Question 1

When it comes to integrating coupons into the campaign, the most obvious media choices for creatives are:

Accepted Answer

Print media, such as newspapers and magazines, are the most commonly used platforms for offering coupons as they allow for easy access and redemption for the audience. Printed coupons can also be distributed through direct mail or placed in store displays, which can prompt impulse purchases. Outdoor, TV, and transit media may not be as effective for coupon integration as it may require a more immediate call-to-action or involve more steps for redemption.

Question 2

As Ad Age reported in 2012, the direct response slice of the advertising agency pie is approximately _________.

Accepted Answer

According to the Ad Age report from 2012, the direct response slice of the advertising agency pie is approximately $5 billion.

Question 3

Direct response media is measured based on the transaction rather than the _________.

Accepted Answer

B

Question 4

______________________ media is an interactive marketing system - it links the buyer and the seller directly and is the conduit for action.

Accepted Answer

Direct response media is designed to encourage the consumer to take an immediate action, such as making a purchase, placing an order, or visiting a store. It is interactive and allows for direct communication between the buyer and seller, making it an effective marketing system. In-store media, alternative media, and guerilla marketing can also be interactive, but they may not necessarily link the buyer and seller directly or be designed specifically for encouraging direct action.

Question 5

Geo-social networking sites are taking advantage of the _________ movement that focuses on local and social initiatives.

Accepted Answer

The correct term is "Lo So," which stands for Local Social. This movement emphasizes the importance of local and social initiatives, particularly in the context of geo-social networking sites that connect users based on their geographic locations and social interests.

Question 6

When an advertiser pays for each time an application is downloaded by a user, they are using the ____________ method.

Accepted Answer

The advertiser is paying for each time the application is installed by a user, so this is the Cost per Install (CPI) method. Option A (Cost per Action) refers to paying for a specific action taken by the user, not necessarily the download. Option C (Cost per Engagement) usually refers to paying for user interaction with the advertisement, not the download. Option D (Cost per Profile) is not a commonly used advertising metric.

Question 7

A website that is generally created and maintained by an individual and which includes regular entries of commentary, descriptions of events, or other material such as graphics or video is called:

Accepted Answer

The description provided perfectly matches that of a blog, which is a personal website where an individual shares their thoughts, opinions, and ideas through regular entries or posts.

Question 8

An example of a micro-blogging site which provides short messages primarily in text format would be:

Accepted Answer

Twitter is a micro-blogging site where users can post short messages called "tweets" that are primarily in text format.

Question 9

Social media represents a blending of traditional and digital media with a dose of _________ thrown in for good measure.

Accepted Answer

Social media's power lies in its ability to facilitate and amplify word-of-mouth marketing.

Question 10

In social media, a representation of the user including name, image, and a list of interests is known as:

Accepted Answer

A profile is a personal page or account on a social media platform that represents the user and includes basic information such as their name, profile picture, and bio. Interests and hobbies can also be listed on the profile.

Question 11

In-store media is no longer just in-store - the shopper is now _________ meaning they move seamlessly from in-store to online.

Accepted Answer

The term "omnichannel" refers to a seamless shopping experience across all channels, including in-store and online. This means that in-store media is no longer limited to just the physical store space, but must take into account the ways in which shoppers are using multiple channels to make purchase decisions.

Question 12

Which of the following IS NOT a type of in-store marketing?

Accepted Answer

Sweepstakes are not a type of in-store marketing.

Question 13

Which of the following IS NOT a key company associated with in-store signage:

Accepted Answer

The answer of Which of the following IS NOT a...

Question 14

All of the following are advantages of in-store media EXCEPT:

Accepted Answer

Short message exposure time is not an advantage of in-store media as it limits the time customers have to process and retain the message. The other options are advantages of in-store media.

Question 15

Most direct response segmentation is based on the RFM method which takes into account the reach, frequency, and __________ characteristics of current customers.

Accepted Answer

The RFM method takes into account the monetary characteristics of current customers, which includes their past purchase amounts and the frequency of those purchases. Reach and frequency are not specific to monetary value and multimedia or mass media are not relevant in this context.

Question 16

""Take ones"" and interactive kiosks would be considered what type of direct response media:

Accepted Answer

"Take ones" and interactive kiosks are both examples of out-of-home (OOH) advertising, as they are placed in public spaces outside of the home environment.

Question 17

When advertisers purchase static ads to be shown in the game, for example as billboards in a stadium, this is known as:

Accepted Answer

In-game environment advertising refers to ads that are integrated into the gaming environment itself, such as billboards within a virtual stadium, making the choice B correct.

Question 18

In 2013, Americans spent more than _______ on games alone.

Accepted Answer

In 2013, Americans spent more than $20 billion on games, highlighting the significant economic impact of the gaming industry.

Question 19

When a game is designed around a particular product or service it is known as what type of game advertising?

Accepted Answer

Advergames are games designed with the intention of promoting a particular product, service, or brand. They typically feature the company's name, logo, or products in some way and can be found online, on mobile devices, or as standalone arcade games. Advergames are a form of in-game advertising that can be effective in reaching a target audience and creating brand awareness.

Question 20

All of the following are types of payment methods for gaming advertisements EXCEPT:

Accepted Answer

All the options listed (CPM, Cost per view, Cost per session, and Cost per click) are valid types of payment methods for gaming advertisements. Therefore, there is no exception among the choices provided.

Quiz 4: Media Choices and Strategies for Direct Response and Alternative Advertising