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29 Mar 2025, 22:43
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Question 1
E
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
25%
(medium)
Question Stats:
73% (02:19) correct
27%
(02:48) wrong
based on 344
sessions
History
Date
Time
Result
Not Attempted Yet
Question 2
D
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
5%
(low)
Question Stats:
84% (01:03) correct 16%
(01:28) wrong
based on 333
sessions
History
Date
Time
Result
Not Attempted Yet
Question 3
B
Be sure to select an answer first to save it in the Error Log before revealing the correct answer (OA)!
Difficulty:
35%
(medium)
Question Stats:
65% (01:15) correct 35%
(01:22) wrong
based on 336
sessions
History
Date
Time
Result
Not Attempted Yet
The average Internet user was exposed to an estimated 950 banner ads in 2005. Most receive little attention, as evidenced by the 0.5 percent click-through rate in 2003 (the percentage of website visitors who click on a banner ad), and the click-through rate has been in steady decline from 1996 at least through 2007.
The decline in click-through rates has led many researchers to explore ways of increasing online advertising effectiveness. This has led, in turn, to more interest in conversion rate (percentage of click-throughs that result in purchases of the advertised product) and view-through rates (visits to advertised e-commerce websites prompted by banner ads viewed without click-throughs). In fact, one online-marketing firm reported that in a study of banner-ad campaigns, 85.7 percent of those generating the highest click-through rates generated lower conversion rates than those with lower click-through rates.
Recently, several researchers have shown that banner ads affect consumers’ attitude toward a brand independent of click-through rate. They help build brand equity (the brand’s monetary value as a business asset) and can improve brand awareness, brand preference, and consumer purchase intentions. Researchers Dreze and Hussherh have successfully shown that much processing of banner ads occurs at the pre-attentive level, which results in low click-through rates—despite favorable effects on users’ recall, recognition, and level of awareness of the ads.
The decline in click-through rates has led many researchers to explore ways of increasing online advertising effectiveness. This has led, in turn, to more interest in conversion rate (percentage of click-throughs that result in purchases of the advertised product) and view-through rates (visits to advertised e-commerce websites prompted by banner ads viewed without click-throughs). In fact, one online-marketing firm reported that in a study of banner-ad campaigns, 85.7 percent of those generating the highest click-through rates generated lower conversion rates than those with lower click-through rates.
Recently, several researchers have shown that banner ads affect consumers’ attitude toward a brand independent of click-through rate. They help build brand equity (the brand’s monetary value as a business asset) and can improve brand awareness, brand preference, and consumer purchase intentions. Researchers Dreze and Hussherh have successfully shown that much processing of banner ads occurs at the pre-attentive level, which results in low click-through rates—despite favorable effects on users’ recall, recognition, and level of awareness of the ads.
1. Which of the following most accurately describes the primary purpose of the passage?
A. To identify the best way to measure the impact on consumer behavior of online banner advertising
B. To argue that online banner advertising is significantly less successful than most experts believe
C. To analyze strategies intended to improve quick click-through rates on banner ads
D. To provide data concerning the ability of consumers to recall the core messages of online ads
E. To explore results of research findings concerning the effectiveness of online banner ads?
2. The author most likely mentions the report by an online marketing firm (see highlighted phrase) primarily to
A. Provide an example of a particularly effective banner ad campaign
B. Suggest a hypothesis about the extent of consumer attention to online banner ads
C. Challenge the claim that interest in conversion rates and view-through rates has been increasing
D. Dispel a possible misconception about the effectiveness of ads with high click-through rates
E. Explain the difference between view-through rates and click-through rates
A. Provide an example of a particularly effective banner ad campaign
B. Suggest a hypothesis about the extent of consumer attention to online banner ads
C. Challenge the claim that interest in conversion rates and view-through rates has been increasing
D. Dispel a possible misconception about the effectiveness of ads with high click-through rates
E. Explain the difference between view-through rates and click-through rates
3. It can be inferred from the passage that the percentage of people who clicked on banner ads when exposed to them
A. Was lower in 2005 than it was in some subsequent years
B. Did not show an overall increase from 2004 to 2006
C. Depended on consumer attitudes toward the brand advertised
D. Increased as the number of online banner ads displayed increased
E. decreased as the cost of those ads increased
A. Was lower in 2005 than it was in some subsequent years
B. Did not show an overall increase from 2004 to 2006
C. Depended on consumer attitudes toward the brand advertised
D. Increased as the number of online banner ads displayed increased
E. decreased as the cost of those ads increased
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30 Mar 2025, 00:58
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Could you share a screenshot confirming that this question is actually from GMAT Prep Focus? Just want to make sure about the source. Thank you!
01 Apr 2025, 02:51
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why was 3question answer not C?
