Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

In the early years of e-commerce, prior to 2000, single, white, young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.

Accepted Answer

A) True 
 B)False

Question 4

Research has found that most of the ad impressions served across display advertising platforms are not viewable.

Accepted Answer

A) True 
 B)False

Question 5

Cross-platform attribution refers to:

Accepted Answer

A) how to assign credit to different marketing initiatives. 
B) understanding why visitors to a website purchase a product. 
C) understanding how impressions lead to visits. 
D) understanding why people click on ads. 
A) how to assign credit to different marketing initiatives. 
B) understanding why visitors to a website purchase a product. 
C) understanding how impressions lead to visits. 
D) understanding why people click on ads.

Question 6

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 7

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

Accepted Answer

A) retargeting 
B) behavioral targeting 
C) programmatic advertising 
D) keyword advertising 
A) retargeting 
B) behavioral targeting 
C) programmatic advertising 
D) keyword advertising

Question 8

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 9

Which of the following would you implement to collect and analyze your company's big data?

Accepted Answer

A) data warehouse 
B) Hadoop 
C) SQL 
D) profiling 
A) data warehouse 
B) Hadoop 
C) SQL 
D) profiling

Question 10

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 11

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 12

All of the following are fixed price strategies except:

Accepted Answer

A) bundling. 
B) versioning. 
C) free pricing. 
D) yield management. 
A) bundling. 
B) versioning. 
C) free pricing. 
D) yield management.

Question 13

Which of the following forms of online advertising is expected to grow the fastest between 2017 and 2021?

Accepted Answer

A) paid search 
B) sponsorships 
C) search engines 
D) rich media 
A) paid search 
B) sponsorships 
C) search engines 
D) rich media

Question 14

Which of the following is not a practice that degrades the results and usefulness of search engines?

Accepted Answer

A) social search 
B) link farms 
C) content farms 
D) click fraud 
A) social search 
B) link farms 
C) content farms 
D) click fraud

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

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

A) True 
 B)False

Question 17

________ 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 18

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 19

Which of the following online advertising formats attracted the least amount of spending in 2017?

Accepted Answer

A) search 
B) classifieds 
C) rich media 
D) e-mail 
A) search 
B) classifieds 
C) rich media 
D) e-mail

Question 20

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

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

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

In the early years of e-commerce, prior to 2000, single, white, young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.

Research has found that most of the ad impressions served across display advertising platforms are not viewable.

Cross-platform attribution refers to:

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

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

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

Which of the following would you implement to collect and analyze your company's big data?

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

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

All of the following are fixed price strategies except:

Which of the following forms of online advertising is expected to grow the fastest between 2017 and 2021?

Which of the following is not a practice that degrades the results and usefulness of search engines?

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

Lead generation marketing firms specialize in inbound marketing.

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

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

Which of the following online advertising formats attracted the least amount of spending in 2017?

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

The Revolution Is Just Beginning

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Websites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social Mobile and Local Marketing

Ethical Social and Political Issues in E-Commerce

Online Retailing and Services

Online Content and Media

Social Networks, Auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters

Exam 6: E-Commerce Marketing and Advertising Concepts

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

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

In the early years of e-commerce, prior to 2000, single, white, young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.

Research has found that most of the ad impressions served across display advertising platforms are not viewable.

Cross-platform attribution refers to:

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

Which of the following is an automated, auction-based method for matching demand and supply for online display ads?

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

Which of the following would you implement to collect and analyze your company's big data?

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

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

All of the following are fixed price strategies except:

Which of the following forms of online advertising is expected to grow the fastest between 2017 and 2021?

Which of the following is not a practice that degrades the results and usefulness of search engines?

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

Lead generation marketing firms specialize in inbound marketing.

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

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

Which of the following online advertising formats attracted the least amount of spending in 2017?

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

The Revolution Is Just Beginning

E-Commerce Business Models and Concepts

E-Commerce Infrastructure: the Internet, Web, and Mobile Platform

Building an E-Commerce Presence: Websites, Mobile Sites, and Apps

E-Commerce Security and Payment Systems

Social Mobile and Local Marketing

Ethical Social and Political Issues in E-Commerce

Online Retailing and Services

Online Content and Media

Social Networks, Auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters