Deck 7: Promoting and Maintaining a Website
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Deck 7: Promoting and Maintaining a Website
1
A(n) _______ web server hosts multiple websites.
A) dedicated
B) baseline
C) dynamic
D) shared
A) dedicated
B) baseline
C) dynamic
D) shared
D
2
A _______ web server is one that hosts only your website files.
A) private
B) personal
C) dedicated
D) anonymous
A) private
B) personal
C) dedicated
D) anonymous
C
3
FileZilla is an example of _______ software.
A) web browser
B) web design
C) FTP client
D) web testing
A) web browser
B) web design
C) FTP client
D) web testing
C
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
A) online
B) offline
C) word of mouth
D) print materials
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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
A) search engine submission
B) search engine paid placement
C) search engine optimization
D) search engine results modification
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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
A) reciprocal link
B) meta tag placement
C) keyword search
D) search tool submission
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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
A) links
B) meta tags
C) images
D) colors
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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
A) reciprocal link
B) paid placement
C) online form
D) dynamic roster
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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
A) online advertising network
B) affiliate program
C) search tool submission service
D) publishing network
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10
An impressive number of incoming links to your webpages are also part of _______.
A) FTP
B) HTML
C) WAI
D) SEO
A) FTP
B) HTML
C) WAI
D) SEO
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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
A) publisher
B) advertiser
C) seller
D) promoter
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12
Multiple Choice A webpage link that no longer works is called a _______ link.
A) broken
B) live
C) missing
D) followed
A) broken
B) live
C) missing
D) followed
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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.
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.
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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
A) command-line
B) WYSIWYG
C) FTP client
D) file management
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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
A) online advertising networks
B) meta tags
C) search tool submission services
D) affiliate programs
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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
A) FTP client
B) WYSIWYG editor
C) CSS editor
D) Distributed CMS
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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
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18
Affiliate program _______ place specially formatted links to advertisers' websites on their webpages.
A) publishers
B) users
C) visitors
D) promoters
A) publishers
B) users
C) visitors
D) promoters
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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
A) publisher
B) advertiser
C) seller
D) promoter
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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
A) server-side
B) browser-side
C) cloud-based
D) client-side
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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
A) superficial
B) pop-under
C) counterveiling
D) impression-based
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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
A) transactions
B) identifiers
C) objectives
D) metrics
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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
A) affiliate management network
B) online advertising affiliation
C) affiliated search tool submission service
D) link exchange program
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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
A) paging
B) click-through
C) tracking
D) conversion
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25
A _______ ad is a vertical rectangular webpage ad.
A) pop-up
B) banner
C) Flash movie
D) sidebar
A) pop-up
B) banner
C) Flash movie
D) sidebar
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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
A) special
B) repeat
C) unique
D) remote
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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
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
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28
_______ e-mail advertising is also called permission-based e-mail advertising.
A) Free
B) Web-based
C) Opt-in
D) Linked
A) Free
B) Web-based
C) Opt-in
D) Linked
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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
A) Tracking cookies
B) Banner ads
C) Server log transactions
D) Rich media ads
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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
A) sidebar
B) banner
C) Flash movie
D) rich media
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31
_______ links work well when the companies are in related fields, but are not direct competitors.
A) Web
B) Reciprocal
C) Fresh
D) Followed
A) Web
B) Reciprocal
C) Fresh
D) Followed
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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
A) advertiser
B) visitor
C) publisher
D) developer
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33
The webpage _______ measurement determines webpage popularity.
A) trackers
B) identifiers
C) views
D) controls
A) trackers
B) identifiers
C) views
D) controls
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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
A) link exchange
B) search tool submission
C) affiliate
D) device-independent
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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
A) WYSIWYG editor
B) web server log analysis
C) dynamic database
D) benchmarking
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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
A) pass-through
B) click-stream
C) click-through
D) repeat visitor
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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
A) Server log transactions
B) Tracking cookies
C) Banner ads
D) Flash movie ads
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38
A(n) _______ is a measurement standard with which actual performance can be compared.
A) goal
B) objective
C) result
D) benchmark
A) goal
B) objective
C) result
D) benchmark
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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
A) Opt-out
B) Opt-in
C) Opt-send
D) Opt-for
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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
A) online advertising network
B) link exchange program
C) affiliate program
D) none of the above
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41
Attracting numerous visitors is a top-level concern no matter the type of website.
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42
For an organizational/topical or e-commerce website, the volume of traffic can be one factor of success or failure.
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43
An affiliate program is a business that registers websites with multiple search tools for a fee.
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44
Apple computers use File Explorer to organize files and folders.
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45
Some web hosting services might assist with acquiring a domain name for an additional fee.
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46
The criteria and rewards for becoming an affiliate program publisher are the same no matter the publisher.
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47
After your website is published to a live web server, you are ready to begin the self-testing and target audience testing processes.
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48
After your website "goes live" there is no longer any need to test website elements, such as images and links.
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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
A) search engine sponsored placement
B) affiliate program participation
C) search tool submission service
D) opt-in advertising
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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
A) pop-up ad
B) pop-under ad
C) rich media ad
D) affiliate ad
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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
A) employees
B) designers from competitor firms
C) vendors
D) other business partners
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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
A) manual search tool submission
B) banner ads
C) advertising through an affiliate network
D) word of mouth
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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?
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?
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54
For a personal website, it might be helpful to hire an SEO consultant to help direct SEO efforts.
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55
If you are using a file management system, you will save files to the host company's web server as you create them.
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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.
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57
Some award websites focus on a specific industry or type of business.
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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.
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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.
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60
Clearly worded webpage text is a search engine optimization technique.
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61
Floating ads are webpage advertisements that seem to float across the screen for a few seconds.
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62
Completion
After your website is published, you then embark on the ongoing process of ____________________ and maintaining your website.
After your website is published, you then embark on the ongoing process of ____________________ and maintaining your website.
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63
Spam is annoying, but not illegal.
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64
Web designers recommend learning about proper use of ____________________ to ensure your website reaches its target audience.
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65
Participating in a(n) ____________________ program is a good way for a business to drive traffic to its website.
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66
A(n) ____________________ monitors visitors' click-throughs and processes commission or fee payments to publishers.
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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.
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68
If you need to build your audience, you are discouraged from offering subscribers an option to unsubscribe from email newsletters, for example.
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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.
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70
The density of specific ____________________ in webpage text is a search engine optimization technique.
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71
Promotional giveaways include such items as stationery, business cards, brochures, reports, signage, and magazines.
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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.
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73
A(n) _____________________ is a business that manages affiliate programs by helping to establish the relationship between advertisers and publishers.
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74
FileZilla is a software program that provides a user interface for transferring files using the ____________________ protocol.
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75
An effectively written, permission-based opt-in text or email can entice visitors to revisit your website to learn about new products.
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76
Some link exchanges offer reciprocal links free to members; others charge a fee to establish reciprocal links.
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77
Publishers base the amount of money they charge advertisers for an ad on expansions.
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78
____________________ is the standard set of rules for uploading or downloading files over the Internet, such as webpage files to a web server.
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79
Google ____________________ is an update to the Google search algorithm.
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80
You can block pop-up ads in any app in which they appear.
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