Question 1

Which of the following is meant to protect consumers from deceptive ads?

Accepted Answer

A)  Children's online privacy protection rule 
B)  Electronic communications privacy act 
C)  Can Spam 
D)  FTC act 
E)  Lanham act 
A)  Children's online privacy protection rule 
B)  Electronic communications privacy act 
C)  Can Spam 
D)  FTC act 
E)  Lanham act E

Question 2

___________________ must have official rules lasing the duration, can have no eligibility limits, must have a free method of entry (e.g. no purchase required) and provide prize and chance details:

Accepted Answer

A)  contests 
B)  widgets 
C)  SMS 
D)  third parties 
E)  sweepstakes 
A)  contests 
B)  widgets 
C)  SMS 
D)  third parties 
E)  sweepstakes E

Question 3

A file that is stored on someone's computer that both provides info and collects data is an:

Accepted Answer

A)  ad server 
B)  ad exchange 
C)  publisher 
D)  widget 
E)  supply side system 
A)  ad server 
B)  ad exchange 
C)  publisher 
D)  widget 
E)  supply side system D

Question 4

What is the main purpose of "Ad Choices"?

Accepted Answer

A)  serves ads to viewers 
B)  targets consumers for advertisers 
C)  allows brands to choose between ad choices 
D)  provides ad viewers with options for ads served to them 
E)  none of the above 
A)  serves ads to viewers 
B)  targets consumers for advertisers 
C)  allows brands to choose between ad choices 
D)  provides ad viewers with options for ads served to them 
E)  none of the above

Question 5

How does a company like SiteScout set up an advertising network? With what types of companies must they contract and what do they offer those companies?

Accepted Answer

Setting up an advertising network like S

Question 6

Which of the following requires marketers to keep consumer data out of the hands of hackers?

Accepted Answer

A)  Children's online privacy protection rule 
B)  Electronic communications privacy act 
C)  Can Spam 
D)  FTC act 
E)  Lanham act 
A)  Children's online privacy protection rule 
B)  Electronic communications privacy act 
C)  Can Spam 
D)  FTC act 
E)  Lanham act

Question 7

Which of the following is illegal in the US?

Accepted Answer

A)  Amazon tracking your eReading habits 
B)  Amazon failing to post a social media policy 
C)  Amazon failing to post a privacy statement 
D)  Amazon sending you unsolicited emails 
E)  Amazon selling merchandise from China 
A)  Amazon tracking your eReading habits 
B)  Amazon failing to post a social media policy 
C)  Amazon failing to post a privacy statement 
D)  Amazon sending you unsolicited emails 
E)  Amazon selling merchandise from China

Question 8

In which country must Google agree to destroy links to pages of those who petition to be forgotten?

Accepted Answer

A)  Venezuela 
B)  France 
C)  U.S. 
D)  Canada 
E)  Brazil 
A)  Venezuela 
B)  France 
C)  U.S. 
D)  Canada 
E)  Brazil

Question 9

Which of the following could be part of the supply side of an ad network?

Accepted Answer

A)  Coca cola.com 
B)  Nytimes.com 
C)  Snapchat 
D)  Census.gov 
E)  Google analytics 
A)  Coca cola.com 
B)  Nytimes.com 
C)  Snapchat 
D)  Census.gov 
E)  Google analytics

Question 10

The concept of fair use is related to which of the following issues?

Accepted Answer

A)  advertising regulation by FTC 
B)  self-regulation by ad industry 
C)  copyright protection 
D)  anti-trust rules 
E)  privacy regulation 
A)  advertising regulation by FTC 
B)  self-regulation by ad industry 
C)  copyright protection 
D)  anti-trust rules 
E)  privacy regulation

Question 11

Which of the following will NOT help you avoid tracking by marketers online?

Accepted Answer

A)  clearing cookie history 
B)  private browsing 
C)  agreeing to privacy policies 
D)  setting browser preferences 
E)  none of the above 
A)  clearing cookie history 
B)  private browsing 
C)  agreeing to privacy policies 
D)  setting browser preferences 
E)  none of the above

Question 12

Explain the difference between supply side platforms and demand side platforms.

Accepted Answer

Supply side platforms (SSPs) and demand

Question 13

Your social security number would be considered which of the following?

Accepted Answer

A)  third party data 
B)  widgets 
C)  PII1 
D)  PII2 
E)  second party data 
A)  third party data 
B)  widgets 
C)  PII1 
D)  PII2 
E)  second party data

Question 14

_____________ is when companies secretly gather online information from consumers by accessing their browser queries to see web sites consumers have visited.

Accepted Answer

A)  Google Analytics 
B)  history sniffing 
C)  sock puppeting 
D)  targeting 
E)  astro turfing 
A)  Google Analytics 
B)  history sniffing 
C)  sock puppeting 
D)  targeting 
E)  astro turfing

Question 15

Why do companies that advertise online need ad servers?

Accepted Answer

A)  because advertisers can't buy ads directly 
B)  ads are not available online from other sources 
C)  to track third party sites 
D)  to serve the customers well 
E)  to attract new clients 
A)  because advertisers can't buy ads directly 
B)  ads are not available online from other sources 
C)  to track third party sites 
D)  to serve the customers well 
E)  to attract new clients

Question 16

What is the difference between the FTC system for monitoring advertising communications and the industry self-regulation process? Which is more effective for competitors who want to stop others from running deceptive ads? Explain.

