Question 1

Which of the following is true about Google's sponsored links?

Accepted Answer

A) The advertisers pay Google only when a search engine user clicks on the link and visits the sponsor's site. 
B) As in the case of banner ads, advertisers pay just for being included in the search results. 
C) The payment involved is not performance-based. 
D) The amount that an advertiser owes for each click-through is set by Google. 
E) The amount that an advertiser owes for each click-through is set by the IAB. 
A) The advertisers pay Google only when a search engine user clicks on the link and visits the sponsor's site. 
B) As in the case of banner ads, advertisers pay just for being included in the search results. 
C) The payment involved is not performance-based. 
D) The amount that an advertiser owes for each click-through is set by Google. 
E) The amount that an advertiser owes for each click-through is set by the IAB.

Question 2

A(n) _____ is used as a supplement to a Web site by advertisers.

Accepted Answer

A) e-mail id 
B) microsite 
C) banner ad 
D) Web page 
E) broadband 
A) e-mail id 
B) microsite 
C) banner ad 
D) Web page 
E) broadband

Question 3

For advertisers involved in e-commerce, some publishers offer a(n) _____ program whereby they charge a percentage of the transaction cost.

Accepted Answer

A) sugging 
B) behavioral targeting 
C) affiliate marketing 
D) whistleblowing 
A) sugging 
B) behavioral targeting 
C) affiliate marketing 
D) whistleblowing

Question 4

List an advantage of mobile advertising.

Accepted Answer

Mobile phones represent a very desirable

Question 5

The IAB defines a(n) _____ as "an opportunity to deliver an advertising element to a Web site visitor."

Accepted Answer

A) ad impression 
B) catalog 
C) click rate 
D) ad network 
E) microsite 
A) ad impression 
B) catalog 
C) click rate 
D) ad network 
E) microsite

Question 6

Which of the following is true regarding the Internet?

Accepted Answer

A) The evolution of the Internet can be traced back to the development of ARPAnet. 
B) Internet reach is the lowest among non-Hispanic whites. 
C) The Internet is part of the World Wide Web. 
D) The percentage of the U.S.population able to access the Internet on a regular basis continues to decrease. 
E) ICANN is the regulatory authority controlling any Internet communication. 
A) The evolution of the Internet can be traced back to the development of ARPAnet. 
B) Internet reach is the lowest among non-Hispanic whites. 
C) The Internet is part of the World Wide Web. 
D) The percentage of the U.S.population able to access the Internet on a regular basis continues to decrease. 
E) ICANN is the regulatory authority controlling any Internet communication.

Question 7

Discuss how the range of Internet users is widening.

Accepted Answer

Historically, the majority of people who

Question 8

Christina visits www.skylarkhomepage.com, and finds a lot of small icons that are linked to advertisers' landing pages. It would be most accurate to refer to these icons as:

Accepted Answer

A) buttons. 
B) cookies. 
C) billboards. 
D) interstitials. 
E) pixels. 
A) buttons. 
B) cookies. 
C) billboards. 
D) interstitials. 
E) pixels.

Question 9

WAP banners are a common form of mobile advertising and very similar to online banner advertising.

Accepted Answer

A) True 
 B)False

Question 10

A Web site that is devoted to providing golfers with information on golf courses has a banner ad on its home page for a manufacturer of golf clubs. A Web site that is devoted to providing golfers with information on golf courses has a banner ad on its home page for a manufacturer of golf clubs. When consumers purchase golf clubs, through this link, the site publisher receives a percentage of the sale for showing the banner. On the basis of the given information we can say that this is an example of:

Accepted Answer

A) spamming. 
B) affiliate marketing. 
C) behavioral targeting. 
D) interstitial advertising. 
E) sugging. 
A) spamming. 
B) affiliate marketing. 
C) behavioral targeting. 
D) interstitial advertising. 
E) sugging.

Question 11

The percentage of the U.S. population able to access the Internet has seen a steady decline.

Accepted Answer

A) True 
 B)False

Question 12

Uranus, a Web site dealing with the latest trends in fashion has a banner link to an online clothes retailer. When consumers purchase from the retailer, through this link, the site publisher receives a percentage of the sale for showing the banner. On the basis of the given information we can say that this is an example of:

Accepted Answer

A) cloud computing. 
B) affiliate marketing. 
C) behavioral targeting. 
D) sugging. 
E) buffering. 
A) cloud computing. 
B) affiliate marketing. 
C) behavioral targeting. 
D) sugging. 
E) buffering.

Question 13

In the context of the various measurements used to compare the Internet's advertising effectiveness to other media, the click rate is:

Accepted Answer

A) the number of ad impressions divided by the number of clicks on an ad. 
B) the number of ad impressions added to the number of clicks on an ad. 
C) the number of ad impressions subtracted from the number of clicks on an ad. 
D) the number of clicks on an ad multiplied by the number of ad impressions. 
E) the number of clicks on an ad divided by the number of ad impressions. 
A) the number of ad impressions divided by the number of clicks on an ad. 
B) the number of ad impressions added to the number of clicks on an ad. 
C) the number of ad impressions subtracted from the number of clicks on an ad. 
D) the number of clicks on an ad multiplied by the number of ad impressions. 
E) the number of clicks on an ad divided by the number of ad impressions.

