Question 1

The CPM metric is a simple way to measure an online ad's effectiveness.

Accepted Answer

CPM (Cost Per Mille) measures the cost per thousand impressions of an ad, not its effectiveness in terms of engagement, conversions, or sales.

Question 2

In programmatic advertising,the process is facilitated by demand side platforms (DSPs)that help the buying of ad space on the open market and supply side platforms (SSPs)that help match the unsold ad inventory.

Accepted Answer

This statement is true. Demand side platforms (DSPs) facilitate the process of buying ad space on the open market, while supply side platforms (SSPs) help match unsold ad inventory with potential advertisers.

Question 3

Superstitials are short,animated ads that play over or on top of a Web page.

Accepted Answer

Superstitials are indeed short, animated ads that appear over or on top of a Web page.

Question 4

Search engine advertising is especially vulnerable to click fraud.

Accepted Answer

This is because advertisers pay for each click made on their ads, which can result in fraudulent clicks from bots, competitors, or even individuals looking to earn money by clicking on the ads. This can be a costly problem for advertisers, and search engines have measures in place to detect and prevent click fraud, but it remains a concern for advertisers using search engine advertising.

Question 5

Advertising via behavioral targeting implies that only those consumers known to be interested in a topic would receive ads from a marketer.

Accepted Answer

Behavioral targeting uses data on a consumer's online behavior, such as search history or website visits, to determine their interests and tailor ads specifically to them, increasing the likelihood that they will engage with the ad and potentially make a purchase.

Question 6

Phishing is a criminal activity.

Accepted Answer

Phishing is a type of cybercrime where criminals attempt to trick individuals into giving away sensitive information such as usernames, passwords, and credit card details. It is a criminal activity that can lead to identity theft and financial losses.

Question 7

Regulations against unsolicited e-mail (spam)are much more stringent in North America than in Europe.

Accepted Answer

Europe has stricter regulations against unsolicited e-mail (spam) than North America, primarily due to the General Data Protection Regulation (GDPR) which imposes strict rules on how personal data and e-mails can be used.

Question 8

Unsolicited e-mail messages are referred to as spam.

Accepted Answer

This statement is true. Unsolicited e-mail messages are commonly referred to as spam.

Question 9

The problem with keyword-matching advertising is that advertisers cannot specify the country where ads are to be sponsored and particular local areas to where ads are to be targeted.

Accepted Answer

Advertisers can specify the country and local areas where their ads will be targeted in keyword-matching advertising. Platforms such as Google Ads and Facebook Ads allow advertisers to choose specific geographic locations for their ad targeting.

Question 10

Cost per thousand impressions (CPM)assesses how much it costs to place an online ad on a per-thousand-impressions basis.

Accepted Answer

Cost per thousand impressions (CPM) is a commonly used metric in online advertising that measures the cost of placing an ad on a per-thousand-impressions basis, meaning how much it costs to show an ad to 1,000 users.

Question 11

The effectiveness of e-mail as a marcom tool has been spoiled somewhat by marketers sending junk mail.

Accepted Answer

The statement suggests that e-mail as a marcom tool has been spoiled by marketers sending junk mail, which implies that the effectiveness has been negatively impacted.

Question 12

A critical element of search engine advertising is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service.

Accepted Answer

Search engine advertising utilizes targeted keywords and phrases to trigger the display of ads to people who are actively searching for related products or services, making it a highly effective way to reach potential customers who are already primed to buy.

Question 13

E-zines tend to focus on traditional issues,such as family and religion.

Accepted Answer

E-zines can cover a wide range of topics, including but not limited to fashion, technology, entertainment, sports, politics, and social issues. They are not limited to traditional issues such as family and religion.

Question 14

Google AdSense is based on behavioral targeting online using cookies.

Accepted Answer

The answer of Google AdSense is based on behavioral targeting...

Question 15

Phishing occurs when a competitor or other party clicks on a sponsored link repeatedly in order to foul up advertising effectiveness.

Accepted Answer

This statement is incorrect. Phishing refers to attempting to obtain sensitive information from someone through fraudulent means, such as posing as a trustworthy entity. Clicking on a sponsored link repeatedly to undermine advertising effectiveness would be considered click fraud.

Question 16

Podcasting is a visual version of blogging.

Accepted Answer

Podcasting is an audio version of blogging, not a visual version. It involves recording and publishing audio content online, while blogging involves writing and publishing written content online.

Question 17

It is expected that blogs will continue to represent a major advertising opportunity for quite some time.

Accepted Answer

The answer of It is expected that blogs will continue...

Question 18

One general objective for assessing website advertising effectiveness is to assess the exposure value of a website or online ad.

Accepted Answer

Assessing exposure value is indeed one of the general objectives of assessing website advertising effectiveness.

Question 19

Estimates of click-through rates to banner ads average 25 percent.

Accepted Answer

Estimates of click-through rates to banner ads vary widely, with some studies finding rates as low as 0.05 percent and others finding rates as high as 5 percent, but the average is not 25 percent.

Question 20

Opt-in e-mailing is the practice of marketers asking for and receiving consumers' permission to send them messages on particular topics.

Accepted Answer

Opt-in e-mailing requires obtaining consent from consumers before sending them marketing messages.

Quiz 13: Digital Media: Online, Mobile and App Advertising