Question 1

Which of the following is true of a centralized network?

Accepted Answer

A)  It is characterized by more than two hubs. 
B)  It consists of two primary hubs. 
C)  In this system, a hub like a TV station distributes content to many receivers. 
D)  In this system, if a hub is knocked out, communication does not cease. 
E)  It cannot be used as an advertising media. 
A)  It is characterized by more than two hubs. 
B)  It consists of two primary hubs. 
C)  In this system, a hub like a TV station distributes content to many receivers. 
D)  In this system, if a hub is knocked out, communication does not cease. 
E)  It cannot be used as an advertising media. C

Question 2

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

Accepted Answer

Traditionally,media content has been delivered through centralized networks,in which a hub,such as a TV station,a newspaper publisher,or a cable company,distributes content to many receivers.In a centralized system,if the hub is knocked out,receivers are left without information.But a distributed network is characterized by many different hubs and links,which allows continuous communication even if some connections stop working.

Question 3

What are cookies?

Accepted Answer

Cookies are small pieces of information that get stored in the Web browser when loading certain Web sites.These cookies keep track of when and how often users visit a specific site as well as the domain from which they are surfing.Cookies allow Web sites to give customers different information depending on whether they are repeat visitors.

Question 4

Which of the following is a defining characteristic of Google's sponsored links?

Accepted Answer

A)  The advertisers do not have to pay Google. 
B)  As in the case of banner ads, advertisers pay just for being included in the search results. 
C)  The amount that an advertiser owes for each click-through is not actually set by Google but it is determined in an auction. 
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 do not have to pay Google. 
B)  As in the case of banner ads, advertisers pay just for being included in the search results. 
C)  The amount that an advertiser owes for each click-through is not actually set by Google but it is determined in an auction. 
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 5

The development of Web browsers made viewing Web pages easy.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is one of the drawbacks of Internet advertising?

Accepted Answer

A)  The medium is standardized. 
B)  The medium is controlled by a single entity. 
C)  It is not interactive in nature. 
D)  It uses a centralized network to deliver its content. 
E)  It cannot offer adequate mass media efficiency. 
A)  The medium is standardized. 
B)  The medium is controlled by a single entity. 
C)  It is not interactive in nature. 
D)  It uses a centralized network to deliver its content. 
E)  It cannot offer adequate mass media efficiency.

Question 7

Which of the following is a disadvantage associated with the use of ad networks?

Accepted Answer

A)  It cannot deal with more than one Web page. 
B)  It does not cover small Web sites. 
C)  It is difficult to monitor these Web sites. 
D)  It does not facilitate advertising across pages. 
E)  It restricts advertisers from gaining maximum exposure. 
A)  It cannot deal with more than one Web page. 
B)  It does not cover small Web sites. 
C)  It is difficult to monitor these Web sites. 
D)  It does not facilitate advertising across pages. 
E)  It restricts advertisers from gaining maximum exposure.

Question 8

The Internet's ability to hypertarget is one of the many ways it sets itself apart from television.

Accepted Answer

A) True 
 B)False

Question 9

While accessing Google.com to locate information about the safety of children's stilts,Vanessa sees an ad for Almamater.com popping up on her screen.The Almamater.com ad would most likely be classified as a(n):

Accepted Answer

A)  non-addressable Web site. 
B)  interstitial. 
C)  button. 
D)  spam. 
E)  cookie. 
A)  non-addressable Web site. 
B)  interstitial. 
C)  button. 
D)  spam. 
E)  cookie.

Question 10

The Internet has opened the door to electronic commerce.

Accepted Answer

A) True 
 B)False

Question 11

Currently,the leading national advertisers spend only a small portion of their marketing communications budget on interactive media.

Accepted Answer

A) True 
 B)False

Question 12

One of the disadvantages of the Internet is that it does not allow data to be accumulated based on advertising efforts.

Accepted Answer

A) True 
 B)False

Question 13

OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:

Accepted Answer

A)  viral marketing. 
B)  affiliate marketing. 
C)  marquee banner advertising. 
D)  behavioral targeting. 
E)  sugging. 
A)  viral marketing. 
B)  affiliate marketing. 
C)  marquee banner advertising. 
D)  behavioral targeting. 
E)  sugging.

