MRKT 441 Exam #3 – Study Guide, Practice Questions & Exam Review
Display ad networks have all of the following characteristics, *except* display networks:
A) Consists of a group of online publishers
B) Charges publishers to run ads on their websites
C) Create standard ad sizes that publishers must agree to display
D) Charge advertisers to run ads on the network of websites - ✔✔B) Charges publishers to run
ads on their websites
An effective display ad must do all of the following, *except*:
A) Communicate a value proposition
B) Attract attention
C) Invite action
D) Be matched with a keyword phrase - ✔✔D) Be matched with a keyword phrase
Megan was looking at jewelry at jcrew.com. After leaving the website, she surfs the web for
Florida vacation destinations for spring break. She notices each time she accesses a new website
an ad for J.Crew appears. This is an example of:
A) Interest targeting
B) Placement targeting
C) Remarketing or retargeting
D) Topic targeting - ✔✔C) Remarketing or retargeting
A website such as Lucky Brand can target each of the following with remarketing, *except*:
A) Everyone that has visited any page on Lucky Brand's website
B) Anyone who has visited only Lucky Brand's homepage
C) Visitors to the Lucky Brand site who did not make a purchase
, D) Visitors to Lucky Brand who have also visited a competing brand - ✔✔D) Visitors to Lucky
Brand who have also visited a competing brand
With *CPC* bidding for display ads, advertisers pay:
A) Only when an ad is clicked
B) Per website where the ad is displayed
C) Per 1,000 impressions
D) Per conversion - ✔✔A) Only when an ad is clicked
With *CPM* bidding for display ads, advertisers pay:
A) Only when an ad is clicked
B) Per website where the ad is displayed
C) Per 1,000 impressions
D) Per conversion - ✔✔C) Per 1,000 impressions
With *CPA* bidding for display ads, advertisers pay:
A) Only when an ad is clicked
B) Per website where the ad is displayed
C) Per 1,000 impressions
D) Per conversion - ✔✔D) Per conversion
Regular emails to b-to-b customers can help the sales process, which often can stretch over
several months:
True or False - ✔✔True
It is wise for a company to wait 7 to 10 days before unsubscribing individuals from an email list
in case they want to change their minds: True or False - ✔✔False
Display ad networks have all of the following characteristics, *except* display networks:
A) Consists of a group of online publishers
B) Charges publishers to run ads on their websites
C) Create standard ad sizes that publishers must agree to display
D) Charge advertisers to run ads on the network of websites - ✔✔B) Charges publishers to run
ads on their websites
An effective display ad must do all of the following, *except*:
A) Communicate a value proposition
B) Attract attention
C) Invite action
D) Be matched with a keyword phrase - ✔✔D) Be matched with a keyword phrase
Megan was looking at jewelry at jcrew.com. After leaving the website, she surfs the web for
Florida vacation destinations for spring break. She notices each time she accesses a new website
an ad for J.Crew appears. This is an example of:
A) Interest targeting
B) Placement targeting
C) Remarketing or retargeting
D) Topic targeting - ✔✔C) Remarketing or retargeting
A website such as Lucky Brand can target each of the following with remarketing, *except*:
A) Everyone that has visited any page on Lucky Brand's website
B) Anyone who has visited only Lucky Brand's homepage
C) Visitors to the Lucky Brand site who did not make a purchase
, D) Visitors to Lucky Brand who have also visited a competing brand - ✔✔D) Visitors to Lucky
Brand who have also visited a competing brand
With *CPC* bidding for display ads, advertisers pay:
A) Only when an ad is clicked
B) Per website where the ad is displayed
C) Per 1,000 impressions
D) Per conversion - ✔✔A) Only when an ad is clicked
With *CPM* bidding for display ads, advertisers pay:
A) Only when an ad is clicked
B) Per website where the ad is displayed
C) Per 1,000 impressions
D) Per conversion - ✔✔C) Per 1,000 impressions
With *CPA* bidding for display ads, advertisers pay:
A) Only when an ad is clicked
B) Per website where the ad is displayed
C) Per 1,000 impressions
D) Per conversion - ✔✔D) Per conversion
Regular emails to b-to-b customers can help the sales process, which often can stretch over
several months:
True or False - ✔✔True
It is wise for a company to wait 7 to 10 days before unsubscribing individuals from an email list
in case they want to change their minds: True or False - ✔✔False
