Question 1

Two of the largest portals for Internet advertising are _________ and __________.

Accepted Answer

Google and Yahoo! are two of the largest portals for Internet advertising. While AOL, MSN, and Bing all have significant online presence, they are not as dominant in the online advertising market as Google and Yahoo!. Tubenet is not a major player in the online advertising industry.

Question 2

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

Outdoor advertising is often considered a cost-effective option compared to other advertising mediums, making it a relatively low-cost alternative.

Question 3

A form of click fraud is called PTR which is an acronym for

Accepted Answer

PTR stands for Paid-to-Read, where individuals are paid small amounts to click on links or advertisements to fraudulently inflate click-through rates.

Question 4

Which of the following statements regarding billboards is most accurate?

Accepted Answer

Billboard sites are chosen based on traffic patterns and sight lines, ensuring maximum visibility to potential customers.

Question 5

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

Accepted Answer

The term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is known as rich media. Rich media ads are more engaging and interactive, leading to higher click-through rates and conversion rates.

Question 6

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

Accepted Answer

Place-based media is commonly referred to as out-of-home advertising, which includes any advertising that reaches consumers outside of their homes, such as billboards, transit advertising, and digital displays in public spaces.

Question 7

Which of the following statements regarding billboards is most accurate?

Accepted Answer

Billboards are effective when used as a supplemental reinforcement for well-known products because they provide a constant reminder of the product or brand, rather than introducing it for the first time. This is supported by advertising research.

Question 8

The most common form of outdoor advertising is/are called _________.

Accepted Answer

Billboards are the most common form of outdoor advertising. They can be found along roads, highways, and other high-traffic areas, and are often used to promote products or services to a broad audience. Transit advertising (A) includes ads on buses, trains, and other forms of transportation. Kiosks (C) and store signage (E) are more localized forms of outdoor advertising, while land displays (D) can include things like giant inflatable characters or custom-shaped signs placed on or near the ground.

Question 9

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

Accepted Answer

The advertising being received by the buses in Orlando is an example of transit advertising, as it is specifically targeting commuters using public transportation. Mobile advertising and mobile signage refer to advertising on mobile devices or vehicles that can move around, while frequency advertising is a type of advertising that aims to expose customers to an ad multiple times to increase brand awareness. Transportation advertising is a more general term that can refer to any type of advertising that is related to transportation, but transit advertising specifically refers to advertising on or in public transportation vehicles.

Question 10

One disadvantage of using the Internet as an advertising medium is

Accepted Answer

The Internet as an advertising medium is relatively new compared to traditional media, and its effectiveness can be uncertain due to rapidly changing technologies and consumer behaviors.

Question 11

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

Accepted Answer

Clickbots are software programs that are used to generate automatic clicks on ads. This is a form of click fraud where the clicks are not generated by actual users, but rather by automated software. Click spiders, click bangers, click hammers, and click tippers are not commonly used terms in the field of click fraud.

Question 12

Which of the following statements regarding transit advertising is most accurate?

Accepted Answer

During heavy travel times, transit advertising is less effective for reading as people are more focused on their commute.

Question 13

One advantage of using the Internet as an advertising medium is

Accepted Answer

The Internet is an effective medium for reaching younger consumers who prefer online communication, making it a valuable tool for advertisers targeting this demographic.

Question 14

Click fraud can occur when legitimate Web site visitor clicks on ads without any intention of looking at the site.Stephen Dubner calls this practice _________.

Accepted Answer

The answer of Click fraud can occur when legitimate Web...

Question 15

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

Outdoor advertising has a local market focus as it targets people in specific locations. It also has high visibility as it can be seen by a large number of people passing by. Additionally, outdoor advertising provides an opportunity for repeat exposure as people may see the same advertisement multiple times.

Question 16

One advantage of using outdoor advertising as an advertising medium is

Accepted Answer

Outdoor advertising is relatively low-cost compared to other advertising mediums, making it an attractive option for businesses looking to maximize their advertising budget.

Question 17

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Accepted Answer

Click fraud is the act of intentionally clicking on adverts with the intention of increasing the amount advertisers must pay. This is also known as fake clicks, non-human clicks, or invalid clicks.

Question 18

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

Accepted Answer

The ads painted on the entire bus are an example of transit advertising, which is a form of outdoor advertising that targets commuters and pedestrians while they are on the move. The ads are specifically targeting people who use public transportation. Therefore, the best choice is D - transit advertising.

Question 19

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

Accepted Answer

Rich media ads are known for using interactive elements such as drop-down menus, videos, and games to engage viewers. Banner ads are static and do not have interactive elements. Interactive media is a broad term that can include various forms of interactive content, not just ads. Gaming ads focus specifically on promoting video games, whereas rich media ads can promote a variety of products or services. Flash-player ads rely on Adobe Flash, which is no longer supported by many browsers, making them less effective than rich media ads.

Question 20

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as

Accepted Answer

These messages are specifically designed for transit systems and are referred to as transit advertising.

Quiz 16: Advertising, Sales Promotion, and Public Relations

Two of the largest portals for Internet advertising are _ and __.

One advantage of using outdoor advertising as an advertising medium is

A form of click fraud is called PTR which is an acronym for

Which of the following statements regarding billboards is most accurate?

An Internet advertising term for a Web page interactive ad that has drop-down menus, built-in games, or search engines to engage viewers is called _________.

As traditional media have become more expensive and cluttered, advertisers have been attracted to a variety of nontraditional advertising options called place-based media or also called _________.

Which of the following statements regarding billboards is most accurate?

The most common form of outdoor advertising is/are called _________.

Orlando uses a wireless system to receive advertising for flat-screen monitors mounted in its 240 buses.These ads are examples of _________.

One disadvantage of using the Internet as an advertising medium is

Software programs called _________, is a form of click fraud where the software is used to produce automatic clicks on ads.

Which of the following statements regarding transit advertising is most accurate?

One advantage of using the Internet as an advertising medium is

Click fraud can occur when legitimate Web site visitor clicks on ads without any intention of looking at the site.Stephen Dubner calls this practice _________.

One advantage of using outdoor advertising as an advertising medium is

One advantage of using outdoor advertising as an advertising medium is

The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as

Buses in some cities are often completely painted as an ad for a particular product.The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus.These ads are examples of _________.

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers are referred to as _________.

Messages on the interior and exterior of buses, subway cars, and taxis are referred to as