Question 1 Effective brand building on the Internet requires: Question options: a) intensive use of online advertising. b) combining interactivity and information-driven direct-response marketing. c) higher expenditures than offline brand building. d) All of these are correct.

Question 2 Which of the following is often used for behavioral targeting? Question options:

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Question 3 The technique that serves ads to Internet users based on tracking of their Internet activities is: Question options:

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b) personalized advertising. c) retargeting. d) email hashing. Question 4 Which of the following is considered a best practice in email marketing? Question options:

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Question 5 The new "Rising Stars" ad formats were designed because: Question options: a) the old formats were no longer usable. b) the job of the IAB is to make as many formats available as possible. c) the IAB wanted to highlight cutting edge ad technology. d) All of these are correct.

Question 6

The number of people who took action on the email divided by the number of emails is called the: Question options:

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Question 7 Characteristics of digital media include: Question options:

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Question 8 Native advertising refers to: Question options:

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c) minimalist promotion relying on few graphics. d) promotion conducted by indigenous peoples. Question 9 Which of the following expresses the primary reason why Canadian anti-spam law is stricter than its U.S. counterpart? Question options: a) Canadian anti-spam law requires an unsubscribe mechanism. b) Canadian anti-spam law requires either implied or express consent from the recipient. c) Canadian anti-spam law requires identification of the organization. d) United States anti-spam law does not require identification of the organization.

Question 10 Steps in developing an email campaign include: Question options:

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Question 11 Acceptable email marketing practices under the CAN-SPAM law include: