Deck 14: Media Planning: Advertising and Ibp in Digitalinteractive Media

Question 1

A big advantage for advertisers using online advertising, mobile marketing, or website content is that these messages are delivered seven days a week, around the clock, whenever the receiver is logged on and active.

Answer 1

True

Question 2

Uninvited commercial messages sent to electronic mailing lists, Usenet groups, and other combinations of email addresses are known as spam.

Answer 2

True

Question 3

A search engine allows an Internet user to surf the Web by typing in key words and be
given a list of all websites containing those key words.

Answer 3

True

Question 4

Of all options available for Internet advertisers, the World Wide Web, or WWW, provides the widest and most diverse range of opportunities.

Question 5

Despite its massive growth and popularity, the Internet will not replace all other forms of advertising, and, most likely, will not become the main method of advertising for the world's biggest spenders.

Question 6

It may seem strange to think of our own email or a website we visit as "media," but they are ways to reach us as consumers, so that's how advertisers view them.

Question 7

An example of IBP via digital/interactive media is seen on a popular social media site.Potential customers go to this site voluntarily, based on a personal interest, and a brand exposure just happens to show up on the site in a "natural" way.

Question 8

Currently, the Internet is being accessed worldwide by about 1.7 billion users.

Question 9

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 10

Digital/interactive media advertising on the Web has finally emerged as a legitimate option due, in part, to strong selectivity, tracking, deliverability, flexibility, and reach, among other reasons.

Question 11

Companies are now spending more than $10 billion annually to advertise on digital/interactive media, with "paid search" in the lead at $3 billion.

Question 12

The Internet is essentially a young person's medium as well as target market, since the population of daily users aged 65 and older is quite small: less than 1 million.

Question 13

Overall, the Internet has now finally become the advertising option that it was expected it to be.

Question 14

When Web media is combined with traditional media, the broad goal is to have the Web generation seek out and pay attention to messages on the Web more than those sent through traditional media.

Question 15

Almost 45 percent of Americans now use the World Wide Web.

Question 16

A website is a collection of Web pages, images, videos, and other digital content hosted on a Web server.

Question 17

Display/banner ads and websites allow advertisers to measure with some accuracy the actual individual responses to an ad, something that is unattainable in current forms of traditional media.

Question 18

The two main forms of digital/interactive media used by consumers are email and the World Wide Web.

Question 19

Not long ago you could prepare and buy relatively inexpensive banner ads, but in recent years the cost of Internet advertising has skyrocketed.

Question 20

The reach of the Internet, that is, the use of this medium by audiences, is larger than all other media except for television.

Question 21

One big advantage of rich media/video and audio is that it can lead to click-through rates that are hundreds of times greater than those for display/banner ads.

Question 22

The social aspect of the Internet is one of the most important reasons for its success.

Question 23

Digital/interactive media advertising and promotion will not likely become the "lead tool" in IBP campaigns very soon, especially when measured by dollars spent.

Question 24

An ad for microwave popcorn appears next to your email messages.This is a banner ad, and there is a good chance you won't click on it because click-through rates for banner ads are now only 0.1 percent.

Question 25

Second Life is a website that perfectly demonstrates the concept of viral marketing, allowing visitors to sample videos and pass them on to others.

Question 26

Online brand communities behave much like communities in the traditional sense, complete with their own cultures, rituals, and traditions.

Question 27

From a technological standpoint, it appears that two technologies related to digital/interactive media will have the biggest impact on the future of IBP-Internet TV and Internet radio.

Question 28

Hits are the number of occasions in which user X has interacted with website Y during time period Z.

Question 29

Page views measure how many pages, or html files, have been sent to someone's computer, but they don't indicate how many visitors the website has had.

Question 30

The newest venue for viral campaigns involves online videos of television commercials or their followup ads.

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

A relatively new technology that has advertising potential is the widget, a module of software that accesses a "featured store" with specials or sales, available to consumers via a simple click-through.

Question 33

Click fraud is a crime, one that is being monitored and detected by Google and Yahoo! by watching for repeated clicks or unusual visit patterns from anonymous servers.

Question 34

Though some sites have been successful with this, attempts at requiring registration have been largely rejected by consumers due to privacy concerns.

Question 35

Though commercial websites can cost millions to develop, launch, and maintain, such big dollars are not absolutely necessary to have a successful site.

Question 36

Web analytic software not only tracks traffic to a site, but tracks traffic within the site as well.

Question 37

A hit rate doesn't really reflect the number of consumers interested in a site.

Question 38

Many companies offer measurement services for interactive media, but there is no real industry standard for measuring the effectiveness of one interactive ad placement compared to another.

Question 39

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

Question 40

Pop-up ads have never been popular, but they seem to be more irritating than ever, with 80 percent of respondents in a recent survey saying they were annoying.

