Deck 13: Digital Interactive Media

Question 1

Digital interactive media enables businesses to develop their relationship marketing strategies through the use of interactivity.

Answer 1

True
Explanation: By offering true interactivity,online media enable businesses and other organizations to develop and nurture relationships with their customers and other stakeholders on a global scale at very efficient cost.

Question 2

Most mainstream Web sites have incorporated social media elements into their sites to gain more stickiness.

Answer 2

True
Explanation: Most mainstream Web sites have incorporated social media elements into their sites to gain more stickiness,an industry term that refers to the ability of a site to keep visitors coming back.

Question 3

The simplest way to measure the Internet audience for an ad is the click rate.

Answer 3

False
Explanation: The most simple measurement,yet an area of great controversy,is the ad impression.

Question 4

The more people a portal attracts,the more it can charge for ads on popular pages.

Question 5

One of the primary differences between the Internet and traditional media is the cost of time and/or space.

Question 6

Web 2.0 encourages user sharing and collaboration.

Question 7

Consumer targeting on the Internet is very cost intensive.

Question 8

A banner ad is typically billed according to a click rate.

Question 9

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

Question 10

Currently,most people access the Internet only through a computer.

Question 11

The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.

Question 12

A Web portal is a site that attempts to provide a broad array of content and services.

Question 13

Traditionally,media content has been distributed through decentralized networks.

Question 14

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

Question 15

The development of Web browsers improved the ease of Web usage.

Question 16

A click occurs when a visitor moves the mouse's pointer to a Web link.

Question 17

In case of Internet advertising,cost per thousand,rating points,and share of audience are the same.

Question 18

The most common form of mobile advertising is banner advertising.

Question 19

In traditional media,the content consumers were also the content creators.

Question 20

Social media such as the Facebook replicate the real world along with its geographical barriers.

Question 21

What are the benefits of DVDs and Blue-ray technologies?

Question 22

What is the difference between a corporate Web site and a commerce Web site?

Question 23

Internet enables customers and stakeholders to respond to a company's media communications in real time,using the same channel for feedback that the company used for promotion.

Question 24

An interstitial is a catchall term for a variety of ads that play between pages on a Web site,popping up on the screen while the computer downloads a Web site that has been requested.

Question 25

As advertising tools,buttons take up less space than banners.

Question 26

Why do portals want to keep visitors for as long as possible?

Question 27

Traditionally,what kind of communication network provided consumers with their information?

Question 28

What are the disadvantages of Internet?

Question 29

Expand HTML.How is it useful?

Question 30

What are the main characteristics of sponsored links?

Question 31

Give one advantage and disadvantage of using ad networks for advertising.

Question 32

Why are Internet advertisers so interested in cookies?

Question 33

What are ad networks? Who do they benefit?

Question 34

One of the main disadvantages of the Internet is that it is too cluttered.

Question 35

What has resulted in the increased access of the Internet through various devices?

Question 36

What are computer protocols?

Question 37

Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

Question 38

The IAB originally defined an ad impression as "an opportunity to deliver an advertising element to a Web site visitor." What is the problem with this definition?

Question 39

What benefit does sponsored short message system (SMS)provide to marketers?

Question 40

What advantage does a distributed network offer that a centralized network does not? (Be sure to define both terms in your answer.)

Question 41

Who were 'keyword entrepreneurs'?

Question 42

Television stations,newspaper publishers and cable companies have traditionally used _____ networks.

A)grapevine
B)centralized
C)decentralized
D)protocol-based
E)distributed

Question 43

_____ is a distributed network of content providers and users,communicating through a protocol known as Hyper Text Markup Language (HTML).

A)Protocol
B)Portal
C)Search engine
D)Web
E)Broadband

Question 44

After having learned that the mother of Ty Cobb,a famous baseball player,killed Cobb's father,Robert wanted to know more about the incident.After using his cable-modem system,he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses using a(n):

A)interconnect.
B)search engine.
C)Internet browser.
D)addressable medium.
E)web directory.

Question 45

____,on the Internet,break down the geographical barriers and allows people to meet virtually to discuss and share their interests with each other.

A)Search engines
B)Ad networks
C)Interstitials
D)Social media
E)Web browsers

Question 46

Who are the creators of Google?

Question 47

After having learned that the mother of Ty Cobb,a famous baseball player,killed Cobb's father,Robert wanted to know more about the incident.After using his cable-modem system,he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses that were all conveniently listed on a:

A)home page.
B)content page.
C)search-results page.
D)browser link.
E)protocol-linked page.

Question 48

In a distributed network,

A)communication is continuous even if some connections stop working.
B)a single participant controls the content.
C)receivers are left with no information if the hub is knocked out.
D)media content is delivered through one hub.
E)media content is delivered through a single link.

Question 49

The _____ nature of the Internet has led to blurring of the line between content creators and content consumers.

A)flexible
B)interactive
C)cooperative
D)creative
E)social

Question 50

When is a 'click' said to have occurred?

Question 51

The Internet:

A)gathers information through cookies.
B)began in the early 1980s.
C)is a global network of computers that communicate with each other.
D)uses a centralized network to create its power.
E)is now the same as ARPAnet.

Question 52

Why is the clickthrough method of pricing Internet advertising unpopular amongst the publishers?

Question 53

Media content on the Internet can be delivered through ____,in which a hub,such as a TV station,a newspaper publisher,or a cable company,distributes content to many receivers.

