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Q:
(p.360)One of the main reasons to the declining popularity of outdoor advertising is excessive ad clutter.
Q:
(p.370)Cinema advertising includes lobby-based videos, sampling, special events and concession- based promotions.
Q:
(p.360)Standardized outdoor advertising uses scientifically located structures to deliver an advertiser's message to markets around the world.
Q:
(p.360)The three basic forms of standardized structures are bulletins, 30-sheet poster panels and junior panels.
Q:
(p.361)Large bulletin structures work best in places where traffic is heavy and visibility is good.
Q:
(p.361)One of the benefits offered by outdoor advertising is geographic flexibility.
Q:
(p.361)One of the benefits offered by outdoor advertising is control of the ad's physical appearance.
Q:
(p.361)Variations of painted bulletins include those with electronic time and temperature units called digital displays.
Q:
(p.361)The high costs of painted bulletins could be overcome by rotating them to different locations in the market every few days.
Q:
(p.362)The 30-sheet poster panel is sometimes referred to as the poster extravaganza.
Q:
(p.365)Outdoor advertisers can use sophisticated global positioning systems to determine the exact latitude and longitude of particular billboards.
Q:
(p.366)The Highway Beautification Act of 1965 controls all outdoor advertising.
Q:
(p.367)One of the benefits of using transit advertising is long exposure.
Q:
(p.368)Transit ads cost less than any other medium.
Q:
(p.368)Inside car-end posters are usually larger than inside cars, but sizes vary and placed in bulkhead positions.
Q:
(p.359)The most common form of out-of-home media is transit advertising.
Q:
(p.370)In some cities, advertisers gain complete domination by buying total bus i.e. all the inside space on a group of business.
Q:
(p.349)Which of the following statements is true about sponsored links?
A.Advertisers do not pay for impressions.
B.Advertisers pay only when a consumer receives a direct mail.
C.Advertiser pays on cost per thousand basis.
D.Higher bids guarantee better listings.
E.Ads that receive a lot of clicks are paid less owing to the demand - supply theory.
Q:
(p.350)A(n) _____ is a little billboard that spreads across the top or bottom of the Web page.
A.ad network
B.pop-up
C.interstitial
D.banner
E.button
Q:
(p.350)When Taylor accessed a Web site called FindArticles.com, he noticed at the top of his computer screen an ad for Ford Focus. The ad invited him to click on it and learn more about the automobile and SYNC, which it will be offering on 2008 models. What type of ad did Taylor see at the top of his screen when he was using the Web site?
A.A Web site ad
B.An interstitial
C.A banner ad
D.An Internet classified ad
E.A sponsored Web page
Q:
(p.350)When Larina visited a Web site called BrilliantButCancelled.com, she saw a small icon on the right side of the page, which asked her to click on it to learn more about the college programs provided by the University of Phoenix. The correct name for this icon is a(n):
A.ad button.
B.interconnect.
C.avail.
D.interstitial.
E.sponsored Web site.
Q:
(p.350)Buttons:
A.are more expensive than banners.
B.are the most common unit of Web advertising.
C.often look like icons.
D.are not typically linked to the advertiser's landing page.
E.are larger than banner ads.
Q:
(p.351)_____ advertising includes graphical animations and ads with audio and video elements that overlay or even float over the page.
A.Iconic
B.Rich media
C.Viral
D.Device
E.Web crawler
Q:
(p.351)In an Internet ad for Absolute liquor, viewers see the bottom of the Absolute bottle surrounded by space. This clean use of space and depth draws the user in. When you mouse over the bottle it shakes. One by one, lemons begin falling into the foreground of the ad until all the lemons fall-surrounding a bottle of Absolute Citron and the message: "Absolute Lemon drop" coming to rest as a lemon tree leaf falls gently to the base of the ad unit. The ad, which conveys the experience of shaking a lemon tree interactively is an example of _____ advertising.
A.iconic
B.rich-media
C.viral
D.device
E.mnemonic
Q:
(p.351)_____ is a catchall term for an animated ad that pops up on the screen while the computer downloads a Web site the user has clicked on.
A.A non-addressable Web site
B.An interstitial
C.An interconnect
D.Natural medium
E.An avail
Q:
(p.351)When Robyn accessed Wordplay.com to test her skills at word games, an ad for the U.S. Air Force popped on her screen as she was trying to download a game to play. The ad asked if she knew what a good career choice the USAF was. The U.S. Air Force ad would be classified as:
A.a non-addressable Web site.
B.an interstitial.
C.an interconnect.
D.natural medium.
E.an avail.
Q:
(p.351)Through the use of ____, an Internet user can include graphics, video and audio in his or her e-mail messages.
A.buttons
B.meta-mail
C.rich mail
D.interconnects
E.interstitials
Q:
(p.351)_____ is the presentation of a radio or TV program, or an event, or even a Web site by a sole advertiser.
A.An interstitial
B.Cookie
C.Ad impression
D.Banner
E.Sponsorship
Q:
(p.352)_____ generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.
A.Banner
B.Button
C.Interstitial
D.Spam
E.Cookie
Q:
(p.347)_____ is a collection of Web pages, images, videos, or data assets that is hosted on one or more Web servers, usually accessible via the Internet. A corporate site is used to give background information about an organization, product, or service.
A.Web site
B.Interstitial
C.Cookies
D.Ad network
E.Search engine
Q:
(p.352)_____ is the Internet version of word-of-mouth advertising.
A.Rich media advertising
B.Spam
C.Viral marketing
D.Google
E.Ad networking
Q:
(p.347)One of the problems facing most Internet marketers is how to get enough reach from their Web advertising. There are millions of Web pages, many of which are potential sites for effective ads. _____ have been used to partially solve this problem.
A.Ad networks
B.Guiding search engines
C.Addressable landing pages
D.Media exchanges
E.Web brokers
Q:
(p.352)Members of an Internet organization for book lovers - frugalreader.com, offers members 2 free credits if they send an e-mail that convinces someone else to join the organization by January 1. This is an example of:
A.viral marketing.
B.a meta ad.
C.marquee banner advertising.
D.spam.
E.an interstitial.
Q:
(p.348)A(n) _____ is used to give background information about an organization, product, or service whereas a(n) _____ is used primarily to sell a product or service.
A.interstitial; Web site
B.Web site; cookie
C.cookie; interstitial
D.corporate site; commerce site
E.commerce site; ad network
Q:
(p.352)To introduce Microsoft's xBox video game Halo 2, the director of marketing for Microsoft Game Studios created a complex marketing scheme that began online with an apparent War of the Worlds-style invasion. A beekeeper's Web site, ilovebees.com, appeared to have been overtaken by the evil forcethe Covenant with the hopes that people who visited the site would send their friends to the site. This was an example of:
A.viral marketing.
B.a meta ad.
C.marquee banner advertising.
D.spam.
E.an interstitial.
Q:
(p.348)_____ is the term used to describe direct links to deeper areas of the Web site that advertising drives consumers to beyond the homepage.
A.Web site
B.Web page
C.Microsite
D.Landing page
E.Search results page
Q:
(p.342)A(n) _____ is a facsimile of a finished ad with copy set in type and pasted into position along with proposed illustrations.
A.button
B.banner
C.interstitial
D.composition
E.cookie
Q:
(p.342)A(n) _____ is prepared to help the advertiser gauge the effect of an ad.
A.button
B.banner
C.interstitial
D.composition
E.cookie
Q:
(p.343)Cookies are:
A.another name for Internet advertising buttons.
B.small pieces of information that are stored in your Web browser when you load certain Web sites.
C.animated ads that pop up on the screen while the computer downloads a Web site the user has requested.
D.the small ads at the corners of the screen that link users and Web site sponsors.
E.a static form of interstitial advertising.
