Deck 17: Internet Media

Question 1

This type of Internet ad accounted for one-third of total Internet media advertising revenues in 2014:

A) pay-for-click ads
B) paid search ads
C) display ads
D) content marketing

Answer 1

C

Question 2

A website demonstrates if it offers multiple opportunities for the consumer to act upon, such as links, buttons, or connections to other utilities like social media.

A) responsiveness
B) reciprocity
C) stickiness
D) nonverbal information

Answer 2

B

Question 3

Internet media advertising is so pervasive that specialized recognition now happens in the form of which awards?

A) Webby Awards
B) Canadian Marketing Association Interactive Awards of Excellence
C) E-Promo Awards
D) Interactive Marketing Awards

Answer 3

A

Question 4

The Internet can be used for branding purposes:

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

Question 5

In 2014, Internet media advertising revenue:

A) reached $3.8 billion, almost as high as television ad spending
B) was about the same as total print advertising revenue
C) reached $2.5 billion
D) surpassed television ad spending

Question 6

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

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

Question 7

Banner ads:

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

Question 8

Extensive use of pictures, sounds, and animation in a website demonstrates _.

A) nonverbal information
B) reciprocity
C) interactivity
D) responsiveness

Question 9

Which of the following is true about banner ad click through rates?

A) The use of flash technology makes no difference in click through rates.
B) In Canada, the average click through rate is 10 percent.
C) There is no difference in click through rates according to ad size.
D) Click through rates are slightly higher for social media and mobile ads.

Question 10

Which of the following statements about the Internet's objective of disseminating information is true?

A) Due to privacy issues, certain levels of government have reduced their use of the Internet to provide citizens with information.
B) In business-to-business markets, having a website has become a necessity, especially for buyers to get detailed information about the seller's offerings.
C) Many consumer companies no longer use their websites as a means of communicating information about their products and services. They are turning instead to various forms of social media.
D) Consumer-generated content, as a means of disseminating information, suffers from lack of credibility.

Question 11

Marketers use their websites to invite consumers to sign up for a newsletter, go to a retail location, try a simulation, or participate in a game or promotion in order to achieve the objective of:

A) building brand image
B) creating awareness
C) facilitating interaction
D) generating online sales

Question 12

Mobile access to Internet media via smartphones hit _ percent in 2015.

A) 85
B) 50
C) 77
D) 68

Question 13

Procter & Gamble's website, Vocalpoint, provides moms access to information, products, and samples and is a forum for feedback on new ideas and products. It was established to achieve the objective of:

A) facilitating interaction.
B) creating business-to-business opportunities.
C) disseminating information.
D) generating on-line sales.

Question 14

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

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

Question 15

A website's is the extent to which someone involved in communication over the Internet perceives the communication to be reciprocal, responsive, speedy, and characterized by the use of nonverbal information.

A) effectiveness
B) interactivity
C) impact
D) stickiness

Question 16

Approximately percent of all Canadians accessed Internet media from any location in 2015, with nearly universal access for those under years of age.

A) 80; 50
B) 92; 35
C) 98; 40
D) 86; 55

Question 17

ComScore 2015 data shows which type of Internet media having the most ad impressions?

A) Web portals
B) social media sites
C) entertainment sites
D) news/information sites

Question 18

The Internet may not be the optimal medium for awareness in many situations due to its limited _ _.

A) reach
B) branding
C) frequency
D) recall

Question 19

Research shows that is the number one activity on the Internet for most Canadians.

A) visiting social media
B) banking online
C) sending or receiving email
D) general Internet search

Question 20

The amount of time Canadians consumed Internet media attained just over ________ hours per week, compared to hours for TV.

A) 12; 20
B) 27; 34
C) 16; 24
D) 20; 29

Question 21

Online directories such as Kijiji and Auto Trader have stolen a significant portion of ad revenue as a direct substitution for:

A) Newspaper classifieds.
B) Local radio ads.
C) Yellow Pages ads.
D) Google search ads.

Question 22

How does Kijiji make money?

A) Kijiji has yet to earn revenue.
B) Kijiji sells ad space on its directory on a CPM basis.
C) Consumers now have to pay a small amount to post their classified ad.
D) Kijiji doesn't charge to post a classified ad, but takes a 2% commission on all sales.

Question 23

Which of the following is NOT a way that companies are using video advertising on the Internet?

A) Companies create new video messages for the Internet.
B) Companies run the same spots they show on TV, using a hosting site such as YouTube.
C) Companies generally run longer video ads, of two minutes or more, on hosted sites such as YouTube and others, because of the captive audiences found there.
D) Companies run a television spot and then direct consumers to their website in order to view it, or a sequel to it, again.

Question 24

As of 2014, was the dominant provider of paid search advertising.

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

Question 25

A keyword-targeted advertising program using short text-only ads to maximize page loading speed is called:

A) rich media
B) interstitial
C) AdWords
D) AdSense

Question 26

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):

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

Question 27

Which of the following is NOT a recommended strategy for search success?

