Question 1

In social media, a representation of the user including name, image, and a list of interests is known as:

Accepted Answer

A) A web page 
B) A profile 
C) A smart list 
D) A news feed 
E) None of the above 
A) A web page 
B) A profile 
C) A smart list 
D) A news feed 
E) None of the above

Question 2

Alternative media is synonymous with _________________.

Accepted Answer

A) In-store marketing 
B) CRM marketing 
C) Guerilla marketing 
D) OOH marketing 
E) None of the above 
A) In-store marketing 
B) CRM marketing 
C) Guerilla marketing 
D) OOH marketing 
E) None of the above

Question 3

Direct response media is measured based on the transaction rather than the _________.

Accepted Answer

A) Frequency 
B) Reach 
C) Audience impressions 
D) Continuity 
E) Impact 
A) Frequency 
B) Reach 
C) Audience impressions 
D) Continuity 
E) Impact

Question 4

In outdoor advertising, the standard buy is ______ GRPs over a _____ week period.

Accepted Answer

A) 100 / 4 
B) 100 / 2 
C) 100 / 12 
D) 100 / 1 
E) None of the above 
A) 100 / 4 
B) 100 / 2 
C) 100 / 12 
D) 100 / 1 
E) None of the above

Question 5

Key players in the SEM arena include all of the following companies EXCEPT:

Accepted Answer

A) Facebook 
B) Google 
C) Bing 
D) Yahoo! 
E) None of the above 
A) Facebook 
B) Google 
C) Bing 
D) Yahoo! 
E) None of the above

Question 6

When advertisers purchase static ads to be shown in the game, for example as billboards in a stadium, this is known as:

Accepted Answer

A) Around-game environment 
B) In-game environment 
C) In-game immersive ad 
D) Advergames 
E) None of the above 
A) Around-game environment 
B) In-game environment 
C) In-game immersive ad 
D) Advergames 
E) None of the above

Question 7

Digital OOH displays are most commonly located in:

Accepted Answer

A) Stores 
B) Sports arenas 
C) Shopping centers 
D) Restaurants 
E) All of the above 
A) Stores 
B) Sports arenas 
C) Shopping centers 
D) Restaurants 
E) All of the above

Question 8

When an advertiser pays for each time an application is downloaded by a user, they are using the ____________ method.

Accepted Answer

A) Cost per action 
B) Cost per install 
C) Cost per engagement 
D) Cost per profile 
E) None of the above 
A) Cost per action 
B) Cost per install 
C) Cost per engagement 
D) Cost per profile 
E) None of the above

Question 9

When advertisers purchase keywords in order to be included on the SERP when consumers search for those words they are purchasing what type of ad?

Accepted Answer

A) Directory paid inclusion 
B) Paid placement 
C) Unpaid placement 
D) SEO 
E) SEP 
A) Directory paid inclusion 
B) Paid placement 
C) Unpaid placement 
D) SEO 
E) SEP

Question 10

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

Accepted Answer

A) Outdoor 
B) TV 
C) Print 
D) Transit 
E) None of the above 
A) Outdoor 
B) TV 
C) Print 
D) Transit 
E) None of the above

Question 11

Newspapers are bought at different rates - when no discounts are available no matter how much advertising is purchased you are working with a ___________.

Accepted Answer

A) Short rate 
B) Open rate 
C) Flat rate 
D) Circulation rate 
E) None of the above 
A) Short rate 
B) Open rate 
C) Flat rate 
D) Circulation rate 
E) None of the above

Question 12

Most advertising for radio is purchased in large blocks to maximize ______________.

Accepted Answer

A) Reach 
B) Continuity 
C) Frequency 
D) Impact 
E) Recency 
A) Reach 
B) Continuity 
C) Frequency 
D) Impact 
E) Recency

Question 13

All of the following are advantages of in-store media EXCEPT:

Accepted Answer

A) Short message exposure time 
B) Capitalizes on impulse buys 
C) Recency 
D) Sales tracking 
E) No restrictions on ad location 
A) Short message exposure time 
B) Capitalizes on impulse buys 
C) Recency 
D) Sales tracking 
E) No restrictions on ad location

Question 14

All of the following are examples of types of wait marketing EXCEPT:

Accepted Answer

A) Removable stickers 
B) Vet office video 
C) Stenciled messages 
D) Swizzle sticks 
E) Post office video 
A) Removable stickers 
B) Vet office video 
C) Stenciled messages 
D) Swizzle sticks 
E) Post office video

Question 15

The company that tracks online viewing of digital content similar to TV viewing is:

Accepted Answer

A) Google 
B) Nielsen NetRatings 
C) ComScore 
D) ChartBeat 
E) Pew Internet Report 
A) Google 
B) Nielsen NetRatings 
C) ComScore 
D) ChartBeat 
E) Pew Internet Report

Question 16

All of the following are considered types of alternative media EXCEPT:

Accepted Answer

A) Street marketing 
B) WOM marketing 
C) OOH marketing 
D) Wait marketing 
E) Ambient marketing 
A) Street marketing 
B) WOM marketing 
C) OOH marketing 
D) Wait marketing 
E) Ambient marketing

Question 17

The discipline of search engine marketing (SEM) includes both paid results and __________ results.

Accepted Answer

A) Relative 
B) Organic 
C) Simple 
D) Plain 
E) None of the above 
A) Relative 
B) Organic 
C) Simple 
D) Plain 
E) None of the above

Question 18

Consumers typically do a variety of online activities - including all of the following EXCEPT:

Accepted Answer

A) Directed activities (i.e. goal oriented) 
B) Passsive activities 
C) Social activities 
D) Entertainment activities 
E) None of the above 
A) Directed activities (i.e. goal oriented) 
B) Passsive activities 
C) Social activities 
D) Entertainment activities 
E) None of the above

Question 19

A purchase of 100 GRPs of outdoor advertising in intended to reach _____ of the local adult population with a frequency of slightly more than once a day for a 28-day period.

Accepted Answer

A) 0.5 
B) 0.7 
C) 0.8 
D) 0.85 
E) 0.9 
A) 0.5 
B) 0.7 
C) 0.8 
D) 0.85 
E) 0.9

Question 20

An online advertising network that offers run-of-site (ROS) and site-wise advertising is known as:

Accepted Answer

A) Vertical network 
B) Blind network 
C) Retargeted network 
D) Targeted network 
E) Horizontal network 
A) Vertical network 
B) Blind network 
C) Retargeted network 
D) Targeted network 
E) Horizontal network

In social media, a representation of the user including name, image, and a list of interests is known as:

Alternative media is synonymous with _________________.

Direct response media is measured based on the transaction rather than the _________.

In outdoor advertising, the standard buy is __ GRPs over a _ week period.

Key players in the SEM arena include all of the following companies EXCEPT:

When advertisers purchase static ads to be shown in the game, for example as billboards in a stadium, this is known as:

Digital OOH displays are most commonly located in:

When an advertiser pays for each time an application is downloaded by a user, they are using the ____________ method.

When advertisers purchase keywords in order to be included on the SERP when consumers search for those words they are purchasing what type of ad?

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

Newspapers are bought at different rates - when no discounts are available no matter how much advertising is purchased you are working with a ___________.

Most advertising for radio is purchased in large blocks to maximize ______________.

All of the following are advantages of in-store media EXCEPT:

All of the following are examples of types of wait marketing EXCEPT:

The company that tracks online viewing of digital content similar to TV viewing is:

All of the following are considered types of alternative media EXCEPT:

The discipline of search engine marketing (SEM) includes both paid results and __________ results.

Consumers typically do a variety of online activities - including all of the following EXCEPT:

A purchase of 100 GRPs of outdoor advertising in intended to reach _____ of the local adult population with a frequency of slightly more than once a day for a 28-day period.

An online advertising network that offers run-of-site (ROS) and site-wise advertising is known as:

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Exam 4: Media Choices and Strategies for Direct Response and Alternative Advertising

In social media, a representation of the user including name, image, and a list of interests is known as:

Alternative media is synonymous with _________________.

Direct response media is measured based on the transaction rather than the _________.

In outdoor advertising, the standard buy is ______ GRPs over a _____ week period.

Key players in the SEM arena include all of the following companies EXCEPT:

When advertisers purchase static ads to be shown in the game, for example as billboards in a stadium, this is known as:

Digital OOH displays are most commonly located in:

When an advertiser pays for each time an application is downloaded by a user, they are using the ____________ method.

When advertisers purchase keywords in order to be included on the SERP when consumers search for those words they are purchasing what type of ad?

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

Newspapers are bought at different rates - when no discounts are available no matter how much advertising is purchased you are working with a ___________.

Most advertising for radio is purchased in large blocks to maximize ______________.

All of the following are advantages of in-store media EXCEPT:

All of the following are examples of types of wait marketing EXCEPT:

The company that tracks online viewing of digital content similar to TV viewing is:

All of the following are considered types of alternative media EXCEPT:

The discipline of search engine marketing (SEM) includes both paid results and __________ results.

Consumers typically do a variety of online activities - including all of the following EXCEPT:

A purchase of 100 GRPs of outdoor advertising in intended to reach _____ of the local adult population with a frequency of slightly more than once a day for a 28-day period.

An online advertising network that offers run-of-site (ROS) and site-wise advertising is known as:

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In outdoor advertising, the standard buy is __ GRPs over a _ week period.