Question 1

If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

Accepted Answer

A)  page views. 
B)  unique visitors. 
C)  hits. 
D)  reach. 
A)  page views. 
B)  unique visitors. 
C)  hits. 
D)  reach.

Question 2

In general, the costs for offline customer acquisition are lower than online, but more effective.

Accepted Answer

A) True 
 B)False

Question 3

Online advertising methods include sponsorships, e-mail marketing, and referrals.

Accepted Answer

A) True 
 B)False

Question 4

________ 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 5

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.

Question 6

The 2003 CAN-SPAM Act required that the Federal Trade Commission establish a "do not e-mail" registry.

Accepted Answer

A) True 
 B)False

Question 7

A(n) ________ ad opens beneath a user's browser window.

Accepted Answer

The answer of A(n) ________ ad opens beneath a user's...

Question 8

In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.

Accepted Answer

A)  paid inclusion 
B)  network keyword 
C)  keyword 
D)  social 
A)  paid inclusion 
B)  network keyword 
C)  keyword 
D)  social

Question 9

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 prenegotiated 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 prenegotiated 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 10

Which of the following generated the most social advertising revenues in 2012?

Accepted Answer

A)  MySpace 
B)  YouTube 
C)  Twitter 
D)  Facebook 
A)  MySpace 
B)  YouTube 
C)  Twitter 
D)  Facebook

Question 11

Which of the following is not one of the current trends in Internet advertising?

Accepted Answer

A)  Spending on search engine advertising is overtaken by video ads. 
B)  Online ad spending grows as a share of the total advertising budget. 
C)  Mobile and local advertising expands. 
D)  Display ad marketing continues strong growth. 
A)  Spending on search engine advertising is overtaken by video ads. 
B)  Online ad spending grows as a share of the total advertising budget. 
C)  Mobile and local advertising expands. 
D)  Display ad marketing continues strong growth.

Question 12

How would you determine if an online marketing campaign to drive customers to your Web site has been successful?

Accepted Answer

The determination as to whether an onlin

Question 13

Which of the following forms of online advertising typically has the highest click-through rate?

Accepted Answer

A)  e-mail marketing in-house list 
B)  interstitials 
C)  search engine keyword purchase 
D)  sponsorships 
A)  e-mail marketing in-house list 
B)  interstitials 
C)  search engine keyword purchase 
D)  sponsorships

Question 14

The amount spent on online advertising in 2012 accounts for approximately 10 percent of the total amount spent on all advertising.

Accepted Answer

A) True 
 B)False

Question 15

Interest-based advertising is another name for behavioral targeting.

Accepted Answer

A) True 
 B)False

Question 16

Adjustments to a Web site's programming and content in order to improve its rank in search engine results is called search engine ________.

Accepted Answer

The answer of Adjustments to a Web site's programming and...

Question 17

In the same way that spam reduces the effectiveness of e-mail marketing, ________ fraud reduces the effectiveness of search engine marketing.

Accepted Answer

The answer of In the same way that spam reduces...

Question 18

The growth rate of search engine advertising is slowing compared to other formats.

Accepted Answer

A) True 
 B)False

Question 19

A common form of ________ is targeted content (or advertorials), in which editorial content is combined with an ad message to make the message more valuable and attractive to its intended audience.

Accepted Answer

The answer of A common form of ________ is targeted...

Question 20

Impressions 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.

If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

In general, the costs for offline customer acquisition are lower than online, but more effective.

Online advertising methods include sponsorships, e-mail marketing, and referrals.

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

Hits are a measure of the:

The 2003 CAN-SPAM Act required that the Federal Trade Commission establish a "do not e-mail" registry.

A(n) ________ ad opens beneath a user's browser window.

In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.

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

Which of the following generated the most social advertising revenues in 2012?

Which of the following is not one of the current trends in Internet advertising?

How would you determine if an online marketing campaign to drive customers to your Web site has been successful?

Which of the following forms of online advertising typically has the highest click-through rate?

The amount spent on online advertising in 2012 accounts for approximately 10 percent of the total amount spent on all advertising.

Interest-based advertising is another name for behavioral targeting.

Adjustments to a Web site's programming and content in order to improve its rank in search engine results is called search engine ________.

In the same way that spam reduces the effectiveness of e-mail marketing, ________ fraud reduces the effectiveness of search engine marketing.

The growth rate of search engine advertising is slowing compared to other formats.

A common form of ________ is targeted content (or advertorials), in which editorial content is combined with an ad message to make the message more valuable and attractive to its intended audience.

Impressions are a measure of 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: 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

If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

In general, the costs for offline customer acquisition are lower than online, but more effective.

Online advertising methods include sponsorships, e-mail marketing, and referrals.

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

Hits are a measure of the:

The 2003 CAN-SPAM Act required that the Federal Trade Commission establish a "do not e-mail" registry.

A(n) ________ ad opens beneath a user's browser window.

In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.

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

Which of the following generated the most social advertising revenues in 2012?

Which of the following is not one of the current trends in Internet advertising?

How would you determine if an online marketing campaign to drive customers to your Web site has been successful?

Which of the following forms of online advertising typically has the highest click-through rate?

The amount spent on online advertising in 2012 accounts for approximately 10 percent of the total amount spent on all advertising.

Interest-based advertising is another name for behavioral targeting.

Adjustments to a Web site's programming and content in order to improve its rank in search engine results is called search engine ________.

In the same way that spam reduces the effectiveness of e-mail marketing, ________ fraud reduces the effectiveness of search engine marketing.

The growth rate of search engine advertising is slowing compared to other formats.

A common form of ________ is targeted content (or advertorials), in which editorial content is combined with an ad message to make the message more valuable and attractive to its intended audience.

Impressions are a measure of 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: 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