Question 1

All of the following are true statements about the choice of a domain name except:

Accepted Answer

A)  A domain name should be short. 
B)  Domain names play an important role in reinforcing an existing brand and developing a new brand. 
C)  Having a dot-com domain is no longer considered preferable, especially in the United States. 
D)  It is possible to buy domain names. 
A)  A domain name should be short. 
B)  Domain names play an important role in reinforcing an existing brand and developing a new brand. 
C)  Having a dot-com domain is no longer considered preferable, especially in the United States. 
D)  It is possible to buy domain names.

Question 2

Typical click-through rates for an online display ad are:

Accepted Answer

A)  .02%-.16%. 
B)  .03%-.30%. 
C)  1.5%-2%. 
D)  3%-6%. 
A)  .02%-.16%. 
B)  .03%-.30%. 
C)  1.5%-2%. 
D)  3%-6%.

Question 3

Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand.

Accepted Answer

A)  50 cents to $1 
B)  $5 to $10 
C)  $50 to $100 
D)  $500 to $1000 
A)  50 cents to $1 
B)  $5 to $10 
C)  $50 to $100 
D)  $500 to $1000

Question 4

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 5

Online video advertising now accounts for the largest amount of the Internet advertising spending.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following measures the ratio of actual orders to checkouts started?

Accepted Answer

A)  checkout conversion rate 
B)  conversion rate 
C)  acquisition rate 
D)  cart conversion rate 
A)  checkout conversion rate 
B)  conversion rate 
C)  acquisition rate 
D)  cart conversion rate

Question 7

Purchasing an online ad on a CPC 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 8

What are the issues to be aware of when using social advertising?

Accepted Answer

There are several issues to be aware of

Question 9

A(n) ________ video ad runs when a user mouses over a section of text.

Accepted Answer

The answer of A(n) ________ video ad runs when a...

Question 10

________ involves using the social graph to communicate brand images and to directly promote sales of products and services.

Accepted Answer

The answer of ________ involves using the social graph to...

Question 11

The typical dwell rate for rich media and video ads is:

Accepted Answer

A)  1%-2%. 
B)  4%-5%. 
C)  7%-8%. 
D)  10%-12%. 
A)  1%-2%. 
B)  4%-5%. 
C)  7%-8%. 
D)  10%-12%.

Question 12

Google's AdSense is an example of network keyword or ________ advertising.

Accepted Answer

The answer of Google's AdSense is an example of network...

Question 13

Which of the following advertising messages is a branding communication?

Accepted Answer

A)  Try Adobe Acrobat Professional 10 free for 30 days. 
B)  Free shipping on every item we sell. Buy two or more items to qualify. 
C)  Barnesandnoble.com: The Best Place to Buy Textbooks. 
D)  50 percent off all calendars. Shop now while supplies last. 
A)  Try Adobe Acrobat Professional 10 free for 30 days. 
B)  Free shipping on every item we sell. Buy two or more items to qualify. 
C)  Barnesandnoble.com: The Best Place to Buy Textbooks. 
D)  50 percent off all calendars. Shop now while supplies last.

Question 14

Studies have shown that the most successful marketing campaigns concentrate efforts along a single marketing channel.

Accepted Answer

A) True 
 B)False

Question 15

CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.

Accepted Answer

A)  $1 
B)  $10 
C)  $100 
D)  $1000 
A)  $1 
B)  $10 
C)  $100 
D)  $1000

Question 16

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 17

Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.

Accepted Answer

A)  advertising 
B)  search engine functionality 
C)  Web site functionality 
D)  offline communications 
A)  advertising 
B)  search engine functionality 
C)  Web site functionality 
D)  offline communications

Question 18

The percentage of all e-mail that is spam was approximately ________ percent in 2012.

Accepted Answer

A)  30 
B)  50 
C)  70 
D)  90 
A)  30 
B)  50 
C)  70 
D)  90

Question 19

CTR is a measure of the:

Accepted Answer

A)  percentage 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)  percentage 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 20

A(n) ________ is an HTML tag containing a list of words describing the Web site.

Accepted Answer

The answer of A(n) ________ is an HTML tag containing...

All of the following are true statements about the choice of a domain name except:

Typical click-through rates for an online display ad are:

Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand.

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

Online video advertising now accounts for the largest amount of the Internet advertising spending.

Which of the following measures the ratio of actual orders to checkouts started?

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

What are the issues to be aware of when using social advertising?

A(n) ________ video ad runs when a user mouses over a section of text.

________ involves using the social graph to communicate brand images and to directly promote sales of products and services.

The typical dwell rate for rich media and video ads is:

Google's AdSense is an example of network keyword or ________ advertising.

Which of the following advertising messages is a branding communication?

Studies have shown that the most successful marketing campaigns concentrate efforts along a single marketing channel.

CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.

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

Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.

The percentage of all e-mail that is spam was approximately ________ percent in 2012.

CTR is a measure of the:

A(n) ________ is an HTML tag containing a list of words describing the Web site.

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

All of the following are true statements about the choice of a domain name except:

Typical click-through rates for an online display ad are:

Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand.

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

Online video advertising now accounts for the largest amount of the Internet advertising spending.

Which of the following measures the ratio of actual orders to checkouts started?

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

What are the issues to be aware of when using social advertising?

A(n) ________ video ad runs when a user mouses over a section of text.

________ involves using the social graph to communicate brand images and to directly promote sales of products and services.

The typical dwell rate for rich media and video ads is:

Google's AdSense is an example of network keyword or ________ advertising.

Which of the following advertising messages is a branding communication?

Studies have shown that the most successful marketing campaigns concentrate efforts along a single marketing channel.

CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.

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

Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.

The percentage of all e-mail that is spam was approximately ________ percent in 2012.

CTR is a measure of the:

A(n) ________ is an HTML tag containing a list of words describing the Web site.

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