Q:
(p.343)_____ is a method of delivering ads from one central source, or server, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.
A.Broadbanding
B.Narrowbanding
C.Third party ad servers
D.Behavioral targeting
E.Rich media advertising
Q:
(p.344)What are two simple ways to measure the Internet audience for your advertising banner?
A.Reach and frequency
B.Ad impressions and click rate
C.Cookies and CPM
D.Response rate and viewing time
E.Viewing frequency and viewing time
Q:
(p.344)____, as defined by IAB is an opportunity to deliver an advertising element to a Web site visitor.
A.Cookies
B.Ad impression
C.Interstitial
D.Affiliate marketing program
E.Ad network
Q:
(p.344)A(n) _____ occurs when a visitor moves the mouse's pointer to a Web link and clicks on the mouse button to get to another page.
A.forward-buy
B.visit
C.pop-up
D.click
E.interstitial
Q:
(p.344-345)The _____ is the number of clicks on an ad divided by the number of ad impressions.
A.pagerank
B.click through rate
C.interstitial
D.cost per thousand (CPM)
E.ad conversation rate
Q:
(p.346)Ted's cookery blog contained a banner ad for Kenstar microwave'. Every time a microwave was purchased at the Kenstar' website, Ted would receive a commission for showing the banner. Which of the following methods of pricing Internet advertising is employed here?
A.Keyword purchase
B.Click-through
C.Cost per thousand
D.Affiliate marketing program
E.Ad impression method
Q:
(p.346)Assume the manufacturer of Benadryl anti-itching cream, advertises on the Internet. To target its advertising, the manufacturer decided to have its banner ads appear when the user typed in "itch", "scratching", "hives" or "mosquitoes" in the search engine. The advertiser would have made a:
A.request for ad responses.
B.click-through request.
C.keyword purchase.
D.word-search responsive device.
E.base banner purchase.
Q:
(p.339)According to advertisers, _____ is the only real portable and personally identifiable medium.
A.direct mail
B.Internet
C.interactive television
D.phone
E.digital video recorders
Q:
(p.346)When Janet saw the banner ad for Dice, an employment agency for techies, she used her mouse to access the site's home page. If the advertising rate for the banner ad were determined by the number of people who saw the banner, clicked on it and visited the home page, then the method would be called:
A.click-throughs.
B.Web visits.
C.advertising links.
D.media linkages.
E.site landing pages.
Q:
(p.339)_____ is a personal audience venue where people can personally guide TV programming through a remote control box while watching TV.
A.Social media
B.Ad network
C.Interactive TV
D.Zipping
E.Zapping
Q:
(p.347)_____ act as brokers for advertisers and Web sites. They pool hundreds or thousands of Web pages together and facilitate advertising across these pages.
A.Interstitials
B.Cookies
C.Ad agencies
D.Bloggers
E.Ad networks
Q:
(p.339)The form of mobile advertising that represents the largest inventory is:
A.ad impressions.
B.rich media advertising.
C.banner ads.
D.interstitials.
E.sponsored short message system (SMS).
Q:
(p.339)The most common form of mobile advertising is:
A.social networking.
B.interactive advertising.
C.rich media advertising.
D.button ads.
E.banner advertising.
Q:
(p.339)Mobile banner advertising is also known as:
A.button ad.
B.interstitial.
C.wireless access protocol.
D.portal.
E.pop-up.
Q:
(p.339)One form of mobile advertising is sponsored SMS. SMS stands for:
A.Strict Message Style.
B.Short Message System.
C.Short Mail System.
D.Stylized Message System.
E.Small Mobile Stickers.
Q:
(p.337)A(n) _____ is a site that attempts to provide a broad array of content and services that are so broad users will not feel the need to spend time at other ones.
A.protocol
B.browser
C.interconnect
D.portal
E.Web crawler
Q:
(p.337)_____ is, at present, the most popular search engine on the Web.
