Question 1

Which of the following is an example of interactive media?

Accepted Answer

A)  CD-ROM catalogs 
B)  Point-of-purchase displays 
C)  Stand-alone kiosks 
D)  DVDs 
E)  A corporate blog 
A)  CD-ROM catalogs 
B)  Point-of-purchase displays 
C)  Stand-alone kiosks 
D)  DVDs 
E)  A corporate blog

Question 2

_____ is a catchall term for an animated ad that pops up on the screen while the computer downloads a Web site the user has clicked on.

Accepted Answer

A)  CAPTCHA 
B)  Natural medium 
C)  Interconnect 
D)  Interstitial 
E)  Avail 
A)  CAPTCHA 
B)  Natural medium 
C)  Interconnect 
D)  Interstitial 
E)  Avail

Question 3

Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following statements describes an advantage that is enjoyed by any user of Internet advertising?

Accepted Answer

A)  The Internet is standardized. 
B)  Targeting costs can be among the least expensive relative to any other media. 
C)  The medium ensures fast downloads. 
D)  All countries have the technology infrastructure to provide Internet services to the public. 
E)  The Internet allows consumers to directly interact with an advertiser, thereby establishing future relationships. 
A)  The Internet is standardized. 
B)  Targeting costs can be among the least expensive relative to any other media. 
C)  The medium ensures fast downloads. 
D)  All countries have the technology infrastructure to provide Internet services to the public. 
E)  The Internet allows consumers to directly interact with an advertiser, thereby establishing future relationships.

Question 5

Most Internet advertisers use media buying services to purchase Internet ad space.

Accepted Answer

A) True 
 B)False

Question 6

Advertorials are effective tools in Internet advertising and often are incorporated into WWW publications.

Accepted Answer

A) True 
 B)False

Question 7

What does HTML stand for,and what is it used for?

Accepted Answer

HTML stands for HyperText Mark

Question 8

Why are cell phones a desirable medium for advertisers?

Accepted Answer

Cell phones represent a very desirable m

Question 9

Two simple ways to measure the Internet audience for your advertising banner are:

Accepted Answer

A)  reach and frequency. 
B)  ad impressions and click rates. 
C)  cookies and CPMs. 
D)  response rates and viewing time. 
E)  viewing frequency and viewing time. 
A)  reach and frequency. 
B)  ad impressions and click rates. 
C)  cookies and CPMs. 
D)  response rates and viewing time. 
E)  viewing frequency and viewing time.

Question 10

Describe and differentiate between a distributed network and a centralized network.

Accepted Answer

Traditionally,media content has been del

Question 11

Which of the following statements about the CAN-SPAM Act is false?

Accepted Answer

A)  Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising. 
B)  It is known as the "Controlling the Assault of Non-Solicited Pornography and Marketing" Act. 
C)  Legitimate e-mail advertisers are required to allow recipients to opt out of future mailings. 
D)  The first lawsuits under the act were filed against companies that had sent nearly a million e-mails advertising TiVo's "Showcase" feature. 
E)  Legitimate e-mail advertisers are required to provide a valid reply-to e-mail address. 
A)  Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising. 
B)  It is known as the "Controlling the Assault of Non-Solicited Pornography and Marketing" Act. 
C)  Legitimate e-mail advertisers are required to allow recipients to opt out of future mailings. 
D)  The first lawsuits under the act were filed against companies that had sent nearly a million e-mails advertising TiVo's "Showcase" feature. 
E)  Legitimate e-mail advertisers are required to provide a valid reply-to e-mail address.

Question 12

The Internet is a global network of computers that communicate with one another through protocols.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  Advertisers have not yet made any use of CD-ROM technology. 
B)  Advertising in the Internet is regulated by the ICANN. 
C)  Interactive TV is a form of digital interactive media. 
D)  The Internet is still a niche advertising medium as it is costly. 
E)  Researchers have predicted that Internet advertising will decline during the next five-year period. 
A)  Advertisers have not yet made any use of CD-ROM technology. 
B)  Advertising in the Internet is regulated by the ICANN. 
C)  Interactive TV is a form of digital interactive media. 
D)  The Internet is still a niche advertising medium as it is costly. 
E)  Researchers have predicted that Internet advertising will decline during the next five-year period.

Question 14

What is sponsorship?

Accepted Answer

A form of advertising on the Internet is

Question 15

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

Accepted Answer

The most simple meas

Question 16

What are the benefits of personal computers that are equipped with DVD capabilities?

