University of Texas, Dallas

BUSINESS 1111

True/False Questions

Chapter 3 Online Advertising

1)All forms of advertising in the Internet can be referred to as online advertising.

2. Online advertisements are less interactive compared to offline advertising.

3. The ultimate goal of brand awareness is to do more business and sell more.

4. A major disadvantage of online advertising is that it cannot turn potential customers into actual customers right there and then.

5. Online advertising and activities are highly trackable and measurable.

6. Advertisements that are shown at the background of Web pages are referred to as interstitial banners.

7. Pop-unders open as a new small window while opening a Web page.

8. Pop-up advertisements can be blocked using a good Web browser.

9. A floating advertisement appears in a layer over the content as a separate window.

10. Usually, it is not possible to click through wallpaper advertisements.
11. Static banners employ rich media such as JavaScript.

12. Online banners are always limited to the space that they occupy in a Web site.

13. A wallpaper advertisement changes the background of the Web page being viewed by the users.

14. GIF images used in banners are an example of rich media.

15. CPM refers to cost per thousand impressions.

16. CPI pricing model is used when brand awareness or exposure is the primary goal of the advertiser.

17. CPA payment model is the best way for a publisher to obtain payment.

18. The CPA model is commonly used for banner advertising and is generally associated with affiliate marketing.

19. Flat rate would appeal to a media buyer who may be testing an online campaign that targets niche markets.

20. CPC means that the advertiser pays each time the advertisement appears on the publisher’s page.

21. Pay-per-click is recommended for advertisers when the aim is to drive traffic to a new Web site.

22. In cost per engagement model, advertisers pay a fixed rate regardless of the amount of traffic or impressions.

23. The advertising network acts as an intermediary between advertisers and publishers and provides a technology solution to both.

24. The ad servers do not provide information about pay-per-click.

25. An online advertiser can track the operating system used by the respondents.

26. Advertising networks can provide information about the people who saw the advertisement as well as those who acted on it.

27. Frequency capping refers to the process of arranging advertisements in a particular order.

28. Online advertising has the ability to target markets by country, province, or city and can even drill them down to something as specific as their IP address.

29. Advertising networks can be used for creating advertising exchanges.

30. Behavioral targeting refers to the ad server’s ability to infer the optimum advertisements to serve, based on the content of the page.

31. Sending advertising traffic to the home page is suitable in most cases.

32. The content of an online advertisement should be concise and directional.

33. Time spent on a Web page is not a measure of the level of interaction a Web user has with a Web site.

34. The popularity and effectiveness of Internet banners are dropping.

35. Banner advertisements are not effective for building a brand within a specific sphere.

36. Cognitive learning is a powerful outcome of interactive display advertising.

37. Because of the intuitive nature of online advertisements, viewers do not experience advertising fatigue.

Multiple Choice Questions

38. Which of the following observations regarding online advertising is true?
    1. Online advertisements cannot be used to increase brand awareness.
    2. Online advertisements are more interactive than offline advertising.
    3. E-mail campaigns are not regarded as online advertising.
    4. Internet advertisements are not trackable and measurable.
    5. Unlike other advertisements, videos cannot be included in online advertisements.

39. The process of making people know about a brand or product is termed                      .
    1. brand awareness
    2. brand consulting
    3. brand licensing
    4. brand management
    5. brand strategy

40. Which of the following is not an objective of online advertising?
    1. Building brand awareness
    2. Creating customer demand
    3. Satisfying customer demand
    4. Driving customer response
    5. Reducing competition

41. To be successful, all forms of online marketing need to                     .
    1. reduce differentiation in the service mix
    2. use a strategic low-pricing policy
    3. increase the visitors to the Web site
    4. use psychological pricing strategy
    5. use interactive visual displays

42. Which of the following types of advertisements is shown between the pages on a Web site?
    1. Pop-up
    2. Map advertisement
    3. Floating advertisement

1. 4. Interstitial banners
   5. Banner advertisement

43. In which of the following is a new, smaller window opened to display the advertisement?
    1. Floating advertisements
    2. Pop-ups
    3. Map advertisements
    4. Wallpaper advertisements
    5. Interstitial banners

44. Which of the following types of advertising can be blocked using a good Web browser?
    1. Pop-unders
    2. Map advertisements
    3. Floating advertisements
    4. Banner advertisement
    5. Interstitial banners

