Question 1

Data aggregators construct consumer profiles based on cookies documenting peoples' online surfing and identify prospective customers for specific products.

Accepted Answer

Data aggregators do indeed collect information about peoples' online activities through cookies and use this information to create consumer profiles and identify potential customers for targeted marketing.

Question 2

$\text{SOCIAL MEDIA MINI CASE:}$ In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

Accepted Answer

Kraft Foods could measure each team's degree of influence on Twitter by considering all the listed factors: A) the number of followers indicates the direct audience size, B) the number of people following the followers can show potential secondary reach, C) the frequency of updating tweets reflects the team's activity and engagement level, and D) the extent to which one's tweets are referenced or cited indicates the impact and spread of their messages.

Question 3

When Chandler, one of the characters on the television show Friends, drank YooHoo chocolate flavored beverage, it was an example of ________.

Accepted Answer

Chandler drinking YooHoo is an example of product placement, where a brand pays to have their product featured or used in a TV show or movie as a form of advertising.

Question 4

Which media type offers two-way communications between subscribers and providers of cable or satellite TV; enables marketers to send addressable ads and deploy interactivity between the sender and receiver; and enables marketers to measure the persuasive impact of their messages quickly and effectively?

Accepted Answer

The media type that offers two-way communications between subscribers and providers of cable or satellite TV; enables marketers to send addressable ads and deploy interactivity between the sender and receiver; and enables marketers to measure the persuasive impact of their messages quickly and effectively is interactive television (iTV).

Question 5

Impression-based targeting occurs when advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the target audience.

Accepted Answer

Impression-based targeting occurs when advertisers pay for each impression of their ad, regardless of whether the audience matches the profile of the target audience.

Question 6

Ford developed a series of ________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.

Accepted Answer

The term "webisodes" refers to short videos designed for online viewing, which fits the description of Ford's marketing campaign targeting college students and an active lifestyle. The other choices do not specifically apply to this type of online video advertising.

Question 7

When a company that produces cookies heats bus shelters in Chicago and makes them smell like fresh-baked cookies, they are engaged in ________.

Accepted Answer

The company is engaging in ambient advertising, which involves placing ads in non-traditional locations or using the surrounding environment to create an experience associated with the brand. In this case, heating bus shelters to emit the smell of cookies is a creative way to promote the cookie brand.

Question 8

Which media type provides access to large, heterogeneous audiences; is expensive; and suffers from consumers' time shifting?

Accepted Answer

Television provides access to large, heterogeneous audiences, but it is expensive and suffers from consumers' time shifting due to DVRs and streaming services. Magazines, radio, and newspapers may also provide access to large audiences but they may not be as heterogeneous and may not suffer as much from time shifting. Interactive television is a newer technology that is still evolving and may have potential to overcome some of the drawbacks of traditional television, but it is not yet widely available or adopted.

Question 9

Receivers' interest in segment-based targeted ads can be determined immediately by observing the elements they click on within the ads, how long they stay at the website, and how often they return.

Accepted Answer

The answer of Receivers' interest in segment-based targeted ads can...

Question 10

$\text{SOCIAL MEDIA MINI CASE:}$ In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, if the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.

Accepted Answer

To determine which team had the most loyal, long-term followers, the best metric to track would be return visits to the team pages on the website. This would indicate how many people consistently engaged with that team's content throughout the summer-long road rally. Unique visitors, cost per unique visitor, time spent, and page views may be useful metrics for other purposes, but they do not necessarily indicate loyalty or long-term engagement.

Question 11

$\text{SOCIAL MEDIA MINI CASE:}$ In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, if Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

Accepted Answer

Kraft Foods is utilizing paid social media when they pay Facebook for each click on their Wienermobile Run ad. Paid social media refers to advertising on social media platforms where the advertiser pays for advertising space or for their content to be promoted to a specific audience.

Question 12

One of the benefits of impression-based ads is receivers can view and rotate images, click on links for detailed information about the products, and compare brands.

Accepted Answer

Impression-based ads typically allow receivers to interact with the ads, such as viewing and rotating images, clicking on links, and comparing brands.

Question 13

Which media type provides high geographic and demographic audience selectivity, short lead-time for producing and placing ads, and online access to most broadcasts?

Accepted Answer

Radio provides high geographic and demographic audience selectivity through the use of local stations and formats. It also has a short lead-time for producing and placing ads, as well as online access to most broadcasts through streaming services and podcasts.

Question 14

Binge viewers are people who record an entire season of a TV series and then watch all the episodes consecutively and without commercials.

Accepted Answer

Binge viewing refers to the act of watching multiple episodes of a TV series in a row, often using a streaming service or recording the episodes to watch later. This is typically done without commercials interrupting the viewing experience.

Question 15

Companies from which country spend the most annually on branded entertainment?

Accepted Answer

The United States is home to many of the largest companies in the world and is also the birthplace of Hollywood, which heavily utilizes branded entertainment. Therefore, it is likely that US companies spend the most annually on branded entertainment.

Question 16

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

Accepted Answer

The billboard is a physical, out-of-home advertising medium that is utilizing technology to interact with passersby. It is not interactive television or webisodes, nor is it a branded entertainment piece or advergame.

Question 17

Feedback from ads placed in traditional media is usually delayed and often of limited use.

Accepted Answer

Ads placed in traditional media such as newspapers and magazines may have a delayed response time and the feedback received may be limited in terms of the type and amount of information provided. This can make it difficult to effectively measure the impact of the ad campaign and make adjustments in real time.

Question 18

________ feature(s)brands embedded in video games that are played at home, in arcades, or online.

Accepted Answer

Advergames are video games that feature branded content, such as logos or products, within the game itself. These games can be played at home, in arcades, or online, and provide a highly interactive and engaging way for brands to reach their target audience.

Question 19

$\text{SOCIAL MEDIA MINI CASE:}$ In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, the use of Twitter is an example of ________.

Accepted Answer

Twitter is a micro-blogging platform, which is a type of branded micro-blog.

Question 20

$\text{SOCIAL MEDIA MINI CASE:}$ In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.

Accepted Answer

When consumers share messages about a brand or product on their own social media channels without being paid or incentivized to do so, it is considered earned social media. In this case, consumers were encouraged to share messages about the Oscar Mayer Wienermobile Run on their own social media channels, making it an example of earned social media.

Quiz 8: From Print and Broadcast to Social Media and Mobile Advertising