mark 2400 - chapter 17

1. _______ are placed on virtually any Internet site and are usually linked to the advertiser’s Internet site, micro site, or social media site. 

• pop-up ads

• display ads

• pop-under ads

• banner ads

1. What form of ad was considered the original marketing communication found in Internet media? 

• sponsorship

• display

• banner

• pop-ups

1. Extensive use of pictures, sounds, and animation in a website gives consumers _____. 

• nonverbal information

• interactivity

• recuprocuty

• responsiveness

1. Internet media presents advertising opportunities with mass exposure potential like TV and selective reach like: 

• television

• radio

• magazines

• out-of-home

1. A website's degree of _____ is the extent to which someone involved in communication over the Internet perceives the communication to be reciprocal, responsive, speedy, and characterized by the use of nonverbal information. 

• stickiness

• effectiveness

• interactivity

• impact

1. In 2021, which format received the greatest advertising revenue? 

• social media

• search

• video

• display ads

1. The _______________ is a service that ensured that the money Canadian brands spent on advertising stayed within the Canadian economy. 

• 1. Canadian IAB Exchange 

• 1. Google Canada System 

• 1. Maple Network Exchange 

• 1. New Media Canada Co. 

1. The Internet may not be the optimal medium for awareness in many situations due to its limited _____ without other communication to direct consumers to the website. 

• reach

• branding

• frequency

• recall

1. __________ was implemented such that when consumers see and click the blue triangle icon on ads, they can read information on why the ad is placed on the website they are visiting.

• IAB Canada

• Google standards

• AdChoices program

• 1. Digital Advertising Alliance of Canada 

1. Based on a sample of digital marketing firm’s clients, the median click-through rate across 16 industries hit: 

• 1. 0.05% 

• 1. 1.5% 

• 1. 5%

• 1. 0.5%