Deck 12: Interactive Communications

Question 1

Proctor and Gamble recognizes the value of online advertising and allocates percent of their marketing budget to it.

A) 25-35
B) 50-60
C) 75-85
D) 40-45
E) 90-95

Answer 1

A

Question 2

In Canada,we now spend ________ of our media time online.

A) 12%
B) 5%
C) 25%
D) 8%
E) 28%

Answer 2

E

Question 3

In the digital universe,control has shifted from the advertiser to the

A) marketer
B) partner
C) customer
D) web host
E) search engine

Answer 3

C

Question 4

In terms of time spent with media on a weekly basis,Canadians spend the most time

A) browsing the internet
B) reading the newspaper
C) browsing through magazines
D) watching television
E) listening to the radio

Question 5

Behavioral targeting online is based on

A) previous online purchases
B) the internet provider
C) daypart
D) demographics
E) previous surfing patterns

Question 6

Interactive communications are more about _______________ than about the number of impressions.

A) selling
B) engagement
C) targeting
D) measurement
E) response rates

Question 7

Impressions are the standard way of determining

A) online sales
B) the size of the audience
C) the browsing period
D) exposure of an ad
E) the clickthrough rate

Question 8

Using the same ad online that is used offline is

A) a good strategy to increase purchase
B) more effective for the online ad
C) less effective for the online ad
D) a good strategy to engage the consumer
E) allows the consumer to participate online

Question 9

The internet is a true source of information and entertainment for consumers and is a(n)_________ medium.

A) intrusive
B) participative
C) interruptive
D) exclusive
E) collaborative

Question 10

As of 2012,the percentage of Canadian internet users who have ordered goods online is

A) 25 percent
B) 20 percent
C) 43 percent
D) 56 percent
E) 35 percent

Question 11

The percentage of impressions that result in an ad click is the

A) visit rate
B) click rate
C) clickthrough rate
D) impression rate
E) ad view rate

Question 12

Prime time for online advertising is

A) commuting to work
B) at home during the early evening
C) during the day
D) late evening
E) commuting home from work

Question 13

The Interactive Advertising Bureau reports that in 2011 online advertising revenues reached

A) $7.5 billion
B) $0.5 billion
C) $1.5 billion
D) $2.0 billion
E) $2.6 billion

Question 14

The country whose population spends the most amount of time per month on the internet is the

A) United States
B) China
C) Canada
D) United Kingdom
E) South Korea

Question 15

What type of targeting online is Molson using when it advertises on TSN.ca for its Canadian and Coors Light brands?

A) daypart
B) behavioural
C) psychographic
D) demographic
E) physiological

Question 16

the number of times an ad is sent to a visitor of a web page is referred to as:

A) a visit
B) download rate
C) a clickthrough
D) an ad view
E) the clickthrough rate

Question 17

Yahoo! and Facebook are examples of

A) measurement companies
B) portal sites
C) cookies
D) sponsors
E) ad networks

Question 18

Statistics Canada reveals that________ percent of Canadians have internet access at home.

A) 79 percent
B) 25 percent
C) 50 percent
D) 90 percent
E) 65 percent

Question 19

A measurement that allows an advertiser to judge the response to an online ad is referred to as

A) a clickthrough
B) a browsing period
C) an interstitial
D) a visit
E) an ad view

Question 20

Marketers are trying to figure out to what degree engagement with a brand results in

A) positive publicity
B) brand awareness
C) viral social media
D) liking a brand
E) consumer purchases

Question 21

If during one million impressions,there are 20 000 clicks on the banner,the clickthrough rate is

A) 8%
B) 1%
C) 10%
D) 2%
E) 4%

Question 22

Mercedes-Benz Canada used this online advertising strategy when viewers participated by using keyboard sequences to drive the action.

A) search advertising
B) display advertising
C) video ads
D) sponsorships
E) content marketing

Question 23

There are several interactive communications objectives.The one which the internet does a great job at is

A) building brand image
B) offering incentives
C) generating leads
D) creating brand awareness
E) conducting transactions

Question 24

This is the type of advertising,in which the advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on the listing

A) sponsorship
B) contract-based
C) view
D) pay-per-click
E) banner

Question 25

Unilever uses this online advertising: aside from its corporate website,each of its brands has a page.

