Q&A Hero

Q: Scenario 14-4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.Visualizers informs Optima that one way in which the pricing for the banner ads can be evaluated is by calculating the value created by the advertisement in terms of traffic, placement and size of ads, ad rates, and evaluations of the site's quality. This can be done by computing the for the ads.a. big datab. bounce ratec. site stickiness d. I-Traffic Index

Q: Scenario 14-4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.The marketers at Visualizers talk to Optima about banner ads that have created problems in the online market. Which of the following is likely to be a common problem when banner ads are placed on the websites of other firms?a. They are easily imitated by competitors. b. They add to high advertisement clutter. c. They decrease Web page load times.d. Their effectiveness cannot be measured or tracked.

Q: Scenario 14-4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.Managers at Optima want to better understand the cost implications of advertising on the Internet. Visualizers' media researchers prepare a presentation using four traditional media placements to compare. The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however, it is higher than television. Visualizers points out that the advantage offered by the banner ad is its:a. capacity for blanketing the world of online consumers with the Optima brand. b. ability to deliver to a highly desirable, segmented, and motivated audience.c. quick-change option that allows marketers to make changes to the creativity of the ad. d. ability to insert itself into interactive situations where consumers don"t expect to see it.

Q: Scenario 14-4Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads. Optima will then have to pay only if a user visits the link. In this case, Visualizers is referring to the _____model of advertising payment.a. pay-per-click b. click-throughc. keyword bidding d. paid search

Q: Scenario 14-3With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)Two young women decided to open a comedy club, and they chose YouTube as their main outlet for advertising. They put together a five minute clip of an improvisation routine and posted it on the site. Soon they noticed that the total number of views for the video had skyrocketed to 25,000. They found that the video was being sent all over the country via email and Facebook messages. This short video is now a form of ____.a. mobile marketing b. online retailingc. interactive advertising d. viral marketing

Q: Scenario 14-3With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)An entrepreneur decided to get endorsed by a third-party facilitator to show his consumers that he believes in keeping their information confidential. He got a logo from the third-party facilitator showing that he had been endorsed. This logo is called a _____.a. click-through b. privacy sealc. digital footprint d. digital signature

Q: Scenario 14-3With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)A new business owner is looking into various forms of advertising. Of all the different forms, he seems to be most interested in advertising through interactive media. This may be because:a. consumers no longer pay attention to advertising on television. b. interactive media is more beneficial to small business owners.c. traditional forms of advertising provide inaccurate information to consumers.d. two-way communication has an important effect on click-through and sales potential.

Q: Scenario 14-3With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)The owner of a new athletic-training facility decided to pay to have its ads appear on athletics and training-related search results on Google. This kind of advertising is known as _____ .a. sponsorship b. paid searchc. search engine optimization d. corporate home page

Q: Scenario 14-3With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cardsof all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)One small business owner found that when he started using Facebook, he began establishing stronger relationships with some of his less consistent customers. This was because he started a business page on Facebook and all his customers liked this page. They held discussions on it, and invited other potential customers to join in. Even the less consistent customers became regular visitors of this page. In advertising terms, this Facebook page would be called _____media.a. owned b. earned c. paidd. derived

Q: Scenario 14-2You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to getdown to work.The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels. Part of the site is devoted to a full catalog that lists the company's titles currently in print, and other parts offer interactive activities, musings of well-known writers, and games involving mysteries to solve. This site is using _____to promote its novels.a. app ads b. big datac. search engine optimization d. advergaming

Q: Scenario 14-2You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work.When you visited the restaurant site, the marketers were able to collect some information about you and your buying habits. Marketers are able to do this by:a. counting the number of hits made on the site.b. using software that monitors one's digital footprint. c. tracking the email registration on the site.d. counting keystrokes used to move through the site.

Q: Scenario 14-2You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work.While reading the editorials on the magazine site, a reader was so glad that he was no longer interrupted by annoying ads. Due to widespread annoyance with these online distractions, many service providers offered blockers that greatly reduced an advertiser's ability to get _____onto a user's screen.a. paid search advertising b. pop-up adsc. rich mediad. opt-in messages

Q: Scenario 14-2You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work.When you clicked off the coupon site, an ad remained on the screen with bright colors, large letters, and a $2 coupon for a frozen pizza. This is known as a _____.a. direct emailb. pop-under ad c. pop-up add. splash screen

Q: Scenario 14-2You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work.In running keyword searches using Google, you took part in a common practice. Advertisers could make use of this by paying Google and making them:a. display ads on a site after a page has been requested but before it has loaded. b. place ads in or near relevant search results based on key words.c. track the users who use specific keywords over and over again. d. measure the click-through rates of the ads that are placed.

