Deck 8: From Print and Broadcast to Social Media and Mobile Advertising

Question 1

Which of the following is NOT one of the most widely used platforms to transmit social messages?

A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games and apps
E) mobile phones

Answer 1

A

Question 2

If Walmart pays Facebook when a Facebook user clicks on Walmart's ad, Walmart is utilizing ________.

A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media

Answer 2

A

Question 3

________ is a technique that allows advertisers to reach the right user, in the right place, at the right time and assign an individual value to a particular ad impression.

A) Real-time bidding
B) Dynamic targeting
C) Segment-based targeting
D) Data aggregation
E) Retargeting

Answer 3

A

Question 4

________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.

A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media

Question 5

Results to a consumer's search query that appear even though an advertiser is not paying Google for them are called ________ search results.

A) sponsored
B) nuclear
C) fundamental
D) organic
E) subsidized

Question 6

In ________, advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the consumers the advertisers target.

A) segment auctions
B) impression-based targeting
C) segment-based targeting
D) data aggregation
E) retargeting

Question 7

If a consumer looks up a pair of Cole Haan shoes on Rue La La's website, and then an ad promoting Cole Haan's sale follows her and shows up when she is reading her newsfeed on Facebook, the marketer is engaged in ________.

A) segment auctions
B) cyberstalking
C) segment-based targeting
D) data warehousing
E) retargeting

Question 8

Which of the following is NOT one of the four kinds of information that is typically requested from social media users?

A) basic permissions
B) user permissions
C) friends permissions
D) sensitive information requests
E) prominent permissions

Question 9

________ is sending promotional messages to consumers' cell phones, iPads, electronic readers, and other devices that people carry while on the go.

A) Social media advertising
B) Word-of-mouth advertising
C) Outdoor advertising
D) Mobile advertising
E) Guerrilla advertising

Question 10

What company is the largest provider of data and targeting tools that advertisers need for impression-based targeting, as well as the major supplier of real-time bidding to advertisers seeking impressions among consumers who fit certain criteria?

A) Akamai
B) Yahoo
C) Acxiom
D) ChoicePoint
E) Google

Question 11

In ________, advertisers specify the criteria of the persons they wish to reach online and then bid in real time for the opportunities to reach such people.

A) segment auctions
B) impression-based targeting
C) segment-based targeting
D) data aggregation
E) retargeting

Question 12

Which of the following is a characteristic of effective social media campaigns?

A) Social media campaigns should be completely independent of advertising in social media.
B) Social media campaigns should be handled as if they only reach one audience.
C) Data mining in social media does not have any benefits.
D) Bosses who Tweet personally strengthen the connections between their brands and customers.
E) Employees should be allowed to Tweet freely, without any guidelines, on behalf of the company.

Question 13

________ includes means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.

A) Social media
B) Traditional media
C) Retargeting
D) Mass media
E) Application media

Question 14

Which of the following is NOT one of the advantages of impression-based targeting?

A) less waste coverage
B) the ability for consumers to interact with advertisements
C) the ability to gain immediate feedback
D) the ability to reach diverse mass audiences who are not part of the target audience
E) the ability to eliminate ad skipping and time shifting

Question 15

Which of the following is NOT one of the elements of social media?

A) Profiles let consumers tell others about themselves.
B) Friends are trusted members of the social network.
C) Groups within social networks help users find people with similar interests.
D) Social networks create interactions among group members via discussion boards and content sharing.
E) All of the above are elements of social media.

Question 16

________ consist of channels where consumers pass along messages about brand to one another.

A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media

Question 17

Which company used to allow agents to run their own Facebook pages freely, but now employs a mechanism that monitors what agents say on their Facebook pages for compliance?

A) Farmers
B) Dr. Pepper
C) State Farm
D) Dell
E) McDonald's

Question 18

Google's most prominent use is ________.

A) its search engine
B) its web-search ads
C) its online display ads
D) its mobile ads
E) its video ads

Question 19

________ are chunks of software - installed on one's computer, tablet or smartphone - that are gateways to games, online resources, and social networking.

A) Cookies
B) UPC codes
C) Apps
D) Viruses
E) Blogs

Question 20

________ consist of messages sent via channels that are not owned by the marketers, who pay for using the channels.

A) Paid social media
B) Owned social media
C) Earned social media
D) Covert social media
E) Exclusive social media

Question 21

________ is the measure of number of visitors to the website that have accessed the website's content.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 22

Where are mobile advertisers spending most of their money?

A) banner ads
B) pop-up ads
C) search ads
D) sponsorships
E) games

Question 23

Promotions placed on social media employ ________, which are digital tracking devices that enable senders to monitor the receivers' responses precisely and immediately.

A) electronic bread crumbs
B) demographic tags
C) electronic cookies
D) QR codes
E) UPC codes

Question 24

Research indicates that companies with low credibility and poor reputations should create ________ mobile ads.

A) humorous
B) entertaining
C) novel
D) serious
E) complex

Question 25

Mobile advertising accounts for ________ percent of the total advertising spending in the United States and worldwide.

