Practice Quiz Chapter 10

. 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)

search-engine marketing

performance-based advertising

rating

. Who created the first advertising agency in 1841?

Arthur W. Page

Volney B. Palmer

Madam C. J. Walker

Dan Schawbel

. When the __________ lowered the cost of purchasing a newspaper, advertising had to make up for the lost subscription revenues.

Associated Press (AP)

The New York Times

FCC

penny press

. How many sponsors were buying TV time in 1948?

933

845

610

505

. Tony Schwartz, a master of implied messages, became famous for which advertisement?

United Colors of Benneton ad

The Daisy Spot

Coke's ''I'd Like to Teach the World to Sing'' TV commercial

''Marlborough men'' advertising

. Running messages for two related products from one company in the same one-minute commercial advertising is known as __________.

greenwashing

multimodality

double jeopardy

piggybacking

. What was one of the original forms of advertising on the Web?

Interstitial ads

Banner ads

Pop-up ads

Superstitial ads

. SEM stands for __________.

strategic-engine mailing

search-engine management

search-engine marketing

superstitial education mailing

. __________ is sometimes called buzz marketing, guerrilla marketing, or word-of-mouth (WOM) marketing.

Viral marketing

Mass marketing

Public relations

Strategic communication

. __________ 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

Direct affects

Native

Convergent