Exam 13: Digital Media: Online, Mobile and App Advertising

Google enables online advertisers to run ads on websites other than Google's own site,which is known as _____.

Electronic files,called brownies,can track users' online behavior.

Research has found that click-through rates (CTRs)are a function of _____.

Which type of online advertising format has the appeal of communicating directly with prospective customers,who in turn can become active communicators through their own posted comments? 

It is expected that blogs will continue to represent a major advertising opportunity for quite some time.

Google has a keyword advertising program called AdSearch.

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

Interactivity,which is intertwined with _____,allows for users to select the information they perceive relevant and for brand managers to build relationships with customers via two-way communication.

In the programmatic advertising process,the SSP sends dimensions of ad space to the publisher,and the publisher reads users' cookies in order to serve the most relevant ad.

Compare and contrast the concepts of individualization and interactivity.

_____ occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

Integration and interactivity are key features of online advertising.

Estimates of click-through rates to banner ads average 25 percent.

The CPM metric is a simple way to measure an online ad's effectiveness.

In the second step of the online advertising process,the digital agency supplies assets to the 3rd party ad server and the ad server provides campaign reporting back to the agency.

One of the fastest growing forms of online advertising is _____,including so-called Webisodes.

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

In programmatic advertising,the process is facilitated by demand side platforms (DSPs)that help the buying of ad space on the open market and supply side platforms (SSPs)that help match the unsold ad inventory.

Which metric can be used to measure the exposure value or popularity of a website or online ad? 

Research on the "look" of Web pages suggests that complex Web pages are better liked than those with relatively simple backgrounds.