1a.) Advertisers want to have an understanding about the number of different people or households exposed to their advertisement. In other words, they want to know about the ads ___________.

frequency

gross margin

rating

reach

1b.) The idea of getting the right ad, at the right time, for the right user, in the moment when he or she is most interested in that topic is the key to the success of _____________.

radio advertising

search advertising

television commercials

newspaper advertising

1c.) As advertisers manage their interactive marketing communications (IMC) programs, they can compare the effectiveness of the various types of advertising available by calculating _________ which refers to the cost of reaching 1,000 individuals or households with the advertising message in a given medium.

cost per click

cost per medium

overall cost

cost per thousand

1d.) Google AdWords functions much like direct response marketing because AdWords asks that customers take action by clicking on an advertisement. This response is similar to that required with __________.

magazines

newspapers

yellow pages

infomercials

1e.) Online advertising has the unique feature of being interactive; the use of drop-down menus, built-in games or search engines that engage viewers are excellent examples of __________.

rich media

flexible media

raw media

frequency media

Google: An Integrated Marketing Communications Perspective Since 1996, Google has been a leader in paid search advertising. Google's AdWords advertising program allows advertisers to create ad text, select target keywords, and manage their account regardless of whether the advertiser is a Fortune 500 company or a local convenience store. Google's unique ad placement bidding process allows even the smallest of advertisers to get into the online paid search advertising game with a low initial investment. Google Web Page visitors always know when an advertiser has paid to place an advertisement in front of them since Google never sells its placement in organic search results and always distinguishes its paid ads from its search results. The Internet represents a relatively new medium for advertisers though it has already attracted a wide variety of industries. Online advertising is similar to print advertising in that it offers a visual message, however it has advantages in that online advertising can also utilize audio and video capabilities. The most common forms of online advertising are paid search advertising, banner advertising, classified ads, and video. Paid search is one of the fastest growing forms of online advertising as approximately 80% of Internet traffic begins at a search engine like Google