Question 1

Overall, the Internet has now finally become the advertising option that it was expected it to be.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is accurate concerning click fraud?

Accepted Answer

A) It involves the illegal generation of clicks on ads that have nothing to do with consumer interest. 
B) It has been reported by more than 70 percent of Web advertisers. 
C) It occurs when the advertiser negotiates for a flat fee with the site provider. 
D) It is annoying and costly, but it is not yet illegal in the U.S.

Question 3

The measurement of Web audience that is easily exaggerated and therefore the least accurate involves totaling

Accepted Answer

A) visits. 
B) pages. 
C) hits. 
D) click-throughs.

Question 4

A mash-up is a combination of

Accepted Answer

A) conflicting digital interactions when a website crashes during high consumer traffic. 
B) several websites into a single site to provide additional information or opportunities. 
C) pop-up and pop-under ads that act as a single unit. 
D) for-profit and not-for-profit organizations on a site to benefit a charity.

Question 5

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) 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 for methods of traditional advertising. One way this can be done is the Internet

Accepted Answer

A) allows advertisers to track how users interact with their brands and learn what interests current and potential customers. 
B) allows users to inform companies as to what sites they have visited and when. 
C) is cheaper for companies to operate, so they can spend more money on tracking software. 
D) is regulated by an entity that records every consumers' habits and search history.

Question 6

The reach of the Internet, that is, the use of this medium by audiences, is larger than all other media except for television.

Accepted Answer

A) True 
 B)False

Question 7

One big advantage of rich media/video and audio is that it can lead to click-through rates that are hundreds of times greater than those for display/banner ads.

Accepted Answer

A) True 
 B)False

Question 8

Many consumers access social media on the Internet while also using another form of media, providing a seamless interface.Which IBP tool do they use?

Accepted Answer

A) radio 
B) direct mail 
C) television 
D) magazines

Question 9

Which of the following is an example of a mash-up?

Accepted Answer

A) LuckySurf.com, which runs online contests in an attempt to gain loyal visitors 
B) Dogpile.com, which combines the results of several search engines at once 
C) Yahoo.com, which offers a massive search index containing millions of pages 
D) Chicagocrime.org, which provides crime statistics and then pinpoints locations with GoogleMaps

Question 10

An important thing to remember about the reach of the Internet as an IBP medium is that

Accepted Answer

A) its reach varies dramatically, based on ever-changing levels of Internet traffic. 
B) only about half of U.S.households have access, so reach is quite limited. 
C) its reach seems large, but it doesn't allow for access to geographically diverse locations. 
D) after TV and radio, no other medium has comparable reach.

Question 11

A search engine allows an Internet user to surf the Web by typing in key words and be
given a list of all websites containing those key words.

Accepted Answer

A) True 
 B)False

Question 12

A website is a collection of Web pages, images, videos, and other digital content hosted on a Web server.

Accepted Answer

A) True 
 B)False

Question 13

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 14

A young man graduates with both journalism and communications degrees and finally has time to get his message out to the world.The digital/interactive media format he is considering has as its essential characteristics its informal style and its journal format.What is he interested in doing?

Accepted Answer

A) joining a social network 
B) building a website 
C) writing a blog 
D) creating a corporate/brand home page

Question 15

An Internet user wants to move from one website to a related one.She requests the new page by clicking on a link, but then an ad message flashes in front of her while she waits for the page to be loaded.What type of advertising is this?

Accepted Answer

A) splash screen 
B) display/banner 
C) pop-under 
D) widget

Question 16

You have designed an exciting line of products and are starting a business out of your home.You want to create a website, assuming "If you build it, they will come." You find that there's a little more to it than that.An attractive consumer site can cost quite a bit, particularly due to the expense of specialized personnel who

Accepted Answer

A) register the site with search engines. 
B) design and constantly update the site. 
C) offer hosting services for the site. 
D) contract with portals for the site.

Question 17

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) One entrepreneur decided to test potential interest in her small start-up venture by paying an agency to track the number of weekly hits on the company's website. Initially, the website was receiving thousands of views per day. However, the entrepreneur soon discovered that many of the hits originated from phony locations, not search engines such as Google. This unfortunate entrepreneur is apparently a victim of

Accepted Answer

A) search engine fraud. 
B) click fraud. 
C) faulty Internet measuring. 
D) reckless Web surfing.

Question 18

Estimates suggest that more than ____ spam emails are sent every day worldwide, representing about ____ of all email traffic.

Accepted Answer

A) 14 billion; 45 percent 
B) 6 billion; 65 percent 
C) 2 billion; 15 percent 
D) 400 million; 25 percent

Question 19

Companies are now spending more than $10 billion annually to advertise on digital/interactive media, with "paid search" in the lead at $3 billion.

Accepted Answer

A) True 
 B)False

Question 20

Almost 45 percent of Americans now use the World Wide Web.

Accepted Answer

A) True 
 B)False

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

Overall, the Internet has now finally become the advertising option that it was expected it to be.

Which of the following is accurate concerning click fraud?

The measurement of Web audience that is easily exaggerated and therefore the least accurate involves totaling

A mash-up is a combination of

The reach of the Internet, that is, the use of this medium by audiences, is larger than all other media except for television.

One big advantage of rich media/video and audio is that it can lead to click-through rates that are hundreds of times greater than those for display/banner ads.

Many consumers access social media on the Internet while also using another form of media, providing a seamless interface.Which IBP tool do they use?

Which of the following is an example of a mash-up?

An important thing to remember about the reach of the Internet as an IBP medium is that

A search engine allows an Internet user to surf the Web by typing in key words and be given a list of all websites containing those key words.

A website is a collection of Web pages, images, videos, and other digital content hosted on a Web server.

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.

A young man graduates with both journalism and communications degrees and finally has time to get his message out to the world.The digital/interactive media format he is considering has as its essential characteristics its informal style and its journal format.What is he interested in doing?

An Internet user wants to move from one website to a related one.She requests the new page by clicking on a link, but then an ad message flashes in front of her while she waits for the page to be loaded.What type of advertising is this?

Estimates suggest that more than spam emails are sent every day worldwide, representing about of all email traffic.

Companies are now spending more than $10 billion annually to advertise on digital/interactive media, with "paid search" in the lead at $3 billion.

Almost 45 percent of Americans now use the World Wide Web.