Question 1

It is paramount to use digital,social,and mobile media in a synergistic way with other forms of IBP.

Accepted Answer

A) True 
 B)False

Question 2

A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine.This is an example of a banner ad,an early form of digital advertising.

Accepted Answer

A) True 
 B)False

Question 3

Viral marketing is the process of consumers marketing to consumers over the Internet through electronic or in-person word of mouth transmitted through emails and electronic mailing lists.

Accepted Answer

A) True 
 B)False

Question 4

___________ is a metric that measures the percentage of people who come from or go to another site after clicking on one site.

Accepted Answer

A)  Visibility 
B)  A social media engagement 
C)  Site stickiness 
D)  Bounce rate 
A)  Visibility 
B)  A social media engagement 
C)  Site stickiness 
D)  Bounce rate

Question 5

The lowest level at which advergaming brand integration can occur is known as a(n)_________ level.

Accepted Answer

A)  collaborative 
B)  associative 
C)  illustrative 
D)  demonstrative 
A)  collaborative 
B)  associative 
C)  illustrative 
D)  demonstrative

Question 6

A privacy seal usually is a logo that shows the site has been endorsed by a member of a third-party privacy endorser.

Accepted Answer

A) True 
 B)False

Question 7

Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

Accepted Answer

Both the terms refer to ways in which ad

Question 8

Which of the following is true of mobile marketing?

Accepted Answer

A)  The recall rate for mobile marketing is low. 
B)  Consumers cannot access videos on their mobile devices. 
C)  Consumers will always receive promotions that are relevant to them. 
D)  Promotions will always reach mobile users directly on their devices. 
A)  The recall rate for mobile marketing is low. 
B)  Consumers cannot access videos on their mobile devices. 
C)  Consumers will always receive promotions that are relevant to them. 
D)  Promotions will always reach mobile users directly on their devices.

Question 9

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)When you clicked off the coupon site,an ad remained on the screen with bright colors,large letters,and a $2 coupon for a frozen pizza.This is known as a __________.

Accepted Answer

A)  direct email 
B)  pop-under ad 
C)  pop-up ad 
D)  splash screen 
A)  direct email 
B)  pop-under ad 
C)  pop-up ad 
D)  splash screen

Question 10

The unique characteristics of the Web has given advertisers who use it a definite edge over their competitors.What are the advantages of the new digital/interactive media being used in advertising today? Discuss a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.

Accepted Answer

There are four major advantages of digit

Question 11

A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books,sales,and special incentives to his email address.This is referred to as viral marketing.

Accepted Answer

A) True 
 B)False

Question 12

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)While reading the editorials on the magazine site,a reader was so glad that he was no longer interrupted by annoying ads.Due to widespread annoyance with these online distractions,many service providers offered blockers that greatly reduced an advertiser's ability to get __________ onto a user's screen.

Accepted Answer

A)  paid search advertising 
B)  pop-up ads 
C)  rich media 
D)  opt-in messages 
A)  paid search advertising 
B)  pop-up ads 
C)  rich media 
D)  opt-in messages

Question 13

The role of digital,social,and mobile media in advertising is a big one,and one that is here to stay and grow as technology evolves.

Accepted Answer

A) True 
 B)False

Question 14

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.

Accepted Answer

A) True 
 B)False

Question 15

A(n)__________ advergame brand integration,integrates a brand spokesperson or personality as a main character within the game.

Accepted Answer

A)  associative 
B)  collaborative 
C)  demonstrative 
D)  illustrative 
A)  associative 
B)  collaborative 
C)  demonstrative 
D)  illustrative

Question 16

A big concern is privacy as an issue in digital,social,and mobile media.

Accepted Answer

A) True 
 B)False

Question 17

New media brings new vernacular to consumers,such as "friend me","tweet that," or "snap that."

Accepted Answer

A) True 
 B)False

Question 18

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.

