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Exam 13: Online and Mobile Advertising

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Question 51

Multiple Choice

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The most popular form of Internet advertising is _____.

A) sponsorships
B) pop-ups
C) superstitials
D) banner ads
E) interstitials

F) A) and B)
G) A) and C)

Correct Answer

verified

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Question 52

Multiple Choice

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Rebecca has been receiving a large amount of unwanted e-mail from a company that sells furniture online,alerting her to special deals and new products.This is a case of _____ e-mailing.

A) informative
B) opt-in
C) spam
D) misguided
E) misrouted

F) All of the above
G) None of the above

Correct Answer

verified

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Question 53

True/False

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

Interactive advertising is defined as encompassing all media that enable the user (who no longer is a "receiver" in the traditional,passive model of communication)to control the amount or rate of information that she or he wishes to acquire from a commercial message.

To become a sponsored link in search results online,advertisers must bid for and purchase keywords from search engine services.

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

Which of the following types of Internet ads is NOT considered rich media?

Electronic files,called brownies,can track users' online behavior.

A(n) _____ is an invaluable advertising medium for conveying much information about the brand,its character,and its promotional offerings.

Now mobile phones are common audio-visual devices for receiving information,entertainment,and advertisements and are being dubbed as the _____.

Which of the following is a type of Internet marketing unit (IMU) endorsed by the Internet Advertising Bureau (IAB) ?

_____ are electronic files that track users' online behavior.

With interstitials,users have to wait until the entire ad has been shown.

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.

Which of the following is an Internet advertising format?

Many who are skeptical of a successful future for mobile phone advertising nonetheless believe this advertising medium may have value for _____.

Interactivity,which is intertwined with _____,allows for users to select the information they perceive relevant and for brand managers to build relationships with customers via two-way communication.

Teresa received an e-mail message telling her to click on the link in the message to update her account profile at her bank.She did so,was taken to a website that looked like her bank's online banking website,and proceeded to enter all sorts of personal information such as her social security number,checking account number,and credit card numbers.However,this was not a legitimate site for her bank,but rather it was one designed to look like her bank site so thieves could obtain consumers' personal information to steal their identities.Unfortunately for Teresa,$3,000 was stolen from her bank account,and several purchases were made on her credit cards.This activity is known as ____.

Sponsored e-mail that distributes free magazine-like publications is known as _____.