Deck 17: Internet Media

Question 1

The Internet can be used for branding purposes:

A) as long as these efforts stand alone as a communication piece.
B) because it is fairly simple to adapt this medium to branding and image-creating strategies.
C) since there are many tools such as videos and animation that can create a transformational experience for the consumer.
D) with the use of consumer-generated content, which resonates more closely with the audience.

Answer 1

C

Question 2

Advertisements that appear on the screen when someone is browsing on the Internet are known as:

A) pop-unders
B) interstitials
C) pop-ups
D) banners

Answer 2

C

Question 3

At the website for iVillage.com,there is an ad that stretches across the top of the page for Clinique cosmetics.If you click on the ad,it will take you to the Clinique website where you can purchase Clinique cosmetics.The Clinique ad that appears at the iVillage website is an example of a(n):

A) interstitial
B) banner
C) pop-up
D) sponsorship

Answer 3

B

Question 4

A preliminary page that precedes the homepage of an Internet site is known as a(n):

A) pop-up.
B) splash page.
C) interstitial.
D) sponsored link.

Question 5

A website demonstrates _____ if it offers multiple opportunities for the consumer to act upon,such as links,buttons,or connections to other utilities like social media.

A) responsiveness
B) reciprocity
C) nonverbal information
D) stickiness

Question 6

Approximately ____ percent of all Canadians accessed Internet media from any location in 2011,with nearly universal access for those under _____.

A) 80; 50
B) 86; 55
C) 90; 35
D) 68; 40

Question 7

Procter & Gamble's website,Vocalpoint,provides moms access to information,products,and samples and is a forum for feedback on new ideas and products.It was established to achieve the objective of:

A) creating business-to-business opportunities.
B) generating on-line sales.
C) facilitating interaction.
D) disseminating information.

Question 8

_____ is/are newer computer software technology that permit(s)user interaction such as expansion of the ad,additional product description or movement that appears video-like.

A) Interstitials
B) Rich media
C) Secure sites
D) Pop-ups

Question 9

Which of the following is NOT one of the four broad communication objectives of a website?

A) disseminate information
B) create awareness
C) stimulate category purchase
D) build brand image

Question 10

A website's _____ is the extent to which someone involved in communication over the Internet perceives the communication to be reciprocal,responsive,speedy,and characterized by the use of nonverbal information.

A) effectiveness
B) impact
C) interactivity
D) stickiness

Question 11

The Internet may not be the optimal medium for awareness in many situations due to its limited _____.

A) recall
B) branding
C) frequency
D) reach

Question 12

While Annie waited for the Mendocino apparel site to download,a small ad encouraging her to check out the summer clothes at the Hudson's Bay website appeared on her computer screen.The Hudson's Bay ad is an example of:

A) content sponsorship
B) an interstitial
C) push technology
D) a pop-up

Question 13

Banner ads:

A) have a link embedded allowing users to move to another digital location.
B) are mainly found at the top of the home page of Internet portal sites.
C) are the reason why click rates in Canada are extremely high.
D) cannot be measured for effectiveness, and this is the reason why advertisers are moving to other forms of Internet advertising.

Question 14

______ are ads that appear underneath the Web page and become visible only when the user leaves the site.

A) Pop-unders
B) Cookies
C) Interstitials
D) Pop-ups

Question 15

Which of the following statements about the Internet's objective of disseminating information is true?

A) In business-to-business markets, having a website has become a necessity, especially for buyers to get detailed information about the seller's offerings.
B) Due to privacy issues, certain levels of government have reduced their use of the Internet to provide citizens with information.
C) Many consumer companies no longer use their websites as a means of communicating information about their products and services. They are turning instead to various forms of social media.
D) Consumer-generated content, as a means of disseminating information, suffers from lack of credibility.

Question 16

A substantial form of advertising on the Internet is _____,in which advertisers pay only when a consumer clicks on their ad or link from a search engine page.

A) banners
B) content sponsorship
C) pop-ups
D) paid search

Question 17

Internet media advertising is so pervasive that specialized recognition now happens in the form of which awards?

A) E-Promo Awards
B) Webby Awards
C) Interactive Marketing Awards
D) Canadian Marketing Association Interactive Awards of Excellence

Question 18

Extensive use of pictures,sounds,and animation in a website demonstrates _____.

A) responsiveness
B) reciprocity
C) nonverbal information
D) stickiness

Question 19

The most common form of advertising on the Web is:

A) pop-ups
B) interstitials
C) banners
D) sponsorships

Question 20

Which of the following statements about display advertising on the Internet is NOT true?

A) Internet display ads tend to look like the ads found in print media.
B) Display ads are placed on virtually any Internet site, including social media and within e-mail messages.
C) Canada's top advertisers put half of their display ad expenditures in social media.
D) While display advertising revenue has grown substantially, it is still nowhere near the revenues generated by magazine advertising.

Question 21

Current SMS codes may eventually be replaced with 2-dimensional barcodes called:

A) 2-D SMS.
B) Smart-codes.
C) quick response codes.
D) 2-dimensional mobile codes.

Question 22

Each of the following is a limitation of SMS codes EXCEPT:

A) There is a time delay for registration with the Canadian Wireless Telecommunications Association to protect consumers against spam.
B) The relatively low penetration of smart phones in Canada does not ensure that the use of SMS advertising will deliver a favourable ROI to advertisers.
C) Cell phone carriers are not all fully able to work with each type of code.
D) Marketers are concerned with not having the proper metrics with which to measure success.

Question 23

Each of the following is a form of mobile advertising EXCEPT:

A) short message service (SMS)
B) pay-per-view
C) display/sponsorship
D) search

Question 24

Air Miles sending permission-based text alerts customized by transaction activity to encourage shopping at affiliated sponsors is an example of:

A) SMS advertising.
B) cooperative advertising.
C) digital partnership.
D) mobile display advertising.

Question 25

The increased use of streaming video advertising messages is a direct result of:

A) the increased penetration of broadband into households.
B) the decreased readership of newspapers among young adults in Canada.
C) the decreased viewership of television shows across all age groups.
D) the fact that young viewers are looking for more exciting and engaging content.

Question 26

Almost all of Google's revenue comes from selling advertisements associated with:

A) search keywords.
B) name brands.
C) retailers.
D) banner ads.

Question 27

The most prominent form of advertising on podcasts at this time is:

A) paid search.
B) sponsorship.
C) interstitials.
D) There is no advertising on podcasts.

Question 28

As of 2012,_____ was the dominant provider of paid search advertising.

A) Yahoo
B) Microsoft
C) Google
D) Facebook

Question 29

_____ is the process of improving the volume of traffic driven to one's site by a search engine through unpaid results as opposed to paid inclusions.

A) Google AdSense
B) Keyword targeting
C) Search engine optimization
D) Popularity detection

Question 30

Which of the following is NOT a recommended strategy for search success?

A) Optimize customization through past search history.
B) Embed keyword text in visuals on the company's web page.
C) Pay extra money for the search terms to increase the site's ranking.
D) Provide unique and valuable content to appeal to designers of other sites so they will include a link on their site.

Question 31

______ is a medium that uses the Internet to distribute audio and video files for downloading to various portable handheld devices for learning or entertainment purposes.

A) Paid search
B) Video on demand
C) Digital video ads
D) Podcasting

Question 32

An Internet display ad is said to be socially-enabled if it is an ad that ____

A) targets consumers who are new to social media.
B) links to a social networking site when clicked.
C) is published on a social networking site.
D) is published on a social networking site and links to another social networking site when clicked.

Question 33

Promotional planners consider social media to be a media type,just like television or radio.Carrying that notion through would mean that social networking would be the ____,and Facebook would be an example of a ____.

A) media class; media vehicle
B) objective; social media site
C) media vehicle; media strategy
D) mobile strategy; tactic

Question 34

For a few years now,phones have permitted users to receive ______ content known as multimedia messaging services.

A) spam
B) text messages
C) video
D) audio

Question 35

Which of the following is true about cellphone apps?

A) Mobile app penetration slowly reached over 50% of all smart phone users in 2012.
B) The highest use of cellphone apps is for social networking.
C) The type of mobile apps that people access does not seem to vary according to the age of user.
D) The number of mobile apps a person downloads does not seem to vary by age of user.

Question 36

Online directories such as Kijiji and Auto Trader have stolen a significant portion of ad revenue as a direct substitution for:

A) Yellow Pages ads.
B) Google search ads.
C) Newspaper classifieds.
D) Local radio ads.

Question 37

______ are ads found on Internet sites such as Kijiji and Auto Trader,where consumers search for information when comparison shopping.

A) Pay-per-click ads
B) Classified and directory ads
C) Used goods advertising
D) Banner ads

Question 38

TV broadcasters are developing apps to foster enhanced viewer experiences while watching TV shows on their mobile devices.This relatively new phenomenon is referred to as:

A) auxiliary advertising.
B) second-screen experience.
C) TV-to-mobile video viewing.
D) mobile direct streaming.

Question 39

One of the newest and fastest growing forms of electronic advertising is:

A) mobile advertising.
B) sponsorships.
C) digital billboards.
D) video advertising.

