1, In order to track an individual's surfing behavior, a(n) ________ is placed on a consumer's web browser or hard drive.

a, impression

b, cookie

c, clickthrough

d, ad view

e, click

2, This is the type of advertising, in which the advertiser's listing is placed within or alongside search results in exchange for paying a fee each time someone clicks on the listing

a, sponsorship

b, contract-based

c, view

d, pay-per-click

e, banner

3, What type of targeting online is Molson using when it advertises on TSN.ca for its Canadian and Coors Light brands?

a, daypart

b, behavioural

c, psychographic

d, demographic

e, physiological

4, Behavioral targeting online is based on

a, previous online purchases

b, the internet provider

c, daypart

d, demographics

e, previous surfing patterns

5, In the business planning process, another term for execution is

a, concepts

b, tactics

c, objectives

d, strategies

e, mission

6, Very often ads placed by national advertisers include a hooker. This identifies

a, an unethical issue

b, an additional insert

c, if the article continues on another page

d, local retailers where the product can be purchased

e, it as a classified advertisement

7, The number of times an ad is sent to a visitor of a web page is referred to as:

a, a visit

b, download rate

c, a clickthrough

d, an ad view

e, the clickthrough rate

8, Premiums are usually offered by manufacturers in the form of

a, price discounts

b, exclusive contest ballots

c, coupons

d, cash-back

e, merchandise

9, Using the same ad online that is used offline is

a, a good strategy to increase purchase

b, more effective for the online ad

c, less effective for the online ad

d, a good strategy to engage the consumer

e, allows the consumer to participate online

10, This type of promotion is viewed by manufacturers as the most important promotional activity:

a, cash refunds

b, free samples

c, coupons

d, trade shows

e, sweepstakes

11, New technologies are affecting the way people watch television. Perhaps the biggest change of all is

a, consumers watch far less TV

b, consumers now control when, where and how they receive advertising messages

c, consumers are choosier about what they watch

d, there are more 30-second commercials

e, consumers watch far more TV

12, Display advertising is defined as any advertisement

a, that demonstrates a product

b, that appears on the front page banner

c, that appears on the back page

d, that is full page

e, appearing in any part of the publication, excluding the classified section

13, A measurement that allows an advertiser to judge the response to an online ad is referred to as

a, a clickthrough

b, a browsing period

c, an interstitial

d, a visit

e, an ad view

14, Organizations now use promotions, particularly contests, as a means to

a, increase store traffic

b, engage customers checking out brands on a website

c, develop effective reach

d, increase the number of coupons redeemed

e, increase the number of impressions

15, Objectives are statements that outline

a, specific details of implementation

b, necessary resources

c, a mission statement

d, what is to be accomplished

e, a marketing strategy