Deck 7: Promoting and Maintaining a Website

Question 1

A(n) _______ web server hosts multiple websites.

A) dedicated
B) baseline
C) dynamic
D) shared

Answer 1

D

Question 2

A _______ web server is one that hosts only your website files.

A) private
B) personal
C) dedicated
D) anonymous

Answer 2

C

Question 3

FileZilla is an example of _______ software.

A) web browser
B) web design
C) FTP client
D) web testing

Answer 3

C

Question 4

To generate a high volume of traffic to your website, you should use both _______ and traditional promotional techniques.

A) online
B) offline
C) word of mouth
D) print materials

Question 5

The online promotional method that involves applying specific web design and development techniques to webpages to increase the possibility that the webpages will appear near the top of a search results list is called _______.

A) search engine submission
B) search engine paid placement
C) search engine optimization
D) search engine results modification

Question 6

Using a _______ service is an alternative to waiting for search engines to find and index your website or spending your own time registering your webpages with multiple search tools.

A) reciprocal link
B) meta tag placement
C) keyword search
D) search tool submission

Question 7

You can increase the possibility of your webpages appearing in some search results lists by including _______ and carefully crafting each webpage's title.

A) links
B) meta tags
C) images
D) colors

Question 8

Search tool advertising programs, such as Yahoo! Small Business, allow you to add a _______  for specific keywords to a search results webpage.

A) reciprocal link
B) paid placement
C) online form
D) dynamic roster

Question 9

A(n) _______ is an e-commerce online advertising program in which a website pays a fee or commission on sales generated by visitors driven to the website by links on other websites.

A) online advertising network
B) affiliate program
C) search tool submission service
D) publishing network

Question 10

An impressive number of incoming links to your webpages are also part of _______.

A) FTP
B) HTML
C) WAI
D) SEO

Question 11

In an online advertising network, a website that has space to display the ads is called a(n) _______.

A) publisher
B) advertiser
C) seller
D) promoter

Question 12

Multiple Choice A webpage link that no longer works is called a _______ link.

A) broken
B) live
C) missing
D) followed

Question 13

Which of the following is NOT an element that needs to be checked periodically after your website is published to the live server?

A) Confirm that all images are displayed properly.
B) Ensure all interactive elements are functioning properly.
C) Make sure that no links are reciprocal.
D) Skin the content, especially when it contains schedule or date information that may be time sensitive.

Question 14

Your operating system's _______ organizes your documents and files into folders, and you can use it to upload your website files directly from your computer's hard disk to your host's web server.

A) command-line
B) WYSIWYG
C) FTP client
D) file management

Question 15

Some search engine optimization consultants offer _______ as a way to promote their consulting services.

A) online advertising networks
B) meta tags
C) search tool submission services
D) affiliate programs

Question 16

_______ software, such as Microsoft Expression Web, allows you to publish and update your website from within the program.

A) FTP client
B) WYSIWYG editor
C) CSS editor
D) Distributed CMS

Question 17

Thousands of web _______ companies, such as those shown in the accompanying figure, offer server space for a fee.

A) designing
B) hosting
C) marketing
D) advertising

Question 18

Affiliate program _______ place specially formatted links to advertisers' websites on their webpages.

A) publishers
B) users
C) visitors
D) promoters

Question 19

In an affiliate program, the _______ is the merchant website that pays a fee or commission on sales generated by visitors driven to the website by links on other customer websites.

A) publisher
B) advertiser
C) seller
D) promoter

Question 20

A _______ server offers virtual storage for not only your website content, but other files related to your business or personal life.

A) server-side
B) browser-side
C) cloud-based
D) client-side

Question 21

A visitor might not even be aware of a(n) _______ ad window until the browser window closes.

A) superficial
B) pop-under
C) counterveiling
D) impression-based

Question 22

Web _______ involve combining various types of visitor data and then analyzing that data to discover how visitors act at a website.

A) transactions
B) identifiers
C) objectives
D) metrics

Question 23

Google's Affiliate Network is an example of a(n) _______.

A) affiliate management network
B) online advertising affiliation
C) affiliated search tool submission service
D) link exchange program

Question 24

The web metric that identifies the rate at which a visitor who is shopping at a website becomes a buyer of the website's products or services is the _______ rate.

A) paging
B) click-through
C) tracking
D) conversion

Question 25

A _______ ad is a vertical rectangular webpage ad.

A) pop-up
B) banner
C) Flash movie
D) sidebar

Question 26

A _______ visitor is an individual visitor to a site; this measurement can help determine the success of your website promotional efforts.

A) special
B) repeat
C) unique
D) remote

Question 27

A small number of repeat visitors to an e-commerce site might indicate that _______.

A) visitors are not finding useful information or helpful features
B) website promotion methods are working
C) the website has a webpage that is seldom viewed
D) shoppers are not being converted into buyers

Question 28

_______ e-mail advertising is also called permission-based e-mail advertising.

A) Free
B) Web-based
C) Opt-in
D) Linked

Question 29

_______ installed by web marketers are used to monitor which sites the visitor visited and other visitor behaviors.

A) Tracking cookies
B) Banner ads
C) Server log transactions
D) Rich media ads

Question 30

A _______ ad is a rectangular webpage advertisement that links to the advertiser's website.

A) sidebar
B) banner
C) Flash movie
D) rich media

Question 31

_______ links work well when the companies are in related fields, but are not direct competitors.

A) Web
B) Reciprocal
C) Fresh
D) Followed

Question 32

Joining an online advertising network as a(n) _______ is a way to generate revenue at your site.

A) advertiser
B) visitor
C) publisher
D) developer

Question 33

The webpage _______ measurement determines webpage popularity.

