Quiz 12: Digital Interactive Media

Digital interactive media enables businesses to develop and nurture relationships with their customers through the use of interactivity.

Traditionally, media content has been distributed through decentralized networks.

One of the primary differences between the Internet and traditional media is the cost of time and/or space.

The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.

Use of the Internet increased dramatically during the 1990s due in part to decreasing computer costs.

The development of Web browsers improved the ease of Web usage.

A Web portal is a site that attempts to provide a broad array of content and services.

The more people a portal attracts, the more it can charge for ads on popular pages.

Pinterest was the most popular social media site in 2013.

In 2013, Facebook reported that only 10 percent of its advertising revenue came from ads on mobile platforms, which suggested that Facebook's success on mobile devices was dwindling.

The most common form of mobile advertising is banner advertising.

DSL connections offer faster Internet surfing and data downloads than broadband, which is significantly slower.

Web 2.0 encourages user sharing and collaboration.

The simplest way to measure the Internet audience for an ad is the click rate.

A click occurs when a visitor moves the mouse's pointer to a Web link.

In the case of Internet advertising, cost per thousand, rating points, and share of audience are the same.

The leading national advertisers spend less than 7 percent of their marketing communications budget on interactive media.

A banner ad is typically billed according to a click rate.

Consumer targeting on the Internet is very cost intensive.

For advertisers involved in e-commerce, some publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.

As advertising tools, buttons take up less space than banners.

The Universal Ad Package was developed to simplify process of planning and buying online media.

Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.

One of the main disadvantages of the Internet is that it is too cluttered.

Digital media enable customers and stakeholders to communicate in real time.

The Internet: A) gathers user information through cookies. B) was developed by the Department of Defense in the early 1980s. C) is a global network of computers that communicate through protocols. D) uses a centralized network to create its power. E) is now the same as ARPAnet.

_____ are common rules for linking and sharing information. A) Networks B) Clicks C) Protocols D) Web pages E) Portals

Television stations, newspaper publishers, and cable companies have traditionally used _____ networks. A) grapevine B) centralized C) decentralized D) protocol-based E) distributed

Which of the following made ARPAnet revolutionary? A) Protocols B) Interstitials C) Distributed network D) Centralized network E) Horizontal network

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 without data if the hub goes down D) media content is delivered through one hub E) media content is delivered through a single link

The _____ nature of the Internet has blurred the line between content creators and content consumers. A) flexible B) interactive C) cooperative D) creative E) social

Which of the following is a distributed network of content providers and users, communicating through HTML? A) A Protocol B) A Portal C) A Search engine D) The Web E) Broadband

Which term refers to computer programs that provide computer users with a graphical interface to the Internet? A) Social media B) Web browsers C) Search engines D) Portals E) Protocols

Which term refers to Web pages that provide starting points to other resources on the Internet? A) Protocol B) Browser C) HTML D) Portal E) Web crawler

_____ is, at present, the most popular search engine on the Web. A) Hotmail B) Yahoo C) Google D) Facebook E) Twitter

Which term refers to digital media that connect individuals? A) Search engines B) Ad networks C) Interstitials D) Social media E) Web browsers

On bookmooch.com, readers can trade books with one another, chat with people who like the same genres, provide book reviews, and meet online with authors. Which term best describes this site? A) Interactive protocol B) Social media C) Interactive portal D) Search engine E) Web browser

Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 Web site addresses that contain information about the baseball player. Robert most likely used a(n): A) central network. B) search engine. C) wi-fi browser. D) addressable medium. E) web directory portal.

Robert is writing a report about Ty Cobb, a famous baseball player, and needs to gather information. He types "Ty Cobb" into his computer and is given over 30 Web site addresses that contain information about the baseball player. The addresses were most likely listed on a: A) home page. B) content page. C) search-results page. D) browser link page. E) protocol-linked page.

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-Tech Multi-user Language

_____ 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 pages

The ability to monitor people's actions on the Internet is known as: A) enhanced interactivity. B) digital reading. C) narrowcasting. D) behavioral tracking. E) broadband stickiness.

All of the following are ad networks EXCEPT: A) Google B) AdBrite C) Tacoda D) AOL Advertising E) Yahoo! Sites

Which of the following is a supplement to a Web site that is typically singular in focus and delivers on the current advertising message? A) Microsite B) Social network C) Search page D) Landing page E) Web blogs

Which of the following is a portable and personally identifiable medium? A) Direct mail B) Internet C) Interactive TV D) Cell phone E) DVR

Which ad format accounts for nearly half of all digital interactive ad revenue? A) Rich media ads B) Banner ads C) Search engine ads D) Classified ads E) Mobile ads

Which type of mobile advertising does NOT require that the end user have a smartphone? A) Advertising HTML B) Rich media ads C) Banner ads D) Interstitials E) Sponsored SMS

The most common form of mobile advertising is: A) social networking. B) interactive advertising. C) rich media advertising. D) button ads. E) banner advertising.

Mobile banner advertising is also known as: A) SMS. B) HTML. C) WAP. D) portal. E) pop-up.

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.

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

A(n) _____ is prepared to help the advertiser gauge the effect of an ad. A) button B) banner C) interstitial D) composition E) cookie

Cookies are: A) another name for Internet advertising buttons. B) small pieces of information that get stored in your Web browser when you download 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.

_____ 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

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

Which term refers to a possible exposure of the advertising message to one audience member? A) Cookies B) Ad impression C) Interstitial D) Reach E) Ad network

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) impression B) visit C) pop-up D) click E) interstitial

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

Ted's cooking blog contains a banner ad for Kenstar Appliances. Every time an appliance is purchased at the Kenstar Web site, Ted receives a commission for showing the banner. Which of the following is most likely being used? A) Keyword purchase B) Click-through C) Cost per thousand D) Affiliate marketing program E) Ad impression method

Cortadryl, an anti-itching cream, advertises on the Internet. To target its advertising, Cortadryl has its banner ads appear when a user types in the words "itchy," "scratching," "hives," or "mosquitoes" in the search engine. Cortadryl has most likely made a: A) request for ad responses. B) click-through request. C) keyword purchase. D) word-search responsive device. E) base banner purchase.

When Janet saw the banner ad for Dice, an employment agency for software programmers, 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.

_____ 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

Which term refers to a collection of Web pages on the Web that are linked together and maintained by an organization or individual? A) Web site B) Interstitial C) Cookies D) Ad network E) Search engine

What problem is most likely faced by an advertiser who works through an ad network? A) Calculating ad traffic and costs B) Gaining more ad exposure C) Creating landing pages D) Building ad profiles E) Buying keywords

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

_____ 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

Which of the following statements is true about sponsored links? A) Ads that receive a lot of clicks are paid less due to the supply and demand theory. B) Advertisers do not pay for impressions as with banner ads. C) Advertisers pay only when a consumer receives e-mail. D) Advertisers pay on a cost-per-thousand basis. E) Higher bids guarantee better listings.

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

When Tyler accessed a Web site called FindArticles.com, he noticed a mini-billboard spread across the top of his computer screen advertising the Ford Focus. The ad invited him to click on it and learn more about the car. What type of ad did Tyler see at the top of his screen when he was using the Web site? A) Button B) Interstitial C) Banner D) Classified E) Spam

When Larina visited a Web site called BrilliantButCanceled.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) button. B) portal. C) banner. D) interstitial. E) sponsored Web site.

What is the focus of CRM programs? A) Utilizing social media marketing B) Monitoring Internet privacy C) Retaining current customers D) Gaining Web site sponsors E) Prospecting for new clients

Anita's Home Cooking, a blog, includes links to various cooking products and kitchen appliances that Anita recommends, such as King Arthur brand flour and Cuisinart. Anita earns a commission on each sale made through her site. Which term best describes this situation? A) Spam B) Affiliate marketing C) Viral marketing D) Sponsorship E) Group buying

Which of the following is LEAST likely a problem associated with using digital interactive advertising? A) Complexity B) Few sponsors C) Cluttered media D) Lack of accountability E) Privacy and security issues

Which of the following is most likely a benefit of using digital media in an IMC program? A) A non-addressable Web portal B) Immediate customer feedback C) Pay-per-click sponsorships D) Legitimate e-mail ads E) Group buying potential

According to a 2008 survey of Web 2.0 activities, which of the following activities was most common? A) Taking material found online and remixing it into a new creation B) Sharing files from your own computer with others online C) Uploading photos to a Web site to share with others D) Using a professional networking site E) Working on an online journal or blog

_____ is the presentation of a radio or TV program by a sole advertiser. A) An interstitial B) Cookie C) Ad impression D) Banner E) Sponsorship

Which of the following terms refers to electronic junk mail? A) Banner B) Button C) Blog D) Spam E) Cookie

_____ is the Internet version of word-of-mouth advertising. A) Rich media advertising B) Spam C) Viral marketing D) Google E) Ad networking

An Internet organization for book lovers, frugalreader.com, offers members two 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) banner advertising. D) spam. E) an interstitial.

To introduce Halo 7, a new video game, 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 force, the Covenant, with the hopes that people who visited the site would send their friends to the site. This was most likely an example of: A) viral marketing. B) a meta ad. C) banner advertising. D) spam. E) an interstitial.

What are computer protocols?

Briefly distinguish between a centralized network and a distributed network.

Why do portals want to keep visitors for as long as possible?

What benefit does a sponsored short message system (SMS) provide to marketers?

How has broadband changed the way people access the Internet?

When does a "click" occur?

What are the concerns about behavioral tracking?

Who were "keyword entrepreneurs?"

What is a landing page?

What is the simplest definition for viral marketing?

What advantage does a distributed network offer that a centralized network does not? (Be sure to define both terms in your answer.)

What is HTML? How is it useful?

What is PageRank? Briefly explain how it works.

What are cookies? Why are Internet advertisers so interested in cookies?

The IAB originally defined an ad impression as "an opportunity to deliver an advertising element to a Web site visitor." What is the problem with this definition?

What are ad networks? What are the advantages and disadvantages of ad networks?

What is a keyword purchase? Briefly explain how a keyword purchase works.

What is AdSense? How does AdSense work? What are its benefits?

What are the main characteristics of sponsored links?

What are the disadvantages of using digital advertising media?