Question 1

The Internet has now passed television in terms of time spent with media on a weekly basis in Canada.

Accepted Answer

False

Question 2

More is spent on advertising on the Internet in Canada than any other medium.

Accepted Answer

According to a report by the Interactive Advertising Bureau of Canada, in 2019 more money was spent on Internet advertising than on any other medium, including television, radio, and print.

Question 3

One of the key roles that interactive communications can play is to build brand awareness.

Accepted Answer

Interactive communications can be used to create engaging and memorable experiences that promote brand recognition and awareness among target audiences. Through social media, email marketing, online advertising, and other interactive channels, companies can connect with customers and build stronger relationships with them, ultimately leading to increased brand loyalty and sales.

Question 4

Google offers a service called AdWords which is their form of perceive search advertising (or pay-per-click advertising).

Accepted Answer

Google's AdWords is a form of paid search advertising, also known as pay-per-click advertising.

Question 5

If during 100 000 views of an online ad there are 10 000 ad clicks, the clickthrough rate is 1%.

Accepted Answer

The clickthrough rate (CTR) is calculated as the number of clicks divided by the number of views, times 100. So, 10,000 clicks / 100,000 views * 100 = 10%.

Question 6

One of the advantages of video game advertising to the marketer is that video games are growing in popularity across genders.

Accepted Answer

Video games are no longer considered a male-dominated activity and are becoming increasingly popular among women and non-binary individuals, making it a viable marketing avenue for reaching a diverse audience.

Question 7

QR codes have allowed consumers to establish passwords on social media sites.

Accepted Answer

QR codes are a type of barcode that can be scanned to retrieve information, but they cannot be used to establish passwords on social media sites. Passwords are typically created and managed directly on the social media site itself.

Question 8

Viral marketing is a strategy that encourages individuals to pass along information to others.

Accepted Answer

Viral marketing strives to create a message that spreads rapidly through word-of-mouth, social media, or other online platforms by encouraging and incentivizing individuals to share it with others.

Question 9

Integrating a brand into games helps achieve brand awareness.

Accepted Answer

Integrating a brand into games can help create brand recognition and increase brand awareness among the gaming audience. This is because gamers are an engaged and loyal audience who may interact with the brand repeatedly during gameplay, leading to potential brand advocacy and loyalty. Additionally, the immersive and interactive nature of games allows brands to create memorable experiences that can stick with players long after they've finished playing, further cementing brand recall and awareness.

Question 10

If Toyota wanted to track the browsing patterns of visitors to their website, they could utilize a cookie.

Accepted Answer

Cookies can be used by websites to track and remember the browsing patterns and preferences of visitors. Toyota could use cookies to analyze the behavior of their website visitors and make strategic business decisions based on the data collected.

Question 11

One of the major reasons that online advertising is growing is the fact that over 86% of Canadian households have access to the Internet.

Accepted Answer

The statement is true. According to the Canadian Internet Registration Authority's 2020 report, over 86% of Canadian households have access to the Internet. This high percentage of Internet users makes online advertising an attractive option for businesses to reach their target audience.

Question 12

Recent studies show that lower-income Canadians are amongst the highest users of the internet.

Accepted Answer

The answer of Recent studies show that lower-income Canadians are...

Question 13

The shoe manufacturer Vans allows consumers to design their own shoe online with interactive software. This is an example of mass customization.

Accepted Answer

Mass customization refers to the process of allowing consumers to personalize and design products according to their individual preferences. In this case, Vans is offering consumers the ability to design their own shoes online, which is a form of mass customization.

Question 14

Marketers interested in reaching the youth market are looking at text messaging seriously.

Accepted Answer

Text messaging is a popular communication method among the youth, and studies show that they are more likely to respond to text messages from businesses than email or other forms of advertising. This makes text messaging a valuable tool for marketers looking to reach the youth market.

Question 15

The Internet is a medium that allows for behavioural targeting, while most other mediums do not.

Accepted Answer

The Internet allows for tracking users' online behaviour through cookies and other methods, which can be used to target advertising and content to specific individuals. Other mediums such as television and print do not typically have this level of targeted advertising capability.

Question 16

When a company or a brand commits to advertise for an extended period on a third-party website, it is known as online sponsorship.

Accepted Answer

This is a correct definition of online sponsorship.

Question 17

One of the key advantages of email advertising is that "bad news travels fast."

Accepted Answer

The phrase "bad news travels fast" is not an advantage of email advertising; it refers to the rapid spread of negative information. The key advantages of email advertising include cost-effectiveness, targeted reach, and measurable results.

Question 18

An expandable banner is a form of rich media.

Accepted Answer

An expandable banner is a type of digital ad that expands in size when clicked or hovered over, so it qualifies as a form of rich media.

Question 19

The number of times users click on a banner (clicking transfers the users to another website) is called ad views or impressions.

Accepted Answer

The number of times users click on a banner is called click-through rate (CTR), while the number of times the banner is displayed on a page is called ad views or impressions.

Question 20

With permission-based email, the email includes a short message from a sponsor along with a link to the sponsor's website.

Accepted Answer

Permission-based email marketing involves sending emails to individuals who have explicitly consented to receive communications from the sender, focusing on content relevant to the recipient rather than including messages from sponsors.

Quiz 7: Planning for Online and Interactive Communications