The advertising clearance process involves which groups of people?
a. advertising agency, advertiser, media, and the audience
b. advertiser, FTC, FCC, and FDA
c. advertiser, lawyers, NAD, and possibly the NARB
d. advertiser, lawyers, FTC, and the NAD
e. advertiser, lawyers, advertising agency, and the media
Question 2Which of the following is a recommended strategy for handling missing data?
a. Eliminate case(s) with missing item(s) from all further analyses
b. Eliminate the case with the missing item in analyses using the variable
c. Substitute values for the missing items
d. Contact the respondent again
e. All of these could be used.
Question 3A good goal for keyword density on a website should be:
a. less than 1 percent.
b. 1 to 3 percent.
c. 4 to 5 percent.
d. more than 5 percent.
Question 4Which of the following is a step in the advertising clearance process?
a. advertising agency clearance
b. approval from the advertiser's legal department and perhaps also from an independent law firm
c. media approval
d. a and b
e. a, b, and c
Question 5In a multiple-column record of a data file, ____ represent different variables and ____ represent different respondents.
a. codes, numbers
b. numbers, codes
c. rows, columns
d. columns, rows
e. codes, symbols
Question 6Each of the following is true of vertical search EXCEPT it:
a. reduces extraneous results.
b. attempts to guess user intent.
c. can ask questions more quickly.
d. collects data from the user to tailor the results of future searches.
Question 7The ____ is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.
a. ad review process
b. advertising clearance process
c. NAD review process
d. NARB review process
e. advertising screening process
Question 8Multiple coders are recommended for all of the following reasons EXCEPT:
a. The use of multiple coders can shorten the amount of time it takes to code.
b. Multiple coders can help reduce bias in the interpretation of different responses.
c. Results can easily be compared to ensure agreement among coders.
d. The use of multiple coders makes the coding process less expensive.
e. All of these are legitimate reasons for using multiple coders.
Question 9When is it a good idea to employ a paid search campaign to determine which keywords should be used to optimize the site?
a. Before developing an organic search campaign.
b. While developing an organic search campaign.
c. After developing an organic search campaign.
d. All of these are correct.
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