Question 1

Uber has been criticized for using which of the following?

Accepted Answer

A)  flash marketing 
B)  bundling 
C)  surge pricing 
D)  freemium 
A)  flash marketing 
B)  bundling 
C)  surge pricing 
D)  freemium

Question 2

Which of the following search engine algorithm updates targets websites that violate Google's guidelines?

Accepted Answer

A)  Panda 
B)  Penguin 
C)  Hummingbird 
D)  Fred 
A)  Panda 
B)  Penguin 
C)  Hummingbird 
D)  Fred

Question 3

________ is an open source database that can store and analyze both structured and unstructured data.

Accepted Answer

A)  ASP 
B)  PHP 
C)  Hadoop 
D)  JSP 
A)  ASP 
B)  PHP 
C)  Hadoop 
D)  JSP

Question 4

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Accepted Answer

A)  the total number of impressions 
B)  the total number of impressions in hundreds 
C)  the total number of impressions in thousands 
D)  the total number of impressions in millions 
A)  the total number of impressions 
B)  the total number of impressions in hundreds 
C)  the total number of impressions in thousands 
D)  the total number of impressions in millions

Question 5

Which of the following statements about Canada's anti-spam law is not true?

Accepted Answer

A)  Canada's law is based on an opt-in model. 
B)  The law has no impact on companies located within the United States. 
C)  The first phase of the law went into effect in 2014. 
D)  The law applies to e-mail, texts, and social media messaging. 
A)  Canada's law is based on an opt-in model. 
B)  The law has no impact on companies located within the United States. 
C)  The first phase of the law went into effect in 2014. 
D)  The law applies to e-mail, texts, and social media messaging.

Question 6

Group M, the world's largest advertising buyer, requires which of the following in order for an ad to be considered viewable?

Accepted Answer

A)  50% of the pixels must be in view for at least one second. 
B)  50% of the pixels must be in view for at least two seconds. 
C)  100% of the pixels must be in view for at least one second 
D)  100% of the pixels must be in view for at least two seconds 
A)  50% of the pixels must be in view for at least one second. 
B)  50% of the pixels must be in view for at least two seconds. 
C)  100% of the pixels must be in view for at least one second 
D)  100% of the pixels must be in view for at least two seconds

Question 7

Acquisition rate 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 visitors who become customers. 
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 visitors who become customers. 
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 8

The incremental cost of building the next unit of a good is called the:

Accepted Answer

A)  Law of One Price. 
B)  variable cost. 
C)  marginal cost. 
D)  fixed cost. 
A)  Law of One Price. 
B)  variable cost. 
C)  marginal cost. 
D)  fixed cost.

Question 9

The highest amount of online advertising spending is for online video ads.

Accepted Answer

A) True 
 B)False

Question 10

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Accepted Answer

A)  bundling. 
B)  customization. 
C)  dynamic pricing. 
D)  versioning. 
A)  bundling. 
B)  customization. 
C)  dynamic pricing. 
D)  versioning.

Question 11

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?

Accepted Answer

A)  transaction logs 
B)  cookies 
C)  registration forms 
D)  data warehouses 
A)  transaction logs 
B)  cookies 
C)  registration forms 
D)  data warehouses

Question 12

Consumers tend to look at native ads more frequently than they look at display ads.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is the most meaningful metric for video ads?

Accepted Answer

A)  view time 
B)  CTR 
C)  completion rate 
D)  skip rate 
A)  view time 
B)  CTR 
C)  completion rate 
D)  skip rate

Question 14

Research shows the two key factors shaping the decision to purchase online are utility and trust.

Accepted Answer

A) True 
 B)False

Question 15

A ________ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Accepted Answer

A)  customer service chat system 
B)  CRM system 
C)  data warehouse 
D)  transactive content system 
A)  customer service chat system 
B)  CRM system 
C)  data warehouse 
D)  transactive content system

Question 16

Transaction logs are built into client software.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is not true about search engine advertising?

Accepted Answer

A)  Spending on search engine advertising constitutes about 44% of all online advertising spending. 
B)  The top three search engine providers supply over 95% of all online searches. 
C)  The click-through rate for search engine marketing has been fairly steady over the years. 
D)  Search engine advertising is the slowest growing type of online advertising. 
A)  Spending on search engine advertising constitutes about 44% of all online advertising spending. 
B)  The top three search engine providers supply over 95% of all online searches. 
C)  The click-through rate for search engine marketing has been fairly steady over the years. 
D)  Search engine advertising is the slowest growing type of online advertising.

Question 18

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Accepted Answer

A)  Nielsen ratings 
B)  data collected from social networks 
C)  integration of online data with offline data 
D)  clickstream data 
A)  Nielsen ratings 
B)  data collected from social networks 
C)  integration of online data with offline data 
D)  clickstream data

Question 19

What is big data and why are marketers interested in it?

Accepted Answer

Big data usually refers to very large da

Question 20

The top four display ad companies together account for almost 60% of U.S. display ad revenues.

Accepted Answer

A) True 
 B)False

Uber has been criticized for using which of the following?

Which of the following search engine algorithm updates targets websites that violate Google's guidelines?

________ is an open source database that can store and analyze both structured and unstructured data.

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Which of the following statements about Canada's anti-spam law is not true?

Group M, the world's largest advertising buyer, requires which of the following in order for an ad to be considered viewable?

Acquisition rate is a measure of the:

The incremental cost of building the next unit of a good is called the:

The highest amount of online advertising spending is for online video ads.

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?

Consumers tend to look at native ads more frequently than they look at display ads.

Which of the following is the most meaningful metric for video ads?

Research shows the two key factors shaping the decision to purchase online are utility and trust.

A ________ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Transaction logs are built into client software.

Which of the following is not true about search engine advertising?

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

What is big data and why are marketers interested in it?

The top four display ad companies together account for almost 60% of U.S. display ad revenues.

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

Uber has been criticized for using which of the following?

Which of the following search engine algorithm updates targets websites that violate Google's guidelines?

________ is an open source database that can store and analyze both structured and unstructured data.

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Which of the following statements about Canada's anti-spam law is not true?

Group M, the world's largest advertising buyer, requires which of the following in order for an ad to be considered viewable?

Acquisition rate is a measure of the:

The incremental cost of building the next unit of a good is called the:

The highest amount of online advertising spending is for online video ads.

Creating multiple variations of information goods and selling these to different market segments at different prices is called:

Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?

Consumers tend to look at native ads more frequently than they look at display ads.

Which of the following is the most meaningful metric for video ads?

Research shows the two key factors shaping the decision to purchase online are utility and trust.

A ________ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Transaction logs are built into client software.

Which of the following is not true about search engine advertising?

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

What is big data and why are marketers interested in it?

The top four display ad companies together account for almost 60% of U.S. display ad revenues.

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