Exam 14: Media Planning Advertising and Ibp in Digital and Social Media

Scenario 14-4 Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years.It is a successful business that works with art stores around the nation.Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.It has aimed for a 9 percent profit from Internet sales by the end of next year. -(Scenario 14-4) Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads.Optima will then have to pay only if a user visits the link.In this case, Visualizers is referring to the model of advertising payment.

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(Multiple Choice)

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Question 1

Correct Answer:

Verified

Online advertisers want to know where and why consumers go online, and how that relates to where they go offline.

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(True/False)

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Question 2

Correct Answer:

Verified

True

Explain the role of online privacy in social media advertising.What are cyber-identity theft and online resistance? How can they affect social media advertising? List out the ways in which individuals can protect themselves.What is the consequence of blocking websites that track your digital footprint?

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Question 3

Correct Answer:

Verified

It is key to explore consumer perception of both privacy and security because security refers to how safe the site or app is and privacy is more about how the host maintains consumer data and online consumer behavior.Establishing the highest standards for privacy and security are important for online brand managers.Doing so can help e- tailers make sure that they are accurately addressing concerns that their customers have that could prevent them from completing online transactions.
Cyberidentity theft is having one's identity stolen by online or digital means.It can inhibit some consumers from shopping and banking online.Online resistance is an attitude or behavior against the digital movement, at times.It can occur if consumers perceive that marketers and advertisers are trying to stomp on their sacred territory in the social media.Both of these can reduce online sales and transactions and thus the effectiveness of online advertising.
To protect their privacy, individuals can clear out needless cookies, read privacy policies, and pay attention to logos that show that a site has been endorsed or is a member of a third-party privacy endorser, known as a privacy seal.Though difficult to do, they can also keep a track of their digital footprint and choose to make their social media data private through the privacy settings of the websites.
People can choose to block websites that keep track of their online browsing data.This way their privacy will be more secure from unwanted intrusions.However, blocking these websites also means that fewer number of relevant or useful online ads will reach these people.

Scenario 14-4 Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years.It is a successful business that works with art stores around the nation.Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.It has aimed for a 9 percent profit from Internet sales by the end of next year. -(Scenario 14-4) Visualizers informs Optima that one way in which the pricing for the banner ads can be evaluated is by calculating the value created by the advertisement in terms of traffic, placement and size of ads, ad rates, and evaluations of the site's quality.This can be done by computing the for the ads.

(Multiple Choice)

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Question 4

On a cost-per-thousand (CPM) basis, the process of running Web ads:

(Multiple Choice)

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Question 5

One of the advantages of using social news sites is that:

(Multiple Choice)

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Question 6

Interstitial ads appear on a site after a page has been requested but before it has loaded, and stays onscreen long enough for the message to be registered.

(True/False)

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Question 7

In video sharing websites, unregistered users can watch videos already posted to the site, while registered users are permitted to upload videos and comment on other users' videos.

(True/False)

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Question 8

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services.But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses.When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent.According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers.Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand.One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) -(Scenario 14-3) An entrepreneur decided to get endorsed by a third-party facilitator to show his consumers that he believes in keeping their information confidential.He got a logo from the third-party facilitator showing that he had been endorsed.This logo is called a .

(Multiple Choice)

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Question 9

Email is one of the least expensive marketing tools and provides the highest return on investment relative to other forms of online marketing.

(True/False)

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Question 10

Which of the following is true of mobile marketing?

(Multiple Choice)

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Question 11

An Internet user wants to move from one website to a related one.She requests for the new page by clicking on a link, but an ad message flashes in front of her while she waits for the website to load.This is known as a(n) .

(Multiple Choice)

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Question 12

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services.But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses.When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent.According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers.Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand.One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) -(Scenario 14-3) A new business owner is looking into various forms of advertising.Of all the different forms, he seems to be most interested in advertising through interactive media.This may be because:

(Multiple Choice)

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Question 13

Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get down to work. -(Scenario 14-2) The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels.Part of the site is devoted to a full catalog that lists the company's titles currently in print, and other parts offer interactive activities, musings of well-known writers, and games involving mysteries to solve.This site is using to promote its novels.

(Multiple Choice)

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Question 14

Which of the following is an advantage of using online sales promotions?

(Multiple Choice)

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Question 15

Web 2.0 leaves no trail of digital footprints, and hides one's online activities from future employers, spouses, and parents.

(True/False)

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Question 16

Tina is playing Candy Crush on Facebook.All of a sudden, she gets a message saying that if she watches an ad, she can earn an extra life.This is an example of a(n) .

(Multiple Choice)

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Question 17

is an advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information.

(Multiple Choice)

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Question 18

An Internet user goes to a large portal, and types in a few key words.He receives a list of websites that might be of interest.Most often, the higher a site appears on the list, the more likely the user will visit that website.Therefore, advertisers want their websites to appear first.Which of the following concepts is described in this scenario?

(Multiple Choice)

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Question 19

Digital footprint is defined as your profile of personal information, accessible online to a spectrum of people.

(True/False)

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Question 20

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Online advertisers want to know where and why consumers go online, and how that relates to where they go offline.

On a cost-per-thousand (CPM) basis, the process of running Web ads:

One of the advantages of using social news sites is that:

Interstitial ads appear on a site after a page has been requested but before it has loaded, and stays onscreen long enough for the message to be registered.

In video sharing websites, unregistered users can watch videos already posted to the site, while registered users are permitted to upload videos and comment on other users' videos.

Email is one of the least expensive marketing tools and provides the highest return on investment relative to other forms of online marketing.

Which of the following is true of mobile marketing?

An Internet user wants to move from one website to a related one.She requests for the new page by clicking on a link, but an ad message flashes in front of her while she waits for the website to load.This is known as a(n) .

Which of the following is an advantage of using online sales promotions?

Web 2.0 leaves no trail of digital footprints, and hides one's online activities from future employers, spouses, and parents.

Tina is playing Candy Crush on Facebook.All of a sudden, she gets a message saying that if she watches an ad, she can earn an extra life.This is an example of a(n) .

is an advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information.

Digital footprint is defined as your profile of personal information, accessible online to a spectrum of people.

The World of Advertising and Integrated Brand Promotion

The Structure of the Advertising and Promotion Industry Advertisers Agencies Media and Support Organizations

The History of Advertising and Brand Promotion

Social Ethical and Regulatory Aspects of Advertising and Promotion

Advertising Integrated Brand Promotion and Consumer Behavior

Market Segmentation Positioning and the Value Proposition

Advertising Research

Planning Advertising and Integrated Brand Promotion

Managing Creativity in Advertising and Ibp

Creative Message Strategy

Executing the Creative

Media Planning Essentials

Media Planning Newspapers Magazines Tv and Radio

Sales Promotion Point-Of-Purchase Advertising and Support Media

Integrating Direct Marketing and Personal Selling

Public Relations Influencer Marketing and Corporate Advertising

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