Chap 7 - MPC - Quiz used for Midterm, Final exam PDF

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Quiz used for Midterm, Final exam...

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1) According to the latest Canadian statistics, the percentage of Canadians that have Internet access at home is a. 66%. b. 50%. c. 43%. d. 86%. e. 88%. Answer: d Diff: 3 Type: MC Page Reference: 188 Skill: Recall 2) On average Canadians spend about ________ hours per day browsing the Internet. a. 10 b. 6 c. 3 d. 2 e. 5 Answer: e Diff: 2 Type: MC Page Reference: 188 Skill: Recall 3) The amount of time spent online does vary by age category. What age category is leading in Internet consumption? a. households with children under 5 years of age b. households with adults 35-54 c. households with adults 55+ d. younger and older audiences e. households with children over 18-24 years of age Answer: e

Diff: 2 Type: MC Page Reference: 189 Skill: Recall 4) Presently, four industries account for about half of the Internet advertising revenue. Which four are they? a. entertainment, media, social media, TV media, food industry b. hospitality, business, gardening, household industries c. internet, social media, blogs, Facebook d. hockey, skiing, basketball, football industries. e. consumer packaged goods, automotive, retail, financial Answer: e Diff: 3 Type: MC Page Reference: 189 Skill: Applied 5) Molson Canadian is a heavy advertiser on TSN.ca because the ___________ of the website match that of their consumer. a. demographics b. usage patterns c. gender bias d. age e. geographics Answer: a Diff: 3 Type: MC Page Reference: 192 Skill: Applied 6) __________ is a means of delivering online ads based on a consumer's previous surfing patterns. a. Behavioural targeting

b. Mass customization c. Target marketing d. Online advertising e. A cookie Answer: a Diff: 2 Type: MC Page Reference: 193 Skill: Recall 7) A small text file uploaded to a consumer's web browser and sometimes stored on their hard drive is called a. a bit file. b. a jpg file. c. mass customization. d. a cookie. e. behavioural targeting. Answer: d Diff: 3 Type: MC Page Reference: 194 Skill: Recall 8) If a company wanted to track a user's browsing patterns they would use an electronic identification tag sent from a web server to a user's browser. This means the company is utilizing a. a biscuit. b. a cookie. c. spyware. d. a portal. e. an interstitial. Answer: b Diff: 2

Type: MC Page Reference: 194 Skill: Applied 9) The development, manufacture, and marketing of unique products to unique customers is called a. segmentation. b. target marketing. c. niche marketing. d. unique customization. e. mass customization. Answer: e Diff: 2 Type: MC Page Reference: 194 Skill: Recall 10) Online advertising can only be communicated through a. video games. b. websites. c. tablets. d. cell phones. e. All of the above can support online advertising. Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Applied 11) Which of the following is a role performed by online advertising? a. improving customer service b. providing a means to make a purchase c. building brand image d. creating brand awareness

e. All of the above are roles performed by online advertising. Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Recall 12) Websites such as Yahoo! feature news, search capabilities and links to other services. Yahoo! is an example of a(n) a. index page. b. portway. c. main page. d. home page. e. portal. Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Applied 13) A website that serves as a gateway to a variety of services such as searching, news, directories, and links to other pages is also known as a(n) a. index page. b. home page. c. main page. d. portway. e. portal. Answer: e Diff: 3 Type: MC Page Reference: 195 Skill: Recall 14) Which of the following is NOT a form of display advertising?

a. banner ads b. video ads c. rectangle ads d. big box ads e. skyscraper ads Answer: b Diff: 2 Type: MC Page Reference: 200 Skill: Applied 15) Ad requests that were successfully sent to a visitor are known as a. clickthroughs. b. hits. c. visits. d. clicks. e. impressions. Answer: e Diff: 2 Type: MC Page Reference: 199 Skill: Recall 16) An ad request that was successfully sent to a visitor is known as an impression or a(n) a. hit. b. clickthrough. c. visit. d. click. e. ad view. Answer: e Diff: 2 Type: MC Page Reference: 199

