Question 1

E-mail is not nearly as effective as originally expected because many marketers have simply "spoiled the commons."

Accepted Answer

A) True 
 B)False

Question 2

Online advertising formats that use motion,sights,and sounds are referred to as _____.

Accepted Answer

A)  banner ads 
B)  third screen media 
C)  CTRs 
D)  rich media 
E)  webblogs 
A)  banner ads 
B)  third screen media 
C)  CTRs 
D)  rich media 
E)  webblogs

Question 3

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

Accepted Answer

First,by way of number,search engine adv

Question 4

Banner ads are the least common form of Internet advertising.

Accepted Answer

A) True 
 B)False

Question 5

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 6

Define the following terms: banner ads,pop-ups,interstitials,superstitials,and video ads.

Accepted Answer

Banner ads are typically small,static ad

Question 7

The idea of reciprocity generally defines the nature of interactive media.

Accepted Answer

A) True 
 B)False

Question 8

Electronic measurement of a sample of users is possibly the most valuable tool for assessing Internet usage activity.

Accepted Answer

A) True 
 B)False

Question 9

Advertising via behavioral targeting implies that only those consumers known to be interested in a topic would receive ads from a marketer.

Accepted Answer

A) True 
 B)False

Question 10

Online advertising formats include all of the following except _____.

Accepted Answer

A)  email advertising 
B)  search engine advertising 
C)  online reviews 
D)  rich media advertising 
E)  None of these are correct. 
A)  email advertising 
B)  search engine advertising 
C)  online reviews 
D)  rich media advertising 
E)  None of these are correct.

Question 11

Consumers' Internet usage continues to grow at the expense of the traditional media.

Accepted Answer

A) True 
 B)False

Question 12

The website for a brand is an invaluable advertising medium for conveying information about the brand,its character,and its promotional offerings.

Accepted Answer

A) True 
 B)False

Question 13

_____ ads are typically small,static ads placed in frequently visited websites.

Accepted Answer

A)  Banner 
B)  Pop-Up 
C)  Interstitial 
D)  Superstitial. 
E)  CGI 
A)  Banner 
B)  Pop-Up 
C)  Interstitial 
D)  Superstitial. 
E)  CGI

Question 14

One general objective for assessing website advertising effectiveness is to assess the exposure value or popularity of a website or Internet ad.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

_____ is a way of publishing sound files to the Internet,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 17

In recent years there have been increased efforts on the part of advertisers and their agencies to locate new media that are _____ than the established media.

Accepted Answer

A)  more geographically dispersed 
B)  easier to buy, more efficient, and more conducive to audience segmentation 
C)  less fractionalized and impersonal 
D)  more relationship oriented 
E)  less costly, less cluttered, and more effective 
A)  more geographically dispersed 
B)  easier to buy, more efficient, and more conducive to audience segmentation 
C)  less fractionalized and impersonal 
D)  more relationship oriented 
E)  less costly, less cluttered, and more effective

Question 18

One type of banner ad is called a skyscraper.

Accepted Answer

A) True 
 B)False

Question 19

_____ refers to the fact that the Internet 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

Question 20

Procter & Gamble has created a website called "The People's Choice" that focuses on entertainment and allows consumers to share their views on matters such as reality TV programs,entertainers,musicians,etc.This is an example of a _____ site.

Accepted Answer

A)  customized product 
B)  social networking 
C)  sales promotion 
D)  product placement 
E)  video advertising 
A)  customized product 
B)  social networking 
C)  sales promotion 
D)  product placement 
E)  video advertising

Exam 13: Online and Mobile Advertising

E-mail is not nearly as effective as originally expected because many marketers have simply "spoiled the commons."

Online advertising formats that use motion,sights,and sounds are referred to as _____.

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

Banner ads are the least common form of Internet advertising.

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

Define the following terms: banner ads,pop-ups,interstitials,superstitials,and video ads.

The idea of reciprocity generally defines the nature of interactive media.

Electronic measurement of a sample of users is possibly the most valuable tool for assessing Internet usage activity.

Advertising via behavioral targeting implies that only those consumers known to be interested in a topic would receive ads from a marketer.

Online advertising formats include all of the following except _____.

Consumers' Internet usage continues to grow at the expense of the traditional media.

The website for a brand is an invaluable advertising medium for conveying information about the brand,its character,and its promotional offerings.

_____ ads are typically small,static ads placed in frequently visited websites.

One general objective for assessing website advertising effectiveness is to assess the exposure value or popularity of a website or Internet ad.

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

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

In recent years there have been increased efforts on the part of advertisers and their agencies to locate new media that are _____ than the established media.

One type of banner ad is called a skyscraper.

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

Procter & Gamble has created a website called "The People's Choice" that focuses on entertainment and allows consumers to share their views on matters such as reality TV programs,entertainers,musicians,etc.This is an example of a _____ site.

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

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