Deck 15: Using Digital Interactive Media

Question 1

Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

Answer 1

False

Question 2

The leading national advertisers spend the smallest portion of their marketing communications budget on interactive media.

Answer 2

True

Question 3

The majority of people who use the Internet are well-educated,upscale,white males.

Answer 3

False
Explanation: Recent research has proven that its users are much more diverse.

Question 4

Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising.

Question 5

The development of Web browsers made viewing Web pages easy.

Question 6

The Internet is a global network of computers that communicate with one another through protocols.

Question 7

Most Internet advertisers use media buying services to purchase Internet ad space.

Question 8

The simplest way to measure the Internet audience for an ad is the click rate.

Question 9

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program.

Question 10

Rich mail allows graphics,videos,and audio to be included in the e-mail message.

Question 11

Owing to the legislations on spam mailing,marketers are focusing their efforts on prospecting customer retention and relationship management (CRM).

Question 12

Traditionally,media content has been delivered through distributed networks.

Question 13

The number of Internet users,as well as the amount of time spent by each user,has started a slight decline.

Question 14

Interactive marketing is a marketing tool that leads people to the purchasing or relationship-building process.

Question 15

Advertorials are effective tools in Internet advertising and often are incorporated into WWW publications.

Question 16

The Internet is the fastest-growing medium in history.

Question 17

The Internet's ability to hypertarget is one of the many ways it sets itself apart from television.

Question 18

The phrase "customer retention and relationship management" was coined in 1997 by Steven Jurvetson and his partners at the venture capital firm Draper Fisher Jurvetson.

Question 19

Spam is just electronic junk mail.

Question 20

As Web advertising tools,buttons take up less space than banners.

Question 21

Interactive TV is powered by digital video recorders,sometimes also called personal video recorders.

Question 22

With regard to Web media,stickiness refers to an industry term that refers to the ability of a site to maintain a repeat audience.

Question 23

_____ is often cited as an example of the new Internet philosophy that the future of the Web is in companies that encourage user sharing and collaboration.

A) Ebay
B) Google
C) Wikipedia
D) Amazon
E) Youtube

Question 24

Which tool,as utilized by Nielsen - Online,is used to tabulate,measure,and record all Internet activity on a computer?

A) Interstitial
B) Superstitial
C) Carrier's deck
D) Desktop meter
E) Kiosk rater

Question 25

_____ digital data transmission enables single wires to carry multiple signals,or channels.This technology makes it possible to download large graphic files and play games online.

A) Narrowband
B) Wideband
C) Ultraband
D) Broadband
E) Baseband

Question 26

Two main companies that help in the media planning process on the Internet are:

A) Google and DoubleClick.
B) DoubleClick and Atlas DMT.
C) Craigslist and eBay.
D) AdForum and Co Score.
E) Nielsen-Online and ComScore.

Question 27

One of the major advantages of the Internet is its centralized authority and accountability.

Question 28

_____ are small pieces of information that get stored in your Web browser when you load certain Web sites.

A) Worms
B) Trojans
C) Cookies
D) Viruses
E) Digital signatures

Question 29

Viral marketing is the Internet equivalent of billboards and hoardings.

Question 30

Traditionally,media content has been delivered through _____ networks in which a hub,such as a TV station,distributes content to many receivers.

A) centralized
B) pivotal
C) peripheral
D) distributed
E) decentralized

Question 31

_____ deliver ads from one central source,across multiple Web domains,allowing advertisers the ability to manage the rotation and distribution of their advertisements.

A) Third-party ad servers
B) Cookies
C) HTTP
D) Desktop meters
E) Carrier's decks

Question 32

A _____ network is characterized by many different hubs and links,which allow continuous communication even if some of the links stop working.

A) centralized
B) permanent
C) constant
D) distributed
E) decentralized

Question 33

WAP banners are a common form of mobile advertising and very similar to online banner advertising.

Question 34

Which of the following statements about Internet users is true?

A) Less than 20 percent of Internet users are female.
B) The Internet does not exhibit the cultural diversity that is so readily visible in our population.
C) The average Internet user is steadily getting younger.
D) The majority of Internet users have some college education.
E) Citizens of developing countries make maximum usage of the net.

Question 35

Which of the following is true regarding Internet usage and its audience?

A) Television viewership has gained in spite of the emergence of the Internet.
B) Media spending on the Internet has grown substantially.
C) In the U.S., men are heavy internet users when compared to women.
D) For people without a high-school education, Internet usage has increased dramatically.
E) Currently, the majority of Internet users are educated, White, upscale males.

Question 36

Which of the following represents the idea that the future of the Internet is in companies that encourage user sharing and collaboration?

A) World Wide Web
B) Web 2.0
C) DSL
D) Grid computing
E) Distributed computing

Question 37

The Internet is a global network of computers that communicate with one another through _____ which are common rules for linking and sharing information.

A) interfaces
B) interstitials
C) functionalities
D) portals
E) protocols

Question 38

Which of the following is true regarding the Internet?