Question 14

Buttons:

Accepted Answer

A) are more expensive than banners. 
B) are the most common unit of Web advertising. 
C) often look like icons. 
D) are not typically linked to the advertiser's landing page. 
E) take up more space than banners. 
A) are more expensive than banners. 
B) are the most common unit of Web advertising. 
C) often look like icons. 
D) are not typically linked to the advertiser's landing page. 
E) take up more space than banners.

Question 15

A(n) _____ is the term used to describe direct links to deeper areas of the Web site.

Accepted Answer

A) landing page 
B) broadband 
C) preroll 
D) Trojan 
E) interstitial 
A) landing page 
B) broadband 
C) preroll 
D) Trojan 
E) interstitial

Question 16

Internet advertisers work through ad networks, which:

Accepted Answer

A) act as brokers for advertisers and Web sites. 
B) is used as a supplement to a Web site. 
C) restrict unreliable sources from tracking people's behavior on the Internet. 
D) tabulate all the Internet activity on a computer. 
E) record all the Internet activity on a computer. 
A) act as brokers for advertisers and Web sites. 
B) is used as a supplement to a Web site. 
C) restrict unreliable sources from tracking people's behavior on the Internet. 
D) tabulate all the Internet activity on a computer. 
E) record all the Internet activity on a computer.

Question 17

The Internet has opened the door to electronic commerce.

Accepted Answer

A) True 
 B)False

Question 18

Google is an example of a(n):

Accepted Answer

A) ad network. 
B) Trojan. 
C) cookie. 
D) banner ad. 
E) search engine. 
A) ad network. 
B) Trojan. 
C) cookie. 
D) banner ad. 
E) search engine.

Question 19

Which of the following is true regarding Internet usage and its audience?

Accepted Answer

A) Television viewership has gained in spite of the emergence of the Internet. 
B) Media spending on the Internet has grown substantially. 
C) The percentage of the U.S.population able to access the Internet on a regular basis continues to decline. 
D) People without a high-school education are restricted from using the Internet in the U.S. 
E) Currently, the majority of Internet users are educated, White, upscale males. 
A) Television viewership has gained in spite of the emergence of the Internet. 
B) Media spending on the Internet has grown substantially. 
C) The percentage of the U.S.population able to access the Internet on a regular basis continues to decline. 
D) People without a high-school education are restricted from using the Internet in the U.S. 
E) Currently, the majority of Internet users are educated, White, upscale males.

Question 20

Which of the following is true about classified ad Web sites?

Accepted Answer

A) They do not allow the search to be narrowed down to a particular city. 
B) They do not list local advertisers. 
C) They are typically supported by ad banners of other advertisers. 
D) They do not allow the search to be extended nation wide. 
E) They do not offer free classified advertising opportunities. 
A) They do not allow the search to be narrowed down to a particular city. 
B) They do not list local advertisers. 
C) They are typically supported by ad banners of other advertisers. 
D) They do not allow the search to be extended nation wide. 
E) They do not offer free classified advertising opportunities.

Which of the following is true about Google's sponsored links?

A(n) _____ is used as a supplement to a Web site by advertisers.

For advertisers involved in e-commerce, some publishers offer a(n) _____ program whereby they charge a percentage of the transaction cost.

List an advantage of mobile advertising.

The IAB defines a(n) _____ as "an opportunity to deliver an advertising element to a Web site visitor."

Which of the following is true regarding the Internet?

Discuss how the range of Internet users is widening.

Christina visits www.skylarkhomepage.com, and finds a lot of small icons that are linked to advertisers' landing pages. It would be most accurate to refer to these icons as:

WAP banners are a common form of mobile advertising and very similar to online banner advertising.

The percentage of the U.S. population able to access the Internet has seen a steady decline.

In the context of the various measurements used to compare the Internet's advertising effectiveness to other media, the click rate is:

Buttons:

A(n) _____ is the term used to describe direct links to deeper areas of the Web site.

Internet advertisers work through ad networks, which:

The Internet has opened the door to electronic commerce.

Google is an example of a(n):

Which of the following is true regarding Internet usage and its audience?

Which of the following is true about classified ad Web sites?

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

Which of the following is true about Google's sponsored links?

A(n) _____ is used as a supplement to a Web site by advertisers.

For advertisers involved in e-commerce, some publishers offer a(n) _____ program whereby they charge a percentage of the transaction cost.

List an advantage of mobile advertising.

The IAB defines a(n) _____ as "an opportunity to deliver an advertising element to a Web site visitor."

Which of the following is true regarding the Internet?

Discuss how the range of Internet users is widening.

Christina visits www.skylarkhomepage.com, and finds a lot of small icons that are linked to advertisers' landing pages. It would be most accurate to refer to these icons as:

WAP banners are a common form of mobile advertising and very similar to online banner advertising.

The percentage of the U.S. population able to access the Internet has seen a steady decline.

In the context of the various measurements used to compare the Internet's advertising effectiveness to other media, the click rate is:

Buttons:

A(n) _____ is the term used to describe direct links to deeper areas of the Web site.

Internet advertisers work through ad networks, which:

The Internet has opened the door to electronic commerce.

Google is an example of a(n):

Which of the following is true regarding Internet usage and its audience?

Which of the following is true about classified ad Web sites?

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