Question 1

The criteria for becoming an affiliate program publisher will vary by publisher.

Accepted Answer

A) True 
 B)False

Question 2

From raw transaction data, additional measures of visitors' behaviors can be evaluated using ____ software.

Accepted Answer

A)  WYSIWYG editor 
B)  Web server log analysis 
C)  CSS editor 
D)  illustration

Question 3

A(n) ____________________ is the process of a site visitor clicking an Web page ad to jump to the advertiser's site.

Accepted Answer

The answer of A(n) ____________________ is the process of a...

Question 4

A(n) ____ ad is a horizontal rectangular Web page advertisement that links to the advertiser's Web site.

Accepted Answer

A)  sidebar 
B)  banner 
C)  Flash movie 
D)  rich media

Question 5

____________________ computing involves a client, such as a Web browser, requesting services from a server.

Accepted Answer

The answer of ____________________ computing involves a client, such as...

Question 6

To use a submission service , you typically provide information about your site, such as URL, description, and keywords.

Accepted Answer

A) True 
 B)False

Question 7

Winning a prestigious ____ from a site, such as those shown in the accompanying figure, can help promote your site.

Accepted Answer

A)  award 
B)  ad 
C)  link 
D)  visitor

Question 8

Floating ads are Web page advertisements that seem to float across the screen for a few seconds.

Accepted Answer

A) True 
 B)False

Question 9

CuteFTP is a software program that provides a user interface for transferring files using the ____________________ protocol.

Accepted Answer

The answer of CuteFTP is a software program that provides...

Question 10

Adding ____ to a Web page is a search engine optimization technique.

Accepted Answer

A)  links 
B)  meta tags 
C)  images 
D)  colors

Question 11

____ links work well when the companies are in related fields, but are not direct competitors.

Accepted Answer

A)  Web 
B)  Reciprocal 
C)  Fresh 
D)  Followed

Question 12

____ are small text files stored on a Web page visitor's hard drive, usually without the visitor's knowledge.

Accepted Answer

A)  Server log transactions 
B)  Tracking cookies 
C)  Banner ads 
D)  Flash movie ads

Question 13

To draw a parallel to the print world, not being listed in ____________________ indexes is like not having a business telephone number or address listed in the Yellow Pages.

Accepted Answer

The answer of To draw a parallel to the print...

Question 14

After your Web site "goes live" there is no longer any need to test site elements, such as images and links.

Accepted Answer

A) True 
 B)False

Question 15

Whether you have designed a personal, organizational/topical, or commercial site, you want to promote the site to its target audience.

Accepted Answer

A) True 
 B)False

Question 16

Critical Thinking Questions Case 7-2 Now that your new e-commerce site is published to a live server, you are ready to direct your Web development and marketing teams to maintain and promote the site. During this morning's meeting with your Web development team, you ask the team's manager how the team will know if the site's features are working correctly and the content is up to date. The team manager responds that ____.

Accepted Answer

A)  there is no need to worry; Web site visitors will provide that feedback 
B)  the Web development team has scheduled a meeting for next summer to review the site 
C)  a schedule has been developed for site features to be tested and site content to be reviewed on a regular basis 
D)  the site was developed following the original design plan; therefore, all features will work correctly and the content will remain static

Question 17

The Web metric that identifies the rate at which a visitor who is shopping at a site becomes a buyer of the site's products or services is the ____ rate.

Accepted Answer

A)  paging 
B)  click-through 
C)  tracking 
D)  conversion

Question 18

A(n) ____, such as those shown in the accompanying figure, brings together companies that want to purchase advertising and companies that want to sell ads on their sites.

Accepted Answer

A)  online advertising network 
B)  link exchange program 
C)  affiliate program 
D)  none of the above

Question 19

Which of the following promotional techniques are generally free?

Accepted Answer

A)  manual search tool submission 
B)  banner ads 
C)  advertising through an affiliate network 
D)  word of mouth

Question 20

Describe an affiliate program and discuss the advantages of participating in an affiliate program, such as those illustrated in the accompanying figure, as both an advertiser and as a publisher.

Accepted Answer

The answer of  Describe an affiliate program and discuss...

Exam 7: Promoting and Maintaining a Web Site

The criteria for becoming an affiliate program publisher will vary by publisher.

From raw transaction data, additional measures of visitors' behaviors can be evaluated using ____ software.

A(n) ____________________ is the process of a site visitor clicking an Web page ad to jump to the advertiser's site.

A(n) ____ ad is a horizontal rectangular Web page advertisement that links to the advertiser's Web site.

____________________ computing involves a client, such as a Web browser, requesting services from a server.

To use a submission service , you typically provide information about your site, such as URL, description, and keywords.

Winning a prestigious ____ from a site, such as those shown in the accompanying figure, can help promote your site.

Floating ads are Web page advertisements that seem to float across the screen for a few seconds.

CuteFTP is a software program that provides a user interface for transferring files using the ____________________ protocol.

Adding ____ to a Web page is a search engine optimization technique.

____ links work well when the companies are in related fields, but are not direct competitors.

____ are small text files stored on a Web page visitor's hard drive, usually without the visitor's knowledge.

To draw a parallel to the print world, not being listed in ____________________ indexes is like not having a business telephone number or address listed in the Yellow Pages.

After your Web site "goes live" there is no longer any need to test site elements, such as images and links.

Whether you have designed a personal, organizational/topical, or commercial site, you want to promote the site to its target audience.

The Web metric that identifies the rate at which a visitor who is shopping at a site becomes a buyer of the site's products or services is the ____ rate.

A(n) ____, such as those shown in the accompanying figure, brings together companies that want to purchase advertising and companies that want to sell ads on their sites.

Which of the following promotional techniques are generally free?

Describe an affiliate program and discuss the advantages of participating in an affiliate program, such as those illustrated in the accompanying figure, as both an advertiser and as a publisher.