Question 1

The largest form of online advertising is banner advertising,and it commands about 40 percent of all digital advertising.

Accepted Answer

A) True 
 B)False

Question 2

One type of banner ad is called a wide skyscraper.

Accepted Answer

A) True 
 B)False

Question 3

Google AdSense is based on behavioral targeting online using cookies.

Accepted Answer

A) True 
 B)False

Question 4

_____ is a way of publishing sound files online,allowing users to subscribe to a feed and receive new audio files automatically.

Accepted Answer

A)  Podcasting 
B)  Blogging 
C)  Superstitials 
D)  Opt-in 
E)  Broadcasting 
A)  Podcasting 
B)  Blogging 
C)  Superstitials 
D)  Opt-in 
E)  Broadcasting

Question 5

Explain what a web log is and why it is doubtful that blogs represent a major advertising opportunity.

Accepted Answer

Blogs are,in a manner of speaking,"every

Question 6

Opt-in e-mailing is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following types of online ads is NOT considered rich media?

Accepted Answer

A)  banner ads 
B)  pop-up ads 
C)  interstitials 
D)  superstitials 
E)  video ads 
A)  banner ads 
B)  pop-up ads 
C)  interstitials 
D)  superstitials 
E)  video ads

Question 8

When only those consumers known to be interested in a particular product or service receive an advertisement,_____ is being used.

Accepted Answer

A)  behavioral targeting 
B)  demographic segmentation 
C)  benefit targeting 
D)  consumer-oriented marketing 
E)  geographic segmentation 
A)  behavioral targeting 
B)  demographic segmentation 
C)  benefit targeting 
D)  consumer-oriented marketing 
E)  geographic segmentation

Question 9

Which is the leading search engine?

Accepted Answer

A)  Google 
B)  Yahoo! 
C)  Bing 
D)  MSN 
E)  YouTube 
A)  Google 
B)  Yahoo! 
C)  Bing 
D)  MSN 
E)  YouTube

Question 10

Cost per thousand impressions (CPM)assesses how much it costs to place an online ad on a per-thousand-impressions basis.

Accepted Answer

A) True 
 B)False

Question 11

Discuss the fundamentals of search engine advertising (SEA),and describe the two forms of search engine advertising available to online advertisers.

Accepted Answer

Search engine advertising (SEA)refers to

Question 12

Many who are skeptical of a successful future for mobile phone advertising nonetheless believe this advertising medium may have value for _____.

Accepted Answer

A)  packaged-goods manufacturers 
B)  business-to-business marketers 
C)  local retailers 
D)  service firms 
E)  clothing manufacturers 
A)  packaged-goods manufacturers 
B)  business-to-business marketers 
C)  local retailers 
D)  service firms 
E)  clothing manufacturers

Question 13

Banner advertising,along with other communications elements in an IMC program,can serve to facilitate increasing levels of brand _____ and thus enhance brand _____.

Accepted Answer

A)  information; knowledge 
B)  credibility; information 
C)  focus; attention 
D)  awareness; equity 
E)  relative advantage; awareness 
A)  information; knowledge 
B)  credibility; information 
C)  focus; attention 
D)  awareness; equity 
E)  relative advantage; awareness

Question 14

Why is it doubtful that blogs represent a major advertising opportunity?

Accepted Answer

A)  The blogosphere is regulated by the Federal Trade Commission and currently does not allow commercial advertisers to participate. 
B)  The blogosphere is regulated by the Federal Communications Commission and currently does not allow commercial advertisers to participate. 
C)  It is too expensive. 
D)  Advertising is often perceived as less than fully objective and is seen by many as an intrusion. 
E)  Not enough consumers participate in blogging to make it economical for advertisers. 
A)  The blogosphere is regulated by the Federal Trade Commission and currently does not allow commercial advertisers to participate. 
B)  The blogosphere is regulated by the Federal Communications Commission and currently does not allow commercial advertisers to participate. 
C)  It is too expensive. 
D)  Advertising is often perceived as less than fully objective and is seen by many as an intrusion. 
E)  Not enough consumers participate in blogging to make it economical for advertisers.

Question 15

Individualization refers to the fact that advertisers can control the flow of information to individual consumers.

Accepted Answer

A) True 
 B)False

Question 16

Pop-ups are ads that appear between two content Web pages,rather than within a page.

Accepted Answer

A) True 
 B)False

Question 17

A(n)_____ is an invaluable advertising medium for conveying much information about the brand,its character,and its promotional offerings.

Accepted Answer

A)  pop-up ad 
B)  banner ad 
C)  CGI ad 
D)  website 
E)  interstitial 
A)  pop-up ad 
B)  banner ad 
C)  CGI ad 
D)  website 
E)  interstitial

Question 18

Carla was on a web site to see what the weather was going to be during her vacation to Orlando.She noticed there were small,static ads placed for hotels,restaurants,and rental cars in the weather site she was consulting.Which type of ads are these?

Accepted Answer

A)  pop-ups 
B)  banner ads 
C)  interstitial ads 
D)  superstitial ads 
E)  blogs 
A)  pop-ups 
B)  banner ads 
C)  interstitial ads 
D)  superstitial ads 
E)  blogs

Question 19

Podcasting is a visual version of blogging.

Accepted Answer

A) True 
 B)False

Question 20

_____ refers to the fact that the online user has control over the flow of information.

Accepted Answer

A)  Individualization 
B)  Interactivity 
C)  Interruption 
D)  Integration 
E)  Internalization 
A)  Individualization 
B)  Interactivity 
C)  Interruption 
D)  Integration 
E)  Internalization

Exam 13: Digital Media: Online, Mobile and App Advertising

The largest form of online advertising is banner advertising,and it commands about 40 percent of all digital advertising.

One type of banner ad is called a wide skyscraper.

Google AdSense is based on behavioral targeting online using cookies.

_____ is a way of publishing sound files online,allowing users to subscribe to a feed and receive new audio files automatically.

Explain what a web log is and why it is doubtful that blogs represent a major advertising opportunity.

Opt-in e-mailing is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.

Which of the following types of online ads is NOT considered rich media?

When only those consumers known to be interested in a particular product or service receive an advertisement,_____ is being used.

Which is the leading search engine?

Cost per thousand impressions (CPM)assesses how much it costs to place an online ad on a per-thousand-impressions basis.

Discuss the fundamentals of search engine advertising (SEA),and describe the two forms of search engine advertising available to online advertisers.

Many who are skeptical of a successful future for mobile phone advertising nonetheless believe this advertising medium may have value for _____.

Banner advertising,along with other communications elements in an IMC program,can serve to facilitate increasing levels of brand _____ and thus enhance brand _____.

Why is it doubtful that blogs represent a major advertising opportunity?

Individualization refers to the fact that advertisers can control the flow of information to individual consumers.

Pop-ups are ads that appear between two content Web pages,rather than within a page.

A(n)_____ is an invaluable advertising medium for conveying much information about the brand,its character,and its promotional offerings.

Carla was on a web site to see what the weather was going to be during her vacation to Orlando.She noticed there were small,static ads placed for hotels,restaurants,and rental cars in the weather site she was consulting.Which type of ads are these?

Podcasting is a visual version of blogging.

_____ refers to the fact that the online user has control over the flow of information.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Environmental, Regulatory and Ethical Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

Banner advertising,along with other communications elements in an IMC program,can serve to facilitate increasing levels of brand _ and thus enhance brand _.