A.Hotmail
B.Yahoo
C.Google
D.Facebook
E.Twitter
Q:
(p.337)____, on the Internet, break down the geographical barriers and allows people to meet virtually to discuss and share their interests with each other.
A.Search engines
B.Ad networks
C.Interstitials
D.Social media
E.Web browsers
Q:
(p.337)There is a Web site called www.bookmooch.com where readers can trade books with one another. They can also chat with people who like the same genres they enjoy, provide book reviews and meet online with authors. This Web site is an example of a(n)
A.interactive protocol.
B.social media.
C.interactive portal.
D.communication crawler.
E.integrated grapevine.
Q:
(p.337)After having learned that the mother of Ty Cobb, a famous baseball player, killed Cobb's father, Robert wanted to know more about the incident. After using his cable-modem system, he typed in "Ty Cobb" and found over 30 references to related information sources and their Web site addresses that were all conveniently listed on a:
A.home page.
B.content page.
C.search-results page.
D.browser link.
E.protocol-linked page.
Q:
(p.337)What does the acronym HTML represent?
A.Heavy transmission through multiple lines
B.Hyperbole, thought, memory and language
C.Hypertext markup language
D.Hypertext transmission marketing language
E.High Technical Multiple Language
Q:
(p.337)_____ are sites that allow people to type a word or phrase into a text box and then quickly find information.
A.Portals
B.Social media
C.Search engines
D.Browsers
E.Broadband
Q:
(p.337)_____ is defined as "any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the Web site."
A.Portal
B.Search engine
C.Protocol
D.Social media
E.Broadband
Q:
(p.337)_____ is an industry term that refers to the ability of a site to keep visitors coming back.
A.Network
B.Search engine
C.Stickiness
D.Broadband
E.Interactivity
Q:
(p.339)Digital Video Recorders (DVRs) are also known as:
A.personal video recorders.
B.social networks.
C.interactive television.
D.broadband.
E.Web blogs.
Q:
(p.335-336)Media content on the Internet can be delivered through ____, in which a hub, such as a TV station, a newspaper publisher, or a cable company, distributes content to many receivers.
A.an ad network
B.an interstitial
C.a distributed network
D.a centralized network
E.a horizontal network
Q:
(p.336)In a distributed network,
A.communication is continuous even if some connections stop working.
B.a single participant controls the content.
C.receivers are left with no information if the hub is knocked out.
D.media content is delivered through one hub.
E.media content is delivered through a single link.
Q:
(p.336)The _____ nature of the Internet has led to blurring of the line between content creators and content consumers.
A.flexible
B.interactive
C.cooperative
D.creative
E.social
Q:
(p.337)_____ is a distributed network of content providers and users, communicating through a protocol known as Hyper Text Markup Language (HTML).
A.Protocol
B.Portal
C.Search engine
D.Web
E.Broadband
Q:
(p.337)Viewing Web pages was made easy by the development of ____, software that interpreted HTML.
A.social media
B.Web browsers
C.search engines
D.portals
E.protocols
Q:
(p.337)Why do portals want to keep visitors for as long as possible?
Q:
(p.339)What benefit does sponsored short message system (SMS) provide to marketers?
Q:
(p.340)What has resulted in the increased access of the Internet through various devices?
Q:
(p.344)When is a click' said to have occurred?
Q:
(p.346)Why is the clickthrough method of pricing Internet advertising unpopular amongst the publishers?
Q:
(p.346)Who were keyword entrepreneurs'?
Q:
(p.348)Who are the creators of Google?
Q:
(p.352)What is the simplest definition for viral marketing?
Q:
(p.335)The Internet:
A.gathers information through cookies.
B.began in the early 1980s.
C.is a global network of computers that communicate with each other.
D.uses a centralized network to create its power.
E.is now the same as ARPAnet.
Q:
(p.335)_____ are common rules for linking and sharing information.
A.Networks
B.Clicks
C.Protocols
D.Web pages
E.Portals
Q:
(p.347)Give one advantage and disadvantage of using ad networks for advertising.