Question 1

Interstitial ads appear on a site after a page has been requested but before it has loaded,and stays onscreen long enough for the message to be registered.

Accepted Answer

A) True 
 B)False  True

Question 2

Hundreds of millions of online buyers bring e-commerce revenues of U.S.$680 billion a year.

Accepted Answer

A) True 
 B)False  True

Question 3

Ephemeral means that the content lasts for a short time,so social media sites like Snapchat are relevant to this term.

Accepted Answer

A) True 
 B)False  True

Question 4

Which of the following is accurate?

Accepted Answer

A)   There is a sharp rise in traditional media. 
B)   Social media cannot have a seamless interface with television. 
C)   There can be some synergies for online advertisers that can actually enhance one's social networking experience. 
D)   Consumers online consumer behavior disappears.

Question 5

Which of the following is true of online communities?

Accepted Answer

A)   It depends on mass collaboration as individuals simultaneously create value for themselves and others.  
B)   It involves one-way messaging and online information retrieval. 
C)   It cannot be used for addressing consumers during crisis management. 
D)   It ignores consumer privacy, and people feel unsafe in sharing information on the Internet.

Question 6

Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run,among other things.

Accepted Answer

A) True 
 B)False

Question 7

A digital footprint is the trail of social media posts,videos,photos,status updates,and online information on a person,organization,or brand.

Accepted Answer

A) True 
 B)False

Question 8

In the context of video games,which of the following is true of advergames?

Accepted Answer

A)   There are two levels of brand promotion within an advergame. 
B)   The advergame content centers around a brand. 
C)   It is the concept of showing ads at the end of a video game. 
D)   Repeated display of advergames has a positive effect on players' attitudes toward a brand.

Question 9

Digital advertising investments are a basic of digital advertising and online search.

Accepted Answer

A) True 
 B)False

Question 10

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)The owner of a new athletic-training facility decided to pay to have its ads appear on athletics and training-related search results on Google.This kind of advertising is known as _________.

Accepted Answer

A)   sponsorship  
B)   paid search 
C)   search engine optimization  
D)   corporate home page

Question 11

Which of the following is fundamental to achieve a high exposure rate,and to drive interaction and engagement for advertisements through social media?

Accepted Answer

A)   Having a large network and a scalable fan base for the brand page 
B)   Placing ads on websites that attract visitors from different market segments  
C)   Promoting sponsored stories on social networking sites 
D)   Setting up pay-per-click ads on social networking websites

Question 12

Pop-up ads are not the best choice for advertising a product because most people find them annoying.

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

Social media are accessible in that they are simple to find and use for a broad audience and they are scalable,as network effects play a key role.

Accepted Answer

A) True 
 B)False

Question 15

In addition to monitoring electronic word of mouth,managers are keenly interested in metrics from social media content and social media advertising.

Accepted Answer

A) True 
 B)False

Question 16

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 17

The managers of a sandwich shop want to publicize their stores.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 online 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 18

How can an advertiser best leverage the power of E-search in advertising?

Accepted Answer

A)   By making an ad that motivates consumers to use the Internet to obtain more information on a brand 
B)   By completely moving from traditional to digital advertising 
C)   By making social media app ads that tend to generate consumer loyalty toward a brand  
D)   By calculating the I-Traffic Index that computes a site's advertising value

Question 19

Multiple screens and/or multiple devices are an important consideration in advertising and integrated brand promotion today.

Accepted Answer

A) True 
 B)False

Question 20

Explain why it is crucial for advertisers to understand how consumers think,feel,and act regarding social media,online advertising,and e-commerce.Can social media be leveraged profitably? Explain.

Accepted Answer

The answer of Explain why it is crucial for advertisers...

Exam 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

Interstitial ads appear on a site after a page has been requested but before it has loaded,and stays onscreen long enough for the message to be registered.

Hundreds of millions of online buyers bring e-commerce revenues of U.S.$680 billion a year.

Ephemeral means that the content lasts for a short time,so social media sites like Snapchat are relevant to this term.

Which of the following is accurate?

Which of the following is true of online communities?

Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run,among other things.

A digital footprint is the trail of social media posts,videos,photos,status updates,and online information on a person,organization,or brand.

In the context of video games,which of the following is true of advergames?

Digital advertising investments are a basic of digital advertising and online search.

Which of the following is fundamental to achieve a high exposure rate,and to drive interaction and engagement for advertisements through social media?

Pop-up ads are not the best choice for advertising a product because most people find them annoying.

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.

Social media are accessible in that they are simple to find and use for a broad audience and they are scalable,as network effects play a key role.

In addition to monitoring electronic word of mouth,managers are keenly interested in metrics from social media content and social media advertising.

How can an advertiser best leverage the power of E-search in advertising?

Multiple screens and/or multiple devices are an important consideration in advertising and integrated brand promotion today.

Explain why it is crucial for advertisers to understand how consumers think,feel,and act regarding social media,online advertising,and e-commerce.Can social media be leveraged profitably? Explain.