Question 1

A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?

Accepted Answer

A)  sponsorship 
B)  banner swapping 
C)  affiliate relationship 
D)  public relations 
A)  sponsorship 
B)  banner swapping 
C)  affiliate relationship 
D)  public relations

Question 2

Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:

Accepted Answer

A)  design look. 
B)  credibility. 
C)  content quality. 
D)  simple navigation. 
A)  design look. 
B)  credibility. 
C)  content quality. 
D)  simple navigation.

Question 3

All of the following statements about interstitials are true except:

Accepted Answer

A)  Interstitials typically appear as a user moves from one page to another. 
B)  Interstitials typically last 30 seconds. 
C)  Interstitials are full-page messages. 
D)  Interstitials can be deployed over an advertising network. 
A)  Interstitials typically appear as a user moves from one page to another. 
B)  Interstitials typically last 30 seconds. 
C)  Interstitials are full-page messages. 
D)  Interstitials can be deployed over an advertising network.

Question 4

Spending on social advertising is less than 10 percent of spending on all online advertising.

Accepted Answer

A) True 
 B)False

Question 5

Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:

Accepted Answer

A)  referral marketing. 
B)  nonlinear video advertisement. 
C)  behavioral targeting. 
D)  viral marketing. 
A)  referral marketing. 
B)  nonlinear video advertisement. 
C)  behavioral targeting. 
D)  viral marketing.

Question 6

Search engine marketing saves consumers cognitive energy and reduces search costs.

Accepted Answer

A) True 
 B)False

Question 7

A typical response rate for an e-mail campaign would be ________ percent.

Accepted Answer

A)  2 
B)  5 
C)  25 
D)  50 
A)  2 
B)  5 
C)  25 
D)  50

Question 8

A typical banner ad might cost ________ per 1,000 impressions.

Accepted Answer

A)  5 cents 
B)  $5 
C)  $50 
D)  $500 
A)  5 cents 
B)  $5 
C)  $50 
D)  $500

Question 9

Which of the following measures the average length of stay at a Web site?

Accepted Answer

A)  loyalty 
B)  stickiness 
C)  recency 
D)  retention rate 
A)  loyalty 
B)  stickiness 
C)  recency 
D)  retention rate

Question 10

Describe the steps you would take if you want to optimize your rankings in search engine results.

Accepted Answer

The first step in improving a firm's sea

Question 11

Sending e-mail marketing messages is typically less costly than sending direct mail marketing messages.

Accepted Answer

A) True 
 B)False

Question 12

A(n) ________ permits a firm to place its logo, banner ad, or text link on another firm's Web site from which users of that site can click through to the originating site.

Accepted Answer

affiliate

Question 13

What does Web site functionality mean, and how important is this quality to online marketing efforts? What other qualities of a Web site are important?

Accepted Answer

Web site functionality refers to how wel

Question 14

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 15

The most expensive form of online advertising on a per thousand viewer basis is a(n):

Accepted Answer

A)  exclusive sponsorship arrangement. 
B)  e-mail campaign. 
C)  banner ad. 
D)  rich media ad. 
A)  exclusive sponsorship arrangement. 
B)  e-mail campaign. 
C)  banner ad. 
D)  rich media ad.

Question 16

Search engine advertising expenditures in 2012 were approximately:

Accepted Answer

A)  $17 million. 
B)  $170 million. 
C)  $1.7 million. 
D)  $17 billion. 
A)  $17 million. 
B)  $170 million. 
C)  $1.7 million. 
D)  $17 billion.

Question 17

________ rate measures the percentage of customers who purchase once but never return within a year.

Accepted Answer

The answer of ________ rate measures the percentage of customers...

Question 18

All of the following statements about CAN-SPAM are true except:

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 19

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 20

The amount spent on online advertising in 2012 was approximately:

Accepted Answer

A)  $373 million. 
B)  $3.73 billion. 
C)  $37.3 billion. 
D)  $373 billion. 
A)  $373 million. 
B)  $3.73 billion. 
C)  $37.3 billion. 
D)  $373 billion.

A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?

Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:

All of the following statements about interstitials are true except:

Spending on social advertising is less than 10 percent of spending on all online advertising.

Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:

Search engine marketing saves consumers cognitive energy and reduces search costs.

A typical response rate for an e-mail campaign would be ________ percent.

A typical banner ad might cost ________ per 1,000 impressions.

Which of the following measures the average length of stay at a Web site?

Describe the steps you would take if you want to optimize your rankings in search engine results.

Sending e-mail marketing messages is typically less costly than sending direct mail marketing messages.

A(n) ________ permits a firm to place its logo, banner ad, or text link on another firm's Web site from which users of that site can click through to the originating site.

What does Web site functionality mean, and how important is this quality to online marketing efforts? What other qualities of a Web site are important?

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

The most expensive form of online advertising on a per thousand viewer basis is a(n):

Search engine advertising expenditures in 2012 were approximately:

________ rate measures the percentage of customers who purchase once but never return within a year.

All of the following statements about CAN-SPAM are true except:

Recency refers to the:

The amount spent on online advertising in 2012 was approximately:

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

A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?

Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:

All of the following statements about interstitials are true except:

Spending on social advertising is less than 10 percent of spending on all online advertising.

Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:

Search engine marketing saves consumers cognitive energy and reduces search costs.

A typical response rate for an e-mail campaign would be ________ percent.

A typical banner ad might cost ________ per 1,000 impressions.

Which of the following measures the average length of stay at a Web site?

Describe the steps you would take if you want to optimize your rankings in search engine results.

Sending e-mail marketing messages is typically less costly than sending direct mail marketing messages.

A(n) ________ permits a firm to place its logo, banner ad, or text link on another firm's Web site from which users of that site can click through to the originating site.

What does Web site functionality mean, and how important is this quality to online marketing efforts? What other qualities of a Web site are important?

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

The most expensive form of online advertising on a per thousand viewer basis is a(n):

Search engine advertising expenditures in 2012 were approximately:

________ rate measures the percentage of customers who purchase once but never return within a year.

All of the following statements about CAN-SPAM are true except:

Recency refers to the:

The amount spent on online advertising in 2012 was approximately:

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