Question 1

Timothy was reading tournament results of the football World Cup matches on Infogoalistic.com.As he was going through the results,an advertisement of new football studs popped up.This is an example of ________ advertising.
A) covert
B) contextual
C) surrogate
D) niche
E) user-generated

Accepted Answer

Contextual advertising refers to displaying ads based on the content of the webpage being viewed by the user. In this scenario, the ad for new football studs popped up while Timothy was reading tournament results on a football website, making it an example of contextual advertising.

Question 2

For Web sites to be successful,structural firmness is a must.

Accepted Answer

Structural firmness is essential for ensuring the stability and reliability of a website. Without it, the site may encounter issues such as slow loading times, broken links, and poor user experience, which can adversely affect its success.

Question 3

One drawback of pay-per-click models is the possibility of abuse by repeatedly clicking on a link to inflate revenue to the host or increase the costs for the advertiser.

Accepted Answer

Pay-per-click models are vulnerable to click fraud, where someone uses automated tools or pays someone to repeatedly click on a link to increase revenue or cost for the advertiser. This is a major drawback of the pay-per-click model.

Question 4

Click-through rate reflects ________.
A) the ratio of surfers who visit a Web site divided by the number of surfers who clicked on an ad
B) the ratio of surfers who click on an ad divided by the number of times it was displayed
C) the percentage of visitors who actually perform the marketer's desired action
D) the ratio of surfers who click on an ad divided by the number of people who make a purchase
E) the ratio of surfers who visit a Web site divided by the number of people who make a purchase

Accepted Answer

Click-through rate (CTR) is the ratio of surfers who click on an ad divided by the number of times it was displayed. It is a measure of how well an ad is performing and how relevant it is to the audience. A higher CTR indicates that the ad is successful in attracting the audience's attention and encouraging them to take action.

Question 5

Companies use ________ in an attempt to move up their Web sites in the organic search engine results.
A) search engine image protection
B) search engine optimization
C) search engine keyword insertion
D) search-oriented architecture
E) domain stacking

Accepted Answer

Search engine optimization (SEO) is the process of optimizing a website to improve its rankings in relevant search engine results pages. Companies use SEO to improve their visibility online and attract more organic traffic to their websites. This includes tactics such as researching and targeting relevant keywords, optimizing website content and structure, and building high-quality backlinks.

Question 6

Which of the following characteristics of the Web deals with making the interaction with a Web site easier or more convenient?
A) representational delight
B) cost compliance
C) structural firmness
D) disintermediation capacity
E) functional convenience

Accepted Answer

Functional convenience refers to the ease of interacting with a website, such as having clear navigation, simple forms, and a responsive design. This characteristic is focused on making the user experience more efficient and enjoyable.

Question 7

The structural firmness for the login page of an online banking site need not be emphasized to the user.

Accepted Answer

The structural firmness for the login page of an online banking site should be emphasized to the user to ensure the security and privacy of their sensitive financial information. Users should be assured that the site has taken necessary measures to protect their data from potential breaches or hacking attempts.

Question 8

Some search engines offer to elevate a page's position in the organic results after paying a fee.This is known as ________.
A) paid analysis
B) e-reintermediation
C) e-subscription
D) e-information
E) paid inclusion

Accepted Answer

The practice of paying a fee to a search engine to have a website included in the organic search results is known as paid inclusion. This can be seen as a form of advertising, although the website's position in the results cannot be guaranteed, and paid inclusion often does not affect the ranking algorithm for organic results.

Question 9

What are the features that are to be provided to make a Web site functionally convenient?

Accepted Answer

The answer of What are the features that are to...

Question 10

A way to ensure that a company's site is on the first page users see when looking for a specific term is using ________ advertising.
A) stealth
B) viral
C) buzz
D) search
E) affiliate

Accepted Answer

Search advertising, also known as search engine advertising or search engine marketing, is a form of online advertising that allows companies to promote their websites on search engine results pages (SERPs) by targeting certain keywords or phrases. This ensures that their site appears at the top of the list when users search for those specific terms, increasing visibility and potentially driving more traffic to the company's website.

