Question 1

Impressions are a measure of the:

Accepted Answer

A) number of times an ad is clicked. 
B) number of times an ad is served. 
C) number of http requests. 
D) number of pages viewed. 
A) number of times an ad is clicked. 
B) number of times an ad is served. 
C) number of http requests. 
D) number of pages viewed.

Question 2

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 3

________ is an industry-standard database query and manipulation language.

Accepted Answer

A) SQL 
B) PHP 
C) DBMS 
D) JSP 
A) SQL 
B) PHP 
C) DBMS 
D) JSP

Question 4

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 5

Conversion 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 6

Online buyers constitute approximately ________ % of the online Internet audience.

Accepted Answer

A) 67 
B) 77 
C) 87 
D) 97 
A) 67 
B) 77 
C) 87 
D) 97

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

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 9

View-through rate 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 10

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 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

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 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

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 16

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 17

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 18

Describe 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 19

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

Accepted Answer

A) True 
 B)False

Question 20

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.

Impressions are a measure of the:

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

________ is an industry-standard database query and manipulation language.

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

Conversion rate is a measure of the:

Online buyers constitute approximately ________ % of the online Internet audience.

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

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

View-through rate measures the ________ response rate to an ad.

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

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

Uber has been criticized for using which of the following?

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

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

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

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

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

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

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

All of the following are fixed price strategies except:

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 Retail 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

Impressions are a measure of the:

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

________ is an industry-standard database query and manipulation language.

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

Conversion rate is a measure of the:

Online buyers constitute approximately ________ % of the online Internet audience.

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

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

View-through rate measures the ________ response rate to an ad.

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

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

Uber has been criticized for using which of the following?

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

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

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

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

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

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

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

All of the following are fixed price strategies except:

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 Retail and Services

Online Content and Media

Social Networks, auctions, and Portals

B2b E-Commerce: Supply Chain Management and Collaborative Commerce

Filters