A)an ad network
B)an interstitial
C)a distributed network
D)a centralized network
E)a horizontal network

Question 54

What is the simplest definition for viral marketing?

Question 55

_____ are common rules for linking and sharing information.

A)Networks
B)Clicks
C)Protocols
D)Web pages
E)Portals

Question 56

What does the acronym HTML represent?

A)Heavy transmission through multiple lines
B)Hyperbole,thought,memory and language
C)Hypertext markup language
D)Hypertext transmission marketing language
E)High Technical Multiple Language

Question 57

Viewing Web pages was made easy by the development of ____,software that interpreted HTML.

A)social media
B)Web browsers
C)search engines
D)portals
E)protocols

Question 58

_____ is,at present,the most popular search engine on the Web.

A)Hotmail
B)Yahoo
C)Google
D)Facebook
E)Twitter

Question 59

A(n)_____ is a site that attempts to provide a broad array of content and services that are so broad users will not feel the need to spend time at other ones.

A)protocol
B)browser
C)interconnect
D)portal
E)Web crawler

Question 60

There is a Web site called www.bookmooch.com where readers can trade books with one another.They can also chat with people who like the same genres they enjoy,provide book reviews and meet online with authors.This Web site is an example of a(n)

A)interactive protocol.
B)social media.
C)interactive portal.
D)communication crawler.
E)integrated grapevine.

Question 61

_____ is a method of delivering ads from one central source,or server,across multiple Web domains,allowing advertisers the ability to manage the rotation and distribution of their advertisements.

A)Broadbanding
B)Narrowbanding
C)Third party ad servers
D)Behavioral targeting
E)Rich media advertising

Question 62

A(n)_____ occurs when a visitor moves the mouse's pointer to a Web link and clicks on the mouse button to get to another page.

A)forward-buy
B)visit
C)pop-up
D)click
E)interstitial

Question 63

The form of mobile advertising that represents the largest inventory is:

A)ad impressions.
B)rich media advertising.
C)banner ads.
D)interstitials.
E)sponsored short message system (SMS).

Question 64

The most common form of mobile advertising is:

A)social networking.
B)interactive advertising.
C)rich media advertising.
D)button ads.
E)banner advertising.

Question 65

The _____ is the number of clicks on an ad divided by the number of ad impressions.

A)pagerank
B)click through rate
C)interstitial
D)cost per thousand (CPM)
E)ad conversation rate

Question 66

A(n)_____ is a facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations.

A)button
B)banner
C)interstitial
D)composition
E)cookie

Question 67

One form of mobile advertising is sponsored SMS.SMS stands for:

A)Strict Message Style.
B)Short Message System.
C)Short Mail System.
D)Stylized Message System.
E)Small Mobile Stickers.

Question 68

____,as defined by IAB is an opportunity to deliver an advertising element to a Web site visitor.

A)Cookies
B)Ad impression
C)Interstitial
D)Affiliate marketing program
E)Ad network

Question 69

According to advertisers,_____ is the only real portable and personally identifiable medium.

A)direct mail
B)Internet
C)interactive television
D)phone
E)digital video recorders

Question 70

Cookies are:

A)another name for Internet advertising buttons.
B)small pieces of information that are stored in your Web browser when you load certain Web sites.
C)animated ads that pop up on the screen while the computer downloads a Web site the user has requested.
D)the small ads at the corners of the screen that link users and Web site sponsors.
E)a static form of interstitial advertising.

Question 71

_____ are sites that allow people to type a word or phrase into a text box and then quickly find information.

A)Portals
B)Social media
C)Search engines
D)Browsers
E)Broadband

Question 72

What are two simple ways to measure the Internet audience for your advertising banner?

A)Reach and frequency
B)Ad impressions and click rate
C)Cookies and CPM
D)Response rate and viewing time
E)Viewing frequency and viewing time

Question 73

Assume the manufacturer of Benadryl anti-itching cream,advertises on the Internet.To target its advertising,the manufacturer decided to have its banner ads appear when the user typed in "itch","scratching","hives" or "mosquitoes" in the search engine.The advertiser would have made a:

A)request for ad responses.
B)click-through request.
C)keyword purchase.
D)word-search responsive device.
E)base banner purchase.

Question 74

_____ is an industry term that refers to the ability of a site to keep visitors coming back.

A)Network
B)Search engine
C)Stickiness
D)Broadband
E)Interactivity

Question 75

A(n)_____ is prepared to help the advertiser gauge the effect of an ad.

A)button
B)banner
C)interstitial
D)composition
E)cookie

Question 76

Digital Video Recorders (DVRs)are also known as:

A)personal video recorders.
B)social networks.
C)interactive television.
D)broadband.
E)Web blogs.

Question 77

_____ is a personal audience venue where people can personally guide TV programming through a remote control box while watching TV.

A)Social media
B)Ad network
C)Interactive TV
D)Zipping
E)Zapping

Question 78

_____ is defined as "any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the Web site."

A)Portal
B)Search engine
C)Protocol
D)Social media
E)Broadband

Question 79

Mobile banner advertising is also known as:

A)button ad.
B)interstitial.
C)wireless access protocol.
D)portal.
E)pop-up.

Question 80

Ted's cookery blog contained a banner ad for 'Kenstar microwave'.Every time a microwave was purchased at the 'Kenstar' website,Ted would receive a commission for showing the banner.Which of the following methods of pricing Internet advertising is employed here?

A)Keyword purchase
B)Click-through
C)Cost per thousand
D)Affiliate marketing program
E)Ad impression method