Question 1

Compare and contrast the concepts of individualization and interactivity.

Accepted Answer

Individualization and interactivity are key features of the Internet and of advertising in that medium.Individualization refers to the fact that the Internet user has control over the flow of information.This feature leads,in turn,to the ability to target advertisements and promotions that are relevant to the consumer.Interactivity,which is intertwined with individualization,allows for users to select the information they perceive as relevant and for brand managers to build relationships with customers via two-way communication.

Question 2

Which type of Internet advertising format has the appeal of communicating directly with prospective customers,who in turn can become active communicators through their own posted comments?

Accepted Answer

A)  banner ads 
B)  pop-ups 
C)  blogs 
D)  superstitials 
E)  podcasts 
A)  banner ads 
B)  pop-ups 
C)  blogs 
D)  superstitials 
E)  podcasts C

Question 3

Podcasting is a visual version of blogging.

Accepted Answer

A) True 
 B)False  False

Question 4

Research on the "look" of Web pages suggests that complex Web pages are better liked than those with relatively simple backgrounds.

Accepted Answer

A) True 
 B)False

Question 5

Which is the leading search engine?

Accepted Answer

A)  Google 
B)  Yahoo! 
C)  Bing 
D)  MSN 
E)  YouTube 
A)  Google 
B)  Yahoo! 
C)  Bing 
D)  MSN 
E)  YouTube

Question 6

John was going to his favorite sports web ite when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere.He wasn't interested,so he closed the window.What type of Internet ad is this?

Accepted Answer

A)  website 
B)  banner ad 
C)  interstitial 
D)  superstitial 
E)  pop-up 
A)  website 
B)  banner ad 
C)  interstitial 
D)  superstitial 
E)  pop-up

Question 7

Which of the following is a way a blog can be used for advertising?

Accepted Answer

A)  Brand marketers can assess blogs for research 
B)  Brand marketers can develop their own blogs 
C)  Brand marketers can get ideas from competing blogs 
D)  Blogs cannot be used for advertising 
E)  Only video blogs can be used for advertising 
A)  Brand marketers can assess blogs for research 
B)  Brand marketers can develop their own blogs 
C)  Brand marketers can get ideas from competing blogs 
D)  Blogs cannot be used for advertising 
E)  Only video blogs can be used for advertising

Question 8

_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length.

Accepted Answer

A)  Hot spot technology 
B)  Tex-Mex Technology 
C)  Podcasting 
D)  Short Message Technology (SMS) 
E)  Blogging 
A)  Hot spot technology 
B)  Tex-Mex Technology 
C)  Podcasting 
D)  Short Message Technology (SMS) 
E)  Blogging

Question 9

Google enables Internet advertisers to run ads on websites other than Google's own site,which is known as _____.

Accepted Answer

A)  keyword-matching advertising 
B)  hot-zoned advertising 
C)  content-targeted advertising 
D)  podcasting 
E)  blogging 
A)  keyword-matching advertising 
B)  hot-zoned advertising 
C)  content-targeted advertising 
D)  podcasting 
E)  blogging

Question 10

The word _____ is used in reference to unsolicited and unwanted commercial e-mail messages.

Accepted Answer

A)  spit 
B)  salami 
C)  bile 
D)  trash 
E)  spam 
A)  spit 
B)  salami 
C)  bile 
D)  trash 
E)  spam

Question 11

Integration and interactivity are key features of the Internet and of advertising in this medium.

Accepted Answer

A) True 
 B)False

Question 12

Blogs represent a major advertising opportunity on the Internet.

Accepted Answer

A) True 
 B)False

Question 13

Pop-ups are ads that appear between (rather than within a page)two content Web pages.

Accepted Answer

A) True 
 B)False

Question 14

Search engine advertising is especially vulnerable to click fraud.

Accepted Answer

A) True 
 B)False

Question 15

Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.

Accepted Answer

A) True 
 B)False

Question 16

The "action" in CPA refers to determining _____.

Accepted Answer

A)  the number of users who actually click on an ad 
B)  the number of users who actually visit a brand's website 
C)  the number of users who actually purchase the advertised brand 
D)  a and b only 
E)  a, b, and c 
A)  the number of users who actually click on an ad 
B)  the number of users who actually visit a brand's website 
C)  the number of users who actually purchase the advertised brand 
D)  a and b only 
E)  a, b, and c

Question 17

When only those consumers known to be interested in a particular product or service receive an advertisement,_____ is being used.

Accepted Answer

A)  behavioral targeting 
B)  demographic segmentation 
C)  benefit targeting 
D)  consumer-oriented marketing 
E)  geographic segmentation 
A)  behavioral targeting 
B)  demographic segmentation 
C)  benefit targeting 
D)  consumer-oriented marketing 
E)  geographic segmentation

Question 18

Google AdSense is based on behavioral targeting online using cookies.

Accepted Answer

A) True 
 B)False

Question 19

E-zines tend to focus on traditional issues,such as family and religion.

Accepted Answer

A) True 
 B)False

Question 20

_____ represent(s)the percentage of people who are exposed to an Internet-delivered ad that actually clicked their mouse on it.

Accepted Answer

A)  Click-through rates (CTR) 
B)  Cost per thousand (CPM) 
C)  Cost per action (CP
A)  
D)  Opportunity to see (OTS) 
E)  Search engine assessment (SE
A)  
A)  Click-through rates (CTR) 
B)  Cost per thousand (CPM) 
C)  Cost per action (CP
A)  
D)  Opportunity to see (OTS) 
E)  Search engine assessment (SE
A)

Exam 13: Online and Mobile Advertising

Compare and contrast the concepts of individualization and interactivity.

Which type of Internet advertising format has the appeal of communicating directly with prospective customers,who in turn can become active communicators through their own posted comments?

Podcasting is a visual version of blogging.

Research on the "look" of Web pages suggests that complex Web pages are better liked than those with relatively simple backgrounds.

Which is the leading search engine?

John was going to his favorite sports web ite when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere.He wasn't interested,so he closed the window.What type of Internet ad is this?

Which of the following is a way a blog can be used for advertising?

_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length.

Google enables Internet advertisers to run ads on websites other than Google's own site,which is known as _____.

The word _____ is used in reference to unsolicited and unwanted commercial e-mail messages.

Integration and interactivity are key features of the Internet and of advertising in this medium.

Blogs represent a major advertising opportunity on the Internet.

Pop-ups are ads that appear between (rather than within a page)two content Web pages.

Search engine advertising is especially vulnerable to click fraud.

Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.

The "action" in CPA refers to determining _____.

When only those consumers known to be interested in a particular product or service receive an advertisement,_____ is being used.

Google AdSense is based on behavioral targeting online using cookies.

E-zines tend to focus on traditional issues,such as family and religion.

_____ represent(s)the percentage of people who are exposed to an Internet-delivered ad that actually clicked their mouse on it.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Environmental, Regulatory, and Ethical Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters