Question 1

Companies can improve their positioning on the search list of search engines by paying a particular fee.

Accepted Answer

This is called Search Engine Marketing (SEM) and companies can pay to have their website appear at the top of the search results for certain keywords or phrases. This is usually done through programs like Google Ads.

Question 2

Internet advertising includes banner ads, pop-up ads, and links listed with major search engines.

Accepted Answer

Internet advertising does include banner ads, pop-up ads, and links listed with major search engines.

Question 3

Online forums are a source of information exchange and can take the form of a bulletin board, a classified ad directory, or a library of information.

Accepted Answer

Online forums are a platform for users to exchange information and ideas on a particular topic or interest. They can take various forms and serve different purposes such as discussions, Q&A, and sharing of resources.

Question 4

A company can use its advertising cost, site traffic, and conversion rate data to find out the cost to win each customer.

Accepted Answer

By using the advertising cost, site traffic, and conversion rate data, a company can calculate the cost to acquire a new customer or the cost to win each customer. This helps the company to make better decisions about marketing spend and optimize customer acquisition strategies.

Question 5

Web advertising has become more attractive in recent times due to a rise in click-through rates.

Accepted Answer

Click-through rates for web advertising have generally been declining over time due to factors like ad saturation and the increasing use of ad blockers, making web advertising less attractive in terms of direct engagement metrics.

Question 6

For many companies, revenue is not a major website objective.

Accepted Answer

While revenue is certainly a key objective for many companies, there are other goals that can be just as important, such as brand awareness, lead generation, customer engagement, and user experience. Depending on the nature of the business, the website may be primarily focused on achieving one or more of these objectives rather than driving direct sales.

Question 7

The first step to be taken in developing a Web presence for a company is to determine the domain name for the website.

Accepted Answer

The first step in developing a Web presence is to define the goals and objectives of the website, such as what the company aims to achieve with its online presence. This helps in making informed decisions about the website's design, content, and functionality, including the selection of a suitable domain name.

Question 8

The communication function of the Internet can be used by marketers to advance their organizational objectives.

Accepted Answer

The Internet provides a platform for marketers to communicate promotional messages to their target audience, which can help in achieving their organizational objectives such as increasing sales, improving brand awareness, and enhancing customer loyalty. Therefore, the statement is true.

Question 9

Marketers typically shun blogs that focus on new-technology products because they require technological authenticity to generate positive marketing outcomes.

Accepted Answer

Marketers often seek out blogs that focus on new-technology products specifically because these types of blogs can generate positive marketing outcomes by reaching a highly engaged and tech-savvy audience. Technological authenticity may help establish credibility and build trust with readers, but it is not necessarily a requirement for success in this space.

Question 10

E-business is the most popular Web function, followed by communication.

Accepted Answer

Communication is actually the most popular Web function, followed by e-business. The Web was initially developed to facilitate information sharing and communication, and these remain its primary uses.

Question 11

If a website is rated high based on its engagement, it implies that a large number of visitors purchase products from that website.

Accepted Answer

Engagement refers to how visitors interact with the website, such as how long they stay on the site, how many pages they visit, or how frequently they return. High engagement does not necessarily mean a lot of purchases. It could also indicate a lot of social sharing, commenting, or other forms of interaction.

Question 12

The conversion rate is a basic measurement of the percentage of visitors to a website who make purchases at the site.

Accepted Answer

The statement is true.

Question 13

Newsgroups are commercial versions of Internet forums.

Accepted Answer

Newsgroups are not commercial versions of Internet forums. They are discussion groups that were popular in the early days of the internet, where users could post messages and have threaded discussions on a variety of topics.

Question 14

Digital marketing can lead to copyright disputes when a site hosts content to which someone else holds the rights.

Accepted Answer

Using content (images, videos, text, etc.) in digital marketing without permission from the copyright holder can lead to copyright disputes.

Question 15

Spam filters help Internet users to automatically eliminate junk email from their inboxes.

Accepted Answer

Spam filters are designed to automatically detect and remove unwanted or unsolicited emails from an individual's inbox, thereby helping them to manage their email more efficiently. Some common techniques used by spam filters include filtering based on sender reputation, content analysis, and machine learning algorithms.

Question 16

The highly variable cost of a website includes not only development expenses but also the cost of placing the site on a Web server, maintaining and updating it, and promoting it.

Accepted Answer

The cost of a website includes not only development expenses but also the cost of placing the site on a Web server, maintaining and updating it, and promoting it. These factors can vary greatly and contribute to the overall cost of the website.

Question 17

Although developing a commercial website with interactive features can cost as little as $30, putting it online can cost tens of thousands of dollars a month for a spot on the server of a Web host.

Accepted Answer

The cost of hosting a website can vary widely depending on the requirements, but there are many affordable hosting options available that can cost as little as a few dollars a month for basic needs. High costs are typically associated with websites requiring significant resources or specialized hosting.

Question 18

Some Web pages display counters that measure the number of visits. These counters can also measure the amount of time users spend on those sites.

Accepted Answer

Web page counters primarily track the number of visits or hits to the site, not the amount of time users spend on those sites. Time tracking requires more sophisticated analytics tools.

Question 19

After making content decisions and designing the site, the next step in the process of developing a website is connecting to the Internet by placing the required computer files on a server.

Accepted Answer

This is correct, as once content and design decisions have been made, the website must be hosted on a server and connected to the internet in order for it to be accessible to users.

Question 20

Blogs have created interest among marketers as they can be effective at quickly forming public opinion.

Accepted Answer

Blogs have been found to have the ability to create buzz and influence public opinion, which makes them a valuable tool for marketers in the digital age.

Quiz 4: Digital Marketing and Social Media: Living in the Connected World