Question 1

__________ is a source/service for measuring audience on the Internet.&#10;A) Arbitron&#10;B) MRI&#10;C) Scarborough&#10;D) Comscore

Accepted Answer

Comscore is widely recognized for providing analytics and measuring audiences, user behavior, and demographics on the Internet, making it a valuable tool for digital marketing and online content analysis.

Question 2

__________ is a source/service for measuring audience on the Internet.&#10;A) Arbitron&#10;B) MRI&#10;C) Scarborough&#10;D) Nielsen Netratings

Accepted Answer

Nielsen Netratings is specifically designed to measure audience on the Internet, providing data on Internet usage, audience measurement, and other web analytics.

Question 3

SEO stands for __________.&#10;A) Site Optimization&#10;B) Service Essential Optimization&#10;C) Site Ergonomic Optimization&#10;D) Search Engine Optimization

Accepted Answer

SEO stands for Search Engine Optimization, which is the process of optimizing a website to improve its visibility and ranking on search engine results pages.

Question 4

SEM stands for __________.&#10;A) Site Essential Media&#10;B) Service Engine Marketing&#10;C) Super Essential Marketing&#10;D) Search Engine Marketing

Accepted Answer

SEM stands for Search Engine Marketing, which involves promoting websites by increasing their visibility in search engine results pages through paid advertising.

Question 5

__________ monitors new media to provide marketers metrics that measure the amount of discussion surrounding their brands on social media&#10;A) Nielsen BuzzMetrics&#10;B) Arbitoron&#10;C) Scarborough&#10;D) MRI

Accepted Answer

Nielsen BuzzMetrics specializes in monitoring new media, including social media platforms, to provide marketers with metrics that measure the volume and sentiment of discussions surrounding their brands. This service helps companies understand and improve their online presence and reputation.

Question 6

Which of the following in NOT typically an area of online measurement in advertising and public relations?&#10;A) Media measurement&#10;B) Consumer behavior&#10;C) Campaign measurement&#10;D) Web site optimization

Accepted Answer

Consumer behavior, while a crucial aspect of marketing and advertising strategy, is not typically categorized as an area of online measurement in advertising and public relations. Instead, it is a broader concept that encompasses understanding how consumers make purchasing decisions. Areas like media measurement, campaign measurement, and website optimization are more directly related to online measurement metrics and strategies in advertising and public relations.

Question 7

Off-site analytics includes both web site saturation and popularity.

Accepted Answer

Off-site analytics measures a website's performance in terms of visibility and popularity on the internet, which includes metrics like backlinks and social media presence.

Question 8

Nielsen BuzzMetrics measures audience ratings on television.

Accepted Answer

Nielsen BuzzMetrics focuses on measuring consumer-generated media and online conversations, not television audience ratings. Nielsen Media Research is the division known for measuring television audiences.

Question 9

Bounce rate is defined as the percentage of visits where someone enters and exits the same page without visiting any other pages on the site.

Accepted Answer

Bounce rate measures the proportion of single-page sessions, indicating visitors who left the site from the entrance page without interacting with the page or navigating to any other pages.

Question 10

Popularity refers to how many times the Web site is linked by other Web sites.

Accepted Answer

Popularity in the context of websites often refers to the number of inbound links from other sites, which can indicate the site's relevance and authority.

Question 11

Saturation refers to the number of pages of the website that are indexed on a search engine.

Accepted Answer

The answer of Saturation refers to the number of pages...

Question 12

How is SEO different from SEM?

Accepted Answer

The answer of How is SEO different from SEM?...

Question 13

List two uses of social media when it comes to research in advertising and public relations.

Accepted Answer

The answer of List two uses of social media when...

Deck 7: Online Resources