The technique that serves ads to Internet users based on tracking of their Internet activities is:
a. behavioral targeting.
b. personalized advertising.
c. retargeting.
d. email hashing.
Question 2Outdoor advertising showings and gross rating points are sold in increments of ____.
a. 10
b. 20
c. 25
d. 50
e. 100
Question 3Which of the following is essentially a sampling frame problem?
a. Refusals
b. No one at home
c. Observation errors
d. Noncoverage errors
e. Designated respondent not at home when interviewer calls
Question 4Which of the following is often used for behavioral targeting?
a. website registrations
b. cookies
c. predictive models
d. All of these are correct.
Question 5Poster-advertising space has historically been sold in terms of ____, which represent the percentage of the population that is theoretically exposed to an advertiser's billboard message.
a. cost per thousands
b. ratings
c. shares
d. showings
e. opportunities
Question 6Which of the following is NOT an example of a nonsampling error?
a. Using a telephone directory as a sampling frame
b. Choosing a quota sample by strictly adhering to the response instructions
c. Using a city map purchased in a gas station as the sampling frame
d. Using state car title records as a sampling frame
e. All of these are examples of non-sampling errors.
Question 7Ad serving is necessary for most sites because:
a. matching availability of ad space on sites to advertiser needs is complicated.
b. the software required is complex and expensive.
c. it's uncommon for ads to be directly embedded in a web page.
d. All of these are correct.
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