Skill: Recall 17) The number of times users click on an ad banner is referred to as a. hits. b. visits. c. impressions. d. clicks. e. downloads. Answer: d Diff: 3 Type: MC Page Reference: 199 Skill: Recall 18) If a company wanted to see if an online ad of theirs was engaging, they could check the percentage of ad views that resulted in a click. This is referred to as a. interstitial. b. a clickthrough rate. c. visitors. d. impressions. e. cookies. Answer: b Diff: 3 Type: MC Page Reference: 199 Skill: Applied 19) This measure indicates the success of an advertiser in attracting visitors to click on its ad. a. hits b. interstitial c. visitors d. impressions e. clickthrough rate

Answer: e Diff: 3 Type: MC Page Reference: 199 Skill: Recall 20) During 1 million ad views, there are 20 000 clicks. The clickthrough rate is a. 0.025%. b. 2%. c. 10%. d. 0.25%. e. 25%. Answer: b Diff: 3 Type: MC Page Reference: 199 Skill: Applied 21) During 2 million ad views, there are 100 000 clicks. The clickthrough rate is a. 5%. b. 50%. c. 0.05%. d. 5.5%. e. 0.5%. Answer: a Diff: 3 Type: MC Page Reference: 199 Skill: Applied 22) A site where the visitors stay for an extended period of time is referred to as a a. helpful site. b. sticky site.

c. slow site. d. portal. e. long site. Answer: b Diff: 3 Type: MC Page Reference: 200 Skill: Recall 23) __________ advertising occurs when an advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on this listing, a. Search b. Pay-per-click c. Interstitial d. Sticky e. Both A and B are correct. Answer: e Diff: 2 Type: MC Page Reference: 200 Skill: Recall 24) This banner format is oblong and vertical in shape. a. interstitial b. superstitial c. rectangle d. button e. skyscraper Answer: e Diff: 2 Type: MC Page Reference: 200

Skill: Recall 25) Which of the following is NOT one of the standard online ad sizes established by the Interactive Advertising Bureau? a. skyscraper b. rectangle c. super banner d. button e. big box Answer: d Diff: 2 Type: MC Page Reference: 200 Skill: Recall 26) Banner ads that include animation, sound, video, and interactivity are called a. rich media. b. rectangles. c. animation. d. buttons. e. interstitials. Answer: a Diff: 2 Type: MC Page Reference: 201 Skill: Recall 27) According to recent research, the ads that have the most impact on brand awareness and message association are a. buttons. b. large rectangles. c. skyscrapers. d. banners. e. leaderboards.

Answer: b Diff: 3 Type: MC Page Reference: 200 Skill: Recall 28) If an advertiser wanted to investigate some outside-the-banner options, they would look at a a. wallpaper ad. b. floating ad. c. window ad. d. Both B and C are correct. e. A, B and C are correct. Answer: e Diff: 3 Type: MC Page Reference: 201 Skill: Applied 29) Many networks offer popular shows online to allow consumers to see them after airing. In order to best take advantage of streaming during the programs, a company may want to a. offer brand awareness ads. b. insert pop-ups. c. use TV-style ads. d. offer brand engagement ads. e. edit existing commercial to fit online. Answer: c Diff: 3 Type: MC Page Reference: 203 Skill: Applied 30) Streaming media refers to

a. the continuous delivery of small, compressed packets of data. b. the greater use of interaction to engage the user. c. ads that pop onto the screen and interrupt users. d. extended relationships with other sites. e. the inclusion of audio and full motion video. Answer: a Diff: 3 Type: MC Page Reference: 203 Skill: Recall 31) If Sprite commits to advertise for an extended period on the official NBA website this would be known as a a. skyscraper. b. permission based e-mail. c. superstitial. d. sponsorship. e. banner ad. Answer: d Diff: 3 Type: MC Page Reference: 203 Skill: Applied 32) When Kraft Canada pays for the annual Kraft Celebration Tour on TSN.ca, it is an example of a. testimonial. b. banner ads. c. superstitials. d. endorsement. e. sponsorship. Answer: e Diff: 3

Type: MC Page Reference: 203-204 Skill: Applied 33) In this online advertising application, users choose to receive messages from particular advertisers. a. spam b. permission-based email c. banners d. sponsored email e. sponsorship Answer: b Diff: 2 Type: MC Page Reference: 204 Skill: Recall 34) Names and email addresses compiled by one company and sold to another is referred to as a a. compiled list. b. viral list. c. first-party list. d. response list. e. third-party list. Answer: e Diff: 3 Type: MC Page Reference: 205 Skill: Recall 35) A list of people who have specifically agreed to receive email from an organization is called a a. first-party list. b. third-party list.

