Deck 11: E-marketing and Advertising

Question 1

Which of the following is an example of secondary data?

A) online news sources
B) experiments
C) surveys
D) focus groups
E) proprietary data

Answer 1

online news sources

Question 2

What is CPM?

A) cost per thousand impressions
B) cost per mailout
C) cost per management
D) customer per marketing hit
E) customer per media

Answer 2

cost per thousand impressions

Question 3

Which of the following is a popular technology to deliver multimedia-enhanced ads online?

A) XML
B) Flash
C) MP3
D) HTML
E) RTF

Answer 3

Flash

Question 4

SPAM refers to:

A) a virus on your hard drive.
B) unsolicited email sent to individuals.
C) a program that clears unwanted data from your computer.
D) step by step home page implementation guide.
E) targeted marketing online.

Question 5

The key concern over personalization in web design is whether the user is truly able to:

A) get the right facts.
B) control what they see.
C) purchase a product online.
D) protect themselves from credit card fraud.
E) opt-out at a later date.

Question 6

Data that has not been developed specifically for the task at hand but may be useful for decision making are called:

A) primary data.
B) secondary data.
C) irrelevant data.
D) process data.
E) system data.

Question 7

Interstitials are:

A) internet advertisement spots that load into a user's browser while the internet connection is idle.
B) web-based windows created that pop-up as a user enters an internet site.
C) pop-up boxes.
D) animated advertisements on web pages.
E) also known as sister windows.

Question 8

If a user cannot find something on a website with a reasonable amount of clicks, s/he will move on. This refers to the phenomenon of ________.

A) user mobility
B) user impatience
C) boring sites
D) site-stickiness
E) the personalization phase

Question 9

The advertising strategy of taking data from a CRM analysis to provide a customer with a specific advertising focus is known as:

A) market segmentation.
B) permission marketing.
C) spamming.
D) personalization.
E) mass marketing.

Question 10

Site-stickiness is best defined as:

A) the tendency of a website to have errors.
B) a website programmed to change the homepage of the user.
C) the amount of customer use of a banner advertisement on a site.
D) the likelihood that users will stay on a particular website.
E) an online marketing site that generates shopping basket sales.

Question 11

Primary data includes:

A) surveys.
B) click-stream analysis.
C) online news sources.
D) Statistics Canada data.
E) click-through counts.

Question 12

Which of the following statements is correct with respect to email advertising?

A) Customers should opt out.
B) Email is similar to direct mail.
C) Email marketing is a learning process.
D) The key to email marketing is quantity, not customization.
E) Email advertising is free.

Question 13

The process of unsolicited sending of email to individuals in an attempt to gain commercial advantage is known as:

A) market segment.
B) permission marketing.
C) spam.
D) superstitials.
E) interstitials.

Question 14

The emarketing process consists of:

A) strategy creation, implementation, and evaluation.
B) strategy creation, analysis, and implementation.
C) analysis, evaluation, and implementation
D) strategy creation and implementation.
E) user registration, targeted advertisements, and online sales.

Question 15

Which of the following is true about banner advertising?

A) people can block these
B) banner ads can be animated
C) banner ads have to be targeted and specific
D) banner ads are often ignored
E) all of the above

Question 16

Permission marketing is:

A) when a user gives permission to a company to advertise on his or her homepage.
B) when users are able to opt-in to receive email and advertisements.
C) when companies report to the Government to gain permission to advertise.
D) when users install SPAM filters.
E) none of the above

Question 17

Marketers are able to tailor a site to the specific wants of the user during this phase of web design:

A) personalization phase
B) brochureware phase
C) interactive phase
D) evaluation phase
E) registration phase

Question 18

Which of the following displays an ad-message in a new browser window?

A) flash ads
B) interstitials
C) superstitials
D) GIF ads
E) banner ads

Question 19

As a website becomes more personalized, the level of _________ increases.

A) the web designer's wages
B) site-stickiness
C) revenue created for the firm
D) customer annoyance
E) product selection

Question 20

Joe has been browsing the eBay website for about 30 minutes today. He is expected to continue browsing for more 2 hours as he usually does everyday. This example can be represented by what term?

