Deck 15: Using Digital Interactive Media

Question 1

The Internet has opened the door to electronic commerce.

Answer 1

True
Explanation: The fastest-growing advertising medium in history, the Internet, has opened the door to electronic commerce.

Question 2

The development of Web browsers made viewing Web pages easy.

Answer 2

True
Explanation: Viewing Web pages was made easy by the development of Web browsers, software that interpreted HTML.

Question 3

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

Answer 3

True
Explanation: Legitimate e-mail advertisers are required to clearly mark the e-mail as advertising, provide a valid reply-to e-mail address, and allow recipients to opt out of future mailings.

Question 4

In the context of traditional media,time and space are not limited resources.

Question 5

Spam 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.

Question 6

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

Question 7

The percentage of the U.S.population able to access the Internet has seen a steady decline.

Question 8

Viral marketing is the Internet version of word-of-mouth advertising.

Question 9

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

Question 10

For advertisers involved in e-commerce,some site publishers offer an affiliate marketing program by which they exempt the advertisers from paying the transaction cost.

Question 11

A Web site is used as a supplement to a microsite.

Question 12

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

Question 13

Advertisers can buy specific keywords that bring up their ads when a user's search request contains these words.

Question 14

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

Question 15

The standard superstitial ad is quite small and plays for a very short period of time.

Question 16

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

Question 17

A centralized network is characterized by many different hubs and links,which allows continuous communication even if some connections stop working.

Question 18

One of the disadvantages of the Internet is that it does not allow data to be accumulated based on advertising efforts.

Question 19

Currently,the leading national advertisers spend only a small portion of their marketing communications budget on interactive media.

Question 20

Third-party ad servers deliver ads from across multiple Web domains to one central source.

Question 21

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 22

Which of the following is true of a centralized network?

A) It is characterized by more than two hubs.
B) It consists of two primary hubs.
C) In this system, a hub like a TV station distributes content to many receivers.
D) In this system, if a hub is knocked out, communication does not cease.
E) It cannot be used as an advertising media.

Question 23

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

Question 24

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

Question 25

Software using HTTP interacts with _____,which are small pieces of valuable information that get stored in Web browsers when one loads certain Web sites.

A) worms
B) Trojans
C) cookies
D) viruses
E) digital signatures

Question 26

Which of the following is true about behavioral targeting?

A) It is unable to track people's behavior on the Internet.
B) It cannot track viewers anonymously.
C) It cannot use encrypted identification numbers.
D) It tends to be too invasive into consumers' lives.
E) It does not allow advertisers to place cookies on the user's browser.

Question 27

Cookies are best defined as:

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

Question 28

_____ digital data transmission enables single wires to carry multiple signals.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 29

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) The percentage of the U.S. population able to access the Internet on a regular basis continues to decline.
D) People without a high-school education are restricted from using the Internet in the U.S.
E) Currently, the majority of Internet users are educated, White, upscale males.

Question 30

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) Internet reach is the lowest among non-Hispanic whites.
C) The Internet is part of the World Wide Web.
D) The percentage of the U.S. population able to access the Internet on a regular basis continues to decrease.
E) ICANN is the regulatory authority controlling any Internet communication.

Question 31

_____ are specifically designed to deliver promotions 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) Worms
D) Desktop meters
E) Trojans

Question 32

Sponsored SMS is the form of advertising that represents the smallest inventory.

Question 33

Viral marketing is the Internet equivalent of billboards and hoardings.

Question 34

Which of the following is true about third-party ad servers?

A) Third-party ad servers can deliver ads from multiple sources across multiple Web domains.
B) Third-party ad servers cannot deliver ads from a single source.
C) Third-party ad servers can deliver ads from one central server across multiple Web domains.
D) Third-party ad servers are restricted to delivering ads to a single Web domain.
E) Third-party ad servers cannot control the rotation and distribution of their advertisements.

Question 35

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

A) The Internet has opened the door to electronic commerce.
B) The percentage of the U.S. population able to access the Internet on a regular basis continues to decrease.
C) Interactive TV is not a form of digital media.
D) The Internet is still a niche advertising medium as it is costly.
E) Internet reach is the lowest among non-Hispanic whites.

Question 36

When mobile advertising was first introduced,the carriers controlled a lot of the inventory as they limited the amount of traffic that went outside their deck.

