Question 1

Why are Internet advertisers very interested in cookies?

Accepted Answer

Cookies are small pieces of information

Question 2

After learning that the mother of Ty Cobb,a famous baseball player,killed Cobb's father,Robert wanted to know more about the incident.After dialing up the connection,he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses using a(n):

Accepted Answer

A)  interconnect. 
B)  search engine. 
C)  Intranet browser. 
D)  addressable medium. 
E)  Web directory. 
A)  interconnect. 
B)  search engine. 
C)  Intranet browser. 
D)  addressable medium. 
E)  Web directory.

Question 3

Which tool,as utilized by Nielsen - Online,is used to tabulate,measure,and record all Internet activity on a computer?

Accepted Answer

A)  Interstitial 
B)  Superstitial 
C)  Carrier's deck 
D)  Desktop meter 
E)  Kiosk rater 
A)  Interstitial 
B)  Superstitial 
C)  Carrier's deck 
D)  Desktop meter 
E)  Kiosk rater

Question 4

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program.

Accepted Answer

A) True 
 B)False

Question 5

The number of Internet users,as well as the amount of time spent by each user,has started a slight decline.

Accepted Answer

A) True 
 B)False

Question 6

In terms of most advertisers working through ad networks,which of the following statements is false?

Accepted Answer

A)  Such advertising is more difficult to monitor. 
B)  Each site must be watched for traffic and content. 
C)  There are problems when trying to calculate costs. 
D)  Advertisers get only minimum exposure because it does not cover the smaller sites. 
E)  A few Web masters try to cheat the system by artificially increasing the number of page requests. 
A)  Such advertising is more difficult to monitor. 
B)  Each site must be watched for traffic and content. 
C)  There are problems when trying to calculate costs. 
D)  Advertisers get only minimum exposure because it does not cover the smaller sites. 
E)  A few Web masters try to cheat the system by artificially increasing the number of page requests.

Question 7

Describe classified ad Web sites.

Accepted Answer

Classified ad Web sites,offer free class

Question 8

The simplest way to measure the Internet audience for an ad is the click rate.

Accepted Answer

A) True 
 B)False

Question 9

What is the simplest definition for viral marketing?

Accepted Answer

Viral marketing is t

Question 10

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)  The Internet was designed to be an international defense communication network. 
C)  The Internet is part of the World Wide Web. 
D)  HTML is one of the protocols used to create effective Web displays. 
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)  The Internet was designed to be an international defense communication network. 
C)  The Internet is part of the World Wide Web. 
D)  HTML is one of the protocols used to create effective Web displays. 
E)  ICANN is the regulatory authority controlling any Internet communication.

Question 11

When Meredith accessed Google.com to locate information about the safety of children's stilts,an ad for Classmates.com popped on her screen and asked if she knew if her class was having a reunion.The Classmates.com ad would be classified as a(n):

Accepted Answer

A)  non-addressable Web site. 
B)  interstitial. 
C)  interconnect. 
D)  viral marketing tool. 
E)  avail. 
A)  non-addressable Web site. 
B)  interstitial. 
C)  interconnect. 
D)  viral marketing tool. 
E)  avail.

Question 12

With regard to Web media,stickiness refers to an industry term that refers to the ability of a site to maintain a repeat audience.

Accepted Answer

A) True 
 B)False

Question 13

When Kristen visited www.milliondollarhomepage.com,she found a whole screen full of small icons that linked to advertisers' landing pages.The correct name for these icons is:

Accepted Answer

A)  buttons. 
B)  banners. 
C)  avails. 
D)  interstitials. 
E)  proxies. 
A)  buttons. 
B)  banners. 
C)  avails. 
D)  interstitials. 
E)  proxies.

Question 14

According to a national survey of dog owners conducted by a brand of dog litter,23 percent of owners say that their dog has an accident in their home at least once a month."Poop Confessions" was a new campaign from a manufacturer of dog litter.The campaign featured humorous undercover interviews with dogs confessing why they have accidents inside their homes.Viewers were asked to send the interviews to friends who owned dogs.This was an example of:

Accepted Answer

A)  spam. 
B)  a meta ad. 
C)  marquee banner advertising. 
D)  viral marketing. 
E)  an interstitial. 
A)  spam. 
B)  a meta ad. 
C)  marquee banner advertising. 
D)  viral marketing. 
E)  an interstitial.

Question 15

One of the major advantages of the Internet is its centralized authority and accountability.

