Deck 6: E-Commerce Marketing and Advertising Concepts

Question 1

Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results?

A) Penguin
B) Hummingbird
C) Panda
D) Knowledge Graph

Answer 1

C

Question 2

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

Answer 2

True

Question 3

Which of the following would you implement to collect and analyze your company's Big Data?

A) data warehouse
B) Hadoop
C) SQL
D) profiling

Answer 3

B

Question 4

Online traffic is driven by offline brands and shopping.

Question 5

Evidence suggests that real-time customer chat lowers shopping cart abandonment rates.

Question 6

Lead generation marketing firms specialize in inbound marketing.

Question 7

Online shoppers tend to search for specific products they have determined in advance.

Question 8

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Question 9

Which of the following is not one of the main stages of the online purchasing process?

A) post-purchase service and loyalty
B) awareness
C) evaluation
D) conversation

Question 10

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

Question 11

Social media influence is an important factor in why consumers choose the online channel.

Question 12

Around ________ % of households in the United States have broadband access to the Internet.

A) 45
B) 55
C) 75
D) 85

Question 13

Which of the following online advertising formats attracted the least amount of spending in 2014?

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

Question 14

Transaction logs are built into Web server software.

Question 15

In 2014, mobile marketing grew at nearly the same rate as traditional online marketing.

Question 16

Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

Question 17

An ad is considered viewable if half of the ad can be viewed for at least one second.

Question 18

Research shows that the two most important factors shaping the decision to purchase online are utility and trust.

Question 19

In the United States today, single, white, young college-educated males with high income dominate the Internet in terms of percentage of Internet usage.

Question 20

Cookies, when combined with Web beacons, can be used to create cross-site profiles.

Question 21

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

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

Question 22

In modeling online consumer behavior, the concept of "consumer skills" refers to the:

A) education level of the consumer.
B) communication skills of the consumer.
C) knowledge consumers have about how to conduct online transactions.
D) product evaluation skills of the consumer.

Question 23

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

A) 30-minute
B) 24-hour
C) 7-day
D) 30-day

Question 24

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

A) search engines.
B) online catalogs.
C) social networks.
D) targeted banner ads.

Question 25

Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

A) Panda
B) Penguin
C) Hummingbird
D) Graph Search

Question 26

Uber has been criticized for using which of the following?

A) flash marketing
B) bundling
C) surge pricing
D) freemium

Question 27

In the first 8 months of 2014, the percentage of all e-mail that is spam averaged around ________ %.

A) 50
B) 60
C) 70
D) 80

Question 28

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

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 29

Which of the following is not True about search engine advertising?

A) Spending on search engine advertising constitutes over 40% of all online advertising spending.
B) The top three search engine providers supply over 95% of all online searches.
C) The click-through rate for search engine marketing has been fairly steady over the years.
D) Search engine advertising is the fastest growing type of online advertising.

Question 30

In 2014, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

A) 45%
B) 60%
C) 75%
D) 90%

Question 31

"Shoppers" constitute approximately ________ % of the online Internet audience.

A) 60
B) 70
C) 80
D) 90

Question 32

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

A) browser extensions that insert ads into a premium publisher's Web site 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 33

Impressions are a measure of the:

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 34

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

A) Nielsen ratings
B) data collected from social networks
C) integration of offline data
D) clickstream data

Question 35

Which of the following statements about Canada's anti-spam law is not True?

A) Canada's law is based on an opt-in model.
B) The law has no impact on companies located within the United States.
C) The first phase of the law went into effect in 2014.
D) The law applies to e-mail, texts, and social media messaging.

Question 36

Dove's Real Beauty Sketches video ad is an example of which of the following?

A) viral marketing
B) local marketing
C) affiliate marketing
D) lead generation marketing

Question 37

Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018?

A) paid search
B) sponsorships
C) search engines
D) rich media

Question 38

Which of the following is the top reason why consumers choose the online channel?

A) availability of a wider variety of products
B) social media influence
C) lower prices
D) the ability to shop 24/7

Question 39

Which of the following is the most important tool in establishing a relationship with the customer?