Accepted Answer

The FTC system for monitoring advertisin

Question 17

In which of the following cases was the marketer acting legally according to US law?

Accepted Answer

A)  a marketer providing cosmetic surgery services posted fake consumer reviews online and hired people to post testimonials. 
B)  a mommy blogger marketer posted positive reviews of a new wearable baby carrier on her site after receiving a free one and did not disclose the gift 
C)  a marketing company wrote a positive blog post about a new tech gadget and sent it to a blogger who posted it as his own. 
D)  a marketing company posted a privacy policy that indicated that it would NOT allow third parties to collect data, but then did so 
E)  a marketer failed to obtain double opt-in permission for a text message campaign 
A)  a marketer providing cosmetic surgery services posted fake consumer reviews online and hired people to post testimonials. 
B)  a mommy blogger marketer posted positive reviews of a new wearable baby carrier on her site after receiving a free one and did not disclose the gift 
C)  a marketing company wrote a positive blog post about a new tech gadget and sent it to a blogger who posted it as his own. 
D)  a marketing company posted a privacy policy that indicated that it would NOT allow third parties to collect data, but then did so 
E)  a marketer failed to obtain double opt-in permission for a text message campaign

Question 18

Which is legal?

Accepted Answer

A)  Papa John's sends text messages to potential customers 
B)  marketers run advertisements in gaming apps for children under age 10 
C)  marketers track customers online who have agreed to do business with another firm 
D)  online companies outside of California fail to have a posted privacy policy 
E)  marketers fail to abide by a cease and desist order from the FTC 
A)  Papa John's sends text messages to potential customers 
B)  marketers run advertisements in gaming apps for children under age 10 
C)  marketers track customers online who have agreed to do business with another firm 
D)  online companies outside of California fail to have a posted privacy policy 
E)  marketers fail to abide by a cease and desist order from the FTC

Question 19

Which of the following is an automated system for purchasing online ads?

Accepted Answer

A)  Programmatic buying 
B)  real time bidding 
C)  ad serving 
D)  widgets 
E)  more than one of the above is true 
A)  Programmatic buying 
B)  real time bidding 
C)  ad serving 
D)  widgets 
E)  more than one of the above is true

Question 20

Which body in the ad self-regulation process serves as a court to evaluate cases?

Accepted Answer

A)  FTC 
B)  NAD 
C)  NARB 
D)  CARU 
E)  FDA 
A)  FTC 
B)  NAD 
C)  NARB 
D)  CARU 
E)  FDA

Which of the following is meant to protect consumers from deceptive ads?

___________________ must have official rules lasing the duration, can have no eligibility limits, must have a free method of entry (e.g. no purchase required) and provide prize and chance details:

A file that is stored on someone's computer that both provides info and collects data is an:

What is the main purpose of "Ad Choices"?

How does a company like SiteScout set up an advertising network? With what types of companies must they contract and what do they offer those companies?

Which of the following requires marketers to keep consumer data out of the hands of hackers?

Which of the following is illegal in the US?

In which country must Google agree to destroy links to pages of those who petition to be forgotten?

Which of the following could be part of the supply side of an ad network?

The concept of fair use is related to which of the following issues?

Which of the following will NOT help you avoid tracking by marketers online?

Explain the difference between supply side platforms and demand side platforms.

Your social security number would be considered which of the following?

_____________ is when companies secretly gather online information from consumers by accessing their browser queries to see web sites consumers have visited.

Why do companies that advertise online need ad servers?

What is the difference between the FTC system for monitoring advertising communications and the industry self-regulation process? Which is more effective for competitors who want to stop others from running deceptive ads? Explain.

In which of the following cases was the marketer acting legally according to US law?

Which is legal?

Which of the following is an automated system for purchasing online ads?

Which body in the ad self-regulation process serves as a court to evaluate cases?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Filters

Exam 13: Legal Matters

Which of the following is meant to protect consumers from deceptive ads?

___________________ must have official rules lasing the duration, can have no eligibility limits, must have a free method of entry (e.g. no purchase required) and provide prize and chance details:

A file that is stored on someone's computer that both provides info and collects data is an:

What is the main purpose of "Ad Choices"?

How does a company like SiteScout set up an advertising network? With what types of companies must they contract and what do they offer those companies?

Which of the following requires marketers to keep consumer data out of the hands of hackers?

Which of the following is illegal in the US?

In which country must Google agree to destroy links to pages of those who petition to be forgotten?

Which of the following could be part of the supply side of an ad network?

The concept of fair use is related to which of the following issues?

Which of the following will NOT help you avoid tracking by marketers online?

Explain the difference between supply side platforms and demand side platforms.

Your social security number would be considered which of the following?

_____________ is when companies secretly gather online information from consumers by accessing their browser queries to see web sites consumers have visited.

Why do companies that advertise online need ad servers?

What is the difference between the FTC system for monitoring advertising communications and the industry self-regulation process? Which is more effective for competitors who want to stop others from running deceptive ads? Explain.

In which of the following cases was the marketer acting legally according to US law?

Which is legal?

Which of the following is an automated system for purchasing online ads?

Which body in the ad self-regulation process serves as a court to evaluate cases?

The New Digital Landscape

Identifying Customers

Discovering Insights

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Filters