Quiz 12: Digital Interactive Media
Business
Q 1Q 1
Digital interactive media enables businesses to develop and nurture relationships with their customers through the use of interactivity.
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True False
True
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True False
False
Q 3Q 3
One of the primary differences between the Internet and traditional media is the cost of time and/or space.
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True False
True
Q 4Q 4
The interactive nature of the Internet makes it difficult to differentiate between content creators and consumers.
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True False
Q 5Q 5
Use of the Internet increased dramatically during the 1990s due in part to decreasing computer costs.
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True False
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True False
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True False
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True False
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True False
Q 10Q 10
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.
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True False
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True False
Q 12Q 12
DSL connections offer faster Internet surfing and data downloads than broadband, which is significantly slower.
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True False
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True False
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True False
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True False
Q 16Q 16
In the case of Internet advertising, cost per thousand, rating points, and share of audience are the same.
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True False
Q 17Q 17
The leading national advertisers spend less than 7 percent of their marketing communications budget on interactive media.
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True False
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True False
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True False
Q 20Q 20
For advertisers involved in e-commerce, some publishers offer an affiliate marketing program whereby they charge a percentage of the transaction cost.
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True False
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True False
Q 22Q 22
The Universal Ad Package was developed to simplify process of planning and buying online media.
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True False
Q 23Q 23
Viral marketing is a form of spam that spreads to computers in the same way that a cold spreads through a classroom.
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True False
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True False
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True False
Q 26Q 26
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.
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Multiple Choice
Q 27Q 27
_____ are common rules for linking and sharing information.
A) Networks
B) Clicks
C) Protocols
D) Web pages
E) Portals
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Multiple Choice
Q 28Q 28
Television stations, newspaper publishers, and cable companies have traditionally used _____ networks.
A) grapevine
B) centralized
C) decentralized
D) protocol-based
E) distributed
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Multiple Choice
Q 29Q 29
Which of the following made ARPAnet revolutionary?
A) Protocols
B) Interstitials
C) Distributed network
D) Centralized network
E) Horizontal network
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Multiple Choice
Q 30Q 30
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
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Multiple Choice
Q 31Q 31
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
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Multiple Choice
Q 32Q 32
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
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Multiple Choice
Q 33Q 33
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
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Multiple Choice
Q 34Q 34
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
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Multiple Choice
Q 35Q 35
_____ is, at present, the most popular search engine on the Web.
A) Hotmail
B) Yahoo
C) Google
D) Facebook
E) Twitter
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Multiple Choice
Q 36Q 36
Which term refers to digital media that connect individuals?
A) Search engines
B) Ad networks
C) Interstitials
D) Social media
E) Web browsers
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Multiple Choice
Q 37Q 37
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
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Multiple Choice
Q 38Q 38
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.
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Multiple Choice
Q 39Q 39
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.
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Multiple Choice
Q 40Q 40
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
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Multiple Choice
Q 41Q 41
_____ 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
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Multiple Choice
Q 42Q 42
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.
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Multiple Choice
Q 43Q 43
All of the following are ad networks EXCEPT:
A) Google
B) AdBrite
C) Tacoda
D) AOL Advertising
E) Yahoo! Sites
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Multiple Choice
Q 44Q 44
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
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Multiple Choice
Q 45Q 45
Which of the following is a portable and personally identifiable medium?
A) Direct mail
B) Internet
C) Interactive TV
D) Cell phone
E) DVR
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Multiple Choice
Q 46Q 46
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
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Multiple Choice
Q 47Q 47
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
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Multiple Choice
Q 48Q 48
The most common form of mobile advertising is:
A) social networking.
B) interactive advertising.
C) rich media advertising.
D) button ads.
E) banner advertising.
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Multiple Choice
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Multiple Choice
Q 50Q 50
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.
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Multiple Choice
Q 51Q 51
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
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Multiple Choice
Q 52Q 52
A(n) _____ is prepared to help the advertiser gauge the effect of an ad.
A) button
B) banner
C) interstitial
D) composition
E) cookie
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Multiple Choice
Q 53Q 53
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.
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Multiple Choice
Q 54Q 54
_____ 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
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Multiple Choice
Q 55Q 55
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
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Multiple Choice
Q 56Q 56
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
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Multiple Choice
Q 57Q 57
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
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Multiple Choice
Q 58Q 58
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
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Multiple Choice
Q 59Q 59
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
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Multiple Choice
Q 60Q 60
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.
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Multiple Choice
Q 61Q 61
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.
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Multiple Choice
Q 62Q 62
_____ 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
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Multiple Choice
Q 63Q 63
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
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Multiple Choice
Q 64Q 64
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
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Multiple Choice
Q 65Q 65
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
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Multiple Choice
Q 66Q 66
_____ 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
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Multiple Choice
Q 67Q 67
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.
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Multiple Choice
Q 68Q 68
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
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Multiple Choice
Q 69Q 69
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
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Multiple Choice
Q 70Q 70
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.
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Multiple Choice
Q 71Q 71
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
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Multiple Choice
Q 72Q 72
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
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Multiple Choice
Q 73Q 73
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
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Multiple Choice
Q 74Q 74
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
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Multiple Choice
Q 75Q 75
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
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Multiple Choice
Q 76Q 76
_____ 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
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Multiple Choice
Q 77Q 77
Which of the following terms refers to electronic junk mail?
A) Banner
B) Button
C) Blog
D) Spam
E) Cookie
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Multiple Choice
Q 78Q 78
_____ is the Internet version of word-of-mouth advertising.
A) Rich media advertising
B) Spam
C) Viral marketing
D) Google
E) Ad networking
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Multiple Choice
Q 79Q 79
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.
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Multiple Choice
Q 80Q 80
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.
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Q 91Q 91
What advantage does a distributed network offer that a centralized network does not? (Be sure to define both terms in your answer.)
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Q 95Q 95
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?
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