Exam 3
The individual that negotiates rates for out-of-home space and in magazine ads is the: a. creative b. media planner c. media buyer d. client
media buyer
The part of the media plan that notes when and where ads will appear is the: a. marketing analysis b. advertising analysis c. media strategy d. media schedule
media schedule
The use of QR codes, watermarks, and 2D barcodes are all part of _________ marketing a. Web 1.0 b. direct c. mobile d. embedded
mobile
If the CPM for National Geographic magazine is $16.44, it means it will cost $16.44 to reach a. the selected target audience b. one thousand readers c. 1,644 readers d. one million readers
one thousand readers
Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of: a. branded content b. sponsored content c. geo-targeting d. behavioral targeting
geo-targeting
A measure of the impact or intensity of a media plan is a. cost per thousand (CPM) b. gross rating points (GRP) c. opportunities to see (OTS) d. reach and frequency
gross rating points (GRP)
Kyra makes frequent purchases from the Victoria's Secret website. She notices that each time she logs onto the site, it says "Welcome Kyra" and displays her credit card number and address when she gets ready to pace an order. This is an example of: a. personalization b. web analytics c. channel integration d. intrusive web design
personalization
Aubrey does not like to purchase anything online because she does not want cookies tracking her web activity and then using it to market products to her. This is an example of which e-commerce concern? a. seller opportunism b. security issues c. changing purchasing habits d. privacy issues
privacy issues
Which of the following measures the number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period? a. reach b. frequency c. demographics d. impressions
reach
Wyatt never noticed ads about jewelry until he started thinking about asking Arianna to marry him. Now every ad for jewelry catches his attention. The approach that explains this is a. intrusion value b. media multiplier effect c. recency theory d. three-exposure hypothesis
recency theory
The best and most effective search engine optimization method is a. paid search insertions on search engines b. paid banner ads on other companies' websites c. identification through the natural, or organic, emergence of a site on a search engine d. paid search ads
identification through the natural, or organic, emergence of a site on a search engine
Web 4.0 was the first to a. deliver static content to internet users b. add more socially-based sites such as Facebook c. include cloud operations and web participation d. incorporate real-time communications
include cloud operations and web participation
Interactive marketing is a. developing marketing messages that create two-way communication with customers b. providing interactive games for customers to play c. the ability of a website to visually display a product, such as clothes on a person d. when customers give permission for marketers to send emails and other types of correspondence to them
developing marketing messages that create two-way communication with customers
When goods and services are sold on the internet, the approach to marketing is a. retail by email b. viral marketing c. e-commerce d. interactive marketing
e-commerce
In terms of the internet evolution, Web 4.0 a. creates static content that includes customer involvement b. generates instant communication that helped improve customer service c. creates online communities that connect buyers and sellers d. features brand engagement, social media, and customer-generated reviews
features brand engagement, social media, and customer-generated reviews
Digital marketing combines all of the following except: a. e-commerce b. mobile marketing c. internet marketing d. indirect response marketing
indirect response marketing
The mobile photo and video sharing network owned by Facebook with over 200 million users is a. facebook b. instagram c. pinterest d. twitter
The three-exposure hypothesis suggests that: a. ads in three different media need to be used to have the maximum impact b. a minimum of three exposures to an ad is necessary to be effective c. a maximum of three exposures to an ad in necessary to be effective d. three exposures to an ad will only work if the person viewing the ad is in the market for that particular product
a minimum of three exposures to an ad is necessary to be effective
A social network is a. the utilization of social media and/or social networks to market a product, company or brand b. a social structure of individuals and/or organizations that are tied together in some way c. a website that focuses on a specific interest, hobby, or demographic group d. any digital tool or venue that allows individuals to socialize on the web
a social structure of individuals and/or organizations that are tied together in some manner
Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is a. audience targeting b. geo-aware advertising c. geo-fencing d. behavioral targeting
behavioral targeting
Leah does not shop online because she is afraid that her identity will be stolen. This is an example of which e-commerce concern? a. security concern b. seller opportunism concern c. cognitive dissonance d. information privacy issues
security concern
Among the following ad campaigns, frequency would be highest for ________ second television spots a. six 15 b. one 45 c. five 30 d. four 15
six 15
If Toyota sponsors a blogger who is making a trek to all 50 states in his Toyota documenting it with text and photos, it is considered ________ content a. branded b. sponsored c. digital d. social
sponsored
Which social media network limits messages to 140 character? a. facebook b. instagram c. pinterest d. twitter
To be effective, blogs should be updated regularly, which means on the average: a. once a day b. once a week c. two to three times a week d. two to three times a month
two to three times a week
