Deck 14: Media Planning Advertising and Ibp in Digital and Social Media

Question 1

There are three media types in social media: earned, owned, and paid.

Answer 1

True

Question 2

User-generated content is the same as consumer-generated media.

Answer 2

True

Question 3

The first-generation Internet involves interactive online communication, participation, and engagement.

Answer 3

False

Question 4

Avatars are a part of consumer virtual identity, and may or may not accurately coincide with the consumers' "real identity."

Question 5

Social networking sites are not only used for personal networking with friends and relatives, but also for business and professional networking.

Question 6

It is difficult to leverage the online branding tools like blogs and social media sites to increase the consumer experience and hence the value of corporate websites.

Question 7

In video sharing websites, unregistered users can watch videos already posted to the site, while registered users are
permitted to upload videos and comment on other users' videos.

Question 8

In the context of social media advertising, earned media are brand assets or objects created within social networks by organizations.

Question 9

Virtual identity is how the consumer or brand uses images and text online to construct or showcase its identity.

Question 10

Web 2.0 leaves no trail of digital footprints, and hides one's online activities from future employers, spouses, and parents.

Question 11

Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run.

Question 12

Social news websites are sites that allow people to discover and share content from anywhere on the Internet by submitting links and stories to a central service.

Question 13

Digital marketers can create events with sponsors to help instill brand loyalty with offline, experiential marketing.

Question 14

Similar to social networking websites, blogs also permit readers to leave comments.

Question 15

Pay-per-click is an advertising revenue model where the advertiser is charged by the number of people who click on, or tap, the ad to pull it up for more information or to see the ad in entirety.

Question 16

Online advertisers want to know where and why consumers go online, and how that relates to where they go offline.

Question 17

In the context of social media advertising, paid media are advertisements that can be purchased on a social network or other digital platforms.

Question 18

Web 2.0 depends on mass collaboration as individuals simultaneously create value for themselves and others.

Question 19

Bloggers post content that include text and graphics, but not videos or links to other Web pages.

Question 20

Understanding the concept that virtual identities are indeed real to consumers can help consumer-minded businesses and organizations cater better to customer wants.

Question 21

A rectangular ad for microwave popcorn appears at the top of the home page of your favorite e-magazine.This is an example of a banner ad.

Question 22

Digital footprint is defined as your profile of personal information, accessible online to a spectrum of people.

Question 23

A disadvantage of using email marketing is the lack of measurability of the effectiveness of the campaign.

Question 24

A customer searches for air conditioners online, and finds other advertisements from well-known air conditioning brands quoting the prices of their products.This is an example of search engine optimization.

Question 25

Advertising and brand placement within video games is called advergaming.

Question 26

A privacy seal enables a private purchase to become more socially embedded.

Question 27

The Internet may provide segmented audiences to a point, but it is not really a suitable format for niche marketing.

Question 28

A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.

Question 29

If you choose to block the websites that track your online activity, you will actually reduce the number of relevant advertisements targeted toward you.

Question 30

Digital and mobile advertising is most easily integrated and coordinated with other forms of promotion.

Question 31

A person fills out an online form and gives his permission to a bookstore retailer to send messages about new books, sales, and special incentives to his email address.This is referred to as viral marketing.

Question 32

Pop-up ads are not the best choice for advertising a product because most people find them annoying.

Question 33

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.

Question 34

A venue for viral campaigns is online videos of either television ads or follow-ons to television ads.

Question 35

On a cost-per-thousand (CPM) basis, the cost of Web ads for the most part compares favorably with ads placed in traditional media.

Question 36

Online resistance is an attitude or behavior of consumers against the digital marketing movement.

Question 37

IBP communications through mobile devices achieve surprisingly high recall and effectiveness if the consumer prefers to enable location.

Question 38

Common use of social networking brings disclosure issues to different audiences, and consumers should be aware of some vulnerabilities like loss of information control and digital vigilance.

Question 39

Email is one of the least expensive marketing tools and provides the highest return on investment relative to other forms of online marketing.

Question 40

Interstitial ads appear on a site after a page has been requested but before it has loaded, and stays onscreen long enough for the message to be registered.

Question 41

is an advertising revenue model where the advertiser is charged by the number of people who click on the ad to pull it up for more information.

A)Bounce rate
B)Click-through
C)Pay-per-click
D)Paid search

Question 42

Which of the following is true of traditional media and digital media?

A)Digital media can never have the reach or impact that traditional media has.
B)Traditional media is a dying medium and social media will soon replace it.
C)Both need to create their own niche and function independently of one-another.
D)Both should be seamlessly integrated for maximum impact.

