Advertising online brings new opportunities and challenges to advertisers accust

Question

Advertising online brings new opportunities and challenges to advertisers accustomed to traditional media. Search advertising has proven an effective option for millions of advertisers who understand the right approach to this new medium.

What text ads generated from online search lack in creativity, they more than make up in accountability, that is, their usefulness in measuring the impact of advertising.

7. Gopi Kallayil, Product Marketing Manager at Google, argues that the strengths of search advertising, attributes unavailable with traditional media, are

a.measurability and trackability.

b. engagement and entertainment.

c. leverage and buy-in.

d. creativity and interactivity.

e. trust and credibility.

8.

Google has two programs that help advertisers connect with potential customers. One program shows ads to Web users when they use Google's search engine. The other shows ads by placing them at relevant websites. The name your text uses for this second program is

a. AdLib.

b. AdWords.

c. AdVertise.

d. AdSense.

e. AdIntelligence.

9.Advertisers who choose the AdWords program pay

a. when someone sees their ad.

b. when someone orders from them.

c. when someone links to their ad.

d. a monthly fee.

e. when someone clicks on their ad.

10. Google's cost-per-click program involves paying each time an ad is clicked.

a. direct-response advertisers, traditional advertisers, online advertisers

b. end users, advertisers, publishers

c. visitors, publishers, stakeholders

d. old media, new media, advertisers

e. Google, Bing, and Yahoo!

11. The flexibility of the AdSense model can be seen from the fact that in addition to the cost-per-click model it also allows advertisers to use a more traditional pricing model that has been mentioned earlier in your book. This model is

a. cost of media.

b. direct response.

c. monthly payment.

d. cost per sale.

e. CPM or cost per thousand views.

Explanation / Answer

7- measurability and trackability, as the systems have become robust and can measure and track at much faster rate than human beings, it was lacking in traditional systems.

8- AdSense: as it works by matching text and display ads to your site based on your content.

9- when someone clicks on their ad: it is based on pay per click concept.

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