Question 1

Which of the following forms of online advertising is expected to grow the most between 2019 and 2023?

Accepted Answer

A)  paid search 
B)  sponsorships 
C)  search engines 
D)  video 
A)  paid search 
B)  sponsorships 
C)  search engines 
D)  video

Question 2

If you want to determine the size of your website'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 3

All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except:

Accepted Answer

A)  search engines. 
B)  online catalogs. 
C)  social networks. 
D)  targeted banner ads. 
A)  search engines. 
B)  online catalogs. 
C)  social networks. 
D)  targeted banner ads.

Question 4

What are two methods being developed to track consumers across devices?

Accepted Answer

Two methods being developed to track con

Question 5

Which of the following industries accounts for the highest percentage of spending on online advertising?

Accepted Answer

A)  financial services 
B)  retail 
C)  automotive 
D)  entertainment 
A)  financial services 
B)  retail 
C)  automotive 
D)  entertainment

Question 6

Regular in-app cookies can be shared between apps.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following statements about Internet usage in the United States is not true?

Accepted Answer

A)  In 2019, around 230 million people of all ages watched videos. 
B)  In 2019, the average daily use of digital media was six and a half hours per day. 
C)  Over 95% of all teenage U.S. Internet users access the Internet using a mobile device. 
D)  Adults in the 25-to-54-age group have the highest percentage of Internet use. 
A)  In 2019, around 230 million people of all ages watched videos. 
B)  In 2019, the average daily use of digital media was six and a half hours per day. 
C)  Over 95% of all teenage U.S. Internet users access the Internet using a mobile device. 
D)  Adults in the 25-to-54-age group have the highest percentage of Internet use.

Question 8

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 pre-negotiated 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 pre-negotiated 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 9

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Accepted Answer

A)  the Law of One Price 
B)  dynamic pricing 
C)  price discrimination 
D)  versioning 
A)  the Law of One Price 
B)  dynamic pricing 
C)  price discrimination 
D)  versioning

Question 10

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Accepted Answer

A) True 
 B)False

Question 11

Which of the following measures the percentage of e-mails that could not be delivered?

Accepted Answer

A)  abandonment rate 
B)  unsubscribe rate 
C)  bounce-back rate 
D)  attrition rate 
A)  abandonment rate 
B)  unsubscribe rate 
C)  bounce-back rate 
D)  attrition rate

Question 12

What kinds of ads have the lowest CTR?

Accepted Answer

A)  video ads 
B)  e-mails to an in-house list 
C)  social network display ads 
D)  banner display ads 
A)  video ads 
B)  e-mails to an in-house list 
C)  social network display ads 
D)  banner display ads

Question 13

A roughly equal percentage of men and women use the Internet today.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following measures the average length of stay at a website?

Accepted Answer

A)  loyalty 
B)  stickiness 
C)  page views 
D)  retention rate 
A)  loyalty 
B)  stickiness 
C)  page views 
D)  retention rate

Question 15

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

Accepted Answer

The Internet has had four broad impacts

Question 16

How are blogs being used for marketing?

Accepted Answer

Blogs have been around for a decade and

Question 17

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Accepted Answer

A)  long tail marketing 
B)  flash marketing 
C)  yield management 
D)  bait-and-switch 
A)  long tail marketing 
B)  flash marketing 
C)  yield management 
D)  bait-and-switch

Question 18

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

A)  personalization/customization 
B)  universal standards 
C)  ubiquity 
D)  interactivity 
A)  personalization/customization 
B)  universal standards 
C)  ubiquity 
D)  interactivity

Question 19

A web beacon is:

Accepted Answer

A)  a cookie that carries a virus. 
B)  an executable cookie. 
C)  an automated applet for performing web searches. 
D)  a tiny graphics file embedded in an e-mail or web page. 
A)  a cookie that carries a virus. 
B)  an executable cookie. 
C)  an automated applet for performing web searches. 
D)  a tiny graphics file embedded in an e-mail or web page.

Question 20

Which of the following statements about a free pricing strategy is false?

Accepted Answer

A)  Free products and services can knock out potential and actual competitors. 
B)  The free pricing strategy was born in the early days of the Web. 
C)  It is difficult to convert free customers into paying customers. 
D)  Free products and services can help build market awareness. 
A)  Free products and services can knock out potential and actual competitors. 
B)  The free pricing strategy was born in the early days of the Web. 
C)  It is difficult to convert free customers into paying customers. 
D)  Free products and services can help build market awareness.

Which of the following forms of online advertising is expected to grow the most between 2019 and 2023?

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

All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except:

What are two methods being developed to track consumers across devices?

Which of the following industries accounts for the highest percentage of spending on online advertising?

Regular in-app cookies can be shared between apps.

Which of the following statements about Internet usage in the United States is not true?

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

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Which of the following measures the percentage of e-mails that could not be delivered?

What kinds of ads have the lowest CTR?

A roughly equal percentage of men and women use the Internet today.

Which of the following measures the average length of stay at a website?

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

How are blogs being used for marketing?

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

A web beacon is:

Which of the following statements about a free pricing strategy is false?

Introduction to E-Commerce

E-Commerce Infrastructure

Building an E-Commerce Presence

E-Commerce Security and Payment Systems

E-Commerce Business Strategies

Social, Mobile, and Local Marketing

Ethics, Law, and E-Commerce

Online Media

Online Communities

E-Commerce Retail and Services

B2b E-Commerce

Filters

Exam 6: E-Commerce Marketing and Advertising

Which of the following forms of online advertising is expected to grow the most between 2019 and 2023?

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

All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except:

What are two methods being developed to track consumers across devices?

Which of the following industries accounts for the highest percentage of spending on online advertising?

Regular in-app cookies can be shared between apps.

Which of the following statements about Internet usage in the United States is not true?

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

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Which of the following measures the percentage of e-mails that could not be delivered?

What kinds of ads have the lowest CTR?

A roughly equal percentage of men and women use the Internet today.

Which of the following measures the average length of stay at a website?

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

How are blogs being used for marketing?

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

A web beacon is:

Which of the following statements about a free pricing strategy is false?

Introduction to E-Commerce

E-Commerce Infrastructure

Building an E-Commerce Presence

E-Commerce Security and Payment Systems

E-Commerce Business Strategies

Social, Mobile, and Local Marketing

Ethics, Law, and E-Commerce

Online Media

Online Communities

E-Commerce Retail and Services

B2b E-Commerce

Filters