An interstitial is a Web page or banner inserted in the normal flow of editorial content for the purpose of advertising or promotion.
True
False
True
Affiliate is a customer-oriented advertising method.
True
False
False
Procter & Gamble's Sparkle City site for Crest toothpaste is a brand specific site.
True
False
True
Promotional banners are very ineffective in stimulating trial.
True
False
False
The difference between banner ads and content sponsorship is that sponsorship ads are rotated.
True
False
False
Sponsorship is subtler than banner advertising.
True
False
True
Direct marketing through standard mail or telemarketing services is much cheaper than e-mail marketing.
True
False
False
Click-through rates are higher for banner advertising than for e-mail ads.
True
False
False
Permission marketing is build around a "opt-in" model of direct marketing.
True
False
True
Viral marketing propagates itself.
True
False
True
CPM stands for cost-per-hundred-impressions and ad rates are based on the "eyeball" model.
True
False
False
The Industry Standard reports indicate that the average ad-banner CPM rates are continuing to increase.
True
False
False
Banner exchange services are a way in which small and home businesses can drive traffic to their sites without paying for banner ads.
True
False
True
Using different ad copy and controlling the frequency can help reduce banner burnout.
True
False
True
Using the unique visitor metric is a good method for advertisers to differentiate between a teenager who accidentally stumbles into an online brokerage site and an investment pro looking to make good buys.
True
False
False
Advertising networks:
One-stop shop for marketers to plan, serve, and track ad campaigns across many different Web sites; offers thousands of member sites where ads can be placed.
Banner advertising:
An image file placed in content sites where the advertiser's target market can be reached.
Click-through rate:
The measurement of how many times viewers click on a banner ad.
Cost-per-response (CPR):
The media cost based on how many viewers click on a banner ad or actual sales on a designated Web site.
Cost-per-thousand impressions (CPM):
The media cost of gaining exposure to one thousand persons with an ad on designated Web sites.
E-mail marketing:
A targeted or tailored message from a marketer to each recipient of the e-mail.
Electronic coupons:
A response-inducing sales promotion effort that can be redeemed in online or offline stores.
Interstitials:
A Web page or banner inserted in the normal flow of editorial content for the purpose of advertising or promotion.
Micro-site:
A mini online store site that runs during a specific ad or promotional campaign.
Permission marketing:
The sending of customized messages and e-mail flyers by marketers to consumers who have subscribed to this service.
Viral marketing:
A combination of e-mail marketing and word-of-mouth communication that propagates itself the way viruses do from one user to another via e-mail messages.
