Stokes et al. Chapter 8

Question 1

What’s the difference between an impression, action and interaction?

Answer 1

An impression is when an advert is served (and hopefully seen by user), action is when the user completes an action such as making a purchase and interaction is when they interact with advert/content (e.g. game)

Question 2

What does CPM impressions mean?

Answer 2

Cost per 1000 impressions, brand awareness/exposure = primary goal.

Question 3

What does ‘flat rate’ mean?

Answer 3

Fixed rate per month

Question 4

What does ‘frequency capping’ mean?

Answer 4

The ad server will limit the number of times that a user sees adverts in a particular order.

Question 5

What does ‘roadblocking’ mean?

Answer 5

Allowing an advertiser to own 100% of the advertising inventory on a page.

Question 6

What can be disadvantages of online advertising?

Answer 6

Technical obstacles, connection speed, advertising fatigue, ad blockers

Question 7

Name 3 advantages of Email Marketing

Answer 7

cost effective, completely measurable, customizable on mass scale.