Deck 13: Online and Mobile Advertising

Question 1

Pop-ups are ads that appear between (rather than within a page)two content Web pages.

Answer 1

False

Question 2

Research on the "look" of Web pages suggests that complex Web pages are better liked than those with relatively simple backgrounds.

Answer 2

False

Question 3

Individualization refers to the fact that advertisers can control the flow of information to individual consumers.

Answer 3

False

Question 4

Interactive advertising is defined as encompassing all media that enable the user (who no longer is a "receiver" in the traditional,passive model of communication)to control the amount or rate of information that she or he wishes to acquire from a commercial message.

Question 5

The major difference between websites and other alternative online ad formats is that users seek out websites in a goal-oriented fashion.

Question 6

Interstitials are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

Question 7

To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.

Question 8

Consumers' Internet usage continues to grow at the expense of the traditional media.

Question 9

One type of banner ad is called a skyscraper.

Question 10

Electronic files,called brownies,can track users' online behavior.

Question 11

The website for a brand is an invaluable advertising medium for conveying information about the brand,its character,and its promotional offerings.

Question 12

The largest form of online advertising is banner advertising,and it commands about 40 percent of all Internet advertising.

Question 13

Google has a keyword advertising program called AdSearch.

Question 14

Integration and interactivity are key features of the Internet and of advertising in this medium.

Question 15

Google's AdSense program enables advertisers to run ads on other websites.

Question 16

The idea of reciprocity generally defines the nature of interactive media.

Question 17

Banner ads are the least common form of Internet advertising.

Question 18

With interstitials,users have to wait until the entire ad has been shown.

Question 19

Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.

Question 20

The Internet is quickly becoming the main element of IMC programs and receives the majority of an advertiser's media budget,basically replacing conventional media.

Question 21

E-zines tend to focus on traditional issues,such as family and religion.

Question 22

Opt-in e-mailing is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.

Question 23

Unsolicited e-mail messages are referred to as spam.

Question 24

E-mail is not nearly as effective as originally expected because many marketers have simply "spoiled the commons."

Question 25

A critical element of search engine advertising is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service.

Question 26

Search engine advertising is especially vulnerable to click fraud.

Question 27

Advertising via behavioral targeting implies that only those consumers known to be interested in a topic would receive ads from a marketer.

Question 28

Blogs represent a major advertising opportunity on the Internet.

Question 29

The problem with keyword-matching advertising is that advertisers cannot specify the country where ads are to be sponsored and particular local areas to where ads are to be targeted.

Question 30

Podcasting is a visual version of blogging.

Question 31

The CPM metric is a simple way to measure an Internet ad's effectiveness.

Question 32

One general objective for assessing website advertising effectiveness is to assess the exposure value or popularity of a website or Internet ad.

Question 33

Phishing occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

Question 34

Superstitials are short,animated ads that play over or on top of a Web page.

Question 35

Online video ads are also referred to as streaming video.

Question 36

Electronic measurement of a sample of users is possibly the most valuable tool for assessing Internet usage activity.

Question 37

Regulations against unsolicited e-mail (spam)are much more stringent in North America than in Europe.

Question 38

Estimates of click-through rates to banner ads average 25 percent.

Question 39

Google AdSense is based on behavioral targeting online using cookies.

Question 40

Phishing is a criminal activity.

Question 41

Websites are different from other online ad formats because users seek out websites in a(n)_____ fashion.

A) goal-oriented
B) leaning backward
C) haphazard
D) multi-dimensional
E) interactive

Question 42

In recent years there have been increased efforts on the part of advertisers and their agencies to locate new media that are _____ than the established media.

A) more geographically dispersed
B) easier to buy, more efficient, and more conducive to audience segmentation
C) less fractionalized and impersonal
D) more relationship oriented
E) less costly, less cluttered, and more effective

Question 43

Which of the following types of Internet ads is NOT considered rich media?

