Deck 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

Question 1

New media brings new vernacular to consumers,such as "friend me","tweet that," or "snap that." 

Answer 1

True

Question 2

There are three media types in social media: earned,owned,and paid.

Answer 2

True

Question 3

In a marketing context,there is a focus on brands and organizations "liked" and mentioned through network effects,including viral sharing.

Answer 3

True

Question 4

Web 2.0 leaves no trail of digital footprints,and hides one's online activities from future employers,spouses,and parents.

Question 5

An important term in media as it relates to the Web 2.0 is user-generated content or consumer-generated content.

Question 6

It is paramount to use digital,social,and mobile media in a synergistic way with other forms of IBP.

Question 7

Fake news can range from information that is inaccurate and attention getting without credible sources,to completely made-up stories in general.

Question 8

In the context of social media advertising,earned media are advertisements that can be purchased on a social network or other digital platforms.

Question 9

Social media and web 2.0 distinguish the progression of the Internet to interactive online communication,participation,and engagement.

Question 10

User-generated content generally refers to consumer-generated media.

Question 11

Some have attributed social media to having a role to some extent in fake news.

Question 12

In the context of social media advertising,owned media are brand assets or objects created within social networks by your organization,such as a Facebook page or a mobile app.

Question 13

Social media are accessible in that they are simple to find and use for a broad audience and they are scalable,as network effects play a key role.

Question 14

Ephemeral means that the content lasts for a short time,so social media sites like Snapchat are relevant to this term.

Question 15

Some of the world's leading brand visionaries,as well as new brands,align their corporate websites and digital/social/mobile media objectives based on consumer behavior to enhance their return on investment for advertising and IBP.

Question 16

"Digital engagement" is important.It is a smart idea for brands to embrace social media because it can garner digital engagement in a measurable way for brands,such as with likes,clicks,and shares.

Question 17

Digital marketers can create events with sponsors to help instill brand loyalty with offline,experiential marketing.

Question 18

The role of digital,social,and mobile media in advertising is a big one,and one that is here to stay and grow as technology evolves.

Question 19

More and more media buys are being made programmatically or automatically,a trend that is increasing.

Question 20

Brands can promote products and cross-promote its other social media accounts on digital or social media to engage customers digitally through multiple conversations.

Question 21

Retargeting means serving consumers digital ads that are directly based on past online content that they clicked on.

Question 22

Retail brands can use retargeting,serving consumers digital ads that are directly based on online clothing pages they clicked on in the past.

Question 23

Hundreds of millions of online buyers bring e-commerce revenues of U.S.$680 billion a year.

Question 24

In addition to monitoring electronic word of mouth,managers are keenly interested in metrics from social media content and social media advertising.

Question 25

A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine.This is an example of a banner ad,an early form of digital advertising.

Question 26

Digital advertising investments are a basic of digital advertising and online search.

Question 27

Pop-up ads are not the best choice for advertising a product because most people find them annoying.

Question 28

A customer searches for laptop brands online,and finds other advertisements from well-known laptop brands quoting the prices of their products.This is an example of cost-per-click.

Question 29

Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run,among other things. 

Question 30

Big data is all the rage.

Question 31

The omnichannel nature of shopping these days is important as consumers choose how they wish to browse and buy.

Question 32

Some brands or ad agencies have set up a "social media war room" to post and monitor comments related to the brand or campaign.

Question 33

There has been a strong and steady growth of Internet advertising from 1996-2016.

Question 34

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.

Question 35

Interstitial ads appear on a site after a page has been requested but before it has loaded,and stays onscreen long enough for the message to be registered.

Question 36

Some types of digital ads written about in the book are social media ads,display/banner ads,and pop-up and pop-under ads.

Question 37

Cost-per-click (or pay-per click)is an advertising revenue model where the advertiser is charged by the number of people who click on,or tap,the ad to pull it up for more information or to see the ad in entirety.

