Question 1

"Shoppers" constitute approximately ________ % of the online Internet audience.

Accepted Answer

A)  60 
B)  70 
C)  80 
D)  90 
A)  60 
B)  70 
C)  80 
D)  90

Question 2

In 2014, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Accepted Answer

A)  45% 
B)  60% 
C)  75% 
D)  90% 
A)  45% 
B)  60% 
C)  75% 
D)  90%

Question 3

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

Accepted Answer

A) True 
 B)False

Question 4

________ is an automated, auction-based method for matching demand and supply for online display ads.

Accepted Answer

Programmat

Question 5

Which of the following is not a primary source of ad fraud?

Accepted Answer

A)  browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange 
B)  ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 
C)  botnets hired by publishers to click on Web pages to create phony traffic 
D)  native advertising that is displayed on a social media site 
A)  browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange 
B)  ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 
C)  botnets hired by publishers to click on Web pages to create phony traffic 
D)  native advertising that is displayed on a social media site

Question 6

In a(n) ________ search, the inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules (an algorithm) imposed by the search engine.

Accepted Answer

The answer of In a(n) ________ search, the inclusion and...

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

________ ads involves showing the same or similar ad to individuals across multiple Web sites.

Accepted Answer

The answer of ________ ads involves showing the same or...

Question 9

Dove's Real Beauty Sketches video ad is an example of which of the following?

Accepted Answer

A)  viral marketing 
B)  local marketing 
C)  affiliate marketing 
D)  lead generation marketing 
A)  viral marketing 
B)  local marketing 
C)  affiliate marketing 
D)  lead generation marketing

Question 10

Uber has been criticized for using which of the following?

Accepted Answer

A)  flash marketing 
B)  bundling 
C)  surge pricing 
D)  freemium 
A)  flash marketing 
B)  bundling 
C)  surge pricing 
D)  freemium

Question 11

The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

Accepted Answer

The answer of The ________ rate is an e-mail campaign...

Question 12

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 action taken 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 action taken 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 13

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.

Question 14

Which of the following is the most important tool in establishing a relationship with the customer?

Accepted Answer

A)  company Web site 
B)  company CRM system 
C)  Facebook 
D)  search engine display ads 
A)  company Web site 
B)  company CRM system 
C)  Facebook 
D)  search engine display ads

Question 15

View-through rate measures the ________ response rate to an ad.

Accepted Answer

A)  30-minute 
B)  24-hour 
C)  7-day 
D)  30-day 
A)  30-minute 
B)  24-hour 
C)  7-day 
D)  30-day

Question 16

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Accepted Answer

The answer of ________ behavior refers to the transaction log...

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 the top reason why consumers choose the online channel?

Accepted Answer

A)  availability of a wider variety of products 
B)  social media influence 
C)  lower prices 
D)  the ability to shop 24/7 
A)  availability of a wider variety of products 
B)  social media influence 
C)  lower prices 
D)  the ability to shop 24/7

Question 19

What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Accepted Answer

Transaction logs, which are built into W

Question 20

Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

Accepted Answer

A) True 
 B)False

"Shoppers" constitute approximately ________ % of the online Internet audience.

In 2014, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

________ is an automated, auction-based method for matching demand and supply for online display ads.

Which of the following is not a primary source of ad fraud?

In a(n) ________ search, the inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules (an algorithm) imposed by the search engine.

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

________ ads involves showing the same or similar ad to individuals across multiple Web sites.

Dove's Real Beauty Sketches video ad is an example of which of the following?

Uber has been criticized for using which of the following?

The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

Recency refers to the:

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

Which of the following is the most important tool in establishing a relationship with the customer?

View-through rate measures the ________ response rate to an ad.

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

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

Which of the following is the top reason why consumers choose the online channel?

What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

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

"Shoppers" constitute approximately ________ % of the online Internet audience.

In 2014, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

________ is an automated, auction-based method for matching demand and supply for online display ads.

Which of the following is not a primary source of ad fraud?

In a(n) ________ search, the inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules (an algorithm) imposed by the search engine.

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

________ ads involves showing the same or similar ad to individuals across multiple Web sites.

Dove's Real Beauty Sketches video ad is an example of which of the following?

Uber has been criticized for using which of the following?

The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

Recency refers to the:

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

Which of the following is the most important tool in establishing a relationship with the customer?

View-through rate measures the ________ response rate to an ad.

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

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

Which of the following is the top reason why consumers choose the online channel?

What are Web transaction logs, and how do they work in combination with registration forms, shopping cart databases, and tracking files to help firms understand how customers behave online?

Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

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