A) banner ads
B) pop-ups
C) interstitials
D) superstitials
E) video ads

Question 44

Carla was on a web site to see what the weather was going to be during her vacation to Orlando.She noticed there were small,static ads placed for hotels,restaurants,and rental cars in the weather site she was consulting.Which type of ads are these?

A) pop-ups
B) banner ads
C) interstitial ads
D) superstitial ads
E) blogs

Question 45

Banner advertising,along with other communications elements in an IMC program,can serve to facilitate increasing levels of brand _____ and thus enhance brand _____.

A) information; knowledge
B) credibility; information
C) focus; attention
D) awareness; equity
E) relative advantage; awareness

Question 46

_____ advertising enables the user to control the amount or rate of information that he or she wishes to acquire from a commercial message.

A) Interactive
B) Multi-media
C) CD-ROM
D) Video
E) DVD

Question 47

Online advertising formats that use motion,sights,and sounds are referred to as _____.

A) banner ads
B) third screen media
C) CTRs
D) rich media
E) webblogs

Question 48

Search engine advertisers using Google bid on keywords using Google's _____ program.

A) AdWords
B) AdSense
C) AdSearch
D) contextual
E) click

Question 49

Interactivity,which is intertwined with _____,allows for users to select the information they perceive relevant and for brand managers to build relationships with customers via two-way communication.

A) individualization
B) internalization
C) interruption
D) integration
E) intrusion

Question 50

A(n)_____ is an invaluable advertising medium for conveying much information about the brand,its character,and its promotional offerings.

A) pop-up ad
B) banner ad
C) CGI ad
D) website
E) interstitial

Question 51

Which of the following terms refers to a method of placing online advertisements on Web pages that show results from search engine queries?

A) search engine optimization
B) social media optimization
C) social advertising
D) search engine advertising
E) banner advertising

Question 52

Which of the following is an Internet advertising format?

A) web sites
B) search engine advertising
C) superstitials
D) e-mail advertising
E) All of these are correct.

Question 53

Research has found that click-through rates (CTRs)are a function of _____.

A) interactivity
B) brand familiarity
C) price
D) the amount of information
E) the color in the ad

Question 54

Which of the following is a type of Internet marketing unit (IMU)endorsed by the Internet Advertising Bureau (IAB)?

A) full banner
B) skyscraper
C) rectangle
D) square pop-up
E) All of these are correct.

Question 55

The most popular form of Internet advertising is _____.

A) sponsorships
B) pop-ups
C) superstitials
D) banner ads
E) interstitials

Question 56

Which of the following is NOT an Internet advertising format?

A) banner ads
B) websites
C) telephony
D) search engine advertising
E) superstitials

Question 57

Online advertising formats include all of the following except _____.

A) email advertising
B) search engine advertising
C) online reviews
D) rich media advertising
E) None of these are correct.

Question 58

_____ refers to the fact that the Internet user has control over the flow of information.

A) Individualization
B) Interactivity
C) Interruption
D) Integration
E) Internalization

Question 59

Search engine advertising relies heavily on understanding consumer searches by _____.

A) keywords
B) price point
C) cookies
D) index
E) Facebook

Question 60

_____ ads are typically small,static ads placed in frequently visited websites.

A) Banner
B) Pop-Up
C) Interstitial
D) Superstitial
E) CGI

Question 61

The word _____ is used in reference to unsolicited and unwanted commercial e-mail messages.

A) spit
B) salami
C) bile
D) trash
E) spam

Question 62

Which type of Internet advertising format has the appeal of communicating directly with prospective customers,who in turn can become active communicators through their own posted comments?

A) banner ads
B) pop-ups
C) blogs
D) superstitials
E) podcasts

Question 63

Teresa received an e-mail message telling her to click on the link in the message to update her account profile at her bank.She did so,was taken to a website that looked like her bank's online banking website,and proceeded to enter all sorts of personal information such as her social security number,checking account number,and credit card numbers.However,this was not a legitimate site for her bank,but rather it was one designed to look like her bank site so thieves could obtain consumers' personal information to steal their identities.Unfortunately for Teresa,$3,000 was stolen from her bank account,and several purchases were made on her credit cards.This activity is known as ____.

