Deck 12: Web Site Marketing Feature - Marketing and Maintaining a Web Site

Question 1

The Amazon.com Associates program is an example of a successful affiliate program.

Answer 1

True

Question 2

A ____ ad is a horizontal Web page ad in the shape of a rectangle.

A) sidebar
B) pop-up
C) banner
D) rich media

Answer 2

C

Question 3

Online businesses that purchase Web page advertising to promote their Web sites are called advertisers.

Answer 3

True

Question 4

Generating visitor traffic involves developing the right mix of offline and online promotional tools.

Question 5

A(n ) ____ program drives traffic to an advertiser's Web site by paying a commission or fee to other sites who host program links.

A) affiliate marketing
B) link exchange
C) paid placement
D) business blogging

Question 6

Online ad fees might be based, in part, on the number of ad click-throughs.

Question 7

A sidebar ad opens in its own window behind the browser window.

Question 8

The work of maintaining a Web site and evaluating how well the site performs against goals and objectives is finished once the site is published.

Question 9

Google and Bing are examples of online search directories.

Question 10

The Web analytic that measures page popularity at a site is ____.

A) unique visitors
B) click-stream analysis
C) page views
D) repeat visitors

Question 11

The Web analytic that measures the effectiveness of the shopping cart checkout process at an e-commerce site is ____.

A) page views
B) click-stream analysis
C) conversion rate
D) unique visitors

Question 12

Techniques you can use to make it easier for search engines to index your Web pages at or near the top of the list are part of ____.

A) HTML
B) SEO
C) paid placement programs
D) affiliate marketing

Question 13

The Web analytic that measures visitor satisfaction with a site is ____.

A) unique visitors
B) page views
C) click-stream analysis
D) repeat visitors

Question 14

Print and word-of-mouth advertising can be effective online techniques for promoting your Web site.

Question 15

Change happens so slowly that it is easy to keep pace with the Internet and Web technological environment.

Question 16

The Web is a dynamic environment in which information moves quickly, technologies advance rapidly, and site visitors' expectations are becoming increasingly sophisticated.

Question 17

The Web analytic that measures the number of individual site visitors during a specific period of time is ____.

A) repeat visitors
B) unique visitors
C) conversion rate
D) click-stream analysis

Question 18

An online ____ is a business that matches advertisers with publishers.

A) Web server
B) affiliate marketing network
C) link exchange program
D) advertising network

Question 19

A free or low-cost Web site promotion option is to exchange ____ links with other sites.

A) image
B) sidebar
C) reciprocal
D) affiliated

Question 20

____ are used to add keywords and a description to each Web page.

A) HTML meta tags
B) HTML title tags
C) CSS styles
D) Banner ads

Question 21

A business _________________________ is a chronological online diary or journal generally published by a business owner or member of the management team.

Question 22

Click-stream analysis is a measure of visitor satisfaction with a site.

Question 23

A(n) _________________________ program offers its members a wide range of reciprocal linking choices.

Question 24

The type of browser making the request is an example of raw data available by analyzing a Web server's log.

Question 25

Carefully designing and testing your Web site's navigation system before publishing your site eliminates the necessity of post-publishing review and testing of navigational elements.

Question 26

A(n) _________________________ is a business that brings together affiliate marketing program advertisers with willing publishers and manages the process.

Question 27

_________________________ media ads, such as the example in the accompanying figure, combine eye-catching video or animation and often include sound.

Question 28

Benchmarking, Web server log analysis, and Web analytic are great tools, but they should always be combined with Web site owner and management expertise when evaluating a Web site's performance.

Question 29

Permission-based _________________________ can be a cost-effective way to drive traffic to your Web site.

Question 30

Telling friends, family, coworkers, and other interested parties about your Web site can be a helpful way to drive traffic to a personal site but too low-tech to be effective for an e-commerce site.

Question 31

Google AdWords, shown in the accompanying figure, is an example of a(n) _________________________ program.

Question 32

Major _________________________ allow site owners to submit their Web site's information for inclusion in the search tools' indexes.

Question 33

A Web affiliate management program is used by marketers and large organizations to translate the raw data from server logs into useful information.

Question 34

Old-fashioned _________________________ advertising-telling friends, family, and other interested parties about your Web site-can be a free, helpful way to drive traffic to all types of Web sites.

Question 35

_________________________ programs are sometimes called sponsored listings or pay-per-click programs.

Question 36

Including an e-mail link that allow visitors to offer feedback on their experience at your site is a good way to gather information about potential updates.

Question 37

Marketers, such as VisiStat or Webtrends, are examples of online advertising networks.

Question 38

Adding your Web site's URL to print materials, such as business cards, letterhead stationery, or brochures, looks great but is not an effective way to promote your site.

Question 39

Opt-in _________________________, such as the one shown in the accompanying figure, can be a cost-effective way to drive traffic to your Web site.

Question 40

It is a good idea to develop a formal plan for the regular post-publishing review and maintenance of your site.

Question 41

The Web analytic that measures the effectiveness of a site's navigation system is _________________________.

Question 42

_________________________ products and services combine a variety of elements, including server log analysis, tracking cookies, and other customer information, to paint a picture of how visitors behave at a Web site.

Question 43

The _________________________ Web analytic is the rate at which visitors are converted from shoppers to buyers at an e-commerce site.

Question 44

Measurable Web site performance standards are often called _________________________.

Question 45

_________________________ is a Web analytic that calculates the number of individual site visitors during a specific period of time.