Question 1

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Accepted Answer

A) the total number of impressions 
B) the total number of impressions in hundreds 
C) the total number of impressions in thousands 
D) the total number of impressions in millions 
A) the total number of impressions 
B) the total number of impressions in hundreds 
C) the total number of impressions in thousands 
D) the total number of impressions in millions C

Question 2

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

Accepted Answer

A) search engines. 
B) online catalogs. 
C) social networks. 
D) targeted banner ads. 
A) search engines. 
B) online catalogs. 
C) social networks. 
D) targeted banner ads. D

Question 3

For a Web site that has 100,000 visitors a month, and where on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.

Accepted Answer

A) 50,000 
B) 500,000 
C) 5 million 
D) 50 million 
A) 50,000 
B) 500,000 
C) 5 million 
D) 50 million B

Question 4

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is not a practice that degrades the results and usefulness of search engines?

Accepted Answer

A) social search 
B) link farms 
C) content farms 
D) click fraud 
A) social search 
B) link farms 
C) content farms 
D) click fraud

Question 6

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Accepted Answer

A) the Law of One Price 
B) dynamic pricing 
C) price discrimination 
D) versioning 
A) the Law of One Price 
B) dynamic pricing 
C) price discrimination 
D) versioning

Question 7

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Accepted Answer

A) True 
 B)False

Question 8

Purchasing an online ad on a CPA basis means that the advertiser:

Accepted Answer

A) pays for impressions in 1,000 unit lots. 
B) pays a pre-negotiated fee for each click an ad receives. 
C) pays only for those users who perform a specific action, such as registering, purchasing, etc. 
D) exchanges something of equal value for the ad space. 
A) pays for impressions in 1,000 unit lots. 
B) pays a pre-negotiated fee for each click an ad receives. 
C) pays only for those users who perform a specific action, such as registering, purchasing, etc. 
D) exchanges something of equal value for the ad space.

Question 9

Which of the following is not true about search engine advertising?

Accepted Answer

A) Spending on search engine advertising constitutes over 40% of all online advertising spending. 
B) The top three search engine providers supply over 95% of all online searches. 
C) The click-through rate for search engine marketing has been fairly steady over the years. 
D) Search engine advertising is the fastest growing type of online advertising. 
A) Spending on search engine advertising constitutes over 40% of all online advertising spending. 
B) The top three search engine providers supply over 95% of all online searches. 
C) The click-through rate for search engine marketing has been fairly steady over the years. 
D) Search engine advertising is the fastest growing type of online advertising.

Question 10

Which of the following is the most meaningful metric for video ads?

Accepted Answer

A) view time 
B) click-through rate 
C) completion rate 
D) skip rate 
A) view time 
B) click-through rate 
C) completion rate 
D) skip rate

Question 11

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Accepted Answer

A) education level of the consumer. 
B) communication skills of the consumer. 
C) knowledge consumers have about how to conduct online transactions. 
D) product evaluation skills of the consumer. 
A) education level of the consumer. 
B) communication skills of the consumer. 
C) knowledge consumers have about how to conduct online transactions. 
D) product evaluation skills of the consumer.

Question 12

Conversion rate is a measure of the:

Accepted Answer

A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. 
B) percentage of visitors who become customers. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of shoppers who do not return within a year after their initial purchase. 
A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. 
B) percentage of visitors who become customers. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of shoppers who do not return within a year after their initial purchase.

Question 13

Which of the following statements about a free pricing strategy is false?

Accepted Answer

A) Free products and services can knock out potential and actual competitors. 
B) The free pricing strategy was born in the early days of the Web. 
C) It is difficult to convert free customers into paying customers. 
D) Free products and services can help build market awareness. 
A) Free products and services can knock out potential and actual competitors. 
B) The free pricing strategy was born in the early days of the Web. 
C) It is difficult to convert free customers into paying customers. 
D) Free products and services can help build market awareness.

Question 14

Which of the following would you implement to collect and analyze your company's Big Data?

Accepted Answer

A) data warehouse 
B) Hadoop 
C) SQL 
D) profiling 
A) data warehouse 
B) Hadoop 
C) SQL 
D) profiling

Question 15

Recency refers to the:

Accepted Answer

A) percentage of customers who do not return during the next year after an initial purchase. 
B) time elapsed since the last visit made by a customer. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of customers who return to the site within a year to make additional purchases. 
A) percentage of customers who do not return during the next year after an initial purchase. 
B) time elapsed since the last visit made by a customer. 
C) percentage of existing customers who continue to buy on a regular basis. 
D) percentage of customers who return to the site within a year to make additional purchases.

Question 16

An ad is considered viewable if half of the ad can be viewed for at least two consecutive seconds.

Accepted Answer

A) True 
 B)False

Question 17

Identify and describe the various types of rich media ads and video ads and explain how each one works.

Accepted Answer

Rich media ads employ Flash, HTML5, Java

Question 18

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

Accepted Answer

A) retargeting 
B) behavioral targeting 
C) programmatic advertising 
D) keyword advertising 
A) retargeting 
B) behavioral targeting 
C) programmatic advertising 
D) keyword advertising

Question 19

Which of the following measures the ratio of items purchased to product views?

Accepted Answer

A) conversion rate 
B) cart conversion rate 
C) browse-to-buy ratio 
D) view-to-cart ratio 
A) conversion rate 
B) cart conversion rate 
C) browse-to-buy ratio 
D) view-to-cart ratio

Question 20

Transaction logs are built into Web server software.

Accepted Answer

A) True 
 B)False

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

For a Web site that has 100,000 visitors a month, and where on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

Which of the following is not a practice that degrades the results and usefulness of search engines?

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Purchasing an online ad on a CPA basis means that the advertiser:

Which of the following is not true about search engine advertising?

Which of the following is the most meaningful metric for video ads?

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Conversion rate is a measure of the:

Which of the following statements about a free pricing strategy is false?

Which of the following would you implement to collect and analyze your company's Big Data?

Recency refers to the:

An ad is considered viewable if half of the ad can be viewed for at least two consecutive seconds.

Identify and describe the various types of rich media ads and video ads and explain how each one works.

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

Which of the following measures the ratio of items purchased to product views?

Transaction logs are built into Web server software.

The Revolution Is Just Beginning

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Web Sites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social, Mobile, and Local Marketing

Ethical, Social, and Political Issues in E-Commerce

Online Retailing and Services

Online Content and Media

Social Networks, Auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters

Exam 6: E-Commerce Marketing and Advertising Concepts

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

For a Web site that has 100,000 visitors a month, and where on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

Which of the following is not a practice that degrades the results and usefulness of search engines?

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Purchasing an online ad on a CPA basis means that the advertiser:

Which of the following is not true about search engine advertising?

Which of the following is the most meaningful metric for video ads?

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Conversion rate is a measure of the:

Which of the following statements about a free pricing strategy is false?

Which of the following would you implement to collect and analyze your company's Big Data?

Recency refers to the:

An ad is considered viewable if half of the ad can be viewed for at least two consecutive seconds.

Identify and describe the various types of rich media ads and video ads and explain how each one works.

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

Which of the following measures the ratio of items purchased to product views?

Transaction logs are built into Web server software.

The Revolution Is Just Beginning

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Web Sites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social, Mobile, and Local Marketing

Ethical, Social, and Political Issues in E-Commerce

Online Retailing and Services

Online Content and Media

Social Networks, Auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters