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