Question 40

Which of the following is NOT a way that companies are using video advertising on the Internet?

A) Companies create new video messages for the Internet.
B) Companies run the same spots they show on TV, using a hosting site such as YouTube.
C) Companies run a television spot and then direct consumers to their website in order to view it, or a sequel to it, again.
D) Companies generally run longer video ads, of two minutes or more, on hosted sites such as YouTube and others, because of the captive audiences found there.

Question 41

Vehicles on the Internet where users can share video,photo images,and audio media are called:

A) social networking sites.
B) content communities.
C) podcasts.
D) interactive activity zones.

Question 42

Each of the following is a social media class resulting from user-generated content EXCEPT:

A) collaborative projects
B) podcasts
C) blogs
D) virtual game worlds

Question 43

In what form of social media advertising does the message from a customer during a performance of Cirque du Soleil act as a testimonial so that potential customers can virtually experience the spectacle?

A) promoted tweet
B) promoted account
C) blog post
D) social networking exchange

Question 44

____ targeting is the practice of advertising on a particular Internet site based on its content.

A) Time of day
B) Contextual
C) Subject matter
D) Behavioural

Question 45

Research has defined consumers' online brand-related activities (COBRAs)as being each of the following EXCEPT:

A) consuming
B) contributing
C) critiquing
D) creating

Question 46

Ad products such as promoted accounts,promoted tweets,and promoted trends are all associated with which social media application?

A) Facebook
B) Foursquare
C) Twitter
D) Tumblr

Question 47

Targeting consumers according to their website-surfing conduct is known as:

A) contextual targeting
B) attitudinal targeting
C) behavioural targeting
D) site-loyalty targeting

Question 48

Which of the following is NOT a key question that marketers are asking in relation to using Twitter for advertising?

A) What message should be sent via Twitter?
B) How frequently should the messages be sent?
C) Why would someone be motivated to receive our Twitter feed?
D) Is the consumer-generated content on our Twitter feed be something that we need to monitor?

Question 49

Many applications for directing display ads to any other Internet site rely on _____ to determine which sites would be appropriate.

A) media planners
B) results from second-screen experiences
C) targeting
D) mobile direct streaming media

Question 50

YouTube generates revenue through each of the following EXCEPT:

A) viewing fees.
B) standard banner display ads.
C) rich media ads.
D) in-video overlay ads.

Question 51

The targeting that allows advertisers to adjust their brand messages depending upon where the user is located is known as:

A) contextual targeting
B) latitudinal targeting
C) geographic targeting
D) environmental targeting

Question 52

The most significant media trend in recent years is:

A) the melding of sales promotion and advertising activities.
B) the consumer adoption of social media.
C) the incidence of multiple television sets in the majority of Canadian households.
D) video gaming.

Question 53

Rating products,joining a brand's social network page,and commenting in brand blogs are all part of this consumers' online brand-related activity (COBRA).

A) consuming
B) contributing
C) critiquing
D) creating

Question 54

Virtual game world advertising is most closely aligned with which traditional media vehicle?

A) billboards
B) product placement
C) public relations
D) cinema advertising

Question 55

Which of the following statements is NOT true regarding time of day targeting?

A) Working people are accessing Internet media during the day for business purposes, primarily in the morning.
B) Internet accessing declines during the afternoon and dinner time and then peaks again during the evening for leisure purposes.
C) Recent Canadian data suggest that the biggest growth in Internet media use is evening access of news and information sites.
D) Time of day targeting allows advertisers to direct a message to consumers when they are consuming certain Internet media vehicles.

Question 56

Which of the following scenarios might lead one to consider sites like Facebook to be "earned" media?

A) The brand develops a Facebook page with similar content to its branded website, in order to extend the brand's image.
B) Ads are displayed on third-party Facebook pages.
C) Ads on Facebook pages are targeted according to the visitor's online surfing behaviour.
D) Consumers visit a branded Facebook page, "like" it, and further communicate their positive consumption experiences.

Question 57

Which of the following statements is true regarding behavioural targeting?

A) Behaviour is not a critical variable when applying audience segmentation to Internet advertising.
B) Research has determined that a consumer's leisure-oriented Internet behaviour is more indicative of one's purchase patterns than their business-oriented behaviour.
C) Clickstream data can help identify segments of potential buyers in order to direct ads specifically to them.
D) There is a one-to-one correlation between a consumer's Internet surfing behaviour and their intention to purchase.

Question 58

YouTube channels host branded video messages,thus offering an organization a form of _____ media.

A) earned
B) social
C) consumption
D) owned

Question 59

Who is required to pay when a person retweets,replies,favourites,or clicks on a brand's promoted tweet?