A) skimming
B) phishing
C) browsing
D) searching
E) podcasting

Question 64

Sponsored e-mail that distributes free magazine-like publications is known as _____.

A) e-pubs
B) e-zines
C) e-books
D) blogs
E) podcasts

Question 65

Anti-spam legislation under the rubric _____ has been passed in the United States.

A) CAN-SPAM
B) X-SPAM
C) SPAMLEG
D) NOSPAM
E) WEB-SAFE

Question 66

_____ is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.

A) Spam
B) Opt-in e-mailing
C) Interstitial e-mailing
D) Phishing
E) Superstitial e-mailing

Question 67

Which of the following describes podcasting?

A) television shows online
B) audio version of blogging
C) aggregated video files
D) itunes
E) None of these are correct.

Question 68

Procter & Gamble has created a website called "The People's Choice" that focuses on entertainment and allows consumers to share their views on matters such as reality TV programs,entertainers,musicians,etc.This is an example of a _____ site.

A) customized product
B) social networking
C) sales promotion
D) product placement
E) video advertising

Question 69

John was going to his favorite sports web ite when an ad for home equity loans appeared in a separate window that materialized on the screen seemingly out of nowhere.He wasn't interested,so he closed the window.What type of Internet ad is this?

A) website
B) banner ad
C) interstitial
D) superstitial
E) pop-up

Question 70

One of the fastest growing forms of Internet advertising is _____ including so-called Webisodes.

A) blogging
B) banner ads
C) video ads
D) spamming
E) superstitials

Question 71

Which of the following is a way a blog can be used for advertising?

A) Brand marketers can assess blogs for research
B) Brand marketers can develop their own blogs
C) Brand marketers can get ideas from competing blogs
D) Blogs cannot be used for advertising
E) Only video blogs can be used for advertising

Question 72

Why is it doubtful that blogs represent a major advertising opportunity?

A) The blogosphere is regulated by the Federal Trade Commission and currently does not allow commercial advertisers to participate.
B) The blogosphere is regulated by the Federal Communications Commission and currently does not allow commercial advertisers to participate.
C) It is too expensive.
D) Advertising is often perceived as less than fully objective and is seen by many as an intrusion.
E) Not enough consumers participate in blogging to make it economical for advertisers.

Question 73

_____ takes place when criminals send e-mail messages appearing to be from legitimate corporations and direct recipients to phony websites that are designed to look like companies' actual websites with the intent to extract personal data from people such as their credit card and ATM numbers.

A) Spamming
B) Podcasting
C) Skimming
D) Phishing
E) Browsing

Question 74

_____ allows users to send and receive text messages on their mobile phones of up to 160 characters in length.

A) Hot spot technology
B) Tex-Mex Technology
C) Podcasting
D) Short Message Technology (SMS)
E) Blogging

Question 75

Barry was looking for golfers' scores at the recent PGA championship on the PGA's Web page when an animated ad for Calloway golf clubs appeared on top of the PGA's Web page.What type of Internet advertisement is this?

A) banner ad
B) blog
C) interstitial
D) superstitial
E) podcast

Question 76

_____ are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

A) Cookies
B) Banner ads
C) Pop-ups
D) Interstitials
E) Superstitials

Question 77

Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online,alerting her to special deals and new products.This is a case of _____ e-mailing.

A) informative
B) opt-in
C) spam
D) misguided
E) misrouted

Question 78

_____ is a way of publishing sound files to the Internet,allowing users to subscribe to a feed and receive new audio files automatically.

A) Podcasting
B) Blogging
C) Superstitials
D) Opt-in
E) Broadcasting

Question 79

What is the value of podcasting for advertisers?

A) targeted messages based on lifestyle characteristics
B) high CPM costs
C) high reach
D) coverage
E) search engine optimization

Question 80

_____ are ads that appear between two content Web pages.

A) Cookies
B) Banner ads
C) Pop-ups
D) Interstitials
E) Superstitials