A) an interstitial
B) a microsite
C) a media banner
D) a podcast
E) rich media

Question 26

This type of banner employs multiple panels that are launched when the banner is clicked on.

A) videostrip banner
B) leaderboard
C) window ad
D) expandable banner
E) push down banner

Question 27

Dove's video ad titled "Dove Beauty Sketches" was viewed by more than 100 million people when it was

A) posted on social media
B) played in movie theatres
C) posted on Dove's website
D) shown on Entertainment Tonight
E) aired on television

Question 28

Video advertising is attractive to advertisers because

A) visitors can skip the ads
B) visitors are forced to view the ad
C) advertisers can create unique commercials
D) advertisers can show longer ads
E) video ads are similar to television advertising

Question 29

This banner format is a tall,skinny oblong that appears at the side of a web page.

A) navigation bar
B) superstitial
C) interstitial
D) rectangle
E) skyscraper

Question 30

An advantage of online advertising is

A) high click rates
B) very little cluttering
C) privacy is well controlled
D) large amount of consumer data is collected
E) depth of content

Question 31

When a user chooses to receive messages from a particular advertiser,the advertising strategy is called

A) permission-based email
B) banner advertising
C) YouTube
D) advertiser-generated message
E) sponsored email

Question 32

In order to track an individual's surfing behavior,a(n)________ is placed on a consumer's web browser or hard drive.

A) impression
B) cookie
C) clickthrough
D) ad view
E) click

Question 33

If an ad was to move within a transparent layer over the page and play within a specific area of the page,it would be an example of

A) a floating ad
B) a permission-based email
C) a banner ad
D) a window ad
E) a videostrip

Question 34

One of the primary benefits of online advertising is

A) advertiser control
B) low CPM
C) geographic flexibility
D) creative flexibility
E) targeting

Question 35

Generally,response rates or click rates are higher for this type of banner:

A) rectangular
B) big box
C) animated
D) leaderboard
E) pre-roll

Question 36

A couple of high school students generating their own ad for the Apple iPod Mini and posting it on YouTube is an example of

A) sponsorship
B) a videostrip
C) content marketing
D) a pre-roll ad
E) a post-roll ad

Question 37

When an advertiser commits to an extended relationship with another website,it is called a(n)

A) ad supplier
B) partnership
C) sponsorship
D) strategic alliance
E) limited partnership

Question 38

A form of display advertising that includes animation,sound,video,and interactivity is called

A) animated media
B) real-time media
C) electronic media
D) rich media
E) social media

Question 39

Types of banner ads include rectangle,big box,leaderboard and

A) vertical
B) perfect square
C) landscape
D) oblong
E) skyscraper

Question 40

Success of an email ad depends on

A) quality of the email list
B) going viral
C) length of the email
D) how informative the content is
E) sponsorship

Question 41

Many companies are reluctant to invest in social media communications because

A) there is a lack of sound measuring devices for ROI
B) all age groups are engaged
C) there is a high cost in engaging users
D) there is a lack of control over indirect contact with potential consumers

Question 42

Banner ads purchased on Facebook can be paid according to:

A) size of banner
B) type of banner
C) cost-per-click
D) cost-per-million
E) length of contract

Question 43

Pricing models based on cost-per-click are becoming more popular,but they are plagued with all kinds of

A) security issues
B) performance issues
C) technical problems
D) usage restrictions
E) click fraud

Question 44

Users who click on a brand's "Like" button on Facebook become members of the brand's

A) microsite
B) fan page
C) company blog
D) webisode
E) YouTube channel

Question 45

CPM is the price charged for displaying an ad

A) 100 times
B) 1 million times
C) 100,000 times
D) 1,000 times
E) 2,000 times

Question 46

When online users choose to receive messages from particular advertisers,this is an example of

A) sponsored e-mail
B) opt-in direct email
C) sponsorship
D) spam
E) banners

Question 47

Sponsorships of contests on a website are more likely to use this type of fee system.