A) The evolution of the Internet can be traced back to the development of ARPAnet.
B) The Internet was designed to be an international defense communication network.
C) The Internet is part of the World Wide Web.
D) HTML is one of the protocols used to create effective Web displays.
E) ICANN is the regulatory authority controlling any Internet communication.

Question 39

The two main companies that help in the media planning process on the Internet are Nielsen-Online and _____.

A) comScore
B) internetworldstats.org
C) Versign
D) Wikipedia
E) ICANN

Question 40

Which of the following statements about digital interactive media is true?

A) Advertisers have not yet made any use of CD-ROM technology.
B) Advertising in the Internet is regulated by the ICANN.
C) Interactive TV is a form of digital interactive media.
D) The Internet is still a niche advertising medium as it is costly.
E) Researchers have predicted that Internet advertising will decline during the next five-year period.

Question 41

Buttons:

A) are more expensive than banners.
B) are the most common unit of Web advertising.
C) often look like icons.
D) are not typically linked to the advertiser's landing page.
E) take up more space than banners.

Question 42

In terms of most advertisers working through ad networks,which of the following statements is false?

A) Such advertising is more difficult to monitor.
B) Each site must be watched for traffic and content.
C) There are problems when trying to calculate costs.
D) Advertisers get only minimum exposure because it does not cover the smaller sites.
E) A few Web masters try to cheat the system by artificially increasing the number of page requests.

Question 43

Two simple ways to measure the Internet audience for your advertising banner are:

A) reach and frequency.
B) ad impressions and click rates.
C) cookies and CPMs.
D) response rates and viewing time.
E) viewing frequency and viewing time.

Question 44

Internet advertisers work through _____,which act as brokers for advertisers and Web sites.

A) ad networks
B) media houses
C) ad consortia
D) media planners
E) viral marketers

Question 45

When Taylor accessed Yahoo!,he noticed at the top of his computer screen an interesting question,"Would you like to know the names of the 100 greatest movies of all times?" When he clicked on the question,he was taken to Spree.com,a site with over 65,000 VHS movies for sale.What did Taylor see at the top of his screen when he was using Yahoo!?

A) A Web site ad
B) An interstitial
C) A banner ad
D) An Internet classified ad
E) A sponsored Web page

Question 46

After learning that the mother of Ty Cobb,a famous baseball player,killed Cobb's father,Robert wanted to know more about the incident.After dialing up the connection,he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses using a(n):

A) interconnect.
B) search engine.
C) Intranet browser.
D) addressable medium.
E) Web directory.

Question 47

What is the most basic form of Internet advertising?

A) E-mail ad
B) Search engine ad
C) Banner ad
D) Interstitial
E) Internet classified ad

Question 48

The IAB defines a(n)_____ as "an opportunity to deliver an advertising element to a Web site visitor."

A) ad impression
B) catalog
C) click rate
D) ad network
E) microsite

Question 49

A Web site that is devoted to providing golfers with information on golf courses has a banner ad on its home page for a manufacturer of golf clubs.This is more than likely an example of:

A) spamming.
B) an affiliate marketing program.
C) viral marketing.
D) interstitial advertising.
E) an addressable home page.

Question 50

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

A) hypertext medium language
B) meta-mail
C) rich mail
D) interconnects
E) interstitials

Question 51

When Megan saw the banner ad for Prim Fashion Design School on her screen,she clicked on the ad to connect the school's homepage.If the advertising rate for the banner ad were determined by the number of people who saw the banner,clicked on it,and visited the homepage,then the method would be called:

A) click-throughs.
B) costs per click.
C) advertising links.
D) media linkages.
E) site landing pages.

Question 52

Cookies are:

A) another term for Internet advertising buttons.
B) a static form of interstitial advertising.
C) animated ads that pop up on the screen while the computer downloads a Web site the user has requested.
D) the small ads at the corners of the screen that link users and Web site sponsors.
E) small pieces of information that gets stored in your Web browser when you load certain Web sites.

Question 53

One of the problems facing most Internet marketers is how to get enough reach from their Web advertising.There are millions of Web pages,many of which are potential sites for effective ads._____ have been used to partially solve this problem.

A) Addressable landing pages
B) Guiding search engines
C) Ad networks
D) Media exchanges
E) Web brokers

Question 54

All of the following are true about classified ad Web sites EXCEPT:

A) they offer excellent opportunities for local advertisers.
B) they are a growing type of Internet advertising.
C) they are typically supported by ad banners of other advertisers.
D) they are very similar to the classified ads found in newspapers.
E) they offer paid classified advertising opportunities.

Question 55

_____ is a catchall term for an animated ad that pops up on the screen while the computer downloads a Web site the user has clicked on.

A) CAPTCHA
B) Natural medium
C) Interconnect
D) Interstitial
E) Avail

Question 56

Which of the following is NOT a type of Internet advertising opportunity?