Question 38

A digital footprint is the trail of social media posts,videos,photos,status updates,and online information on a person,organization,or brand.

Question 39

SEO,or search engine optimization,is a paid search concept.

Question 40

Brands should leverage social media as a digital advertising opportunity that can target by consumer lifestyle.

Question 41

Online resistance is an attitude or behavior of consumers against the digital marketing movement.

Question 42

Concerns for advertisers include what kind of content will be adjacent to digital,social,and mobile ads when using programmatic media,as well as if their ad is placed near fake news or other non-credible content.

Question 43

More than half of paid search clicks are from mobile devices.

Question 44

Interactivity refers to two-way communications that can feed off one another,and it is an advantage of digital media.

Question 45

Digital footprint is defined as your profile of personal information,accessible online to a spectrum of people.

Question 46

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.

Question 47

A big concern is privacy as an issue in digital,social,and mobile media.

Question 48

Advertising and brand placement within video games is called advergaming. 

Question 49

Digital and mobile advertising is easily integrated and coordinated with other forms of integrated brand promotion. 

Question 50

Click fraud relates with charging or paying for advertising online,thinking a consumer clicked on the ad,but it instead was fraud and not actual consumers.

Question 51

Multiple screens and/or multiple devices are an important consideration in advertising and integrated brand promotion today.

Question 52

Click fraud is where billions of advertising funds have been lost.

Question 53

An advantage of using email marketing is the lack of measurability of the effectiveness of the campaign.

Question 54

Ephemeral refers to the fleeting nature of a message,such as in Snapchat.

Question 55

A venue for viral campaigns is online videos of either television ads or follow-ons to television ads.

Question 56

Integration of digital,social,and/or mobile with other components of the marketing mix is one of the easiest integration tasks in the IBP process due to the flexibility and deliverability of web advertising.

Question 57

Viral marketing 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.

Question 58

A privacy seal usually is a logo that shows the site has been endorsed by a member of a third-party privacy endorser.

Question 59

A click-through is the number of page elements,or hyperlinks,that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.

Question 60

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.

Question 61

Who is working on mobile measurement guidelines? 

A) Consumers 
B) The industry review board of the Interactive Advertising Bureau 
C) The FDA 
D) The FCC

Question 62

To be most effective,brands should leverage social media as a digital advertising opportunity that can target by _______.

A) demographics 
B) consumer lifestyle 
C) geographic locations  
D) consumer age

Question 63

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.

Question 64

________ 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) Avatars 
C) Big data 
D) Interstitials

Question 65

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.

Question 66

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.

Question 67

__________ 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

Question 68

One of the advantages of using social media is that: 

A) it provides advertising opportunities to World Wide Web advertisers.  
B) it raises reach and spreads the word quickly. 
C) it cannot be used by competitors to create negative publicity about an organization. 
D) it is not vulnerable to hackers.

Question 69

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 enhanced 
C) A photo that was captured using professional equipment 
D) A photo that was captured by a professional photographer

Question 70

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 digital and traditional media need to create their own niche and function independently of one-another.  
D) Both traditional and digital media should be seamlessly integrated for maximum impact.

Question 71

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.

Question 72

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.

Question 73

Which of the following is true of online communities? 

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.

Question 74

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 website 
C) Writing a blog 
D) Developing a corporate home page

Question 75

___________ is a metric that measures the percentage of people who come from or go to another site after clicking on one site.

A) Visibility 
B) A social media engagement  
C) Site stickiness 
D) Bounce rate

Question 76

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.

Question 77

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.

Question 78

Which of the following is a predominant concern relating to social media? 

A) Management of various portals 
B) Consumer privacy 
C) Cost-effectiveness 
D) Restrictions to freedom of speech

Question 79

__________ 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-ons 
C) Metafiles 
D) Widgets

Question 80

________ is how a consumer or brand uses images and text online to construct or showcase its identity.

A) Virtual identity 
B) Social couponing 
C) Personal identity  
D) Blogging