Question 1

Which of the following is a disadvantage of using online press releases for PR?

Accepted Answer

A) They cannot disseminate information accurately. 
B) They are ineffective in targeting specific audiences. 
C) They are too expensive for most firms to consider. 
D) They cannot be picked up by major news services or online newspapers. 
A) They cannot disseminate information accurately. 
B) They are ineffective in targeting specific audiences. 
C) They are too expensive for most firms to consider. 
D) They cannot be picked up by major news services or online newspapers.

Question 2

Pay-per-click is an advertising revenue model where the advertiser is charged by the number of people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety.

Accepted Answer

A) True 
 B)False

Question 3

Advertising and brand placement within video games is called advergaming.

Accepted Answer

A) True 
 B)False

Question 4

In the context of social media advertising, paid media are advertisements that can be purchased on a social network or other digital platforms.

Accepted Answer

A) True 
 B)False

Question 5

The core of social media is:

Accepted Answer

A) consumer privacy and confidentiality. 
B) the convenience it provides to direct marketing. 
C) the security of individual and brand identity. 
D) individual empowerment and democratization of knowledge. 
A) consumer privacy and confidentiality. 
B) the convenience it provides to direct marketing. 
C) the security of individual and brand identity. 
D) individual empowerment and democratization of knowledge.

Question 6

A surfboard manufacturer decides to promote the sales of his product by offering discounts on the Internet via an email campaign.Consumers simply have to click on a link in the email, and they will be able to avail the offer.The advantage of using this technique is that it not only increases brand awareness for the company, but also:

Accepted Answer

A) measures the number of users who display interest in the site. 
B) provides information on the bounce rate. 
C) increases consumer loyalty toward the brand. 
D) acquires the consumers' email information and opt­in contact. 
A) measures the number of users who display interest in the site. 
B) provides information on the bounce rate. 
C) increases consumer loyalty toward the brand. 
D) acquires the consumers' email information and opt­in contact.

Question 7

One big advantage for advertisers using the Internet as their medium is that:

Accepted Answer

A) it is much more secure than traditional forms of media. 
B) consumers consider commercial messages via Internet to be more reliable. 
C) the format is unique and uncluttered because few commercial organizations use it. 
D) it is a precise way to target particular markets and narrow segments. 
A) it is much more secure than traditional forms of media. 
B) consumers consider commercial messages via Internet to be more reliable. 
C) the format is unique and uncluttered because few commercial organizations use it. 
D) it is a precise way to target particular markets and narrow segments.

Question 8

User-generated content is the same as consumer-generated media.

Accepted Answer

A) True 
 B)False

Question 9

The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process.This is due to the:

Accepted Answer

A) new and important opportunities for Web advertisers with respect to interactivity. 
B) frequency with which consumers check social media. 
C) sheer volume and popularity of going online in general. 
D) flexibility and deliverability of Web advertising. 
A) new and important opportunities for Web advertisers with respect to interactivity. 
B) frequency with which consumers check social media. 
C) sheer volume and popularity of going online in general. 
D) flexibility and deliverability of Web advertising.

Question 10

Which of the following is an example of site stickiness?

Accepted Answer

A) The official Facebook page of Peyton Inc.is under maintenance. 
B) A consumer visits his Facebook profile every evening after reading his emails. 
C) Fifty percent of the visitors to Peyton Inc's website move onto another site within 10 minutes of visiting the site. 
D) A consumer visits the Peyton Inc.website several times a day, and spends hours checking the new collection. 
A) The official Facebook page of Peyton Inc.is under maintenance. 
B) A consumer visits his Facebook profile every evening after reading his emails. 
C) Fifty percent of the visitors to Peyton Inc's website move onto another site within 10 minutes of visiting the site. 
D) A consumer visits the Peyton Inc.website several times a day, and spends hours checking the new collection.

Question 11

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part compares favorably with ads placed in traditional media.

Accepted Answer

A) True 
 B)False

Question 12

IBP communications through mobile devices achieve surprisingly high recall and effectiveness if the consumer prefers to enable location.

Accepted Answer

A) True 
 B)False

Question 13

How can an advertiser best leverage the power of E-search in advertising?

