Question 1

How do the Interactive Advertising Bureau's new standard ad unit portfolio and guidelines released in July 2017 differ from its earlier guidelines for display ads.

Accepted Answer

The answer of How do the Interactive Advertising Bureau's new...

Question 2

________ is an open source database that can store and analyze both structured and unstructured data.

Accepted Answer

Hadoop is a highly scalable and fault-tolerant database that can handle large amounts of structured and unstructured data. It is an open source solution that can be customized to meet the needs of a variety of organizations. ASP, PHP, and JSP are all web development technologies and are not directly related to database storage and analysis.

Question 3

The concept of "customer satisfaction" is broader than the concept of "customer experience."

Accepted Answer

Customer experience encompasses all interactions a customer has with a brand, product, or service, including pre- and post-purchase interactions, which is broader than customer satisfaction, which measures how well a product or service meets or exceeds customer expectations.

Question 4

Evidence suggests that real-time customer chat increases the dollar value of transactions.

Accepted Answer

Studies have found that real-time customer chat can increase the average order value by up to 30%, as it allows businesses to offer immediate assistance and personalized recommendations to customers.

Question 5

The marketing technique known as ________ involves merchants offering many products for which there is little demand.

Accepted Answer

Long tail marketing focuses on offering a large number of niche products, which individually have low demand, but collectively can represent a significant market. This approach leverages the vast selection to attract a diverse customer base with varied interests.

Question 6

Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

The answer of Which feature of e-commerce technology decreases the...

Question 7

A ________ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer.

Accepted Answer

A CRM system (Customer Relationship Management system) is specifically designed to manage and store customer data and interactions with a company. It is a central repository of customer information that can be accessed by different departments within the organization, such as sales, marketing, and customer service. This system helps businesses build better customer relationships and improve customer satisfaction by providing a unified view of customer interactions and preferences.

Question 8

How are blogs being used for marketing?

Accepted Answer

The answer of How are blogs being used for marketing?...

Question 9

The top four display ad companies together account for almost 60% of U.S.display ad revenues.

Accepted Answer

According to eMarketer, the top four display ad companies (Google, Facebook, Amazon, and Verizon Media) account for approximately 59% of total U.S. display ad revenue in 2021.

Question 10

Discuss the changes that Google has made to its search algorithms to improve search results and user experience.

Accepted Answer

The answer of Discuss the changes that Google has made...

Question 11

Which of the following would you implement to collect and analyze your company's big data?

Accepted Answer

Hadoop is the best choice for collecting and analyzing big data as it is specifically designed for processing large datasets and can handle a variety of data types. Data warehouses are also useful for storing and managing large amounts of data, but may not have the capability to perform advanced analytics. SQL is a query language used for managing relational databases, but may not be suitable for big data analysis. Profiling refers to the process of gathering information about individuals or groups and is not directly related to big data analytics.

Question 12

The richness made possible by e-commerce technologies does which of the following?

Accepted Answer

E-commerce technologies allow for the integration of various media formats into a single marketing message, providing a richer consuming experience for the customer. Option A refers to the cost-saving benefits of e-commerce, while option B talks about the democratization of value creation. Option D highlights the global outreach of e-commerce.

Question 13

All of the following statements about cookies are true except:

Accepted Answer

Cookies typically store information such as website preferences, login information, and activity history, but they do not typically store a user's e-mail address.

Question 14

Which of the following is a Google algorithm update related to local search?

Accepted Answer

Possum was a Google algorithm update related to local search, launched in 2016. It affected local search results by filtering out listings that were too similar and giving more value to the physical location of the searcher.

Question 15

Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?

Accepted Answer

The answer of Which of the following features of e-commerce...

Question 16

A web beacon is:

Accepted Answer

A web beacon is a small, invisible image or graphic on a webpage or in an email that is used to track user behavior or collect information. It is not a cookie that carries a virus or an automated applet for performing web searches.

Question 17

Which of the following statements about the Internet's impact on marketing is not true?

Accepted Answer

The Internet has not decreased the impact of brands. In fact, the Internet has given brands a platform to reach a wider audience and has made it easier for them to connect with consumers through social media and other digital channels. The Internet has disrupted traditional marketing channels, but it has not diminished the importance of branding in marketing.

Question 18

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Accepted Answer

This is the definition of bundling.

Question 19

Consumers tend to look at native ads more frequently than they look at display ads.

Accepted Answer

Studies have shown that native ads tend to receive higher engagement and have a higher click-through rate compared to traditional display ads. This is because native ads blend in with the content of the website, making them less intrusive and more appealing to consumers.

Question 20

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

Lead generation marketing firms focus on attracting potential customers to the company's website or social media pages through content marketing, SEO, social media marketing, and other inbound marketing strategies.

Quiz 6: E-Commerce Marketing and Advertising Concepts