Deck 13: E-Marketing Communication: Paid Media

Question 1

Online gaming creates special opportunities for ________.

A) classified ads
B) contextual advertising
C) product placement
D) sponsored content

Answer 1

C

Question 2

Considering rich media ads, what is one downside of highly interactive display ads?

A) They do not always fully engage users
B) Click-through to the advertiser's Web site can be a complex process
C) The use
D) They require more bandwidth

Answer 2

A

Question 3

The terms paid media and advertising should not be used interchangeably because they are not the same thing.

Answer 3

False

Question 4

Regarding paid media, which of the following is most true?

A) The term is synonymous with advertising.
B) The line between physical and digital platforms is blurring.
C) The medium is not the appliance.
D) All of the above are true.

Question 5

In making an internet buy, what is the formula for calculating CPM?

A) Ad cost multiplied by audience size, divided by 1,000
B) Audience size divided by ad cost, multiplied by 1,000
C) Ad cost divided by audience size, multiplied by 1,000
D) Ad cost multiplied by audience size, multiplied by 1,000

Question 6

If an advertiser wants to narrowly target their well-defined markets through Facebook, what information do they need ?

A) Social performance metrics
B) Paid media records
C) Competitor profiles
D) Member profiles

Question 7

The most notable finding of comScore's research on internet advertising was that ________.

A) online brand communication effects actually decreased offline sales
B) the most effective Web ads in history were run by AT&T in 1994
C) online display ads improved online and offline sales and Web site visits even if people didn't click on the ads
D) consumers will click on ads, but only if it is preceded by trustworthy brand communication

Question 8

Social networks contain all of the following unique aspects except ________.

A) e-mail records
B) personal profile
C) data graph
D) interpersonal interaction data

Question 9

Mobile advertising can be viewed as a new area with ______.

A) great promise
B)
B) many unanswered questions
C) Both a and
D) None of the above.

Question 10

Which media do global consumers trust the most?

A) Earned media, followed by owned media, then paid media
B) Paid media, followed by owned media, then earned media
C) Owned media, followed by earned media, then paid media
D) Consumers trust all media equally

Question 11

Communications media are tools used for disseminating information, such as online video, e-mail, or newspaper.

Question 12

How does paid inclusion occur?

A) Text or display ads appear on the SERP.
B) An organization pays to be included in a searchable directory.
C) Sites receive guaranteed indexing in a search engine.
D) Google AdWords creates a customized, searchable ad.

Question 13

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.

A) SERP
B) SEO
C) CPM
D) AOL

Question 14

When considering which media to buy, marketers consider all of the following except ________ .

A) Media investment
B) Media characteristics
C) Media effectiveness
D) Media efficiency

Question 15

Paid social media advertising is used for ________.

A) building awareness
B) creating positive brand attributes
C) collecting valuable customer information
D) All of the above.

Question 16

When considering mobile advertising, how do marketers view the mobile phone?

A) As marketing's dilemma to be solved
B) As advertising's wasteland
C) As advertising's promised land
D) As marketing's ultimate search tool

Question 17

The best target audience for LinkedIn advertising is ________.

A) widely dispersed millennials
B) narrowly targeted business professionals
C) Retirees over age 50
D) High-achieving teenagers

Question 18

________ refers to reaching and gaining the attention of a target market at the lowest cost possible.

A) Eliciting
B) Effectiveness
C) Efficiency
D) None of the above

Question 19

Which of the following is true regarding advertising on the internet?

A) Many of the best ideas have already been developed.
B) Anything goes, and novelty gains attention.
C) Owned media claims the lion's share of revenue.
D) Consumer trust levels have never been lower.

Question 20

Considering social ads, a "social graph" is synonymous with _______.

A) business connections
B) friend connections
C) online popularity
D) number of "likes."

Question 21

Discuss the level of trust consumers place in media, and how that trust helps or hinders e-marketers.

Question 22

Considering formats for paid media, it is fair to say that anything goes.

Question 23

Describe the history and development of internet advertising.

Question 24

Reviewing the statistics for social media advertising, one can conclude that it is a promising and fast-growing media channel.

Question 25

Sponsored content is now illegal, due to the required separation of editorial and advertising content.

Question 26

How can advertisers know whether they have made an effective advertising buy?

Question 27

Globally, consumers trust paid media the most, followed by owned media.

Question 28

When deciding which media to buy, consumers' level of trust in each medium is relatively unimportant; it is more about effectiveness.

Question 29

When consider online advertising efficiency, marketers often evaluate vendor options using a metric called cost per thousand CPM). How is the metric calculated?

Question 30

Keyword advertising prompts text or display ads to appear on the SERP.

Question 31

Although smartphones and tablets have high penetration, mobile internet usage is unlikely to ever surpass computer usage.

Question 32

List and describe several paid media formats advertisers can use in a campaign.

Question 33

What are some of the major issues that may affect the future of mobile advertising?

Question 34

It is possible for an internet buy to be effective, but not efficient.

Question 35

The best paid media performance metrics closely match the campaign's objectives.

Question 36

Describe the differences between paid search, keyword advertising, and paid inclusion.