Accepted Answer

A) By making an ad that motivates consumers to use the Internet to obtain more information on a brand. 
B) By completely moving from traditional to digital advertising. 
C) By making social media app ads that tend to generate consumer loyalty toward a brand. 
D) By calculating the I­Traffic Index that computes a site's advertising value. 
A) By making an ad that motivates consumers to use the Internet to obtain more information on a brand. 
B) By completely moving from traditional to digital advertising. 
C) By making social media app ads that tend to generate consumer loyalty toward a brand. 
D) By calculating the I­Traffic Index that computes a site's advertising value.

Question 14

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) The marketers at Visualizers talk to Optima about banner ads that have created problems in the online market.Which of the following is likely to be a common problem when banner ads are placed on the websites of other firms?

Accepted Answer

A) They are easily imitated by competitors. 
B) They add to high advertisement clutter. 
C) They decrease Web page load times. 
D) Their effectiveness cannot be measured or tracked. 
A) They are easily imitated by competitors. 
B) They add to high advertisement clutter. 
C) They decrease Web page load times. 
D) Their effectiveness cannot be measured or tracked.

Question 15

Which of the following is true of Web 2.0?

Accepted Answer

A) It depends on mass collaboration as individuals simultaneously create value for themselves and others. 
B) It involves one-way messaging and online information retrieval. 
C) It cannot be used for addressing consumers during crisis management. 
D) It ignores consumer privacy and people feel unsafe in sharing information on the Internet. 
A) It depends on mass collaboration as individuals simultaneously create value for themselves and others. 
B) It involves one-way messaging and online information retrieval. 
C) It cannot be used for addressing consumers during crisis management. 
D) It ignores consumer privacy and people feel unsafe in sharing information on the Internet.

Question 16

Scenario 14-1
When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S.cities.One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally.The site which allows registered users to connect with friends and update their location receives over one million check-ins per week.When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences.The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.
-(Scenario 14-1) As the number of Foursquare users increases, so will the marketing efforts to appeal to the visitors of the site.Many of the site's users access the site via their cell phone, and companies are forced to create advertisements to fit these media channels.These advertisements are examples of:

Accepted Answer

A) intrusive marketing. 
B) mobile marketing. 
C) viral marketing. 
D) splash marketing. 
A) intrusive marketing. 
B) mobile marketing. 
C) viral marketing. 
D) splash marketing.

Question 17

enable users to post and read short messages, and the posters are restricted by the number of characters in the message.

Accepted Answer

A) Micro-blogs 
B) Add-ons 
C) Metafiles 
D) Widgets 
A) Micro-blogs 
B) Add-ons 
C) Metafiles 
D) Widgets

Which of the following is a disadvantage of using online press releases for PR?

Pay-per-click is an advertising revenue model where the advertiser is charged by the number of people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety.

Advertising and brand placement within video games is called advergaming.

In the context of social media advertising, paid media are advertisements that can be purchased on a social network or other digital platforms.

The core of social media is:

One big advantage for advertisers using the Internet as their medium is that:

User-generated content is the same as consumer-generated media.

The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process.This is due to the:

Which of the following is an example of site stickiness?

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part compares favorably with ads placed in traditional media.

IBP communications through mobile devices achieve surprisingly high recall and effectiveness if the consumer prefers to enable location.

How can an advertiser best leverage the power of E-search in advertising?

Which of the following is true of Web 2.0?

enable users to post and read short messages, and the posters are restricted by the number of characters in the message.

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

Filters

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

Which of the following is a disadvantage of using online press releases for PR?

Pay-per-click is an advertising revenue model where the advertiser is charged by the number of people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety.

Advertising and brand placement within video games is called advergaming.

In the context of social media advertising, paid media are advertisements that can be purchased on a social network or other digital platforms.

The core of social media is:

One big advantage for advertisers using the Internet as their medium is that:

User-generated content is the same as consumer-generated media.

The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process.This is due to the:

Which of the following is an example of site stickiness?

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part compares favorably with ads placed in traditional media.

IBP communications through mobile devices achieve surprisingly high recall and effectiveness if the consumer prefers to enable location.

How can an advertiser best leverage the power of E-search in advertising?

Which of the following is true of Web 2.0?

enable users to post and read short messages, and the posters are restricted by the number of characters in the message.

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

Filters