Question 1

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.

Accepted Answer

A)  SERP 
B)  SEO 
C)  CPM 
D)  AOL 
A)  SERP 
B)  SEO 
C)  CPM 
D)  AOL

Question 2

Describe the history and development of internet advertising.

Accepted Answer

-Began in the United States with the fir

Question 3

When deciding which media to buy, consumers' level of trust in each medium is relatively unimportant; it is more about effectiveness.

Accepted Answer

A) True 
 B)False

Question 4

Sponsored content is now illegal, due to the required separation of editorial and advertising content.

Accepted Answer

A) True 
 B)False

Question 5

How can advertisers know whether they have made an effective advertising buy?

Accepted Answer

They can utilize the following paid medi

Question 6

How does paid inclusion occur?

Accepted Answer

A)  Text or display ads appear on the SERP. 
B)  An organization pays to be included in a searchable directory. 
C)  Sites receive guaranteed indexing in a search engine. 
D)  Google AdWords creates a customized, searchable ad. 
A)  Text or display ads appear on the SERP. 
B)  An organization pays to be included in a searchable directory. 
C)  Sites receive guaranteed indexing in a search engine. 
D)  Google AdWords creates a customized, searchable ad.

Question 7

Which of the following is true regarding advertising on the internet?

Accepted Answer

A)  Many of the best ideas have already been developed. 
B)  Anything goes, and novelty gains attention. 
C)  Owned media claims the lion's share of revenue. 
D)  Consumer trust levels have never been lower. 
A)  Many of the best ideas have already been developed. 
B)  Anything goes, and novelty gains attention. 
C)  Owned media claims the lion's share of revenue. 
D)  Consumer trust levels have never been lower.

Question 8

It is possible for an internet buy to be effective, but not efficient.

Accepted Answer

A) True 
 B)False

Question 9

Considering social ads, a "social graph" is synonymous with _______.

Accepted Answer

A)  business connections 
B)  friend connections 
C)  online popularity 
D)  number of "likes." 
A)  business connections 
B)  friend connections 
C)  online popularity 
D)  number of "likes."

Question 10

The best target audience for LinkedIn advertising is ________.

Accepted Answer

A)  widely dispersed millennials 
B)  narrowly targeted business professionals 
C)  Retirees over age 50 
D)  High-achieving teenagers 
A)  widely dispersed millennials 
B)  narrowly targeted business professionals 
C)  Retirees over age 50 
D)  High-achieving teenagers

Question 11

Regarding paid media, which of the following is most true?

Accepted Answer

A)  The term is synonymous with advertising. 
B)  The line between physical and digital platforms is blurring. 
C)  The medium is not the appliance. 
D)  All of the above are true. 
A)  The term is synonymous with advertising. 
B)  The line between physical and digital platforms is blurring. 
C)  The medium is not the appliance. 
D)  All of the above are true.

Question 12

The terms paid media and advertising should not be used interchangeably because they are not the same thing.

Accepted Answer

A) True 
 B)False

Question 13

Social networks contain all of the following unique aspects except ________.

Accepted Answer

A)  e-mail records 
B)  personal profile 
C)  data graph 
D)  interpersonal interaction data 
A)  e-mail records 
B)  personal profile 
C)  data graph 
D)  interpersonal interaction data

Question 14

Paid social media advertising is used for ________.

Accepted Answer

A)  building awareness 
B)  creating positive brand attributes 
C)  collecting valuable customer information 
D)  All of the above. 
A)  building awareness 
B)  creating positive brand attributes 
C)  collecting valuable customer information 
D)  All of the above.

Question 15

Reviewing the statistics for social media advertising, one can conclude that it is a promising and fast-growing media channel.

Accepted Answer

A) True 
 B)False

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.

Describe the history and development of internet advertising.

When deciding which media to buy, consumers' level of trust in each medium is relatively unimportant; it is more about effectiveness.

Sponsored content is now illegal, due to the required separation of editorial and advertising content.

How can advertisers know whether they have made an effective advertising buy?

How does paid inclusion occur?

Which of the following is true regarding advertising on the internet?

It is possible for an internet buy to be effective, but not efficient.

Considering social ads, a "social graph" is synonymous with _______.

The best target audience for LinkedIn advertising is ________.

Regarding paid media, which of the following is most true?

The terms paid media and advertising should not be used interchangeably because they are not the same thing.

Social networks contain all of the following unique aspects except ________.

Paid social media advertising is used for ________.

Reviewing the statistics for social media advertising, one can conclude that it is a promising and fast-growing media channel.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters

Exam 13: E-Marketing Communication: Paid Media

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.

Describe the history and development of internet advertising.

When deciding which media to buy, consumers' level of trust in each medium is relatively unimportant; it is more about effectiveness.

Sponsored content is now illegal, due to the required separation of editorial and advertising content.

How can advertisers know whether they have made an effective advertising buy?

How does paid inclusion occur?

Which of the following is true regarding advertising on the internet?

It is possible for an internet buy to be effective, but not efficient.

Considering social ads, a "social graph" is synonymous with _______.

The best target audience for LinkedIn advertising is ________.

Regarding paid media, which of the following is most true?

The terms paid media and advertising should not be used interchangeably because they are not the same thing.

Social networks contain all of the following unique aspects except ________.

Paid social media advertising is used for ________.

Reviewing the statistics for social media advertising, one can conclude that it is a promising and fast-growing media channel.

Past, Present, and Future

Strategic E-Marketing and Performance Metrics

The E-Marketing Plan

Global E-Marketing 30

Ethical and Legal Issues

E-Marketing Research

Consumer Behavior Online

Segmentation, Targeting, Differentiation, and Positioning Strategies

Product: the Online Offer

Price: the Online Value

The Internet for Distribution

E-Marketing Communication: Owned Media

E-Marketing Communication: Earned Media

Customer Relationship Management

Filters