Question 1

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:

Accepted Answer

A)  build a brand image.
B)  allow customer sampling.
C)  disseminate information.
D)  handle objections.
E)  induce trial.

Question 2

Web 1.0 ended with the "bursting of the dot-com bubble."

Accepted Answer

A) True 
 B)False

Question 3

Which of the following statements is true of the Internet?

Accepted Answer

A)  It can target very specific groups of individuals.
B)  It leads to a lot of waste coverage.
C)  It does not resemble a combination trade magazine and trade show.
D)  It does not carry one-to-one marketing messages.
E)  There is a lack of creative opportunity associated with its usE.A major advantage of the Internet digital and social media is the ability to target very specific groups of individuals with a minimum of waste coverage.

Question 4

_____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.

Accepted Answer

A)  Paid search
B)  Interstitial
C)  Podcasting
D)  Blogging
E)  Contextual advertising

Question 5

When major corporations first began to conduct business on the Internet, they put up websites primarily for:

Accepted Answer

A)  information purposes.
B)  product placement.
C)  increasing interest.
D)  inducing trial.
E)  increasing sales.

Question 6

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

Accepted Answer

A)  Interstitial
B)  Optimized
C)  Nonorganic
D)  Paid
E)  Organic

Question 7

Regular sponsorship occurs when:

Accepted Answer

A)  a sponsor participates in providing the content.
B)  a sponsor approves the content of a site.
C)  a company pays to sponsor a section of a site.
D)  a sponsor contributes all or part of the content.
E)  advertisers pay only when a consumer clicks on their ad from a search engine pagE.Regular sponsorships occur when a company pays to sponsor a section of a site, for example, a House Beautiful magazine or Cosmopolitan magazine sponsorship on iVillage.com, or a corporate sponsorship of a page on Forbes.com.

Question 8

Advertisers employ search engine optimization (SEO)  to:

Accepted Answer

A)  more specifically target customers who may be interested in their offerings.
B)  attract customers to their products and services through the non-organic search process.
C)  monitor Internet traffic.
D)  include attractive multimedia content in their webpages.
E)  sponsor a section of a websitE.In an effort to more specifically target customers who may be interested in their offerings, advertisers employ search engine optimization (SEO) .

Question 9

_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.

Accepted Answer

A)  Pop-ups
B)  Interstitials
C)  Links
D)  Banner ads
E)  Blogs

Question 10

Which of the following is true of the Internet as a medium for branding?

Accepted Answer

A)  Unlike print media, the Internet is not an effective tool for branding.
B)  Unlike using television as media, the Internet does not enable service branding.
C)  The Internet is more effective as a media for branding because it has a one-directional communication flow.
D)  Unlike the radio, the Internet is not an effective medium for branding for large companies.
E)  The Internet is an effective medium for achieving communications objectives such as consideration and/or evaluation.

Question 11

Online commercials are significantly different from traditional television commercials.

Accepted Answer

A) True 
 B)False

Question 12

The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

Accepted Answer

A)  Web 1.0
B)  Web 2.0
C)  paid search
D)  rich media
E)  e-commerce

Question 13

The Clement Network, a satellite television channel that broadcasts weather forecasts, pays money in return for its name association with Nahla.com, an Internet portal. The Clement Network also provides weather information for the site. Which of the following methods of advertising on the Internet is Clement Network using?

Accepted Answer

A)  Interstitials
B)  Regular sponsorship
C)  Push technology
D)  Pop-unders
E)  Content sponsorship

Question 14

While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:

Accepted Answer

A)  content sponsorship.
B)  a pop-up.
C)  push technology.
D)  functional sponsorship.
E)  a pop-under.

Question 15

The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media.

Accepted Answer

A) True 
 B)False

Question 16

Banner ads:

Accepted Answer

A)  are rarely used for advertising on the web.
B)  are typically used in transit advertising.
C)  are synonymous with interstitials.
D)  cannot be used for fulfilling direct-marketing objectives.
E)  can be static, animated, or in flash.

