Question 1

As Web advertising tools, banners take up less space than buttons.

Accepted Answer

A) True 
 B)False  False

Question 2

In the context of purchasing advertising space, some publishers charge their clients according to click-throughs, that is:

Accepted Answer

A) the clients need to pay when a user actually clicks on a banner ad to visit the advertiser's landing page. 
B) the clients need to pay when a user clicks to visit the Web site on which the ad is displayed. 
C) the clients need to pay only when a consumer purchases a product from the advertiser's home page. 
D) the clients need to pay in advance for uploading their ads on a Web site. 
E) the clients need to pay a fixed amount for every banner ad. 
A) the clients need to pay when a user actually clicks on a banner ad to visit the advertiser's landing page. 
B) the clients need to pay when a user clicks to visit the Web site on which the ad is displayed. 
C) the clients need to pay only when a consumer purchases a product from the advertiser's home page. 
D) the clients need to pay in advance for uploading their ads on a Web site. 
E) the clients need to pay a fixed amount for every banner ad. A

Question 3

Third-party ad servers deliver ads from across multiple Web domains to one central source.

Accepted Answer

A) True 
 B)False  False

Question 4

_____ are specifically designed to deliver promotions from one central source, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Accepted Answer

A) Third-party ad servers 
B) Cookies 
C) Worms 
D) Desktop meters 
E) Trojans 
A) Third-party ad servers 
B) Cookies 
C) Worms 
D) Desktop meters 
E) Trojans

Question 5

Which of the following is true about behavioral targeting?

Accepted Answer

A) It is unable to track people's behavior on the Internet. 
B) It cannot track viewers anonymously. 
C) It cannot use encrypted identification numbers. 
D) It tends to be too invasive into consumers' lives. 
E) It does not allow advertisers to place cookies on the user's browser. 
A) It is unable to track people's behavior on the Internet. 
B) It cannot track viewers anonymously. 
C) It cannot use encrypted identification numbers. 
D) It tends to be too invasive into consumers' lives. 
E) It does not allow advertisers to place cookies on the user's browser.

Question 6

Sponsored SMS is the form of advertising that represents the smallest inventory.

Accepted Answer

A) True 
 B)False

Question 7

HTML allows for the relatively easy creation of displays, called _____, that can be easily linked to all kinds of content, including other sites.

Accepted Answer

A) worms 
B) Web pages 
C) Trojans 
D) broadband connections 
E) cookies 
A) worms 
B) Web pages 
C) Trojans 
D) broadband connections 
E) cookies

Question 8

Viral marketing is the Internet equivalent of billboards and hoardings.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is true about third-party ad servers?

Accepted Answer

A) Third-party ad servers can deliver ads from multiple sources across multiple Web domains. 
B) Third-party ad servers cannot deliver ads from a single source. 
C) Third-party ad servers can deliver ads from one central server across multiple Web domains. 
D) Third-party ad servers are restricted to delivering ads to a single Web domain. 
E) Third-party ad servers cannot control the rotation and distribution of their advertisements. 
A) Third-party ad servers can deliver ads from multiple sources across multiple Web domains. 
B) Third-party ad servers cannot deliver ads from a single source. 
C) Third-party ad servers can deliver ads from one central server across multiple Web domains. 
D) Third-party ad servers are restricted to delivering ads to a single Web domain. 
E) Third-party ad servers cannot control the rotation and distribution of their advertisements.

Question 10

How as the Internet changed the way we send mail?

Accepted Answer

The Internet has changed the w

Question 11

_____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information.

Accepted Answer

A) Buttons 
B) Trojans 
C) Cookies 
D) Banners 
E) Search engines 
A) Buttons 
B) Trojans 
C) Cookies 
D) Banners 
E) Search engines

Question 12

A Web site is used as a supplement to a microsite.

Accepted Answer

A) True 
 B)False

Question 13

A centralized network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.

Accepted Answer

A) True 
 B)False

Question 14

What are cookies?

Accepted Answer

Cookies are small pieces of information

Question 15

In the context of mobile advertising, the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

Accepted Answer

A) index 
B) button 
C) deck 
D) banner 
E) cookie 
A) index 
B) button 
C) deck 
D) banner 
E) cookie

Question 16

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Accepted Answer

A) True 
 B)False

Question 17

In the context of traditional media, time and space are not limited resources.

