Question 1

When a game is designed around a particular product or service it is known as what type of game advertising?

Accepted Answer

A)  Around game environment
B)  In-game environment
C)  In-game immersive ad
D)  Advergames
E)  None of the above D

Question 2

The two common payment methods for online display advertising are CPM and _____.

Accepted Answer

A)  Cost per action (CP
A)  
B)  Cost per click (CP
C)  
C)  Cost per conversion (CP
C)  
D)  Cost per intent (CPI) 
E)  None of the above B

Question 3

A media placement tactic that promotes a brand's websites by increasing their visibility on search engine results pages (SERPs) is know as:

Accepted Answer

A)  Search engine optimization
B)  Search engine marketing
C)  SERP marketing
D)  Search engine placement
E)  None of the above B

Question 4

Geo-social networking sites are taking advantage of the _________ movement that focuses on local and social initiatives.

Accepted Answer

A)  ""So Lo""
B)  ""Lo So""
C)  ""Geo So Lo""
D)  ""Geo Lo""
E)  None of the above

Question 5

When you are using search-based or contextual advertising it is typically bought through what type of network?

Accepted Answer

A)  Vertical network
B)  Blind network
C)  Retargeted network
D)  Targeted network
E)  Horizontal network

Question 6

______________________ media is an interactive marketing system - it links the buyer and the seller directly and is the conduit for action.

Accepted Answer

A)  In-store media
B)  Alternative media
C)  Guerilla marketing
D)  Direct response
E)  None of the above

Question 7

When setting up your SEM advertising strategies, it is recommended to use a tool like ____________ to optimize your keyword selections for your brand.

Accepted Answer

A)  Google Maps
B)  Bing Maps
C)  Google Keyword Planner
D)  Google AdWords
E)  None of the above

Question 8

All of the following are advantages of outdoor advertising EXCEPT:

Accepted Answer

A)  Cost effective
B)  Reaches customers close to point of sale
C)  Short message
D)  Message available 24/7
E)  Repitition

Question 9

Social media represents a blending of traditional and digital media with a dose of _________ thrown in for good measure.

Accepted Answer

A)  Referrals
B)  Humor
C)  Word of mouth
D)  Recommendations
E)  None of the above

Question 10

In 2013, Americans spent more than _______ on games alone.

Accepted Answer

A)  $20 million
B)  $10 million
C)  $20 billion
D)  $40 billion
E)  None of the above

Question 11

Purchasing a 30-minute or longer block of time for a direct response ad is known as:

Accepted Answer

A)  Long-form units
B)  Short-form units
C)  Paid programming
D)  Network units
E)  None of the above

Question 12

The display funnel shown in lecture begins with awareness and ends with:

Accepted Answer

A)  Interest
B)  Intent
C)  Consideration
D)  Purchase
E)  Conversion

Question 13

""Take ones"" and interactive kiosks would be considered what type of direct response media:

Accepted Answer

A)  OOH
B)  Directory
C)  Broadcast
D)  Print
E)  Mail

Question 14

_____________ is characterized by delivering a message to a specific audience via a team either performing a service or distributing products at a specific venue.

Accepted Answer

A)  Wait marketing
B)  Ambient marketing
C)  Street marketing
D)  Public space marketing
E)  None of the above

Question 15

Most direct response segmentation is based on the RFM method which takes into account the reach, frequency, and __________ characteristics of current customers.

Accepted Answer

A)  Media
B)  Monetary
C)  Multimedia
D)  Mass media
E)  None of the above

Question 16

Integrating __________ strategies into your in-store marketing is now considered a must.

Accepted Answer

A)  Push
B)  Pull
C)  Sponsored
D)  Digital
E)  Omnichannel

Question 17

Most newspapers are daily papers that are published at least _____ days a week.

Accepted Answer

A)  3
B)  5
C)  4
D)  7
E)  6

Question 18

In-store media is no longer just in-store - the shopper is now _________ meaning they move seamlessly from in-store to online.

Accepted Answer

A)  Multichannel
B)  Omnichannel
C)  Digital
D)  Multimedia
E)  Omnimedia

Question 19

According to Cisco Systems, about ______ of brand choices are made in the store.

Accepted Answer

A)  0.5
B)  0.6
C)  0.75
D)  0.8
E)  0.9

Question 20

During produced radio spots there will often times be a period of silence in place for the announcer to ad commentary - this period of silence is known as:

Accepted Answer

A)  A pause
B)  A donut
C)  A break
D)  A ring
E)  None of the above

Exam 4: Media Choices and Strategies for Direct Response and Alternative Advertising