Advertising Test CHAPTER 12

In a distributed network, A. communication is continuous even if some connections stop working. B. a single participant controls the content. C. receivers are left without data if the hub goes down. D. media content is delivered through one hub. E. media content is delivered through a single link.

A

To introduce Halo 7, a new video game, the director of marketing for Microsoft Game Studios created a complex marketing scheme that began online with an apparent War of the Worlds-style invasion. A beekeeper's website, ilovebees.com, appeared to have been overtaken by the evil force, the Covenant, with the hopes that people who visited the site would send their friends to the site. This would best be described as an example of A. viral marketing. B. a meta ad. C. banner advertising. D. spam. E. an interstitial.

A

Uber, an ap based ride service, offers drivers $500 for every new driver they recruit to the program. This a form of A. viral marketing. B. a meta ad. C. banner advertising. D. spam. E. an interstitial.

A

What problem is most likely faced by an advertiser who specifically works through an ad network? A. calculating ad traffic and costs B. gaining more ad exposure C. creating landing pages D. building ad profiles E. buying keywords

A

When Janet saw the banner ad for Dice, an employment agency for software programmers, she used her mouse to access the site's home page. If the advertising rate for the banner ad were determined by the number of people who saw the banner, clicked on it, and visited the home page, then the publisher would be charging Dice according to A. click-throughs. B. web visits. C. advertising links. D. media linkages. E. site landing pages.

A

When Larina visited a website called BrilliantButCanceled.com, she saw a small icon on the right side of the page, which asked her to click on it to learn more about the college programs provided by the University of Phoenix. The correct name for this icon is a(n) A. button. B. portal. C. banner. D. interstitial. E. pop-up.

A

Which of the following is a supplement to a website that is typically singular in focus and delivers on the current advertising message? A. microsite B. social network C. search page D. landing page E. web blogs

A

Which term refers to a collection of web pages on the web that are linked together and maintained by an organization or individual? A. website B. interstitial C. cookies D. ad network E. search engine

A

Anita's Home Cooking, a blog, includes links to various cooking products and kitchen appliances that Anita recommends, such as King Arthur brand flour and Cuisinart. Anita earns a commission on each sale made through her site. Which term best describes this situation? A. spam B. affiliate marketing C. viral marketing D. sponsorship E. group buying

B

Cookies are A. another name for Internet advertising buttons. B. small pieces of information that get stored in your web browser when you download certain websites. C. animated ads that pop up on the screen while the computer downloads a website the user has requested. D. the small ads at the corners of the screen that link users and website sponsors. E. a static form of interstitial advertising.

B

Estimates suggest that nearly _____ people around the world have access to the Internet. A. 7 billion B. 4 billion C. 3.5 billion D. 2 billion E. 750 million

B

Goodreads is a _____ where users can see what books their friends are reading, track their own reading, learn about new books, and join groups to talk about books they love. A. interactive protocol B. social media site C. interactive hub D. search engine E. web browser

B

Nielsen randomly recruits individuals to download and utilize a desktop meter that tracks all of their Internet activity. Based on a limited sample size, the company then projects usage for target demographics around the internet. For example, they project that 50 percent of all men aged 18 to 34 visit ESPN.com every day, where most other sites receive only 25 percent of this group's traffic. Media planners would use this information to determine the _____ of the target they are trying to reach. A. button B. composition C. banner D. interstitial E. cookie

B

One form of mobile advertising is sponsored SMS. SMS stands for A. Strict Message Style. B. Short Message Service. C. Short Mail System. D. Stylized Message System. E. Small Mobile Stickers.

B

Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 website addresses that contain information about the baseball player. Robert most likely used a(n) A. central network. B. search engine. C. wi-fi browser. D. addressable medium. E. web directory portal.

B

Television stations, newspaper publishers, and cable companies have traditionally used _____ networks A. grapevine B. centralized C. decentralized D. protocol-based E. distributed

B

The _____ is the number of clicks on an ad divided by the number of ad impressions. A. PageRank B. click rate C. interstitial D. cost per thousand (CPM) E. ad conversation rate

B

The _____ nature of the Internet has blurred the line between content creators and content consumers. A. flexible B. interactive C. centralized D. creative E. limited

B

What are two simple ways to measure the Internet audience for your advertising banner? A. reach and frequency B. ad impressions and click rate C. cookies and CPM D. response rate and viewing time E. viewing frequency and viewing time