A) Rich media
B) Home pages
C) Banners and buttons
D) E-mail advertising
E) Sponsorship

Question 57

A banner:

A) has a standardized pricing scale.
B) is priced according to its size.
C) is a form of viral marketing.
D) costs less than buttons.
E) is the most basic form of Web advertising.

Question 58

When Kristen visited www.milliondollarhomepage.com,she found a whole screen full of small icons that linked to advertisers' landing pages.The correct name for these icons is:

A) buttons.
B) banners.
C) avails.
D) interstitials.
E) proxies.

Question 59

_____ advertising includes graphical animations and ads with audio and video elements that overlay or even float over the page.

A) Iconic
B) Rich-media
C) Viral
D) Device
E) Web crawler

Question 60

When Meredith accessed Google.com to locate information about the safety of children's stilts,an ad for Classmates.com popped on her screen and asked if she knew if her class was having a reunion.The Classmates.com ad would be classified as a(n):

A) non-addressable Web site.
B) interstitial.
C) interconnect.
D) viral marketing tool.
E) avail.

Question 61

_____ generally refers to unsolicited,mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

A) Self-mailer
B) Spam
C) Firewall
D) Statement stuffer
E) Cracker

Question 62

Which of the following would be a major concern for a national electronics retailer that wants to advertise its video and hand-held games via the Internet given that it would like to provide 15-second previews of its games?

A) Poor reach
B) The interactive nature of the medium
C) Inability to provide in-depth information
D) Prospecting
E) Advertorials

Question 63

Which of the following is an example of interactive media?

A) CD-ROM catalogs
B) Point-of-purchase displays
C) Stand-alone kiosks
D) DVDs
E) A corporate blog

Question 64

A national retailer of stationery might decide to use Internet advertising to take advantage of:

A) its quick downloads.
B) the absence of concerns about security and privacy.
C) its affluent market.
D) its ability to inexpensively target an audience.
E) its standardization.

Question 65

_____ are really just a description of the ability to transmit multiple signals simultaneously on one data line.

A) Download speeds
B) Interactive sessions
C) Multimedia
D) Broadband connections
E) Networking setups

Question 66

Which U.S.department is responsible for the creation of the Internet?

Question 67

The benefit of _____ is storage space; a high concentration of data,combined with full motion video and high-quality audio,and that it can be stored on one disk.

A) DVD
B) VCR
C) interactive TV
D) digital media
E) magnetic tapes

Question 68

The DVD is ideal for use in a kiosk because of which of the following features?

A) Storage capacity
B) Lower cost
C) Universal availability
D) Interactivity
E) Compatibility with other media

Question 69

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

Question 70

Which of the following statements about the CAN-SPAM Act is false?

A) Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising.
B) It is known as the "Controlling the Assault of Non-Solicited Pornography and Marketing" Act.
C) Legitimate e-mail advertisers are required to allow recipients to opt out of future mailings.
D) The first lawsuits under the act were filed against companies that had sent nearly a million e-mails advertising TiVo's "Showcase" feature.
E) Legitimate e-mail advertisers are required to provide a valid reply-to e-mail address.

Question 71

According to a national survey of dog owners conducted by a brand of dog litter,23 percent of owners say that their dog has an accident in their home at least once a month."Poop Confessions" was a new campaign from a manufacturer of dog litter.The campaign featured humorous undercover interviews with dogs confessing why they have accidents inside their homes.Viewers were asked to send the interviews to friends who owned dogs.This was an example of:

A) spam.
B) a meta ad.
C) marquee banner advertising.
D) viral marketing.
E) an interstitial.

Question 72

What kind of network do interactive media use to deliver their content?

Question 73

FrugalReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:

A) viral marketing.
B) a meta ad.
C) marquee banner advertising.
D) spam.
E) an interstitial.

Question 74

The _____ is the page customers are directed to when they use their mobile phones to access the Web.

A) Index
B) Landing page
C) Deck
D) Banner
E) DSL

Question 75

Fun K Town is a gaming Web site for children that use its games to promote sugary breakfast cereals through the playing of the site's games.Fun K Town is one of a number of Web sites maintained by food companies that target children under age 12.This is an example of which type of Internet advertising?

A) Viral marketing
B) A meta ad
C) Marquee banner advertising
D) Spam
E) Sponsorship

Question 76

DVRs are sometimes also called:

A) kiosks.
B) signage.
C) personal video recorders.
D) voice mails.
E) set-top boxes.

Question 77

Which of the following statements describes an advantage that is enjoyed by any user of Internet advertising?

A) The Internet is standardized.
B) Targeting costs can be among the least expensive relative to any other media.
C) The medium ensures fast downloads.
D) All countries have the technology infrastructure to provide Internet services to the public.
E) The Internet allows consumers to directly interact with an advertiser, thereby establishing future relationships.

Question 78

According to recent findings mentioned in the text,where is Internet penetration growing the fastest?

Question 79

Electronic junk mail is also called:

A) spam.
B) responsible e-mail.
C) solicited e-mail.
D) RSS.
E) blogs.

Question 80

What is the most basic form of Web advertising?