Accepted Answer

A)  app ads 
B)  big data 
C)  search engine optimization 
D)  advergaming 
A)  app ads 
B)  big data 
C)  search engine optimization 
D)  advergaming

Question 19

An advertiser for a weight-loss product decides to use paid search.This entails:

Accepted Answer

A)  paying websites and portals to place ads in or near relevant search results based on keywords. 
B)  offering the same content material that a consumer would normally pay for using traditional media. 
C)  paying consumers a small amount to have them click on the particular websites. 
D)  promoting the product at the portal or other entry places to the Web. 
A)  paying websites and portals to place ads in or near relevant search results based on keywords. 
B)  offering the same content material that a consumer would normally pay for using traditional media. 
C)  paying consumers a small amount to have them click on the particular websites. 
D)  promoting the product at the portal or other entry places to the Web.

Question 20

It is important to know if a company respects consumer privacy before opting to receive communication from it because:

Accepted Answer

A)  an individual can be identified through a compilation of anonymous information. 
B)  a consumer must be aware of a company's ethical standards to provide appropriate feedback. 
C)  the company may circulate an individual's email address and invade his or her privacy. 
D)  if a company lacks ethical standards, its products are more likely to be of substandard quality. 
A)  an individual can be identified through a compilation of anonymous information. 
B)  a consumer must be aware of a company's ethical standards to provide appropriate feedback. 
C)  the company may circulate an individual's email address and invade his or her privacy. 
D)  if a company lacks ethical standards, its products are more likely to be of substandard quality.

It is paramount to use digital,social,and mobile media in a synergistic way with other forms of IBP.

A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine.This is an example of a banner ad,an early form of digital advertising.

Viral marketing is the process of consumers marketing to consumers over the Internet through electronic or in-person word of mouth transmitted through emails and electronic mailing lists.

___________ is a metric that measures the percentage of people who come from or go to another site after clicking on one site.

The lowest level at which advergaming brand integration can occur is known as a(n)_________ level.

A privacy seal usually is a logo that shows the site has been endorsed by a member of a third-party privacy endorser.

Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

Which of the following is true of mobile marketing?

A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books,sales,and special incentives to his email address.This is referred to as viral marketing.

The role of digital,social,and mobile media in advertising is a big one,and one that is here to stay and grow as technology evolves.

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.

A(n)__________ advergame brand integration,integrates a brand spokesperson or personality as a main character within the game.

A big concern is privacy as an issue in digital,social,and mobile media.

New media brings new vernacular to consumers,such as "friend me","tweet that," or "snap that."

An advertiser for a weight-loss product decides to use paid search.This entails:

It is important to know if a company respects consumer privacy before opting to receive communication from it because:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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, television, and Radio

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters

Exam 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

It is paramount to use digital,social,and mobile media in a synergistic way with other forms of IBP.

A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine.This is an example of a banner ad,an early form of digital advertising.

Viral marketing is the process of consumers marketing to consumers over the Internet through electronic or in-person word of mouth transmitted through emails and electronic mailing lists.

___________ is a metric that measures the percentage of people who come from or go to another site after clicking on one site.

The lowest level at which advergaming brand integration can occur is known as a(n)_________ level.

A privacy seal usually is a logo that shows the site has been endorsed by a member of a third-party privacy endorser.

Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

Which of the following is true of mobile marketing?

A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books,sales,and special incentives to his email address.This is referred to as viral marketing.

The role of digital,social,and mobile media in advertising is a big one,and one that is here to stay and grow as technology evolves.

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.

A(n)__________ advergame brand integration,integrates a brand spokesperson or personality as a main character within the game.

A big concern is privacy as an issue in digital,social,and mobile media.

New media brings new vernacular to consumers,such as "friend me","tweet that," or "snap that."

An advertiser for a weight-loss product decides to use paid search.This entails:

It is important to know if a company respects consumer privacy before opting to receive communication from it because:

The World of Advertising and IBP

The Structure of the Advertising Industry: Advertisers, advertising Agencies, 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, television, and Radio

Sales Promotion, point-Of-Purchase Advertising, and Support Media

Event Sponsorship, product Placements, and Branded Entertainment

Integrating Direct Marketing and Personal Selling

Public Relations, influencer Marketing, and Corporate Advertising

Filters