Question 1

_____ are specifically designed to deliver promotions from one central source, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Accepted Answer

A)  Third-party ad servers
B)  Cookies
C)  Worms
D)  Desktop meters
E)  Trojans

Question 2

A centralized network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.

Accepted Answer

A) True 
 B)False

Question 3

HTML allows for the relatively easy creation of displays, called _____, that can be easily linked to all kinds of content, including other sites.

Accepted Answer

A)  worms
B)  Web pages
C)  Trojans
D)  broadband connections
E)  cookies

Question 4

How as the Internet changed the way we send mail?

Accepted Answer

The Internet has changed the w...

Question 5

_____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information.

Accepted Answer

A)  Buttons
B)  Trojans
C)  Cookies
D)  Banners
E)  Search engines

Question 6

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Accepted Answer

A) True 
 B)False

Question 7

"In the 2000s, the Internet is a global medium." Explain.

Accepted Answer

People around the world use the Internet...

Question 8

In the context of mobile advertising, the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

Accepted Answer

A)  index
B)  button
C)  deck
D)  banner
E)  cookie

Question 9

In the context of purchasing advertising space, some publishers charge their clients according to click-throughs, that is:

Accepted Answer

A)  the clients need to pay when a user actually clicks on a banner ad to visit the advertiser's landing page.
B)  the clients need to pay when a user clicks to visit the Web site on which the ad is displayed.
C)  the clients need to pay only when a consumer purchases a product from the advertiser's home page.
D)  the clients need to pay in advance for uploading their ads on a Web site.
E)  the clients need to pay a fixed amount for every banner ad. A

Question 10

Which of the following is true about third-party ad servers?

Accepted Answer

A)  Third-party ad servers can deliver ads from multiple sources across multiple Web domains.
B)  Third-party ad servers cannot deliver ads from a single source.
C)  Third-party ad servers can deliver ads from one central server across multiple Web domains.
D)  Third-party ad servers are restricted to delivering ads to a single Web domain.
E)  Third-party ad servers cannot control the rotation and distribution of their advertisements.

Question 11

As Web advertising tools, banners take up less space than buttons.

Accepted Answer

A) True 
 B)False  False

Question 12

A Web site is used as a supplement to a microsite.

Accepted Answer

A) True 
 B)False

Question 13

Third-party ad servers deliver ads from across multiple Web domains to one central source.

Accepted Answer

A) True 
 B)False  False

Question 14

What are cookies?

Accepted Answer

Cookies are small pieces of information ...

Question 15

In the context of traditional media, time and space are not limited resources.

Accepted Answer

A) True 
 B)False

Question 16

Sponsored SMS is the form of advertising that represents the smallest inventory.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is true about behavioral targeting?

Accepted Answer

A)  It is unable to track people's behavior on the Internet.
B)  It cannot track viewers anonymously.
C)  It cannot use encrypted identification numbers.
D)  It tends to be too invasive into consumers' lives.
E)  It does not allow advertisers to place cookies on the user's browser.

Question 18

Which of the following statements about digital interactive media is true?

Accepted Answer

A)  The Internet has opened the door to electronic commerce.
B)  The percentage of the U.S.population able to access the Internet on a regular basis continues to decrease.
C)  Interactive TV is not a form of digital media.
D)  The Internet is still a niche advertising medium as it is costly.
E)  Internet reach is the lowest among non-Hispanic whites.

Question 19

Viral marketing is the Internet equivalent of billboards and hoardings.

Accepted Answer

A) True 
 B)False

Question 20

One of the differences between the Internet and traditional media is that:

Accepted Answer

A)  traditional media content has been delivered through a distributed network.
B)  in traditional media, space is not a limited resource.
C)  the consumers using the Internet consume content in an appointment viewing mode.
D)  internet audiences are typically content consumers.
E)  the Internet, from its beginnings, has been interactive.

Exam 15: Using Digital Interactive Media

_____ are specifically designed to deliver promotions from one central source, across multiple Web domains, allowing advertisers the ability to manage the rotation and distribution of their advertisements.

Correct AnswerverifiedShow Answer

A centralized network is characterized by many different hubs and links, which allows continuous communication even if some connections stop working.

Correct AnswerverifiedShow Answer

HTML allows for the relatively easy creation of displays, called _____, that can be easily linked to all kinds of content, including other sites.

Correct AnswerverifiedShow Answer

How as the Internet changed the way we send mail?

Correct AnswerverifiedThe Internet has changed the w...View AnswerShow Answer

_____ are Web sites that allow people to type a word or phrase into a text box and then quickly receive a listing of information.

Correct AnswerverifiedShow Answer

Spam generally refers to unsolicited, mass e-mail advertising for a product or service that is sent by an unknown entity to a purchased mailing list or newsgroup.

Correct AnswerverifiedShow Answer

"In the 2000s, the Internet is a global medium." Explain.

Correct AnswerverifiedPeople around the world use the Internet...View AnswerShow Answer

In the context of mobile advertising, the _____ refers to the content and experience that the carrier made available to their users when they loaded a Web browser on their phones.

Correct AnswerverifiedShow Answer

In the context of purchasing advertising space, some publishers charge their clients according to click-throughs, that is:

Correct AnswerverifiedA

Which of the following is true about third-party ad servers?

Correct AnswerverifiedShow Answer

As Web advertising tools, banners take up less space than buttons.

Correct AnswerverifiedFalse

A Web site is used as a supplement to a microsite.

Correct AnswerverifiedShow Answer

Third-party ad servers deliver ads from across multiple Web domains to one central source.

Correct AnswerverifiedFalse

What are cookies?

Correct AnswerverifiedCookies are small pieces of information ...View AnswerShow Answer

In the context of traditional media, time and space are not limited resources.

Correct AnswerverifiedShow Answer

Sponsored SMS is the form of advertising that represents the smallest inventory.

Correct AnswerverifiedShow Answer

Which of the following is true about behavioral targeting?

Correct AnswerverifiedShow Answer

Which of the following statements about digital interactive media is true?

Correct AnswerverifiedShow Answer

Viral marketing is the Internet equivalent of billboards and hoardings.

Correct AnswerverifiedShow Answer

One of the differences between the Internet and traditional media is that:

Correct AnswerverifiedShow Answer

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The Internet has changed the w...
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People around the world use the Internet...
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A

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False

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False

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Cookies are small pieces of information ...
View Answer

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