Accepted Answer

Virtually every new personal computer to

Question 17

When Taylor accessed Yahoo!,he noticed at the top of his computer screen an interesting question,"Would you like to know the names of the 100 greatest movies of all times?" When he clicked on the question,he was taken to Spree.com,a site with over 65,000 VHS movies for sale.What did Taylor see at the top of his screen when he was using Yahoo!?

Accepted Answer

A)  A Web site ad 
B)  An interstitial 
C)  A banner ad 
D)  An Internet classified ad 
E)  A sponsored Web page 
A)  A Web site ad 
B)  An interstitial 
C)  A banner ad 
D)  An Internet classified ad 
E)  A sponsored Web page

Question 18

One of the problems facing most Internet marketers is how to get enough reach from their Web advertising.There are millions of Web pages,many of which are potential sites for effective ads._____ have been used to partially solve this problem.

Accepted Answer

A)  Addressable landing pages 
B)  Guiding search engines 
C)  Ad networks 
D)  Media exchanges 
E)  Web brokers 
A)  Addressable landing pages 
B)  Guiding search engines 
C)  Ad networks 
D)  Media exchanges 
E)  Web brokers

Question 19

Spam is just electronic junk mail.

Accepted Answer

A) True 
 B)False

Question 20

When Megan saw the banner ad for Prim Fashion Design School on her screen,she clicked on the ad to connect the school's homepage.If the advertising rate for the banner ad were determined by the number of people who saw the banner,clicked on it,and visited the homepage,then the method would be called:

Accepted Answer

A)  click-throughs. 
B)  costs per click. 
C)  advertising links. 
D)  media linkages. 
E)  site landing pages. 
A)  click-throughs. 
B)  costs per click. 
C)  advertising links. 
D)  media linkages. 
E)  site landing pages.

Which of the following is an example of interactive media?

_____ is a catchall term for an animated ad that pops up on the screen while the computer downloads a Web site the user has clicked on.

Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

Which of the following statements describes an advantage that is enjoyed by any user of Internet advertising?

Most Internet advertisers use media buying services to purchase Internet ad space.

Advertorials are effective tools in Internet advertising and often are incorporated into WWW publications.

What does HTML stand for,and what is it used for?

Why are cell phones a desirable medium for advertisers?

Two simple ways to measure the Internet audience for your advertising banner are:

Describe and differentiate between a distributed network and a centralized network.

Which of the following statements about the CAN-SPAM Act is false?

The Internet is a global network of computers that communicate with one another through protocols.

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

What is sponsorship?

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

What are the benefits of personal computers that are equipped with DVD capabilities?

One of the problems facing most Internet marketers is how to get enough reach from their Web advertising.There are millions of Web pages,many of which are potential sites for effective ads._____ have been used to partially solve this problem.

Spam is just electronic junk mail.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters

Exam 15: Using Digital Interactive Media

Which of the following is an example of interactive media?

_____ is a catchall term for an animated ad that pops up on the screen while the computer downloads a Web site the user has clicked on.

Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

Which of the following statements describes an advantage that is enjoyed by any user of Internet advertising?

Most Internet advertisers use media buying services to purchase Internet ad space.

Advertorials are effective tools in Internet advertising and often are incorporated into WWW publications.

What does HTML stand for,and what is it used for?

Why are cell phones a desirable medium for advertisers?

Two simple ways to measure the Internet audience for your advertising banner are:

Describe and differentiate between a distributed network and a centralized network.

Which of the following statements about the CAN-SPAM Act is false?

The Internet is a global network of computers that communicate with one another through protocols.

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

What is sponsorship?

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

What are the benefits of personal computers that are equipped with DVD capabilities?

One of the problems facing most Internet marketers is how to get enough reach from their Web advertising.There are millions of Web pages,many of which are potential sites for effective ads._____ have been used to partially solve this problem.

Spam is just electronic junk mail.

What Is Advertising Today

The Evolution of Advertising

The Economic, Social, and Regulatory Aspects of Advertising

The Scope of Advertising

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research: Gathering Information for Advertising Planning

Marketing and Advertising Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution: Art and Copy

Producing Ads for Print, Electronic, and Digital Media

Using Print Media

Using Electronic Media

Using Out-Of-Home, Exhibitive, and Supplementary Media

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

Relationship Building

Filters