Question 1

Cost for a banner ad, pop-up ad (like the one in the accompanying figure), pop-under ad, or rich media ad is based on ____________________ or click-throughs to the advertiser's website.

Accepted Answer

impressions

Question 2

Describe an affiliate program and discuss the advantages of participating in an affiliate program, as both an advertiser and as a publisher.

Accepted Answer

An affiliate program is an e-commerce performance-based online advertising program in which a merchant website, called the advertiser, pays a fee or commission on sales generated by visitors driven to the website by links on other customer websites, known as publishers. Examples include Amazon.com Associates and the iTunes Affiliate Program. Affiliate program publishers place specially formatted links to advertisers' websites on their webpages. One type of affiliate program is in-app advertising, when an app, such as a game, includes advertisements for related products.

Question 3

Google's Affiliate Network is an example of a(n) _______.

Accepted Answer

A)   affiliate management network
B)   online advertising affiliation
C)   affiliated search tool submission service
D)   link exchange program A

Question 4

Apple computers use File Explorer to organize files and folders.

Accepted Answer

A) True 
 B)False

Question 5

A visitor might not even be aware of a(n) _______ ad window until the browser window closes.

Accepted Answer

A)   superficial
B)   pop-under
C)   counterveiling
D)   impression-based

Question 6

Some search engine optimization consultants offer _______ as a way to promote their consulting services.

Accepted Answer

A)   online advertising networks
B)   meta tags
C)   search tool submission services
D)   affiliate programs

Question 7

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

Accepted Answer

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

Question 8

Which of the following could be part of a target audience testing group for an e-commerce website?

Accepted Answer

A)   employees
B)   designers from competitor firms
C)   vendors
D)   other business partners

Question 9

A(n) _______ is a measurement standard with which actual performance can be compared.

Accepted Answer

A)   goal
B)   objective
C)   result
D)   benchmark

Question 10

_______ e-mail advertising requires that the message recipient formally agree to receive the e-mail advertising.

Accepted Answer

A)   Opt-out
B)   Opt-in
C)   Opt-send
D)   Opt-for

Question 11

Search tool advertising programs, such as Yahoo! Small Business, allow you to add a _______  for specific keywords to a search results webpage.

Accepted Answer

A)   reciprocal link
B)   paid placement
C)   online form
D)   dynamic roster

Question 12

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)   dynamic database
D)   benchmarking

Question 13

A(n) _____________________ is a business that manages affiliate programs by helping to establish the relationship between advertisers and publishers.

Accepted Answer

The answer of A(n) _____________________ is a business that manages...

Question 14

Which of the following promotional techniques are appropriate for a limited website promotion budget?

Accepted Answer

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

Question 15

Some link exchanges offer reciprocal links free to members; others charge a fee to establish reciprocal links.

Accepted Answer

A) True 
 B)False

Question 16

To generate a high volume of traffic to your website, you should use both _______ and traditional promotional techniques.

Accepted Answer

A)   online
B)   offline
C)   word of mouth
D)   print materials

Question 17

_______ installed by web marketers are used to monitor which sites the visitor visited and other visitor behaviors.

Accepted Answer

A)   Tracking cookies
B)   Banner ads
C)   Server log transactions
D)   Rich media ads

Question 18

A(n) ____________________ monitors visitors' click-throughs and processes commission or fee payments to publishers.

Accepted Answer

The answer of A(n) ____________________ monitors visitors' click-throughs and processes...

Question 19

In an affiliate program, the _______ is the merchant website that pays a fee or commission on sales generated by visitors driven to the website by links on other customer websites.

Accepted Answer

A)   publisher
B)   advertiser
C)   seller
D)   promoter

Question 20

Multiple Choice A webpage link that no longer works is called a _______ link.

Accepted Answer

A)   broken
B)   live
C)   missing
D)   followed

Exam 7: Promoting and Maintaining a Website