Question 17

As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

Accepted Answer

A)  pre-rolls
B)  social media
C)  native ads
D)  rich media
E)  interstitials

Question 18

Behavioral targeting can be done by:

Accepted Answer

A)  compiling clickstream data and Internet protocol information.
B)  providing regular and content sponsorship in a section of a website.
C)  including animation and flash in websites.
D)  placing a website higher on a search engine page.
E)  employing pay-per-click advertising.

Question 19

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.

Accepted Answer

A)  behavioral targeting
B)  native advertising
C)  ambient advertising
D)  specialty advertising
E)  buzz sponsorship

Question 20

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.

Accepted Answer

A) True 
 B)False

Exam 15: The Internet: Digital and Social Media

Advertisers employ search engine optimization (SEO) to:

Correct Answer
verified

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:

Correct Answer
verified

Which of the following statements is true of the Internet?

Correct Answer
verified

_____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.

Correct Answer
verified

Correct Answer
verified

When major corporations first began to conduct business on the Internet, they put up websites primarily for:

Correct Answer
verified

_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.

Correct Answer
verified

The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

Correct Answer
verified

As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

Correct Answer
verified

Regular sponsorship occurs when:

Correct Answer
verified

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

Correct Answer
verified

Web 1.0 ended with the "bursting of the dot-com bubble."

Correct Answer
verified

Banner ads:

Correct Answer
verified

Which of the following is true of the Internet as a medium for branding?

Correct Answer
verified

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.

Correct Answer
verified

While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:

Correct Answer
verified

Behavioral targeting can be done by:

Correct Answer
verified

The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media.

Correct Answer
verified

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.

Correct Answer
verified

Online commercials are significantly different from traditional television commercials.

Correct Answer
verified

Exam 15: The Internet: Digital and Social Media

Advertisers employ search engine optimization (SEO) to:

Correct AnswerverifiedShow Answer

Naomi has a consulting firm. She wants to use her website to provide details about her company's profile and to answer FAQs. Naomi's primary objective while designing her website is to:

Correct AnswerverifiedShow Answer

Which of the following statements is true of the Internet?

Correct AnswerverifiedShow Answer

_____ is a medium that uses the Internet to distribute audio or video files for downloading into iPads and other portable devices.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

When major corporations first began to conduct business on the Internet, they put up websites primarily for:

Correct AnswerverifiedShow Answer

_____ are windows or animated creatures that appear on a user's screen in an attempt to get his or her attention when the user is accessing the Internet.

Correct AnswerverifiedShow Answer

The term _____ is commonly associated with Web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.

Correct AnswerverifiedShow Answer

As defined in Wikipedia, _____ have been defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 and that allow the creation and exchange of user-generated content."

Correct AnswerverifiedShow Answer

Regular sponsorship occurs when:

Correct AnswerverifiedShow Answer

_____ searches are those that appear because of their relevance to the search terms, not advertisements.

Correct AnswerverifiedShow Answer

Web 1.0 ended with the "bursting of the dot-com bubble."

Correct AnswerverifiedShow Answer

Banner ads:

Correct AnswerverifiedShow Answer

Which of the following is true of the Internet as a medium for branding?

Correct AnswerverifiedShow Answer

One of the greatest disadvantages of the Internet is the lack of reliability of the research numbers generated.

Correct AnswerverifiedShow Answer

While Ginger waited for Etenia.com's apparel site to download, a small ad encouraging her to check out the summer clothing collection at Ritzy, a retail outlet, appeared on her computer screen, along with a link to Ritzy's website. Ritzy's ad is an example of:

Correct AnswerverifiedShow Answer

Behavioral targeting can be done by:

Correct AnswerverifiedShow Answer

The Internet, though very effective in disseminating information to specific target groups, costs much more when compared to other media.

Correct AnswerverifiedShow Answer

The goal of _____ is to be less intrusive while catching the attention of a reader who is likely to be interested in the content matter he or she is reading.

Correct AnswerverifiedShow Answer

Online commercials are significantly different from traditional television commercials.

Correct AnswerverifiedShow Answer

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