Question 14

Which of the following most effectively enables one to compare the Internet's advertising effectiveness to other media?

Accepted Answer

A)  Trojans 
B)  Click rates 
C)  Landing pages 
D)  Digital signatures 
E)  Worms 
A)  Trojans 
B)  Click rates 
C)  Landing pages 
D)  Digital signatures 
E)  Worms

Question 15

Owing to the legislations on spam mailing,marketers are focusing their e-mail efforts on prospecting rather than on customer retention and relationship management (CRM).

Accepted Answer

A) True 
 B)False

Question 16

What is an ad banner?

Accepted Answer

The most basic form of Web advertising i

Question 17

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 18

Briefly describe the inception of the Internet.

Accepted Answer

The Internet began in the early 1960s as

Question 19

Describe classified ad Web sites.

Accepted Answer

Many classified ad Web sites,offer free

Question 20

The Internet is a global network of computers that communicate with one another through _____ which are common rules for linking and sharing information.

Accepted Answer

A)  interfaces 
B)  interstitials 
C)  functionalities 
D)  portals 
E)  protocols 
A)  interfaces 
B)  interstitials 
C)  functionalities 
D)  portals 
E)  protocols

Which of the following is true of a centralized network?

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

What are cookies?

Which of the following is a defining characteristic of Google's sponsored links?

The development of Web browsers made viewing Web pages easy.

Which of the following is one of the drawbacks of Internet advertising?

Which of the following is a disadvantage associated with the use of ad networks?

The Internet's ability to hypertarget is one of the many ways it sets itself apart from television.

While accessing Google.com to locate information about the safety of children's stilts,Vanessa sees an ad for Almamater.com popping up on her screen.The Almamater.com ad would most likely be classified as a(n):

The Internet has opened the door to electronic commerce.

Currently,the leading national advertisers spend only a small portion of their marketing communications budget on interactive media.

One of the disadvantages of the Internet is that it does not allow data to be accumulated based on advertising efforts.

OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:

Which of the following most effectively enables one to compare the Internet's advertising effectiveness to other media?

Owing to the legislations on spam mailing,marketers are focusing their e-mail efforts on prospecting rather than on customer retention and relationship management (CRM).

What is an ad banner?

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

Briefly describe the inception of the Internet.

Describe classified ad Web sites.

The Internet is a global network of computers that communicate with one another through _____ which are common rules for linking and sharing information.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Social Media

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

Relationship Building

Relationship Building

Filters

Exam 15: Using Digital Interactive Media

Which of the following is true of a centralized network?

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

What are cookies?

Which of the following is a defining characteristic of Google's sponsored links?

The development of Web browsers made viewing Web pages easy.

Which of the following is one of the drawbacks of Internet advertising?

Which of the following is a disadvantage associated with the use of ad networks?

The Internet's ability to hypertarget is one of the many ways it sets itself apart from television.

While accessing Google.com to locate information about the safety of children's stilts,Vanessa sees an ad for Almamater.com popping up on her screen.The Almamater.com ad would most likely be classified as a(n):

The Internet has opened the door to electronic commerce.

Currently,the leading national advertisers spend only a small portion of their marketing communications budget on interactive media.

One of the disadvantages of the Internet is that it does not allow data to be accumulated based on advertising efforts.

OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:

Which of the following most effectively enables one to compare the Internet's advertising effectiveness to other media?

Owing to the legislations on spam mailing,marketers are focusing their e-mail efforts on prospecting rather than on customer retention and relationship management (CRM).

What is an ad banner?

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

Briefly describe the inception of the Internet.

Describe classified ad Web sites.

The Internet is a global network of computers that communicate with one another through _____ which are common rules for linking and sharing information.

Advertising and IMC Today

The Big Picture: The Evolution of Advertising and Imc

The Big Picture: Economic and Regulatory Aspects

The Scope of Advertising: From Local to Global

Marketing and Consumer Behavior

Market Segmentation and the Marketing Mix

Research

Marketing and Imc Planning

Planning Media Strategy

Creative Strategy and the Creative Process

Creative Execution

Print, Electronic, and Digital Media Production

Using Print Media

Using Electronic Media

Social Media

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

Relationship Building

Relationship Building

Filters