Q: Scenario 14-1When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.As the number of Foursquare users increases, so will the marketing efforts to appeal to the visitors of the site. Many of the site's users access the site via their cell phone, and companies are forced to create advertisements to fit these media channels. These advertisements are examples of:a. intrusive marketing. b. mobile marketing.c. viral marketing.d. splash marketing.

Q: Scenario 14-1When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.Foursquare respects its users' privacy, and lets them decide if they want to share their location with others or not. It always provides privacy options to users wherever it is required. By doing this, Foursquare is able to address consumer concerns about:a. what could be preventing users from completing online transactions. b. creating online resistance in Foursquare's user groups.c. preventing users from creating synergies with online advertisers. d. sharing casual information.

Q: Scenario 14-1When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.One of Foursquare's strengths is that it offers a very interactive experience to its users. Tracking brand interactivity over the Internet can be done in ways that are not possible using traditional advertising. This is because the Internet:a. allows advertisers to track users and their behaviors through their digital footprints. b. allows users to inform companies about the sites they have visited recently.c. is cheaper for companies to operate, and they can spend more money on tracking software. d. helps consumers provide an instant feedback when they visit the website.

Q: Scenario 14-1When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.One way to find a site and related businesses is to go to Bing and look at the list under social networking sites. Technically, Bing is a(n):a. analytical software system that allows e-commerce. b. mash-up that features multiple widgets.c. portal with search engine technology.d. website that acts as a corporate/brand home page.

Q: Scenario 14-1When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally. The site which allows registered users to connect with friends and update their location receives over one million check-ins per week. When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences. The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity.A search on Bing using the phrase "foursquare social media" results in thousands of matches, but these matches appear in order of relevance. Bing is able to achieve this because it:a. accepts multiple registrations from a single website.b. uses the search engine optimization technology to direct users to sites that may interest them. c. demands payment from company's in exchange for repeated mention on search results.d. reflects the number of people actually searching on a particular phrase at any particular time.

Q: Which of the following is true of mobile marketing?a. The recall rate for mobile marketing is low.b. Consumers can not access videos on their mobile devices.c. Consumers will always receive promotions that are relevant to them. d. Promotions will always reach mobile users directly on their devices.

Q: James is the marketing manager of a small corporate airline that handles business flights for executives and celebrities. It also provides group charters for major sporting events, concerts, and festivals. To reach it's audience, airlines will have to avoid the usual fare, as the target audience for this product usually ignores common advertising. However, they occasionally watch worthwhile videos on social media sites. In which of the following advertising avenues is James most likely to invest in?a. Viral marketing b. Micro-blogging c. Advergamingd. Social couponing

Q: ____ is the process of consumers marketing to consumers over the Internet, through electronic, or in-person word of mouth transmitted through emails and electronic mailing lists.a. Mobile marketing b. Viral marketingc. Social couponing d. Social gaming

Q: Which of the following is a disadvantage of using online press releases for PR?a. They cannot disseminate information accurately.b. They are ineffective in targeting specific audiences. c. They are too expensive for most firms to consider.d. They cannot be picked up by major news services or online newspapers.

Q: A surfboard manufacturer decides to promote the sales of his product by offering discounts on the Internet via an email campaign. Consumers simply have to click on a link in the email, and they will be able to avail the offer. The advantage of using this technique is that it not only increases brand awareness for the company, but also:a. measures the number of users who display interest in the site. b. provides information on the bounce rate.c. increases consumer loyalty toward the brand.d. acquires the consumers' email information and optin contact.

Q: The managers of a fast-food chain want to publicize their restaurants. They would like to invest in a sales promotion strategy that would promote positive word of mouth, mass exposure, increased brand awareness, and getting new customers. Their aim is a high frequency promotion that leads to speedy sales. As an Internet advertising specialist, which of the following sales promotion strategies would you recommend?a. Social couponing sites b. Ads on the radioc. Pop-up adsd. Display/banner ads

Q: Which of the following is an advantage of using online sales promotions?a. They promote banner ads and pop-ups along with the product.b. They provide clear directions to customers on how to buy a product from the nearest store. c. They create bonds that build social pressure to buy the brand.d. They give consumers an opportunity to check out new products without the pressure of a salesperson.

