Question 1

The development, manufacture, and marketing of unique products to unique customers is called

Accepted Answer

A)  segmentation. 
B)  target marketing. 
C)  niche marketing. 
D)  unique customization. 
E)  mass customization. 
A)  segmentation. 
B)  target marketing. 
C)  niche marketing. 
D)  unique customization. 
E)  mass customization.

Question 2

If a not-for-profit organization were to develop online marketing that encourages the receiver of the message to pass it along to others in order to generate additional exposure is called

Accepted Answer

A)  direct mail. 
B)  virtual marketing. 
C)  forwarding. 
D)  spamming. 
E)  viral marketing. 
A)  direct mail. 
B)  virtual marketing. 
C)  forwarding. 
D)  spamming. 
E)  viral marketing.

Question 3

During 1 million ad views, there are 20 000 clicks. The clickthrough rate is

Accepted Answer

A)  0.025%. 
B)  2%. 
C)  10%. 
D)  0.25%. 
E)  25%. 
A)  0.025%. 
B)  2%. 
C)  10%. 
D)  0.25%. 
E)  25%.

Question 4

If during 100 000 views of an online ad there are 10 000 ad clicks, the clickthrough rate is 1%.

Accepted Answer

A) True 
 B)False

Question 5

A list of people who have specifically agreed to receive email from an organization is called a

Accepted Answer

A)  first-party list. 
B)  third-party list. 
C)  response list. 
D)  forwarded list. 
E)  compiled list. 
A)  first-party list. 
B)  third-party list. 
C)  response list. 
D)  forwarded list. 
E)  compiled list.

Question 6

Presently, four industries account for about half of the Internet advertising revenue. Which four are they?

Accepted Answer

A)  entertainment, media, social media, TV media, food industry 
B)  hospitality, business, gardening, household industries 
C)  internet, social media, blogs, Facebook 
D)  hockey, skiing, basketball, football industries. 
E)  consumer packaged goods, automotive, retail, financial 
A)  entertainment, media, social media, TV media, food industry 
B)  hospitality, business, gardening, household industries 
C)  internet, social media, blogs, Facebook 
D)  hockey, skiing, basketball, football industries. 
E)  consumer packaged goods, automotive, retail, financial

Question 7

One of the major reasons that online advertising is growing is the fact that over 86% of Canadian households have access to the Internet.

Accepted Answer

A) True 
 B)False

Question 8

What is clickthrough rate?

Accepted Answer

It is the ratio of click to impression.

Question 9

Which of the following is NOT a form of display advertising?

Accepted Answer

A)  banner ads 
B)  video ads 
C)  rectangle ads 
D)  big box ads 
E)  skyscraper ads 
A)  banner ads 
B)  video ads 
C)  rectangle ads 
D)  big box ads 
E)  skyscraper ads

Question 10

Viral marketing is a strategy that encourages individuals to pass along information to others.

Accepted Answer

A) True 
 B)False

Question 11

Describe the options available to marketers for mobile applications. Provide an example for each.

Accepted Answer

There are several applications that enco

Question 12

__________ advertising occurs when an advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on this listing,

Accepted Answer

A)  Search 
B)  Pay-per-click 
C)  Interstitial 
D)  Sticky 
E)  Both A and B are correct. 
A)  Search 
B)  Pay-per-click 
C)  Interstitial 
D)  Sticky 
E)  Both A and B are correct.

Question 13

What is stickiness?

Accepted Answer

Stickiness refers to the notion that the

Question 14

What is the fasted growing advertising alternative online in general and in social media in particular?

Accepted Answer

A)  viral marketing 
B)  interactive marketing 
C)  video ads 
D)  a web movie 
E)  podcasting 
A)  viral marketing 
B)  interactive marketing 
C)  video ads 
D)  a web movie 
E)  podcasting

Question 15

Which of the following is an advantage of using QR codes?

Accepted Answer

A)  They are environmentally friendly. 
B)  It can link to a phone a consumer to a website or a phone number. 
C)  Additional information can be communicated in a cost-efficient manner. 
D)  Customers can be instantly engaged with the brand. 
E)  All of the above are correct. 
A)  They are environmentally friendly. 
B)  It can link to a phone a consumer to a website or a phone number. 
C)  Additional information can be communicated in a cost-efficient manner. 
D)  Customers can be instantly engaged with the brand. 
E)  All of the above are correct.

