Question 1

Pop-ups are ads that appear between (rather than within a page)two content Web pages.

Accepted Answer

False

Question 2

Research on the "look" of Web pages suggests that complex Web pages are better liked than those with relatively simple backgrounds.

Accepted Answer

Research generally indicates that simpler web page designs are often better liked and more effective, as they tend to be easier to navigate and less overwhelming for users, leading to a better user experience.

Question 3

Individualization refers to the fact that advertisers can control the flow of information to individual consumers.

Accepted Answer

Individualization in advertising refers to tailoring messages and content to the preferences and characteristics of individual consumers, rather than controlling the flow of information.

Question 4

Interactive advertising is defined as encompassing all media that enable the user (who no longer is a "receiver" in the traditional,passive model of communication)to control the amount or rate of information that she or he wishes to acquire from a commercial message.

Accepted Answer

Interactive advertising allows the user to control the amount or rate of information they receive from a commercial message, making them an active participant in the communication process.

Question 5

The major difference between websites and other alternative online ad formats is that users seek out websites in a goal-oriented fashion.

Accepted Answer

Websites are typically visited by users with a specific goal in mind, whether it's to research a product, find information, or make a purchase. Other online ad formats such as pop-ups or display ads are often viewed as interruptions or distractions from the user's intended task.

Question 6

Interstitials are ads that appear in a separate window that materializes on the screen seemingly out of nowhere while a selected Web page is loading.

Accepted Answer

The answer of Interstitials are ads that appear in a...

Question 7

To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.

Accepted Answer

Advertisers must bid for and purchase keywords from search engine services in order to become a sponsored link in search results online.

Question 8

Consumers' Internet usage continues to grow at the expense of the traditional media.

Accepted Answer

According to various surveys and reports, consumers' Internet usage has been steadily increasing over the years, while the traditional media's viewership or readership has been declining. Therefore, it is true that consumers' Internet usage is growing at the expense of traditional media.

Question 9

One type of banner ad is called a skyscraper.

Accepted Answer

A skyscraper is a type of banner ad that is tall and narrow, typically measuring 120 pixels wide by 600 pixels high or 160 pixels wide by 600 pixels high.

Question 10

Electronic files,called brownies,can track users' online behavior.

Accepted Answer

Electronic files that track users' online behavior are called cookies, not brownies.

Question 11

The website for a brand is an invaluable advertising medium for conveying information about the brand,its character,and its promotional offerings.

Accepted Answer

A website can be used to provide information about the brand, showcase its personality, and promote products or services offered by the brand. It is a vital tool for advertising and marketing in today's digital age.

Question 12

The largest form of online advertising is banner advertising,and it commands about 40 percent of all Internet advertising.

Accepted Answer

Search advertising, not banner advertising, is the largest form of online advertising, commanding a significant portion of the market.

Question 13

Google has a keyword advertising program called AdSearch.

Accepted Answer

Google has a keyword advertising program called Google AdWords (now known as Google Ads). They do not have a program called AdSearch.

Question 14

Integration and interactivity are key features of the Internet and of advertising in this medium.

Accepted Answer

The answer of Integration and interactivity are key features of...

Question 15

Google's AdSense program enables advertisers to run ads on other websites.

Accepted Answer

Google's AdSense program is a way for advertisers to display their ads on other websites, allowing them to reach a wider audience than they may be able to on their own. Website owners can sign up for AdSense and choose to display ads on their site, earning revenue when visitors click on the ads.

Question 16

The idea of reciprocity generally defines the nature of interactive media.

Accepted Answer

Reciprocity refers to a mutual exchange of value or benefit between parties. In interactive media, users are expected to engage with the content and provide some level of participation, feedback, or data in return for the value or experience provided by the platform or application. This two-way relationship is a fundamental characteristic of interactive media.

Question 17

Banner ads are the least common form of Internet advertising.

Accepted Answer

Banner ads are actually one of the most common forms of internet advertising, alongside search engine ads and social media ads.

Question 18

With interstitials,users have to wait until the entire ad has been shown.

Accepted Answer

Interstitial ads are full-screen ads that appear between content screens, and the user has to wait until the entire ad has been shown before they can access the content.

Question 19

Click-through rates (CTRs)to banner ads are very high,averaging more than 30 percent.

Accepted Answer

This statement is not true. Click-through rates for banner ads vary widely and are often much lower than 30 percent.

Question 20

The Internet is quickly becoming the main element of IMC programs and receives the majority of an advertiser's media budget,basically replacing conventional media.

Accepted Answer

While the Internet is an important component of Integrated Marketing Communications (IMC) programs, traditional media still holds significant value and often receives a substantial portion of the media budget. The balance between digital and traditional media varies depending on the target audience and campaign objectives.

Quiz 13: Online and Mobile Advertising