Question 1

Uber has been criticized for using which of the following?

Accepted Answer

A)  flash marketing
B)  bundling
C)  surge pricing
D)  freemium

Question 2

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

Accepted Answer

A)  ubiquity
B)  richness
C)  information density
D)  universal standards

Question 3

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.

Question 4

All of the following are fixed price strategies except:

Accepted Answer

A)  bundling.
B)  versioning.
C)  free pricing.
D)  yield management.

Question 5

All of the following are among those most frequently affected by ad-blocking except:

Accepted Answer

A)  gaming sites.
B)  newsgroup/forums.
C)  social network sites.
D)  online retailers.

Question 6

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 rate

Question 7

Describe 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 8

Which of the following measures the ratio of items purchased to product views?

Accepted Answer

A)  conversion rate
B)  cart conversion rate
C)  browse-to-buy ratio
D)  view-to-cart ratio

Question 9

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

Accepted Answer

A)  loyalty
B)  stickiness
C)  page views
D)  retention rate

Question 10

Impressions are a measure of the:

Accepted Answer

A)  number of times an ad is clicked.
B)  number of times an ad is served.
C)  number of http requests.
D)  number of pages viewed.

Question 11

Which of the following is not a primary source of ad fraud?

Accepted Answer

A)  browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange
B)  ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers
C)  botnets hired by publishers to click on web pages to create phony traffic
D)  native advertising that is displayed on a social media site

Question 12

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Accepted Answer

A)  the total number of impressions
B)  the total number of impressions in hundreds
C)  the total number of impressions in thousands
D)  the total number of impressions in millions

Question 13

View-through rate measures the ________ response rate to an ad.

Accepted Answer

A)  30-minute
B)  24-hour
C)  7-day
D)  30-day

Question 14

Online buyers constitute approximately ________ % of the online Internet audience.

Accepted Answer

A)  67
B)  77
C)  87
D)  97

Question 15

________ is an industry-standard database query and manipulation language.

Accepted Answer

A)  SQL
B)  PHP
C)  DBMS
D)  JSP

Question 16

Amazon's Associates program is an example of which of the following?

Accepted Answer

A)  viral marketing
B)  local marketing
C)  affiliate marketing
D)  lead generation marketing

Question 17

Research has found that most ad impressions served across display advertising platforms are not viewable.

Accepted Answer

A) True 
 B)False

Question 18

Conversion rate is a measure of the:

Accepted Answer

A)  percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
B)  percentage of visitors who become customers.
C)  percentage of existing customers who continue to buy on a regular basis.
D)  percentage of shoppers who do not return within a year after their initial purchase.

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is not a practice that degrades the results and usefulness of search engines?

Accepted Answer

A)  social search
B)  link farms
C)  content farms
D)  click fraud

Exam 6: E-Commerce Marketing and Advertising Concepts

________ is an industry-standard database query and manipulation language.

Correct AnswerverifiedShow Answer

Uber has been criticized for using which of the following?

Correct AnswerverifiedShow Answer

All of the following are fixed price strategies except:

Correct AnswerverifiedShow Answer

Which of the following is not a practice that degrades the results and usefulness of search engines?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Research has found that most ad impressions served across display advertising platforms are not viewable.

Correct AnswerverifiedShow Answer

Conversion rate is a measure of the:

Correct AnswerverifiedShow Answer

Impressions are a measure of the:

Correct AnswerverifiedShow Answer

Describe 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

Amazon's Associates program is an example of which of the following?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following measures the ratio of items purchased to product views?

Correct AnswerverifiedShow Answer

Which of the following is not a primary source of ad fraud?

Correct AnswerverifiedShow Answer

View-through rate measures the ________ response rate to an ad.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?

Correct AnswerverifiedShow Answer

All of the following are among those most frequently affected by ad-blocking except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Online buyers constitute approximately ________ % of the online Internet audience.

Correct AnswerverifiedShow Answer

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The Internet has had four broad impacts ...
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