Download Advertising Media Planning (COMM352)

Internet Advertising and Promotional Communication (COMM 455)
Study Guide for Quiz 1
1.
On the Web, the top 10 sites account for the majority of advertising revenue
(Text and Lecture)
2.
Internet advertising in 2006 is estimated at $ 5 billion (Lecture), and the
Internet population is more than 250 million in the United States, according
to www.iab.net or other sources. (Lecture)
3.
All of the statements below correctly describe the Internet as an advertising
and marketing tool EXCEPT: (Lecture)
a. One of the biggest advantages for using the Internet over most of the
traditional media is the level of targeting possible. Advertisers can target
based on a person’s actual behavior.
b. Compared to other media advertising, Internet advertising is superior in
terms of interactivity, directly measurable sales impact, and ease of
testing/research.
c. Unlike in TV or print, an Internet ad campaign can be launched,
measured, or updated immediately.
d. Internet provides excellent opportunities for targeting, audience
selectivity, and ease of delivering to the majority of the US population.
4.
Which of the following sets includes only what we termed advertising
infrastructure? (Lecture)
5.
According to the lecture on “Alternative Means of Internet
Communication,” which of the following sets includes the Internet
communication methods currently available? (Lecture)
6.
Which of the following represents a set of the sellers of the Internet
advertising? (Lecture)
7.
Which of the following sets includes advertising networks only? (Lecture)
8.
Which of the following sets includes ad management technology used on the
Internet? (Lecture)
9.
Internet coupons are effective tools for building brand loyalty and equity.
(Lecture)
10. Which of the statements below describes IMC and its components
correctly? (Lecture)
11. One of the advantages of Internet-based PR compared to traditional PR
approaches is that the former can facilitate proactive PR practices better.
(Lecture)
12. Building traffic is an appropriate goal for both Web publishers like Yahoo
and advertisers like IBM (Lecture)
13. The most logical budgeting technique is “all you can afford” method.
(Lecture)
14. According to the author of the article, “Online Contests and Incentives,”
(Reading)
15. According to the article, “Flashy or Simple: An E-Marketer’s Dilemma,”
usability experts like Jakob Nielsen view the web as a cognitive, not
emotional medium. (Reading)
16. Intermercials or superstitials have become the second most popular form of
Web advertising because of its intrusive nature, high-impact, highinteraction benefits (Lecture)
17. Banners/buttons, content sponsorships and classified ads are effective
forms of internet advertising for small businesses.
(Lecture)
18. – 32. Which of the following definitions is not correct, according to the
PLAY text in its Glossary of Interactive Terms?
a. Opt-in refers to.
b. Slotting fee.
c. Cookie
d. Contextual advertising
e. Keyword matching.
f. Will list 30 (five of which are given above) and you are to match with the
right description. You will get half a point for every correct match
33,According to Zeff and Aronson, (Text)
a. The travel industry such as airline and destination resorts, (e.g., Club
Med) is one of the frequent users of direct email
b. There are two ways to get email lists: to rent lists from list brokers and to
develop a list yourself through a registration process on your own site.
b. Sites can quickly build lists by offering visitors incentives.
c. Only a and b are correct
g. All of the above are correct.
34. IAB is a non-profit organization serving the Internet advertising industry and
providing useful information including advertising terms/glossary and
advertising forms/standards. (Lecture)
35. Which of the following is not one of the tips given by Ju-Pak for an effective
website? (Lecture)
36. According to Ju-Pak, Zeff and Aronson offer some rules that will help ensure
that your interstitials or intermercials don’t upset consumers. Their rule
dictates (Lecture & Text)
37. According to the lecture on “Alternative Means of Internet Communication,”
which of the following is non-interactive, one-way communication?
(Lecture)
38. Rich media ads are currently popular among b2b, public services,
automotive, CPG marketers compared to direct response marketers.
(Lecture)
39-40. from lectures on Message Content Issues I (Websites)
There will be additional 12 questions from PLAY text, Ch. 1, 4, 5, & 8. Pay
attention to the notes and presentations of your professor for the day!!