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312) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 9 states, "You can be serious without
A) having an attitude."
B) a PhD."
C) an MBA."
D) a suit."
E) losing your sense of humor."
313) Much of Google's success is based on the 10 guidelines of its corporate philosophy.
Guideline 10 states, "________ just isn't good enough."
A) Second
B) Satisfying customers
C) Making money
D) Beating Apple
E) Great
314) Google generates revenue by offering online ________ opportunities next to search results
or on specific web pages.
A) advertising
B) sales promotion
C) banking
D) publishing
E) store
315) An advantage of online advertising such as offered through Google is that it is ________,
which allows it to immediately assess its
A) objective; measurability.
B) measurable; effectiveness.
C) unbiased; impartiality.
D) detached; measurability.
E) independent; traceability.
316) The online advertising market has grown from its initial focus on simple text ads to a much
larger set of options. There are five key categories of online advertising. They are search,
________, classified, referral, and e-mail.
A) digital
B) tracking
C) monitor
D) content
E) display
317) Google is the dominant provider of online search requests and receives more than ________
percent of the search advertising revenue.
A) 30
B) 40
C) 50
D) 60
E) 70
318) Several improvements in technology and business practice tools contributed to Google's
success. Google developed its patented ________ algorithm that evaluates the entire link
structure of the Internet and uses the link structure to determine which pages are most important.
A) PageRoot
B) PageFolio
C) PageRank
D) PageCall
E) PageTag
319) Google developed ________, two business practice tools, to: (1) help advertisers create ads
and (2) help content providers generate advertising revenue.
A) AdWords and AdSense
B) AdPage and AdRoot
C) AdLeaf and AdCall
D) AdFolio and AdSummon
E) AdRank and AdTag
320) To help advertisers place ads based on their search-engine results, Google developed an
online tool called
A) AdPage.
B) AdLeaf.
C) AdTag.
D) AdWords.
E) AdRank.
321) In the traditional advertising model, advertisers were charged using a ________ approach,
which charged for the exposures to an ad. Google transformed the traditional model to a model
called ________ where advertisers pay only when someone actually clicks on the ad and is sent
to their website.
A) cost per thousand occurrences; cost-per-mil
B) cost per thousand incidences; cost-per-snap
C) cost per thousand impressions; cost-per-click
D) cost per thousand recurrences; cost-per-lead
E) cost per thousand frequencies; cost-per-hit
322) Google's ________ program was designed for website owners as a tool for placing ads next
to their web page content rather than next to search results.
A) AdPage
B) AdSupport
C) AdWords
D) AdRank
E) AdSense
323) One of the tools Google is using to pursue its goal of increasing its display advertising
business is called
A) AdPage.
B) AdSense.
C) AdRank.
D) AdWords.
E) AdSnap.
324) Google purchased ________, an advertising exchange where websites put space up for
auction and ad agencies bid to place ads for their clients.
A) YouTube
B) ClickBot
C) eBay
D) DoubleHit
E) DoubleClick
325) Describe the three forms of product advertisements. What are their objectives?
326) List and briefly describe the four forms of institutional advertising.
327) What are the steps to develop an advertising program?
328) Most advertising messages are made up of both informational and persuasive elements.
These two elements can be combined in the form of an appeal to provide a basic reason for the
consumer to act. Briefly describe the three appeals.
329) What are the two conflicting goals that advertisers face when choosing advertising media?
What is the relationship of reach and frequency to these goals?
330) Media buyers use many terms to help select the right media for an advertising campaign.
Define reach, rating, frequency, gross rating points (GRPs), and cost per thousand (CPM).
331) List two advantages and two disadvantages of using each of these for advertising:
television, radio, magazines, and newspapers.
332) List two advantages and two disadvantages of using each of these for advertising: yellow
pages, the Internet, and billboards (outdoor).
333) Identify the three different approaches used to schedule advertising.
334) List and describe the three types of pretests that can be conducted before advertising is
placed in the media.
335) Discuss the process of pretesting and posttesting advertising copy. Include a list of methods
used for pretesting and posttesting in your answer. Be sure to explain why marketers should
pretest and posttest ad copy.
336) Differentiate among full-service advertising agencies, limited-service advertising agencies,
and in-house agencies as to the services provided.
337) What is the difference between a coupon and a deal?
338) A new sandwich shop has opened just off campus and would like the university students to
frequent the shop whenever they are hungry. What is the best type of sales promotion to use to
reach them and why?
339) What is the difference between a contest and sweepstakes?
340) What is a point-of-purchase display? Discuss two reasons firms use them.
341) What is a product placement? Give an example.
342) What is cooperative advertising?
343) What is publicity? What are the main types of publicity tools? What is the main objective of
each type of tool?
