quiz 7
All of the following statements about CAN-SPAM are true except:
CAN-SPAM prohibits unsolicited e-mail (spam).
A typical banner ad might cost ________ per 1,000 impressions.
$5
Typical click-through rates for an online display ad are:
.03%-.30%.
View-through rate measures the ________ response rate to an ad.
30-day
The typical dwell rate for rich media and video ads is:
7%-8%.
The percentage of all e-mail that is spam was approximately ________ percent in 2012.
70
The size of a leaderboard is:
728 x 90 pixels.
Which of the following advertising messages is a branding communication?
Barnesandnoble.com: The Best Place to Buy Textbooks.
Search engine advertising expenditures in 2012 were approximately:
$1.7 million.
CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.
$10
Which of the following generated the most social advertising revenues in 2012?
All of the following are true statements about the choice of a domain name except:
Having a dot-com domain is no longer considered preferable, especially in the United States.
Which of the following is not one of the current trends in Internet advertising?
Spending on search engine advertising is overtaken by video ads.
Which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
Which of the following online advertising formats attracted the least amount of spending in 2012?
The most expensive form of online advertising on a per thousand viewer basis is a(n):
exclusive sponsorship arrangement.
Research studies have shown that viewers scan search engine results pages:
in an "F" shaped pattern with greater attention to the left side of the page.
In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.
network keyword
Impressions are a measure of the:
number of times an ad is served.
Purchasing an online ad on a CPC basis means that the advertiser:
pays a prenegotiated fee for each click an ad receives.
Conversion rate is a measure of the:
percentage of visitors who become customers.
Acquisition rate is a measure of the:
percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
Direct e-mail marketing refers to marketing e-mails sent to
recipients who have expressed an interest in receiving messages from that advertiser.
Which of the following is not a major Web design feature that impacts online purchasing?
redundant navigation
A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?
sponsorship
Which of the following measures the average length of stay at a Web site?
stickiness
If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:
unique visitors.
Which of the following online advertising formats is the most effective?
video ads
Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:
viral marketing.
Which of the following types of display ads is 160 x 600 pixels?
wide skyscraper
