Question 1

More and more media buys are being made programmatically or automatically,a trend that is increasing.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is true of traditional media and digital media?

Accepted Answer

A)  Digital media can never have the reach or impact that traditional media has. 
B)  Traditional media is a dying medium and social media will soon replace it. 
C)  Both digital and traditional media need to create their own niche and function independently of one-another. 
D)  Both traditional and digital media should be seamlessly integrated for maximum impact. 
A)  Digital media can never have the reach or impact that traditional media has. 
B)  Traditional media is a dying medium and social media will soon replace it. 
C)  Both digital and traditional media need to create their own niche and function independently of one-another. 
D)  Both traditional and digital media should be seamlessly integrated for maximum impact.

Question 3

Ephemeral refers to the fleeting nature of a message,such as in Snapchat.

Accepted Answer

A) True 
 B)False

Question 4

As a brand manager,one must track what is being said by consumers,interpret consumer-generated information,and respond to social media posts and comments.This entails:

Accepted Answer

A)  spending time on social networking sites. 
B)  hosting regular feedback sessions. 
C)  developing brand image. 
D)  expertise in branding and excellent socialization skills. 
A)  spending time on social networking sites. 
B)  hosting regular feedback sessions. 
C)  developing brand image. 
D)  expertise in branding and excellent socialization skills.

Question 5

Which of the following is true of paid media?

Accepted Answer

A)  It leverages a call to action to like brands on social media sites. 
B)  They are advertisements that can be purchased on a social network or other digital platforms. 
C)  It is the incremental exposure that a brand earns through viral engagement and interactions with the brand. 
D)  They are brand assets or objects created within social networks by an organization. 
A)  It leverages a call to action to like brands on social media sites. 
B)  They are advertisements that can be purchased on a social network or other digital platforms. 
C)  It is the incremental exposure that a brand earns through viral engagement and interactions with the brand. 
D)  They are brand assets or objects created within social networks by an organization.

Question 6

Cost-per-click (or 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 7

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)One way to find a site and related businesses is to go to Bing and look at the list under social networking sites.Technically,Bing is a(n):

Accepted Answer

A)  analytical software system that allows e-commerce. 
B)  mash-up that features multiple widgets. 
C)  portal with search engine technology. 
D)  website that acts as a corporate/brand home page. 
A)  analytical software system that allows e-commerce. 
B)  mash-up that features multiple widgets. 
C)  portal with search engine technology. 
D)  website that acts as a corporate/brand home page.

Question 8

In the context of social media advertising,owned media are brand assets or objects created within social networks by your organization,such as a Facebook page or a mobile app.

Accepted Answer

A) True 
 B)False

Question 9

"Digital engagement" is important.It is a smart idea for brands to embrace social media because it can garner digital engagement in a measurable way for brands,such as with likes,clicks,and shares.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is unethical in the context of advergames?

Accepted Answer

A)  Targeting children with advertising content 
B)  Targeting men aged 18-32 who work full time 
C)  Prompting a change in consumer behavior 
D)  Creating awareness about social issues 
A)  Targeting children with advertising content 
B)  Targeting men aged 18-32 who work full time 
C)  Prompting a change in consumer behavior 
D)  Creating awareness about social issues

Question 11

Retail brands can use retargeting,serving consumers digital ads that are directly based on online clothing pages they clicked on in the past.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Interactivity refers to two-way communications that can feed off one another,and it is an advantage of digital media.

Accepted Answer

A) True 
 B)False

Question 14

An advantage of using email marketing is the lack of measurability of the effectiveness of the campaign.

Accepted Answer

A) True 
 B)False

Question 15

SEO,or search engine optimization,is a paid search concept.

Accepted Answer

A) True 
 B)False

Question 16

To be most effective,brands should leverage social media as a digital advertising opportunity that can target by _______.

Accepted Answer

A)  demographics 
B)  consumer lifestyle 
C)  geographic locations 
D)  consumer age 
A)  demographics 
B)  consumer lifestyle 
C)  geographic locations 
D)  consumer age

Question 17

Click fraud is where billions of advertising funds have been lost.

Accepted Answer

A) True 
 B)False

More and more media buys are being made programmatically or automatically,a trend that is increasing.

Which of the following is true of traditional media and digital media?

Ephemeral refers to the fleeting nature of a message,such as in Snapchat.

As a brand manager,one must track what is being said by consumers,interpret consumer-generated information,and respond to social media posts and comments.This entails:

Which of the following is true of paid media?

Cost-per-click (or 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.

In the context of social media advertising,owned media are brand assets or objects created within social networks by your organization,such as a Facebook page or a mobile app.

"Digital engagement" is important.It is a smart idea for brands to embrace social media because it can garner digital engagement in a measurable way for brands,such as with likes,clicks,and shares.

Which of the following is unethical in the context of advergames?

Retail brands can use retargeting,serving consumers digital ads that are directly based on online clothing pages they clicked on in the past.

Interactivity refers to two-way communications that can feed off one another,and it is an advantage of digital media.

An advantage of using email marketing is the lack of measurability of the effectiveness of the campaign.

SEO,or search engine optimization,is a paid search concept.

To be most effective,brands should leverage social media as a digital advertising opportunity that can target by _______.

Click fraud is where billions of advertising funds have been lost.

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

More and more media buys are being made programmatically or automatically,a trend that is increasing.

Which of the following is true of traditional media and digital media?

Ephemeral refers to the fleeting nature of a message,such as in Snapchat.

As a brand manager,one must track what is being said by consumers,interpret consumer-generated information,and respond to social media posts and comments.This entails:

Which of the following is true of paid media?

Cost-per-click (or 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.

In the context of social media advertising,owned media are brand assets or objects created within social networks by your organization,such as a Facebook page or a mobile app.

"Digital engagement" is important.It is a smart idea for brands to embrace social media because it can garner digital engagement in a measurable way for brands,such as with likes,clicks,and shares.

Which of the following is unethical in the context of advergames?

Retail brands can use retargeting,serving consumers digital ads that are directly based on online clothing pages they clicked on in the past.

Interactivity refers to two-way communications that can feed off one another,and it is an advantage of digital media.

An advantage of using email marketing is the lack of measurability of the effectiveness of the campaign.

SEO,or search engine optimization,is a paid search concept.

To be most effective,brands should leverage social media as a digital advertising opportunity that can target by _______.

Click fraud is where billions of advertising funds have been lost.

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