Chapter 8

Question 1

Internet advertising has grown exponentially in recent years, surpassing TV advertising in the United States and becoming the

Answer 1

second-largest advertising channel worldwide.

Question 2

social media advertising is

Answer 2

any form of digital advertising that uses social media sites and apps and involves advertisers paying for ad placement.

Question 3

Although most of the paid social media is placed on online social media sites, the focus has begun to shift to

Answer 3

mobile social media apps.

Question 4

In addition to paid social media, __ and __ are the other two largest types of internet advertising.

Answer 4

display advertising and search advertising

Question 5

__ __ is the most ubiquitous form of digital advertising, both in online and mobile formats—you see these ads on any webpage that allows to serve them (publishers).

Answer 5

Display advertising

Unless you rely extensively on tools designed to block them, such ads inevitably appear all over the webpage when you access various kinds of content, including news, photos, and videos.

Question 6

utilizes billions of online and mobile search queries consumers make every day. It is the most common form of pay-per-click advertising, usually appearing either at the top or to the right of your Google search results.

Answer 6

search advertising

Question 7

One of the key features distinguishing social media advertising from other forms of advertising is that

Answer 7

the value of the company is derived not only from the primary consumer exposure to some branded content, but also from the social interactions that may follow if consumers proceed to share the ad with other consumers on a social media site where the advertising takes place.

Question 8

sharing can immediately

Answer 8

boost the reach (number of consumers exposed to the ad), without any additional expenditure by the company

Question 9

if some consumers decide to share the advertisement, the ad content will be perceived to be

Answer 9

endorsed by them.

Question 10

implicit endorsement has been shown to

Answer 10

increase the likelihood of the ad having an impact on consumers who have been exposed to it indirectly through other consumers, who were exposed to the ad directly prior.

Question 11

Why are social media sites so interested in knowing so much about you?

Answer 11

the site has a strong incentive to collect as much information about you as possible, in order to take advantage of this consumer data through creating detailed microtarget groups and making them available to advertisers for marketing purposes.

Question 12

one of the key advantages of social media advertising

Answer 12

targeting efficiency

Question 13

Industry statistics show Facebook ads have eight to nine times higher __, compared to display ads.

Answer 13

click-through rates

Question 14

Promoted Tweets have been shown to deliver engagement rates of __ to __, which is also substantially higher than an average display ad.

Answer 14

1%-3%

Question 15

targeting on social media sites is based on

Answer 15

user interests that are loosely related to the likelihood of a user being potentially interested in your product or service

Question 16

search ads target consumers who

Answer 16

explicitly share their intent (interest) in a particular product or service.

Question 17

social media ads are generally more effective in

Answer 17

the early stages of the sales funnel, and less effective in the final conversion stage.

Question 18

If you design a perfect social media ad copy and will not change it for weeks, site users will perceive your brand to be

Answer 18

boring and unresponsive, not matching the fast-changing pace of their newsfeeds.

Question 19

your social media advertisements must __ __, incorporating fresh and timely content.

Answer 19

rotate often

Question 20

Key decisions every marketer needs to make when it comes to social media advertising include

Answer 20

(1) which social media site to advertise on,
(2) how to get people to pay attention to the ad, and
(3) how much to pay for boosting reach.

Question 21

which social media site to advertise on

Answer 21

depend on the interests and preferences of your target segment, as well as the goal of your marketing communication.

Question 22

Unfortunately, marketers often pursue a channel-focused approach, whereby they fully concentrate on

Answer 22

making decisions about the target segment, content, and bidding for one channel at a time.

Question 23

Although such razor-sharp concentration per channel might result in some short-term gains, often it leads to

Answer 23

losing potential strategic advantages of integrating advertising across multiple channel types.

Question 24

More generally, because different advertising channel types have different strengths, relative to the sales funnel, marketers can gain much by properly integrating them, in order to

Answer 24

“move” targeted consumers through the funnel