a device is known by what abbreviation?

Correct AnswerverifiedShow Answer

The use of sophisticated technology to send large numbers of people messages tailored to their individual interests is called

Correct AnswerverifiedShow Answer

Which of the following retrieves information stored on different Web sites?

Correct AnswerverifiedShow Answer

A cookie includes information such as your full name, e-mail address, and other demographic data.

Correct AnswerverifiedShow Answer

From the data in Table 6.1 in the text, which of the following statements is false?

Correct AnswerverifiedShow Answer

Discuss how online data gathering activities help mass customization.

Correct AnswerverifiedOnline data gathering activities:- Prof...View AnswerShow Answer

The Children's Online Privacy Protection Act (COPA)

Correct AnswerverifiedShow Answer

Pop-ups are a type of display ad.

Correct AnswerverifiedShow Answer

The process of audience erosion began with the development of the consumer internet in the mid 1990s.

Correct AnswerverifiedShow Answer

ENIAC was used to figure out the trajectory of military missiles.

Correct AnswerverifiedShow Answer

At its core, ARPANet had a

Correct AnswerverifiedShow Answer

Publishers operate content sites to sell subscriptions or advertisements.

Correct AnswerverifiedShow Answer

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Text ads
- text-only messages placed by ...
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Online data gathering activities:
- Prof...
View Answer

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