Question 41

Portals come in many forms-they can be

A)search engines, home pages, or websites.
B)general, vertical, horizontal, or community-based.
C)corporate, sponsored, branded, or not-for-profit.
D)websites, mash-ups, or page views.

Question 42

Email sent by advertisers to consumers with their consent is a marketing approach called

A)opt-in.
B)click-through.
C)mash-up.
D)page-view.

Question 43

For all that the Internet fundamentally is-a depository for almost limitless information, an email delivery system, an entertainment medium-it has exploded and become so much more in the last few years.One word tells us why.What is that word?

A)broadband
B)spam
C)e-commerce
D)wireless

Question 44

An important thing to remember about the reach of the Internet as an IBP medium is that

A)its reach varies dramatically, based on ever-changing levels of Internet traffic.
B)only about half of U.S.households have access, so reach is quite limited.
C)its reach seems large, but it doesn't allow for access to geographically diverse locations.
D)after TV and radio, no other medium has comparable reach.

Question 45

____ are the starting points for Internet exploring and searching.

A)Websites
B)Portals
C)Email addresses
D)Home pages

Question 46

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

A)it is much less expensive than traditional forms of media.
B)consumers don't consider commercial messages via Internet to be "ads."
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 47

A mash-up is a combination of

A)conflicting digital interactions when a website crashes during high consumer traffic.
B)several websites into a single site to provide additional information or opportunities.
C)pop-up and pop-under ads that act as a single unit.
D)for-profit and not-for-profit organizations on a site to benefit a charity.

Question 48

What companies became the first Internet service providers in 1994, with the idea of sending standard TV commercials in a new way?

A)Mosaic and Foxfire
B)Yahoo! and Google
C)Netscape and Internet Explorer
D)Prodigy and CompuServe

Question 49

Mass emailings that arrive as a form of marketing can get a 3 to 5 percent response compared with a 1 to 3 percent for offline direct marketing efforts.What term is used to describe these mass emailings?

A)pop-ups
B)widgets
C)spam
D)opt-ins

Question 50

The terms Internet and World Wide Web are often used interchangeably.Which of the following is accurate regarding these media elements?

A)The Internet provides the greatest possibilities among all options available to World Wide Web advertisers.
B)The World Wide Web is a web of information available to most Internet users.
C)The Internet is a massive search engine available to most users of the World Wide Web.
D)The two terms essentially refer to the same aspect of digital technology.

Question 51

Estimates suggest that more than ____ spam emails are sent every day worldwide, representing about ____ of all email traffic.

A)14 billion; 45 percent
B)6 billion; 65 percent
C)2 billion; 15 percent
D)400 million; 25 percent

Question 52

Which of the following is an example of a mash-up?

A)LuckySurf.com, which runs online contests in an attempt to gain loyal visitors
B)Dogpile.com, which combines the results of several search engines at once
C)Yahoo.com, which offers a massive search index containing millions of pages
D)Chicagocrime.org, which provides crime statistics and then pinpoints locations with GoogleMaps

Question 53

We are on the brink of a new technological revolution that is going to make even ____ seem old-fashioned.

A)Web pages
B)WiFi
C)cell phones
D)broadband

Question 54

A young man graduates with both journalism and communications degrees and finally has time to get his message out to the world.The digital/interactive media format he is considering has as its essential characteristics its informal style and its journal format.What is he interested in doing?

A)joining a social network
B)building a website
C)writing a blog
D)creating a corporate/brand home page

Question 55

Which up-and-coming technology offers a consumer "private hot spots" of wireless access virtually anywhere?

A)Mi-Fi
B)WiFi
C)WiMax
D)Ultrabroadband

Question 56

Many consumers access social media on the Internet while also using another form of media, providing a seamless interface.Which IBP tool do they use?

A)radio
B)direct mail
C)television
D)magazines

Question 57

The truly revolutionary feature related to the growth of the Internet has been its ability to

A)replace traditional forms of advertising.
B)grow beyond the $1 billion annually spent over the past few years.
C)alter the nature of communication within a commercial channel.
D)become the ultimate medium of today's young people.

Question 58

What applications of the Internet are most frequently used by American consumers today?

A)using email and accessing news or information
B)viewing videos and taking part in social networking
C)making online purchases and accessing email
D)paying bills and doing online comparison shopping

Question 59

The Internet's e-commerce is growing at an astounding rate, with annual consumer transactions now close to ____ and business-to-business interactions exceeding ____.

A)$30 billion; $800 billion
B)$800 billion; $400 billion
C)$100 billion; $1 trillion
D)$300 billion; $4 trillion

Question 60

A marketing director for a snack producer is trying to convince corporate executives to consider advertising on several blogs.One thing that he should remember about blogs is that they

A)do not generate a lot of trust among consumers.
B)are read by more than 80 percent of all Internet users.
C)can contain product pitches or messages without revealing any affiliations with the companies behind them.
D)provide the strongest reach of all formats on the Internet.