B

Which of the following is least likely to be a problem associated with using digital interactive advertising? A. complexity B. few sponsors C. cluttered media D. lack of accountability E. privacy and security issues

B

Which of the following is most likely a benefit of using digital media in an IMC program? A. a non-addressable web portal B. immediate customer feedback C. pay-per-click sponsorships D. legitimate e-mail ads E. group buying potential

B

Which of the following is software that interprets HTML and makes it easy for users to interact with all kinds of content over the Internet? A. social media B. web browsers C. search engines D. portals E. protocols

B

Which of the following statements is true about sponsored links? A. Ads that receive a lot of clicks are paid less due to the supply and demand theory. B. Advertisers do not pay for impressions as with banner ads. C. Advertisers pay only when a consumer receives e-mail. D. Advertisers pay on a cost-per-thousand basis. E. Higher bids guarantee better listings.

B

Which term refers to a possible exposure of the advertising message to one audience member? A. cookies B. ad impression C. interstitial D. reach E. ad network

B

_____ is a distributed network where content providers and users communicate through HTML. A. A protocol B. The web C. A portal D. A search engine E. Broadband

B

Liu is researching genetic engineering for a research paper. She visits Google and searches for CRISPR, receiving nearly 4.5 million results, the first 30 of which are listed on the ______ page. A. home B. content C. search-results D. browser link E. protocol-linked

C

Many companies like Nielsen Online, HubSpot, and comScore offer ways to track users and help media planners determine where their target audience is hanging out online in the highest _____, or highest concentration or a type of user for a given site. A. button B. banner C. composition D. interstitial E. cookie

C

Mobile banner advertising is also known as A. SMS. B. HTML. C. WAP. D. portal. E. pop-up.

C

The Internet A. gathers user information through cookies. B. was developed by the Department of Defense in the early 1980s. C. is a global network of computers that communicate through protocols. D. uses a centralized network to create its power. E. is now the same as ARPAnet.

C

What does the acronym HTML represent? A. Heavy Transmission through Multiple Lines B. Hyperbole, Thought, Memory, and Language C. HyperText Markup Language D. Hypertext Transmission Marketing Language E. High-Tech Multi-user Language

C

What is the focus of CRM programs? A. utilizing social media marketing B. monitoring Internet privacy C. retaining current customers D. gaining website sponsors E. prospecting for new clients

C

When Ahmid visited ESPN.com to check on when the Cubs were playing the Indians, he noticed an ad that ran across the top of the page for FiveThirtyEight, a live election blog, that invited him to click to see live coverage of the presidential election across the country. What type of ad did Ahmid encounter? A. button B. interstitial C. banner D. classified E. spam

C

Which ad format accounts for nearly half of all digital interactive ad revenue? A. rich media ads B. banner ads C. search engine ads D. classified ads E. mobile ads

C

Which of the following is a method of delivering ads from one central source, or server, across multiple web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements? A. broadbanding B. narrowbanding C. third party ad servers D. behavioral targeting E. rich media advertising

C

Which of the following is the Internet version of word-of-mouth advertising? A. rich media advertising B. spam C. viral marketing D. Google E. ad networking

C

Which of the following made ARPAnet revolutionary? A. protocols B. interstitials C. distributed network D. centralized network E. horizontal network

C

_____ are common rules for linking and sharing information. A. Networks B. Clicks C. Protocols D. Web pages E. Portals

C

_____ are sites that allow people to type a word or phrase into a text box and then quickly find information. A. Portals B. Social media C. Search engines D. Browsers E. Broadband pages

C

_____ is, at present, the most popular search engine on the web. A. Hotmail B. Yahoo C. Google D. Facebook E. Twitter

C

A(n) _____ is a little billboard that spreads across the top or bottom of the web page. A. ad network B. pop-up C. interstitial D. banner E. button

D

A(n) _____ is used to give background information about an organization, product, or service, whereas a(n) _____ is used primarily to sell a product or service. A. interstitial; website B. website; cookie C. cookie; interstitial D. corporate site; commerce site E. commerce site; ad network

D

A(n) _____ occurs when a visitor moves the mouse's pointer to select a web link and get to another page. A. impression B. visit C. pop-up D. click E. interstitial

D

Ted's cooking blog contains a banner ad for Kenstar Appliances. Every time an appliance is purchased at the Kenstar website after the purchaser clicked on Ted's banner, Ted receives a commission for showing the banner. Which of the following is most likely being used? A. keyword purchase B. click-through C. cost per thousand D. affiliate marketing program E. ad impression method

D

The ability to monitor people's actions on the Internet is known as A. enhanced interactivity. B. digital reading. C. narrowcasting. D. behavioral tracking E. broadband stickiness.

