Question 1

Ads with social context attempt to take advantage of the concept of social proof - detracting legitimacy from a product through its association with your friends.

Accepted Answer

Ads with social context aim to enhance legitimacy and appeal of a product by associating it with your friends, leveraging the concept of social proof positively.

Question 2

Users of Google and other search engines are said to be on a hunt because they:
a. are acquiring profiling data which acts as ammunition to improve their search results.
b. want to explore and look around.
c. are there to seek information to drive a specific action.
d. allocate time for activities such as looking for news and friend updates.

Accepted Answer

The answer of Users of Google and other search engines...

Question 3

In terms of generating ad revenue on a CPM basis, information and news-oriented sites do much better than social networking sites.

Accepted Answer

Information and news-oriented sites typically have higher CPM rates than social networking sites because they attract a more engaged and targeted audience.

Question 4

Firms spend more advertising online than they do on radio and magazine ads.

Accepted Answer

Online advertising has seen significant growth over the years, surpassing traditional mediums like radio and magazines due to its broader reach, targeting capabilities, and often more cost-effective strategies.

Question 5

Banner ads are often billed based on _____.

Accepted Answer

Banner ads are commonly billed on a cost per thousand impressions (CPM) basis, meaning the advertiser pays a set amount for every 1,000 times the ad is shown, regardless of clicks or engagement.

Question 6

What does the acronym CPM stand for?

Accepted Answer

CPM stands for "cost per thousand impressions," a term widely used in advertising to denote the price of 1,000 advertisement impressions on one webpage.

Question 7

The term "content adjacency" refers to:

Accepted Answer

Content adjacency refers to the concern that an advertisement might appear next to content that could embarrass the advertiser or harm their brand, such as offensive or inappropriate material.

Question 8

Which of the following issues raises advertiser concerns on promoting products and services on social networking sites?

Accepted Answer

Content adjacency is a concern for advertisers on social networking sites because their ads might appear next to inappropriate or unrelated content, potentially harming their brand image.

Question 9

Facebook feeds

Accepted Answer

Facebook feeds limit the reach of organic posts, encouraging businesses to invest in Facebook ads to reach a broader audience.

Question 10

Analysts are so bullish on Facebook's mobile advertising prospects because

Accepted Answer

All the options provided are valid reasons why analysts are optimistic about Facebook's mobile advertising prospects. Option A highlights the growth in mobile ad revenue since the IPO, suggesting a strong and growing revenue stream. Option B points to untapped potential in Instagram and WhatsApp, indicating room for growth. Option C explains the effectiveness of mobile ads due to their placement in a user's feed, suggesting they are more engaging.

Question 11

Advertisers have relatively low performance on Facebook because they must rely entirely on Facebook-provided data. Ads on Facebook cannot be targeted using any data collected outside of Facebook.

Accepted Answer

Advertisers on Facebook can use their own data, such as customer email lists, or third-party data through Facebook's Partner Categories (though with some limitations and changes over time) to target ads, in addition to using Facebook-provided data.

Question 12

The acronym ARPU represents the phrase ______.

Accepted Answer

The answer of The acronym ARPU represents the phrase ______....

Question 13

_____ is a term used to describe each time an ad is served to a user for viewing.

Accepted Answer

The answer of _____ is a term used to describe...

Question 14

CPM refers to:

Accepted Answer

CPM stands for Cost Per Mille, where "mille" means thousand in Latin. It is a marketing term used to denote the price of 1,000 advertisement impressions on one webpage. If a website charges $5 CPM, that means an advertiser must pay $5 for every 1,000 impressions of its ad.

Question 15

The online advertising acronym CPC is defined as ____________.

Accepted Answer

The answer of The online advertising acronym CPC is defined...

Question 16

The bulk of Facebook's revenue comes from:

Accepted Answer

The majority of Facebook's revenue is generated through advertising. Businesses pay to have their advertisements displayed to users on the platform, leveraging Facebook's extensive user data for targeted advertising.

Question 17

Brand advertisers largely consider user-generated content as low-quality, brand-unsafe inventory for running advertisements. This can be attributed to:

Accepted Answer

Content adjacency refers to the concern that an advertisement may appear next to inappropriate or irrelevant user-generated content, potentially harming the brand's image or failing to reach the intended audience effectively.

Question 18

For years, which of the following is the only major media category that has seen an increase in spending?

Accepted Answer

Online advertising is the only major media category that has seen consistent increases in spending over the years, largely due to the shift in consumer behavior towards digital platforms and the effectiveness of targeted advertising online.

Question 19

Users tend to have more focused intent (often focused on purchase decision-making) when using Google as compared to Facebook.

Accepted Answer

When users search on Google, they often have a specific intent or question in mind, including looking for products or services to buy, making Google searches more focused towards immediate needs or purchase decisions. In contrast, Facebook users are generally browsing for social interaction, entertainment, or news, making their intent less focused on immediate purchase decisions.

Question 20

The advertising acronym CPM is defined as ______.

Accepted Answer

The answer of The advertising acronym CPM is defined as...

Quiz 11: Facebook: a Billion-Plus Users, the High-Stakes Move to Mobile, and Big Business From the Social Graph