A) company Web site
B) company CRM system
C) Facebook
D) search engine display ads

Question 40

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

A) social search
B) link farms
C) content farms
D) click fraud

Question 41

Recency refers to the:

A) percentage of customers who do not return during the next year after an initial purchase.
B) time elapsed since the last action taken 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 42

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

A) ubiquity
B) richness
C) interactivity
D) universal standards

Question 43

Hits are a measure of the:

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 44

Which of the following measures the average length of stay at a Web site?

A) loyalty
B) stickiness
C) recency
D) retention rate

Question 45

Acquisition rate is a measure of the:

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 46

All of the following statements about cookies are True except:

A) cookies can be used with Web bugs to create cross-site profiles of users.
B) the data typically stored in cookies includes a unique ID and e-mail address.
C) cookies make shopping carts possible by allowing a site to keep track of a user's actions.
D) the more cookies are deleted, the less accurate ad server metrics become.

Question 47

The richness made possible by e-commerce technologies does which of the following?

A) It reduces the cost of delivering marketing messages and receiving feedback from users.
B) It allows consumers to become co-producers of the goods and services being sold.
C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
D) It enables worldwide customer service and marketing communications.

Question 48

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

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

Question 49

Which of the following examples illustrates the "Long Tail" phenomenon?

A) Rhapsody music streaming service reported that its no play rate had increased to over 20%.
B) The number of blockbuster "winner take all" video titles is declining.
C) Over 50% of Netflix's 100,000 titles are rented at least once a day by someone.
D) The average blog has a readership of slightly more than 1.

Question 50

A Web beacon is:

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 51

Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?

A) personalization/customization
B) information density
C) social technology
D) interactivity

Question 52

For a Web site that has 10 million visitors a month, and where on average, a visitor makes 10 page requests per visit, there will be ________ entries in the transaction log each month.

A) 100,000
B) 1 million
C) 10 million
D) 100 million

Question 53

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

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 54

The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

A) search engine marketing
B) flash marketing
C) yield management
D) bait-and-switch

Question 55

A ________ is a repository of customer information that records all of the 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.

A) customer service chat system
B) CRM system
C) data warehouse
D) transactive content system

Question 56

Which of the following is not a feature that is driving the growth of social marketing and advertising?

A) social sign-on
B) network notification
C) collaborative shopping
D) affiliate programs

Question 57

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

A) conversion rate
B) cart conversion rate
C) browse-to-buy ratio
D) view-to-cart ratio

Question 58

Which of the following statements about the Internet's impact on marketing is not True?

A) The Internet has broadened the scope of marketing communications.
B) The Internet has decreased the impact of brands.
C) The Internet has increased the richness of marketing communications.
D) The Internet has expanded the information intensity of the marketplace.

Question 59

Conversion rate is a measure of the:

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 60

All of the following are traditional online marketing tools except:

A) affiliate marketing.
B) e-mail and permission marketing.
C) social marketing.
D) sponsorship marketing.

Question 61

Google's AdSense is an example of network keyword or ________ advertising.

Question 62

________ use a real-time bidding process in which marketers bid for slots based on their marketing criteria.

Question 63

The Nike iD program is an example of which of the following marketing techniques?

A) customer co-production
B) transactive content
C) price discrimination
D) permission marketing

Question 64

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Question 65

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

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 66

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

A) Law of One Price.
B) variable cost.
C) marginal cost.
D) fixed cost.

Question 67

________ ads involves showing the same or similar ad to individuals across multiple Web sites.

Question 68

The ________ asserts that, with complete price transparency in a perfect information marketplace, one world price for every product will emerge.

Question 69

________ is the process of getting customers to pass along a company's marketing message to friends, family, and colleagues.

Question 70

To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

Question 71

A(n) ________ system is a software tool that marketers use to track all the steps in the lead generation part of the marketing process.

Question 72

In a(n) ________ search, the inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules (an algorithm) imposed by the search engine.

Question 73

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

A) bundling.
B) customization.
C) dynamic pricing.
D) versioning.

Question 74

The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

Question 75

________ rate measures the percentage of customers who purchase once but never return within a year.

Question 76

________ is an automated, auction-based method for matching demand and supply for online display ads.

Question 77

The ________ effect refers to consumers shopping in stores and then purchasing online.

Question 78

All of the following are fixed price strategies except:

A) bundling.
B) versioning.
C) free pricing.
D) yield management.

Question 79

________ rate is the percentage of ads (either display or video) that are actually seen by people online.

Question 80

Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine ________.