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Integration
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Return to Converging Media 6e Student Resources
Practice Quiz Chapter 10
*
not completed
.
In __________, advertisers pay for results only, such as actual click-throughs to the advertiser's site rather than total page views.
cost per thousand (CPR)
correct
incorrect
search-engine marketing
correct
incorrect
performance-based advertising
correct
incorrect
rating
correct
incorrect
*
not completed
.
Who created the first advertising agency in 1841?
Arthur W. Page
correct
incorrect
Volney B. Palmer
correct
incorrect
Madam C. J. Walker
correct
incorrect
Dan Schawbel
correct
incorrect
*
not completed
.
When the __________ lowered the cost of purchasing a newspaper, advertising had to make up for the lost subscription revenues.
Associated Press (AP)
correct
incorrect
The New York Times
correct
incorrect
FCC
correct
incorrect
penny press
correct
incorrect
*
not completed
.
How many sponsors were buying TV time in 1948?
933
correct
incorrect
845
correct
incorrect
610
correct
incorrect
505
correct
incorrect
*
not completed
.
Tony Schwartz, a master of implied messages, became famous for which advertisement?
United Colors of Benneton ad
correct
incorrect
The Daisy Spot
correct
incorrect
Coke's ''I'd Like to Teach the World to Sing'' TV commercial
correct
incorrect
''Marlborough men'' advertising
correct
incorrect
*
not completed
.
Running messages for two related products from one company in the same one-minute commercial advertising is known as __________.
greenwashing
correct
incorrect
multimodality
correct
incorrect
double jeopardy
correct
incorrect
piggybacking
correct
incorrect
*
not completed
.
What was one of the original forms of advertising on the Web?
Interstitial ads
correct
incorrect
Banner ads
correct
incorrect
Pop-up ads
correct
incorrect
Superstitial ads
correct
incorrect
*
not completed
.
SEM stands for __________.
strategic-engine mailing
correct
incorrect
search-engine management
correct
incorrect
search-engine marketing
correct
incorrect
superstitial education mailing
correct
incorrect
*
not completed
.
__________ is sometimes called buzz marketing, guerrilla marketing, or word-of-mouth (WOM) marketing.
Viral marketing
correct
incorrect
Mass marketing
correct
incorrect
Public relations
correct
incorrect
Strategic communication
correct
incorrect
*
not completed
.
__________ advertising (which includes content marketing) is the online version of the print advertorial, advertising content made to appear like actual content within the publication.
Agenda setting
correct
incorrect
Direct affects
correct
incorrect
Native
correct
incorrect
Convergent
correct
incorrect
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