Question 1

Behavioral targeting can be done by

Accepted Answer

Behavioral targeting involves tracking a user's online behavior, which can be done by compiling their clickstream data (the sequence of websites they visit) and their Internet protocol (IP) information (their unique identification number assigned to their device). Options B, C, D, and E are not directly related to behavioral targeting.

Question 2

_____ are defined as "a broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, and animation."

Accepted Answer

The given definition matches the features of rich media, making option E the correct choice. Interstitials are full-page ads that appear between website pages or during transitions, support media refers to any media that supplements a message or advertisement, contextual ads are targeted ads that appear based on the user's search history, and simulations are interactive models or replicas of real-world scenarios.

Question 3

Once a user visits a website and leaves without purchasing a product, a specifically targeted ad is displayed on subsequent participating websites the user visits.This phenomenon is known as

Accepted Answer

This phenomenon is commonly known as retargeting, where a user who has visited a website but left without making a purchase is targeted with specific ads on subsequent websites they visit. This is done to increase the chances of the user returning to the original website and making a purchase.

Question 4

Advertisers employ search engine optimization (SEO) to

Accepted Answer

Advertisers use SEO to specifically target customers who are interested in their offerings. By optimizing their web pages with relevant keywords and ensuring their site appears high in search results, they can attract potential customers who are already interested in what they have to offer. This is a more effective approach than simply trying to attract customers through non-organic search processes or sponsoring website sections. SEO also allows advertisers to track the effectiveness of their campaigns and make adjustments as needed.

Question 5

_____ include all content that is created in flash.

Accepted Answer

Rich media includes all content created in flash, while banner ads, links, interstitials, and paid searches may or may not be created in flash.

Question 6

Jonathan visits iJaunty.com, a travel website, for information on the top-10 tourist destinations in the United States.When he exits the website, an ad for Emblazon cell phones appears on his computer screen, inviting him to purchase the cell phone at a discounted price.This ad is an example of

Accepted Answer

This ad is an example of a pop-under, which is a type of online advertisement that appears under the current browser window of the user, becoming visible only when the user closes or minimizes their main browser window. Unlike pop-ups, which appear over the browser window, pop-unders are less intrusive and may not be noticed until the user is done browsing.

Question 7

_____ is the process of improving the volume of traffic driven to one's site by a browser or web portal through unpaid (organic) results as opposed to paid inclusions.

Accepted Answer

Search engine optimization (SEO) focuses on improving the visibility of a website on search engine results pages (SERPs) through techniques such as optimizing website content, using relevant keywords, and building high-quality backlinks. This results in higher organic traffic to the website without paying for ads or inclusions.

Question 8

_____ are short featured films made by advertisers in which companies create their own content to advertise their products.

Accepted Answer

Webisodes are short featured films made by advertisers in which companies create their own content to advertise their products.

Question 9

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

Accepted Answer

Organic searches are those that appear because of their relevance to the search terms and not because of any paid advertisement or promotion. These results are based on the search engine's algorithm and are ranked based on factors like website authority, content relevance, and user experience.

Question 10

As defined by Merriam-Webster, _____ is "Forms of electronic communication (such as Web sites) through which people create online communities to share information, ideas, personal messages, etc."

Accepted Answer

The definition provided by Merriam-Webster matches the description of social media, which is focused on creating online communities for the purpose of sharing information, ideas, and personal messages. The other options, such as pre-rolls, native ads, rich media, and interstitials, are all types of digital advertising formats and do not match the given definition.

Question 11

In general, a site that ranks higher on a search page

Accepted Answer

A site that ranks higher on a search page is more visible to potential visitors, and therefore more likely to receive more traffic than a site that appears lower on the search results page.

Question 12

_____ is an Internet advertising strategy that is based on advertisers' targeting consumers by tracking their website surfing patterns, such as which websites they have visited and/or searches they have made.

Accepted Answer

Behavioral targeting is an Internet advertising strategy in which advertisers track consumers' website surfing patterns, such as what websites they have visited and what searches they have made, in order to better target their ads. This allows advertisers to display ads to consumers who are more likely to be interested in their products or services.

Question 13

Advertisers who target their advertising based on the information provided on web pages are using

Accepted Answer

The advertisers who target their advertising based on the information provided on web pages are using contextual advertising. Contextual advertising is a form of targeted advertising in which ads are displayed based on the content of the web page being viewed. This type of advertising is based on the context in which the ad is displayed, rather than on the behavior or characteristics of the individual user. Therefore, the most appropriate answer is E.

Question 14

The term _____ is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

Accepted Answer

Web 2.0 is specifically associated with the attributes of interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. Web 1.0 refers to the early static web pages, while paid search, rich media, and e-commerce are not directly related to these Web 2.0 attributes.

Question 15

As defined by Wikipedia, _____ is "a web advertising in which an advertiser attempts to gain attention by providing valuable content in the context of a user's experience."

Accepted Answer

The definition provided in the question is a clear description of native advertising, which is designed to blend in with the user's experience and provide valuable content. Behavioral targeting is a different form of advertising that targets users based on their online behavior. Ambient advertising refers to out-of-home ads that blend in with the environment. Support media advertising involves promoting a product or service through third-party content such as advertorials or product placements. Content sponsorship involves a brand sponsoring a piece of content. Therefore, the most accurate choice is B - native advertising.

Question 16

Clinton Steel Inc., a manufacturer of golf equipment, targets consumers based on their website surfing behaviors.The company places ads on websites where web traffic is highest for golf-related searches.In this scenario, Clinton Steel is using

Accepted Answer

Clinton Steel Inc. is targeting consumers based on their website surfing behaviors, which is a key characteristic of behavioral targeting. This approach involves delivering ads to consumers based on their past online behavior, such as the websites they visit, searches they conduct, and content they engage with. By placing ads on websites with high web traffic for golf-related searches, Clinton Steel is using behavioral targeting to reach a highly relevant and engaged audience.

Question 17

_____ are ads that appear on a user's computer screen while he or she is waiting while downloading content from a site.

Accepted Answer

Interstitials are ads that appear on a user's screen while they are waiting for content to load or transition between pages. They usually take up the entire screen and are often used on mobile devices. Pop-unders appear underneath the current browser window and are only visible once the user closes or minimizes their current window. Pay-per-clicks are ads where advertisers pay for clicks on their advertisements. Plug-ins are software components that add specific features to web browsers. Floating ads are ads that move around on the screen as the user scrolls through the content.

Question 18

Whereas behavioral advertising tracks surfing behaviors, contextual ads are determined by

Accepted Answer

Contextual ads are determined by the content on a web page, meaning they are relevant to the page's content the user is viewing at the moment.

Question 19

Pay-per-click advertising is an example of

Accepted Answer

Pay-per-click advertising is a type of nonorganic search, as it involves the use of paid advertising to appear at the top of search engine results pages, rather than relying on organic search engine optimization to improve visibility.

Question 20

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely interested in the content matter he or she is reading.

Accepted Answer

Native advertising is designed to blend in with the surrounding content, instead of standing out like a traditional advertisement. This makes it less intrusive while still catching the attention of interested readers.

Quiz 15: The Internet: Digital and Social Media