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

Q: The Lego Star Wars is a video game that features Lego toys based on the Star Wars theme. Players need to play as one of the toy characters to defeat enemies, and complete the game chapter by chapter. This game is a(n)____ advergame based on Lego's toys. a. illustrativeb. demonstrative c. associatived. collaborative

Q: A(n) ____ advergame brand integration, integrates a brand spokesperson or personality as a main character within the game. a. associativeb. collaborative c. demonstrative d. illustrative

Q: The lowest level at which advergaming brand integration can occur is known as a(n) ___ level. a. collaborativeb. associative c. illustratived. demonstrative

Q: 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.

Q: 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.

Q: A ___ is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser. a. digital footprintb. post ad c. cookied. privacy seal

Q: 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.

Q: 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.

Q: 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.

Q: 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.

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

Q: 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.

Q: 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 websitesc. By using software sites that utilize big datad. By having just one social networking account per person

Q: ____ refers to a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways.a. RDBMSb. Ordinal data c. Big datad. Metadata

Q: 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 adsc. Buzz marketingd. Search engine optimization

Q: 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 fraudb. Ultrabroadband c. Viral marketingd. Search engine optimization

Q: 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.

Q: 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.

Q: 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 adb. display/banner ad c. post add. widget

Q: A(n) ____ad is an ad that opens in a separate window while a page is loading. a. postb. interstitial c. pop-upd. app

Q: 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.

Q: 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 adb. sponsored story c. app add. post ad

Q: 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 pageb. Placing ads on websites that attract visitors from different market segments c. Promoting sponsored stories on social networking sitesd. Setting up pay-per-click ads on social networking websites

Q: 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-clickc. I-Traffic Index d. Pop-under ads

Q: 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.

Q: ____ 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

Q: 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.

Q: ____ is a metric that measures the percentage of people who come from or go to another site after clicking on one site.a. Visibilityb. A social media engagement c. Site stickinessd. A Bounce rate

Q: 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.

Q: 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.

Q: Which of the following is a predominant concern relating to social media?a. Management of various portals b. Consumer privacyc. Cost-effectivenessd. Restrictions to freedom of speech

Q: To be most effective, brands should leverage social media as a digital advertising opportunity that can target by _____.a. demographicsb. consumer lifestylec. geographic locations d. consumer age

Q: ____ 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. Avatarsc. Big datad. Interstitial's

Q: ____is how a consumer or brand uses images and text online to construct or showcase its identity. a. Virtual identityb. Social couponing c. Personal identity d. Blogging

Q: 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.

Q: ____ 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 sitesc. Social news websites d. Government sites

Q: 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 enhancedc. A photo that was captured using professional equipmentd. A photo that was captured by a professional photographer

Q: ____ 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-onsc. Metafiles d. Widgets

Q: 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.

Q: 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 websitec. Writing a blogd. Developing a corporate home page

Q: 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.

Q: 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.

Q: 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.

Q: ___ media is the incremental exposure that a brand earns through viral engagement and interactions with the brand.a. Paidb. Owned c. Hyper d. Earned

Q: 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.

Q: IBP communications through mobile devices achieve surprisingly high recall and effectiveness if the consumer prefers to enable location. a. True b. False

Q: A venue for viral campaigns is online videos of either television ads or follow-ons to television ads. a. Trueb. False

Q: A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books, sales, and special incentives to his email address. This is referred to as viral marketing. a. True b. False

Q: A disadvantage of using email marketing is the lack of measurability of the effectiveness of the campaign. a. Trueb. False

Q: Email is one of the least expensive marketing tools and provides the highest return on investment relative to other forms of online marketing. a. True b. False

Q: Advertising and brand placement within video games is called advergaming. a. Trueb. False

Q: Common use of social networking brings disclosure issues to different audiences, and consumers should be aware of some vulnerabilities like loss of information control and digital vigilance. a. True b. False

Q: A privacy seal enables a private purchase to become more socially embedded. a. Trueb. False