問29
頻出度★★★
インターネット広告の一つであるバナー広告を説明しているものはどれか。
平成23年度 特別試験 ITパスポート試験 問29
ストラテジ系経営戦略マネジメント › マーケティング
This question's explanation and your answers so far.
解説
問 29
Incorrectア
“While browsing a website, a new separate window automatically opens and displays the advertisement” describes a pop-up ad (or a pop-under ad when it opens behind the current window). It is not triggered by the viewer's click but automatically opens a new window, so its mechanism differs from banner advertising. A banner ad stays within the ad slot inside the page and never opens a window on its own.
Incorrectイ
“While moving to another page, an advertising page is displayed once and the intended page is shown afterward” describes an interstitial ad, an ad inserted into the gap between page transitions. It is an interruptive type that temporarily blocks the display of content, so the way it is presented is fundamentally different from a banner ad, which is placed permanently within the target page.
- ウ
正解 Banner advertising is a form of Internet advertising in which a strip-shaped (banner) image or animation is placed in an ad slot reserved on part of a web page, and when a viewer clicks it, the browser moves to a landing page prepared by the advertiser. Choice ウ states “When you click an advertising image displayed on part of a web page, a page prepared by the advertiser is displayed,” which captures both essentials of banner advertising: (1) it is placed as an image on part of the page, and (2) clicking it leads the user to the advertiser's site. Therefore ウ is the correct answer. Another characteristic of this format is that its effectiveness is measured by the number of times it is shown (impressions) and the number of clicks, with the click-through rate (CTR) as a representative metric.
Incorrectエ
“Advertisements related to the keyword entered on a search site are displayed on the search results page” describes listing (search) advertising, that is, search-linked advertising. It is a mainly text-based ad delivered according to the search keyword, and pay-per-click (PPC) billing is common. Because both the placement space and the way delivery is decided depend on keywords, it is distinguished from banner advertising, which places an image in an ad slot on a page.
ここがポイント
- Definition of banner advertising: a placement-type Internet ad that puts an image (banner) in an ad slot on part of a web page and leads the user to the advertiser's page when clicked. Its effectiveness is measured using the number of impressions and the click-through rate (CTR).
- Do not mix up the types of Internet advertising: banner ads (an image slot inside the page), pop-up ads (a separate window opens automatically), interstitial ads (inserted between page transitions), and listing/search ads (linked to search keywords) can be clearly distinguished by what triggers their display and where they are placed.
用語