Question 16

On average Canadians spend about ________ hours per day browsing the Internet.

Accepted Answer

A)  10 
B)  6 
C)  3 
D)  2 
E)  5 
A)  10 
B)  6 
C)  3 
D)  2 
E)  5

Question 17

The sweet spot for mobile users is the ____________ category.

Accepted Answer

A)  15- to 29-year-old 
B)  working mom 
C)  tween 
D)  18- to 34-year-old male 
E)  There is no "sweet spot." 
A)  15- to 29-year-old 
B)  working mom 
C)  tween 
D)  18- to 34-year-old male 
E)  There is no "sweet spot."

Question 18

Sue received an email from a company asking her to enter an online contest. Her chances of winning would be increased if she forwarded the email to three people. This is an example of

Accepted Answer

A)  spamming. 
B)  viral marketing. 
C)  forwarding. 
D)  direct mail. 
E)  virtual marketing. 
A)  spamming. 
B)  viral marketing. 
C)  forwarding. 
D)  direct mail. 
E)  virtual marketing.

Question 19

What is text messaging and why is it so popular?

Accepted Answer

Refers to the transmission of text-only

Question 20

The Internet is a medium that allows for behavioural targeting, while most other mediums do not.

Accepted Answer

A) True 
 B)False

The development, manufacture, and marketing of unique products to unique customers is called

If a not-for-profit organization were to develop online marketing that encourages the receiver of the message to pass it along to others in order to generate additional exposure is called

During 1 million ad views, there are 20 000 clicks. The clickthrough rate is

If during 100 000 views of an online ad there are 10 000 ad clicks, the clickthrough rate is 1%.

A list of people who have specifically agreed to receive email from an organization is called a

Presently, four industries account for about half of the Internet advertising revenue. Which four are they?

One of the major reasons that online advertising is growing is the fact that over 86% of Canadian households have access to the Internet.

What is clickthrough rate?

Which of the following is NOT a form of display advertising?

Viral marketing is a strategy that encourages individuals to pass along information to others.

Describe the options available to marketers for mobile applications. Provide an example for each.

__________ advertising occurs when an advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on this listing,

What is stickiness?

What is the fasted growing advertising alternative online in general and in social media in particular?

Which of the following is an advantage of using QR codes?

On average Canadians spend about ________ hours per day browsing the Internet.

The sweet spot for mobile users is the ____________ category.

Sue received an email from a company asking her to enter an online contest. Her chances of winning would be increased if she forwarded the email to three people. This is an example of

What is text messaging and why is it so popular?

The Internet is a medium that allows for behavioural targeting, while most other mediums do not.

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

The development, manufacture, and marketing of unique products to unique customers is called

If a not-for-profit organization were to develop online marketing that encourages the receiver of the message to pass it along to others in order to generate additional exposure is called

During 1 million ad views, there are 20 000 clicks. The clickthrough rate is

If during 100 000 views of an online ad there are 10 000 ad clicks, the clickthrough rate is 1%.

A list of people who have specifically agreed to receive email from an organization is called a

Presently, four industries account for about half of the Internet advertising revenue. Which four are they?

One of the major reasons that online advertising is growing is the fact that over 86% of Canadian households have access to the Internet.

What is clickthrough rate?

Which of the following is NOT a form of display advertising?

Viral marketing is a strategy that encourages individuals to pass along information to others.

Describe the options available to marketers for mobile applications. Provide an example for each.

__________ advertising occurs when an advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on this listing,

What is stickiness?

What is the fasted growing advertising alternative online in general and in social media in particular?

Which of the following is an advantage of using QR codes?

On average Canadians spend about ________ hours per day browsing the Internet.

The sweet spot for mobile users is the ____________ category.

Sue received an email from a company asking her to enter an online contest. Her chances of winning would be increased if she forwarded the email to three people. This is an example of

What is text messaging and why is it so popular?

The Internet is a medium that allows for behavioural targeting, while most other mediums do not.

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