45. Which of the following is a technology that is used to create static banners?
    1. Interactive technology
    2. JavaScript
    3. Graphics interchange format
    4. Flash video
    5. Rich medium

46. Usually, it is not possible to click through                       advertisements.
    1. pop-up
    2. map
    3. floating
    4. banner
    5. wallpaper

47. In a Web site, an apparel manufacturer’s advertisement appears in a layer over the content in the same window. This is an example of                   .
    1. pop-unders
    2. map advertisements
    3. floating advertisements
    4. banner advertisement
    5. interstitial banners

48. Floating advertisements are created with                  .

1. 1. JavaScript
   2. DHTML
   3. GIFs
   4. JPEG
   5. UML

49.                is an eight-bit-per-pixel bitmap image format that uses a palette of up to 256 colors and allows images to be compressed faster.
    1. JPEG
    2. Bitmap
    3. PNG
    4. TIFF
    5. GIF

50. Advertising placed within online mapping solutions such as Google Maps are termed

             .

1. 1. map advertisements
   2. wallpaper advertisements
   3. floating advertisements
   4. banner advertisement
   5. interstitial banners

51.               advertisements are sometimes referred to as “Shoshkeles.”
    1. pop-ups
    2. wallpaper advertisements
    3. banner advertisement
    4. floating advertisements
    5. interstitial banners

52. In an online portal, an advertisement is shown every time the users navigate to a different page. This is an example of                   .
    1. pop-ups
    2. wallpaper advertisements
    3. banner advertisement
    4. interstitial banners
    5. floating advertisements

53. Premier Sugar Company produces chocolates under the brand name Chocolut. The company is planning to launch an Internet advertising campaign to increase the brand awareness of Chocolut. Which of the following pricing schemes is suitable for this campaign?
    1. CPM

1. 2. CPC
   3. PPC
   4. CPA
   5. Flat rate

54. In CPC pricing, the advertiser pays:
    1. each time the advertisement appears on the publisher’s page.
    2. when an advertisement delivers an acquisition.
    3. when the advertisement is clicked on by an interested party.
    4. a fixed amount every year.
    5. when an advertisement results in a sale or transaction.

55. Which of the following payment methods is suitable when the advertising is aimed at increasing the traffic to a new Web site?
    1. CPM
    2. CPC
    3. PPC
    4. CPA
    5. Flat rate

56.               payment model is generally associated with affiliate marketing.
    1. CPM
    2. CPI
    3. CPE
    4. Flat rate
    5. CPA

57. In the                 payment model, the publishers are rewarded only if the advertising is successful.
    1. CPM
    2. CPC
    3. CPE
    4. CPA
    5. Flat rate

58. A Web site may decide to charge a flat rate if:
    1. it is a low-traffic Web site
    2. it is using an affiliate model.
    3. its customer response and traffic is high.
    4. the advertising’s primary goal is brand building.
    5. it is a social networking portal.

59. In which of the following payment models the publishers are paid based on the interactions with that advertisement?
    1. Flat rate
    2. cost per impression
    3. cost per acquisition
    4. cost per engagement
    5. cost per thousand impressions

60. Which of the following payment models would appeal to a media buyer who is testing an online campaign that targets niche markets?
    1. CPM
    2. CPC
    3. CPE
    4. CPA
    5. Flat rate

61. Which of the following payment models charge a fixed charge for the advertisements posted in a Web site?
    1. CPM
    2. Flat rate
    3. CPE
    4. CPA
    5. CPC

62. Which of the following payment models is directly dependent on conversion rate of the advertiser’s Web site?
    1. CPM
    2. Flat rate
    3. CPA
    4. CPE
    5. CPC

63.               are servers that store advertisements and serve them to Web pages.
    1. Ad servers
    2. Windows servers
    3. Commercial servers
    4. Web servers
    5. Virtual servers

64. Which of the following refers to a group of Web sites on which advertisements can be purchased through a single sales entity?
    1. Advertising agency
    2. Internet capital group
    3. Hypertext application group
    4. Advertisement network
    5. Publishers consortium

65. Which of the following observations about ad servers is true?
    1. Ad servers distribute copies of each piece of creative advertising to different publishers
    2. Ad-agencies cannot modify rotations on the advertisements in the servers without contacting the vendors.
    3. Ad servers provide a consistent counting methodology across a campaign.
    4. The ad servers do not provide information about pay-per-click.
    5. The ad servers cannot be used to store banner advertisements.