A) trackers
B) identifiers
C) views
D) controls

Question 34

A(n) _______ program is an online promotional tool that generates revenue source for website publishers.

A) link exchange
B) search tool submission
C) affiliate
D) device-independent

Question 35

From raw transaction data, additional measures of visitors' behaviors can be evaluated using _______ software.

A) WYSIWYG editor
B) web server log analysis
C) dynamic database
D) benchmarking

Question 36

A _______ analysis might indicate how long visitors are viewing a specific page at your website.

A) pass-through
B) click-stream
C) click-through
D) repeat visitor

Question 37

_______ are small text files stored on a webpage visitor's hard drive, usually without the visitor's knowledge.

A) Server log transactions
B) Tracking cookies
C) Banner ads
D) Flash movie ads

Question 38

A(n) _______ is a measurement standard with which actual performance can be compared.

A) goal
B) objective
C) result
D) benchmark

Question 39

_______ e-mail advertising requires that the message recipient formally agree to receive the e-mail advertising.

A) Opt-out
B) Opt-in
C) Opt-send
D) Opt-for

Question 40

A(n) _______ brings together companies that want to purchase online or in-app advertising and companies that want to sell ads on their websites or in their apps.

A) online advertising network
B) link exchange program
C) affiliate program
D) none of the above

Question 41

Attracting numerous visitors is a top-level concern no matter the type of website.

Question 42

For an organizational/topical or e-commerce website, the volume of traffic can be one factor of success or failure.

Question 43

An affiliate program is a business that registers websites with multiple search tools for a fee.

Question 44

Apple computers use File Explorer to organize files and folders.

Question 45

Some web hosting services might assist with acquiring a domain name for an additional fee.

Question 46

The criteria and rewards for becoming an affiliate program publisher are the same no matter the publisher.

Question 47

After your website is published to a live web server, you are ready to begin the self-testing and target audience testing processes.

Question 48

After your website "goes live" there is no longer any need to test website elements, such as images and links.

Question 49

Which of the following promotional tools can be effective for an e-commerce website with a promotional budget?

A) search engine sponsored placement
B) affiliate program participation
C) search tool submission service
D) opt-in advertising

Question 50

Which of the following is a type of online ad?

A) pop-up ad
B) pop-under ad
C) rich media ad
D) affiliate ad

Question 51

Which of the following could be part of a target audience testing group for an e-commerce website?

A) employees
B) designers from competitor firms
C) vendors
D) other business partners

Question 52

Which of the following promotional techniques are appropriate for a limited website promotion budget?

A) manual search tool submission
B) banner ads
C) advertising through an affiliate network
D) word of mouth

Question 53

Which of the following questions are appropriate for a target audience testing questionnaire?

A) What improvements, if any, would you suggest for the website?
B) Was the website's content interesting and valuable?
C) Was it easy or difficult to navigate the website?
D) Are WAI guidelines for images and multimedia met?

Question 54

For a personal website, it might be helpful to hire an SEO consultant to help direct SEO efforts.

Question 55

If you are using a file management system, you will save files to the host company's web server as you create them.

Question 56

In a link exchange program, if a visitor makes a purchase at an advertiser's website, the visitor receives commission on the sale or a flat fee.

Question 57

Some award websites focus on a specific industry or type of business.

Question 58

In an affiliate program, the publisher pays a fee or commission on sales generated by visitors driven to the website by links on advertiser websites.

Question 59

Some web hosting companies cater to e-commerce websites that require a more sophisticated level of server support, such as shopping carts, comments features, and more.

Question 60

Clearly worded webpage text is a search engine optimization technique.

Question 61

Floating ads are webpage advertisements that seem to float across the screen for a few seconds.

Question 62

Completion
After your website is published, you then embark on the ongoing process of ____________________ and maintaining your website.

Question 63

Spam is annoying, but not illegal.

Question 64

Web designers recommend learning about proper use of ____________________ to ensure your website reaches its target audience.

Question 65

Participating in a(n) ____________________ program is a good way for a business to drive traffic to its website.

Question 66

A(n) ____________________ monitors visitors' click-throughs and processes commission or fee payments to publishers.

Question 67

When a visitor clicks an ad from a webpage or from within an app, the visitor's browser goes to the ad's link target.

Question 68

If you need to build your audience, you are discouraged from offering subscribers an option to unsubscribe from email newsletters, for example.

Question 69

Having a large number of visitors who do not initiate a purchase could mean that your advertising dollars attract the wrong audience or that there is something wrong with either the products themselves or the way they appear on the webpage.

Question 70

The density of specific ____________________ in webpage text is a search engine optimization technique.

Question 71

Promotional giveaways include such items as stationery, business cards, brochures, reports, signage, and magazines.

Question 72

Using an FTP client, after your website is published, you can ____________________ the files, which makes sure that any changed files are the same on both servers.

Question 73

A(n) _____________________ is a business that manages affiliate programs by helping to establish the relationship between advertisers and publishers.

Question 74

FileZilla is a software program that provides a user interface for transferring files using the ____________________ protocol.

Question 75

An effectively written, permission-based opt-in text or email can entice visitors to revisit your website to learn about new products.

Question 76

Some link exchanges offer reciprocal links free to members; others charge a fee to establish reciprocal links.

Question 77

Publishers base the amount of money they charge advertisers for an ad on expansions.

Question 78

____________________ is the standard set of rules for uploading or downloading files over the Internet, such as webpage files to a web server.

Question 79

Google ____________________ is an update to the Google search algorithm.

Question 80

You can block pop-up ads in any app in which they appear.