Question 1

The measurement of the number of users exposed to a Web page is called:

Accepted Answer

A)  page impressions. 
B)  visits. 
C)  unique visitors. 
D)  ad impressions. 
A)  page impressions. 
B)  visits. 
C)  unique visitors. 
D)  ad impressions.

Question 2

Ad products such as promoted accounts,promoted tweets,and promoted trends are all associated with which social media application?

Accepted Answer

A)  Facebook 
B)  Foursquare 
C)  Twitter 
D)  Tumblr 
A)  Facebook 
B)  Foursquare 
C)  Twitter 
D)  Tumblr

Question 3

At the website for iVillage.com,there is an ad that stretches across the top of the page for Clinique cosmetics.If you click on the ad,it will take you to the Clinique website where you can purchase Clinique cosmetics.The Clinique ad that appears at the iVillage website is an example of a(n):

Accepted Answer

A)  interstitial 
B)  banner 
C)  pop-up 
D)  sponsorship 
A)  interstitial 
B)  banner 
C)  pop-up 
D)  sponsorship

Question 4

Which of the following is NOT one of the four broad communication objectives of a website?

Accepted Answer

A)  disseminate information 
B)  create awareness 
C)  stimulate category purchase 
D)  build brand image 
A)  disseminate information 
B)  create awareness 
C)  stimulate category purchase 
D)  build brand image

Question 5

Advertisements that appear on the screen when someone is browsing on the Internet are known as:

Accepted Answer

A)  pop-unders 
B)  interstitials 
C)  pop-ups 
D)  banners 
A)  pop-unders 
B)  interstitials 
C)  pop-ups 
D)  banners

Question 6

______ are ads found on Internet sites such as Kijiji and Auto Trader,where consumers search for information when comparison shopping.

Accepted Answer

A)  Pay-per-click ads 
B)  Classified and directory ads 
C)  Used goods advertising 
D)  Banner ads 
A)  Pay-per-click ads 
B)  Classified and directory ads 
C)  Used goods advertising 
D)  Banner ads

Question 7

As of 2012,_____ was the dominant provider of paid search advertising.

Accepted Answer

A)  Yahoo 
B)  Microsoft 
C)  Google 
D)  Facebook 
A)  Yahoo 
B)  Microsoft 
C)  Google 
D)  Facebook

Question 8

Rating products,joining a brand's social network page,and commenting in brand blogs are all part of this consumers' online brand-related activity (COBRA).

Accepted Answer

A)  consuming 
B)  contributing 
C)  critiquing 
D)  creating 
A)  consuming 
B)  contributing 
C)  critiquing 
D)  creating

Question 9

Targeting consumers according to their website-surfing conduct is known as:

Accepted Answer

A)  contextual targeting 
B)  attitudinal targeting 
C)  behavioural targeting 
D)  site-loyalty targeting 
A)  contextual targeting 
B)  attitudinal targeting 
C)  behavioural targeting 
D)  site-loyalty targeting

Question 10

Which of the following statements about display advertising on the Internet is NOT true?

Accepted Answer

A)  Internet display ads tend to look like the ads found in print media. 
B)  Display ads are placed on virtually any Internet site, including social media and within e-mail messages. 
C)  Canada's top advertisers put half of their display ad expenditures in social media. 
D)  While display advertising revenue has grown substantially, it is still nowhere near the revenues generated by magazine advertising. 
A)  Internet display ads tend to look like the ads found in print media. 
B)  Display ads are placed on virtually any Internet site, including social media and within e-mail messages. 
C)  Canada's top advertisers put half of their display ad expenditures in social media. 
D)  While display advertising revenue has grown substantially, it is still nowhere near the revenues generated by magazine advertising.

Question 11

All of the following are results of the IAB task force formed to address issues surrounding Internet effectiveness measures EXCEPT:

Accepted Answer

A)  Identified technical procedures for accurately reporting when an ad impression had occurred. 
B)  Developed accepted procedures for auditing the data which are different from those of traditional major media. 
C)  Metrics were developed to determine the size of the target audience. 
D)  Agreed upon guidelines for the disclosure of research methodology were put into place. 
A)  Identified technical procedures for accurately reporting when an ad impression had occurred. 
B)  Developed accepted procedures for auditing the data which are different from those of traditional major media. 
C)  Metrics were developed to determine the size of the target audience. 
D)  Agreed upon guidelines for the disclosure of research methodology were put into place.

Question 12

____ targeting is the practice of advertising on a particular Internet site based on its content.

Accepted Answer

A)  Time of day 
B)  Contextual 
C)  Subject matter 
D)  Behavioural 
A)  Time of day 
B)  Contextual 
C)  Subject matter 
D)  Behavioural

Question 13

____ reflect the writings of an individual,a community,a political organization,or a corporation.

Accepted Answer

A)  Promoted tweets 
B)  User-generated content 
C)  Blogs 
D)  Video overlays 
A)  Promoted tweets 
B)  User-generated content 
C)  Blogs 
D)  Video overlays

Question 14

Because a branded Facebook page further promotes the brand's image and extends the content of the brand's website,one might call it a form of _____ media.

Accepted Answer

A)  earned 
B)  social 
C)  consumption 
D)  owned 
A)  earned 
B)  social 
C)  consumption 
D)  owned

Question 15

Banner ads:

Accepted Answer

A)  have a link embedded allowing users to move to another digital location. 
B)  are mainly found at the top of the home page of Internet portal sites. 
C)  are the reason why click rates in Canada are extremely high. 
D)  cannot be measured for effectiveness, and this is the reason why advertisers are moving to other forms of Internet advertising. 
A)  have a link embedded allowing users to move to another digital location. 
B)  are mainly found at the top of the home page of Internet portal sites. 
C)  are the reason why click rates in Canada are extremely high. 
D)  cannot be measured for effectiveness, and this is the reason why advertisers are moving to other forms of Internet advertising.

Question 16

Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media?

Accepted Answer

A)  The brand develops a Facebook page with similar content to its branded website, in order to extend the brand's image. 
B)  Ads are displayed on third-party Facebook pages. 
C)  Ads on Facebook pages are targeted according to the visitor's online surfing behaviour. 
D)  Consumers visit a branded Facebook page, "like" it, and further communicate their positive consumption experiences. 
A)  The brand develops a Facebook page with similar content to its branded website, in order to extend the brand's image. 
B)  Ads are displayed on third-party Facebook pages. 
C)  Ads on Facebook pages are targeted according to the visitor's online surfing behaviour. 
D)  Consumers visit a branded Facebook page, "like" it, and further communicate their positive consumption experiences.

Question 17

The Internet can be used for branding purposes:

Accepted Answer

A)  as long as these efforts stand alone as a communication piece. 
B)  because it is fairly simple to adapt this medium to branding and image-creating strategies. 
C)  since there are many tools such as videos and animation that can create a transformational experience for the consumer. 
D)  with the use of consumer-generated content, which resonates more closely with the audience. 
A)  as long as these efforts stand alone as a communication piece. 
B)  because it is fairly simple to adapt this medium to branding and image-creating strategies. 
C)  since there are many tools such as videos and animation that can create a transformational experience for the consumer. 
D)  with the use of consumer-generated content, which resonates more closely with the audience.

Question 18

Which of the following statements is NOT true regarding time of day targeting?

Accepted Answer

A)  Working people are accessing Internet media during the day for business purposes, primarily in the morning. 
B)  Internet accessing declines during the afternoon and dinner time and then peaks again during the evening for leisure purposes. 
C)  Recent Canadian data suggest that the biggest growth in Internet media use is evening access of news and information sites. 
D)  Time of day targeting allows advertisers to direct a message to consumers when they are consuming certain Internet media vehicles. 
A)  Working people are accessing Internet media during the day for business purposes, primarily in the morning. 
B)  Internet accessing declines during the afternoon and dinner time and then peaks again during the evening for leisure purposes. 
C)  Recent Canadian data suggest that the biggest growth in Internet media use is evening access of news and information sites. 
D)  Time of day targeting allows advertisers to direct a message to consumers when they are consuming certain Internet media vehicles.

