Deck 7: Promoting and Maintaining a Web Site

Question 1

____ software, as shown in the accompanying figure, can provide an option for uploading a Web site, eliminating the need for other software.

A) Color-matching
B) WYSIWYG editor
C) CSS editor
D) Image editing

Answer 1

B

Question 2

E-commerce companies, such as those shown in the accompanying figure, offer____ placement.

A) reciprocal link
B) paid or sponsored ad
C) online form
D) none of the above

Answer 2

B

Question 3

A browser's request for a Web page is called a ____ function.

A) server-side
B) browser-side
C) client-side
D) page-side

Answer 3

C

Question 4

Affiliate program ____ place specially formatted links to advertisers' sites on their Web pages.

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

Question 5

Thousands of Web ____ companies, such as those shown in the accompanying figure, offer personal or small business server space for a fee.

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

Question 6

FileZilla is an example of ____ software.

A) Web browser
B) Web design
C) FTP client
D) color-matching

Question 7

A(n) ____ interface is a nongraphical window opened by typing the cmd command in the Search box on the Windows Vista Start menu.

A) command-line
B) WYSIWYG
C) FTP client
D) HTML user

Question 8

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 9

Participating in a(n) ____ program is a useful revenue source for Web site publishers.

A) link exchange
B) search tool submission
C) affiliate
D) none of the above

Question 10

Which of the following files should be uploaded to the Web server when the site is published?

A) HTML documents
B) images
C) multimedia files
D) all of the above

Question 11

File servers that are open to anyone, such as some college or university file servers, are called __________________ servers or sites.

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

Question 12

Adding ____ to a Web page is a search engine optimization technique.

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

Question 13

____ is a Windows operating system feature that allows you to set up a remote server as a network location and then access it from the Open command on the Internet Explorer menu.

A) Web Servers
B) Web Pages
C) Web Folders
D) Web Browsers

Question 14

An impressive number of incoming links to your Web pages are also part of ____.

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

Question 15

Google's DoubleClick Performics is an example of a(n) ____.

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

Question 16

The online promotional method that involves applying specific Web design and development techniques to Web pages to increase the possibility that the pages 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 17

E-commerce companies, such as those shown in the accompanying figure, offer ____ services.

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

Question 18

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

A) online advertising network
B) affiliate program
C) search tool submission service
D) none of the above

Question 19

A Web page link that no longer works is called a ____ link.

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

Question 20

To generate a high volume of traffic to your Web site, you should launch a full-scale campaign using both ____ and traditional promotional techniques.

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

Question 21

Winning a prestigious ____ from a site, such as those shown in the accompanying figure, can help promote your site.

A) award
B) ad
C) link
D) visitor

Question 22

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

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

Question 23

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

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

Question 24

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

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

Question 25

A(n) ____ ad is a horizontal rectangular Web page advertisement that links to the advertiser's Web site.

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

Question 26

____ is/are a JavaScript technique used by Web marketers to track visitors' behaviors.

A) Tracking cookies
B) Online advertising networks
C) Page tagging
D) None of the above

Question 27

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 28

In an online advertising network, a Web site that wants to place online ads is called a(n) ____.

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

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

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

Question 31

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

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

Question 32

____ are small text files stored on a Web page 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 33

The Web metric that identifies the rate at which a visitor who is shopping at a site becomes a buyer of the site's products or services is the ____ rate.

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

Question 34

A(n) ____ ad is a vertical rectangular Web page ad.

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

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) CSS editor
D) illustration

Question 36

A ____ analysis might indicate how long visitors are viewing a specific page at your site.

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

Question 37

Developing ____ involves combining various types of visitor data and then analyzing that data to discover how visitors act at a Web site.

A) server log transactions
B) visual identity elements
C) goals and objectives
D) Web analytics

Question 38

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

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

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) None of the above

Question 40

A(n) ____, such as those shown in the accompanying figure, brings together companies that want to purchase advertising and companies that want to sell ads on their sites.

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

Question 41

A low volume of traffic is essential for an organizational/topical or commercial Web site.

Question 42

Some Web hosting companies, such as those illustrated in the accompanying figure, cater to midsized to large e-commerce companies requiring a more sophisticated level of server support.

Question 43

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

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

Question 44

For an organizational/topical or commercial Web site, the volume of traffic can be one determinate of success or failure.

Question 45

Modified Multiple Choice Which of the following promotional tools can be effective for an e-commerce site with a promotional budget?

A) search engine sponsored placement
B) affiliate program participation
C) business blog
D) opt-in e-mail advertising

Question 46

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

Question 47

Whether you have designed a personal, organizational/topical, or commercial site, you want to promote the site to its target audience.

Question 48

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

Question 49

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

Question 50

Using the command-line interface to upload and download files is easier than using an FTP client.

Question 51

Web client software offers a familiar graphical user interface in which you click menu commands, click toolbar buttons, or use drag and drop to transfer files from a local computer to a remote computer, as illustrated in the accompanying figure.

Question 52

Modified Multiple Choice Which of the following could be part of a target audience testing group for an e-commerce site?

A) employees
B) target audience members
C) vendors
D) other business partners

Question 53

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

Question 54

Which of the following promotional techniques are generally free?

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

Question 55

One of the oldest affiliate programs is the Amazon.com Associates program.

Question 56

The criteria for becoming an affiliate program publisher will vary by publisher.

Question 57

Modified Multiple Choice Which of the following Web site promotional tools is most appropriate when you have a limited or no promotional budget?

A) manual search tool submission
B) free link exchange
C) online advertising network
D) affiliate program

Question 58

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

Question 59

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

Question 60

Clearly worded Web page text is a search engine optimization technique.

Question 61

Remember to ____________________ your Web site periodically after it is published to ensure that all features are functioning properly.

Question 62

A visitor might not even be aware of a pop-under ad window until he or she closes the browser window.

Question 63

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

Question 64

The purpose of a Web page ad is to drive traffic to the publisher's site.

Question 65

A pop-under ad opens in its own window on top of the page a visitor is currently viewing.

Question 66

Receiving an award for your Web site can help promote your site because winners' pages are featured on the sponsoring site.

Question 67

Some sites, such as those shown in the accompanying figure, provide ____________________ programs.

Question 68

To draw a parallel to the print world, not being listed in ____________________ indexes is like not having a business telephone number or address listed in the Yellow Pages.

Question 69

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

Question 70

Promotional giveaways include such items as stationery, business cards, brochures, report, sinage, and magazines.

Question 71

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

Question 72

An effectively written, free, permission-based e-mail newsletter can entice visitors to revisit your site.

Question 73

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

Question 74

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

Question 75

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

Question 76

When a visitor clicks an online ad, the visitor's browser goes to the ad's link target.

Question 77

____________________ computing involves a client, such as a Web browser, requesting services from a server.

Question 78

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

Question 79

E-mail messages can be an expensive way to promote a Web site.

Question 80

Sponsoring a(n) ____________________ program is a good way to drive traffic to an e-commerce site.