Question 1

Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries?

Accepted Answer

A)  search engine optimization 
B)  social media optimization 
C)  social advertising 
D)  search engine advertising 
E)  banner advertising 
A)  search engine optimization 
B)  social media optimization 
C)  social advertising 
D)  search engine advertising 
E)  banner advertising

Question 2

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 3

Search engine advertisers using Google bid on keywords using Google's _____ program.

Accepted Answer

A)  AdWords 
B)  AdSense 
C)  AdSearch 
D)  contextual 
E)  click. 
A)  AdWords 
B)  AdSense 
C)  AdSearch 
D)  contextual 
E)  click.

Question 4

The major difference between websites and other alternative online ad formats is that users seek out websites in a goal-oriented fashion.

Accepted Answer

A) True 
 B)False

Question 5

_____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

Accepted Answer

A)  Spamming 
B)  Phishing 
C)  Click fraud 
D)  Behavioral targeting 
E)  Keyword-matching 
A)  Spamming 
B)  Phishing 
C)  Click fraud 
D)  Behavioral targeting 
E)  Keyword-matching

Question 6

The two forms of search engine advertising available to online advertisers are _____.

Accepted Answer

A)  wired and wireless 
B)  keyword-matching and content-targeted 
C)  primary and secondary 
D)  Internet and intranet 
E)  Internet and ethernet 
A)  wired and wireless 
B)  keyword-matching and content-targeted 
C)  primary and secondary 
D)  Internet and intranet 
E)  Internet and ethernet

Question 7

One issue with marketers sending advertising messages to cell phones is that _____.

Accepted Answer

A)  interference may cause noise in the communication process 
B)  recipients may immediately delete the item and hold negative feelings toward the advertiser 
C)  clutter is already a problem with this form of marketing communication 
D)  this form of marketing communication results in wasted coverage 
E)  the target audience for this form of marketing communication is too small to be cost effective 
A)  interference may cause noise in the communication process 
B)  recipients may immediately delete the item and hold negative feelings toward the advertiser 
C)  clutter is already a problem with this form of marketing communication 
D)  this form of marketing communication results in wasted coverage 
E)  the target audience for this form of marketing communication is too small to be cost effective

Question 8

Websites are different from other online ad formats because users seek out websites in a(n)_____ fashion.

Accepted Answer

A)  goal-oriented 
B)  leaning backward 
C)  haphazard 
D)  multi-dimensional 
E)  interactive 
A)  goal-oriented 
B)  leaning backward 
C)  haphazard 
D)  multi-dimensional 
E)  interactive

Question 9

Barry was looking for golfers' scores at the recent PGA championship on the PGA's Web page when an animated ad for Calloway golf clubs appeared on top of the PGA's Web page.What type of Internet advertisement is this?

Accepted Answer

A)  banner ad 
B)  blog 
C)  interstitial 
D)  superstitial 
E)  podcast 
A)  banner ad 
B)  blog 
C)  interstitial 
D)  superstitial 
E)  podcast

Question 10

Interstitials are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

Accepted Answer

A) True 
 B)False

Question 11

One of the fastest growing forms of Internet advertising is _____ including so-called Webisodes.

Accepted Answer

A)  blogging 
B)  banner ads 
C)  video ads 
D)  spamming 
E)  superstitials 
A)  blogging 
B)  banner ads 
C)  video ads 
D)  spamming 
E)  superstitials

Question 12

Several years ago a widely circulated report appeared in various media about the weight-loss benefits of drinking at least 24 ounces of milk daily along with undertaking a regular exercise regimen.The trade association responsible for promoting milk could have taken advantage of this publicity by placing ads on various health-oriented websites and linking the ads to media reports describing milk's weight-loss benefits.If they had done this they would have been using _____ advertising.

Accepted Answer

A)  keyword-matching 
B)  generic 
C)  secondary-market 
D)  social-networking 
E)  content-targeted 
A)  keyword-matching 
B)  generic 
C)  secondary-market 
D)  social-networking 
E)  content-targeted

Question 13

A critical element of search engine advertising is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is NOT an Internet advertising format?

Accepted Answer

A)  banner ads 
B)  websites 
C)  telephony 
D)  search engine advertising 
E)  superstitials 
A)  banner ads 
B)  websites 
C)  telephony 
D)  search engine advertising 
E)  superstitials

Question 15

_____ are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

Accepted Answer

A)  Cookies 
B)  Banner ads 
C)  Pop-ups 
D)  Interstitials 
E)  Superstitials 
A)  Cookies 
B)  Banner ads 
C)  Pop-ups 
D)  Interstitials 
E)  Superstitials

Question 16

Regulations against unsolicited e-mail (spam)are much more stringent in North America than in Europe.

Accepted Answer

A) True 
 B)False

Question 17

Google has a keyword advertising program called AdSearch.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Search engine advertising relies heavily on understanding consumer searches by _____.

Accepted Answer

A)  keywords 
B)  price point 
C)  cookies 
D)  index 
E)  Facebook 
A)  keywords 
B)  price point 
C)  cookies 
D)  index 
E)  Facebook

Question 20

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies' actual websites with the intent to extract personal data from people such as their credit card and ATM numbers.

Accepted Answer

A)  Spamming 
B)  Podcasting 
C)  Skimming 
D)  Phishing 
E)  Browsing 
A)  Spamming 
B)  Podcasting 
C)  Skimming 
D)  Phishing 
E)  Browsing

Exam 13: Online and Mobile Advertising

Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries?

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

Search engine advertisers using Google bid on keywords using Google's _____ program.

The major difference between websites and other alternative online ad formats is that users seek out websites in a goal-oriented fashion.

_____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

The two forms of search engine advertising available to online advertisers are _____.

One issue with marketers sending advertising messages to cell phones is that _____.

Websites are different from other online ad formats because users seek out websites in a(n)_____ fashion.

Barry was looking for golfers' scores at the recent PGA championship on the PGA's Web page when an animated ad for Calloway golf clubs appeared on top of the PGA's Web page.What type of Internet advertisement is this?

Interstitials are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

One of the fastest growing forms of Internet advertising is _____ including so-called Webisodes.

A critical element of search engine advertising is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service.

Which of the following is NOT an Internet advertising format?

_____ are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

Regulations against unsolicited e-mail (spam)are much more stringent in North America than in Europe.

Google has a keyword advertising program called AdSearch.

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

Search engine advertising relies heavily on understanding consumer searches by _____.

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies' actual websites with the intent to extract personal data from people such as their credit card and ATM numbers.

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 Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters