Question 1

When Web media is combined with traditional media, the broad goal is to have the Web generation seek out and pay attention to messages on the Web more than those sent through traditional media.

Accepted Answer

A) True 
 B)False  True

Question 2

A soft drink advertiser decides to runs banner ads to direct preteens to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports, among others, because this tactic

Accepted Answer

A)  links the banner with the home page.
B)  targets specific market niches.
C)  offers high-volume traffic rather than low-volume traffic for the same price.
D)  has been shown by academic research to boost online sales. B

Question 3

On a cost-per-thousand (CPM) basis, the process of running Web ads

Accepted Answer

A)  is virtually nonexistent because there is no charge for most ads.
B)  is much less expensive than ads placed in traditional media.
C)  compares favorably with ads placed in traditional media.
D)  becomes a great deal more expensive than ads placed in traditional media. C

Question 4

Display/banner ads and websites allow advertisers to measure with some accuracy the actual individual responses to an ad, something that is unattainable in current forms of traditional media.

Accepted Answer

A) True 
 B)False

Question 5

The Internet is essentially a young person's medium as well as target market, since the population of daily users aged 65 and older is quite small: less than 1 million.

Accepted Answer

A) True 
 B)False

Question 6

A big advantage for advertisers using online advertising, mobile marketing, or website content is that these messages are delivered seven days a week, around the clock, whenever the receiver is logged on and active.

Accepted Answer

A) True 
 B)False

Question 7

The social aspect of the Internet is one of the most important reasons for its success.

Accepted Answer

A) True 
 B)False

Question 8

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 that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once 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 inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting 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) The owner of a new athletic-training facility decided to pay to have its ads in or near relevant search results from Google. This can be described as

Accepted Answer

A)  sponsorship.
B)  paid search.
C)  pop up/under ads.
D)  corporate home page.

Question 9

The annual numbers show very clearly that ____ account for the overwhelming majority of e-commerce sales transactions.

Accepted Answer

A)  the Internet's three biggest retailers
B)  business-to-business deals
C)  paid searches
D)  consumer purchases

Question 10

About 68 percent of American households take part in these forms of digital/interactive media on computers as well as on mobile devices, and the average user is 35 years old.What are they?

Accepted Answer

A)  social networks
B)  virtual worlds
C)  video games
D)  virtual malls

Question 11

Which social media website has taken an active role in welcoming advertisers by offering a media kit for setting up and launching an advertising brand location?

Accepted Answer

A)  YouTube
B)  LinkedIn
C)  Google
D)  Facebook

Question 12

As an advertiser, what tools can you use to make your home page as popular as possible?

Accepted Answer

The answer of As an advertiser, what tools can you...

Question 13

Scenario 14-4
Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as 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.Optima has set a goal of 9 percent from Internet sales by the end of next year.
-(Scenario 14-4) Visualizers informs Optima that ____ represent the number of elements requested from a given page, ____ refer to the number of html files sent to the requesting user, and ____ are the number of different "people" visiting the site over a specified time period.

Accepted Answer

A)  visits; hits; reach
B)  reach; frequency; circulation
C)  pages; visits; hits
D)  hits; page views; unique visitors

Question 14

Scenario 14-1
When the social networking/gaming website Foursquare launched in 2009, it was only accessible to residents in 100 U.S.cities. One year later, an updated version of the service allows 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 feelings about favorable experiences (or unfavorable ones). 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 14-1) Foursquare has been getting over two million visits per week on its site.If 25,000 of its users are responsible for all 2 million visits, these users make up all of the site's

Accepted Answer

A)  unique visitors.
B)  avid fans.
C)  target market.
D)  site followers.

Question 15

Not long ago you could prepare and buy relatively inexpensive banner ads, but in recent years the cost of Internet advertising has skyrocketed.

Accepted Answer

A) True 
 B)False

Question 16

An example of IBP via digital/interactive media is seen on a popular social media site.Potential customers go to this site voluntarily, based on a personal interest, and a brand exposure just happens to show up on the site in a "natural" way.

Accepted Answer

A) True 
 B)False

Question 17

The newest venue for viral campaigns involves online videos of television commercials or their followup ads.

Accepted Answer

A) True 
 B)False

Question 18

Of all options available for Internet advertisers, the World Wide Web, or WWW, provides the widest and most diverse range of opportunities.

Accepted Answer

A) True 
 B)False

Question 19

A number of local retailers have set up their websites inside a virtual mall.This type of site is developed for a user to

Accepted Answer

A)  stream video and audio from multiple corporate sites.
B)  view multiple displays of point-of-purchase advertising.
C)  find sites based on product categories.
D)  search for sites by entering key words and scanning a list.

Question 20

What are the two major types of media used by businesses and other organizations to communicate with consumers on the Internet? Summarize the ways that product information is conveyed through each online medium.

Accepted Answer

The answer of What are the two major types of...

Exam 14: Media Planning: Advertising and Ibp in Digitalinteractive Media

When Web media is combined with traditional media, the broad goal is to have the Web generation seek out and pay attention to messages on the Web more than those sent through traditional media.

A soft drink advertiser decides to runs banner ads to direct preteens to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports, among others, because this tactic

On a cost-per-thousand (CPM) basis, the process of running Web ads

Display/banner ads and websites allow advertisers to measure with some accuracy the actual individual responses to an ad, something that is unattainable in current forms of traditional media.

The Internet is essentially a young person's medium as well as target market, since the population of daily users aged 65 and older is quite small: less than 1 million.

A big advantage for advertisers using online advertising, mobile marketing, or website content is that these messages are delivered seven days a week, around the clock, whenever the receiver is logged on and active.

The social aspect of the Internet is one of the most important reasons for its success.

The annual numbers show very clearly that ____ account for the overwhelming majority of e-commerce sales transactions.

About 68 percent of American households take part in these forms of digital/interactive media on computers as well as on mobile devices, and the average user is 35 years old.What are they?

Which social media website has taken an active role in welcoming advertisers by offering a media kit for setting up and launching an advertising brand location?

As an advertiser, what tools can you use to make your home page as popular as possible?

Not long ago you could prepare and buy relatively inexpensive banner ads, but in recent years the cost of Internet advertising has skyrocketed.

An example of IBP via digital/interactive media is seen on a popular social media site.Potential customers go to this site voluntarily, based on a personal interest, and a brand exposure just happens to show up on the site in a "natural" way.

The newest venue for viral campaigns involves online videos of television commercials or their followup ads.

Of all options available for Internet advertisers, the World Wide Web, or WWW, provides the widest and most diverse range of opportunities.

A number of local retailers have set up their websites inside a virtual mall.This type of site is developed for a user to

What are the two major types of media used by businesses and other organizations to communicate with consumers on the Internet? Summarize the ways that product information is conveyed through each online medium.