Ch13 Verified Test Bank E-Marketing Communicaiton Paid Media

CHAPTER THIRTEEN E-MARKETING COMMUNICAITON: PAID MEDIA

Multiple Choice

1. Regarding paid media, which of the following is most true?
2. The term is synonymous with advertising.
3. The line between physical and digital platforms is blurring.
4. The medium is not the appliance.
5. All of the above are true.
6. Which media do global consumers trust the most?
7. Earned media, followed by owned media, then paid media
8. Paid media, followed by owned media, then earned media
9. Owned media, followed by earned media, then paid media
10. Consumers trust all media equally
11. Examples of paid media online could include all of the following except _______.
12. positive blog mentions
13. video
14. hyperlinks
15. an animated car driving through a page
16. Considering rich media ads, what is one downside of highly interactive display ads?
17. They do not always fully engage users
18. Click-through to the advertiser’s website can be a complex process
19. The use
20. They require more bandwidth
21. Online gaming creates special opportunities for ________.
22. classified ads
23. contextual advertising
24. product placement
25. sponsored content
26. Which of the following is true regarding advertising on the internet?
27. Many of the best ideas have already been developed.
28. Anything goes, and novelty gains attention.
29. Owned media claims the lion’s share of revenue.
30. Consumer trust levels have never been lower.
31. Paid social media advertising is used for ________.
32. building awareness
33. creating positive brand attributes
34. collecting valuable customer information
35. All of the above.
36. Social networks contain all of the following unique aspects except ________.
37. e-mail records
38. personal profile
39. data graph
40. interpersonal interaction data
41. If an advertiser wants to narrowly target their well-defined markets through Facebook, what information do they need?
42. Social performance metrics
43. Paid media records
44. Competitor profiles
45. Member profiles
46. Considering social ads, a “social graph” is synonymous with _______.
47. business connections
48. friend connections
49. online popularity
50. number of “likes.”
51. How does a promoted tweet differ from a promoted trend?
52. Promoted tweets are ads that appear as content at the top of a Twitter search page.
53. Promoted trends are ads placed on hot topics in Twitter that are presented near a user’s timeline.
54. Both a and b.
55. There is no difference.
56. The best target audience for LinkedIn advertising is ________.
57. widely dispersed millennials
58. narrowly targeted business professionals
59. Retirees over age 50
60. High-achieving teenagers
61. When considering mobile advertising, how do marketers view the mobile phone?
62. As marketing’s dilemma to be solved
63. As advertising’s wasteland
64. As advertising’s promised land
65. As marketing’s ultimate search tool
66. Mobile advertising can be viewed as an evolving area with ______.
67. great promise
68. many unanswered questions
69. Both a and b.
70. None of the above.
71. How does paid inclusion occur?
72. Text or display ads appear on the SERP.
73. An organization pays to be included in a searchable directory.
74. Sites receive guaranteed indexing in a search engine.
75. Google AdWords creates a customized, searchable ad.
76. When considering which media to buy, marketers consider all of the following except ________ .
77. Media investment
78. Media characteristics
79. Media effectiveness
80. Media efficiency
81. In making an internet buy, what is the formula for calculating CPM?
82. Ad cost multiplied by audience size, divided by 1,000
83. Audience size divided by ad cost, multiplied by 1,000
84. Ad cost divided by audience size, multiplied by 1,000
85. Ad cost multiplied by audience size, multiplied by 1,000
86. ________ refers to reaching and gaining the attention of a target market at the lowest cost possible.
87. Eliciting
88. Effectiveness
89. Efficiency
90. None of the above
91. To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.
92. SERP
93. SEO
94. CPM
95. AOL

True/False

1. The terms paid media and advertising should not be used interchangeably because they are not the same thing.
2. True
3. False
4. Communications media are tools used for disseminating information, such as online video, e-mail, or newspaper.
5. True
6. False
7. Globally, consumers trust paid media the most, followed by owned media.
8. True
9. False
10. Considering formats for paid media, it is fair to say that anything goes.
11. True
12. False
13. Sponsored content is now illegal, due to the required separation of editorial and advertising content.
14. True
15. False
16. Reviewing the statistics for social media advertising, one can conclude that it is a promising and fast-growing media channel.
17. True
18. False
19. Although smartphones and tablets have high penetration, mobile internet usage is unlikely to ever surpass computer usage.
20. True
21. False
22. Keyword advertising prompts text or display ads to appear on the SERP.
23. True
24. False
25. When deciding which media to buy, consumers’ level of trust in each medium is relatively unimportant; it is more about effectiveness.
26. True
27. False
28. It is possible for an internet buy to be effective, but not efficient.
29. True
30. False
31. The best paid media performance metrics closely match the campaign’s objectives.
32. True
33. False
34. When viewed as a direct-response medium, display ads are relatively ineffective.
35. True
36. False

Essay Questions

1. Describe the history and development of internet advertising.
2. How can advertisers know whether they have made an effective advertising buy?