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Integrated Advertising, Promotion, and Marketing Communications, 7e (Clow)
Chapter 8 Digital Marketing
1) Digital marketing combines all of the following except:

A) e-commerce.
B) mobile marketing.
C) internet marketing.
D) indirect response marketing.
Answer: D
Difficulty: Easy
Question Tag: Definition (Concept)
AACSB Category: Application of knowledge
Objective: 8-1
2) Digital marketing combines the components of e-commerce, internet marketing, and mobile
marketing.
Answer: TRUE
Difficulty: Easy
Objective: 8-1
3) To assess the effectiveness of digital marketing programs, Marketing Zen uses two metrics —
a quantitative metric and a qualitative metric.
Answer: TRUE
Difficulty: Moderate
Objective: 8-1
4) What does digital marketing mean?

Answer: Digital marketing includes all of the components of e-commerce, internet marketing,
and mobile marketing, or anything with a digital footprint.
Objective: 8-1
1
Copyright © 2016 Pearson Education, Inc.
5) In terms of the internet evolution, Web 1.0:
A) transformed traditional retailing by selling goods and services over the internet.
B) offered consumers a way to communicate with each other through email.
C) created online communities that connect buyers and sellers in new ways.
D) provided businesses with an opportunity to save money.
Answer: A
AACSB Category: Information technology
Objective: 8-2

A) transformed traditional retailing by selling goods and services over the internet.
B) offered consumers a way to communicate with each other through email.
C) created online communities that connect buyers and sellers in new ways.
D) provided businesses with an opportunity to advertise effectively on the internet.
Answer: C
Objective: 8-2

A) created static content that included customer involvement.
B) generated instant communication that helped improve customer service.
C) created online communities that connected buyers and sellers.
D) featured brand engagement, social media, and customer-generated reviews.
Answer: B
Difficulty: Difficult
Objective: 8-2

A) creates static content that includes customer involvement.
B) generates instant communication that helped improve customer service.
C) creates online communities that connect buyers and sellers.
D) features brand engagement, social media, and customer-generated reviews.
Answer: D
Objective: 8-2
2
9) The stage of web development that pushed communication channels to real-time was:
A) Web 1.0.
B) Web 2.0.
C) Web 3.0.
D) Web 4.0.
Answer: C
Objective: 8-2
10) The web phase characterized by social media, customer engagement, cloud operations, and
web participation is:
A) Web 1.0.
B) Web 2.0.
C) Web 3.0.
D) Web 4.0.
Answer: D
Objective: 8-2
11) Web 4.0 was the first to:

A) deliver static content to internet users.
B) add more socially-based sites such as Facebook.
C) include cloud operations and web participation.
D) incorporate real-time communications.
Answer: C
Objective: 8-2
12) The lack of results with digital marketing has led some companies to shift more dollars to
broadcast media and direct response marketing.
Answer: FALSE
Difficulty: Easy
Objective: 8-2
3
13) Web 1.0 transformed traditional retailing by creating engagement between companies and
customers.
Answer: FALSE
Objective: 8-2
14) The biggest disappointment web users had with Web 3.0 was the inability to connect to
events in real time.
Answer: FALSE
Objective: 8-2
15) Web 2.0 changed the ways consumers communicate and interacted with businesses.
Answer: TRUE
Objective: 8-2
16) Web 3.0 online communication channels moved companies closer to "real-time"
communications with customers.
Answer: TRUE
Objective: 8-2
17) Web 2.0 transformed traditional retailing by creating engagement between companies and
customers.
Answer: FALSE
Difficulty: Easy
Objective: 8-2
4
18) Describe the migration of the internet from Web 1.0 to Web 4.0.
Answer: Web 1.0 was typified by static content provided by the site's creator.
Web 2.0 led to more socially-based and audience-generated content, including use of social
networking sites and blogs.
Web 3.0 moved companies into real-time communications.
Web 4.0 includes the key characteristics of customer engagement, cloud operations, and Web
participation.
Objective: 8-2
19) When goods and services are sold on the internet, the approach to marketing is:
A) retail by email.
B) viral marketing.
C) e-commerce.
D) interactive marketing.
Answer: C
Difficulty: Easy
Objective: 8-3
20) E-commerce is:

A) retailing by email.
B) viral marketing.
C) selling goods and services on the internet.
Answer: C
Difficulty: Easy
Objective: 8-3
21) Which of the following does not apply to a Web 4.0 type e-commerce website?
A) Real time communication
B) Customer engagement
C) Static content
D) Cloud technology
Answer: C
Objective: 8-3
5
22) Which statement below about poor experiences and dissatisfaction with an e-commerce site
is false?
A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1
second to 4 seconds.
B) Amazon.com discovered that for every 100-millisecond decline in site load time, online
revenue declined 1 percent.
C) Research by Torbit found that as load time increased, the bounce rate declined.
D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were
unlikely to ever visit the site again.
Answer: C
AACSB Category: Reflective thinking
Objective: 8-3
23) Making sure all channels work together when a company sells through additional channels
beyond the web is:
A) brand engagement.
B) customer engagement.
C) channel integration.
D) cyber consistency.
Answer: C
Objective: 8-3
24) Blogs, feedback applications, and customer reviews are all a part of an e-commerce's:
A) Web 1.0 tactics.
B) web analytics.
C) cyber security.
D) brand engagement strategy.
Answer: D
Objective: 8-3
6
25) Brand engagement for an e-commerce website can be obtained using all of the following
except:
A) blogs.
B) feedback applications.
D) customer reviews.
Answer: C
Question Tag: Application
Objective: 8-3
26) Presenting product reviews and feedback applications on e-commerce sites is important for
all of the following reasons except:
A) provides opportunities for interaction with customers.
B) provides an opportunity to squelch negative criticisms of the brand.
C) encourages customers to become brand advocates.
D) allows a company to gain insights into customer thoughts.
Answer: B
Objective: 8-3
27) Personalization and customization are part of an e-commerce's:

A) channel integration strategy.
B) web analytics.
C) cyber security.
D) brand engagement strategy.
Answer: D
Objective: 8-3
28) Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time
she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address
when she gets ready to place an order. This is an example of:
A) personalization.
B) web analytics.
D) intrusive web design.
Answer: A
Objective: 8-3
7
29) Kyra makes frequent purchases from the Victoria Secret website. She notices that each time
she logs onto the site merchandise similar to what she has already purchased or looked at on
previous visits to the site appears on the main page, often with special offers to make a purchase.
This is an example of:
A) personification.
B) web analytics.
D) customization.
Answer: D
Objective: 8-3
30) Customization features of e-commerce sites include all of the following except:
A) ability to locate the nearest retail store.
B) personalization of an individual's name.
C) print coupons or other promotions from a mobile device as well as a computer.
D) show if an item is in-stock prior to making a purchase.
Answer: B
Objective: 8-3
31) To reduce customers from abandoning shopping carts on e-commerce sites, companies can
use all of the following strategies except:
A) avoid the use of multiple cyberbaits to encourage sales.
B) make checkout easy without requiring a user name or password.
C) make it easy for customers to enter discount codes.
D) provide a safe and trustworthy checkout procedure.
Answer: A
Question Tag: Critical Thinking
Objective: 8-3
32) Using a fantasy football league to attract individuals to a website is an example of:
A) a financially-based incentive.
B) viral marketing.
C) a cyberbait.
D) a convenience incentive.
Answer: C
Objective: 8-3
8
33) All of the following incentives are types of cyberbaits except:
A) value-based.
B) financial.
C) convenience.
D) educational.
Answer: D
Objective: 8-3
34) Incentives that can be used to encourage consumers to make online purchases include all of
the following except:
A) follow-up incentives.
B) financial incentives.
C) convenience incentives.
D) value-based incentives.
Answer: A
Objective: 8-3
35) A reduced price, an introductory price, and e-coupons designed to encourage someone to
make an online purchase are ________ incentives.
A) quality
B) financial
C) convenience
D) value-based
Answer: B
Difficulty: Easy
Objective: 8-3
36) A financial incentive to encourage someone to make a purchase online can include all of the
following except:
A) consumer promotion.
B) introductory price.
C) product personalization.
D) e-coupon.
Answer: C
Objective: 8-3
9
37) Free shipping, free freight, and dollar discounts are examples of ________ incentives
designed to encourage online shopping.
A) financial
B) consumer
C) convenience
D) economic
Answer: A
Objective: 8-3
38) Persuading a first-time buyer to make an online purchase is best achieved using:
A) interstitial advertising.
B) financial incentives.
C) convenience incentives.
D) value-based incentives.
Answer: B
Objective: 8-3
39) Firms can reduce costs when customers order over the internet in all of the following ways
except:
A) lower production costs in manufacturing the product.
B) reduced shipping costs since the customer pays for shipping.
C) decreased labor costs in stocking or restocking shelves.
D) lower sales costs since sales people are not used for the transaction.
Answer: A
Objective: 8-3
40) According to BizRateResearch, the most effective financial incentive for consumers is:
A) a price discount.
B) a contest and sweepstakes.
C) a free gifts.
D) free shipping.
Answer: D
Objective: 8-3
10
41) To be successful in using financially-based incentives to encourage online purchases, the
incentives:
A) must match the target market of the website.
B) should offer something free.
C) apply to all customers, not just first time purchasers.
D) should be meaningful to those visiting the website and be changed periodically.
Answer: D
Objective: 8-3
42) Access to a website 24 hours a day is an example of ________ incentives.