Question 19

Air Miles sending permission-based text alerts customized by transaction activity to encourage shopping at affiliated sponsors is an example of:

Accepted Answer

A)  SMS advertising. 
B)  cooperative advertising. 
C)  digital partnership. 
D)  mobile display advertising. 
A)  SMS advertising. 
B)  cooperative advertising. 
C)  digital partnership. 
D)  mobile display advertising.

Question 20

YouTube channels host branded video messages,thus offering an organization a form of _____ media.

Accepted Answer

A)  earned 
B)  social 
C)  consumption 
D)  owned 
A)  earned 
B)  social 
C)  consumption 
D)  owned

The measurement of the number of users exposed to a Web page is called:

Ad products such as promoted accounts,promoted tweets,and promoted trends are all associated with which social media application?

At the website for iVillage.com,there is an ad that stretches across the top of the page for Clinique cosmetics.If you click on the ad,it will take you to the Clinique website where you can purchase Clinique cosmetics.The Clinique ad that appears at the iVillage website is an example of a(n):

Which of the following is NOT one of the four broad communication objectives of a website?

Advertisements that appear on the screen when someone is browsing on the Internet are known as:

______ are ads found on Internet sites such as Kijiji and Auto Trader,where consumers search for information when comparison shopping.

As of 2012,_____ was the dominant provider of paid search advertising.

Rating products,joining a brand's social network page,and commenting in brand blogs are all part of this consumers' online brand-related activity (COBRA).

Targeting consumers according to their website-surfing conduct is known as:

Which of the following statements about display advertising on the Internet is NOT true?

All of the following are results of the IAB task force formed to address issues surrounding Internet effectiveness measures EXCEPT:

____ targeting is the practice of advertising on a particular Internet site based on its content.

____ reflect the writings of an individual,a community,a political organization,or a corporation.

Because a branded Facebook page further promotes the brand's image and extends the content of the brand's website,one might call it a form of _____ media.

Banner ads:

Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media?

The Internet can be used for branding purposes:

Which of the following statements is NOT true regarding time of day targeting?

Air Miles sending permission-based text alerts customized by transaction activity to encourage shopping at affiliated sponsors is an example of:

YouTube channels host branded video messages,thus offering an organization a form of _____ media.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters

Exam 17: Internet Media

The measurement of the number of users exposed to a Web page is called:

Ad products such as promoted accounts,promoted tweets,and promoted trends are all associated with which social media application?

At the website for iVillage.com,there is an ad that stretches across the top of the page for Clinique cosmetics.If you click on the ad,it will take you to the Clinique website where you can purchase Clinique cosmetics.The Clinique ad that appears at the iVillage website is an example of a(n):

Which of the following is NOT one of the four broad communication objectives of a website?

Advertisements that appear on the screen when someone is browsing on the Internet are known as:

______ are ads found on Internet sites such as Kijiji and Auto Trader,where consumers search for information when comparison shopping.

As of 2012,_____ was the dominant provider of paid search advertising.

Rating products,joining a brand's social network page,and commenting in brand blogs are all part of this consumers' online brand-related activity (COBRA).

Targeting consumers according to their website-surfing conduct is known as:

Which of the following statements about display advertising on the Internet is NOT true?

All of the following are results of the IAB task force formed to address issues surrounding Internet effectiveness measures EXCEPT:

____ targeting is the practice of advertising on a particular Internet site based on its content.

____ reflect the writings of an individual,a community,a political organization,or a corporation.

Because a branded Facebook page further promotes the brand's image and extends the content of the brand's website,one might call it a form of _____ media.

Banner ads:

Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media?

The Internet can be used for branding purposes:

Which of the following statements is NOT true regarding time of day targeting?

Air Miles sending permission-based text alerts customized by transaction activity to encourage shopping at affiliated sponsors is an example of:

YouTube channels host branded video messages,thus offering an organization a form of _____ media.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Regulatory, Ethical, Social, and Economic Issues for Imc

Filters