Scenario 9-1 The Hottest Sites on the World Wide Web Can Attract

question 35

Multiple Choice

Scenario 9-1
The hottest sites on the World Wide Web can attract thousands of visitors. In one month alone, online dating service eHarmony had 3.2 million unique visitors and was the fifth most-visited online dating site. Consumer spending on online personals was $235.3 million in the first half of 2004, up from $214.3 million in the first half of 2003, according to the Online Publishers Association and comScore Networks. ("Friendster, eHarmony in matchmaking deal," Reuters, MSNBCOnline, November 30, 2004)
-(Scenario 9-1) Because eHarmony advertises heavily on television about the benefits of their service, and each ad sends consumers to their website

• A) consumers who actually go to the website are already interested in what eHarmony has to offer and eHarmony is engaging in permission marketing
• B) it is likely that eHarmony will have a problem being considered to be Spam
• C) eHarmony is not really making advertising use of the Internet
• D) eHarmony is engaging in "paid search"

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Definitions:

Colbert

Jean-Baptiste Colbert was a French politician who served as the Minister of Finances of France under King Louis XIV, known for his policies that promoted mercantilism and the development of French industries.

French West Indies

Refers to the French-speaking Caribbean islands, including Martinique and Guadeloupe, part of France's overseas regions and known for their cultural blend of French and Caribbean influences.

Fur Trade

The trading of animal pelts (especially beaver skins) driven by the demand for hats and other clothing items in Europe and North America.

Iroquois

The federation of six Native American nations, originally in the northeastern United States, known for their political union and significant cultural contributions.