Question 1

Direct e-mail marketing refers to marketing e-mails sent to:

Accepted Answer

A)  recipients who have expressed an interest in receiving messages from that advertiser. 
B)  any recipient from a verifiable company e-mail address. 
C)  recipients who have signed on to a company's e-mail list. 
D)  recipients with known names and addresses. 
A)  recipients who have expressed an interest in receiving messages from that advertiser. 
B)  any recipient from a verifiable company e-mail address. 
C)  recipients who have signed on to a company's e-mail list. 
D)  recipients with known names and addresses. A

Question 2

Promoted Trends is an example of which of the following types of online advertising?

Accepted Answer

A)  blog advertising 
B)  interest-based advertising 
C)  game advertising 
D)  social network advertising 
A)  blog advertising 
B)  interest-based advertising 
C)  game advertising 
D)  social network advertising D

Question 3

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

organic

Question 4

A majority of states in the United States have laws regulating or prohibiting spam.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following online advertising formats attracted the least amount of spending in 2012?

Accepted Answer

A)  search 
B)  classifieds 
C)  rich media 
D)  e-mail 
A)  search 
B)  classifieds 
C)  rich media 
D)  e-mail

Question 6

The industry organization called ________ has established standardized sizes for display ads.

Accepted Answer

-IAB, the

Question 7

Acquisition 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 8

The sole purpose of marketing communications is sales.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is an example of "pull" advertising?

Accepted Answer

A)  search engine ads 
B)  spam 
C)  pop-ups 
D)  interstitials 
A)  search engine ads 
B)  spam 
C)  pop-ups 
D)  interstitials

Question 10

What are the values or benefits of search engine advertising? Describe the types of search engine advertising that exist.

Accepted Answer

Benefits or values to search engine adve

Question 11

Display ads produce the highest click-through rates.

Accepted Answer

A) True 
 B)False

Question 12

Research studies have shown that viewers scan search engine results pages:

Accepted Answer

A)  in an "F" shaped pattern with greater attention to the left side of the page. 
B)  in an inverted "T" pattern with greater attention to the left side of the page. 
C)  from top to bottom, with little consideration for elements along either margin of the page. 
D)  from top to bottom, with the greatest attention to the right side of the page. 
A)  in an "F" shaped pattern with greater attention to the left side of the page. 
B)  in an inverted "T" pattern with greater attention to the left side of the page. 
C)  from top to bottom, with little consideration for elements along either margin of the page. 
D)  from top to bottom, with the greatest attention to the right side of the page.

Question 13

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 14

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 15

Which of the following is not a major Web design feature that impacts online purchasing?

Accepted Answer

A)  redundant navigation 
B)  fast download times 
C)  easy product list navigation 
D)  responsiveness 
A)  redundant navigation 
B)  fast download times 
C)  easy product list navigation 
D)  responsiveness

Question 16

Research indicates that social network influence may not extend to distant friends.

Accepted Answer

A) True 
 B)False

Question 17

The size of a leaderboard is:

Accepted Answer

A)  728 × 90 pixels. 
B)  300 × 600 pixels. 
C)  160 × 600 pixels. 
D)  180 × 150 pixels. 
A)  728 × 90 pixels. 
B)  300 × 600 pixels. 
C)  160 × 600 pixels. 
D)  180 × 150 pixels.

Question 18

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 19

________ is the sending of marketing messages to specific subgroups in the population.

Accepted Answer

The answer of ________ is the sending of marketing messages...

Question 20

Which of the following types of display ads is 160 × 600 pixels?

Accepted Answer

A)  leaderboard 
B)  half-page ad 
C)  medium rectangle 
D)  wide skyscraper 
A)  leaderboard 
B)  half-page ad 
C)  medium rectangle 
D)  wide skyscraper

Direct e-mail marketing refers to marketing e-mails sent to:

Promoted Trends is an example of which of the following types of online advertising?

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.

A majority of states in the United States have laws regulating or prohibiting spam.

Which of the following online advertising formats attracted the least amount of spending in 2012?

The industry organization called ________ has established standardized sizes for display ads.

Acquisition rate is a measure of the:

The sole purpose of marketing communications is sales.

Which of the following is an example of "pull" advertising?

What are the values or benefits of search engine advertising? Describe the types of search engine advertising that exist.

Display ads produce the highest click-through rates.

Research studies have shown that viewers scan search engine results pages:

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

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

Which of the following is not a major Web design feature that impacts online purchasing?

Research indicates that social network influence may not extend to distant friends.

The size of a leaderboard is:

Conversion rate is a measure of the:

________ is the sending of marketing messages to specific subgroups in the population.

Which of the following types of display ads is 160 × 600 pixels?

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

E-Commerce Marketing Concepts: Social, Mobile, Local

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 7: E-Commerce Marketing Communications

Direct e-mail marketing refers to marketing e-mails sent to:

Promoted Trends is an example of which of the following types of online advertising?

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.

A majority of states in the United States have laws regulating or prohibiting spam.

Which of the following online advertising formats attracted the least amount of spending in 2012?

The industry organization called ________ has established standardized sizes for display ads.

Acquisition rate is a measure of the:

The sole purpose of marketing communications is sales.

Which of the following is an example of "pull" advertising?

What are the values or benefits of search engine advertising? Describe the types of search engine advertising that exist.

Display ads produce the highest click-through rates.

Research studies have shown that viewers scan search engine results pages:

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

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

Which of the following is not a major Web design feature that impacts online purchasing?

Research indicates that social network influence may not extend to distant friends.

The size of a leaderboard is:

Conversion rate is a measure of the:

________ is the sending of marketing messages to specific subgroups in the population.

Which of the following types of display ads is 160 × 600 pixels?

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

E-Commerce Marketing Concepts: Social, Mobile, Local

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