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In making an internet buy, what is the formula for calculating CPM?


A) Ad cost multiplied by audience size, divided by 1,000
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

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________ 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

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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

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Considering formats for paid media, it is fair to say that anything goes.

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List and describe several paid media formats advertisers can use in a campaign.

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(bullet)Display ads
(bullet)Rich media a...

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The terms paid media and advertising should not be used interchangeably because they are not the same thing.

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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

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Discuss the level of trust consumers place in media, and how that trust helps or hinders e-marketers.

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(bullet)Globally, consumers trust earned...

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Reviewing the statistics for social media advertising, one can conclude that it is a promising and fast-growing media channel.

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Keyword advertising prompts text or display ads to appear on the SERP.

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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.

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It is possible for an internet buy to be effective, but not efficient.

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Globally, consumers trust paid media the most, followed by owned media.

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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.

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Describe the history and development of internet advertising.

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(bullet)Began in the United States with ...

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Sponsored content is now illegal, due to the required separation of editorial and advertising content.

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