Question 1

What are the advantages and disadvantages of online marketing communications?

Accepted Answer

Advantages:
Targeting Capability - Adver

Question 2

Ad requests that were successfully sent to a visitor are known as

Accepted Answer

A)  clickthroughs. 
B)  hits. 
C)  visits. 
D)  clicks. 
E)  impressions. 
A)  clickthroughs. 
B)  hits. 
C)  visits. 
D)  clicks. 
E)  impressions.

Question 3

One of the advantages of video game advertising to the marketer is that video games are growing in popularity across genders.

Accepted Answer

A) True 
 B)False

Question 4

One of the key roles that interactive communications can play is to build brand awareness.

Accepted Answer

A) True 
 B)False

Question 5

Pepsi-cola has been known to integrate its brand into video games played online or on mobile devices, or in games purchased directly by consumers. This is an example of

Accepted Answer

A)  advergaming. 
B)  video messaging. 
C)  rich media. 
D)  gaming interstitials. 
E)  comprehensive messaging. 
A)  advergaming. 
B)  video messaging. 
C)  rich media. 
D)  gaming interstitials. 
E)  comprehensive messaging.

Question 6

The Internet has now passed television in terms of time spent with media on a weekly basis in Canada.

Accepted Answer

A) True 
 B)False

Question 7

When Harley-Davidson invites the public to participate in the marketing of its brands, it is employing a technique referred to as

Accepted Answer

A)  human media networking. 
B)  social networking. 
C)  brand democratization. 
D)  crowdsourcing. 
E)  advergaming. 
A)  human media networking. 
B)  social networking. 
C)  brand democratization. 
D)  crowdsourcing. 
E)  advergaming.

Question 8

Which of the following is a disadvantage of online marketing communications?

Accepted Answer

A)  interactivity 
B)  transactions 
C)  timing 
D)  targeting capability 
E)  None of the above is a disadvantage. 
A)  interactivity 
B)  transactions 
C)  timing 
D)  targeting capability 
E)  None of the above is a disadvantage.

Question 9

A site where the visitors stay for an extended period of time is referred to as a

Accepted Answer

A)  helpful site. 
B)  sticky site. 
C)  slow site. 
D)  portal. 
E)  long site. 
A)  helpful site. 
B)  sticky site. 
C)  slow site. 
D)  portal. 
E)  long site.

Question 10

What are the two types of opt-in lists used with email advertising?

Accepted Answer

The first is a first-party list ‒ people

Question 11

A website that serves as a gateway to a variety of services such as searching, news, directories, and links to other pages is also known as a(n)

Accepted Answer

A)  index page. 
B)  home page. 
C)  main page. 
D)  portway. 
E)  portal. 
A)  index page. 
B)  home page. 
C)  main page. 
D)  portway. 
E)  portal.

Question 12

According to recent research, the ads that have the most impact on brand awareness and message association are

Accepted Answer

A)  buttons. 
B)  large rectangles. 
C)  skyscrapers. 
D)  banners. 
E)  leaderboards. 
A)  buttons. 
B)  large rectangles. 
C)  skyscrapers. 
D)  banners. 
E)  leaderboards.

Question 13

Explain what is meant by sponsorship as it relates to online advertising, using an example to illustrate.

Accepted Answer

An online sponsorship is a commitment to

Question 14

A company like Procter & Gamble that carry multiple brands, takes advantage of __________ to allow for each brand to stand on its own.

Accepted Answer

A)  links 
B)  separate pages 
C)  microsites 
D)  a search engine 
E)  interstitials 
A)  links 
B)  separate pages 
C)  microsites 
D)  a search engine 
E)  interstitials

Question 15

In this online advertising application, users choose to receive messages from particular advertisers.

Accepted Answer

A)  spam 
B)  permission-based email 
C)  banners 
D)  sponsored email 
E)  sponsorship 
A)  spam 
B)  permission-based email 
C)  banners 
D)  sponsored email 
E)  sponsorship

Question 16

Streaming media refers to

Accepted Answer

A)  the continuous delivery of small, compressed packets of data. 
B)  the greater use of interaction to engage the user. 
C)  ads that pop onto the screen and interrupt users. 
D)  extended relationships with other sites. 
E)  the inclusion of audio and full motion video. 
A)  the continuous delivery of small, compressed packets of data. 
B)  the greater use of interaction to engage the user. 
C)  ads that pop onto the screen and interrupt users. 
D)  extended relationships with other sites. 
E)  the inclusion of audio and full motion video.