A) customer forecasting
B) online behaviour analysis
C) site-stickiness
D) stickiness analysis
E) customer cryptographic behaviour

Question 21

Registering domain names with the intention to use the name for financial gain without legal rights to its use is called:

A) cybersquatting.
B) illlegal surfing.
C) internet surfing scandal.
D) cyberconning.
E) net fraud.

Question 22

A graphic representation, similar to a logo, that is placed on websites to indicate that the entity complies with certain recommended ecommerce practices and is therefore a trustworthy business partner is called a ________.

A) trademark
B) public key
C) digital certificate
D) patent
E) trustmark

Question 23

The widespread use of banner ads has led to the development of standard:

A) laws and regulations.
B) graphics and technology.
C) architecture and rates.
D) sizes and pricing.
E) sizes and formats.

Question 24

Google AdWords provided by Google.com allows other websites to join and earn commissions of at least 5 percent for click-throughs from Google predesigned banner ads that lead to sales. This is an example of what kind of program?

A) cash click program
B) net cash trade program
C) affiliate program
D) surfing click business
E) up-selling program

Question 25

The personalization phase develops one-to-many marketing techniques through the use of spam emails and banners.

Question 26

CRM and business intelligence (BI) are tools that may be used throughout the emarketing process and their data may assist in the strategy creation stage to define a target market.

Question 27

Banner advertising is the most dominant form of online advertising.

Question 28

_____ involves signing up on an ecommerce site under a dummy user ID that is soley used for the purpose of monitoring unwarranted email.

A) Spamming
B) Sniffing
C) Seeding
D) Spying
E) Cybersquatting

Question 29

The process of tracking customers who don't complete a purchase by placing cookies on their computer to make it possible to make repeat offers for the abandoned item on other websites that the customers visit is called:

A) remarketing
B) up-selling
C) cross-selling
D) target marketing
E) sniffing

Question 30

Strategy creation, implementation and evaluation are the major three strategies in:

A) pricing process.
B) emarketing process.
C) affiliate programs.
D) making a website visible on the web.
E) advertising.

Question 31

Many software downloading sites earn revenues by downloading adware and ________ at the same time as the software or demos.

A) banner ads
B) applications
C) spyware
D) superstitials
E) music

Question 32

Animated graphic interchange (GIF) format is a file that consists of a series of frames that are shown in a particular sequence.

Question 33

The concept of emarketing has gone through a rapid cycle of development over the past few years - from introduction to craze, decline, and stabilization.

Question 34

The internet's flexibility allows businesses to move from implementation back to strategy creation relatively quickly.

Question 35

Emarketing operates independently of Customer Relationship Management (CRM).

Question 36

Primary data is data that has not been developed specifically for the task at hand but may be useful for decision-making.

Question 37

Mechanisms for recording feedback about ecommerce sites, products, and market participants and sharing such feedback with others is called:

A) ecommerce beneficial rumors.
B) ecommerce feedback participation.
C) digital ecommerce fraud.
D) digitized word of mouth.
E) ecommerce digital strategy.

Question 38

_____ is one of the earliest and still widely used forms of digital word of mouth, making recommendations to a customer based on what other customers purchased from a particular site.

A) Testimonials
B) Emarketing
C) Customer reviews
D) Collaborative filtering
E) Blogging

Question 39

In website design, the interactive phase involves the personalization or tailoring of a website to the individual user.

Question 40

The unique aspect of emarketing is that targeted marketing is often more easily conducted online than through offline businesses.

Question 41

Describe what is meant by a market segment.

Question 42

Emarketing during online branding focuses on which two important factors?

Question 43

What standard unit is often used to measure costs of banner advertising?

Question 44

What is a PEST analysis?

Question 45

Using pop-ups is one of the best means of increasing traffic to a website.

Question 46

Search engines use simple equations to decide where a website will rank in the list of results delivered in response to a search term entered by a user.

Question 47

What is the difference between interstitials and superstitials?

Question 48

How has the growth of spam affected email advertising?

Question 49

Describe how Google's Gmail service supports its search engine marketing strategy.

Question 50

Describe the brochureware phase of the internet.