Which of the following is a characteristic of digital media?

• Static content

• Interactive dialogues

• One-way communication

• Limited integration

What does digital media shift from and to, according to the characteristics listed?

• From pull to push

• From lean forward to lean back

• From push to pull

• From many-to-many to one-to-many communications

How does digital media communication change according to the document?

• From one-to-one to one-to-many

• From many-to-many to one-to-many

• From one-to-many to many-to-many

• From many-to-one to one-to-one

Which aspect of digital media involves changes in medium and advertising standards?

• Timing of campaign

• Integration

• Medium changes, advertising standards

• Increase in communications

What is the main difference between one-to-many and one-to-one communication using the Internet?

• A) One-to-many communication sends the same message to multiple customers, while one-to-one communication sends personalized messages.

• B) One-to-many communication is more personal than one-to-one communication.

• C) One-to-one communication is less effective than one-to-many communication.

• D) One-to-many communication uses the Internet, while one-to-one does not.

What is the main concept illustrated by the communication model of Schramm (1955) as applied to the internet?

• The process of message encoding and decoding between a website and a web browser.

• The development of internet protocols.

• The history of the internet.

• The design of web pages.

What is the first step in measuring digital campaigns according to the diagram?

• Lifetime value

• Branding metrics

• Volume = unique visitors/reach (%)

• Campaign ROI (%)

Which step involves measuring the cost-per-click (CPC) in digital campaigns?

• Step 1

• Step 2

• Step 3

• Step 4

At which step is the Campaign ROI (%) measured in the digital campaign process?

• Step 4

• Step 5

• Step 3

• Step 6

What does CPA stand for in the context of digital campaign measurement?

• Cost-per-action

• Cost-per-acquisition

• Cost-per-advertisement

• Cost-per-analysis