Question 1

In the context of purchasing advertising space,some publishers charge their clients according to click-throughs,that is:

Accepted Answer

A)  the clients need to pay when a user actually clicks on a banner ad to visit the advertiser's landing page. 
B)  the clients need to pay when a user clicks to visit the Web site on which the ad is displayed. 
C)  the clients need to pay only when a consumer purchases a product from the advertiser's home page. 
D)  the clients need to pay in advance for uploading their ads on a Web site. 
E)  the clients need to pay a fixed amount for every banner ad. 
A)  the clients need to pay when a user actually clicks on a banner ad to visit the advertiser's landing page. 
B)  the clients need to pay when a user clicks to visit the Web site on which the ad is displayed. 
C)  the clients need to pay only when a consumer purchases a product from the advertiser's home page. 
D)  the clients need to pay in advance for uploading their ads on a Web site. 
E)  the clients need to pay a fixed amount for every banner ad.

Question 2

The standard superstitial ad is quite small and plays for a very short period of time.

Accepted Answer

A) True 
 B)False

Question 3

Which of the following is true of buttons?

Accepted Answer

A)  They are more expensive than banners. 
B)  They are the most common unit of Web advertising. 
C)  They typically refer to a variety of ads that play between pages on a Web site. 
D)  They are not typically linked to the advertiser's landing page. 
E)  They take up lesser space than banners. 
A)  They are more expensive than banners. 
B)  They are the most common unit of Web advertising. 
C)  They typically refer to a variety of ads that play between pages on a Web site. 
D)  They are not typically linked to the advertiser's landing page. 
E)  They take up lesser space than banners.

Question 4

Which of the following is true about classified ad Web sites?

Accepted Answer

A)  They do not allow the search to be narrowed down to a particular city. 
B)  They do not list local advertisers. 
C)  They are typically supported by ad banners of other advertisers. 
D)  They do not allow the search to be extended nationwide. 
E)  They do not offer free classified advertising opportunities. 
A)  They do not allow the search to be narrowed down to a particular city. 
B)  They do not list local advertisers. 
C)  They are typically supported by ad banners of other advertisers. 
D)  They do not allow the search to be extended nationwide. 
E)  They do not offer free classified advertising opportunities.

Question 5

Why is Internet advertising considered a truly interactive medium?

Accepted Answer

Internet advertising is considered a tru

Question 6

In the context of ad networks,which of the following statements is true?

Accepted Answer

A)  They eliminate the possibility of Web masters cheating the system by artificially increasing the number of page requests. 
B)  They pool hundreds or even thousands of Web pages. 
C)  They do not cover small Web sites. 
D)  They restrict advertisers from gaining maximum exposure. 
E)  They do not facilitate advertising across pages. 
A)  They eliminate the possibility of Web masters cheating the system by artificially increasing the number of page requests. 
B)  They pool hundreds or even thousands of Web pages. 
C)  They do not cover small Web sites. 
D)  They restrict advertisers from gaining maximum exposure. 
E)  They do not facilitate advertising across pages.

Question 7

_____ generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Accepted Answer

A)  Self-mailer 
B)  Spam 
C)  Firewall 
D)  Statement stuffer 
E)  Cookie 
A)  Self-mailer 
B)  Spam 
C)  Firewall 
D)  Statement stuffer 
E)  Cookie

Question 8

Which of the following is true of banner ads?

Accepted Answer

A)  They are smaller in size as compared to buttons. 
B)  They are always free and advertisers do not have to pay to the Web sites involved. 
C)  The standard size for an ad banner is 900 pixels (picture elements) wide by 90 pixels high. 
D)  They cost less than buttons. 
E)  They spread across the top or bottom of the Web page. 
A)  They are smaller in size as compared to buttons. 
B)  They are always free and advertisers do not have to pay to the Web sites involved. 
C)  The standard size for an ad banner is 900 pixels (picture elements) wide by 90 pixels high. 
D)  They cost less than buttons. 
E)  They spread across the top or bottom of the Web page.

Question 9

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

Accepted Answer

A)  spam 
B)  snail-mail 
C)  rich-mail 
D)  button 
E)  interstitial 
A)  spam 
B)  snail-mail 
C)  rich-mail 
D)  button 
E)  interstitial

Question 10

One of the differences between the Internet and traditional media is that:

Accepted Answer

A)  traditional media content has been delivered through a distributed network. 
B)  in traditional media, space is not a limited resource. 
C)  the consumers using the Internet consume content in an appointment viewing mode. 
D)  internet audiences are typically content consumers. 
E)  the Internet, from its beginnings, has been interactive. 
A)  traditional media content has been delivered through a distributed network. 
B)  in traditional media, space is not a limited resource. 
C)  the consumers using the Internet consume content in an appointment viewing mode. 
D)  internet audiences are typically content consumers. 
E)  the Internet, from its beginnings, has been interactive.

