Question 1

The country whose population spends the most amount of time per month on the internet is the
A) United States
B) China
C) Canada
D) United Kingdom
E) South Korea

Accepted Answer

D

Question 2

Behavioral targeting online is based on
A) previous online purchases
B) the internet provider
C) daypart
D) demographics
E) previous surfing patterns

Accepted Answer

Behavioral targeting online is based on the user's previous surfing patterns and their online behavior, such as the content they consume, the websites they visit, and the actions they take while online. This information is used to create targeted advertising that is more likely to appeal to the user's interests and preferences. Previous purchases (A), internet provider (B), daypart (C), and demographics (D) may all be factors in targeting, but behavioral targeting focuses specifically on the user's online behaviors.

Question 3

Impressions are the standard way of determining
A) online sales
B) the size of the audience
C) the browsing period
D) exposure of an ad
E) the clickthrough rate

Accepted Answer

Impressions are used to measure the exposure of an ad. It shows how many times an ad was displayed to a user, regardless of whether they clicked on it or not. It is a basic metric in advertising to judge the reach of an ad campaign. It is used to determine the effectiveness of an advertisement in generating interest and awareness among its target audience.

Question 4

Using the same ad online that is used offline is
A) a good strategy to increase purchase
B) more effective for the online ad
C) less effective for the online ad
D) a good strategy to engage the consumer
E) allows the consumer to participate online

Accepted Answer

Online and offline audiences behave differently, and what works offline may not work online. Advertisements designed for offline audiences can be less effective for online audiences. Online users may have shorter attention spans or different expectations, and ads should be tailored to meet these needs.

Question 5

Proctor and Gamble recognizes the value of online advertising and allocates________ % of their marketing budget to it.
A) 25-35
B) 50-60
C) 75-85
D) 40-45
E) 90-95

Accepted Answer

This range is the most commonly cited allocation for digital advertising within overall marketing budgets. While Proctor and Gamble may allocate a higher or lower percentage, the range of 25-35% aligns with industry standards and trends.

Question 6

The Interactive Advertising Bureau reports that in 2014 online advertising revenues reached
A) $7.5 billion
B) $0.5 billion
C) $1.5 billion
D) $2.0 billion
E) $3.8 billion

Accepted Answer

The Interactive Advertising Bureau reports that in 2014 online advertising revenues reached $3.8 billion.

Question 7

In the digital universe, control has shifted from the advertiser to the
A) marketer
B) partner
C) customer
D) web host
E) search engine

Accepted Answer

With the rise of social media and online review websites, customers have more power and control than ever before in influencing the success of a business. They can share their experiences and opinions with a wide audience, affecting the reputation of a brand and its marketing efforts. Advertisers and marketers must now prioritize consumer satisfaction and engagement in order to succeed.

Question 8

A measurement that allows an advertiser to judge the response to an online ad is referred to as
A) a clickthrough
B) a browsing period
C) an interstitial
D) a visit
E) an ad view

Accepted Answer

A clickthrough measures the number of times a user clicks on an online ad, indicating their interest in the product or service being advertised. This helps the advertiser evaluate the effectiveness of their ad and the return on their investment.

Question 9

Yahoo! and Facebook are examples of
A) measurement companies
B) portal sites
C) cookies
D) sponsors
E) ad networks

Accepted Answer

Yahoo! and Facebook are both portal sites, which are web-based platforms that provide users with a variety of resources and services such as email, news, search engines, and social networking features.

Question 10

Internet users earning in excess of $100,000 represent
A) 35% of internet users
B) 11% of internet users
C) 45% of internet users
D) 8% of internet users

Accepted Answer

Internet users earning in excess of $100,000 represent 35% of internet users. This demographic is significant because it indicates a substantial portion of the online population with considerable purchasing power, which can influence online marketing strategies and e-commerce trends.

Question 11

What type of targeting online is Molson using when it advertises on TSN.ca for its Canadian and Coors Light brands?
A) daypart
B) behavioural
C) psychographic
D) demographic
E) physiological

Accepted Answer

Molson is using demographic targeting by advertising on TSN.ca, a Canadian sports website that primarily targets a male demographic. Molson's Canadian and Coors Light brands are also targeted towards an adult demographic, which aligns with the expected audience of a sports website.

Question 12

Prime time for online advertising is
A) commuting to work
B) at home during the early evening
C) during the day
D) late evening
E) commuting home from work

Accepted Answer

The answer of Prime time for online advertising is
A) commuting...

Question 13

The number of times an ad is sent to a visitor of a web page is referred to as:
A) a visit
B) download rate
C) a clickthrough
D) an ad view
E) the clickthrough rate

Accepted Answer

The number of times an ad is shown to a visitor of a web page is referred to as an "ad view". This is different from a "clickthrough", which measures the number of times a user actually clicks on an ad to visit the advertiser's website. "Visit" typically refers to a user navigating to a website, while "download rate" is a measure of how many times a file or software is downloaded. "Clickthrough rate" is the percentage of ad views that result in a clickthrough.

Question 14

Statistics Canada reveals that________ % of Canadians have internet access at home.
A) 86
B) 25
C) 50
D) 90
E) 65

Accepted Answer

According to the statement, Statistics Canada reveals that a certain percentage of Canadians have internet access at home. Out of the given answer choices, the highest number is 86, which could indicate that a majority of Canadians have internet access at home. Therefore, option A - 86 - is the most likely answer.

Question 15

The internet is a true source of information and entertainment for consumers and is a(n) _________ medium.
A) intrusive
B) participative
C) interruptive
D) exclusive
E) collaborative

Accepted Answer

The internet is a participative medium as it allows consumers to engage and interact with content and other users. Consumers can leave comments, share information, and create their own content, making the internet a collaborative platform as well. It is not intrusive as users have control over the content they consume, nor is it interruptive as users can choose when and how they access content. It is also not exclusive as it is accessible to anyone with an internet connection.

Question 16

As of 2012, the percentage of Canadian internet users who have ordered goods online is
A) 25%
B) 20%
C) 43%
D) 50%
E) 35%

Accepted Answer

The answer of As of 2012, the percentage of Canadian...

Question 17

Marketers are trying to figure out to what degree engagement with a brand results in
A) positive publicity
B) brand awareness
C) viral social media
D) liking a brand
E) consumer purchases

Accepted Answer

While engagement with a brand can lead to positive publicity, brand awareness, viral social media, and liking a brand, ultimately the most important outcome for marketers is consumer purchases. Increased engagement should ultimately translate into increased sales for a company.

Question 18

The average time Canadians spend online using a computer is close to
A) 1 hour
B) 9 hours
C) 5 hours
D) 3 hours
E) 2 hours

Accepted Answer

Canadians spend an average of about 5 hours online using a computer, reflecting their high engagement with digital content and services.

Question 19

The percentage of impressions that result in an ad click is the
A) visit rate
B) click rate
C) clickthrough rate
D) impression rate
E) ad view rate

Accepted Answer

The answer of The percentage of impressions that result in...

Question 20

Interactive communications are more about _______________ than about the number of impressions.
A) selling
B) engagement
C) targeting
D) measurement
E) response rates

Accepted Answer

Interactive communications refer to two-way interactions between the brand and the consumer, where engagement is the primary goal. It's not just about reaching a large number of people, but about creating a connection with individuals and eliciting a response. So, engagement is more important than the number of impressions in interactive communications.

Quiz 12: Interactive Media

The country whose population spends the most amount of time per month on the internet is the

Behavioral targeting online is based on

Impressions are the standard way of determining

Using the same ad online that is used offline is

Proctor and Gamble recognizes the value of online advertising and allocates________ % of their marketing budget to it.

The Interactive Advertising Bureau reports that in 2014 online advertising revenues reached

In the digital universe, control has shifted from the advertiser to the

A measurement that allows an advertiser to judge the response to an online ad is referred to as

Yahoo! and Facebook are examples of

Internet users earning in excess of $100,000 represent

What type of targeting online is Molson using when it advertises on TSN.ca for its Canadian and Coors Light brands?

Prime time for online advertising is

The number of times an ad is sent to a visitor of a web page is referred to as:

Statistics Canada reveals that________ % of Canadians have internet access at home.

The internet is a true source of information and entertainment for consumers and is a(n) _________ medium.

As of 2012, the percentage of Canadian internet users who have ordered goods online is

Marketers are trying to figure out to what degree engagement with a brand results in

The average time Canadians spend online using a computer is close to

The percentage of impressions that result in an ad click is the

Interactive communications are more about _______________ than about the number of impressions.