A) flat fee
B) microsite
C) cost per thousand rate
D) sponsorship
E) pay-per-performance

Question 48

A mutual funds company posts articles on its website on a regular basis to discuss market issues and recommend financial products.This is an example of a

A) podcast
B) webisode
C) company blog
D) banner ad
E) microsite

Question 49

The Interactive Advertising Bureau is actively promoting a new set of terms to measure social media efforts.One of these terms is

A) viral click rate
B) conversation reach
C) clickthrough
D) visits
E) click rates

Question 50

The most popular model for pricing ads on the internet is

A) pay-for-performance
B) CPM
C) flat fee
D) sponsorship
E) CPC

Question 51

The shift in control over communications caused by social media is called

A) brand democratization
B) YouTube channels
C) company blogs
D) spamming
E) fan pages

Question 52

Google's service AdWords is used to determine the ads that appear on the search results page.If awareness is the advertiser's objective,Google's costs are based on

A) cost-per-click
B) cost per thousand impressions
C) cost-per-acquisition
D) cost per million impressions
E) flat-fee

Question 53

A promotion communicated through text messaging involves

A) "call to action" short codes
B) video messaging
C) QR codes
D) downloaded pictures
E) company blogs

Question 54

QR codes on products can be read by smartphones with a downloaded QR code reader.To access additional information about the product using its QR code,the user must

A) sign in to a website
B) take a picture of a product's barcode
C) access their email
D) click on to the product's website
E) have a location tracker on their smartphone

Question 55

A disadvantage of online advertising is

A) targeting capability
B) reach
C) click rates
D) timing
E) tracking

Question 56

Ads placed during an online video are called

A) floating ads
B) mid-roll ads
C) webcasts
D) sponsorships
E) leaderboards

Question 57

Kraft Canada commits to an extended relationship with TSN.ca for the annual Kraft Celebration Tour.This is an example of a

A) leaderboard
B) permission-based e-mail
C) sponsorship
D) podcast
E) banner ad

Question 58

The number of unique visitors per month in all sites related to a conversation in which the advertiser is participating is called

A) interaction rate
B) tracking
C) time spent
D) conversation-relevant link
E) conversation reach

Question 59

AXE uses social media through

A) display advertising
B) an AXE website
C) a dedicated channel on YouTube
D) sponsorship
E) viral marketing

Question 60

Unlike television commercials,the webisode

A) is animated
B) is shorter than 30 seconds
C) appears on YouTube
D) focuses on selling the product
E) focuses more on creativity to engage users

Question 61

Behavioral targeting depends on uploading a cookie.

Question 62

Video advertising is attractive to advertisers because it is different than television advertising.

Question 63

The internet is now the most popular means of delivering information about sales promotion offers that act as immediate motivation to buy a product.

Question 64

Sponsorships allow an advertiser to have a successful ad campaign without necessarily having to drive traffic to its company website.

Question 65

Internet is just ahead of television and radio in terms of the amount of time adults spend with each medium on a weekly basis.

Question 66

Similar to print advertising,an online banner ad is simply the beginning of a process of transferring information.

Question 67

The effectiveness of internet advertising is widely accepted.

Question 68

The goal of a viral campaign is to create content that people feel compelled to pass on to friends.

Question 69

In contrast to the younger generation,Canadian boomers are not replacing familiar traditional technology like television.

Question 70

Crowdsourcing can replace an advertising agency to complete business-related tasks.

Question 71

Search advertising is also known as pay-per-click advertising.

Question 72

Clickthrough refers to the number of times users click on a banner ad.

Question 73

Lower traffic sites are more likely to use a flat-fee system.

Question 74

Facebook has a high click rate.

Question 75

A company blog is an effective way to present relevant information in a positive manner.

Question 76

Conversation reach is based on visitors per year.

Question 77

The internet should be viewed as a complementary medium that supports communication strategies that are implemented by traditional media.

Question 78

Advertisers must effectively integrate online advertising with other forms of advertising.

Question 79

Search engines such as Google use auction-style bidding for determining what to charge advertisers for placing ads on the search results page.

Question 80

Targeting online is very difficult because it is hard to collect data on website visitors.