Accepted Answer

A) True 
 B)False

Question 16

The DVD is ideal for use in a kiosk because of which of the following features?

Accepted Answer

A)  Storage capacity 
B)  Lower cost 
C)  Universal availability 
D)  Interactivity 
E)  Compatibility with other media 
A)  Storage capacity 
B)  Lower cost 
C)  Universal availability 
D)  Interactivity 
E)  Compatibility with other media

Question 17

Why is Internet advertising considered a truly interactive medium?

Accepted Answer

Internet advertising is considered a tru

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

_____ are really just a description of the ability to transmit multiple signals simultaneously on one data line.

Accepted Answer

A)  Download speeds 
B)  Interactive sessions 
C)  Multimedia 
D)  Broadband connections 
E)  Networking setups 
A)  Download speeds 
B)  Interactive sessions 
C)  Multimedia 
D)  Broadband connections 
E)  Networking setups

Question 20

Cookies are:

Accepted Answer

A)  another term for Internet advertising buttons. 
B)  a static form of interstitial advertising. 
C)  animated ads that pop up on the screen while the computer downloads a Web site the user has requested. 
D)  the small ads at the corners of the screen that link users and Web site sponsors. 
E)  small pieces of information that gets stored in your Web browser when you load certain Web sites. 
A)  another term for Internet advertising buttons. 
B)  a static form of interstitial advertising. 
C)  animated ads that pop up on the screen while the computer downloads a Web site the user has requested. 
D)  the small ads at the corners of the screen that link users and Web site sponsors. 
E)  small pieces of information that gets stored in your Web browser when you load certain Web sites.

Why are Internet advertisers very interested in cookies?

After learning that the mother of Ty Cobb,a famous baseball player,killed Cobb's father,Robert wanted to know more about the incident.After dialing up the connection,he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses using a(n):

Which tool,as utilized by Nielsen - Online,is used to tabulate,measure,and record all Internet activity on a computer?

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program.

The number of Internet users,as well as the amount of time spent by each user,has started a slight decline.

In terms of most advertisers working through ad networks,which of the following statements is false?

Describe classified ad Web sites.

The simplest way to measure the Internet audience for an ad is the click rate.

What is the simplest definition for viral marketing?

Which of the following is true regarding the Internet?

When Meredith accessed Google.com to locate information about the safety of children's stilts,an ad for Classmates.com popped on her screen and asked if she knew if her class was having a reunion.The Classmates.com ad would be classified as a(n):

With regard to Web media,stickiness refers to an industry term that refers to the ability of a site to maintain a repeat audience.

When Kristen visited www.milliondollarhomepage.com,she found a whole screen full of small icons that linked to advertisers' landing pages.The correct name for these icons is:

One of the major advantages of the Internet is its centralized authority and accountability.

The DVD is ideal for use in a kiosk because of which of the following features?

Why is Internet advertising considered a truly interactive medium?

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

_____ are really just a description of the ability to transmit multiple signals simultaneously on one data line.

Cookies are:

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

Why are Internet advertisers very interested in cookies?

After learning that the mother of Ty Cobb,a famous baseball player,killed Cobb's father,Robert wanted to know more about the incident.After dialing up the connection,he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses using a(n):

Which tool,as utilized by Nielsen - Online,is used to tabulate,measure,and record all Internet activity on a computer?

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program.

The number of Internet users,as well as the amount of time spent by each user,has started a slight decline.

In terms of most advertisers working through ad networks,which of the following statements is false?

Describe classified ad Web sites.

The simplest way to measure the Internet audience for an ad is the click rate.

What is the simplest definition for viral marketing?

Which of the following is true regarding the Internet?

When Meredith accessed Google.com to locate information about the safety of children's stilts,an ad for Classmates.com popped on her screen and asked if she knew if her class was having a reunion.The Classmates.com ad would be classified as a(n):

With regard to Web media,stickiness refers to an industry term that refers to the ability of a site to maintain a repeat audience.

When Kristen visited www.milliondollarhomepage.com,she found a whole screen full of small icons that linked to advertisers' landing pages.The correct name for these icons is:

One of the major advantages of the Internet is its centralized authority and accountability.

The DVD is ideal for use in a kiosk because of which of the following features?

Why is Internet advertising considered a truly interactive medium?

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

_____ are really just a description of the ability to transmit multiple signals simultaneously on one data line.

Cookies are:

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