1
CHAPTER THIRTEEN
E-MARKETING COMMUNICAITON: PAID MEDIA
Multiple Choice
1. 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.
2. Which media do global consumers trust the most?
a. Earned media, followed by owned media, then paid media
b. Paid media, followed by owned media, then earned media
c. Owned media, followed by earned media, then paid media
d. Consumers trust all media equally
3. 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
4. Examples of paid media online could include all of the following except _______.
a. positive blog mentions
b. video
c. hyperlinks
d. an animated car driving through a page
5. 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
6. Online gaming creates special opportunities for ________.
2
a. classified ads
b. contextual advertising
c. product placement
d. sponsored content
7. Which of the following is true regarding advertising on the internet?
a. Many of the best ideas have already been developed.
b. Anything goes, and novelty gains attention.
c. Owned media claims the lion’s share of revenue.
d. Consumer trust levels have never been lower.
8. 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.
9. Social networks contain all of the following unique aspects except ________.
a. e-mail records
b. personal profile
c. data graph
d. interpersonal interaction data
10. 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
11. Considering social ads, a “social graph” is synonymous with _______.
a. business connections
b. friend connections
c. online popularity
d. number of “likes.”
12. How does a promoted tweet differ from a promoted trend?
a. Promoted tweets are ads that appear as content at the top of a Twitter search page.
3
b. Promoted trends are ads placed on hot topics in Twitter that are presented near a
user’s timeline.
c. Both a and b.
d. There is no difference.
13. The best target audience for LinkedIn advertising is ________.
a. widely dispersed millennials
b. narrowly targeted business professionals
c. Retirees over age 50
d. High-achieving teenagers
14. 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
15. 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.
16. How does paid inclusion occur?
a. Text or display ads appear on the SERP.
b. An organization pays to be included in a searchable directory.
c. Sites receive guaranteed indexing in a search engine.
d. Google AdWords creates a customized, searchable ad.
17. 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
18. In making an internet buy, what is the formula for calculating CPM?
a. Ad cost multiplied by audience size, divided by 1,000
4
b. Audience size divided by ad cost, multiplied by 1,000
c. Ad cost divided by audience size, multiplied by 1,000
d. Ad cost multiplied by audience size, multiplied by 1,000
19. ________ refers to reaching and gaining the attention of a target market at the lowest cost
possible.
a. Eliciting
b. Effectiveness
c. Efficiency
d. None of the above
20. 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
True/False
21. The terms paid media and advertising should not be used interchangeably because they are
not the same thing.
a. True
b. False
22. Communications media are tools used for disseminating information, such as online
video, e-mail, or newspaper.
a. True
b. False
23. Globally, consumers trust paid media the most, followed by owned media.
a. True
b. False
24. Considering formats for paid media, it is fair to say that anything goes.
a. True
b. False
5
25. Sponsored content is now illegal, due to the required separation of editorial and
advertising content.
a. True
b. False
26. Reviewing the statistics for social media advertising, one can conclude that it is a
promising and fast-growing media channel.
a. True
b. False
27. Although smartphones and tablets have high penetration, mobile internet usage is
unlikely to ever surpass computer usage.
a. True
b. False
28. Keyword advertising prompts text or display ads to appear on the SERP.
a. True
b. False
29. When deciding which media to buy, consumers’ level of trust in each medium is relatively
unimportant; it is more about effectiveness.
a. True
b. False
30. It is possible for an internet buy to be effective, but not efficient.
a. True
b. False
31. The best paid media performance metrics closely match the campaign’s objectives.
a. True
b. False
32. When viewed as a direct-response medium, display ads are relatively ineffective.
6
c. True
d. False
Essay Questions
33. Describe the history and development of internet advertising.
34. Discuss the level of trust consumers place in media, and how that trust helps or hinders e-
marketers.
35. List and describe several paid media formats advertisers can use in a campaign.
7
36. What are some of the major issues that may affect the future of mobile advertising?
37. Describe the differences between paid search, keyword advertising, and paid inclusion.
38. When consider online advertising efficiency, marketers often evaluate vendor options
using a metric called cost per thousand (CPM). How is the metric calculated?
39. How can advertisers know whether they have made an effective advertising buy?
8