Question 1

Which of the following forms of online advertising is expected to grow the most between 2019 and 2023?

Accepted Answer

A)   paid search
B)   sponsorships
C)   search engines
D)   videoE) A) and C)
F) C) and D)

Question 2

What are two methods being developed to track consumers across devices?

Accepted Answer

Two methods being developed to track con...

Question 3

A web beacon is:

Accepted Answer

A)   a cookie that carries a virus.
B)   an executable cookie.
C)   an automated applet for performing web searches.
D)   a tiny graphics file embedded in an e-mail or web page.E) B) and C)
F) A) and D)

Question 4

Which of the following statements about Internet usage in the United States is not true?

Accepted Answer

A)   In 2019, around 230 million people of all ages watched videos.
B)   In 2019, the average daily use of digital media was six and a half hours per day.
C)   Over 95% of all teenage U.S. Internet users access the Internet using a mobile device.
D)   Adults in the 25-to-54-age group have the highest percentage of Internet use.E) B) and C)
F) All of the above

Question 5

What kinds of ads have the lowest CTR?

Accepted Answer

A)   video ads
B)   e-mails to an in-house list
C)   social network display ads
D)   banner display adsE) All of the above
F) C) and D)

Question 6

Regular in-app cookies can be shared between apps.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following measures the average length of stay at a website?

Accepted Answer

A)   loyalty
B)   stickiness
C)   page views
D)   retention rateE) A) and B)
F) A) and C)

Question 8

A roughly equal percentage of men and women use the Internet today.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following measures the percentage of e-mails that could not be delivered?

Accepted Answer

A)   abandonment rate
B)   unsubscribe rate
C)   bounce-back rate
D)   attrition rateE) A) and B)
F) B) and C)

Question 10

Purchasing an online ad on a CPA basis means that the advertiser:

Accepted Answer

A)   pays for impressions in 1,000 unit lots.
B)   pays a pre-negotiated fee for each click an ad receives.
C)   pays only for those users who perform a specific action, such as registering, purchasing, etc.
D)   exchanges something of equal value for the ad space.E) A) and D)
F) None of the above

Question 11

All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except:

Accepted Answer

A)   search engines.
B)   online catalogs.
C)   social networks.
D)   targeted banner ads.E) A) and B)
F) A) and C)

Question 12

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

Accepted Answer

A)   personalization/customization
B)   universal standards
C)   ubiquity
D)   interactivityE) A) and B)
F) B) and D)

Question 13

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Accepted Answer

A)   the Law of One Price
B)   dynamic pricing
C)   price discrimination
D)   versioningE) A) and B)
F) None of the above

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A)   long tail marketing
B)   flash marketing
C)   yield management
D)   bait-and-switchE) B) and C)
F) C) and D)

Question 16

If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:

Accepted Answer

A)   page views.
B)   unique visitors.
C)   hits.
D)   reach.E) B) and C)
F) A) and D)

Question 17

How are blogs being used for marketing?

Accepted Answer

Blogs have been around for a decade and ...

Question 18

Which of the following industries accounts for the highest percentage of spending on online advertising?

Accepted Answer

A)   financial services
B)   retail
C)   automotive
D)   entertainmentE) A) and D)
F) All of the above

Question 19

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

Accepted Answer

The Internet has had four broad impacts ...

Question 20

Which of the following statements about a free pricing strategy is false?

Accepted Answer

A)   Free products and services can knock out potential and actual competitors.
B)   The free pricing strategy was born in the early days of the Web.
C)   It is difficult to convert free customers into paying customers.
D)   Free products and services can help build market awareness.E) A) and D)
F) A) and B)

Exam 6: E-Commerce Marketing and Advertising

Which of the following statements about a free pricing strategy is false?

Correct AnswerverifiedShow Answer

If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:

Correct AnswerverifiedShow Answer

Purchasing an online ad on a CPA basis means that the advertiser:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

What are two methods being developed to track consumers across devices?

Correct AnswerverifiedTwo methods being developed to track con...View AnswerShow Answer

A web beacon is:

Correct AnswerverifiedShow Answer

All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except:

Correct AnswerverifiedShow Answer

Which of the following statements about Internet usage in the United States is not true?

Correct AnswerverifiedShow Answer

A roughly equal percentage of men and women use the Internet today.

Correct AnswerverifiedShow Answer

What kinds of ads have the lowest CTR?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

Correct AnswerverifiedThe Internet has had four broad impacts ...View AnswerShow Answer

Which of the following measures the average length of stay at a website?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Regular in-app cookies can be shared between apps.

Correct AnswerverifiedShow Answer

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Correct AnswerverifiedShow Answer

Which of the following industries accounts for the highest percentage of spending on online advertising?

Correct AnswerverifiedShow Answer

How are blogs being used for marketing?

Correct AnswerverifiedBlogs have been around for a decade and ...View AnswerShow Answer

Which of the following forms of online advertising is expected to grow the most between 2019 and 2023?

Correct AnswerverifiedShow Answer

Which of the following measures the percentage of e-mails that could not be delivered?

Correct AnswerverifiedShow Answer

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Two methods being developed to track con...
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The Internet has had four broad impacts ...
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Blogs have been around for a decade and ...
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