MKT 313 - Chapter 14

In the context of photo-sharing websites, which of the following is more likely to attract the attention of a viewer? a. A photo that looks natural and authentic b. A photo that has been digitally enhanced c. A photo that was captured using professional equipment d. A photo that was captured by a professional photographer

a. A photo that looks natural and authentic

An organization needs to reach out to a specific target audience, and has decided that it wants to use social media advertising to do so. It wants to buy specific keywords to accurately target the audience who would want to see these ads. The aim is to get a high effective exposure rate and engagement rate without invading consumer privacy. Which of the following advertising revenue models would best suit the organizations's needs? a. Bidding for ad words b. Pay-per-click c. I-Traffic Index d. Pop-under ads

a. Bidding for ad words

How can an advertiser best leverage the power of E-search in advertising? a. By making an ad that motivates consumers to use the Internet to obtain more information on a brand. b. By completely moving from traditional to digital advertising. c. By making social media app ads that tend to generate consumer loyalty toward a brand. d. By calculating the ITraffic Index that computes a site's advertising value

a. By making an ad that motivates consumers to use the Internet to obtain more information on a brand.

Which of the following is fundamental to achieve a high exposure rate, and to drive interaction and engagement for advertisements through social media? a. Having a large network and a scalable fan base for the brand page b. Placing ads on websites that attract visitors from different market segments c. Promoting sponsored stories on social networking sites d. Setting up pay-per-click ads on social networking websites

a. Having a large network and a scalable fan base for the brand page

Which of the following is true of Web 2.0? a. It depends on mass collaboration as individuals simultaneously create value for themselves and others. b. It involves one-way messaging and online information retrieval. c. It cannot be used for addressing consumers during crisis management. d. It ignores consumer privacy and people feel unsafe in sharing information on the Internet.

a. It depends on mass collaboration as individuals simultaneously create value for themselves and others.

____ enable users to post and read short messages, and the posters are restricted by the number of characters in the message. a. Micro-blogs b. Add-ons c. Metafiles d. Widgets

a. Micro-blogs

Which of the following is considered ethically negative in the context of advergames? a. Targeting children with advertising content b. Targeting adolescents who are academically poor c. Prompting a change in consumer behavior d. Creating awareness about social issues

a. Targeting children with advertising content

____ is how a consumer or brand uses images and text online to construct or showcase its identity. a. Virtual identity b. Social couponing c. Personal identity d. Blogging

a. Virtual identity

It is important to know if a company respects consumer privacy before opting to receive communication from it because: a. an individual can be identified through a minimal compilation of anonymous information. b. a consumer must be aware of a company's ethical standards to provide appropriate feedback. c. the company may circulate an individual's email address and invade his or her privacy. d. if a company lacks ethical standards, its products are more likely to be of substandard quality.

a. an individual can be identified through a minimal compilation of anonymous information.

An Internet user wants to move from one website to a related one. She requests for the new page by clicking on a link, but an ad message flashes in front of her while she waits for the website to load. This is known as a(n) a. interstitial ad b. display/banner ad c. post ad d. widget

a. interstitial ad

An advertiser for a weight-loss product decides to use paid search. This entails: a. paying websites and portals to place ads in or near relevant search results based on keywords. b. offering the same content material that a consumer would normally pay for using traditional media. c. paying consumers a small amount to have them click on the particular websites. d. promoting the product at the portal or other entry places to the Web.

a. paying websites and portals to place ads in or near relevant search results based on keywords.

As a brand manager, one must track what is being said by consumers, interpret consumer-generated information, and respond to social media posts and comments. This entails: a. spending time on social networking sites. b. hosting regular feedback sessions. c. developing brand image. d. expertise in branding and excellent socialization skills.

a. spending time on social networking sites.

Which of the following is an advantage of the pay-per-click model? a. It is less vulnerable to click fraud. b. Advertisers have to pay only for a pulled exposure. c. People who click on the ad usually buy the product which is more profitable. d. It is the least expensive Internet advertising model.

b. Advertisers have to pay only for a pulled exposure.