A) Embed keyword text in visuals on the company's Web page.
B) Pay extra money for the search terms to increase the site's ranking.
C) Optimize customization through past search history.
D) Provide unique and valuable content to appeal to designers of other sites so they will include a link on their site.

Question 28

are ads that appear underneath the Web page and become visible only when the user leaves the site.

A) Interstitials
B) Pop-unders
C) Cookies
D) Pop-ups

Question 29

The most common form of display advertising on the Web is:

A) banner ads
B) interstitials
C) pop-ups
D) sponsorships

Question 30

is/are newer computer software technology that permit(s) user interaction such as expansion of the ad, additional product description or movement that appears video-like.

A) Secure sites
B) Interstitials
C) Pop-ups
D) Rich media

Question 31

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

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

Question 32

is a medium that uses the Internet to distribute audio and video files for downloading to various portable handheld devices for learning or entertainment purposes.

A) Podcasting
B) Paid search
C) Digital video ads
D) Video on demand

Question 33

A preliminary page that precedes the homepage of an Internet site is known as a(n):

A) sponsored link.
B) pop-up.
C) splash page.
D) interstitial.

Question 34

Recent research into video ads on the Internet found that:

A) Video streaming penetration has reached its maximum in Canada and is actually a little bit on the decline.
B) Most video ads are 30 seconds long.
C) Total ad impressions for mobile only advertising surpassed those achieved on desktop/laptops only.
D) The most ad impressions were achieved for ads shown on desktop/laptop only.

Question 35

Almost all of Google's revenue comes from selling advertisements associated with:

A) banner ads.
B) name brands.
C) search keywords.
D) retailers.

Question 36

The increased use of streaming video advertising messages is a direct result of:

A) the decreased viewership of television shows across all age groups.
B) the decreased readership of newspapers among young adults in Canada.
C) the fact that young viewers are looking for more exciting and engaging content.
D) the increased penetration of broadband into households.

Question 37

is the process of improving the volume of traffic driven to one's site by a search engine through unpaid results as opposed to paid inclusions.

A) Google AdSense
B) Keyword targeting
C) Popularity detection
D) Search engine optimization

Question 38

A substantial form of advertising on the Internet is , in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

A) paid search
B) pop-ups
C) banners
D) content sponsorship

Question 39

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

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

Question 40

While Annie waited for the Mendocino apparel site to download, a small ad encouraging her to check out the summer clothes at the Hudson's Bay website appeared on her computer screen. The Hudson's Bay ad is an example of:

A) a pop-up
B) push technology
C) content sponsorship
D) an interstitial

Question 41

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

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

Question 42

Each of the following is a form of mobile advertising EXCEPT:

A) display/sponsorship
B) pay-per-view
C) search
D) short message service (SMS)

Question 43

The most prominent form of advertising on podcasts at this time is:

A) sponsorship.
B) paid search.
C) interstitials.
D) There is no advertising on podcasts.

Question 44

Each of the following is a limitation of SMS codes EXCEPT:

A) Marketers are concerned with not having the proper metrics with which to measure success.
B) There is a time delay for registration with the Canadian Wireless Telecommunications Association to protect consumers against spam.
C) Cell phone carriers are not all fully able to work with each type of code.
D) The relatively low penetration of smart phones in Canada does not ensure that the use of SMS advertising will deliver a favourable ROI to advertisers.

Question 45

Virtual game world advertising is most closely aligned with which traditional media vehicle?

A) billboards
B) public relations
C) product placement
D) cinema advertising

Question 46

A related communication to apps and SMS codes is the 2-dimensional barcode called a(n):

A) 2-dimensional mobile code.
B) quick response code.
C) 2-D SMS code.
D) Smart-code.

Question 47

Promotional planners consider social media to be a media type, just like television or radio. Carrying that notion through would mean that social networking would be the ________, and Twitter would be an example of a _.

A) media class; media vehicle
B) mobile strategy; tactic
C) objective; social media site
D) media vehicle; media strategy

Question 48

TV broadcasters are developing apps to foster enhanced viewer experiences while watching TV shows on their mobile devices. This relatively new phenomenon is referred to as:

A) auxiliary advertising.
B) second-screen experience.
C) mobile direct streaming.
D) TV-to-mobile video viewing.

Question 49

Which of the following is NOT one of the top four Internet media activities using a smartphone?

A) checking the weather
B) searching the Internet
C) accessing a map
D) making an online purchase

Question 50

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

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

Question 51

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

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

Question 52

Planning to direct display ads to any other Internet site relies on to determine which sites would be appropriate.

A) contextual targeting
B) media planners
C) results from second-screen experiences
D) mobile direct streaming media

Question 53

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

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

Question 54

Which of the following is true about cellphone apps?

A) The banking industry has experienced the fastest app growth among smartphone users in Canada.
B) Apps act as ads since they generally carry brand identification and a brand experience.
C) Mobile apps do not appear to influence shopping behaviour.
D) The highest use of cellphone apps is for social networking.

Question 55

The most significant media trend in recent years is:

A) the consumer adoption of social media.
B) the incidence of multiple television sets in the majority of Canadian households.
C) the melding of sales promotion and advertising activities.
D) video gaming.

