Question 1 

After the U.S. Civil War, grave memorial companies offered a different type of marker for the graves of Union soldiers than for Confederate soldiers. One company, however, offered markers in the form of a statue of each fallen soldier with a handmade replica of the soldier’s likeness on the face. These two offerings are examples of __________ and __________, respectively.

A. customization; personalization 

B. modal communication; non-modal communication 

C. mass customization; narrow customization 

D. pull communication; push communication 

 

Question 2

Choosing from product options on a series of drop-down menus on a Web page is an example of:

A. collaborative customization. 

B. adaptive customization. 

C. collaborative personalization. 

D. adaptive personalization. 

 

Question 3

According to market research by DoubleClick, 780 out of the 1,000 online customers surveyed had made a purchase after:

A. visiting a microsite. 

B. receiving spam. 

C. receiving opt-in e-mail. 

D. viewing a Shoshkele. 

 

Question 4 

Companies with Web sites with no history of visitor activity or search engines with high amounts of traffic usually choose to use the __________ payment model for online advertising.

A. cost-per-thousand exposures 

B. Shoshkele 

C. cost per click-through 

D. flat-fee

 

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