A) one
B) two
C) three
D) four
E) five

Question 26

Which is the correct order of the steps to design effective social media campaigns?

A) produce campaign content; define campaign objectives & strategic approaches; examine platforms and determine which ones to use; examine pricing models and set expenditures needed to achieve objectives; measure campaign effectiveness
B) define campaign objectives & strategic approaches; examine platforms and determine which ones to use; produce campaign content; examine pricing models and set expenditures needed to achieve objectives; measure campaign effectiveness
C) define campaign objectives & strategic approaches; examine platforms and determine which ones to use; examine pricing models and set expenditures needed to achieve objectives; produce campaign content; measure campaign effectiveness
D) define campaign objectives & strategic approaches; examine pricing models and set expenditures needed to achieve objectives; produce campaign content; examine platforms and determine which ones to use; measure campaign effectiveness
E) examine pricing models and set expenditures needed to achieve objectives; define campaign objectives & strategic approaches; produce campaign content; examine platforms and determine which ones to use; measure campaign effectiveness

Question 27

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 28

Effective social media advertising is the result of ________.

A) systematic planning
B) total freedom
C) defined character
D) quirky novelty
E) customer dogmatism

Question 29

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices save time and money and make life easier and more efficient.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 30

________ is the measure of the total cost of placing the application or ad divided by the number of unique visitors.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 31

Smobile (in "Smobile Web")stands for ________.

A) solar + mobile
B) sustainable + mobile
C) smooth + mobile
D) social + mobile
E) self + mobile

Question 32

How much did the United States spend on mobile advertising in 2012?

A) $1.3 billion
B) $1.7 billion
C) $2.3 billion
D) $4.3 billion
E) $6.43 billion

Question 33

Which of the following is a limitation of mobile advertising for marketers?

A) Consumers are reluctant to receive mobile ads.
B) Mobile ads help consumers find useful information like referrals.
C) Ads can take the entire mobile screen; mobile screens are getting larger.
D) Mobile marketers are experimenting with inserting ads in places consumers do not expect to see any.
E) Banner ads are inexpensive.

Question 34

What is the primary reason for growth of mobile advertising?

A) It is novel so marketers are testing it.
B) More and more people are using smartphones and other mobile Internet devices.
C) Marketers cannot differentiate between mobile advertising and advertising on social media networks.
D) Marketing budgets have dramatically increased, so there is extra money to experiment in mobile outlets.
E) Consumers think all mobile advertising is credible, regardless of its source.

Question 35

Before the recent report that indicates U.S. companies have spent more on mobile advertising than any other country, which country was the leader in mobile advertising?

A) Germany
B) Switzerland
C) India
D) Japan
E) China

Question 36

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices help consumers feel accepted by others and may impress others.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 37

The ability for smartphones to communicate with each other wirelessly without Wi-Fi is called ________.

A) narrowcasting
B) near field communications
C) zapping
D) stationary communications
E) Google Goggles

Question 38

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

A) Monetary
B) Hedonic
C) Convenience
D) Emotional
E) Social

Question 39

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.

A) Instagram
B) vine voyeurism
C) culinary voyeurism
D) GPS video
E) foodie video

Question 40

Which capability is identified as the outstanding capability of mobile advertising?

A) screen size
B) use of geographic locations to deliver contextually relevant offers
C) improved use of referrals
D) improved use of cookies
E) ad creativity

Question 41

Which of the following is one of the measures of one's degree of influence on Twitter?

A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above

Question 42

________ include the number of unique visitors participating, the number of links related to the conversation that participants reach during the conversation, the duration between the first and last posts during the conversation, and the average time between posts.

A) Unique visitors
B) Interaction rates
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics

Question 43

Which of the following is a perceived weakness of the audience measures used by Nielsen?

A) Advertisers believe minorities are not adequately represented in Nielsen's panel.
B) It is the largest syndicated company offering measures related to media exposure and consumption.
C) It does not provide any indication of how many consumers received the message.
D) It does not profile consumers.
E) It does not have panels consisting of groups of consumers who provide continuous data.

Question 44

Lonnie is responsible for online customer acquisition at a direct marketing firm. His objective is to drive low-cost, high quality traffic to the company's website. Which metric would be the best indicator of how efficiently he spent his online advertising budget?

A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views

Question 45

The process of turning visitors into users/shoppers is also known as ________.

A) conversion
B) repetition
C) exchange
D) adaptation
E) transformation

Question 46

Which media type provides access to large audiences; offers the ability to design and publish ads quickly; has considerable clutter; and offers messages with short lives?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television

Question 47

When measuring the demographics of a site's visitors, marketers are likely to be concerned with ________.

A) examining how the target audience navigates around the site
B) examining which demographic profiles have the most engagement
C) evaluating whether content is a good match with users and whether it converts many into buyers
D) determining how to improve the sell rate and reduce the cost per impression
E) all of the above

Question 48

The type of Twitter user that has many followers but follows very few, if any, users, is known as a ________.

A) Spammer
B) Conversationalist
C) Celebrity
D) Lurker
E) Squatter

Question 49

Which media type reaches geographic, demographic and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television

Question 50

The largest syndicated research company that assesses how many consumers received a message and constructs a profile of those who received it is ________.