Question 61

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 62

Which type of Internet advertising is now the most prominent?

A)sponsorship
B)email messaging
C)display/banner
D)paid search

Question 63

An advertiser for a weight-loss product decides to use paid search.This means that it

A)pays websites and portals to place ads in or near certain lists of search results.
B)offers the same content materials a consumer would normally pay for using traditional media.
C)pays consumers a small amount to have them click on particular websites.
D)promotes itself at the portal or other entry place to the Web.

Question 64

A ____ provides information about an organization and its products or services in detail, often acting as a virtual brochure.

A)consumer blog
B)search engine optimizer
C)corporate/brand home page
D)virtual mall

Question 65

Academic research indicates that adding animation to an online ad increases the level of click-through, recall, and favorability.This is particularly good news for which type of digital/interactive media?

A)rich media/video and audio
B)display/banner
C)corporate/brand home page
D)splash screen

Question 66

Which social media website has taken an active role in welcoming advertisers by offering a media kit for setting up and launching an advertising brand location?

A)YouTube
B)LinkedIn
C)Google
D)Facebook

Question 67

With the increase of digital telecommunications devices, mobile marketing can take many forms.One interesting finding is that IBP communications through mobile devices

A)are more annoying to consumers than pop-up ads.
B)have the strongest appeal in television formats.
C)have managed to circumvent the need for permission marketing.
D)show surprisingly high recall.

Question 68

Social media offer unique opportunities for advertisers who understand their demographics.For instance, the largest demographic group using ____ is made up of 35- to 54-year-olds, and the fastest growing group is made up of those aged 55 and older.

A)Twitter
B)Facebook
C)MySpace
D)YouTube

Question 69

How are rich media/video and audio different from other Internet technology used for advertising?

A)by allowing for two-way interaction between consumer and advertiser
B)by incorporating visual and auditory elements on a corporate website
C)by streaming video or audio when the user's mouse passes over the ad
D)by launching virtual marketing emails that contain video and/or audio components

Question 70

An Internet user wants to move from one website to a related one.She requests the new page by clicking on a link, but then an ad message flashes in front of her while she waits for the page to be loaded.What type of advertising is this?

A)splash screen
B)display/banner
C)pop-under
D)widget

Question 71

In all of its forms, e-commerce is actually

A)branded entertainment.
B)product distribution.
C)point-of-purchase advertising.
D)direct marketing.

Question 72

Through ____, the Internet is currently the only mass medium capable of customizing a message for thousands or millions of receivers.

A)virtual worlds
B)email addresses
C)pop-ups
D)social networks

Question 73

Widgets are software modules that allow users to

A)drag and drop brand information into their personal blogs.
B)automatically access a corporate/brand home page.
C)customize the consumer information they want to receive on a regular basis.
D)click on multiple retail links to compare features and pricing.

Question 74

The annual numbers show very clearly that ____ account for the overwhelming majority of e-commerce sales transactions.

A)the Internet's three biggest retailers
B)business-to-business deals
C)paid searches
D)consumer purchases

Question 75

You are the marketing manager of a small corporate airline that handles business flights for executives and celebrities, but also specializes in group charters to major sporting events, concerts, and festivals.To reach businesspeople as well as affluent fans on the Internet, you will have to avoid the usual fare because these two target audiences ignore most advertising and hate distractions.However, they do tend to take note of online videos.So where should you put your advertising money?

A)viral marketing
B)email distribution
C)banners and displays
D)gaming sites

Question 76

A number of local retailers have set up their websites inside a virtual mall.This type of site is developed for a user to

A)stream video and audio from multiple corporate sites.
B)view multiple displays of point-of-purchase advertising.
C)find sites based on product categories.
D)search for sites by entering key words and scanning a list.

Question 77

About 68 percent of American households take part in these forms of digital/interactive media on computers as well as on mobile devices, and the average user is 35 years old.What are they?

A)social networks
B)virtual worlds
C)video games
D)virtual malls

Question 78

A soft drink advertiser decides to runs banner ads to direct preteens to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports, among others, because this tactic

A)links the banner with the home page.
B)targets specific market niches.
C)offers high-volume traffic rather than low-volume traffic for the same price.
D)has been shown by academic research to boost online sales.

Question 79

On its website, the Crayola company has managed to avoid the biggest failing of corporate sites.This is because it

A)has combined with not-for-profit organizations to create an educational experience.
B)provides massive amounts of information about the firm and its brands.
C)links to other sites involving art materials for children.
D)takes advantage of the Web's interactive capabilities with added content and activities.

Question 80

An Internet user goes to a large portal, types in a few key words, then receives a list of websites that may be of interest.Generally, the higher a site appears on the list, the more likely the user will visit that sight, so advertisers want to be affiliated with those sites that show up first.Which concept does this describe?

A)click fraud
B)ultrabroadband
C)viral marketing
D)search engine optimization