Question 1

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 2

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 3

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 4

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 5

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

Accepted Answer

A) True 
 B)False

Question 6

Which of the following online advertising formats attracted the least amount of spending in 2018?

Accepted Answer

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

Question 7

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 8

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 9

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 10

The percentage of all e-mail that is spam averaged around ________ in 2017.

Accepted Answer

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

Question 11

Which of the following statements about a free pricing strategy is false?

Accepted Answer

A)  Free products and services can knock out potential and actual competitors. 
B)  The free pricing strategy was born in the early days of the Web. 
C)  It is difficult to convert free customers into paying customers. 
D)  Free products and services can help build market awareness. 
A)  Free products and services can knock out potential and actual competitors. 
B)  The free pricing strategy was born in the early days of the Web. 
C)  It is difficult to convert free customers into paying customers. 
D)  Free products and services can help build market awareness.

Question 12

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 13

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Accepted Answer

A)  long tail marketing 
B)  flash marketing 
C)  yield management 
D)  bait-and-switch 
A)  long tail marketing 
B)  flash marketing 
C)  yield management 
D)  bait-and-switch

Question 14

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

Accepted Answer

A)  page views. 
B)  unique visitors. 
C)  hits. 
D)  reach. 
A)  page views. 
B)  unique visitors. 
C)  hits. 
D)  reach.

Question 15

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 16

A web beacon is:

Accepted Answer

A)  a cookie that carries a virus. 
B)  an executable cookie. 
C)  an automated applet for performing web searches. 
D)  a tiny graphics file embedded in an e-mail or web page. 
A)  a cookie that carries a virus. 
B)  an executable cookie. 
C)  an automated applet for performing web searches. 
D)  a tiny graphics file embedded in an e-mail or web page.

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

How are blogs being used for marketing?

Accepted Answer

Blogs have been around for a decade and

Question 19

Approximately ________ of U.S.Internet usersresearch online but do not buy.

Accepted Answer

A)  7.7% 
B)  12.7% 
C)  15% 
D)  19% 
A)  7.7% 
B)  12.7% 
C)  15% 
D)  19%

Question 20

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

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

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

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

Recency refers to the:

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

Which of the following online advertising formats attracted the least amount of spending in 2018?

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.

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

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

The percentage of all e-mail that is spam averaged around ________ in 2017.

Which of the following statements about a free pricing strategy is false?

VTR measures the ________ response rate to an ad.

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

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

A web beacon is:

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

How are blogs being used for marketing?

Approximately ________ of U.S.Internet usersresearch online but do not buy.

Uber has been criticized for using 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

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

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

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

Recency refers to the:

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

Which of the following online advertising formats attracted the least amount of spending in 2018?

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.

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

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

The percentage of all e-mail that is spam averaged around ________ in 2017.

Which of the following statements about a free pricing strategy is false?

VTR measures the ________ response rate to an ad.

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

If you want to determine the size of your website's audience,the metric you will use for the most accurate measurement will be:

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

A web beacon is:

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

How are blogs being used for marketing?

Approximately ________ of U.S.Internet usersresearch online but do not buy.

Uber has been criticized for using 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