Deck 13: Digital Media: Online, Mobile and App Advertising

Question 1

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

Answer 1

False

Question 2

In the sixth step of the online advertising process,consumer web surfing behavior on the publisher site and the number of ads served are reported back to the digital agency.

Answer 2

False

Question 3

The excitement for apps as an advertising medium is tempered by the reality that the average app loses 77 percent of its users within 3 days after it is downloaded.

Answer 3

True

Question 4

Google has a keyword advertising program called AdSearch.

Question 5

In the programmatic advertising process,the SSP sends dimensions of ad space to the publisher,and the publisher reads users' cookies in order to serve the most relevant ad.

Question 6

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

Question 7

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

Question 8

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

Question 9

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

Question 10

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 11

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

Question 12

One type of banner ad is called a wide skyscraper.

Question 13

In the second step of the online advertising process,the digital agency supplies assets to the 3rd party ad server and the ad server provides campaign reporting back to the agency.

Question 14

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

Question 15

Integration and interactivity are key features of online advertising.

Question 16

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

Question 17

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

Question 18

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

Question 19

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

Question 20

As the final step of the online advertising process,the ratings service or measurement panel provides a screen for selecting publishers to the digital agency.

Question 21

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

Question 22

In programmatic advertising,the process is facilitated by demand side platforms (DSPs)that help the buying of ad space on the open market and supply side platforms (SSPs)that help match the unsold ad inventory.

Question 23

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

Question 24

Search engine advertising is especially vulnerable to click fraud.

Question 25

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

Question 26

Phishing is a criminal activity.

Question 27

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

Question 28

Unsolicited e-mail messages are referred to as spam.

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

Cost per thousand impressions (CPM)assesses how much it costs to place an online ad on a per-thousand-impressions basis.

Question 31

The effectiveness of e-mail as a marcom tool has been spoiled somewhat by marketers sending junk mail.

Question 32

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 33

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

Question 34

Google AdSense is based on behavioral targeting online using cookies.

Question 35

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

Question 36

Podcasting is a visual version of blogging.

Question 37

It is expected that blogs will continue to represent a major advertising opportunity for quite some time.

Question 38

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

Question 39

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

Question 40

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

Question 41

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 42

Online advertising formats include all of the following except _____.

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

Question 43

Which of the following is a type of anti-tracking software used by online consumers to help protect their privacy? 

A) AdWare 
B) AdSense Advantage 
C) AdWords 
D) AdBlock Plus 
E) AdSEA Plus

Question 44

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

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

Question 45

Which information exchange situation is active in protection and shares information? 

A) Active Trust 
B) Unconditional Share 
C) Conditional Surrender 
D) Unconditional Surrender 
E) Conditional Share

Question 46

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

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

Question 47

Which of the following is a type of standard ad unit (SAU)endorsed by the Internet Advertising Bureau (IAB)for banner ads? 

A) medium rectangle 
B) wide skyscraper 
C) rectangle 
D) leaderboard 
E) All of these are correct.

Question 48

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 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 student shared a compromising photo in Snapchat assuming that it would disappear in a few seconds.Someone took a screenshot of it and reposted it.This is an example of which type of information privacy outcome in Walker's matrix? 

A) Conditional Surrender 
B) Unconditional Surrender 
C) Conditional Passivity 
D) Conditional Share 
E) Unconditional Share

Question 51

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

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

Question 52

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

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

Question 53

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

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

Question 54

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 55

Which of the following is NOT an online advertising format? 

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

Question 56

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 57

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 58

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 59

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 60

Which of the following is an online advertising format? 

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

Question 61

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 online advertisement is this? 

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

Question 62

Which type of online 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

_____ 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 pin numbers.

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

Question 64

Which general objective for assessing online advertising effectiveness makes use of the metric of the profile of website visitors? 

A) the exposure value of a website 
B) the usefulness of websites 
C) the quality of customer relationships 
D) the ability of a site to hold users' attention 
E) the ability to target users

Question 65

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 66

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 67

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 68

_____ 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 69

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

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

Question 70

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 71

_____ 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 System (SMS) 
E) Blogging

Question 72

_____ is a way of publishing sound files online,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 73

John was going to his favorite sports website 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 online ad is this? 

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

Question 74

 Which general objective for assessing online advertising effectiveness makes use of the metric of the proportion of repeat customers? 

A) the exposure value of a website 
B) the usefulness of websites 
C) the ability of a site to attract attention 
D) the ability to target users 
E) the quality of customer relationships

Question 75

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 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

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 78

_____ are ads that appear between two content Web pages.

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

Question 79

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 80

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