Question 37

One of the differences between the Internet and traditional media is that:

A) traditional media content has been delivered through a distributed network.
B) in traditional media, space is not a limited resource.
C) the consumers using the Internet consume content in an appointment viewing mode.
D) internet audiences are typically content consumers.
E) the Internet, from its beginnings, has been interactive.

Question 38

HTML allows for the relatively easy creation of displays,called _____,that can be easily linked to all kinds of content,including other sites.

A) worms
B) Web pages
C) Trojans
D) broadband connections
E) cookies

Question 39

A defining characteristic of distributed networks is that it:

A) has a single hub.
B) has many different hubs.
C) cannot accommodate more than two hubs.
D) cannot accommodate more than two links.
E) has a single link.

Question 40

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

Question 41

In the context of ad networks,which of the following statements is true?

A) They eliminate the possibility of Web masters cheating the system by artificially increasing the number of page requests.
B) They pool hundreds or even thousands of Web pages.
C) They do not cover small Web sites.
D) They restrict advertisers from gaining maximum exposure.
E) They do not facilitate advertising across pages.

Question 42

Which of the following is a disadvantage associated with the use of ad networks?

A) It cannot deal with more than one Web page.
B) It does not cover small Web sites.
C) It is difficult to monitor these Web sites.
D) It does not facilitate advertising across pages.
E) It restricts advertisers from gaining maximum exposure.

Question 43

Which of the following is a defining characteristic of Google's sponsored links?

A) The advertisers do not have to pay Google.
B) As in the case of banner ads, advertisers pay just for being included in the search results.
C) The amount that an advertiser owes for each click-through is not actually set by Google but it is determined in an auction.
D) The amount that an advertiser owes for each click-through is set by Google.
E) The amount that an advertiser owes for each click-through is set by the IAB.

Question 44

A(n)_____ is used as a supplement to a Web site by advertisers.

A) e-mail id
B) microsite
C) banner ad
D) Web page
E) broadband

Question 45

Which of the following is true about Google's sponsored links?

A) The advertisers pay Google only when a search engine user clicks on the link and visits the sponsor's site.
B) As in the case of banner ads, advertisers pay just for being included in the search results.
C) The payment involved is not performance-based.
D) The amount that an advertiser owes for each click-through is set by Google.
E) The amount that an advertiser owes for each click-through is set by the IAB.

Question 46

A(n)_____ is the term used to describe direct links to deeper areas of the Web site.

A) landing page
B) broadband
C) preroll
D) Trojan
E) interstitial

Question 47

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.The use of _____ will most likely to solve this problem.

A) Trojans
B) advertising impressions
C) ad networks
D) behavioral targeting programs
E) worms

Question 48

Which of the following most effectively enables one to compare the Internet's advertising effectiveness to other media?

A) Trojans
B) Click rates
C) Landing pages
D) Digital signatures
E) Worms

Question 49

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 50

Uranus,a Web site dealing with the latest trends in fashion has a banner link to an online clothes retailer.When consumers purchase from the retailer,through this link,the site publisher receives a percentage of the sale for showing the banner.On the basis of the given information we can say that this is an example of:

A) cloud computing.
B) affiliate marketing.
C) behavioral targeting.
D) sugging.
E) buffering.

Question 51

The difference between a corporate site and a commerce site is that:

A) a commerce site is used primarily to sell a product.
B) a corporate site is used primarily to sell a service.
C) a commerce site is used primarily to give background information about an organization's service.
D) a commerce site is used primarily to give background information about an organization's product.
E) a corporate site is used primarily to sell raw materials.

Question 52

For advertisers involved in e-commerce,some publishers offer a(n)_____ program whereby they charge a percentage of the transaction cost.

A) sugging
B) behavioral targeting
C) affiliate marketing
D) whistleblowing
E) interstitial fee

Question 53

Internet advertisers work through ad networks,which:

A) act as brokers for advertisers and Web sites.
B) is used as a supplement to a Web site.
C) restrict unreliable sources from tracking people's behavior on the Internet.
D) tabulate all the Internet activity on a computer.
E) record all the Internet activity on a computer.

Question 54

What is the most basic form of Internet advertising?

A) E-mail ad
B) Spam
C) Ad banner
D) Interstitial
E) Internet classified ad

Question 55

Which of the following is true of banner ads?

A) They are smaller in size as compared to buttons.
B) They are always free and advertisers do not have to pay to the Web sites involved.
C) The standard size for an ad banner is 900 pixels (picture elements) wide by 90 pixels high.
D) They cost less than buttons.
E) They spread across the top or bottom of the Web page.

