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Exam 14: Media Planning Advertising and Ibp in Digital and Social Media

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Question 41

Multiple Choice

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Which of the following is considered ethically negative in the context of advergames?

A) Targeting children with advertising content
B) Targeting adolescents who are academically poor
C) Prompting a change in consumer behavior
D) Creating awareness about social issues

E) A) and D)
F) A) and C)

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Question 42

Multiple Choice

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Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get down to work. -(Scenario 14-2) In running keyword searches using Google, you took part in a common practice.Advertisers could make use of this by paying Google and making them:

A) display ads on a site after a page has been requested but before it has loaded.
B) place ads in or near relevant search results based on key words.
C) track the users who use specific keywords over and over again.
D) measure the click-through rates of the ads that are placed.

E) All of the above
F) C) and D)

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Question 43

Multiple Choice

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Which of the following best defines social media?

Similar to social networking websites, blogs also permit readers to leave comments.

is how a consumer or brand uses images and text online to construct or showcase its identity.

The Lego Star Wars is a video game that features Lego toys based on the Star Wars theme.Players need to play as one of the toy characters to defeat enemies, and complete the game chapter by chapter.This game is a(n) advergame based on Lego's toys.

Bloggers post content that include text and graphics, but not videos or links to other Web pages.

Web ads in digital and social media are intended to drive traffic off of the site where the digital ad is run.

If you choose to block the websites that track your online activity, you will actually reduce the number of relevant advertisements targeted toward you.

There are three media types in social media: earned, owned, and paid.

Web 2.0 depends on mass collaboration as individuals simultaneously create value for themselves and others.

Virtual identity is how the consumer or brand uses images and text online to construct or showcase its identity.

Digital marketers can create events with sponsors to help instill brand loyalty with offline, experiential marketing.

Explain the terms paid search and search engine optimization? What are the similarities and differences between the two? Use an example to explain each of the concepts.

In the context of video games, which of the following is true of advergames?

Common use of social networking brings disclosure issues to different audiences, and consumers should be aware of some vulnerabilities like loss of information control and digital vigilance.

Which of the following is true of paid media?

Digital and mobile advertising is most easily integrated and coordinated with other forms of promotion.

In the context of photo-sharing websites, which of the following is more likely to attract the attention of a viewer?

It is difficult to leverage the online branding tools like blogs and social media sites to increase the consumer experience and hence the value of corporate websites.