MKGT 495 Ch. 7
all of the following statements about CAN-SPAM are true except:
CAN-SPAM prohibits unsolicited e-mail (spam)
The amount spent on online advertising in 2012 was approximately:
$37.3 billion
CTR is a measure of the:
% of times an ad is clicked
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 percentage of all e-mail that is spam was approximately ________ percent in 2012.
70
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 measures the ratio of items purchased to product views?
browse-to-buy ratio
Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:
content quality
According to the Fogg et al. 2003 study, which of the following is the most important factor in the credibility of a Web site?
design look
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
All of the following are true statements about the choice of a domain name except:
having a dot-com domain is not longer considered perferable
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
All of the following statements about interstitials are true except:
interstitials typically last 30 seconds
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
nielsen ratings
Impressions are a measure of the:
number of times an ad is served
Which of the following is not one of the advantages of online advertising?
online costs vs. benefits are well established and understood
Purchasing an online ad on a CPA basis means that the advertiser:
pays only for those users who perform a specific action, such as registering, purchasing
Which of the following is not a major Web design feature that impacts online purchasing?
redundant navigation
which of the following is an example of "pull" advertising?
search engine ads
Which of the following forms of online advertising typically has the highest click-through rate?
search engine keyword purchase
Which of the following is not one of the current trends in Internet advertising?
spending on search engine advertising is overtaken by video ads
A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?
sponsorship
Recency refers to the:
time elapsed since the last action taken by a customer
Which of the following forms of online advertising is growing the fastest?
video
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