A) financial
B) cyberbait
C) convenience
D) value-added
Answer: C
Difficulty: Easy
Objective: 8-3
43) Which type of incentive is designed to change purchasing habits over the long term?
A) Financial
B) Consumer
C) Convenience
D) Value-added
Answer: D
Objective: 8-3
44) Forever 21 offering an easy "how to measure" chart on its website is an example of a
________ e-commerce incentive.
A) financial
B) convenience
C) value-added
D) cyberbait
Answer: B
Objective: 8-3
11
45) Value-added incentives are designed to:
A) attract attention.
B) provide shipment information.
C) change purchasing habits over the long term.
D) change short-term buying decisions.
Answer: C
Objective: 8-3
46) Based on web analytics, a hotel's front desk staff knows a customer often stays for a week
and offers that person a discount for booking online, which is an example of:
A) merchandising.
B) a financial incentive.
C) a convenience incentive.
D) a value-added incentive.
Answer: D
Objective: 8-3
47) A financial incentive may cause a consumer to switch to e-commerce; a value-added

incentive is designed to:
A) change purchasing habits more permanently.
B) create brand awareness.
C) substitute payment plans.
D) find new buyers.
Answer: A
Objective: 8-3
48) All of the following are examples of value-added incentives designed to encourage web
visitors, except:
A) offering merchandise on the website that is not available in a catalog or in retail stores.
B) offering free shipping and handling.
C) weekly or daily tips on a topic meaningful to the web visitor.
D) personalizing products to individual consumers based on previous visits to the website and
past purchases.
Answer: B
Objective: 8-3
12
49) When Tide offers tips on how to get tough stains out of clothes, which type of incentive is
being used?
A) Financial
B) Convenience
C) Value-added
D) Supportive
Answer: C
Objective: 8-3
50) Leah does not shop online because she is afraid that her identity will be stolen. This is an
example of which e-commerce concern?
A) Security concern
B) Seller opportunism concern
C) Cognitive dissonance
D) Information privacy issues
Answer: A
Objective: 8-3
51) Confidence in e-commerce website security has increased as consumers become used to
purchase products over the internet. Currently, approximately ________ percent of consumers
have faith that web purchases are secure.
A) 40
B) 55
C) 66
D) 75
Answer: D
Objective: 8-3
13
52) Aubrey does not like to purchase anything online because she does not want cookies tracking
her web activity and then using it to market products to her. This is an example of which e-
commerce concern?
A) Seller opportunism
B) Security issues
C) Changing purchasing habits
D) Privacy issues
Answer: D
Objective: 8-3
53) The key to allaying fears about privacy and security issues in e-commerce is:
A) empathy.
B) convenience.
C) trust.
D) financial incentives.
Answer: C
Objective: 8-3
54) E-commerce focuses on selling goods or services on the internet.

Answer: TRUE
Difficulty: Easy
Objective: 8-3
55) Online sales account for nearly one-fifth of all retail activity.
Answer: FALSE
Objective: 8-3
56) Web 4.0 forced e-commerce firms to include real-time communication and engagement for
consumers.
Answer: TRUE
Objective: 8-3
14
57) A primary cause of customer dissatisfaction and lost sales with e-commerce is slow load-
times of web pages, especially the main page.
Answer: TRUE
Objective: 8-3
58) Channel integration involves making sure all aspects beyond the web work together.
Answer: TRUE
Difficulty: Easy
Objective: 8-3
59) Brand engagement typically focuses on direct mail and toll free numbers to drive customers
to e-commerce sites to make purchases.
Answer: FALSE
Objective: 8-3
60) Common venues for brand engagement with e-commerce sites are blogs, feedback
mechanism, customer reviews, and social media.
Answer: TRUE
Objective: 8-3
61) While many e-commerce sites allow customer reviews and feedback, most immediately
delete any negative comments or screen comments prior to posting to prevent negative
comments from appearing.
Answer: FALSE
Objective: 8-3
62) A component of brand engagement for e-commerce is customization, which welcomes a

person back to a website by name.
Answer: FALSE
Objective: 8-3
15
63) When Tiffany accesses the Forever 21 website, merchandise similar to what she has
purchased and searched for on the web previously appears. This is an example of personalization
of an e-commerce site.
Answer: FALSE
Objective: 8-3
64) Hidden charges, difficulty checking out, and requiring customers to register at an e-
commerce site are common causes of shopping cart abandonment.
Answer: TRUE
Objective: 8-3
65) A low percentage of online shoppers abandon shopping carts prior to checkout.
Answer: FALSE
Objective: 8-3
66) Cyberbait includes any type of lure or attraction that brings web customers to visit a brick-
and-mortar store.
Answer: FALSE
Difficulty: Easy
Objective: 8-3
67) Three types of incentives used to encourage customers to make online purchases include
financially-based incentives, convenience-based incentives, and price-based incentives.
Answer: FALSE
Objective: 8-3
68) Typically, the most effective financial incentives offer something free or at a discount.
Answer: TRUE
Objective: 8-3
16
69) According to BizRateResearch, the most popular online promotion is a price-off offer.
Answer: FALSE
Objective: 8-3
70) Availability 24/7 is an example of a convenience incentive that can be used to attract people
to an e-commerce site.
Answer: TRUE
Objective: 8-3
71) A value-added incentive should be designed to inspire a short-term purchase rather than
trying to influence long-term buying habits.
Answer: FALSE
Objective: 8-3
72) An example of a value-added incentive to attract people to an e-commerce site is a

customized shopping experience.
Answer: TRUE
Objective: 8-3
73) Financial incentives are an effective means of encouraging consumers and businesses to
return to a website on a regular basis.
Answer: FALSE
Objective: 8-3
74) Consumers are wary of shopping privacy issues and security issues on the web.
Answer: TRUE
Difficulty: Easy
Objective: 8-3
17
75) Consumer fears about e-commerce security issues are based on credit card numbers being
stolen, identity theft, and fraud.
Answer: TRUE
Objective: 8-3
76) While trust is one key to overcoming concerns about privacy and security, most consumers
do not know information can be tracked and recorded and thus are not worried.
Answer: FALSE
Objective: 8-3
77) Beyond apprehension about identity theft and fraud with e-commerce, consumers worry that
firms will sell personal information that should remain private.
Answer: TRUE
Objective: 8-3
78) Describe the characteristics of a successful e-commerce site.

Answer: Successful e-commerce sites are customer-centric and provide consistent customer
experiences. Sites will allow for channel integration and brand engagement. A significant
number of consumers abandon shopping carts. As a result, a strategy to convert these individuals
to purchases will be in place. Incentives are provided to encourage visiting, returning, and
purchasing from the site.
Objective: 8-3
18
79) What kinds of e-commerce incentives can be offered to encourage consumers to purchase
products over the internet?
Answer:
• Financial-based incentives such as free shipping, coupons, or price reductions. Financial
incentives are good at encouraging an initial purchase.
• Convenience-based incentives encourage customers to visit a website. Availability 24/7 is a
convenience many consumers appreciate.
• Value-based incentives lead consumers to change purchasing habits over the long term. It may
be customization, a newsletter, or information that is of value to the consumer.
Difficulty: Easy
Objective: 8-3
80) What consumer concerns influence e-commerce online purchasing?

Answer: Privacy and security are concerns consumers express. In terms of privacy, consumers
are afraid their credit card and personal information will be stolen or sold. Identity theft is a
concern and data breaches, such as experienced by K-Mart. Consumers must be able to trust an
e-commerce site.
Objective: 8-3
81) Marketing on cell phones and smartphones is called ________ marketing.

A) passive
B) active
C) mobile
D) customer-driven
Answer: C
Difficulty: Easy
Objective: 8-4
82) The use of QR codes, watermarks, and 2D barcodes are all part of ________ marketing.
A) Web 1.0
B) direct
C) mobile
D) embedded
Answer: C
Difficulty: Easy
Objective: 8-4
19
83) Effective mobile marketing involves:
A) utilizing web analytics to create targeted messages.
B) brand engagement through social media.
C) channel integration and brand engagement.
D) understanding the social and shopping nature of mobile phone owners.
Answer: D
Objective: 8-4
84) Keys to effective text message advertising include:

A) utilizing web analytics to create targeted messages.
B) gaining the permission of the mobile owner and careful timing of the message.
C) brand engagement and geo-targeting.
D) understanding the social and shopping nature of mobile phone users.
Answer: B
Objective: 8-4
85) A Nellymosser study revealed that the greatest usage of action codes in magazines was for:
A) access to the brand's social media site.
B) downloading something free, such as a recipe.
C) videos.
D) discounts.
Answer: C
Objective: 8-4
86) On average, individuals spend over 4 hours per day using some type of mobile device.
Answer: FALSE
Objective: 8-4
87) Mobile marketing provides a social device that links individuals to social networks where
they can post comments, pictures, and videos as well as read the thoughts of others.
Answer: TRUE
Difficulty: Easy
Objective: 8-4
20
88) Effective mobile marketing involves understanding the social and shopping nature of mobile
phone users.
Answer: TRUE
Objective: 8-4
89) Two keys to text message mobile advertising include careful timing of the message and
using geo-targeting so only consumers close to the retailer or business receive the text.
Answer: FALSE
Objective: 8-4
90) A new type of mobile advertising is the use of in-app commercials.

Answer: TRUE
Difficulty: Easy
Objective: 8-4
91) QR codes, watermarks, and 2D barcodes allow consumers to see video of the interior of a
retail store in real time.
Answer: FALSE
Difficulty: Easy
Objective: 8-4
92) The primary objective of action codes, such as QR codes, is to engage consumers in some
way with the brand.
Answer: TRUE
Objective: 8-4
93) Identify the various types of mobile marketing strategies.

Answer: Mobile marketing strategies include display ads, search ads, video advertising, text
messaging, in-app advertising, QR codes, and geo-targeting.
Objective: 8-4
21
94) Digital strategies that are being used by brands today include all of the following except:
A) direct response marketing.
B) location-based advertising.
C) content marketing.
Answer: A
Difficulty: Easy
Objective: 8-5
95) Digital strategies that are being used by brands today include all of the following except:
A) behavioral targeting.
B) lifestyle marketing.
C) blogs and newsletters.
D) email marketing.
Answer: B
Difficulty: Easy
Objective: 8-5
96) Interactive marketing is:

A) developing marketing messages that create two-way communication with customers.
B) providing interactive games for customers to play.
C) the ability of a website to visually display a product, such as clothes on a person.
D) when customers give permission for marketers to send emails and other types of.
correspondence to them.
Answer: A
Objective: 8-5
97) The ideal medium for interactive marketing is:

A) television.
B) email.
C) print media.
D) the internet.
Answer: D
Difficulty: Easy
Objective: 8-5
22
98) The development of marketing programs that create interplay between consumers and
businesses rather than simply sending messages to potential customers is:
A) direct marketing.
B) interactive marketing.
C) viral marketing.
D) behavioral marketing.
Answer: B
Difficulty: Easy
Objective: 8-5
99) Interactive marketing emphasizes two primary activities. First, it allows marketers to target
individuals with personalized messages. Second, it:
A) permits direct marketing that has been customized.
B) allows a company to personalize its website.
C) engages the consumer with the company and product in some way.
D) allows for modifying the product to fit the needs of the consumer.
Answer: C
Objective: 8-5
100) Companies can use interactive marketing to accomplish all of the following objectives
except:
A) generate sales.
B) enhance brand loyalty.
C) build an email list.
D) develop sponsorship programs.
Answer: D
Objective: 8-5
101) The online interactive tactic used most frequently by brands is:
A) banner ads.
B) email marketing.
C) online promotions.
D) social media.
Answer: B
Objective: 8-5
23
102) Online interactive tactics used by brands includes all of the following except:
A) guerrilla marketing.
B) email marketing.
C) online promotions.
D) social media.
Answer: A
Difficulty: Easy
Objective: 8-5
103) Online interactive tactics used by brands includes all of the following except:
A) blogs.
B) email newsletters.
C) trade promotions.
D) podcasts.
Answer: C
Difficulty: Easy
Objective: 8-5
104) According to Marketing Zen's Shama Kabani, the first step in developing an effective
interactive marketing strategy is to:
A) identify the one word that describes the brand.
B) gain customer trust.
C) define your ultimate vision.
D) cultivate an attitude of giving.
Answer: D
Objective: 8-5
105) According to Marketing Zen's Shama Kabani, developing an effective interactive marketing
strategy involves all of the following activities except:
B) gain customer trust.
C) create a social media site.
Answer: C
Objective: 8-5
24
106) According to Marketing Zen's Shama Kabani, developing an effective interactive marketing
strategy involves all of the following activities except:
B) develop an SEO strategy.
C) choose the best communication channels.
Answer: B
Objective: 8-5
107) Content marketing, or branded content, has all of the following characteristics except:
A) offer information and solutions to customers and potential customers.
B) make the content authentic.
C) provide content that is shareable.
D) integrate the information with the brand's offline advertising campaign.
Answer: D
Objective: 8-5
108) Branded content should be updated regularly, which according to most experts should be:
A) 2 to 3 times per day.
B) once a week.
C) 2 to 3 times per week.
D) 2 to 3 times per month.
Answer: C
Objective: 8-5
109) If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota
documenting it with text and photos, it is considered ________ content.
A) branded
B) sponsored
C) digital
D) social
Answer: B
Objective: 8-5
25
110) Another name for content marketing is:
A) branded content.
B) sponsored content.
C) location-based advertising.
D) social content.
Answer: A
Difficulty: Easy
Objective: 8-5
111) Advertising to consumers where they are located through their mobile device is called:
A) branded content.
C) location-based advertising.
D) behavioral targeting.
Answer: C
Difficulty: Easy
Objective: 8-5
112) Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to
specials being offered. The app also identifies the nearest locations and directions to get there.
This is an example of:
A) branded content.
C) geo-targeting.
Answer: C
Objective: 8-5
113) Geo-targeting is a very attractive digital strategy for restaurants because research by
Nielsen revealed that ________ percent of Smartphone users had conducted a restaurant search
on their mobile device.
A) 50
B) 65
C) 80
D) 95
Answer: D
Objective: 8-5
26
114) If someone in Chicago who has given permission receives a targeted message on his mobile
device, it is which location-based advertising method?
A) Audience targeting
B) Geo-aware advertising
C) Geo-fencing
D) Geo-targeting by DMA
Answer: D
Objective: 8-5
115) Targeting consumers around a specific retail location on their mobile devices is the
location-based advertising method of:
A) audience targeting.
B) geo-aware advertising.
C) geo-fencing.
D) geo-targeting by DMA.
Answer: C
Objective: 8-5
116) Which method of location-based advertising often couples third-party demographic data or
transactional data with geo-location around a specific retail outlet?
C) Geo-fencing
Answer: C
Objective: 8-5
117) Restaurants typically use the ________ method of location-based advertising.

A) audience targeting
B) geo-aware advertising
C) geo-fencing
D) geo-targeting by DMA
Answer: B
Objective: 8-5
27
118) Using real-time location data to deliver advertising messages based on a person's proximity
to a retailer's location is:
C) geo-fencing.
D) geo-targeting by DMA.
Answer: B
Objective: 8-5
119) Which location-based advertising method incorporates audience behaviors and

characteristics to reach individuals on their mobile devices with the exact brand and nature of the
ad determined by the person's location?
C) Geo-fencing
Answer: A
Objective: 8-5
120) Utilizing web data to target individuals the most likely to purchase a product is:
C) geo-fencing.
Answer: D
Objective: 8-5
121) Behavioral targeting can occur in all of the following ways, except based on:
A) pages a person visits on the internet.
B) keyword searches or internet content read.
C) past visits from other individuals to a website.
D) a person's location and past purchase history.
Answer: D
Objective: 8-5
28
122) The most common form of behavioral targeting involves:
A) tracking the pages a person visits on the internet.
B) the keywords individuals type into search engines.
C) past visits from other individuals to a website.
D) branded content read by an individual on the internet.
Answer: A
Objective: 8-5
123) Shane has been using Google to search the internet for sports equipment. The next time he
logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what
he had examined previously. This form of online advertising is:
C) geo-fencing.
Answer: D
Objective: 8-5
124) The following statements about video tactics on the Web are true except:
A) recall and ad likeability is higher for web videos than television ads.
B) 75 percent of the U.S. population now watch online videos.
C) the average amount of time consumers view online videos is greater than for television ads.
D) video ads spending is currently growing 20 percent to 40 percent per year.
Answer: B
Objective: 8-5
125) The best position for video ads to maximize click-through rate is:
A) pre-roll.
B) mid-roll.
C) post-roll.
D) either mid-roll or post-roll.
Answer: C
Objective: 8-5
29
126) The best position for video ads to maximize impressions is:
A) pre-roll.
B) mid-roll.
C) post-roll.
Answer: A
Objective: 8-5
127) The best position for video ads to maximize watching the entire ad is:
A) pre-roll.
B) mid-roll.
C) post-roll.
Answer: B
Objective: 8-5
128) Samsung's marketing team wants to increase impressions and enhance ad recall. The best
position for Samsung's video ads is:
A) pre-roll.
B) mid-roll.
C) post-roll.
Answer: A
Objective: 8-5
129) HP's marketing team wants to increase brand recognition and enhance brand image. The
best position for HP's video ads is:
A) pre-roll.
B) mid-roll.
C) post-roll.
Answer: B
Objective: 8-5
30
130) American Eagle's marketing team wants to create a direct-response advertising message
designed to encourage individuals to access the retailer's website. The best position for American
Eagle's video ads is:
A) pre-roll.
B) mid-roll.
C) post-roll.
Answer: C
Objective: 8-5
131) Duracell has posted on its YouTube channel videos telling the personal story of firefighters
and other emergency personnel. Which video digital marketing tactic is Duracell using?
A) Creating video ads
B) Posting of television ads
C) Producing cause-related videos
D) Producing information videos
Answer: C
Objective: 8-5
132) In terms of online metrics, dwell rate measures the:

A) proportion of ad impressions that result in users clicking an advertisement.
B) proportion of ad impressions that result in users mousing over the ad.
C) proportion of ad impressions that result in users either clicking on an advertisement or
mousing over the ad.
D) amount of time individuals spend with an advertisement.
Answer: C
Objective: 8-5
133) In terms of online metrics, dwell time measures the amount of time individuals spend:
A) searching for a particular product using a search engine.
B) clicking or mousing over a link.
C) on a website.
D) with an advertisement.
Answer: D
Objective: 8-5
31
134) To be effective, blogs should be updated regularly, which means on the average:
A) once a day.
B) once a week.
C) two to three times a week.
D) two to three times a month.
Answer: C
Objective: 8-5
135) To be effective, email or online newsletters should be updated regularly, which means
posting of new material a minimum of:
A) once a week.
B) two to three times a week.
C) two to three times a month.
D) once a month.
Answer: D
Objective: 8-5
136) Successful email marketing campaigns must include all of the following except:
A) search engine optimization to draw individuals to the website.
B) integration with the other marketing channels.
C) a basis in web analytics.
D) correlate with the firm's website.
Answer: A
Objective: 8-5
137) An email campaign works most effectively when:

A) consumers perceive it as "acceptable" spam.
B) messages resemble the information on the company's website and in company advertisements.
C) it targets infrequent purchasers.
D) it contains customer-generated reviews.
Answer: B
Objective: 8-5
32
138) For email campaigns, web analytics is the process of analyzing all of the following except:
A) where consumers went on a brand's website.
B) what consumers did within the website.
C) how the individual feels about the website.
D) what other sites were visited by the individual.
Answer: C
Objective: 8-5
139) Of the following market segments, the best to target with an email campaign would be
individuals:
A) within a specific geographic area around a retail store.
B) who had purchased a competing brand.
C) who had visited a website for the first time.
D) who had abandoned a shopping cart with items in it.
Answer: D
Objective: 8-5
140) Marketers must now develop different digital marketing strategies for each type of screen.
Answer: FALSE
Objective: 8-5
141) Interactive marketing is the development of marketing programs that create interplay
between consumers and businesses rather than simply sending messages to potential customers.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
142) The internet is the ideal medium for interactive marketing because of the low cost per
contact.
Answer: FALSE
Objective: 8-5
33
143) In interactive marketing, software can be used to analyze an individual's web activity and
then customize marketing communications and offers.
Answer: TRUE
Objective: 8-5
144) Interactive marketing emphasizes the targeting of individuals with personalized

information, and engages the customer with the product and company in some way.
Answer: TRUE
Objective: 8-5
145) According to Marketing Zen's Shama Kabani, developing an interactive marketing strategy
begins by identifying the one word your brand stands for.
Answer: FALSE
Objective: 8-5
146) According to Marketing Zen's Shama Kabani, customers engage with brands they trust.
Answer: TRUE
Objective: 8-5
147) Content marketing consists of sending useful information to customers through either text
messages or email.
Answer: FALSE
Objective: 8-5
148) Branded content consists of providing useful information and product-use solutions to
potential and current customers.
Answer: TRUE
Objective: 8-5
34
149) Experts believe branded content pages on the web should be changed or updated daily to
improve its relevance to consumers and to increase search results.
Answer: FALSE
Objective: 8-5
150) The advantage of using sponsored content is that companies have more control over the
content than with the company's branded content.
Answer: FALSE
Objective: 8-5
151) Sponsored content produces significantly better results than a brand having its own branded
content.
Answer: FALSE
Objective: 8-5
152) Geo-targeting is a form of mobile marketing that involves identifying retail outlets for
consumers who wish to shop at a brick-and-mortar store.
Answer: FALSE
Objective: 8-5
153) The marketing team at Starbuck's could use location-based advertising to send coupon
offers to individuals that are located within a few blocks of a Starbuck's outlet.
Answer: TRUE
Objective: 8-5
154) The most common form of location-based advertising is geo-fencing.

Answer: FALSE
Objective: 8-5
35
155) With mobile advertising, geo-fencing utilizes real-time location to deliver advertising
messages based on a person's proximity to a retail business.
Answer: FALSE
Objective: 8-5
156) With mobile advertising, audience-data targeting incorporates audience behaviors and
characteristics to reach individuals within a specified geographic area.
Answer: TRUE
Objective: 8-5
157) Behavioral targeting utilizes a person's browsing behavior to determine the ad that will be
seen.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
158) Jim has been on the internet searching for a boat and reading about the various brands. An
ad pops up on the computer screen advertising a particular brand. This is an example of geo-
targeting based on keyword searches or content read.
Answer: FALSE
Difficulty: Easy
Objective: 8-5
159) Approximately 75 percent of the U.S. population now watches videos on the internet.
Answer: FALSE
Objective: 8-5
36
160) While video watching on the internet has exploded in recent years, the average time
consumers spend watching video ads on the internet is still less than the average time viewing
ads on television.
Answer: FALSE
Objective: 8-5
161) Recall, ad likeability, and completion rate are all higher for video ads on the internet than
for television ads.
Answer: TRUE
Objective: 8-5
162) If Toyota's marketing team wants to increase click-through rates for the company's video
ads on the internet, they should use post-roll ads.
Answer: FALSE
Objective: 8-5
163) When using video ads, post-roll location-based ads are best for creating impressions or
enhancing recall.
Answer: FALSE
Objective: 8-5
164) The primary motive for a company to post cause-related videos on its brand channel is to
generate goodwill with consumers.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
37
165) Instead of writing product reviews, many consumers now post video reviews of products
and brands.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
166) Dwell time measures the percentage of impressions that result in users clicking on an online
ad or mousing over the ad.
Answer: FALSE
Objective: 8-5
167) Dwell time is higher but dwell rate is lower when video ads are placed beside content on a
website.
Answer: FALSE
Objective: 8-5
168) Blogs are often an effective way to engage with customers and potential customers.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
169) Company leaders should never respond to negative comments posted to blogs because
doing so gives the comment credibility.
Answer: FALSE
Objective: 8-5
170) In order to ensure a positive brand image is developed through a company-sponsored blog,
it is important to monitor and filter out negative comments made by customers.
Answer: FALSE
Objective: 8-5
38
171) A company-sponsored blog can provide valuable insights into how customers view the
company, its brands, and its products.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
172) Blogs can provide a small business with a relatively inexpensive way to communicate with
customers.
Answer: TRUE
Objective: 8-5
173) Online newsletters can be an effective way to engage consumers if the content is seen as
useful and beneficial.
Answer: TRUE
Difficulty: Easy
Objective: 8-5
174) Spencer Pools' marketing team has created a blog. To be effective, experts suggest that the
blog be updated with new material at least 5 to 6 times per week.
Answer: FALSE
Objective: 8-5
175) To be successful, an email marketing program does not need to be integrated with other
channels, because it is a stand-alone process.
Answer: FALSE
Objective: 8-5
176) Most consumers are tolerant of spam, which makes the creation of an email program easier.
Answer: FALSE
Objective: 8-5
39
177) Web analytics can analyze where consumers went on a brand's website, what they did
within the website, and what other websites were visited.
Answer: TRUE
Objective: 8-5
178) Web analytics allow a company to develop email campaigns that offer the greatest chance
of response.
Answer: TRUE
Objective: 8-5
179) Email marketing campaigns can be directed to consumers who abandon shopping carts
without making a purchase to offer additional incentives to complete the purchase.
Answer: TRUE
Objective: 8-5
180) The best practice for email campaigns is to target only individuals who have made a
purchase during the last year.
Answer: FALSE
Objective: 8-5
181) Describe the various types of digital marketing strategies available to brands.
Answer: Digital strategies include interactive marketing, content marketing, location-based
advertising, behavioral targeting, video strategies, blogs and newsletters, and email marketing
Objective: 8-5
40
182) What is interactive marketing and what are the primary interactive marketing programs?
Answer: Interactive marketing is the development of marketing programs that create interplay
between consumers and businesses rather than simply sending messages to potential customers.
Primary forms of interactive marketing include blogs, email marketing, email newsletters, social
networks, search engines, and viral campaigns.
Objective: 8-5
183) What is content marketing and what are the keys to its success?
Answer: Content marketing or branded-content, consists of providing useful information and
product-use solutions on the internet. Success depends on the information being useful to
consumers (or businesses), is authentic, is shareable, is integrated with the brands website and
social media components, and updated regularly.
Objective: 8-5
184) What is location-based advertising? Describe the various types.

Answer: Location-based advertising, or geo-targeting, involves reaching consumers where they
are located based on the GPS in their mobile phone. The various types are 1) targeting by DMAs,
2) geo-fencing targets consumers around a specific geographic location, 3) geo-aware utilizes
real-time location to deliver advertising messages, 4) audience-data targeting utilizes behaviors
and individual characteristics combined with location to target individuals, and 5) targeting by
city or zip code.
Objective: 8-5
185) What is behavioral targeting and what three methods are used?
Answer: Behavioral targeting uses web data to identify individuals most likely to make a
purchase. The three methods are 1) pages a person visits on the web, 2) keyword searches or
content read on the internet, and 3) past visitors to a site.
Objective: 8-5
186) What types of video tactics are available to firms?

