SECTION A

New technologies are affecting the way people watch television. Perhaps the biggest change of all is

A consumers watch far less TV

B consumers now control when, where and how they receive advertising messages

C consumers are choosier about what they watch

D there are more 30-second commercials

E consumers watch far more TV

This type of promotion is viewed by manufacturers as the most important promotional activity:

A cash refunds

B free samples

C coupons

D trade shows

E sweepstakes

This is the type of advertising, in which the advertiser’s listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on the listing

A sponsorship

B contract-based

C view

D pay-per-click

E banner

Using the same ad online that is used offline is

1 分

A a good strategy to increase purchase

B more effective for the online ad

C less effective for the online ad

D a good strategy to engage the consumer

E allows the consumer to participate online

In the business planning process, another term for execution is

1 分

A concepts

B tactics

C objectives

D strategies

E mission

Premiums are usually offered by manufacturers in the form of

1 分

A price discounts

B exclusive contest ballots

C coupons

D cash-back

E merchandise

In order to track an individual's surfing behavior, a(n) ________ is placed on a consumer's web browser or hard drive.

1 分

A impression

B cookie

C clickthrough

D ad view

E click

A measurement that allows an advertiser to judge the response to an online ad is referred to as

1 分

A a clickthrough

B a browsing period

C an interstitial

D a visit

E an ad view

What type of targeting online is Molson using when it advertises on TSN.ca for its Canadian and Coors Light brands?

1 分

A daypart

B behavioural

C psychographic

D demographic

E physiological

Organizations now use promotions, particularly contests, as a means to

1 分

A increase store traffic

B engage customers checking out brands on a website

C develop effective reach

D increase the number of coupons redeemed

E increase the number of impressions

Objectives are statements that outline

1 分

A specific details of implementation

B necessary resources

C a mission statement

D what is to be accomplished

E a marketing strategy

Very often ads placed by national advertisers include a hooker. This identifies

1 分

A an unethical issue

B an additional insert

C if the article continues on another page

D local retailers where the product can be purchased

E it as a classified advertisement

Behavioral targeting online is based on

A previous online purchases

B the internet provider

C daypart

D demographics

E previous surfing patterns

The number of times an ad is sent to a visitor of a web page is referred to as:

1 分

A a visit

B download rate

C a clickthrough

D an ad view

E the clickthrough rate

Display advertising is defined as any advertisement

1 分

A that demonstrates a product

B that appears on the front page banner

C that appears on the back page

D that is full page

E appearing in any part of the publication, excluding the classified section