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Basic Display Ads MCQ

1. The ads in a column on the left or right side of a web page are called:

Content ads

Gutter ads

Border ads

In-line ads

Answer

Correct Answer: In-line ads

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2. Which of the following may help improve the performance of display ads?

use a red button in the ad

use only blue and green in the ad

keep the image file size low

include a primary and secondary call-to-action

Answer

Correct Answer: keep the image file size low

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3. What term describes the linking of ad tags from different servers, networks, etc.?

Blackwater Chain

Chainlink

Breadcrumb Chain

Daisy Chain

Answer

Correct Answer: Daisy Chain

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4. What is a software system that links topics on the screen to related information and graphics?

Hypertext

Hyperport

Hyperlink

Hyperbeam

Answer

Correct Answer: Hypertext

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5. What term describes an online display ad normally 88 x 31 Pixels in size?

Micro Banner

Macro Button

Micro Button

Meta Banner

Answer

Correct Answer: Micro Button

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6. What term refers to a block of color used to surround feature aspects of an ad?

Backdrop

White Space

White Paper

Background

Answer

Correct Answer: White Space

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7. What % of earnings from AdSense content ads do publishers collect?

82%

13%

68%

42%

Answer

Correct Answer: 68%

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8. What is The Golden Triangle?

The modern flow of e-commerce

Twitter, Facebook, & LinkedIn

Three common SEO strategies

The top-left corner of Google's search results.

Answer

Correct Answer: The top-left corner of Google's search results.

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9. What does the RFM model stand for?

Robust-Frequency-Monetization

Recency-Frequency-Monetary

Rich-Frequency-Monetization

Answer

Correct Answer: Recency-Frequency-Monetary

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10. What does DMP stand for?

Demand Marketing Platform

Demand Management Platform

Data Management Platform

Data Marketing Platform

Answer

Correct Answer: Data Management Platform

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11. What are page views?

The number of times a page has appeared in search results.

The number of times a page has been requested from the server.

The number of times a page has been seen by unique IP addresses

The number of times a page has been seen by Google's ranking algorithm

Answer

Correct Answer: The number of times a page has been requested from the server.

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12. Which of the following is NOT one of the ten largest display ad networks in 2013?

Google Ad Sense

AdIt

Advertising.com

Chitika

Answer

Correct Answer: AdIt

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13. What term refers to the amount of time spent at a site over a certain period of time?

CTR

Hold

Stickiness

Durability

Answer

Correct Answer: Stickiness

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14. What does SSP stand for?

Source Supply Platform

Server Side Platform

Supply Side Platform

Sleek Server Platform

Answer

Correct Answer: Supply Side Platform

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15. What can make up a display ad?

Video

All of these

Sound

Images

Answer

Correct Answer: All of these

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16. What are interstitial ads?

An umbrella term for banners, pop-ups, etc.

A consistent banner on every webpage within a webpage

Ads that appear in front of or "on top of" a webpage's content

Ads that appear when a user navigates away from a webpage

Answer

Correct Answer: Ads that appear in front of or "on top of" a webpage's content

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17. Online display ads are often referred to as:

Buttons

Banners

Bulletins

Billboards

Answer

Correct Answer: Banners

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18. What are rich media ads?

Ads backed by popular culture organizations

Ads that use audio, video, or animation programming

Ads heavily loaded with SEO terms

Ads that produce significant monetary value

Answer

Correct Answer: Ads that use audio, video, or animation programming

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19. What is the most important thing to consider in defining a display campaign?

the attribution model of the campaign

the projected cost of the campaign

the campaign ad size

your target audience and goals

Answer

Correct Answer: your target audience and goals

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20. True or False? A 'hit' happens when a web server receives a request.

False

True

Answer

Correct Answer: True

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21. What does CTR stand for?

Click Through Rate

Current Tracking Record

Cost Time Revenue

Core Theme Reaction

Answer

Correct Answer: Click Through Rate

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22. True or False? Animated ads yield stronger results than static ones.

True

False

Answer

Correct Answer: True

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23. What 2 components make up a simple banner ad?

Dated JAVA text and the first line of GIF coding

TREOS specs & a BTHATS base

The HTML tag for a link with the HTML tag for an image

A Python base and HTML head

Answer

Correct Answer: The HTML tag for a link with the HTML tag for an image

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24. What does the term re-targeting mean?

a feature that lets you show an individual two versions of an ad on the same page

the ability to send an email to anyone who has viewed your display ad

a feature that lets you reach people who have already visited your site with display ads

the ability to use Facebook to target anyone who has viewed your AdSense ad

Answer

Correct Answer: a feature that lets you reach people who have already visited your site with display ads

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25. What is a cookie?

A compressed tool for websites to organize the PC specs, data usage, and third-party add ons used by a visitor

A trend tracking code snippet stored on a user's hard drive

A small piece of data sent from a website and stored in a user's web browser while a user is browsing a website

A way to communicate web history between a user, webhost, and SEO algorithms

Answer

Correct Answer: A small piece of data sent from a website and stored in a user's web browser while a user is browsing a website

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26. What term describes an ad that displays in a secondary browser window directly beneath the initial browser window?

PopOver

PopBack

PopUnder/PopUp

PopOut/Interstitial ad

Answer

Correct Answer: PopUnder/PopUp

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27. What is contained within display ads?

Community

Pitch

Analytics

Content

Answer

Correct Answer: Content

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28. What is a Call To Action?

A global rallying cry, sparked socially online, that can mobilize like-minded individuals to make substantial, real world change

A line within content or an ad asking the reader to visit a page, submit a comment, share the content, etc.

When a company sparks an increased focus on social media engagement, starting or cleaning up their image and accessibility on multiple social platforms

A weekly (or daily) theme or goal a company profile places for itself, achievable via CTR traffic metrics

Answer

Correct Answer: A line within content or an ad asking the reader to visit a page, submit a comment, share the content, etc.

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29. What file format allows for silent looping video?

.GIF

.RAR

.ZIP

.JPEG

Answer

Correct Answer: .GIF

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30. What term refers to a snippet of HTML placed on a webpage to display an ad?

Block

Tag

Cut

Snip

Answer

Correct Answer: Tag

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31. What does a megaboard or leaderboard refer to?

an ad placed at the top right of a page

an ad placed at the bottom center of a page

an ad placed the top center of a page

ad ad placed at the bottom right of a page

Answer

Correct Answer: an ad placed the top center of a page

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32. What does it mean when a digital ad is "Above the fold?"

It is outperforming other ads in the campaign and should be given the most attention

It is adhering to design and branding best practices

It is visible in the upper section of the web page with no scrolling required

Clicking the ad will bring the user to a new web page

Answer

Correct Answer: It is visible in the upper section of the web page with no scrolling required

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33. Online advertising is often divided into two categories, display and:

Set

Social

Structured

Answer

Correct Answer: Search

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34. Which of the following are monetization models for display ads?

CPM, CPC, CPP

CPM, CPC, CPA

CPA, CPC, CPF

CPA, CPC, CRA

Answer

Correct Answer: CPM, CPC, CPA

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35. True or False? It's typically recommended to make banner ads as large as possible to improve performance.

False

True

Answer

Correct Answer: False

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36. True or False? Advertising your website as a whole on a banner is more effective than a specific product/service.

False

True

Answer

Correct Answer: False

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37. Which of the following is a benefit of display ads?

they target only users who are familiar with your brand

the produce a relatively low click-through-rate

the same ads can be used for every audience

they appear next to content that you are already viewing

Answer

Correct Answer: they appear next to content that you are already viewing

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38. True or False? SEO based keywords are irrelevant in Display Advertising.

False

True

Answer

Correct Answer: False

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39. True or False? All banner ads should click through to a website homepage.

False

True

Answer

Correct Answer: False

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40. Text that appears while a banner is loading or when a cursor moves over a banner is called:

Alt text

Clear text

Hidden text

Main text

Answer

Correct Answer: Alt text

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41. Displaying relevant messages to users based on the type of content they consume is known as:

Sourcing Ads

Contextual Targeting

Match Advertising

Display Advertising

Answer

Correct Answer: Contextual Targeting

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42. Which of the following IS NOT a Google Display Network targeting option?

Placements

Topics

Demographics

Purchases

Answer

Correct Answer: Purchases

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43. In what way are skyscraper ads displayed?

All of these

Vertically

In a looping GIF

Horizontally

Answer

Correct Answer: Vertically

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44. Which of the following is typically important in crafting an effective CTA?

including capitalized words

using several hyperlinks

using the word free

conveying a sense of urgency

Answer

Correct Answer: conveying a sense of urgency

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45. What are the 3 most common banner ad unit sizes (included in IAB universal ad package)?

160x600, 300x600, 728x90

120x600, 300x600, 728x90

160x600, 300x250, 728x90

120x600, 300x250, 728x90

Answer

Correct Answer: 160x600, 300x250, 728x90

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46. What is the click-through-rate of the average banner ad?

10%

0.10%

22%

Answer

Correct Answer: 0.10%

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47. Which term describes the 'lifetime' of an ad campaign?

Flight

Fortitude

Stamina

Train

Answer

Correct Answer: Flight

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48. True or False? Display Ads should always be published in company colors.

False

True

Answer

Correct Answer: False

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49. Which of the following is a benefit of Facebook's Custom Audiences feature?

ability to target based on last login time

ability to target relatives of existing users

ability to use Facebook data to target users with AdSense ads

ability to target individual people with ads

Answer

Correct Answer: ability to target individual people with ads

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50. In what way are leaderboard ads displayed?

Animated

Horizontally

Vertically

All of these

Answer

Correct Answer: Horizontally

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51. What term describes the tendency of web visitors to ignore banner ads?

Ad Aware

eFilter

Banner Block

Banner Blindness

Answer

Correct Answer: Banner Blindness

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52. Which of the following is a standard IAB ad size?

240 x 380

200 x 600

728 x 90

100 x 325

Answer

Correct Answer: 728 x 90

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53. One common way for a publisher to fill up unused inventory is to use:

House ads

Expired ads

Pinup ads

White space

Answer

Correct Answer: House ads

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54. What are banner ad networks?

Multimedia broadcasting networks

Social networks based on banner ad best practices

Networks that act as brokers between advertisers and publishers

Networks that compile and share banner advertising advice

Answer

Correct Answer: Networks that act as brokers between advertisers and publishers

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