Question 1

A big advantage for advertisers using online advertising, mobile marketing, or website content is that these messages are delivered seven days a week, around the clock, whenever the receiver is logged on and active.

Accepted Answer

Online advertising, mobile marketing, and website content can be accessed by users anytime, anywhere, making them available 24/7.

Question 2

Uninvited commercial messages sent to electronic mailing lists, Usenet groups, and other combinations of email addresses are known as spam.

Accepted Answer

Spam is generally defined as unsolicited or unwanted messages sent in bulk through electronic communication channels such as email, text messaging, social media, and more. Therefore, the statement is true that uninvited commercial messages sent to electronic mailing lists, Usenet groups, and other combinations of email addresses are known as spam.

Question 3

A search engine allows an Internet user to surf the Web by typing in key words and be
given a list of all websites containing those key words.

Accepted Answer

This statement accurately describes the function of a search engine.

Question 4

Of all options available for Internet advertisers, the World Wide Web, or WWW, provides the widest and most diverse range of opportunities.

Accepted Answer

The World Wide Web offers a vast range of options for Internet advertisers, including various platforms, formats, and targeting capabilities. Therefore, it provides the widest and most diverse range of opportunities for advertising campaigns.

Question 5

Despite its massive growth and popularity, the Internet will not replace all other forms of advertising, and, most likely, will not become the main method of advertising for the world's biggest spenders.

Accepted Answer

While the Internet has seen significant growth and popularity in advertising, it is unlikely to completely replace all other forms of advertising. Additionally, the world's largest advertising spenders may continue to use a mix of advertising methods, with the Internet being one of many tools in their advertising arsenal.

Question 6

It may seem strange to think of our own email or a website we visit as "media," but they are ways to reach us as consumers, so that's how advertisers view them.

Accepted Answer

Advertisers consider email and websites as media because they are channels used to communicate with consumers and promote products or services.

Question 7

An example of IBP via digital/interactive media is seen on a popular social media site.Potential customers go to this site voluntarily, based on a personal interest, and a brand exposure just happens to show up on the site in a "natural" way.

Accepted Answer

This is a correct example of IBP via digital/interactive media as potential customers are exposed to the brand through a social media site, which they have chosen to visit based on their personal interest. The brand exposure occurs in a natural way.

Question 8

Currently, the Internet is being accessed worldwide by about 1.7 billion users.

Accepted Answer

According to recent statistics, as of 2021, the number of Internet users worldwide has surpassed 4.9 billion.

Question 9

A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.

Accepted Answer

A click-through measures how often users click on a link in a display/banner ad and follow through to the intended website.

Question 10

Digital/interactive media advertising on the Web has finally emerged as a legitimate option due, in part, to strong selectivity, tracking, deliverability, flexibility, and reach, among other reasons.

Accepted Answer

Digital/interactive media advertising on the Web has indeed emerged as a legitimate option due to the advantages mentioned.

Question 11

Companies are now spending more than $10 billion annually to advertise on digital/interactive media, with "paid search" in the lead at $3 billion.

Accepted Answer

As of the latest data, companies are spending significantly more than $10 billion annually on digital advertising, with paid search alone exceeding $3 billion.

Question 12

The Internet is essentially a young person's medium as well as target market, since the population of daily users aged 65 and older is quite small: less than 1 million.

Accepted Answer

This statement is no longer true. According to a Pew Research Center report from 2018, the number of internet users aged 65 and older has been steadily increasing and is now at around 31 million in the US alone. Therefore, the internet is no longer just a young person's medium and target market.

Question 13

Overall, the Internet has now finally become the advertising option that it was expected it to be.

Accepted Answer

With the rise of digital marketing, the Internet has become a crucial platform for advertising, and businesses are now leveraging various tools and channels such as social media, search engines, and display advertising to reach their target audience. The growth and success of online advertising have made it clear that the Internet has fulfilled its potential as an effective advertising option.

Question 14

When Web media is combined with traditional media, the broad goal is to have the Web generation seek out and pay attention to messages on the Web more than those sent through traditional media.

Accepted Answer

The statement is true as the combination of Web media and traditional media aims to capture the attention of the Web generation and encourage them to engage with messages on the Web more than those on traditional media platforms.

Question 15

Almost 45 percent of Americans now use the World Wide Web.

Accepted Answer

As of 2023, a significantly higher percentage of Americans use the World Wide Web, with internet penetration rates exceeding 90%.

Question 16

A website is a collection of Web pages, images, videos, and other digital content hosted on a Web server.

Accepted Answer

A website contains a collection of various digital content that is hosted on a web server.

Question 17

Display/banner ads and websites allow advertisers to measure with some accuracy the actual individual responses to an ad, something that is unattainable in current forms of traditional media.

Accepted Answer

Display/banner ads and websites use tracking tools such as cookies and pixels to track user behavior and allow advertisers to measure the actual individual responses to an ad, which is not possible in traditional media like print or television ads.

Question 18

The two main forms of digital/interactive media used by consumers are email and the World Wide Web.

Accepted Answer

Email and the World Wide Web are indeed two main forms of digital/interactive media used by consumers.

Question 19

Not long ago you could prepare and buy relatively inexpensive banner ads, but in recent years the cost of Internet advertising has skyrocketed.

Accepted Answer

The cost of internet advertising has increased due to higher demand, competition, and the effectiveness of digital marketing, leading to higher prices for ad placements.

Question 20

The reach of the Internet, that is, the use of this medium by audiences, is larger than all other media except for television.

Accepted Answer

As of recent years, the internet has surpassed television in terms of reach and usage, with more people accessing content online than through traditional TV.

Quiz 14: Media Planning: Advertising and Ibp in Digitalinteractive Media