Question 1

Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work.  
-(Scenario 14-2)The site where you solved a murder mystery is sponsored by a company that specializes in publishing mystery novels.Part of the site is devoted to a full catalog that lists the company's titles currently in print,and other parts offer interactive activities,musings of well-known writers,and games involving mysteries to solve.This site is using ________ to promote its novels.

Accepted Answer

The site is using advergaming, which involves using games to advertise and promote a product or service. The murder mystery game is a way to engage users and promote the company's mystery novel catalog.

Question 2

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) 
-(Scenario 14-3)A new business owner is looking into various forms of advertising.Of all the different forms,he seems to be most interested in advertising through interactive media.This may be because:

Accepted Answer

The scenario mentions that businesses are turning to social media for advertising because it allows for "two-way communication" with consumers, indicating that interactive media has an important effect on click-through and sales potential. Therefore, option D is the correct choice. Option A is incorrect as the scenario does not mention that consumers no longer pay attention to advertising on TV. Option B is partially correct, as the scenario states that small business owners find social media to be an inexpensive way to reach target consumers, but this alone does not make it the most beneficial form of advertising. Option C is also incorrect as the scenario does not mention anything about traditional forms of advertising providing inaccurate information to consumers.

Question 3

Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site. Then, you figure it's time to get down to work.  
-(Scenario 14-2)When you visited the restaurant site,the marketers were able to collect some information about you and your buying habits.Marketers are able to do this by:

Accepted Answer

Marketers are able to collect information about users and their buying habits through software that monitors one's digital footprint. This involves tracking a user's online behavior, such as the websites they visit, the products they search for, and the content they engage with, in order to create targeted advertising and personalized recommendations. Counting hits, email registration, and keystrokes are not effective methods for collecting this type of information.

Question 4

Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year. 
-(Scenario 14-4)Visualizers informs Optima that one way in which the pricing for the banner ads can be evaluated is by calculating the value created by the advertisement in terms of traffic,placement and size of ads,ad rates,and evaluations of the site's quality.This can be done by computing the _________ for the ads.

Accepted Answer

The I-Traffic Index is a measure used to evaluate the value created by online banner ads in terms of traffic, ad placement and size, ad rates, and site quality. It is a useful tool for determining the effectiveness and ROI of online advertising campaigns. Therefore, it is the best choice for Optima to evaluate the pricing for banner ads with Visualizers Inc.

Question 5

Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year. 
-(Scenario 14-4)Visualizers tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads.Optima will then have to pay only if a user visits the link.In this case,Visualizers is referring to the _________ model of advertising payment.

Accepted Answer

Pay-per-click (PPC) is the model of advertising payment where the advertiser pays only when a user actually clicks on their ad and visits their website. This is the model that Visualizers is recommending to Optima Artistic Tools for their banner ads. Option B (click-through) is not a model of advertising payment, but rather a term used to measure the effectiveness of an ad by tracking the number of clicks it receives. Option C (keyword bidding) and option D (paid search) are both related to search engine marketing and not relevant to the scenario provided.

Question 6

The unique characteristics of the Web has given advertisers who use it a definite edge over their competitors.What are the advantages of the new digital/interactive media being used in advertising today? Discuss a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.

Accepted Answer

The answer of The unique characteristics of the Web has...

Question 7

Which digital advertising tools can an advertiser use to make his home page as popular as possible?

Accepted Answer

The answer of Which digital advertising tools can an advertiser...

Question 8

Explain why it is crucial for advertisers to understand how consumers think,feel,and act regarding social media,online advertising,and e-commerce.Can social media be leveraged profitably? Explain.

Accepted Answer

The answer of Explain why it is crucial for advertisers...