Answer: Video tactics include 1) advertising on videos, 2) posting of television ads, 3) creating
informational videos, 4) producing cause-related videos, and 5) posting product reviews.
Objective: 8-5
41
187) What are the ingredients of a successful email campaign?
Answer: It is essential to:
• Integrate with other marketing channels
• Be based on web analytics
• Monitor future web analytics.
Objective: 8-5
188) The format of online spending in the United States with the highest expenditure is
________ ads.
A) media/video
B) banner
C) classified
D) search
Answer: D
Objective: 8-6
189) The newest online technology for banner advertising is:

A) automated exchange systems that provide precise targeting of ads to specific consumers.
B) embedded widgets that access dynamic content.
C) media/video ads capable of being downloaded by consumers.
D) search ads that can be displayed on cell phones.
Answer: A
Objective: 8-6
190) Mini-applications embedded in banner ads that permit consumers access to dynamic content
from external sources are called:
A) SEOs.
B) widgets.
C) automated exchange systems.
D) personalized URLs.
Answer: B
Objective: 8-6
42
191) Widgets are:
A) automated exchange systems that provide precise targeting of ads to specific consumers.
B) geo-targeted ads that result from search engine optimization programs.
C) personalized URLs that are preloaded with a customer's data.
D) mini-applications embedded in banner ads that permit consumers access to dynamic content.
from external sources.
Answer: D
Objective: 8-6
192) Online ads that are presented only to individuals who log on to a website within a particular
region are called:
A) targeted widgets.
B) location-based widgets.
C) automated exchange systems.
D) behavioral targeted applications.
Answer: B
Objective: 8-6
193) According to ComScore, Inc., 54 percent of online display ads are not seen. Reasons given
include all of the following except:
A) the ads are not tied to the correct search terms or the bidding is too low.
B) the ad was below the fold and individuals did not scroll down on the web page.
C) software installed by web users blocked the display ads.
D) malicious software makes the web think a person is seeing the ads.
Answer: A
Objective: 8-6
194) Using traditional media to promote and attract customers to a website is:
A) cyberbranding.
B) brand spiraling.
C) off-line branding.
D) viral marketing.
Answer: B
Objective: 8-6
43
195) Brand spiraling involves using:
A) various online advertising techniques to develop a brand.
B) interactive marketing methods to build Web traffic.
C) traditional media to promote and attract customers to a website.
D) viral and permission marketing coupled with database technologies.
Answer: C
Objective: 8-6
196) Brand spiraling is a(n):

A) online advertising technique to attract individuals to a website.
B) offline advertising technique to attract individuals to a website.
C) manufacturing technique that reduces the cost of an online operation.
D) branding campaign using both online and offline advertising techniques.
Answer: B
Objective: 8-6
197) Printing a brand's web address on a shopping bag used to carry merchandise sold at a brick-
and-mortar store is a form of:
A) brand reinforcement.
B) brand spiraling.
C) interactive marketing.
D) virtual marketing.
Answer: B
Objective: 8-6
198) Banner ads account for about half of all online advertising.
Answer: FALSE
Objective: 8-6
44
199) Online technologies allow company leaders to specify the target market they want to see a
banner ad, such as females, ages 50+ with incomes above $50,000.
Answer: TRUE
Difficulty: Easy
Objective: 8-6
200) Widgets are mini-applications embedded in a company's website to track a visitor's

movements and activities while on the site.
Answer: FALSE
Objective: 8-6
201) Widgets provide consumers with access to some form of dynamic content that is provided
within the firm's website, but hidden from the consumer.
Answer: FALSE
Objective: 8-6
202) The click-through rate for banner ads on major destinations is less than 1 percent.
Answer: TRUE
Objective: 8-6
203) To improve banner ad response rates, companies can use third-party tags that track ad
interactions, brand impact, and browsing behavior.
Answer: TRUE
Objective: 8-6
204) Brand spiraling is the practice of using interactive media to promote and attract consumers
to an online website.
Answer: FALSE
Objective: 8-6
45
205) Using the internet to promote and attract consumers to a particular website is brand
spiraling.
Answer: FALSE
Difficulty: Easy
Objective: 8-6
206) What is brand spiraling?

Answer: The practice of using traditional media to promote and attract consumers to a website.
Difficulty: Easy
Objective: 8-6
207) Search engine optimization is the process of:

A) increasing the probability of a particular company's website emerging from a search.
B) maximizing paid search advertising.
C) finding the best words to maximize organic searches.
D) using a search engine as the front door to a company's website.
Answer: A
Objective: 8-7
208) The majority of all web traffic begins at a(n):

A) company's front page.
B) individual's email site.
C) neutral site.
D) search engine.
Answer: D
Objective: 8-7
209) Search engine optimization can be reached in all of the following ways except:
A) paid search insertions on search engines.
B) paid banner ads on other companies' websites.
C) increase identification through the natural, or organic, emergence of a site on a search engine.
D) paid search ads.
Answer: B
Objective: 8-7
46
210) The best and most effective search engine optimization method is:
A) paid search insertions on search engines.
B) paid banner ads on other companies' websites.
C) identification through the natural, or organic, emergence of a site on a search engine.
D) paid search ads.
Answer: C
Objective: 8-7
211) Companies can enhance the SEO results with paid search insertions by:
A) placing the ads on the first page that comes up when a search is initiated.
B) developing a cooperative program with the search engine companies.
C) registering with various search engines in order to have the site indexed.
D) developing key words and phrases that will increase organic search results.
Answer: C
Objective: 8-7
212) The click-through rate for online advertising is around 0.2 percent; for search advertising,
the click-through rate is approximately ________ percent.
A) 1.5
B) 3
C) 5
D) 8
Answer: C
Objective: 8-7
213) A ComScore study revealed that paid search ads have a positive impact on all of the
following except:
A) brand awareness.
B) brand image.
C) purchase intentions.
D) brand perception.
Answer: B
Objective: 8-7
47
214) The largest category of online advertising expenditures is for search engines.
Answer: TRUE
Objective: 8-7
215) A search engine is the primary method most consumers use to discover new websites and to
search for information.
Answer: TRUE
Difficulty: Easy
Objective: 8-7
216) The majority of web traffic begins at a search engine.

Answer: TRUE
Objective: 8-7
217) Search engine optimization is the process of placing advertisements on search sites.
Answer: FALSE
Objective: 8-7
218) One method of search advertising is through paid search insertion ads that appear on the
computer screen when certain products or information is sought through typing in key search
words.
Answer: TRUE
Objective: 8-7
219) Organic, or natural emergence of a website on a search engine can be enhanced through
paid search insertions through search engines, such as Google.
Answer: FALSE
Objective: 8-7
48
220) Of the three methods of search engine optimization, the most effective is paid search ads.
Answer: FALSE
Objective: 8-7
221) It can take months or years to get to the top of an organic search through SEO efforts.
Answer: TRUE
Objective: 8-7
222) What is search engine optimization and how is it achieved?

Answer: SEO is the process of increasing the probability of a particular company's website
emerging from a search. It is achieved in three ways:
1. paid search insertions
2. organic, or natural, listings from identification of key terms
3. paid search ads
Objective: 8-7
223) While e-commerce can increase international orders, many are turned away primarily
because the company:
A) does not understand the culture.
B) is focused on domestic business.
C) does not have a process in place to fill the order.
D) does not have an established global brand name.
Answer: C
Objective: 8-8
224) All of the following are problems faced in international e-commerce except:
A) cultural differences.
B) global shipping and infrastructure deficiencies.
C) varying degree of internet capabilities.
D) population shifts within other countries.
Answer: D
Objective: 8-8
49
225) In terms of international e-commerce, large merchandise is normally shipped by:
A) the company selling the merchandise.
B) shipping companies such as DHL, FedEx, or UPS.
C) freight forwarders.
D) the company purchasing the merchandise.
Answer: C
Objective: 8-8
226) Cultural adaptation software has been developed that:

A) performs a literal translation of an English website into other languages.
B) adapts websites to new countries.
C) cross sells merchandise to major customers.
D) reduces international spam.
Answer: B
Objective: 8-8
227) One of the advantages of e-commerce over brick-and-mortar stores is the ability to reach
consumers around the globe.
Answer: TRUE
Difficulty: Easy
Objective: 8-8
228) While the internet makes it possible to reach customers anywhere in the world, many
companies turn away from international orders because they do not have processes in place to fill
them.
Answer: TRUE
Objective: 8-8
229) Cultural adaptation software makes it possible to tailor a website to individual countries.
Answer: TRUE
Objective: 8-8
50
230) Software, internet incompatibilities, and technical problems make international e-commerce
more difficult.
Answer: TRUE
Difficulty: Easy
Objective: 8-8
231) The internet bandwidth used by countries around the world has now been standardized
allowing for easier global e-commerce activities.
Answer: FALSE
Objective: 8-8
51
Another random document with
no related content on Scribd:
down there, but a whole battalion of men. The fires were fiercely
glaring from a long row of furnaces, and over them were eight huge
boilers.”
The accompanying picture, which is taken from a lithograph
printed in 1855, shows two of the finest contemporary Mississippi
steamboats. The Eclipse was propelled by a high-pressure engine
with a single cylinder, the paddle-wheels being 40 feet wide. Her two
boilers were placed forward about 3½ feet above the deck, having
internal return tubes, such as we discussed at an earlier stage. The
waste gases returned through the tubes and escaped through the
funnels, which rose 50 feet above the hurricane deck. This ship only
drew 5 feet, and measured 360 feet long and 42 feet wide, whilst the
hull was 8 feet deep. For fuel, rosin and pitch pine as well as coal
were used. Mark Twain has left us some details of the keenness with
which these and similar Mississippi steamboats used to race.
“In the olden times,” he wrote, “whenever two fast boats started
out on a race, with a big crowd of people looking on, it was inspiriting
to hear the crews sing, especially if the time were night-fall, and the
forecastle lit up with the red glare of the torch-baskets. Racing was
royal fun. The public always had the idea that racing was dangerous;
whereas the opposite was the case.... No engineer was ever sleepy
or careless when his heart was in a race. He was constantly on the
alert, trying gauge-cocks and watching things. The dangerous place
was on slow, plodding boats, where the engineers drowsed around
and allowed chips to get into the ‘doctor,’ and shut off the water
supply from the boilers. In the ‘flush times’ of steam-boating, a race
between two notorious fleet steamers was an event of vast
importance.... Every encumbrance that added weight, or exposed a
resisting surface to wind or water, was removed.... When the Eclipse
and the A. L. Shotwell ran their great race many years ago, it was
said that pains were taken to scrape the gilding off the fanciful device
which hung between the Eclipse’s chimneys and that for one trip the
captain left off his kid gloves and had his head shaved. But I always
doubted these things.”
In 1870 the Natchez ran from New Orleans to Natchez, a
distance of 268 miles, in seventeen days seventeen hours. The most
famous race of all, and one that created national interest, was that in
the year 1870, between the Robert E. Lee and the Natchez, from
New Orleans to St. Louis, a distance of 1,218 miles. The former
covered the journey in three days eighteen hours fourteen minutes,
the latter in three days twenty-one hours fifty-eight minutes, but the
officers of the Natchez claimed seven hours for having had to stop
through fog, and repairs to the machinery.
But let us pass further North. The Hudson has, since the time of
Fulton, been famous for its steam-craft, and the impetus which
necessarily followed after the success of the Clermont, and her
successors, has not yet ceased to exist. As representative of the
Hudson River type of boats in vogue during the ’sixties, the model of
the steamer Empire facing page 258 is not without interest, since it
shows, the half-way transition between the Clermont and the ultra-
modern built-up ship as in the illustration facing page 262. Like her
other sisters, the Empire, it will be seen, has a very light draught,
and a characteristic feature of the development of the North
American passenger side-wheel steamer is here to be noted in
embryo, and as pushed to its furthest limits, in the case of the
Commonwealth. I am calling attention to the manner in which the
American custom extends the steamship’s sponsons or “guards” (as
they are called). In a British paddle-wheel steamer, such as one finds
employed on passenger or tug service, the sponsons are quite short.
(This can easily be seen by reference to the Dromedary opposite
page 240.) But the American fashion is to allow these not to end
suddenly, but gradually fine off at bow and stern so that the deck is
carried well out-board. Forward is the pilot house, the passenger
accommodation being provided in the centre of the “guard” deck and
upper deck. The length of this vessel was 336 feet, whilst the
breadth of the hull proper was 28 feet, though including “guards” 61
feet. In many of the Hudson steamers the strange sight is still seen
of the use of the old walking-beam which penetrates through the top
of the deck. As we have already discussed this elsewhere, it is
scarcely necessary here to refer to it further, but the sectional model
illustrated opposite this page will show quite clearly this principle.
THE “COMMONWEALTH.”
BEAM ENGINE OF AN AMERICAN RIVER STEAMER.

From the Sectional Model in the Victoria and Albert Museum.
One of the best known steamship companies in the United
States is the Fall River Line, belonging to the New England
Navigation Company. The Fall River Line runs from New York to
Boston, and their vessels are of exceptional interest as being
propelled by paddle-wheels notwithstanding that their size is in some
cases of from four to six thousand tons. Characteristic, too, is the
extent to which the decks tier aloft and spread out beyond the hull of
the ship. Among their fleet may be reckoned the Priscilla, Puritan,
and Providence, vessels which vary in length from over, to just
under, 400 feet, with a beam of about 50 feet, but including “guards”
about another 30 feet. Opposite this page will be seen the
Commonwealth, the flagship of this celebrated fleet, and the most
modern. Instead of the paddle-boxes rising to a great height, they
are absorbed by the excessive amount of top-hamper. To such an
extent, also, has the widest beam of the ship been pushed that the
paddle-wheels are scarcely discernible, being quite underneath the
“guards,” instead of projecting from the hull. The Commonwealth
plies between New York and Boston via Newport and the Fall River,
and is the largest and most magnificent steamship built for service
on inland waters. Some idea of her value may be gathered when we
remark that she cost £400,000 to build. It will be seen that she has
been given a high bow, for the reason that she must be a good sea-
boat, since part of her route is exposed to the Atlantic. She is 456
feet long, 96 feet wide (reckoning in the “guards”), and has sleeping
accommodation for two thousand people. This voyage is performed
in about twelve hours, mostly by night, from New York to the Fall
River, and the retention of the paddle-wheel gives an absence of
vibration, and enables the nerve-wrecked citizen to sleep as
peacefully as on shore. The Commonwealth is steady in a sea-way,
and has pushed the cult of luxury just about as far as it can go, whilst
yet retaining any of the accustomed characteristics of the ship.
Practically these craft are remarkably up-to-date hotels moved by a
pair of paddle-wheels. Replete with their barber’s shops, cafés,
libraries, saloons, orchestra, galleries, stairways, dining-rooms,
spacious bedrooms, kitchens, and other features too numerous to
mention, they are representative afloat of the prevailing passion
ashore for luxury and personal comfort. The Commonwealth, like her
sisters of the same fleet, is built of steel, and for greater safety she
has seven bulkheads, which extend to the main deck, and are so
installed that no carelessness can leave the doors open. Her hull is
double and the space between the bottoms is divided into numerous
water-tight compartments, whilst collision bulkheads are also placed
at each side of the steamer at the “guards.” Her speed is twenty-two
knots per hour, which is obtained by compound engines, with two
high-pressure cylinders. The paddle-wheels are of the feathering
type, with curved steel buckets, and in addition to the usual steam
pumps, there is a large pump for use on the fire-sprinkler system
which covers the whole interior of the ship. The ship has a powerful
search-light, and an electric lift to the kitchen. In case both her
steam-steering and hand-gear should get out of order the ship can
be steered by independent auxiliary gear attached direct to the
rudder stock.
Having regard to the fact that it was North America which played
so prominent a part in the history and introduction of the steamship,
it is by no means unfitting that that country should also have
developed the paddle-wheel steamboat to an extent that is entirely
unknown in Great Britain. The difference in types is partly owing to
the difference in tastes and habits between the two peoples, but also
owing to the contrast in geographical arrangement. We in England
have nothing comparable with the Hudson, for instance, and its fine,
long sweep of navigable water; nor with the vast American Great
Lakes, which, in a unique manner, have held out a special kind of
encouragement to the steamship. As carriers not merely of cargoes,
but also of passengers, especially during the tourist seasons, the
steamships on the Great Lakes have attained the character rather
analogous to the ocean liner than to the inland steamboat. The spirit
of luxury is not concealed in these Lake liners, and some idea of one
of the two-funnelled passenger steamboats now plying on the Great
Lakes of America may be seen in the illustration facing this page of
the City of Cleveland. The two characteristics already noted in the
case of the Hudson and the Fall River steamships will here be
noticed still further. We refer to the extent of the added decks, and to
the increased beam which is given to the ship by means of the
“guards.”
THE “CITY OF CLEVELAND.”
AN AMERICAN “WHALE-BACK” STEAMER.