Accepted Answer

A) True 
 B)False

Question 18

One of the differences between the Internet and traditional media is that:

Accepted Answer

A) traditional media content has been delivered through a distributed network. 
B) in traditional media, space is not a limited resource. 
C) the consumers using the Internet consume content in an appointment viewing mode. 
D) internet audiences are typically content consumers. 
E) the Internet, from its beginnings, has been interactive. 
A) traditional media content has been delivered through a distributed network. 
B) in traditional media, space is not a limited resource. 
C) the consumers using the Internet consume content in an appointment viewing mode. 
D) internet audiences are typically content consumers. 
E) the Internet, from its beginnings, has been interactive.

Question 19

Which of the following statements about digital interactive media is true?

Accepted Answer

A) The Internet has opened the door to electronic commerce. 
B) The percentage of the U.S.population able to access the Internet on a regular basis continues to decrease. 
C) Interactive TV is not a form of digital media. 
D) The Internet is still a niche advertising medium as it is costly. 
E) Internet reach is the lowest among non-Hispanic whites. 
A) The Internet has opened the door to electronic commerce. 
B) The percentage of the U.S.population able to access the Internet on a regular basis continues to decrease. 
C) Interactive TV is not a form of digital media. 
D) The Internet is still a niche advertising medium as it is costly. 
E) Internet reach is the lowest among non-Hispanic whites.

Question 20

"In the 2000s, the Internet is a global medium." Explain.

Accepted Answer

People around the world use the Internet

As Web advertising tools, banners take up less space than buttons.

In the context of purchasing advertising space, some publishers charge their clients according to click-throughs, that is:

Third-party ad servers deliver ads from across multiple Web domains to one central source.

_____ are specifically designed to deliver promotions from one central source, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Which of the following is true about behavioral targeting?

Sponsored SMS is the form of advertising that represents the smallest inventory.

HTML allows for the relatively easy creation of displays, called _____, that can be easily linked to all kinds of content, including other sites.

Viral marketing is the Internet equivalent of billboards and hoardings.

Which of the following is true about third-party ad servers?

How as the Internet changed the way we send mail?

_____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information.

A Web site is used as a supplement to a microsite.

A centralized network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.

What are cookies?

In the context of mobile advertising, the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

In the context of traditional media, time and space are not limited resources.

One of the differences between the Internet and traditional media is that:

Which of the following statements about digital interactive media is true?

"In the 2000s, the Internet is a global medium." Explain.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters

Exam 15: Using Digital Interactive Media

As Web advertising tools, banners take up less space than buttons.

In the context of purchasing advertising space, some publishers charge their clients according to click-throughs, that is:

Third-party ad servers deliver ads from across multiple Web domains to one central source.

_____ are specifically designed to deliver promotions from one central source, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Which of the following is true about behavioral targeting?

Sponsored SMS is the form of advertising that represents the smallest inventory.

HTML allows for the relatively easy creation of displays, called _____, that can be easily linked to all kinds of content, including other sites.

Viral marketing is the Internet equivalent of billboards and hoardings.

Which of the following is true about third-party ad servers?

How as the Internet changed the way we send mail?

_____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information.

A Web site is used as a supplement to a microsite.

A centralized network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.

What are cookies?

In the context of mobile advertising, the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

In the context of traditional media, time and space are not limited resources.

One of the differences between the Internet and traditional media is that:

Which of the following statements about digital interactive media is true?

"In the 2000s, the Internet is a global medium." Explain.

Advertising and IMC Today

The Big Picture: The Evolution of Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global Part Two: Crafting Marketing and Advertising Strategies

Marketing and Consumer Behavior: The Foundations of Advertising

Market Segmentation and the Marketing Mix: Determinants of Campaign Strategy

Research: Gathering Information for Imc Planning

Marketing and Imc Planning

Planning Media Strategy: Disseminating the Message Part Three: Creating Advertisements and Commercials

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Print, Electronic, and Digital Media Production Part Four: Using Advertising Media

Using Print Media

Using Electronic Media: Television and Radio

Using Out-Of-Home, Exhibitive, and Supplementary Media Part Five: Integrating Advertising With Other Elements of Imc

Introducing Social Media

Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion

Relationship Building: Public Relations, Sponsorship, and Corporate Advertising Epilogue Repositioning a Brand

Filters