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| 1 | |
One of the distinctions between traditional media and the Internet concerns the relationship between those who create content and those who consume it. |
| | A) | True |
| | B) | False |
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| 2 | |
Marketers have always known that direct-mail advertising is the least effective medium for generating inquiries and leads and for closing a sale. |
| | A) | True |
| | B) | False |
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| 3 | |
One of the benefits of Internet advertising is the standardization of the medium. |
| | A) | True |
| | B) | False |
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| 4 | |
Interactive TV is powered by personal video recorders. |
| | A) | True |
| | B) | False |
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| 5 | |
Which of the following statements about commercial Internet services is true? |
| | A) | The U.S. Department of Defense created the Internet. |
| | B) | The Internet has been a commercial medium for over 50 years. |
| | C) | Internet advertising is less cost-efficient than broadcast advertising. |
| | D) | Internet advertising creates monologues. |
| | E) | Internet content is delivered through centralized networks. |
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| 6 | |
The Internet is a global network of computers that communicate with one another through_____, which are common rules for linking and sharing information. |
| | A) | LAN |
| | B) | protocols |
| | C) | cookies |
| | D) | Ethernet |
| | E) | browsers |
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| 7 | |
_____ includes graphical animations and ads with audio and visual elements that overlay the page or even float over the page. |
| | A) | Interactive media |
| | B) | Sensory-dependent advertising |
| | C) | Interstitials |
| | D) | Rich-media advertising |
| | E) | Broadband promotion |
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| 8 | |
Those "tell-a-friend" buttons found on product pages and articles throughout the Web, are increasingly important in getting a product recognized. Tell-a-Friend Wizard (a software program) makes it easy to add those customized buttons to any Web site so visitors can spread the word about the product. "Tell-a-friend" are examples of: |
| | A) | viral marketing. |
| | B) | spam. |
| | C) | keyword advertising. |
| | D) | an intermercial. |
| | E) | virtual marketing. |
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| 9 | |
Assume the manufacturer of Benadryl anti-itching cream, advertises on the Internet. To target its advertising, the manufacturer decided to have its banner ads appear when the user typed in "itch," "scratching," "hives," or "mosquitoes" in the search engine. The advertiser would have 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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| 10 | |
For advertisers involved in e-commerce, some publishers offer a(n) _____ whereby they charge a percentage of the transaction cost. |
| | A) | personal audience venue |
| | B) | affiliate marketing program |
| | C) | third-party ad server |
| | D) | desktop meter |
| | E) | centralized network |
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| 11 | |
_____ deliver 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) | Interstitials |
| | B) | Desktop meters |
| | C) | Third-party ad servers |
| | D) | Click-throughs |
| | E) | Statement stuffers |
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