Question 1

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) take up more space than banners.

Accepted Answer

Similar to banners are buttons, small versions of the banner that often look like an icon and usually provide a link to an advertiser's landing page, a marketing tool that leads people into the purchasing or relationship-building process.

Question 2

Which of the following is true about classified ad Web sites?
A) They do not allow the search to be narrowed down to a particular city.
B) They do not list local advertisers.
C) They are typically supported by ad banners of other advertisers.
D) They do not allow the search to be extended nationwide.
E) They do not offer free classified advertising opportunities.

Accepted Answer

Many classified ad Web sites, like Craigslist offer free classified advertising opportunities because they are typically supported by ad banners of other advertisers.

Question 3

Christina visits www.skylarkhomepage.com,and finds a lot of small icons that are linked to advertisers' landing pages.It would be most accurate to refer to these icons as:
A) buttons.
B) cookies.
C) billboards.
D) interstitials.
E) pixels.

Accepted Answer

Buttons are small versions of the banner that often look like an icon and usually provide a link to an advertiser's landing page.

Question 4

Electronic junk mail is also called:
A) spam.
B) responsible e-mail.
C) cookie.
D) Trojan.
E) blog.

Accepted Answer

Spam 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.

Question 5

DVRs are also referred to as:
A) kiosks.
B) signage.
C) personal video recorders.
D) voice mails.
E) set-top boxes.

Accepted Answer

Interactive TV is powered by digital video recorders (DVRs, sometimes also called personal video recorders).

Question 6

In the context of mobile advertising,the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.
A) index
B) button
C) deck
D) banner
E) cookie

Accepted Answer

The deck refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

Question 7

"In the 2000s,the Internet is a global medium." Explain.

Accepted Answer

The answer of "In the 2000s,the Internet is a global...

Question 8

OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:
A) viral marketing.
B) affiliate marketing.
C) marquee banner advertising.
D) behavioral targeting.
E) sugging.

Accepted Answer

Viral marketing is the Internet version of word-of-mouth advertising.

Question 9

Which of the following is an advantage typically associated with the use of the Internet as a medium of advertising?
A) The Internet offers mass media efficiency.
B) The Internet is controlled by a single entity.
C) The IAB can be directly held accountable for any security issues related to the Internet.
D) Every country has the technology infrastructure to provide Internet services to the public.
E) Customers and other stakeholders can respond to a company's media communications in real time.

Accepted Answer

The Internet enables customers and other stakeholders to respond to a company's media communications in real time, using the same channel for feedback that the company used for promotion.

Question 10

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.
A) spam
B) snail-mail
C) rich-mail
D) button
E) interstitial

Accepted Answer

Rich mail allows graphics, video, and audio to be included in the e-mail message.

Question 11

_____ is a catchall term for a variety of ads that pops up on the screen while the computer downloads a Web site the user has clicked on.
A) CAPTCHA
B) Trojan
C) Interstitial
D) Banner
E) Button

Accepted Answer

The interstitial is a catchall term for a variety of ads that play between pages on a Web site, popping up on the screen while the computer downloads a Web site that the user has clicked on.

Question 12

What was the network used by ARPAnet?

Accepted Answer

The answer of What was the network used by ARPAnet?...

Question 13

Briefly describe the inception of the Internet.

Accepted Answer

The answer of Briefly describe the inception of the Internet....

Question 14

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

Accepted Answer

The answer of What is the simplest Web measurement that...

Question 15

Which of the following is one of the drawbacks of Internet advertising?
A) The medium is standardized.
B) The medium is controlled by a single entity.
C) It is not interactive in nature.
D) It uses a centralized network to deliver its content.
E) It cannot offer adequate mass media efficiency.

Accepted Answer

The Internet, like any medium, has its drawbacks. It is not a mass medium in the traditional sense, and it may never offer mass media efficiency.

Question 16

Briefly describe keyword purchase.

Accepted Answer

The answer of Briefly describe keyword purchase....

Question 17

Which of the following is true about rich-media advertising?
A) It does not incorporate ads with audio elements.
B) It includes graphical animations.
C) It does not incorporate ads with video elements.
D) They can typically display 15-minute animations.
E) It restricts ads from floating over the page.

Accepted Answer

One of the greatest areas of recent growth has been rich-media advertising, which includes graphical animations and ads with audio and video elements that overlay the page or even float over the page. Many of the rich-media ads complement the standard banners endorsed by the IAB, as each of these can display 15-second animations.

Question 18

Which of the following is true of buttons?
A) They are more expensive than banners.
B) They are the most common unit of Web advertising.
C) They typically refer to a variety of ads that play between pages on a Web site.
D) They are not typically linked to the advertiser's landing page.
E) They take up lesser space than banners.

Accepted Answer

Similar to banners are buttons, small versions of the banner that often look like an icon and usually provide a link to an advertiser's landing page, a marketing tool that leads people into the purchasing or relationship-building process. Because buttons take up less space than banners, they also cost less.

Question 19

While accessing Google.com to locate information about the safety of children's stilts,Vanessa sees an ad for Almamater.com popping up on her screen.The Almamater.com ad would most likely be classified as a(n):
A) non-addressable Web site.
B) interstitial.
C) button.
D) spam.
E) cookie.

Accepted Answer

The interstitial is a catchall term for a variety of ads that play between pages on a Web site, popping up on the screen while the computer downloads a Web site that the user has clicked on.

Question 20

_____ 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) Self-mailer
B) Spam
C) Firewall
D) Statement stuffer
E) Cookie

Accepted Answer

Span 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.

Quiz 15: Using Digital Interactive Media

Buttons:

Which of the following is true about classified ad Web sites?

Christina visits www.skylarkhomepage.com,and finds a lot of small icons that are linked to advertisers' landing pages.It would be most accurate to refer to these icons as:

Electronic junk mail is also called:

DVRs are also referred to as:

In the context of mobile advertising,the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

"In the 2000s,the Internet is a global medium." Explain.

OpenReader.com is an Internet lending library in which people list and lend their own books and borrow books from other members.It asks satisfied customers to invite their friends to join and rewards them when their friends join.This is an example of:

Which of the following is an advantage typically associated with the use of the Internet as a medium of advertising?

Through the use of _____,an Internet user can include graphics,video,and audio in his/her e-mail messages.

_____ is a catchall term for a variety of ads that pops up on the screen while the computer downloads a Web site the user has clicked on.

What was the network used by ARPAnet?

Briefly describe the inception of the Internet.

What is the simplest Web measurement that advertisers can use to measure the results of their advertising efforts on the Internet?

Which of the following is one of the drawbacks of Internet advertising?

Briefly describe keyword purchase.

Which of the following is true about rich-media advertising?

Which of the following is true of buttons?

While accessing Google.com to locate information about the safety of children's stilts,Vanessa sees an ad for Almamater.com popping up on her screen.The Almamater.com ad would most likely be classified as a(n) :

_____ 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.