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When consider online advertising efficiency, marketers often evaluate vendor options using a metric called cost per thousand CPM). How is the metric calculated?

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(bullet)Cost per tho...

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Online gaming creates special opportunities for ________.


A) classified ads
B) contextual advertising
C) product placement
D) sponsored content

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Considering rich media ads, what is one downside of highly interactive display ads?


A) They do not always fully engage users
B) Click-through to the advertiser's Web site can be a complex process
C) The use
D) They require more bandwidth

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What are some of the major issues that may affect the future of mobile advertising?

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(bullet)Wireless bandwidth is currently small, so additional advertising content interferes with quick download of the requested information (bullet)The smaller screen size of cell phones and smartphones greatly limits ad size (bullet)It requires different techniques to track advertising effectiveness, and this is an emerging field (bullet)Many mobile users must pay their service provider by the minute or amount of data downloaded while accessing the internet-and many do not want to pay for the time it takes to receive ads

When deciding which media to buy, consumers' level of trust in each medium is relatively unimportant; it is more about effectiveness.

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Regarding paid media, which of the following is most true?


A) The term is synonymous with advertising.
B) The line between physical and digital platforms is blurring.
C) The medium is not the appliance.
D) All of the above are true.

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The best paid media performance metrics closely match the campaign's objectives.

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Although smartphones and tablets have high penetration, mobile internet usage is unlikely to ever surpass computer usage.

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Paid social media advertising is used for ________.


A) building awareness
B) creating positive brand attributes
C) collecting valuable customer information
D) All of the above.

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D

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy.


A) SERP
B) SEO
C) CPM
D) AOL

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Social networks contain all of the following unique aspects except ________.


A) e-mail records
B) personal profile
C) data graph
D) interpersonal interaction data

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If an advertiser wants to narrowly target their well-defined markets through Facebook, what information do they need ?


A) Social performance metrics
B) Paid media records
C) Competitor profiles
D) Member profiles

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How can advertisers know whether they have made an effective advertising buy?

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They can utilize the...

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When considering which media to buy, marketers consider all of the following except ________ .


A) Media investment
B) Media characteristics
C) Media effectiveness
D) Media efficiency

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A

Describe the differences between paid search, keyword advertising, and paid inclusion.

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(bullet)Paid search occurs when an adver...

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Mobile advertising can be viewed as a new area with ______.


A) great promise
B) many unanswered questions
C) Both a and B
D) None of the above.

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The most notable finding of comScore's research on internet advertising was that ________.


A) online brand communication effects actually decreased offline sales
B) the most effective Web ads in history were run by AT&T in 1994
C) online display ads improved online and offline sales and Web site visits even if people didn't click on the ads
D) consumers will click on ads, but only if it is preceded by trustworthy brand communication

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Considering social ads, a "social graph" is synonymous with _______.


A) business connections
B) friend connections
C) online popularity
D) number of "likes."

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Communications media are tools used for disseminating information, such as online video, e-mail, or newspaper.

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When considering mobile advertising, how do marketers view the mobile phone?


A) As marketing's dilemma to be solved
B) As advertising's wasteland
C) As advertising's promised land
D) As marketing's ultimate search tool

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