Question 43

One of the advantages of using social news sites is that:

A)they provide advertising opportunities to World Wide Web advertisers.
B)they are wonderful for raising reach and spreading the word quickly.
C)they cannot be used by competitors to create negative publicity about an organization.
D)they are not vulnerable to hackers.

Question 44

Which of the following is an example of site stickiness?

A)The official Facebook page of Peyton Inc.is under maintenance.
B)A consumer visits his Facebook profile every evening after reading his emails.
C)Fifty percent of the visitors to Peyton Inc's website move onto another site within 10 minutes of visiting the site.
D)A consumer visits the Peyton Inc.website several times a day, and spends hours checking the new collection.

Question 45

are consumer-generated images that an online user portrays, which may or may not accurately coincide with the consumers' "real identity."

A)Click-throughs
B)Avatars
C)Big data
D)Interstitial's

Question 46

Which of the following best defines social media?

A)It involves writing articles related to business and publishing them online on syndicated article sites.
B)It consists of developing a website or placing banner advertisements on other web sites.
C)It is a group of Internet-based applications that allows for the creation and exchange of user-generated content.
D)It is a system of Internet servers that support specially formatted documents.

Question 47

The core of social media is:

A)consumer privacy and confidentiality.
B)the convenience it provides to direct marketing.
C)the security of individual and brand identity.
D)individual empowerment and democratization of knowledge.

Question 48

Which of the following is true of paid media?

A)It leverages a call to action to like brands on social media sites.
B)They are advertisements that can be purchased on a social network or other digital platforms.
C)It is the incremental exposure that a brand earns through viral engagement and interactions with the brand.
D)They are brand assets or objects created within social networks by an organization.

Question 49

Which of the following is a predominant concern relating to social media?

A)Management of various portals
B)Consumer privacy
C)Cost-effectiveness
D)Restrictions to freedom of speech

Question 50

is how a consumer or brand uses images and text online to construct or showcase its identity.

A)Virtual identity
B)Social couponing
C)Personal identity
D)Blogging

Question 51

In the context of photo-sharing websites, which of the following is more likely to attract the attention of a viewer?

A)A photo that looks natural and authentic
B)A photo that has been digitally enhanced
C)A photo that was captured using professional equipment
D)A photo that was captured by a professional photographer

Question 52

is a metric that measures the percentage of people who come from or go to another site after clicking on one site.

A)Visibility
B)A social media engagement
C)Site stickiness
D)A Bounce rate

Question 53

_brand.

A)Paid
B)Owned
C)Hyper
D)Earned

Question 54

As a brand manager, one must track what is being said by consumers, interpret consumer-generated information, and respond to social media posts and comments.This entails:

A)spending time on social networking sites.
B)hosting regular feedback sessions.
C)developing brand image.
D)expertise in branding and excellent socialization skills.

Question 55

Which of the following is true of a blog?

A)It contains text, but not graphics and videos.
B)It allows users to tag other users in their networks.
C)It focuses on helping users find and add friends and contacts.
D)It is a site written and maintained by individuals.

Question 56

To be most effective, brands should leverage social media as a digital advertising opportunity that can target by _____.

A)demographics
B)consumer lifestyle
C)geographic locations
D)consumer age

Question 57

allow people to discover and share content from anywhere on the Internet by submitting links and stories to a central service.

A)Article marketing websites
B)Archive sites
C)Social news websites
D)Government sites

Question 58

Which of the following is true of Web 2.0?

A)It depends on mass collaboration as individuals simultaneously create value for themselves and others.
B)It involves one-way messaging and online information retrieval.
C)It cannot be used for addressing consumers during crisis management.
D)It ignores consumer privacy and people feel unsafe in sharing information on the Internet.

Question 59

A recent graduate decides to pursue his passion in writing.His strengths are that he is very good with digital and interactive media, prefers writing in a journal format, and has a unique and informal style of writing.Which of the following avenues would best suit his abilities?

A)Writing a newspaper column
B)Creating a website
C)Writing a blog
D)Developing a corporate home page

Question 60

enable users to post and read short messages, and the posters are restricted by the number of characters in the message.

A)Micro-blogs
B)Add-ons
C)Metafiles
D)Widgets

Question 61

The goal of tracking online consumer behavior is essentially to:

A)catch people's attention and entice them to visit the marketer's home page.
B)compute a site's advertising value based on traffic, ad rates, and evaluations of the site's quality.
C)help bring more relevant and useful ads that are specific to consumers' wants and needs.
D)fine­tune a Web user's search to more relevant and specific websites.

Question 62

An organization needs to reach out to a specific target audience, and has decided that it wants to use social media advertising to do so.It wants to buy specific keywords to accurately target the audience who would want to see these ads.The aim is to get a high effective exposure rate and engagement rate without invading consumer privacy.Which of the following advertising revenue models would best suit the organizations's needs?