66. Frequency capping ensure that                 .
    1. a user sees advertisements in a particular order
    2. the number of times a user sees the same advertisement in a session is limited
    3. advertisements from direct competitors are not shown on the same page
    4. some users cannot see and access the advertisements published in web pages
    5. the advertiser own 100 percent of the advertising inventory on a page

67. The process of ensuring that the users see advertisements in a particular order is termed

             .

1. 1. Frequency capping
   2. Exclusivity
   3. Road-blocking
   4. Geo-targeting
   5. Sequencing

68. Exclusivity ensures that                  .
    1. a user sees advertisements in a particular order
    2. the number of times a user sees the same advertisement in a session is limited
    3. advertisements from direct competitors are not shown on the same page
    4. some users cannot see and access the advertisements published in web pages
    5. the advertiser own 100 percent of the advertising inventory on a page

69. The ad server infers the optimum advertisements to serve, based on the content of the page.

This is referred to as                 .

1. 1. contextual advertising
   2. behavioral targeting
   3. social serving
   4. geo-targeting
   5. hidebound advertising

70. In Internet advertising, social serving refers to                    .
    1. Advertising for a social cause
    2. gathering personal data about users and then serve each user with relevant advertising
    3. Advertising and promotions that appear in not-for-profit Web sites and portals
    4. Advertising and promotions that can be used and accessed by everyone in the society
    5. Advertising and promotions that are intended for the betterment of the society and people

71. The advertising network uses the profile of a user to determine which advertisements to show during a given visit. This is referred to as                      .
    1. contextual advertising
    2. geo-targeting
    3. social serving
    4. behavioral targeting
    5. hidebound advertising

72. The page a user reaches when clicking on a paid or organic search engine listing is termed                            .
    1. search page
    2. central page
    3. navigation page
    4. home page
    5. landing page

73. High-traffic Web sites with a broad audience will most likely charge on a                            basis.
    1. CPM
    2. PPC
    3. CPA
    4. Flat rate
    5. CPE

74.                is the most meaningful estimate of the level of interaction a Web user has with the Web site.
    1. Number of pages in the Web site
    2. The number of customized pages in a Web site

1. 3. The number of pages visited
   4. Time spent on a Web pages
   5. Number of advertisements in a Web site

75. Which of the following online activities is the most effective for an advertiser who is running a competition?
    1. Use a banner with rich media content and images.
    2. Advertise the rules of the competition to attract the target market.
    3. Advertise to keep the target market’s eye on the prize.
    4. Use banner advertising to brand the Web sites of every major player in that niche.
    5. Launch an exciting online activity that initiates action.

76. A phrase written in the online advertisements to motivate the reader to take action is termed

             .

1. 1. initiator
   2. prompting link
   3. click tracking
   4. click inviting
   5. call to action

77. The process of using scripts to track clicks into and out of a Web site is called                           .
    1. call to action
    2. click monitoring
    3. interactivity
    4. click tracking
    5. digital shadowing

78. Which of the following is a disadvantage of online advertising?
    1. Online advertisements cannot be tracked easily.
    2. Consumers can limit the advertising that they see.
    3. Online advertisements have limited interactivity.
    4. Most of the online advertisements are not easy to comprehend.
    5. Online advertisements cannot induce cognitive learning.

Fill in the Blanks

1. The process of making sure someone is aware of a brand or product is called                        .

2.               of a Web site is a measure of the visitors that visit a Web site.

3. An online advertisement in the form of a graphic image that appears on a Web site is called

             .

4.                advertisements are shown to the users before the next page as they click from one page to another.

5.               are advertising placed within the online mapping solutions available, such as Google Maps.

6. An un-requested window that opens on top of the currently viewed window is referred to as

             .

7.                payment model means the advertiser pays each time the advertisement appears on the publisher’s page.

8. In the                 model, the publishers charge a fixed cost per month regardless of the amount of

traffic or impressions.

9.               pricing model is used when brand awareness or exposure is the primary goal.

10. The advertising network uses the profile of a user to determine which advertisements to show during a given visit. This type of targeting is termed                      .

11. The servers that are used to store advertisements and serve them to Web pages are termed

             .

12. A group of Web sites on which advertisements can be purchased through a single sales entity is called                     .

13. Niche Web sites with a smaller but probably more targeted audience will most likely charge a flat rate or a                         rate.

14. Using banner advertisements that shadow the above-the-fold activity to drive the message both on and offline is termed                 .

15.               refers to using scripts to track clicks into and out of a Web site.