c. response list. d. forwarded list. e. compiled list. Answer: a Diff: 3 Type: MC Page Reference: 205 Skill: Recall 36) Sue received an email from a company asking her to enter an online contest. Her chances of winning would be increased if she forwarded the email to three people. This is an example of a. spamming. b. viral marketing. c. forwarding. d. direct mail. e. virtual marketing. Answer: b Diff: 3 Type: MC Page Reference: 214 Skill: Applied 37) If a not-for-profit organization were to develop online marketing that encourages the receiver of the message to pass it along to others in order to generate additional exposure is called a. direct mail. b. virtual marketing. c. forwarding. d. spamming. e. viral marketing. Answer: e Diff: 2 Type: MC

Page Reference: 214 Skill: Applied 38) What is the fasted growing advertising alternative online in general and in social media in particular? a. viral marketing b. interactive marketing c. video ads d. a web movie e. podcasting Answer: c Diff: 3 Type: MC Page Reference: 213 Skill: Recall 39) Marketers can create their own page on Facebook that users choose to join. What is the most important reason for doing this? a. to show consumer frustration b. likes c. contests d. offering incentives e. engaging consumers Answer: e Diff: 3 Type: MC Page Reference: 213 Skill: Applied 40) A company like Procter & Gamble that carry multiple brands, takes advantage of __________ to allow for each brand to stand on its own. a. links b. separate pages c. microsites

d. a search engine e. interstitials Answer: c Diff: 3 Type: MC Page Reference: 208-209 Skill: Applied 41) Which of the following is a disadvantage of online marketing communications? a. interactivity b. transactions c. timing d. targeting capability e. None of the above is a disadvantage. Answer: e Diff: 3 Type: MC Page Reference: 208 Skill: Applied 42) One of the latest tools used by marketers to reach the youth market is a. viral marketing. b. text messaging. c. email marketing d. online advertising. e. interstitial advertising. Answer: b Diff: 3 Type: MC Page Reference: 216 Skill: Applied

43) A&W sent a text message with a coupon to a consumer who was just up the street from one of its locations inviting them to lunch. This is an example of a. permission-based email. b. sponsored email. c. microsite usage. d. location-based targeting. e. video messaging. Answer: d Diff: 3 Type: MC Page Reference: 216 Skill: Applied 44) The sweet spot for mobile users is the ____________ category. a. 15- to 29-year-old b. working mom c. tween d. 18- to 34-year-old male e. There is no "sweet spot." Answer: a Diff: 3 Type: MC Page Reference: 218 Skill: Applied 45) Which of the following is an advantage of using QR codes? a. They are environmentally friendly. b. It can link to a phone a consumer to a website or a phone number. c. Additional information can be communicated in a cost-efficient manner. d. Customers can be instantly engaged with the brand. e. All of the above are correct. Answer: e Diff: 3

Type: MC Page Reference: 219 Skill: Applied 46) Pepsi-cola has been known to integrate its brand into video games played online or on mobile devices, or in games purchased directly by consumers. This is an example of a. advergaming. b. video messaging. c. rich media. d. gaming interstitials. e. comprehensive messaging. Answer: a Diff: 2 Type: MC Page Reference: 222 Skill: Applied 47) When Harley-Davidson invites the public to participate in the marketing of its brands, it is employing a technique referred to as a. human media networking. b. social networking. c. brand democratization. d. crowdsourcing. e. advergaming. Answer: d Diff: 3 Type: MC Page Reference: 211 Skill: Applied 48) Marketers can create their own page on Facebook that users choose to join. This is known as a a. fan page. b. brand page.

c. blog. d. sponsorship. e. Both A and B are correct. Answer: e Diff: 3 Type: MC Page Reference: 213 Skill: Recall 49) If an organization wanted to provide an opportunity for individuals to be part of a discussion online, they could set up a a. blog. b. FAQ page. c. YouTube channel. d. 1-800 number. e. portal. Answer: a Diff: 3 Type: MC Page Reference: 213 Skill: Applied 50) Which of the following is NOT a benefit of social media marketing communications? a. willingness for consumers to engage with brands b. impact of word-of-mouth c. breadth of targeting d. absence of sound metrics e. access to millenials Answer: d Diff: 3 Type: MC Page Reference: 214 Skill: Applied...