A) the consumer
B) the advertiser
C) Twitter
D) there is no cost to do these things

Question 60

Because a branded Facebook page further promotes the brand's image and extends the content of the brand's website,one might call it a form of _____ media.

A) earned
B) social
C) consumption
D) owned

Question 61

The need for digital ad placement firms is supported by the fact that:

A) celebrities are charging exorbitant rates to add their voice to a brand's social media presence.
B) the blogosphere is very fragmented, which makes it difficult to determine where to place one's ads.
C) personal bloggers wield a great deal of influence over consumers when describing their brand experiences.
D) specialized vehicles like blogs and YouTube channels are selling their advertising space far too cheaply to be effective.

Question 62

____ reflect the writings of an individual,a community,a political organization,or a corporation.

A) Promoted tweets
B) User-generated content
C) Blogs
D) Video overlays

Question 63

Loyal customers can be awarded with _____ such as ringtones,wallpapers,emoticons,etc.

A) promotional overlays
B) branded content
C) digital treats
D) contest overlays

Question 64

The _____ of the Internet make it possible to carry on one-to-one marketing with increased success in both the business and the consumer markets.

A) interactive capabilities
B) media image
C) costs
D) creativity

Question 65

One example of the use of _____ on the Internet is provided by Chrysler.Working with reporters,Chrysler developed a one-stop information source for the media.

A) sales promotion
B) personal selling
C) direct marketing
D) public relations

Question 66

The measurement of the number of users exposed to a Web page is called:

A) page impressions.
B) visits.
C) unique visitors.
D) ad impressions.

Question 67

Which of the following is NOT an advantage associated with using the Internet?

A) its ability to target very specific groups of individuals
B) interactive capabilities of the medium
C) lack of clutter
D) potential for creativity

Question 68

Which of these has been cited as a disadvantage associated with using the Internet?

A) message tailoring
B) limited creativity
C) interactive capabilities
D) poor reach

Question 69

Marketers use ______ to reward loyal customers with various types of points,badges,opportunities to play extended games and other incentives through:

A) wikis and sales promotions
B) electronic overlays
C) digital treats
D) virtually continuity programs

Question 70

Yesterday when Enrique checked his e-mail,he had an offer to buy software that would make it easier for him to file his income tax next year.This e-mail offer is an example of how the Internet and _____ can complement each other.

A) sales promotion
B) personal selling
C) direct marketing
D) public relations

Question 71

In terms of sales promotional tools such as contest entries and other incentives,Internet media:

A) acts as the delivery or execution mechanism.
B) is a buffer between more credible branded content and short-term promotional hype.
C) is not very useful due to audience fragmentation.
D) ensures continued use of the product beyond the promotional timing.

Question 72

Blogs are a multifaceted brand communication tool,in that it provides all of the following opportunities EXCEPT:

A) paid media through ad placement within the blog.
B) user-generated content allowing for only positive feedback, as the blogger monitors and controls added content.
C) owned media akin to the brand's website.
D) a friendly public relations face to the general public.

Question 73

A collaborative project which permits users to add,remove,or change text-based content is known as:

A) a tweet.
B) a user-generated promotion.
C) a wiki.
D) a group think.

Question 74

A ______ is a Web-based publication consisting primarily of periodic articles.

A) sales promotion
B) podcast
C) blog
D) social networking site

Question 75

The basic problem regarding measuring Internet effectiveness is:

A) it concerns with research methods curtailed measurement activities.
B) standardizing a method for determining the size of the audience.
C) that technical procedures for accurately reporting are not in place.
D) HYPERLINK "" that industry representatives could not agree upon guidelines.

Question 76

Which of the following is NOT a social bookmarking site?

A) Twitter
B) Pinterest
C) Reddit
D) Facebook

Question 77

The measurement of the number of user interactions with an ad is called:

A) page impressions.
B) ad impressions.
C) clicks.
D) click-through rate.

Question 78

Bloggers act similarly to journalists who feature product stories in traditional print media.This gives them:

A) source credibility with consumers.
B) the ability to charge whatever they wish for ad space within their blogs.
C) access to free products and passes to events.
D) the space to write as much as they wish about a particular subject or experience.

Question 79

All of the following are results of the IAB task force formed to address issues surrounding Internet effectiveness measures EXCEPT:

A) Identified technical procedures for accurately reporting when an ad impression had occurred.
B) Developed accepted procedures for auditing the data which are different from those of traditional major media.
C) Metrics were developed to determine the size of the target audience.
D) Agreed upon guidelines for the disclosure of research methodology were put into place.