Question 1

This measure indicates the success of an advertiser in attracting visitors to click on its ad.

Accepted Answer

A)  hits 
B)  interstitial 
C)  visitors 
D)  impressions 
E)  clickthrough rate 
A)  hits 
B)  interstitial 
C)  visitors 
D)  impressions 
E)  clickthrough rate E

Question 2

When Kraft Canada pays for the annual Kraft Celebration Tour on TSN.ca, it is an example of

Accepted Answer

A)  testimonial. 
B)  banner ads. 
C)  superstitials. 
D)  endorsement. 
E)  sponsorship. 
A)  testimonial. 
B)  banner ads. 
C)  superstitials. 
D)  endorsement. 
E)  sponsorship. E

Question 3

One of the key advantages of email advertising is that "bad news travels fast."

Accepted Answer

A) True 
 B)False  False

Question 4

What are the key benefits of social media marketing communications?

Accepted Answer

From a targeting perspective, all age gr

Question 5

__________ is a means of delivering online ads based on a consumer's previous surfing patterns.

Accepted Answer

A)  Behavioural targeting 
B)  Mass customization 
C)  Target marketing 
D)  Online advertising 
E)  A cookie 
A)  Behavioural targeting 
B)  Mass customization 
C)  Target marketing 
D)  Online advertising 
E)  A cookie

Question 6

More is spent on advertising on the Internet in Canada than any other medium.

Accepted Answer

A) True 
 B)False

Question 7

What is mass customization? Give an example of mass customization.

Accepted Answer

Mass customization refers to the capabil

Question 8

Marketers can create their own page on Facebook that users choose to join. This is known as a

Accepted Answer

A)  fan page. 
B)  brand page. 
C)  blog. 
D)  sponsorship. 
E)  Both A and B are correct. 
A)  fan page. 
B)  brand page. 
C)  blog. 
D)  sponsorship. 
E)  Both A and B are correct.

Question 9

Describe advergaming. Illustrate examples of its different forms.

Accepted Answer

Advergaming is the integration of brands

Question 10

An ad request that was successfully sent to a visitor is known as an impression or a(n)

Accepted Answer

A)  hit. 
B)  clickthrough. 
C)  visit. 
D)  click. 
E)  ad view. 
A)  hit. 
B)  clickthrough. 
C)  visit. 
D)  click. 
E)  ad view.

Question 11

According to the latest Canadian statistics, the percentage of Canadians that have Internet access at home is

Accepted Answer

A)  66%. 
B)  50%. 
C)  43%. 
D)  86%. 
E)  88%. 
A)  66%. 
B)  50%. 
C)  43%. 
D)  86%. 
E)  88%.

Question 12

An expandable banner is a form of rich media.

Accepted Answer

A) True 
 B)False

Question 13

The shoe manufacturer Vans allows consumers to design their own shoe online with interactive software. This is an example of mass customization.

Accepted Answer

A) True 
 B)False

Question 14

Assess the various advertising alternatives that are available online. For each, describe the strategy, including limitations, and give an example.

Accepted Answer

Search advertising (ad placed with searc

Question 15

If Sprite commits to advertise for an extended period on the official NBA website this would be known as a

Accepted Answer

A)  skyscraper. 
B)  permission based e-mail. 
C)  superstitial. 
D)  sponsorship. 
E)  banner ad. 
A)  skyscraper. 
B)  permission based e-mail. 
C)  superstitial. 
D)  sponsorship. 
E)  banner ad.

Question 16

Molson Canadian is a heavy advertiser on TSN.ca because the ___________ of the website match that of their consumer.

Accepted Answer

A)  demographics 
B)  usage patterns 
C)  gender bias 
D)  age 
E)  geographics 
A)  demographics 
B)  usage patterns 
C)  gender bias 
D)  age 
E)  geographics

Question 17

One of the latest tools used by marketers to reach the youth market is

Accepted Answer

A)  viral marketing. 
B)  text messaging. 
C)  email marketing 
D)  online advertising. 
E)  interstitial advertising. 
A)  viral marketing. 
B)  text messaging. 
C)  email marketing 
D)  online advertising. 
E)  interstitial advertising.

