Question 1

When an advertiser commits to an extended relationship with another website, it is called a(n)

Accepted Answer

A)  ad supplier 
B)  partnership 
C)  sponsorship 
D)  strategic alliance 
E)  limited partnership 
A)  ad supplier 
B)  partnership 
C)  sponsorship 
D)  strategic alliance 
E)  limited partnership

Question 2

Describe what a rented email list is and where it comes from.

Accepted Answer

A rented list is usually obtained from a

Question 3

Video advertising is attractive to advertisers because

Accepted Answer

A)  visitors can skip the ads 
B)  visitors are forced to view the ad 
C)  advertisers can create unique commercials 
D)  advertisers can show longer ads 
E)  video ads are similar to television advertising 
A)  visitors can skip the ads 
B)  visitors are forced to view the ad 
C)  advertisers can create unique commercials 
D)  advertisers can show longer ads 
E)  video ads are similar to television advertising

Question 4

Mobile media allows advertisers to target consumers based on their real time location.

Accepted Answer

A) True 
 B)False

Question 5

Targeting online is very difficult because it is hard to collect data on website visitors.

Accepted Answer

A) True 
 B)False

Question 6

One of the primary benefits of online advertising is

Accepted Answer

A)  advertiser control 
B)  low CPM 
C)  geographic flexibility 
D)  creative flexibility 
E)  targeting 
A)  advertiser control 
B)  low CPM 
C)  geographic flexibility 
D)  creative flexibility 
E)  targeting

Question 7

Sponsorships of contests on a website are more likely to use this type of fee system.

Accepted Answer

A)  flat fee 
B)  microsite 
C)  cost per thousand rate 
D)  sponsorship 
E)  pay-per-performance 
A)  flat fee 
B)  microsite 
C)  cost per thousand rate 
D)  sponsorship 
E)  pay-per-performance

Question 8

Email opens up an opportunity for viral marketing. Explain this statement.

Accepted Answer

Viral marketing refers to a situation in

Question 9

Research shows that gamers hate the presence of ads.

Accepted Answer

A) True 
 B)False

Question 10

Search advertising is also known as pay-per-click advertising.

Accepted Answer

A) True 
 B)False

Question 11

Success of an email ad depends on

Accepted Answer

A)  quality of the email list 
B)  going viral 
C)  length of the email 
D)  how informative the content is 
E)  sponsorship 
A)  quality of the email list 
B)  going viral 
C)  length of the email 
D)  how informative the content is 
E)  sponsorship

Question 12

The Interactive Advertising Bureau is actively promoting a new set of terms to measure social media efforts. One of these terms is

Accepted Answer

A)  viral click rate 
B)  conversation reach 
C)  clickthrough 
D)  visits 
E)  click rates 
A)  viral click rate 
B)  conversation reach 
C)  clickthrough 
D)  visits 
E)  click rates

Question 13

Many companies are reluctant to invest in social media communications because

Accepted Answer

A)  there is a lack of sound measuring devices for ROI 
B)  all age groups are engaged 
C)  there is a high cost in engaging users 
D)  there is a lack of control over indirect contact with potential consumers 
A)  there is a lack of sound measuring devices for ROI 
B)  all age groups are engaged 
C)  there is a high cost in engaging users 
D)  there is a lack of control over indirect contact with potential consumers

Question 14

Conversation reach is based on visitors per year.

Accepted Answer

A) True 
 B)False

Question 15

One of the most promising applications in online advertising is permission-based email. Why is its use among advertisers growing so quickly?

Accepted Answer

Permission-based e-mail is where a user

Question 16

Internet users earning in excess of $100,000 represent

Accepted Answer

A)  35% of internet users 
B)  11% of internet users 
C)  45% of internet users 
D)  8% of internet users 
A)  35% of internet users 
B)  11% of internet users 
C)  45% of internet users 
D)  8% of internet users

Question 17

QR codes on products can be read by smartphones with a downloaded QR code reader. To access additional information about the product using its QR code, the user must

Accepted Answer

A)  sign in to a website 
B)  visit a website 
C)  access their email 
D)  click on to the product's website 
E)  have a location tracker on their smartphone 
A)  sign in to a website 
B)  visit a website 
C)  access their email 
D)  click on to the product's website 
E)  have a location tracker on their smartphone

Question 18

Clickthrough refers to the number of times users click on a banner ad.

Accepted Answer

A) True 
 B)False

Question 19

Crowdsourcing can replace an advertising agency to complete business-related tasks.

Accepted Answer

A) True 
 B)False

Question 20

Location-based targeting is an effort to integrate consumers' location information into the marketing strategy.

Accepted Answer

A) True 
 B)False

When an advertiser commits to an extended relationship with another website, it is called a(n)

Describe what a rented email list is and where it comes from.

Video advertising is attractive to advertisers because

Mobile media allows advertisers to target consumers based on their real time location.

Targeting online is very difficult because it is hard to collect data on website visitors.

One of the primary benefits of online advertising is

Sponsorships of contests on a website are more likely to use this type of fee system.

Email opens up an opportunity for viral marketing. Explain this statement.

Research shows that gamers hate the presence of ads.

Search advertising is also known as pay-per-click advertising.

Success of an email ad depends on

The Interactive Advertising Bureau is actively promoting a new set of terms to measure social media efforts. One of these terms is

Many companies are reluctant to invest in social media communications because

Conversation reach is based on visitors per year.

One of the most promising applications in online advertising is permission-based email. Why is its use among advertisers growing so quickly?

Internet users earning in excess of $100,000 represent

QR codes on products can be read by smartphones with a downloaded QR code reader. To access additional information about the product using its QR code, the user must

Clickthrough refers to the number of times users click on a banner ad.

Crowdsourcing can replace an advertising agency to complete business-related tasks.

Location-based targeting is an effort to integrate consumers' location information into the marketing strategy.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Sales Promotion

Public Relations and Experiential Marketing

Filters

Exam 12: Interactive Media

When an advertiser commits to an extended relationship with another website, it is called a(n)

Describe what a rented email list is and where it comes from.

Video advertising is attractive to advertisers because

Mobile media allows advertisers to target consumers based on their real time location.

Targeting online is very difficult because it is hard to collect data on website visitors.

One of the primary benefits of online advertising is

Sponsorships of contests on a website are more likely to use this type of fee system.

Email opens up an opportunity for viral marketing. Explain this statement.

Research shows that gamers hate the presence of ads.

Search advertising is also known as pay-per-click advertising.

Success of an email ad depends on

The Interactive Advertising Bureau is actively promoting a new set of terms to measure social media efforts. One of these terms is

Many companies are reluctant to invest in social media communications because

Conversation reach is based on visitors per year.

One of the most promising applications in online advertising is permission-based email. Why is its use among advertisers growing so quickly?

Internet users earning in excess of $100,000 represent

QR codes on products can be read by smartphones with a downloaded QR code reader. To access additional information about the product using its QR code, the user must

Clickthrough refers to the number of times users click on a banner ad.

Crowdsourcing can replace an advertising agency to complete business-related tasks.

Location-based targeting is an effort to integrate consumers' location information into the marketing strategy.

Advertising in a Marketing Communications Environment

The Advertising Industry

Consumer Behaviour Concepts and Target Marketing

Strategic Planning Concepts for Marketing Communications

Creative Planning Essentials

Design, Layout, and Production

Media Planning Essentials

Print Media: Newspapers and Magazines

Broadcast Media: Television and Radio

Out Of Home Media

Direct Response Media

Sales Promotion

Public Relations and Experiential Marketing

Filters