Question 56

Each of the following is a social media class resulting from user-generated content EXCEPT:

A) blogs
B) podcasts
C) collaborative projects
D) virtual game worlds

Question 57

Which of the following statements is true regarding behavioural targeting?

A) There is a one-to-one correlation between a consumer's Internet surfing behaviour and their intention to purchase.
B) Research has determined that a consumer's leisure-oriented Internet behaviour is more indicative of one's purchase patterns than their business-oriented behaviour.
C) Clickstream data and Internet protocol information can help identify segments of potential buyers in order to direct ads specifically to them.
D) Behaviour is not a critical variable when applying audience segmentation to Internet advertising.

Question 58

The Lakeside Bistro places an ad on HYPERLINK "http://www.penticton.ca/" www.penticton.ca, a website directing consumers to interesting sites and services around Penticton, BC. This is an example of ________ targeting.

A) time of day
B) contextual
C) psychographic
D) behavioural

Question 59

The targeting that allows advertisers to adjust their brand messages depending upon where the user is located is known as:

A) contextual targeting
B) latitudinal targeting
C) environmental targeting
D) geographic targeting

Question 60

One of the newest and fastest growing forms of electronic advertising is:

A) digital billboards.
B) mobile advertising.
C) sponsorships.
D) video advertising.

Question 61

Who is required to pay when a person retweets, replies, favourites, or clicks on a brand's promoted tweet?

A) the consumer
B) Twitter
C) the advertiser
D) There is no cost to do these things.

Question 62

Which of the following is NOT a key question that marketers are asking in relation to using Twitter for advertising?

A) How frequently should the messages be sent?
B) Why would someone be motivated to receive our Twitter feed?
C) Is the consumer-generated content on our Twitter feed be something that we need to monitor?
D) What message should be sent via Twitter?

Question 63

Vehicles on the Internet where users can share video, photo images, and audio media are called:

A) content communities.
B) podcasts.
C) interactive activity zones.
D) social networking sites.

Question 64

A is a Web-based publication consisting primarily of periodic articles.

A) blog
B) podcast
C) sales promotion
D) social networking site

Question 65

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

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

Question 66

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).

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

Question 67

Facebook as a media vehicle is an attractive advertising opportunity for each of the following reasons EXCEPT:

A) Facebook allows for substantial segmentation precision.
B) The newsfeed is cluttered with both ads and content from friends.
C) Advertising on Facebook is a series of simple "point and click" steps.
D) A company can place ads directly into the consumers' newsfeed or on the right-hand rail.

Question 68

Research has defined consumers' online brand-related activities (COBRAs) as being each of the following EXCEPT:

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

Question 69

In what form of social media advertising does the message from a customer during a performance of Cirque du Soleil act as a testimonial so that potential customers can virtually experience the spectacle?

A) blog post
B) promoted account
C) social networking exchange
D) promoted tweet

Question 70

Much of the content on a branded Facebook page:

A) is developed by the advertising agency
B) contains images and comments contributed by consumers but controlled by the advertiser
C) is a form of advertising or another kind of marketing communication message
D) mirrors the brand's website almost exactly

Question 71

The majority of Instagram users are:

A) men, aged 18-34 years
B) women, aged 35-50 years
C) men, aged 35-50 years
D) women, aged 18-34 years

Question 72

Blogs are a multifaceted brand communication tool, in that it provides all of the following opportunities EXCEPT:

A) a friendly public relations face to the general public.
B) paid media through ad placement within the blog.
C) user-generated content allowing for only positive feedback, as the blogger monitors and controls added content.
D) owned media akin to the brand's website.

Question 73

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

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

Question 74

Bloggers act similarly to journalists who feature product stories in traditional print media. This gives them:

A) source credibility with consumers.
B) the space to write as much as they wish about a particular subject or experience.
C) access to free products and passes to events.
D) the ability to charge whatever they wish for ad space within their blogs.

Question 75

Which of the following statements about Instagram are NOT true?

A) The creative potential of sequencing images for owned and earned media is strong with Instagram.
B) Instagram pushes ads through the newsfeed, with ads having the same look as the media content.
C) Most Instagram use is on desktops and laptops, as display ads don't work well on the small screens of smartphones.
D) Many of the targeting features found with Facebook are also available on Instagram since Facebook owns Instagram.

Question 76

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

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

Question 77

YouTube generates revenue through each of the following EXCEPT:

A) viewing fees.
B) in-video overlay ads.
C) rich media ads.
D) standard banner display ads.

Question 78

reflect(s) the writings of an individual, a community, a political organization, or a corporation.

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

Question 79

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

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

Question 80

The need for digital ad placement firms is supported by the fact that:

A) specialized vehicles like blogs and YouTube channels are selling their advertising space far too cheaply to be effective.
B) celebrities are charging exorbitant rates to add their voice to a brand's social media presence.
C) the blogosphere is very fragmented, which makes it difficult to determine where to place one's ads.
D) personal bloggers wield a great deal of influence over consumers when describing their brand experiences.