Question 11

A recent trend in display advertising has been ________ advertising,where the ads placed on a page are in some way related to the content of that page.
A) contextual
B) buzz
C) viral
D) affiliate
E) stealth

Accepted Answer

Contextual advertising is a type of display advertising that shows ads that are relevant to the content of the web page. The concept behind contextual advertising is that the ads will be more useful and engaging to consumers since they are related to the content they are already viewing. This type of advertising can also benefit advertisers since they can reach a targeted audience based on the content of the page.

Question 12

Under the ________ pricing model,the firm running the advertisement pays only when a Web surfer actually clicks on the advertisement.
A) pay-per-refresh
B) pay-per-sale
C) pay-per-click
D) pay-per-conversion
E) click-per-visit

Accepted Answer

Pay-per-click (PPC) pricing model is a popular online advertising model where the advertiser pays only when a user clicks on their advertisement. This model ensures that the advertiser only pays for actual results and not just impressions or views. This helps to make online advertising more cost-effective and efficient. The other options are not commonly used online advertising models.

Question 13

Identify a characteristic of the Web that influences a Web site's security and performance.
A) structural firmness
B) functional convenience
C) cost compliance
D) representational delight
E) disintermediation capacity

Accepted Answer

Structural firmness refers to the technical aspects of a website that ensure its security and performance, such as its architecture, coding, and server infrastructure.

Question 14

The performance of a pay-per-click advertising model can be assessed by ________,which reflects the percentage of visitors who actually perform the marketer's desired action such as making a purchase.
A) click fraud rate
B) contextual search rate
C) pop-up rate
D) click-through rate
E) conversion rate

Accepted Answer

The conversion rate reflects the percentage of visitors who actually perform the marketer's desired action, such as making a purchase. The click fraud rate measures the number of invalid clicks on an ad. The contextual search rate and pop-up rate do not directly relate to the performance of a pay-per-click advertising model. The click-through rate measures how often people click on an ad after seeing it, but it does not necessarily reflect whether they complete the desired action.

Question 15

How can the effectiveness of e-mail advertising campaigns be measured directly?
A) by reflecting the percentage of visitors who actually perform the marketer's desired action
B) by reflecting the number of surfers who click on an ad divided by the number of times it was displayed
C) by creating use cases and business models to determine the ratio of the opened mails to the sent mails
D) by conducting online polls, starting online forums, and collecting user feedbacks
E) by including special links in the e-mail that allow tracking which e-mails the customers have opened or reacted to

Accepted Answer

Including special links in the e-mail that allow tracking which e-mails the customers have opened or reacted to is the most direct way to measure the effectiveness of e-mail advertising campaigns. This allows for tracking the open and click-through rates, as well as measuring the conversion rate for those who performed the desired action after clicking on the link. Option A reflects the conversion rate but may not necessarily be directly linked to the e-mail campaign. Option B reflects the click-through rate but does not provide information on the success of the overall campaign. Option C may not be applicable in all cases and may be more suitable for assessing the quality of the e-mail list or identifying factors that impact e-mail delivery. Option D relates to gathering user feedback, which is valuable but does not directly measure the effectiveness of the campaign.

Question 16

Identify a true statement about the function of Google's Ad Words.
A) It ensures high-quality leads when a search is conducted online.
B) It presents a view of short-term technology integration.
C) It presents a view of long-term technology integration.
D) It redirects Web pages to different sites if the link fails.
E) It provides immediate communication to and receives feedback from customers.

Accepted Answer

The function of Google's Ad Words is to ensure high-quality leads when a search is conducted online. It allows businesses to place ads on Google search results pages and target specific keywords relevant to their product or service, resulting in high-quality leads.

