Deck 7: Planning for Online and Interactive Communications

Question 1

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

Answer 1

False

Question 2

More is spent on advertising on the Internet in Canada than any other medium.

Answer 2

True

Question 3

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

Answer 3

True

Question 4

Google offers a service called AdWords which is their form of perceive search advertising (or pay-per-click advertising).

Question 5

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

Question 6

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

Question 7

QR codes have allowed consumers to establish passwords on social media sites.

Question 8

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

Question 9

Integrating a brand into games helps achieve brand awareness.

Question 10

If Toyota wanted to track the browsing patterns of visitors to their website, they could utilize a cookie.

Question 11

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

Question 12

Recent studies show that lower-income Canadians are amongst the highest users of the internet.

Question 13

The shoe manufacturer Vans allows consumers to design their own shoe online with interactive software. This is an example of mass customization.

Question 14

Marketers interested in reaching the youth market are looking at text messaging seriously.

Question 15

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

Question 16

When a company or a brand commits to advertise for an extended period on a third-party website, it is known as online sponsorship.

Question 17

One of the key advantages of email advertising is that "bad news travels fast."

Question 18

An expandable banner is a form of rich media.

Question 19

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

Question 20

With permission-based email, the email includes a short message from a sponsor along with a link to the sponsor's website.

Question 21

List and describe four standard banner sizes established by the Interactive Advertising Bureau.

Question 22

Define online and interactive communications.

Question 23

What is text messaging and why is it so popular?

Question 24

Describe advergaming. Illustrate examples of its different forms.

Question 25

What is one of the most promising applications in online marketing?

Question 26

What are the key benefits of social media marketing? Illustrate by using a brand.

Question 27

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

Question 28

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

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 29

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

Question 30

According to the latest Canadian statistics, the percentage of Canadians that have Internet access at home is

A) 66%.
B) 50%.
C) 43%.
D) 86%.
E) 88%.

Question 31

What are the advantages and disadvantages of online marketing communications?

Question 32

What is stickiness?

Question 33

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

Question 34

What is clickthrough rate?

Question 35

Molson Canadian is a heavy advertiser on TSN.ca because the ___________ of the website match that of their consumer.

A) demographics
B) usage patterns
C) gender bias
D) age
E) geographics

Question 36

What is mass customization? Give an example of mass customization.

Question 37

What is Internet penetration and how does it affect marketing interactive communication?

Question 38

What are the benefits to a marketer of a QR code?

Question 39

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

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

Question 40

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

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 41

Which of the following is a role performed by online advertising?

A) improving customer service
B) providing a means to make a purchase
C) building brand image
D) creating brand awareness
E) All of the above are roles performed by online advertising.

Question 42

Online advertising can only be communicated through

A) video games.
B) websites.
C) tablets.
D) cell phones.
E) All of the above can support online advertising.

Question 43

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

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

Question 44

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)

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

Question 45

__________ 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,

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

Question 46

If a company wanted to see if an online ad of theirs was engaging, they could check the percentage of ad views that resulted in a click. This is referred to as

A) interstitial.
B) a clickthrough rate.
C) visitors.
D) impressions.
E) cookies.

Question 47

If a company wanted to track a user's browsing patterns they would use an electronic identification tag sent from a web server to a user's browser. This means the company is utilizing

A) a biscuit.
B) a cookie.
C) spyware.
D) a portal.
E) an interstitial.

Question 48

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

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

Question 49

Websites such as Yahoo! feature news, search capabilities and links to other services. Yahoo! is an example of a(n)

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

Question 50

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

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

Question 51

This banner format is oblong and vertical in shape.

A) interstitial
B) superstitial
C) rectangle
D) button
E) skyscraper

Question 52

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

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

Question 53

__________ is a means of delivering online ads based on a consumer's previous surfing patterns.

A) Behavioural targeting
B) Mass customization
C) Target marketing
D) Online advertising
E) A cookie

Question 54

The number of times users click on an ad banner is referred to as

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

Question 55

Which of the following is NOT one of the standard online ad sizes established by the Interactive Advertising Bureau?

A) skyscraper
B) rectangle
C) super banner
D) button
E) big box

Question 56

This measure indicates the success of an advertiser in attracting visitors to click on its ad.

A) hits
B) interstitial
C) visitors
D) impressions
E) clickthrough rate

Question 57

An ad request that was successfully sent to a visitor is known as an impression or a(n)

A) hit.
B) clickthrough.
C) visit.
D) click.
E) ad view.

Question 58

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

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

Question 59

During 2 million ad views, there are 100 000 clicks. The clickthrough rate is

A) 5%.
B) 50%.
C) 0.05%.
D) 5.5%.
E) 0.5%.

Question 60

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

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

Question 61

Streaming media refers to

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 62

The sweet spot for mobile users is the ____________ category.

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 63

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

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

Question 64

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

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 65

One of the latest tools used by marketers to reach the youth market is

A) viral marketing.
B) text messaging.
C) email marketing
D) online advertising.
E) interstitial advertising.

Question 66

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

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

Question 67

Marketers can create their own page on Facebook that users choose to join. What is the most important reason for doing this?

A) to show consumer frustration
B) likes
C) contests
D) offering incentives
E) engaging consumers

Question 68

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

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

Question 69

If Sprite commits to advertise for an extended period on the official NBA website this would be known as a

A) skyscraper.
B) permission based e-mail.
C) superstitial.
D) sponsorship.
E) banner ad.

Question 70

If an advertiser wanted to investigate some outside-the-banner options, they would look at a

A) wallpaper ad.
B) floating ad.
C) window ad.
D) Both B and C are correct.
E) A, B and C are correct.

Question 71

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

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

Question 72

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

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

Question 73

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

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

Question 74

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

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

Question 75

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

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

Question 76

Banner ads that include animation, sound, video, and interactivity are called

A) rich media.
B) rectangles.
C) animation.
D) buttons.
E) interstitials.

Question 77

A&W sent a text message with a coupon to a consumer who was just up the street from one of its locations inviting them to lunch. This is an example of

A) permission-based email.
B) sponsored email.
C) microsite usage.
D) location-based targeting.
E) video messaging.

Question 78

When Kraft Canada pays for the annual Kraft Celebration Tour on TSN.ca, it is an example of

A) testimonial.
B) banner ads.
C) superstitials.
D) endorsement.
E) sponsorship.

Question 79

Many networks offer popular shows online to allow consumers to see them after airing. In order to best take advantage of streaming during the programs, a company may want to

A) offer brand awareness ads.
B) insert pop-ups.
C) use TV-style ads.
D) offer brand engagement ads.
E) edit existing commercial to fit online.

Question 80

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

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