ADPR 151 EXAM 2 UNL with complete
solutions passed
In advertising, _______ means every medium or channel that connects with a consumer, to deliver a
message, support an interaction and build engagement. - correct answer ✔✔media
Media planning always begins with ______, similar to all strategic communications planning processes. -
correct answer ✔✔media research
What does WPP planning guru Jon Steel recommend that all top media planners do to stay connected to
life outside of the office and to the audiences brands are trying to reach? - correct answer ✔✔Get out of
the office and interact with the people you're researching; ride a bus, sit on a bench, spend time in
places that seem relevant so you can relate to the brands you're working on
Media plans today are multi-platform, meaning media ____ of different contact (or touch point
channels) work together to communicate the advertising message - correct answer ✔✔mix
A brand's contact or touch points collectively try to place the right message in the right ____ at the right
time to reach the right audience. - correct answer ✔✔channel
When did the widespread use of online banner ads begin? - correct answer ✔✔1990s
What milestone in modern history caused the market for banner ads to collapse ( and enter the dark
ages) - correct answer ✔✔tech bust
______ led to the reincarnation of digital marketing. Which tech company led the way? - correct answer
✔✔Search
Google; SEO: search engine optimization
, When consumers started to bypass content aggregation sites (eg yahoo, aol) and began to directly look
for the information they wanted, this marks when web surfers became web ______. Web readers
became web _____ (original content creators). - correct answer ✔✔searchers
writers
How many digitial ads are served up annually that are drowning media planners? - correct answer ✔✔1
billion +
The majority (70 percent) of a publisher's ad inventory that sells for little to nothing or not at all is called
what? - correct answer ✔✔remnants
When did the widespread use of online banner ads begin? - correct answer ✔✔1990s
DSP - correct answer ✔✔Demand-side platforms
SSP - correct answer ✔✔Supply-side platforms
Ad exchanges are not the same as ad _____. Ad exchanges create more flow of information to create ad
______, where brands can try to outbid one another for ad space. - correct answer ✔✔networks
auctions
Today, an ad exchange functions very much like a _____ exchange. - correct answer ✔✔stock
This transition from ____ men to _____ men provides higher value for _______ and ________. - correct
answer ✔✔Mad; Math
Advertisers; publishers
Software-enabled media buying and placement across digital ad inventory is called - correct answer
✔✔Programmatic ad buying
______ crumbs allow the evolution of general (mass audience) display ads to become personal ads
based on a consumer's individual interests and online activity - correct answer ✔✔Cookie
solutions passed
In advertising, _______ means every medium or channel that connects with a consumer, to deliver a
message, support an interaction and build engagement. - correct answer ✔✔media
Media planning always begins with ______, similar to all strategic communications planning processes. -
correct answer ✔✔media research
What does WPP planning guru Jon Steel recommend that all top media planners do to stay connected to
life outside of the office and to the audiences brands are trying to reach? - correct answer ✔✔Get out of
the office and interact with the people you're researching; ride a bus, sit on a bench, spend time in
places that seem relevant so you can relate to the brands you're working on
Media plans today are multi-platform, meaning media ____ of different contact (or touch point
channels) work together to communicate the advertising message - correct answer ✔✔mix
A brand's contact or touch points collectively try to place the right message in the right ____ at the right
time to reach the right audience. - correct answer ✔✔channel
When did the widespread use of online banner ads begin? - correct answer ✔✔1990s
What milestone in modern history caused the market for banner ads to collapse ( and enter the dark
ages) - correct answer ✔✔tech bust
______ led to the reincarnation of digital marketing. Which tech company led the way? - correct answer
✔✔Search
Google; SEO: search engine optimization
, When consumers started to bypass content aggregation sites (eg yahoo, aol) and began to directly look
for the information they wanted, this marks when web surfers became web ______. Web readers
became web _____ (original content creators). - correct answer ✔✔searchers
writers
How many digitial ads are served up annually that are drowning media planners? - correct answer ✔✔1
billion +
The majority (70 percent) of a publisher's ad inventory that sells for little to nothing or not at all is called
what? - correct answer ✔✔remnants
When did the widespread use of online banner ads begin? - correct answer ✔✔1990s
DSP - correct answer ✔✔Demand-side platforms
SSP - correct answer ✔✔Supply-side platforms
Ad exchanges are not the same as ad _____. Ad exchanges create more flow of information to create ad
______, where brands can try to outbid one another for ad space. - correct answer ✔✔networks
auctions
Today, an ad exchange functions very much like a _____ exchange. - correct answer ✔✔stock
This transition from ____ men to _____ men provides higher value for _______ and ________. - correct
answer ✔✔Mad; Math
Advertisers; publishers
Software-enabled media buying and placement across digital ad inventory is called - correct answer
✔✔Programmatic ad buying
______ crumbs allow the evolution of general (mass audience) display ads to become personal ads
based on a consumer's individual interests and online activity - correct answer ✔✔Cookie