Question 18

A&W sent a text message with a coupon to a consumer who was just up the street from one of its locations inviting them to lunch. This is an example of

Accepted Answer

A)  permission-based email. 
B)  sponsored email. 
C)  microsite usage. 
D)  location-based targeting. 
E)  video messaging. 
A)  permission-based email. 
B)  sponsored email. 
C)  microsite usage. 
D)  location-based targeting. 
E)  video messaging.

Question 19

List and describe four standard banner sizes established by the Interactive Advertising Bureau.

Accepted Answer

Display advertising includes banner ads

Question 20

Many networks offer popular shows online to allow consumers to see them after airing. In order to best take advantage of streaming during the programs, a company may want to

Accepted Answer

A)  offer brand awareness ads. 
B)  insert pop-ups. 
C)  use TV-style ads. 
D)  offer brand engagement ads. 
E)  edit existing commercial to fit online. 
A)  offer brand awareness ads. 
B)  insert pop-ups. 
C)  use TV-style ads. 
D)  offer brand engagement ads. 
E)  edit existing commercial to fit online.

This measure indicates the success of an advertiser in attracting visitors to click on its ad.

When Kraft Canada pays for the annual Kraft Celebration Tour on TSN.ca, it is an example of

One of the key advantages of email advertising is that "bad news travels fast."

What are the key benefits of social media marketing communications?

__________ is a means of delivering online ads based on a consumer's previous surfing patterns.

More is spent on advertising on the Internet in Canada than any other medium.

What is mass customization? Give an example of mass customization.

Marketers can create their own page on Facebook that users choose to join. This is known as a

Describe advergaming. Illustrate examples of its different forms.

An ad request that was successfully sent to a visitor is known as an impression or a(n)

According to the latest Canadian statistics, the percentage of Canadians that have Internet access at home is

An expandable banner is a form of rich media.

The shoe manufacturer Vans allows consumers to design their own shoe online with interactive software. This is an example of mass customization.

Assess the various advertising alternatives that are available online. For each, describe the strategy, including limitations, and give an example.

If Sprite commits to advertise for an extended period on the official NBA website this would be known as a

Molson Canadian is a heavy advertiser on TSN.ca because the ___________ of the website match that of their consumer.

One of the latest tools used by marketers to reach the youth market is

A&W sent a text message with a coupon to a consumer who was just up the street from one of its locations inviting them to lunch. This is an example of

List and describe four standard banner sizes established by the Interactive Advertising Bureau.

Many networks offer popular shows online to allow consumers to see them after airing. In order to best take advantage of streaming during the programs, a company may want to

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Sales Promotion

Public Relations

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters

Exam 7: Planning for Online and Interactive Communications

This measure indicates the success of an advertiser in attracting visitors to click on its ad.

When Kraft Canada pays for the annual Kraft Celebration Tour on TSN.ca, it is an example of

One of the key advantages of email advertising is that "bad news travels fast."

What are the key benefits of social media marketing communications?

__________ is a means of delivering online ads based on a consumer's previous surfing patterns.

More is spent on advertising on the Internet in Canada than any other medium.

What is mass customization? Give an example of mass customization.

Marketers can create their own page on Facebook that users choose to join. This is known as a

Describe advergaming. Illustrate examples of its different forms.

An ad request that was successfully sent to a visitor is known as an impression or a(n)

According to the latest Canadian statistics, the percentage of Canadians that have Internet access at home is

An expandable banner is a form of rich media.

The shoe manufacturer Vans allows consumers to design their own shoe online with interactive software. This is an example of mass customization.

Assess the various advertising alternatives that are available online. For each, describe the strategy, including limitations, and give an example.

If Sprite commits to advertise for an extended period on the official NBA website this would be known as a

Molson Canadian is a heavy advertiser on TSN.ca because the ___________ of the website match that of their consumer.

One of the latest tools used by marketers to reach the youth market is

A&W sent a text message with a coupon to a consumer who was just up the street from one of its locations inviting them to lunch. This is an example of

List and describe four standard banner sizes established by the Interactive Advertising Bureau.

Many networks offer popular shows online to allow consumers to see them after airing. In order to best take advantage of streaming during the programs, a company may want to

Integrated Marketing Communications: an Overview

Strategic Planning Principles

Branding Strategy

Advertising Planning: Creative

Advertising Planning: Traditional Media

Planning for Direct Response Communications

Sales Promotion

Public Relations

Experiential Marketing, Events, and Sponsorships

Personal Selling

Evaluating Marketing Communications Programs

Filters