Question 9

Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year. 
-(Scenario 14-4)Managers at Optima want to better understand the cost implications of advertising on the Internet.Visualizers' media researchers prepare a presentation using four traditional media placements to compare.The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however,it is higher than television.Visualizers points out that the advantage offered by the banner ad is its:

Accepted Answer

The advantage offered by the banner ad is its ability to deliver to a highly desirable, segmented, and motivated audience. This means that the cost of advertising on the Internet may be justified by the targeted audience that can be reached through banner ads. Blanketing the world of online consumers or the ability to make quick changes to the ad may not necessarily justify the cost. The ability to insert itself into interactive situations where consumers don't expect to see it is also not a convincing reason to choose banner ads over other traditional media placements.

Question 10

Explain the role of online privacy in social media advertising.What are cyber-identity theft and online resistance? How can they affect social media advertising? List out the ways in which individuals can protect themselves.What is the consequence of blocking websites that track your digital footprint?

Accepted Answer

The answer of Explain the role of online privacy in...

Question 11

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) 
-(Scenario 14-3)Two young women decided to open a comedy club,and they chose YouTube as their main outlet for advertising.They put together a five minute clip of an improvisation routine and posted it on the site.Soon they noticed that the total number of views for the video had skyrocketed to 25,000.They found that the video was being sent all over the country via email and Facebook messages.This short video is now a form of ___________.

Accepted Answer

The scenario describes how the video posted by the two young women spread rapidly through social media channels such as email and Facebook, indicating that it went "viral." Therefore, the correct answer is D) viral marketing.

Question 12

Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year. 
-(Scenario 14-4)The marketers at Visualizers talk to Optima about banner ads that have created problems in the online market.Which of the following is likely to be a common problem when banner ads are placed on the websites of other firms?

Accepted Answer

Placing banner ads on the websites of other firms can lead to high advertisement clutter, where the sheer amount of ads on a page can overwhelm and frustrate users, leading them to ignore or avoid the ads altogether. This can decrease the overall effectiveness of the ad campaign. While some of the other options (such as C, decreased Web page load times) may also be problems for banner ads, B is the most likely and common issue.

Question 13

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) 
-(Scenario 14-3)The owner of a new athletic-training facility decided to pay to have its ads appear on athletics and training-related search results on Google.This kind of advertising is known as _________.

Accepted Answer

The kind of advertising described in the scenario is known as paid search, where businesses pay to have their ads appear on specific search results pages.

Question 14

Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year. 
-(Scenario 14-4)The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media.They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques,and add their own suggestions.Generating this type of social interaction around Optima products will involve creating:

Accepted Answer

Creating consumer engagement through interactivity involves encouraging potential buyers and current customers to interact with the brand by providing tips, demonstrations, and allowing them to share their own suggestions, fostering a community around the products.

Question 15

Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

Accepted Answer

The answer of Explain the terms paid search and search...

Question 16

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) 
-(Scenario 14-3)One small business owner found that when he started using Facebook,he began establishing stronger relationships with some of his less consistent customers.This was because he started a business page on Facebook and all his customers liked this page.They held discussions on it,and invited other potential customers to join in.Even the less consistent customers became regular visitors of this page.In advertising terms,this Facebook page would be called _______ media.

Accepted Answer

Owned media refers to any web property that a company can control and is unique to its brand, such as a business's official website, mobile site, or social media page. In this scenario, the Facebook page created by the small business owner is a platform that the business controls and uses to interact with its customers, fitting the definition of owned media.

Question 17

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) 
-(Scenario 14-3)An entrepreneur decided to get endorsed by a third-party facilitator to show his consumers that he believes in keeping their information confidential.He got a logo from the third-party facilitator showing that he had been endorsed.This logo is called a __________ .

Accepted Answer

The logo the entrepreneur received is called a privacy seal, which is a symbol or logo that demonstrates a website or business's commitment to keeping customer information confidential. A privacy seal is a type of third-party endorsement that shows customers that the business has been reviewed and approved by a reputable organization. The other choices (A, C, and D) do not accurately describe the logo or concept of a privacy seal.

Quiz 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

Which digital advertising tools can an advertiser use to make his home page as popular as possible?

Explain why it is crucial for advertisers to understand how consumers think,feel,and act regarding social media,online advertising,and e-commerce.Can social media be leveraged profitably? Explain.

Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.