But perhaps the most extraordinary looking American steamship
is the well-known “whale-back” which is in use on the Great Lakes as
a cargo-carrier. Practically speaking she is just a whale-like steel
tank with an engine and propeller at the stern. Anything but comely
in appearance, she is something of the American counterpart of the
British turret-ship, but with one difference. The American type has no
turret, but is just a long curved box with two comparatively small
erections at bow and stern respectively, as will be seen by examining
the photograph of one of these vessels reproduced opposite page
264. But the design of these Lake steamers is to carry the largest
amount of cargo with the lowest registered tonnage, and this object
is attained with satisfactory results, for there is scarcely any space at
all in the ships but is thus employed.
And with this we may bring our chapter to an end. We have now
seen the rise, the gradual growth, and the specialisation of the
steamship in many ways, and in many different localities whenever
employed as a commercial money-earning concern. But the
steamship, like the sailing ship, is not exclusively employed either for
commerce or for war. With the latter kind of ships we have in the
present volume no concern; but with regard to the development of
the steam yacht we shall now have something to say.
CHAPTER X
THE STEAM YACHT
That the steamship should become for the sportsman what for
some time the sailing vessel had been was a natural prophecy. Even
if steam were not to oust the simpler craft, at least both might sail the
seas together without let or hindrance. But, of course, the old
prejudice asserted itself again in yachting just as we have so
frequently through the pages of this book seen that it did in the
evolution of the purely commercial and experimental ships.
The pioneer of the steam yacht was undoubtedly the late Mr.
Assheton Smith, of Tedworth, near Andover. A man of substantial
means, a keen sportsman, who was well-known among both hunting
and yachting men, he was rather more far-sighted than his
contemporaries, and considerably less prejudiced. He had owned a
number of sailing yachts, was a member of the Royal Yacht
Squadron, and had it in mind to extend the encouragement of the
sport also to vessels using steam. But to the select and conservative
minds of the Royal Yacht Squadron this was by no means a happy
suggestion, and they promptly showed their resentment by passing a
resolution on May 5th, 1827, to the effect that since a material object
of the club was to promote seamanship and improvements of sailing
vessels to which the application of steam-engines was inimical, no
vessel propelled by steam should be admitted into the club, and that
any member applying a steam engine to his yacht should cease to
be a member. As the late Mr. Montague Guest, in his history of the
Royal Yacht Squadron, remarked, this prejudice was no doubt
caused by the objectionable vomits of smoke which contemporary
steamers in that locality were wont to emit, so that the fair shores of
Southampton Water were polluted, and distant objects completely
obscured. Smith was taunted with the remark that in wishing to
introduce the steam yacht he was intending to make a connection
between business and pleasure, and this insult stung him so
severely that he eventually resigned his membership.
In August of 1827, the Northern Yacht Club offered at their
regatta a twenty guinea cup, to be awarded to the swiftest
steamboat, and so far as I am able to ascertain this was the first
occasion when steam craft ever raced against each other under
such conditions. Several steam vessel owners sent in their entries
for the race, and after an exciting contest for three hours round a
marked course, a paddle-ship, named the Clarence, won. This is
especially interesting, inasmuch as that boat had been engined by
the famous Robert Napier to whom we referred earlier in this book,
and in more ways than one this success led to considerable
success. The incident attracted the attention of Assheton Smith,
who, although he was then fifty years old, was fired with enthusiasm
over the possibilities of the new sport. He had already had five
sailing yachts built for him, and after resigning from the Royal Yacht
Squadron, wrote to Napier asking him to come south to his place
near Andover. Neither had met before, and the upshot of the
northerner’s visit was that he was commissioned to build a steam
yacht, the cost of which came to £20,000, Napier being given a free
hand in regard to her entire construction. A recent writer has seen fit
to remark that “no account exists of the first steam yacht built by Mr.
Smith,” so that it may be worth while to add that this vessel was
named the Menai, that she was built in the year 1830 and delivered
at Bristol. She measured 120 feet long and 20 feet wide, her tonnage
being 230, and her nominal horse-power 110. She was, of course, a
paddle-wheel craft and driven by Napier’s double side-lever engines,
of which we have already explained the detailed working. Those who
wish to see what this first historic steam yacht was like can examine
a model of her in the Glasgow Art Galleries.
The Menai turned out a great success, and so pleased was her
owner, that he commissioned Napier to build him another boat,
which was named the Glowworm, a vessel of 300 tons and 100
horse-power. She was made ready by 1838. Until Smith was eighty
years old the connection thus formed between the two men was
continued, and during the period of twenty or thirty years Napier built
quite a fleet of steam yachts for his patron. The Glowworm was
followed by the Fire King in 1839—this being a 700-ton ship and the
biggest of them all. Afterwards came at different dates three Fire
Queens (in honour of Queen Victoria, who had come to the throne
since the first steam yacht had been launched), the Jenny Lind, and
the Sea Serpent; the latter about 1851. The Fire King was designed
with hollow water-lines, and was a vessel possessing considerable
speed. Before her trials were run, Smith issued a public challenge in
Bell’s Life that she would run against any steamer then afloat, from
Dover Pier to the Eddystone Lighthouse and back, for 5,000
guineas, or even higher stakes if desired. One of the three Fire
Queens was the fastest vessel of any kind at that time, and
possessed the exceptional speed of 16 knots. This was the third
vessel of that name, and was built in 1846, her tonnage being 300
and her horse-power 120. She was driven by steeple engines which
actuated a screw, and the Admiralty thought so much of her that they
purchased her as a packet. Smith, however, did not like the screw,
and his next ship reverted to the use of paddle-wheels.
In 1844 the Royal Yacht Squadron began to climb down
gradually from their haughty position of serene isolation, for in that
year they showed some slight recognition of the steam yacht by
resolving that “no steamer of less than 100 horse-power should be
qualified for admission into, or entitled to the privileges of the
Squadron,” and in 1853 the last objection to the steam yacht was
withdrawn by the rescinding of all rules which prohibited her use.
Thereupon a number of the Royal Squadron members had auxiliary
engines fitted to their sailing craft, but by 1856 there were not more
than a score of steam-engined yachts as against seven or eight
hundred sailing ones. In 1868 a unique race, which excited some
derision at the time, was run between Lord Vane’s steam yacht
Cornelia and Mr. Talbot’s Eothen. During the early ’eighties many of
the non-racing yachts flying the Squadron’s colours, and used solely
for cruising, were either purely steam or auxiliary steam yachts. By
1883, out of 2,000 yachts no fewer than 700 were steam, which had
cost originally two and a half millions sterling. To such an extent had
this new development of the sport gone ahead that it was even
seriously suggested by the Field that ordinary cruising would be
extinguished by the steam yacht. During the ’eighties the number of
English steam yachts multiplied in all parts of the Kingdom owing to
several causes. The improvements which had been going on, as well
in the making of marine engines as in yacht building and designing,
were assisted by the more economical consumption of coal which
was now possible. But the sport of steam-yachting is entirely, by
reason of its nature and its costliness, confined to the rich man.
Apart altogether from the advantages which steam gives in that it
renders the yacht independent of calms and tides, yet it carries with
it especially a social feature. The influence of Cowes week, the
dispensing of hospitality, and the privilege of enjoying a floating
home anything but bereft of the highest comfort, must be reckoned
as among the potent factors of an extent equal to, if not greater than,
the sheer delight of voyaging from one port to another. Many steam
yachts spend their time within the comparatively sheltered waters of
the south coast of England, or the west coast of Scotland, perhaps
running out to the Riviera in December or January. But a few, such
as Lord Brassey’s celebrated Sunbeam, go round the world,
penetrate to the Arctic circle, cross the Atlantic, and go east through
the Suez Canal.
TYPICAL STEAM YACHT OF ABOUT 1890.
By permission of “The Yachting Monthly.”
For a long time the steam yacht naturally enough retained most
of the features of the sailing yacht. I say naturally, not merely
because steam was still distrusted, and, therefore, canvas was
retained, but because beauty of form and symmetry are demanded
more in the steam yacht than in the steamship designed for
commercial purposes. For the creators of steam yachts were rather
yacht-architects than steamship-designers. We have only to quote
the admirable work of such men as St. Clare Byrne and G. L.
Watson to emphasise this point. Indeed, with the exception of the
Triad, so recently added to the fleet of steam yachts, and to which
we shall refer fully in due course, the lines and general appearance
of the steam pleasure vessel is far more “yachty” than perhaps one
might have imagined would be the case, having regard to the
differences which have sprung up in the appearance of the
commercial steamship. The illustration on page 271, which is typical
of the steam yacht about the year 1890, shows how markedly the
influence of the clipper sailing ships of the ’sixties was at work. The
gilding at the bow, the figure-head, the fine entrance, and the
bowsprit have existed long after the latter was required for setting a
jib at the end of it. As a rule, the schooner rig has prevailed, though
some ocean-going steam yachts are rigged as barques, ships, and
barquentines. For long voyages between distant ports the retention
of the sail as a saving of the limited coal supply is but natural, and
also for the purpose of steadying the ship in a sea-way.
In the early days the steam yacht was usually of the type which
has one flush deck. But to-day she varies to the same extent as the
sailing yacht. Topgallant forecastles, quarter decks, bridge-houses,
awning decks, shade decks, spar decks, and many other features
have been added. Three masts have given way to two, and now only
one is being retained, and that merely for signalling purposes or for
wireless telegraphy. Formerly, the steam yacht was a long, narrow
creation carrying a considerable quantity of ballast, but to-day she is
given greater beam, and in many points is coming far more under
the sway of the ocean steamship than ever she has in the whole of
her history. The accommodation is being modified and improved,
and the elemental features are undergoing a change. Whereas the
older types carried their dining and drawing-rooms below, nowadays
these, as well as the state-rooms, are, whenever possible, placed on
the main deck. Much more room is afforded for promenade by the
adding of deck upon deck, and a noticeable characteristic of the
modern steam yacht is the extent to which the deck-house and pilot-
house have been carried. Like their bigger sisters, the steam yachts
of to-day are fitted with every thought for comfort. Electric light,
refrigerating plant, exquisite decorations, heating apparatus, search-
lights, and a thousand other details go to swell the long bill which
has to be paid for the private steamship.
The old square stern inherited from the Dutch, through the
British Navy of yesterday, and, finally, through the royal yachts, is
modified nowadays from a clumsiness to resemble more nearly the
counter of the smart sailing yacht. Ample overhang at bow and stern
gives both increased deck space and makes a drier ship, and at the
bows this additional room is advantageous for working the anchors.
As compared with the liner, the yacht has far more opportunities of
showing what a graceful creature the ship really is: for she has not to
rush across seas at break-neck speed, nor has she to waste her
internal space with accommodation for cargo and mails. She need
not clutter up her decks with clusters of derricks, but go about her
easy work in a quiet and dignified manner, not forgetting to look
pretty all the time. And yet she is able nowadays, by reason of her
size, to carry large enough quantities of water, coals and stores to
last her for lengthy voyages, independent of the shore. The question
of speed is subservient to fuel-endurance, and to get her owner and
his guests to their destination with the least degree of discomfort is
of far greater import than to set up new steaming records. She is a
good sea-boat, for she is not harassed by the limitations as to the
distribution of weights which have to be studied so closely in the
case of the liner. The single-screw is giving way to the twin-screw,
and the triple-expansion engine is usually adopted, with its absence
of any great vibration.
The steam yacht, has, however, found out the advantages of the
turbine, and the first to be fitted thus was the Emerald, built on the
Clyde in 1902 for Sir Christopher Furness. She has a Thames
measurement of 797, and is propelled by three separate propellers,
with their individual shafts actuated by three sets of turbine
machinery. Her speed is about 16 knots on an exceptionally low coal
consumption, and she showed her ability by crossing the Atlantic in
the year following her birth. The recent adaptation of the Parsons
turbine for moderate speeds, already discussed, will doubtless pave
the way for a much more general adoption of this form of propulsion
in the yacht. Otherwise speed in the steam yacht is a doubtful
advantage, for with reciprocating engines there is demanded a
greater amount of space which could be better used for extra cabin
room. Water-ballast and bilge-keels are used to a large extent, and
steel has long since proved its worth for the making of the hull as
well as many other features of the ship. Now that the engines of a
steam yacht have proved themselves to possess that reliability which
was for a long time not conceded, the need for sails, except for
steadying the ship, or, as already mentioned, for long ocean
voyages, has disappeared. It is much more common to see a steam
yacht given the rig as seen in the illustration on page 275, with stay-
sails and try-sails, than the yards and gaff-sails of yesterday. Indeed,
one might go so far as to assert that the retention of the two masts is
based on appearance more than with a view to utility.
A STEAM YACHT TO-DAY.
By permission of “The Yachting Monthly.”
THE RUSSIAN IMPERIAL YACHT “LIVADIA.”