A) ComScore
B) MRI
C) Arbitron
D) Nielsen
E) Google

Question 51

________ measure how many consumers were exposed to the message and its characteristics.

A) Message receipt measures
B) Media exposure effects
C) Customer profile measures
D) Data aggregation measures
E) Nielsen net effects

Question 52

Which of the following is NOT a type of data available on Google Analytics?

A) tracking which search engines and ads referred visitors to the site
B) tracking what visitors do after they arrive at the site
C) tracking whether visitors register on the site
D) tracking whether visitors viewed a competitor's ad
E) tracking visitors' geographic location

Question 53

________ enables senders to separate consumers with similar characteristics and response styles into different groups so they can create specific messages for each target group and to run the messages in specific media that are seen, heard, or read by the relevant target group.

A) Perception
B) A universal appeal
C) Mass marketing
D) Exposure
E) Segmentation

Question 54

________ is the measure of average number of times a user returns to the site in a specific period.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 55

________, which are small devices that monitor codes embedded into audio streams of media that consumers receive which are equipped with GPS, that consumers clip onto their belts and wear all day, were developed by ________.

A) PPMs; Nielsen
B) PPMs; Arbitron
C) PPMs; ComScore
D) GPSs; Nielsen
E) GPSs; Arbitron

Question 56

________ is the measure of the proportion of viewers who interact with an ad or application.

A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics

Question 57

The type of Twitter user that follows about the same number of users as follow them is known as a ________,

A) Spammer
B) Conversationalist
C) Celebrity
D) Lurker
E) Squatter

Question 58

________ is the measure of the amount of time from the start of the visit until the end of the last activity on the page.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 59

________ is the measure of the number of pages that users have clicked through.

A) Unique visitors
B) Cost per unique visitor
C) Return visits
D) Time spent
E) Page views

Question 60

________ during a visit include entering contests, responding to polls' questions, redeeming coupons, playing games, posting comments, sending messages, inviting friends and downloading or uploading materials and applications.

A) Unique visitors
B) Interaction rate
C) Actions taken
D) Conversation-related measures
E) Visitors' demographics

Question 61

Data aggregators construct consumer profiles based on cookies documenting peoples' online surfing and identify prospective customers for specific products.

Question 62

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

A) the Twitter's number of followers
B) the number of people following the followers
C) the frequency of updating tweets
D) the extent to which one's tweets are reference or cited
E) all of the above

Question 63

When Chandler, one of the characters on the television show Friends, drank YooHoo chocolate flavored beverage, it was an example of ________.

A) interactive television(iTV)
B) out of home media
C) webisodes
D) product placement
E) advergames

Question 64

Which media type offers two-way communications between subscribers and providers of cable or satellite TV; enables marketers to send addressable ads and deploy interactivity between the sender and receiver; and enables marketers to measure the persuasive impact of their messages quickly and effectively?

A) network television
B) magazines
C) radio
D) newspapers
E) interactive television(iTV)

Question 65

Impression-based targeting occurs when advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the target audience.

Question 66

Ford developed a series of ________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.

A) interactive television(iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames

Question 67

When a company that produces cookies heats bus shelters in Chicago and makes them smell like fresh-baked cookies, they are engaged in ________.

A) interactive television(iTV)
B) out of home media
C) ambient advertising
D) branded entertainment
E) advergames

Question 68

Which media type provides access to large, heterogeneous audiences; is expensive; and suffers from consumers' time shifting?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television

Question 69

Receivers' interest in segment-based targeted ads can be determined immediately by observing the elements they click on within the ads, how long they stay at the website, and how often they return.

Question 70

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.

A) unique visitors
B) cost per unique visitor
C) return visits
D) time spent
E) page views

Question 71

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media

Question 72

One of the benefits of impression-based ads is receivers can view and rotate images, click on links for detailed information about the products, and compare brands.

Question 73

Which media type provides high geographic and demographic audience selectivity, short lead-time for producing and placing ads, and online access to most broadcasts?

A) television
B) magazines
C) radio
D) newspapers
E) interactive television(iTV)

Question 74

Binge viewers are people who record an entire season of a TV series and then watch all the episodes consecutively and without commercials.

Question 75

Companies from which country spend the most annually on branded entertainment?

A) Great Britain
B) United States
C) Japan
D) Korea
E) Germany

Question 76

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

A) interactive television(iTV)
B) out of home media
C) webisodes
D) branded entertainment
E) advergames

Question 77

Feedback from ads placed in traditional media is usually delayed and often of limited use.

Question 78

________ feature(s)brands embedded in video games that are played at home, in arcades, or online.

A) Interactive television(iTV)
B) Out of home media
C) Webisodes
D) Branded entertainment
E) Advergames

Question 79

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.

A) intranet wikis
B) branded blogs and micro-blogs
C) social networks
D) widgets, games and apps
E) mobile phones

Question 80

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.

A) paid social media
B) owned social media
C) earned social media
D) covert social media
E) exclusive social media