Question 11

The difference between a corporate site and a commerce site is that:

Accepted Answer

A)  a commerce site is used primarily to sell a product. 
B)  a corporate site is used primarily to sell a service. 
C)  a commerce site is used primarily to give background information about an organization's service. 
D)  a commerce site is used primarily to give background information about an organization's product. 
E)  a corporate site is used primarily to sell raw materials. 
A)  a commerce site is used primarily to sell a product. 
B)  a corporate site is used primarily to sell a service. 
C)  a commerce site is used primarily to give background information about an organization's service. 
D)  a commerce site is used primarily to give background information about an organization's product. 
E)  a corporate site is used primarily to sell raw materials.

Question 12

In the context of traditional media,time and space are not limited resources.

Accepted Answer

A) True 
 B)False

Question 13

"In the 2000s,the Internet is a global medium." Explain.

Accepted Answer

People around the world use the Internet

Question 14

Buttons:

Accepted Answer

A)  are more expensive than banners. 
B)  are the most common unit of Web advertising. 
C)  often look like icons. 
D)  are not typically linked to the advertiser's landing page. 
E)  take up more space than banners. 
A)  are more expensive than banners. 
B)  are the most common unit of Web advertising. 
C)  often look like icons. 
D)  are not typically linked to the advertiser's landing page. 
E)  take up more space than banners.

Question 15

Viral marketing is the Internet equivalent of billboards and hoardings.

Accepted Answer

A) True 
 B)False

Question 16

The IAB defines a(n)_____ as "an opportunity to deliver an advertising element to a Web site visitor."

Accepted Answer

A)  ad impression 
B)  catalog 
C)  click rate 
D)  ad network 
E)  microsite 
A)  ad impression 
B)  catalog 
C)  click rate 
D)  ad network 
E)  microsite

Question 17

Which of the following is true regarding Internet usage and its audience?

Accepted Answer

A)  Television viewership has gained in spite of the emergence of the Internet. 
B)  Media spending on the Internet has grown substantially. 
C)  The percentage of the U.S. population able to access the Internet on a regular basis continues to decline. 
D)  People without a high-school education are restricted from using the Internet in the U.S. 
E)  Currently, the majority of Internet users are educated, White, upscale males. 
A)  Television viewership has gained in spite of the emergence of the Internet. 
B)  Media spending on the Internet has grown substantially. 
C)  The percentage of the U.S. population able to access the Internet on a regular basis continues to decline. 
D)  People without a high-school education are restricted from using the Internet in the U.S. 
E)  Currently, the majority of Internet users are educated, White, upscale males.

Question 18

Which of the following is true about rich-media advertising?

Accepted Answer

A)  It does not incorporate ads with audio elements. 
B)  It includes graphical animations. 
C)  It does not incorporate ads with video elements. 
D)  They can typically display 15-minute animations. 
E)  It restricts ads from floating over the page. 
A)  It does not incorporate ads with audio elements. 
B)  It includes graphical animations. 
C)  It does not incorporate ads with video elements. 
D)  They can typically display 15-minute animations. 
E)  It restricts ads from floating over the page.

Question 19

The percentage of the U.S.population able to access the Internet has seen a steady decline.

Accepted Answer

A) True 
 B)False

Question 20

List an advantage of mobile advertising.

Accepted Answer

Mobile phones represent a very desirable

In the context of purchasing advertising space,some publishers charge their clients according to click-throughs,that is:

The standard superstitial ad is quite small and plays for a very short period of time.

Which of the following is true of buttons?

Which of the following is true about classified ad Web sites?

Why is Internet advertising considered a truly interactive medium?

In the context of ad networks,which of the following statements is true?

_____ generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Which of the following is true of banner ads?

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

One of the differences between the Internet and traditional media is that:

The difference between a corporate site and a commerce site is that:

In the context of traditional media,time and space are not limited resources.

"In the 2000s,the Internet is a global medium." Explain.

Buttons:

Viral marketing is the Internet equivalent of billboards and hoardings.

The IAB defines a(n)_____ as "an opportunity to deliver an advertising element to a Web site visitor."

Which of the following is true regarding Internet usage and its audience?

Which of the following is true about rich-media advertising?

The percentage of the U.S.population able to access the Internet has seen a steady decline.

List an advantage of mobile advertising.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters

Exam 15: Using Digital Interactive Media

In the context of purchasing advertising space,some publishers charge their clients according to click-throughs,that is:

The standard superstitial ad is quite small and plays for a very short period of time.

Which of the following is true of buttons?

Which of the following is true about classified ad Web sites?

Why is Internet advertising considered a truly interactive medium?

In the context of ad networks,which of the following statements is true?

_____ generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Which of the following is true of banner ads?

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

One of the differences between the Internet and traditional media is that:

The difference between a corporate site and a commerce site is that:

In the context of traditional media,time and space are not limited resources.

"In the 2000s,the Internet is a global medium." Explain.

Buttons:

Viral marketing is the Internet equivalent of billboards and hoardings.

The IAB defines a(n)_____ as "an opportunity to deliver an advertising element to a Web site visitor."

Which of the following is true regarding Internet usage and its audience?

Which of the following is true about rich-media advertising?

The percentage of the U.S.population able to access the Internet has seen a steady decline.

List an advantage of mobile advertising.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Social Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

Relationship Building

Relationship Building

Filters