From the Model in the Victoria and Albert Museum.
One of the most extraordinary steam yachts ever built was the
Livadia, of which a capital model is illustrated opposite page 276.
She was built in 1880 by Messrs. John Elder & Co. for the Russian
Admiralty. Her unusual design was based on the idea of a circular
floating battery invented by John Elder in the ’sixties, and
reintroduced by Admiral Popoff ten years later. From a technical
paper read some years ago by her builder, we gather that she was
constructed in accordance with Admiral Popoff’s designs to give 14
knots per hour. In case of her failing to come up to the required
standard, the Russian Admiralty were to be allowed to reject her.
Previous to her actual building, elaborate experiments took place
with a model, and both before and after the appearance of the ship
she was subject to considerable criticism, some of which, no doubt,
was owing to the radical departure from accepted custom. Her
builder described her as being turbot-shaped with a super-structure
which contained the Imperial apartments and the accommodation for
suite and crew. After her trials, she sailed from the Clyde to Brest in
fine weather. Thence she crossed the Bay of Biscay, and the bad
weather which had sprung up increased to a gale of exceptional
violence, which also afforded the most conclusive test for her
steadiness. It was found that she was wonderfully endowed with the
latter virtue, and that although she had been designed for service on
the Black Sea, she was able to take the seas of the Bay in a most
satisfactory manner. The height of the waves was adjudged by the
experts on board as being from twenty to twenty-five feet, but the
receding formation of the turbot had the effect of dividing the wave
against itself. In no case did the waves succeed in reaching the
keels of the ship’s boats hung in davits 22 feet above the load-line,
and although the table was loaded with candelabra and other easily
capsizable articles, the ship never lurched so as to send them
moving. It is true that when she put into Ferrol, owing to the
exhaustion of the crew, two of the thirty-seven cells on the external
rim of the turbot were damaged, yet this did not vitiate the general
principle of her construction. She was driven by three propellers and
three independent engines, and was easily handled. During the gale
she only required one man at the wheel. She displaced nearly 4,000
tons, measured 235 feet in length, 153 feet in extreme width, and
drew only 6½ feet.
Perhaps the one conspicuous example where the steam yacht
has been designed not by a yacht architect is in the case of the
steam yachts possessed by the Royalty of this land, and it is a
matter of regret that some of the worst and most old-fashioned
traditions should be perpetuated in what one would have expected to
have been the most up-to-date and efficient steam craft afloat. There
has ever been displayed in the royal steam yachts far more of the
Admiralty influence of yesterday than of the modern factors at work
in yacht-design. Grace and delicacy have been avoided for a kind of
clumsy impressiveness, and the worst features of the eighteenth and
early nineteenth centuries naval architecture are retained with a
surprising obstinacy. The heavy quarters and counter, the tasteless
display of external carving and gold leaf have had to make a
pretence of affording what should have come spontaneously from
the beauty of the vessel’s own lines. The Victoria and Albert,
launched a few years ago, is especially expressive of the defects
which she ought never to have exhibited. And the latest English royal
yacht which was launched in 1907, has but little character that is
superior to her predecessor. This Alexandra will be seen at her trials
in the illustration facing page 278. True, the heavy quarters have
been very much modified, but in any assemblage of steam yachts or
modern ocean-going steamships, she stands out less owing to her
inherent beauty, than for the impression of solidity which she
conveys. The Alexandra has a registered tonnage of 2,157, and is
driven by three turbines.
THE ROYAL YACHT “VICTORIA AND ALBERT.”
THE ROYAL YACHT “ALEXANDRA.”

From a Photograph. By permission of Messrs. A. & J. Inglis, Ltd.
The illustration of the Sagitta, facing page 280, is of particular
interest, for when she appeared in the summer of 1908, she was the
largest steam yacht ever built on the south coast. Constructed by
Messrs. Camper and Nicholson for the Duc de Valençay, she has a
Thames measurement tonnage of 757, and on her trials showed a
speed of 15·2 knots, which was 2·2 knots above that contracted for.
Steam yacht building has more usually been the work of the northern
yards. Two of her features are especially noticeable as showing a
divergence from the stereotyped design of the steam yacht. Firstly,
the three, and even two, masts, have gone altogether, and only one
is retained, in a most unusual position, for signalling purposes.
Secondly, her stern goes right away from the accepted clipper-bow-
plus-bowsprit end, although the yacht-like overhanging counter is
retained. In matters of this nature personal taste will enter quite
independent of the demands put forward by naval architecture, but it
can scarcely be said that this hybrid arrangement makes for beauty,
for the nice balance which is so significant a feature of the ends of a
yacht is here hardly possible. Much more acceptable is the design of
the Triad, which, amid considerable adverse criticism for her
originality, made her appearance in the summer of 1909. An
interesting photograph of this novel yacht appears opposite page
280, but it conveys little idea of her size. With her two funnels, her
straight stern and modified turtle-deck stern, she is a “whole-hogger”
as compared with the compromise which the Sagitta represents. In
the Triad the steam yacht breaks right away from accepted
conditions and shows the first real approach to the contemporary
ocean-going steamship. To some extent, no doubt, she exhibits
some resemblance to the well-known German Imperial steam yacht,
the Hohenzollern, but she is rather a deep-sea liner in miniature,
capable of going anywhere, and performing practically any service
which could be asked of her. She has been built on steamship lines
by a firm which, I believe, had never previously constructed a steam
yacht. Her size of 1,416 tons would alone make her interesting, but it
is her business-like appearance which causes her to be especially
noticeable. Her stem has come in for a good deal of criticism, some
of which is doubtless justifiable, but not a little is obviously based on
the fact that convention was thrown aside. It is claimed that the
clipper-stem is not merely advantageous in regard to looks, but
besides giving increased deck space where it is needed to work the
anchors, permits of a generous amount of flare to protect the fore
decks from water coming aboard. The older form also provides a
useful “false” end in the case of a ship colliding, while, on the other
hand, the straight stem possesses considerable merits for docking
and berthing in a congested harbour.
The Triad measures 250 feet long, between perpendiculars, and
35 feet wide, and is equipped with twin-screw engines, which give
her a speed of 16 knots. She has two double-ended boilers, and one
auxiliary boiler for driving the electric installation when in port. Some
of her minor features are sufficiently unusual to merit remark. Thus,
for instance, the windlass on her forecastle is fitted with a special
indicator which shows the amount of cable run out, and an
arrangement something similar in principle to that mentioned as
existing on liners is installed, whereby the engineer cannot easily
make a mistake in carrying out the captain’s orders from the bridge.
If the engines are going ahead the captain knows this by an electric
lamp which shows red; if they are going astern the lamp shows
green, the movement of the engines themselves indicating
automatically. In matters of personal comfort this miniature liner is
amply fitted. Besides the usual accommodation, she has dining-
room, drawing-room, music-room, maids’ room and ample
bedrooms, all upholstered and furnished with due regard to modern
luxury.
It would be impossible within the limits of our subject to refer in
detail to all those magnificent stately steam yachts which are afloat
in European and American waters. Such vessels as the Vanadis,
with her 1,233 tons (Thames measurement), triple-screws and triple
turbines built in 1908; the well-known Ioland, built for Mr. Morton F.
Plant of New York, by a Scotch firm; the Wakiva, twin-screw steam
yacht, the Lysistrata, the Liberty, are representative of the
magnificent fleet which has come into being so speedily, in spite of
the chilly reception and opposition which greeted the steam yacht
during the first half of the past century. The Liberty, something of
whose internal comfort we shall show in another chapter, is of 1,571

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Integrated Advertising Promotion and

Marketing Communications 7th Edition

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Integrated Advertising Promotion and Marketing

Advertising and Promotion An Integrated Marketing

Advertising and Promotion An Integrated Marketing

Advertising And Promotion An Integrated Marketing

Advertising And Promotion An Integrated Marketing

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BEAM ENGINE OF AN AMERICAN RIVER STEAMER.

AN AMERICAN “WHALE-BACK” STEAMER.

THE RUSSIAN IMPERIAL YACHT “LIVADIA.”

THE ROYAL YACHT “ALEXANDRA.”

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