Question 17

If a company's Web site is in the sponsored list of a search engine,the search engine receives revenue on a ________ basis.
A) pay-per-click
B) pay-per-sale
C) click-through
D) pay-per-conversion
E) click-per-visit

Accepted Answer

When a company's Web site is listed in the sponsored list of a search engine, the search engine receives revenue on a pay-per-click basis, meaning they get paid each time someone clicks on the company's listing. Pay-per-sale refers to getting paid only when a sale is made, click-through and click-per-visit are not commonly used payment models, and pay-per-conversion is a vague term that can refer to different types of actions beyond just clicking on a listing.

Question 18

Which of the following explains Web analytics?
A) conducting online marketing research to improve product quality
B) analyzing Web sites in order to find the best one in a category
C) tracking all online purchasers to try and increase their frequency of visit to a particular Web site
D) analyzing Web surfers' behavior in order to improve Web site performance
E) analyzing Web sites in order to find the best online business practices

Accepted Answer

Web analytics refers to the process of analyzing and tracking web surfers' behavior in order to improve the performance of a website by identifying strengths and weaknesses.

Question 19

In the context of pay-per-click models,inflating the revenue to a host or increasing costs for the advertiser by repeatedly clicking on a link is called ________ fraud.
A) link
B) affiliate
C) click
D) conversion
E) disintermediation

Accepted Answer

Click fraud involves repeatedly clicking on a pay-per-click advertisement to inflate revenue for the host or increase costs for the advertiser. Link fraud involves manipulating the appearance of a hyperlink or using misleading text to deceive users into clicking on the link. Affiliate fraud involves creating fraudulent transactions to earn commission as an affiliate marketer. Conversion fraud involves falsely indicating that a conversion (such as a purchase or signup) has occurred. Disintermediation is not related to fraudulent activity in pay-per-click models.

Question 20

Which of the following characteristics of the Web deals with stimulating a consumer's senses?
A) functional convenience
B) cost compliance
C) representational delight
D) structural firmness
E) disintermediation capacity

Accepted Answer

Representational delight refers to the visual appeal of a website that stimulates a consumer's senses.

Quiz 4: Enabling Business-To-Consumer Electronic Commerce

Timothy was reading tournament results of the football World Cup matches on Infogoalistic.com.As he was going through the results,an advertisement of new football studs popped up.This is an example of ________ advertising.

For Web sites to be successful,structural firmness is a must.

One drawback of pay-per-click models is the possibility of abuse by repeatedly clicking on a link to inflate revenue to the host or increase the costs for the advertiser.

Click-through rate reflects ________.

Companies use ________ in an attempt to move up their Web sites in the organic search engine results.

Which of the following characteristics of the Web deals with making the interaction with a Web site easier or more convenient?

The structural firmness for the login page of an online banking site need not be emphasized to the user.

Some search engines offer to elevate a page's position in the organic results after paying a fee.This is known as ________.

What are the features that are to be provided to make a Web site functionally convenient?

A way to ensure that a company's site is on the first page users see when looking for a specific term is using ________ advertising.

A recent trend in display advertising has been ________ advertising,where the ads placed on a page are in some way related to the content of that page.

Under the ________ pricing model,the firm running the advertisement pays only when a Web surfer actually clicks on the advertisement.

Identify a characteristic of the Web that influences a Web site's security and performance.

The performance of a pay-per-click advertising model can be assessed by ________,which reflects the percentage of visitors who actually perform the marketer's desired action such as making a purchase.

How can the effectiveness of e-mail advertising campaigns be measured directly?

Identify a true statement about the function of Google's Ad Words.

If a company's Web site is in the sponsored list of a search engine,the search engine receives revenue on a ________ basis.

Which of the following explains Web analytics?

In the context of pay-per-click models,inflating the revenue to a host or increasing costs for the advertiser by repeatedly clicking on a link is called ________ fraud.

Which of the following characteristics of the Web deals with stimulating a consumer's senses?