Question 17

A small text file uploaded to a consumer's web browser and sometimes stored on their hard drive is called

Accepted Answer

A)  a bit file. 
B)  a jpg file. 
C)  mass customization. 
D)  a cookie. 
E)  behavioural targeting. 
A)  a bit file. 
B)  a jpg file. 
C)  mass customization. 
D)  a cookie. 
E)  behavioural targeting.

Question 18

The amount of time spent online does vary by age category. What age category is leading in Internet consumption?

Accepted Answer

A)  households with children under 5 years of age 
B)  households with adults 35-54 
C)  households with adults 55+ 
D)  younger and older audiences 
E)  households with children over 18-24 years of age 
A)  households with children under 5 years of age 
B)  households with adults 35-54 
C)  households with adults 55+ 
D)  younger and older audiences 
E)  households with children over 18-24 years of age

Question 19

Names and email addresses compiled by one company and sold to another is referred to as a

Accepted Answer

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

Question 20

The number of times users click on a banner (clicking transfers the users to another website) is called ad views or impressions.

Accepted Answer

A) True 
 B)False

What are the advantages and disadvantages of online marketing communications?

Ad requests that were successfully sent to a visitor are known as

One of the advantages of video game advertising to the marketer is that video games are growing in popularity across genders.

One of the key roles that interactive communications can play is to build brand awareness.

Pepsi-cola has been known to integrate its brand into video games played online or on mobile devices, or in games purchased directly by consumers. This is an example of

The Internet has now passed television in terms of time spent with media on a weekly basis in Canada.

When Harley-Davidson invites the public to participate in the marketing of its brands, it is employing a technique referred to as

Which of the following is a disadvantage of online marketing communications?

A site where the visitors stay for an extended period of time is referred to as a

What are the two types of opt-in lists used with email advertising?

A website that serves as a gateway to a variety of services such as searching, news, directories, and links to other pages is also known as a(n)

According to recent research, the ads that have the most impact on brand awareness and message association are

Explain what is meant by sponsorship as it relates to online advertising, using an example to illustrate.

A company like Procter & Gamble that carry multiple brands, takes advantage of __________ to allow for each brand to stand on its own.

In this online advertising application, users choose to receive messages from particular advertisers.

Streaming media refers to

A small text file uploaded to a consumer's web browser and sometimes stored on their hard drive is called

The amount of time spent online does vary by age category. What age category is leading in Internet consumption?

Names and email addresses compiled by one company and sold to another is referred to as a

The number of times users click on a banner (clicking transfers the users to another website) is called ad views or impressions.

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

What are the advantages and disadvantages of online marketing communications?

Ad requests that were successfully sent to a visitor are known as

One of the advantages of video game advertising to the marketer is that video games are growing in popularity across genders.

One of the key roles that interactive communications can play is to build brand awareness.

Pepsi-cola has been known to integrate its brand into video games played online or on mobile devices, or in games purchased directly by consumers. This is an example of

The Internet has now passed television in terms of time spent with media on a weekly basis in Canada.

When Harley-Davidson invites the public to participate in the marketing of its brands, it is employing a technique referred to as

Which of the following is a disadvantage of online marketing communications?

A site where the visitors stay for an extended period of time is referred to as a

What are the two types of opt-in lists used with email advertising?

A website that serves as a gateway to a variety of services such as searching, news, directories, and links to other pages is also known as a(n)

According to recent research, the ads that have the most impact on brand awareness and message association are

Explain what is meant by sponsorship as it relates to online advertising, using an example to illustrate.

A company like Procter & Gamble that carry multiple brands, takes advantage of __________ to allow for each brand to stand on its own.

In this online advertising application, users choose to receive messages from particular advertisers.

Streaming media refers to

A small text file uploaded to a consumer's web browser and sometimes stored on their hard drive is called

The amount of time spent online does vary by age category. What age category is leading in Internet consumption?

Names and email addresses compiled by one company and sold to another is referred to as a

The number of times users click on a banner (clicking transfers the users to another website) is called ad views or impressions.

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