D

Which of the following is a company that specializes in working behind the scenes to meet advertiser's CPM guarantees by tagging users to create consumer profiles, but is not a ad network? A. Google-global B. Bing C. Baidu D. Tacoda E. Yahoo

D

Which of the following is a portable and personally identifiable medium? A. direct mail B. Internet C. interactive TV D. cell phone E. DVR

D

Which of the following is the term used to describe direct links to deeper areas of the website that advertising drives consumers to beyond the homepage? A. website B. web page C. microsite D. landing page E. search results page

D

Which of the following refers to electronic junk mail? A. banner B. button C. blog D. spam E. cookie

D

Which term refers to digital media that connect individuals? A. search engines B. ad networks C. interstitials D. social media E. web browsers

D

Which term refers to web pages that provide starting points to other resources on the Internet? A. protocol B. browser C. HTML D. portal E. web crawler

D

Rikka lost her wallet in a taxi in New York City. When she gets home, she types "lost wallet cab NYC" into Google and hits search. An official looking website comes up at the top of the results called YellowCabNYC.com, and Rikka clicks on the link and fills out a form to report her lost wallet, but the site requests that she pay $40 to submit the form. It turns out the website takes advantage of people who have lost items in taxis and has paid to have its ad displayed at the top of Google's search results through a method called A. request for ad responses. B. click-through request. C. word-search responsive device. D. base banner purchase. E. keyword purchase.

E

The most common form of mobile advertising is A. social networking. B. interactive advertising. C. rich media advertising. D. button ads. E. banner advertising.

E

Which of the following act as brokers for advertisers and websites by pooling hundreds or thousands of web pages together and facilitate advertising across these pages? A. interstitials B. cookies C. ad agencies D. bloggers E. ad networks

E

Which type of mobile advertising does not require that the end user have a smartphone? A. advertising HTML B. rich media ads C. banner ads D. interstitials E. sponsored SMS

E

_____ is the presentation digital content by a sole advertiser who is not the publisher. A. An interstitial B. Cookie C. Ad impression D. Banner E. Sponsorship

E

T/F A banner ad is typically billed according to a click rate.

False

T/F A click occurs when a visitor moves the mouse's pointer to a web link

False

T/F DSL connections offer faster Internet surfing and data downloads than broadband, which is significantly slower.

False

T/F In 2013, Facebook reported that only 10 percent of its advertising revenue came from ads on mobile platforms, which suggested that Facebook's success on mobile devices was dwindling.

False

T/F In 2013, Facebook was the third most popular social media site after Twitter and Pinterest.

False

T/F In Internet advertising, advertisers can use the same tools used to measure other media, such as the cost per thousand views of an ad, rating points, and share of audience, because they apply in the same way.

False

T/F The simplest way to measure the Internet audience for an ad is the click rate.

False

T/F Traditionally, media content has been distributed through decentralized networks.

False

T/F Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

False

T/F A web portal is a site that attempts to provide a broad array of content and services.

True

T/F As advertising tools, buttons take up less space than banners.

True

T/F Because digital media are interactive, they blur the line between content providers and consumers.

True

T/F Consumer targeting on the Internet is very cost intensive.

True

T/F Digital interactive media enables businesses to develop and nurture relationships with their customers through the use of interactivity.

True

T/F For advertisers involved in e-commerce, some publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

True

T/F Old Spice's campaign that targeted women with the slogan "The man your man could smell like" was also an example of a successful IMC approach that used 30-second commercials to draw audiences to digital media online where they can have a deeper, richer brand experience.

True

T/F One of the main disadvantages of the Internet is that it is too cluttered.

True

T/F One of the primary differences between the Internet and traditional media is the cost of time and/or space.

True

T/F Some people think that the first era of the web has already passed and the new philosophy driving web development is driven by the idea that the Internet should be a place for users to collaborate and share, as they do on Wikipedia.

True

T/F The Universal Ad Package was developed to simplify process of planning and buying online media.

True

T/F The development of web browsers improved the ease of web usage.

True

T/F The leading national advertisers spend less than 7 percent of their marketing communications budget on interactive media.

True

T/F The more people a portal attracts, the more it can charge for ads on popular pages

True

T/F The most common form of mobile advertising is banner advertising.

True

T/F Use of the Internet increased dramatically during the 1990s due in part to decreasing computer costs.

True