A)Bidding for ad words
B)Pay-per-click
C)I-Traffic Index
D)Pop-under ads

Question 63

is the trail of social media and online information on a person, organization, or brand.

A)Virtual identity
B)I-Traffic Index
C)Digital footprint
D)Web 2.0

Question 64

Cranola Inc.has newly set up a website where customers can obtain information as well as buy its products.It notices that people who visit its website are instantly interested in the products, and 85% of the visitors end up making purchases.However, it also notices that the number of visitors are very low as they don't find it on their searches very often.Which of the following should Crayola include in its IBP campaign to increase its website's visibility and traffic?

A)Pop-under ads
B)Interstitial ads
C)Buzz marketing
D)Search engine optimization

Question 65

Tina is playing Candy Crush on Facebook.All of a sudden, she gets a message saying that if she watches an ad, she can earn an extra life.This is an example of a(n) .

A)pop-up ad
B)sponsored story
C)app ad
D)post ad

Question 66

In the context of social media advertising, which of the following is a reason for online resistance?

A)The absolute cost for ads placed in traditional media tends to be lower than those placed on the Web.
B)Social media provide a seamless interface with television.
C)Consumers have a perception that marketers and advertisers are stomping on their sacred territory.
D)Consumers are cautious because the Internet leaves a trail of digital footprint.

Question 67

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to:

A)link the banner with the home page.
B)target specific market niches.
C)offer high-volume traffic rather than low-volume traffic for the same price.
D)boost web visits and gain more likes.

Question 68

Which of the following is an advantage of the pay-per-click model?

A)It is less vulnerable to click fraud.
B)Advertisers have to pay only for a pulled exposure.
C)People who click on the ad usually buy the product which is more profitable.
D)It is the least expensive Internet advertising model.

Question 69

On a cost-per-thousand (CPM) basis, the process of running Web ads:

A)is virtually nonexistent because there is no charge for most ads.
B)is much less expensive than ads placed in traditional media.
C)compares favorably with ads placed in traditional media.
D)becomes a great deal more expensive than ads placed in traditional media.

Question 70

Which of the following is fundamental to achieve a high exposure rate, and to drive interaction and engagement for advertisements through social media?

A)Having a large network and a scalable fan base for the brand page
B)Placing ads on websites that attract visitors from different market segments
C)Promoting sponsored stories on social networking sites
D)Setting up pay-per-click ads on social networking websites

Question 71

The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process.This is due to the:

A)new and important opportunities for Web advertisers with respect to interactivity.
B)frequency with which consumers check social media.
C)sheer volume and popularity of going online in general.
D)flexibility and deliverability of Web advertising.

Question 72

An Internet user goes to a large portal, and types in a few key words.He receives a list of websites that might be of interest.Most often, the higher a site appears on the list, the more likely the user will visit that website.Therefore, advertisers want their websites to appear first.Which of the following concepts is described in this scenario?

A)Click fraud
B)Ultrabroadband
C)Viral marketing
D)Search engine optimization

Question 73

One big advantage for advertisers using the Internet as their medium is that:

A)it is much more secure than traditional forms of media.
B)consumers consider commercial messages via Internet to be more reliable.
C)the format is unique and uncluttered because few commercial organizations use it.
D)it is a precise way to target particular markets and narrow segments.

Question 74

A(n) ad is an ad that opens in a separate window while a page is loading.

A)post
B)interstitial
C)pop-up
D)app

Question 75

In which of the following ways can consumers block websites that track them?

A)By changing their social network login passwords regularly
B)By making use of cookies when they visit websites
C)By using software sites that utilize big data
D)By having just one social networking account per person

Question 76

An Internet user wants to move from one website to a related one.She requests for the new page by clicking on a link, but an ad message flashes in front of her while she waits for the website to load.This is known as a(n) .

A)interstitial ad
B)display/banner ad
C)post ad
D)widget

Question 77

refers to a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways.

A)RDBMS
B)Ordinal data
C)Big data
D)Metadata

Question 78

An advertiser for a weight-loss product decides to use paid search.This entails:

A)paying websites and portals to place ads in or near relevant search results based on keywords.
B)offering the same content material that a consumer would normally pay for using traditional media.
C)paying consumers a small amount to have them click on the particular websites.
D)promoting the product at the portal or other entry places to the Web.

Question 79

How can an advertiser best leverage the power of E-search in advertising?

A)By making an ad that motivates consumers to use the Internet to obtain more information on a brand.
B)By completely moving from traditional to digital advertising.
C)By making social media app ads that tend to generate consumer loyalty toward a brand.
D)By calculating the I­Traffic Index that computes a site's advertising value.

Question 80

A is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser.

A)digital footprint
B)post ad
C)cookie
D)privacy seal