Question 1

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

Accepted Answer

A)  affiliate marketing 
B)  viral marketing 
C)  native advertising 
D)  lead generation marketing 
A)  affiliate marketing 
B)  viral marketing 
C)  native advertising 
D)  lead generation marketing

Question 2

The Nike iD program is an example of which of the following marketing techniques?

Accepted Answer

A)  customer co-production 
B)  transactive content 
C)  price discrimination 
D)  permission marketing 
A)  customer co-production 
B)  transactive content 
C)  price discrimination 
D)  permission marketing

Question 3

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

Accepted Answer

For many years, IAB categorized display

Question 4

Which of the following is not a primary source of ad fraud?

Accepted Answer

A)  browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange 
B)  ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 
C)  botnets hired by publishers to click on web pages to create phony traffic 
D)  native advertising that is displayed on a social media site 
A)  browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange 
B)  ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers 
C)  botnets hired by publishers to click on web pages to create phony traffic 
D)  native advertising that is displayed on a social media site

Question 5

The percentage of all e-mail that is spam averaged around ________ in 2018.

Accepted Answer

A)  55% 
B)  65% 
C)  75% 
D)  85% 
A)  55% 
B)  65% 
C)  75% 
D)  85%

Question 6

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

A)  ubiquity 
B)  richness 
C)  information density 
D)  universal standards 
A)  ubiquity 
B)  richness 
C)  information density 
D)  universal standards

Question 7

Amazon's Associates program is an example of which of the following?

Accepted Answer

A)  viral marketing 
B)  local marketing 
C)  affiliate marketing 
D)  lead generation marketing 
A)  viral marketing 
B)  local marketing 
C)  affiliate marketing 
D)  lead generation marketing

Question 8

View-to-cart ratio is a measure of the:

Accepted Answer

A)  percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. 
B)  percentage of views that lead to an add-to-cart action. 
C)  percentage of existing customers who continue to buy on a regular basis. 
D)  percentage of shoppers who do not return within a year after their initial purchase. 
A)  percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. 
B)  percentage of views that lead to an add-to-cart action. 
C)  percentage of existing customers who continue to buy on a regular basis. 
D)  percentage of shoppers who do not return within a year after their initial purchase.

Question 9

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Accepted Answer

Google makes frequent changes to their s

Question 10

All of the following are among those most frequently affected by ad-blocking except:

Accepted Answer

A)  gaming sites. 
B)  newsgroup/forums. 
C)  social network sites. 
D)  online retailers. 
A)  gaming sites. 
B)  newsgroup/forums. 
C)  social network sites. 
D)  online retailers.

Question 11

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Accepted Answer

A) True 
 B)False

Question 12

By 2023 there will be approximately ________ online buyers worldwide.

Accepted Answer

A)  2.4 billion 
B)  2.5 billion 
C)  2 billion 
D)  1.8 billion 
A)  2.4 billion 
B)  2.5 billion 
C)  2 billion 
D)  1.8 billion

Question 13

Which of the following is the most important tool in establishing a relationship with the customer?

Accepted Answer

A)  company website 
B)  company CRM system 
C)  Facebook 
D)  search engine display ads 
A)  company website 
B)  company CRM system 
C)  Facebook 
D)  search engine display ads

Question 14

What is cross-platform attribution and why is it difficult?

Accepted Answer

Cross-platform attribution involves unde

Question 15

VTR 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 16

Which of the following measures the percentage of times an ad is clicked?

Accepted Answer

A)  retention rate 
B)  CTR 
C)  loyalty rate 
D)  conversion rate 
A)  retention rate 
B)  CTR 
C)  loyalty rate 
D)  conversion rate

Question 17

Recency refers to the:

Accepted Answer

A)  percentage of customers who do not return during the next year after an initial purchase. 
B)  time elapsed since the last visit made by a customer. 
C)  percentage of existing customers who continue to buy on a regular basis. 
D)  percentage of customers who return to the site within a year to make additional purchases. 
A)  percentage of customers who do not return during the next year after an initial purchase. 
B)  time elapsed since the last visit made by a customer. 
C)  percentage of existing customers who continue to buy on a regular basis. 
D)  percentage of customers who return to the site within a year to make additional purchases.

Question 18

All of the following are "traditional" online marketing tools except:

Accepted Answer

A)  affiliate marketing. 
B)  e-mail and permission marketing. 
C)  social marketing. 
D)  sponsorship marketing. 
A)  affiliate marketing. 
B)  e-mail and permission marketing. 
C)  social marketing. 
D)  sponsorship marketing.

Question 19

Which of the following measures the ratio of items purchased to product views?

Accepted Answer

A)  conversion rate 
B)  cart conversion rate 
C)  browse-to-buy ratio 
D)  view-to-cart ratio 
A)  conversion rate 
B)  cart conversion rate 
C)  browse-to-buy ratio 
D)  view-to-cart ratio

Question 20

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

Accepted Answer

A)  education level of the consumer. 
B)  communication skills of the consumer. 
C)  knowledge consumers have about how to conduct online transactions. 
D)  product evaluation skills of the consumer. 
A)  education level of the consumer. 
B)  communication skills of the consumer. 
C)  knowledge consumers have about how to conduct online transactions. 
D)  product evaluation skills of the consumer.

Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

The Nike iD program is an example of which of the following marketing techniques?

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

Which of the following is not a primary source of ad fraud?

The percentage of all e-mail that is spam averaged around ________ in 2018.

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Amazon's Associates program is an example of which of the following?

View-to-cart ratio is a measure of the:

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

All of the following are among those most frequently affected by ad-blocking except:

Evidence suggests that real-time customer chat increases the dollar value of transactions.

By 2023 there will be approximately ________ online buyers worldwide.

Which of the following is the most important tool in establishing a relationship with the customer?

What is cross-platform attribution and why is it difficult?

VTR measures the ________ response rate to an ad.

Which of the following measures the percentage of times an ad is clicked?

Recency refers to the:

All of the following are "traditional" online marketing tools except:

Which of the following measures the ratio of items purchased to product views?

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

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 involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

The Nike iD program is an example of which of the following marketing techniques?

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

Which of the following is not a primary source of ad fraud?

The percentage of all e-mail that is spam averaged around ________ in 2018.

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Amazon's Associates program is an example of which of the following?

View-to-cart ratio is a measure of the:

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

All of the following are among those most frequently affected by ad-blocking except:

Evidence suggests that real-time customer chat increases the dollar value of transactions.

By 2023 there will be approximately ________ online buyers worldwide.

Which of the following is the most important tool in establishing a relationship with the customer?

What is cross-platform attribution and why is it difficult?

VTR measures the ________ response rate to an ad.

Which of the following measures the percentage of times an ad is clicked?

Recency refers to the:

All of the following are "traditional" online marketing tools except:

Which of the following measures the ratio of items purchased to product views?

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

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