____ are consumer-generated images that an online user portrays, which may or may not accurately coincide with the consumers' "real identity." a. Click-throughs b. Avatars c. Big data d. Interstitial's

b. Avatars

Which of the following is a predominant concern relating to social media? a. Management of various portals b. Consumer privacy c. Cost-effectiveness d. Restrictions to freedom of speech

b. Consumer privacy

A recent graduate decides to pursue his passion in writing. His strengths are that he is very good with digital and interactive media, prefers writing in a journal format, and has a unique and informal style of writing. Which of the following avenues would best suit his abilities? a. Writing a newspaper column b. Creating a website c. Writing a blog d. Developing a corporate home page

b. Creating a website

In the context of video games, which of the following is true of advergames? a. There are two levels of brand promotion within an advergame. b. The advergame content centers around a brand. c. It is the concept of showing ads at the end of a video game. d. Repeated display of advergames has a positive effect on players' attitudes toward a brand

b. The advergame content centers around a brand.

Which of the following is true of paid media? a. It leverages a call to action to like brands on social media sites. b. They are advertisements that can be purchased on a social network or other digital platforms. c. It is the incremental exposure that a brand earns through viral engagement and interactions with the brand. d. They are brand assets or objects created within social networks by an organization

b. They are advertisements that can be purchased on a social network or other digital platforms.

The lowest level at which advergaming brand integration can occur is known as a(n) level. a. collaborative b. associative c. illustrative d. demonstrative

b. associative

To be most effective, brands should leverage social media as a digital advertising opportunity that can target by_____. a. demographics b. consumer lifestyle c. geographic locations d. consumer age

b. consumer lifestyle

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page. Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to: a. link the banner with the home page. b. target specific market niches. c. offer high-volume traffic rather than low-volume traffic for the same price. d. boost web visits and gain more likes.

b. target specific market niches.

One of the advantages of using social news sites is that: a. they provide advertising opportunities to World Wide Web advertisers. b. they are wonderful for raising reach and spreading the word quickly. c. they cannot be used by competitors to create negative publicity about an organization. d. they are not vulnerable to hackers.

b. they are wonderful for raising reach and spreading the word quickly.

____ refers to a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways. a. RDBMS b. Ordinal data c. Big data d. Metadata

c. Big data

In which of the following ways can consumers block websites that track them? a. By changing their social network login passwords regularly b. By making use of cookies when they visit websites c. By using software sites that utilize big data d. By having just one social networking account per person

c. By using software sites that utilize big data

In the context of social media advertising, which of the following is a reason for online resistance? a. The absolute cost for ads placed in traditional media tends to be lower than those placed on the Web. b. Social media provide a seamless interface with television. c. Consumers have a perception that marketers and advertisers are stomping on their sacred territory. d. Consumers are cautious because the Internet leaves a trail of digital footprint.

c. Consumers have a perception that marketers and advertisers are stomping on their sacred territory.

is the trail of social media and online information on a person, organization, or brand. a. Virtual identity b. I-Traffic Index c. Digital footprint d. Web 2.0

c. Digital footprint

Which of the following best defines social media? a. It involves writing articles related to business and publishing them online on syndicated article sites. b. It consists of developing a website or placing banner advertisements on other web sites. c. It is a group of Internet-based applications that allows for the creation and exchange of user-generated content. d. It is a system of Internet servers that support specially formatted documents

c. It is a group of Internet-based applications that allows for the creation and exchange of user-generated content.

____ is an advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information. a. Bounce rate b. Click-through c. Pay-per-click d. Paid search

c. Pay-per-click

____ allow people to discover and share content from anywhere on the Internet by submitting links and stories to a central service. a. Article marketing websites b. Archive sites c. Social news websites d. Government sites

c. Social news websites

Tina is playing Candy Crush on Facebook. All of a sudden, she gets a message saying that if she watches an ad, she can earn an extra life. This is an example of a(n) . a. pop-up ad b. sponsored story c. app ad d. post ad

c. app ad

On a cost-per-thousand (CPM) basis, the process of running Web ads: a. is virtually nonexistent because there is no charge for most ads. b. is much less expensive than ads placed in traditional media. c. compares favorably with ads placed in traditional media. d. becomes a great deal more expensive than ads placed in traditional media

c. compares favorably with ads placed in traditional media.

The goal of tracking online consumer behavior is essentially to: a. catch people's attention and entice them to visit the marketer's home page. b. compute a site's advertising value based on traffic, ad rates, and evaluations of the site's quality. c. help bring more relevant and useful ads that are specific to consumers' wants and needs. d. finetune a Web user's search to more relevant and specific websites.

c. help bring more relevant and useful ads that are specific to consumers' wants and needs.

A(n) ad is an ad that opens in a separate window while a page is loading. a. post b. interstitial c. pop-up d. app

c. pop-up

____ is a metric that measures the percentage of people who come from or go to another site after clicking on one site. a. Visibility b. A social media engagement c. Site stickiness d. A Bounce rate

d. A Bounce rate

Which of the following is an example of site stickiness? a. The official Facebook page of Peyton Inc. is under maintenance. b. A consumer visits his Facebook profile every evening after reading his emails. c. Fifty percent of the visitors to Peyton Inc's website move onto another site within 10 minutes of visiting the site. d. A consumer visits the Peyton Inc. website several times a day, and spends hours checking the new collection.

d. A consumer visits the Peyton Inc. website several times a day, and spends hours checking the new collection.

Which of the following is true of traditional media and digital media? a. Digital media can never have the reach or impact that traditional media has. b. Traditional media is a dying medium and social media will soon replace it. c. Both need to create their own niche and function independently of one-another. d. Both should be seamlessly integrated for maximum impact.

d. Both should be seamlessly integrated for maximum impact.

____ media is the incremental exposure that a brand earns through viral engagement and interactions with the brand a. Paid b. Owned c. Hyper d. Earned

d. Earned

Which of the following is true of a blog? a. It contains text, but not graphics and videos. b. It allows users to tag other users in their networks. c. It focuses on helping users find and add friends and contacts. d. It is a site written and maintained by individuals.

d. It is a site written and maintained by individuals

An Internet user goes to a large portal, and types in a few key words. He receives a list of websites that might be of interest. Most often, the higher a site appears on the list, the more likely the user will visit that website. Therefore, advertisers want their websites to appear first. Which of the following concepts is described in this scenario? a. Click fraud b. Ultrabroadband c. Viral marketing d. Search engine optimization

d. Search engine optimization

Cranola Inc. has newly set up a website where customers can obtain information as well as buy its products. It notices that people who visit its website are instantly interested in the products, and 85% of the visitors end up making purchases. However, it also notices that the number of visitors are very low as they don't find it on their searches very often. Which of the following should Crayola include in its IBP campaign to increase its website's visibility and traffic? a. Pop-under ads b. Interstitial ads c. Buzz marketing d. Search engine optimization

d. Search engine optimization

The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process. This is due to the: a. new and important opportunities for Web advertisers with respect to interactivity. b. frequency with which consumers check social media. c. sheer volume and popularity of going online in general. d. flexibility and deliverability of Web advertising.

d. flexibility and deliverability of Web advertising.

The core of social media is: a. consumer privacy and confidentiality. b. the convenience it provides to direct marketing. c. the security of individual and brand identity. d. individual empowerment and democratization of knowledge.

d. individual empowerment and democratization of knowledge.

One big advantage for advertisers using the Internet as their medium is that: a. it is much more secure than traditional forms of media. b. consumers consider commercial messages via Internet to be more reliable. c. the format is unique and uncluttered because few commercial organizations use it. d. it is a precise way to target particular markets and narrow segments.

d. it is a precise way to target particular markets and narrow segments.

A is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser. a. digital footprint b. post ad c. cookie d. privacy seal

d. privacy seal