Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Transaction logs are built into client software.

Accepted Answer

A) True 
 B)False

Question 3

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 4

Regular in-app cookies can be shared between apps.

Accepted Answer

A) True 
 B)False

Question 5

________ 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 6

Which of the following statements about CAN-SPAM is not true?

Accepted Answer

A)  CAN-SPAM went into effect in January 2004. 
B)  CAN-SPAM prohibits unsolicited e-mail (spam). 
C)  CAN-SPAM prohibits the use of deceptive subject lines and false headers. 
D)  Large spammers are among CAN-SPAM's biggest supporters. 
A)  CAN-SPAM went into effect in January 2004. 
B)  CAN-SPAM prohibits unsolicited e-mail (spam). 
C)  CAN-SPAM prohibits the use of deceptive subject lines and false headers. 
D)  Large spammers are among CAN-SPAM's biggest supporters.

Question 7

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

Accepted Answer

A)  In 2018, around 280 million people of all ages had access to the Internet. 
B)  In 2018, the growth in the number of new online users was less than 2%. 
C)  Over 90% of all 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 2018, around 280 million people of all ages had access to the Internet. 
B)  In 2018, the growth in the number of new online users was less than 2%. 
C)  Over 90% of all 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

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 9

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 10

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 11

Consumers choose the online channel primarily due to social media influence.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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

Accepted Answer

Cross-platform attribution involves unde

Question 14

Online traffic is driven by offline brands and shopping.

Accepted Answer

A) True 
 B)False

Question 15

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 16

What are web transaction logs,and how do they work in combination with registration forms,shopping cart databases,and tracking files to help firms understand how customers behave online?

Accepted Answer

Transaction logs,which are built into we

Question 17

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 18

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 19

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 20

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

Accepted Answer

A) True 
 B)False

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

Transaction logs are built into client software.

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

Regular in-app cookies can be shared between apps.

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

Which of the following statements about CAN-SPAM is not true?

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

What kinds of ads have the lowest CTR?

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

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

Consumers choose the online channel primarily due to social media influence.

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

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

Online traffic is driven by offline brands and shopping.

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

What are web transaction logs,and how do they work in combination with registration forms,shopping cart databases,and tracking files to help firms understand how customers behave online?

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 ratio of items purchased to product views?

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?

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

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

Transaction logs are built into client software.

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

Regular in-app cookies can be shared between apps.

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

Which of the following statements about CAN-SPAM is not true?

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

What kinds of ads have the lowest CTR?

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

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

Consumers choose the online channel primarily due to social media influence.

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

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

Online traffic is driven by offline brands and shopping.

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

What are web transaction logs,and how do they work in combination with registration forms,shopping cart databases,and tracking files to help firms understand how customers behave online?

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 ratio of items purchased to product views?

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?

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

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