Question 1

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to:

Accepted Answer

A) link the banner with the home page. 
B) target specific market niches. 
C) offer high-volume traffic rather than low-volume traffic for the same price. 
D) boost web visits and gain more likes.

Question 2

An advertiser for a weight-loss product decides to use paid search.This entails:

Accepted Answer

A) paying websites and portals to place ads in or near relevant search results based on keywords. 
B) offering the same content material that a consumer would normally pay for using traditional media. 
C) paying consumers a small amount to have them click on the particular websites. 
D) promoting the product at the portal or other entry places to the Web.

Question 3

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

Question 4

The managers of a fast-food chain want to publicize their restaurants.They would like to invest in a sales promotion strategy that would promote positive word of mouth, mass exposure, increased brand awareness, and getting new customers.Their aim is a high frequency promotion that leads to speedy sales.As an Internet advertising specialist, which of the following sales promotion strategies would you recommend?

Accepted Answer

A) Social couponing sites 
B) Ads on the radio 
C) Pop-up ads 
D) Display/banner ads

Question 5

Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a
slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get
down to work.
-(Scenario 14-2) When you visited the restaurant site, the marketers were able to collect some information about you and your buying habits.Marketers are able to do this by:

Accepted Answer

A) counting the number of hits made on the site. 
B) using software that monitors one's digital footprint. 
C) tracking the email registration on the site. 
D) counting keystrokes used to move through the site.

Question 6

is the trail of social media and online information on a person, organization, or brand.

Accepted Answer

A) Virtual identity 
B) I-Traffic Index 
C) Digital footprint 
D) Web 2.0

Question 7

A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is true of a blog?

Accepted Answer

A) It contains text, but not graphics and videos. 
B) It allows users to tag other users in their networks. 
C) It focuses on helping users find and add friends and contacts. 
D) It is a site written and maintained by individuals.

Question 9

Avatars are a part of consumer virtual identity, and may or may not accurately coincide with the consumers' "real identity."

Accepted Answer

A) True 
 B)False

Question 10

A customer searches for air conditioners online, and finds other advertisements from well-known air conditioning brands quoting the prices of their products.This is an example of search engine optimization.

Accepted Answer

A) True 
 B)False

Question 11

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services.But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses.When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent.According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers.Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand.One of the more
common practices for small business owners utilizing social media is including URLs on business cards-of all sites,
Facebook (no surprise) was the most common site to make it onto business cards.
(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)
-(Scenario 14-3) Two young women decided to open a comedy club, and they chose YouTube as their main outlet for advertising.They put together a five minute clip of an improvisation routine and posted it on the site.Soon they noticed that the total number of views for the video had skyrocketed to 25,000.They found that the video was being sent all over the country via email and Facebook messages.This short video is now a form of .

Accepted Answer

A) mobile marketing 
B) online retailing 
C) interactive advertising 
D) viral marketing

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) Managers at Optima want to better understand the cost implications of advertising on the Internet. Visualizers' media researchers prepare a presentation using four traditional media placements to compare.The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however, it is higher than television.Visualizers points out that the advantage offered by the banner ad is its:

Accepted Answer

A) capacity for blanketing the world of online consumers with the Optima brand. 
B) ability to deliver to a highly desirable, segmented, and motivated audience. 
C) quick-change option that allows marketers to make changes to the creativity of the ad. 
D) ability to insert itself into interactive situations where consumers don't expect to see it.

Question 13

A privacy seal enables a private purchase to become more socially embedded.

Accepted Answer

A) True 
 B)False

Question 14

Cranola Inc.has newly set up a website where customers can obtain information as well as buy its products.It notices that people who visit its website are instantly interested in the products, and 85% of the visitors end up making purchases.However, it also notices that the number of visitors are very low as they don't find it on their searches very often.Which of the following should Crayola include in its IBP campaign to increase its website's visibility and traffic?

Accepted Answer

A) Pop-under ads 
B) Interstitial ads 
C) Buzz marketing 
D) Search engine optimization

Question 15

refers to a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways.

Accepted Answer

A) RDBMS 
B) Ordinal data 
C) Big data 
D) Metadata

Question 16

It is important to know if a company respects consumer privacy before opting to receive communication from it because:

Accepted Answer

A) an individual can be identified through a minimal compilation of anonymous information. 
B) a consumer must be aware of a company's ethical standards to provide appropriate feedback. 
C) the company may circulate an individual's email address and invade his or her privacy. 
D) if a company lacks ethical standards, its products are more likely to be of substandard quality.

Question 17

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 14­1) One of Foursquare's strengths is that it offers a very interactive experience to its users.Tracking brand interactivity over the Internet can be done in ways that are not possible using traditional advertising.This is because the Internet:

Accepted Answer

A) allows advertisers to track users and their behaviors through their digital footprints. 
B) allows users to inform companies about the sites they have visited recently. 
C) is cheaper for companies to operate, and they can spend more money on tracking software. 
D) helps consumers provide an instant feedback when they visit the website.

Question 18

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.

Question 19

Which of the following is a predominant concern relating to social media?

Accepted Answer

A) Management of various portals 
B) Consumer privacy 
C) Cost-effectiveness 
D) Restrictions to freedom of speech

Question 20

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.

Accepted Answer

A) True 
 B)False

Exam 14: Media Planning Advertising and Ibp in Digital and Social Media

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to:

An advertiser for a weight-loss product decides to use paid search.This entails:

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

is the trail of social media and online information on a person, organization, or brand.

A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.

Which of the following is true of a blog?

Avatars are a part of consumer virtual identity, and may or may not accurately coincide with the consumers' "real identity."

A customer searches for air conditioners online, and finds other advertisements from well-known air conditioning brands quoting the prices of their products.This is an example of search engine optimization.

A privacy seal enables a private purchase to become more socially embedded.

refers to a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways.

It is important to know if a company respects consumer privacy before opting to receive communication from it because:

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 a predominant concern relating to social media?

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.