Question 56

Google is an example of a(n):

A) ad network.
B) Trojan.
C) cookie.
D) banner ad.
E) search engine.

Question 57

_____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information.

A) Buttons
B) Trojans
C) Cookies
D) Banners
E) Search engines

Question 58

In the context of purchasing advertising space,some publishers charge their clients according to click-throughs,that is:

A) the clients need to pay when a user actually clicks on a banner ad to visit the advertiser's landing page.
B) the clients need to pay when a user clicks to visit the Web site on which the ad is displayed.
C) the clients need to pay only when a consumer purchases a product from the advertiser's home page.
D) the clients need to pay in advance for uploading their ads on a Web site.
E) the clients need to pay a fixed amount for every banner ad.

Question 59

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.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.When consumers purchase golf clubs,through this link,the site publisher receives a percentage of the sale for showing the banner.On the basis of the given information we can say that this is an example of:

A) spamming.
B) affiliate marketing.
C) behavioral targeting.
D) interstitial advertising.
E) sugging.

Question 60

In the context of the various measurements used to compare the Internet's advertising effectiveness to other media,the click rate is:

A) the number of ad impressions divided by the number of clicks on an ad.
B) the number of ad impressions added to the number of clicks on an ad.
C) the number of ad impressions subtracted from the number of clicks on an ad.
D) the number of clicks on an ad multiplied by the number of ad impressions.
E) the number of clicks on an ad divided by the number of ad impressions.

Question 61

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 62

Which of the following is true about classified ad Web sites?

A) They do not allow the search to be narrowed down to a particular city.
B) They do not list local advertisers.
C) They are typically supported by ad banners of other advertisers.
D) They do not allow the search to be extended nationwide.
E) They do not offer free classified advertising opportunities.

Question 63

Christina visits www.skylarkhomepage.com,and finds a lot of small icons that are linked to advertisers' landing pages.It would be most accurate to refer to these icons as:

A) buttons.
B) cookies.
C) billboards.
D) interstitials.
E) pixels.

Question 64

Electronic junk mail is also called:

A) spam.
B) responsible e-mail.
C) cookie.
D) Trojan.
E) blog.

Question 65

DVRs are also referred to as:

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

Question 66

In the context of mobile advertising,the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

A) index
B) button
C) deck
D) banner
E) cookie

Question 67

"In the 2000s,the Internet is a global medium." Explain.

Question 68

OpenReader.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) affiliate marketing.
C) marquee banner advertising.
D) behavioral targeting.
E) sugging.

Question 69

Which of the following is an advantage typically associated with the use of the Internet as a medium of advertising?

A) The Internet offers mass media efficiency.
B) The Internet is controlled by a single entity.
C) The IAB can be directly held accountable for any security issues related to the Internet.
D) Every country has the technology infrastructure to provide Internet services to the public.
E) Customers and other stakeholders can respond to a company's media communications in real time.

Question 70

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

A) spam
B) snail-mail
C) rich-mail
D) button
E) interstitial

Question 71

_____ is a catchall term for a variety of ads that pops up on the screen while the computer downloads a Web site the user has clicked on.

A) CAPTCHA
B) Trojan
C) Interstitial
D) Banner
E) Button

Question 72

What was the network used by ARPAnet?

Question 73

Briefly describe the inception of the Internet.

Question 74

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

Question 75

Which of the following is one of the drawbacks of Internet advertising?

A) The medium is standardized.
B) The medium is controlled by a single entity.
C) It is not interactive in nature.
D) It uses a centralized network to deliver its content.
E) It cannot offer adequate mass media efficiency.

Question 76

Briefly describe keyword purchase.

Question 77

Which of the following is true about rich-media advertising?

A) It does not incorporate ads with audio elements.
B) It includes graphical animations.
C) It does not incorporate ads with video elements.
D) They can typically display 15-minute animations.
E) It restricts ads from floating over the page.

Question 78

Which of the following is true of buttons?

A) They are more expensive than banners.
B) They are the most common unit of Web advertising.
C) They typically refer to a variety of ads that play between pages on a Web site.
D) They are not typically linked to the advertiser's landing page.
E) They take up lesser space than banners.

Question 79

While accessing Google.com to locate information about the safety of children's stilts,Vanessa sees an ad for Almamater.com popping up on her screen.The Almamater.com ad would most likely be classified as a(n):

A) non-addressable Web site.
B) interstitial.
C) button.
D) spam.
E) cookie.

Question 80

_____ 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) Cookie