Question 1

Which of the following industries accounts for the highest percentage of spending on online advertising?

Accepted Answer

A) financial services 
B) retail 
C) automotive 
D) entertainment 
A) financial services 
B) retail 
C) automotive 
D) entertainment B

Question 2

Which of the following is not one of the main stages of the online purchasing process?

Accepted Answer

A) post-purchase service and loyalty 
B) awareness 
C) engagement 
D) conversation 
A) post-purchase service and loyalty 
B) awareness 
C) engagement 
D) conversation D

Question 3

Hits are a measure of the:

Accepted Answer

A) number of times an ad is clicked. 
B) number of times an ad is served. 
C) number of HTTP requests. 
D) number of pages viewed. 
A) number of times an ad is clicked. 
B) number of times an ad is served. 
C) number of HTTP requests. 
D) number of pages viewed. C

Question 4

All of the following statements about cookies are true except:

Accepted Answer

A) cookies can be used to create cross-site profiles of users. 
B) the data typically stored in cookies includes a unique ID and e-mail address. 
C) cookies make shopping carts possible by allowing a site to keep track of a user's actions. 
D) the more cookies are deleted,the less accurate ad server metrics become. 
A) cookies can be used to create cross-site profiles of users. 
B) the data typically stored in cookies includes a unique ID and e-mail address. 
C) cookies make shopping carts possible by allowing a site to keep track of a user's actions. 
D) the more cookies are deleted,the less accurate ad server metrics become.

Question 5

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,J

Question 6

Which of the following would you use as a framework for working with your company's big data sets?

Accepted Answer

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

Question 7

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

Accepted Answer

A) Panda 
B) Penguin 
C) Hummingbird 
D) Graph Search 
A) Panda 
B) Penguin 
C) Hummingbird 
D) Graph Search

Question 8

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 9

All of the following are "traditional" online marketing tools except:

Accepted Answer

A) affiliate marketing. 
B) e-mail and permission marketing. 
C) social marketing. 
D) sponsorship marketing. 
A) affiliate marketing. 
B) e-mail and permission marketing. 
C) social marketing. 
D) sponsorship marketing.

Question 10

Which of the following statements about native advertising is not true?

Accepted Answer

A) Native advertising is controversial. 
B) Native advertising is a new form of advertising found only online. 
C) Native advertising is growing rapidly,especially on social networks. 
D) Consumers look at native ads much more frequently than display ads. 
A) Native advertising is controversial. 
B) Native advertising is a new form of advertising found only online. 
C) Native advertising is growing rapidly,especially on social networks. 
D) Consumers look at native ads much more frequently than display ads.

Question 11

How are blogs being used for marketing?

Accepted Answer

Blogs have been around for a decade and

Question 12

What is marketing analytics software and what is it used for?

Accepted Answer

Marketing analytics software is a softwa

Question 13

What is cross-platform attribution and why is it difficult?

Accepted Answer

Cross-platform attribution involves unde

Question 14

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Accepted Answer

A) Nielsen ratings 
B) data collected from social networks 
C) integration of online data with offline data 
D) clickstream data 
A) Nielsen ratings 
B) data collected from social networks 
C) integration of online data with offline data 
D) clickstream data

Question 15

Which of the following statements about CAN-SPAM is not true?

Accepted Answer

A) CAN-SPAM went into effect in January 2004. 
B) CAN-SPAM prohibits unsolicited e-mail (spam). 
C) CAN-SPAM prohibits the use of deceptive subject lines and false headers. 
D) Large spammers are among CAN-SPAM's biggest supporters. 
A) CAN-SPAM went into effect in January 2004. 
B) CAN-SPAM prohibits unsolicited e-mail (spam). 
C) CAN-SPAM prohibits the use of deceptive subject lines and false headers. 
D) Large spammers are among CAN-SPAM's biggest supporters.

Question 16

Consumers tend to look at native ads more frequently than display ads.

Accepted Answer

A) True 
 B)False

Question 17

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 18

For a website that has 1 million 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

Question 19

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Accepted Answer

Google makes frequent changes to their s

Question 20

The incremental cost of building the next unit of a good is called the:

Accepted Answer

A) Law of One Price. 
B) variable cost. 
C) marginal cost. 
D) fixed cost. 
A) Law of One Price. 
B) variable cost. 
C) marginal cost. 
D) fixed cost.

Which of the following industries accounts for the highest percentage of spending on online advertising?

Which of the following is not one of the main stages of the online purchasing process?

Hits are a measure of the:

All of the following statements about cookies are true except:

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

Which of the following would you use as a framework for working with your company's big data sets?

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

All of the following are "traditional" online marketing tools except:

Which of the following statements about native advertising is not true?

How are blogs being used for marketing?

What is marketing analytics software and what is it used for?

What is cross-platform attribution and why is it difficult?

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Which of the following statements about CAN-SPAM is not true?

Consumers tend to look at native ads more frequently than display ads.

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

For a website that has 1 million 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.

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

The incremental cost of building the next unit of a good is called the:

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: Websites, mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social,mobile,and Local Marketing

Ethical,social,and Political Issues in E-Commerce

Online Retail 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

Which of the following industries accounts for the highest percentage of spending on online advertising?

Which of the following is not one of the main stages of the online purchasing process?

Hits are a measure of the:

All of the following statements about cookies are true except:

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

Which of the following would you use as a framework for working with your company's big data sets?

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

All of the following are "traditional" online marketing tools except:

Which of the following statements about native advertising is not true?

How are blogs being used for marketing?

What is marketing analytics software and what is it used for?

What is cross-platform attribution and why is it difficult?

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Which of the following statements about CAN-SPAM is not true?

Consumers tend to look at native ads more frequently than display ads.

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

For a website that has 1 million 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.

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

The incremental cost of building the next unit of a good is called the:

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: Websites, mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social,mobile,and Local Marketing

Ethical,social,and Political Issues in E-Commerce

Online Retail and Services

Online Content and Media

Social Networks, auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters