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mana 4345 test 3 ch7
test questions and vocab for chapter 7 ecommerce 2012 8e
| Question | Answer |
|---|---|
| Which of the following advertising messages is a branding communication? | Barnesandnoble.com: The Best Place to Buy Textbooks. |
| The top five industries account for more than ________ percent of all online advertising. | 65% |
| The amount spent on online advertising in 2011 was approximately: | $31.3 billion |
| Which of the following is not one of the advantages of online advertising? | Online costs versus benefits are well established and understood. |
| Which of the following online advertising formats had the highest spending in 2011? | search |
| Which of the following online advertising formats attracted the least amount of spending in 2011? | |
| Spending on which of the following online advertising formats is expected to increase at the highest percentage rate from 2011 to 2015? | search |
| Which of the following online advertising formats is expected to attract the greatest amount of spending in 2015? | search |
| The number of display ad impressions a typical user is exposed to within a given day is estimated to be about: | 1000. |
| Which of the following types of display ads is 120 X 600 pixels? | Wide skyscraper |
| All of the following statements about interstitials are true except: | interstitials typically last 30 seconds. |
| All of the following are true statements about superstitials except: | superstitials are being displaced by video ads. |
| Search engine marketing expenditures in 2011 were approximately: | $14.38 billion. |
| The most popular search engine provider is: | Google. |
| A Crayola arts and crafts column on a parenting Web site is an example of what form of advertising? | sponsorship |
| An e-mail address purchased for marketing might cost ________ per name. | 5 to 20 cents |
| An expected response rate for an e-mail campaign might be ________ percent. | 6% |
| The percentage of all e-mail that is spam was approximately ________ percent in 2011. | 75% |
| Research studies have shown that viewers scan search engine results pages: | in an "F" shaped pattern with greater attention to the left side of the page. |
| The two different types of online catalogs are: | full-page spreads and grid display. |
| All of the following statements about CAN-SPAM are true except: | CAN-SPAM prohibits unsolicited e-mail (spam). |
| CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail. | $10 |
| Which of the following is the largest and fastest growing from of social marketing? | social network advertising |
| Which of the following has a nearly 100% market penetration rate into the 120 million households in the United States? | both radio and television |
| Impressions are a measure of the: | number of times an ad is served. |
| Which of the following measures the ratio of items purchased to product views? | browse-to-buy ratio |
| Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of ________. | viral marketing |
| Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and ________. | content quality |
| Which of the following measures the ratio of actual orders to checkouts started? | checkout conversion rate |
| Which of the following measures the average length of stay at a Web site? | stickiness |
| View-through rate measures the ________ response rate to an ad. | 30-day |
| CTR is a measure of the: | percentage of times an ad is clicked. |
| Hits are a measure of the: | number of http requests. |
| Conversion rate is a measure of the: | percentage of visitors who become customers. |
| Acquisition rate is a measure of the: | percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. |
| Recency refers to the: | time elapsed since the last action taken by a customer. |
| Typical click-through rates for an online display ad are: | .06%-.35% |
| Typical video and rich media advertisements have a typical click-through rate of: | .50%-2.65% |
| Which of the following forms of online advertising typically has the highest click-through rate? | e-mail marketing in-house list |
| Which of the following types of advertisements has the highest ROI? | search engine (keyword and context marketing |
| Purchasing an online ad on a CPA basis means that the advertiser: | pays only for those users who perform a specific action, such as registering, purchasing, etc. |
| Purchasing on online ad on a CPC basis means that the advertiser: | pays a prenegotiated fee for each click an ad receives. |
| A typical banner ad might cost ________ per 1,000 impressions. | $2-$15 |
| The most expensive form of online advertising on a per thousand viewer basis is a(n): | exclusive sponsorship arrangement. |
| All of the following are true statements about the choice of a domain: | a domain name should be short, domain names play an important role in reinforcing an existing brand and developing a new brand, it is possible to buy domain names. |
| According to the Fogg et al. 2003 study, which of the following is the most important factor in the credibility of a Web site? | design look |
| Amazon's "one-click" purchase capability is an example of using ________ to enhance sales. | Web site functionality |
| Which of the following software technologies would allow ISPs to trace a user's every click on the Web? | deep packet inspection |
| Customer hijacking is a problem for which of the following types of online marketing efforts? | affiliate marketing |
| methods that online firms use to communicate to the consumer, create strong brand expectations, | online marketing communications |
| suggest that the consumer "buy now," and they make offers to encourage immediate purchase. | promotional sales communications |
| emphasize the differentiable benefits of consuming the product or service. | branding communications, |
| a paid message on a Web site, paid search listing, video, widget, game, or other online medium, such as instant messaging) | online advertising |
| sending of market messages to specific sub-groups in the population | ad targeting |
| displays a promotional message in a rectangular box at the top or bottom of a computer screen | banner ad |
| banners and buttons that appear on the screen without the user calling for them | pop-up ad |
| opens underneath a user's active browser window and does not appear until the user closes the active window | pop-under ad |
| ads employing Flash, dynamic HTML (DHTML), Java, and streaming audio and/or video | rich media ads |
| is a way of placing a full-page message between the current and destination pages of a user | interstitial ad (interstitial means "in between") |
| arrangements among firms allow each firm to have its banners displayed on other affiliate sites for no cost | banner swapping |
| arrange for banner swapping among firms, | advertising exchanges |
| a rich media ad that is pre-loaded into a browser's cache and does not play until fully loaded and the user clicks to another page | superstitial |
| TV like ad that appears as an in-page video before during or after page content | video ad |
| inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules (an algorithm) imposed by the search engine. | organic search |
| for a fee, guarantee a Website's inclusion in its list of search results, more frequent visits by its Web crawler, and suggestions for improving the results of organic searching. | paid inclusion |
| merchants purchase keywords through a bidding process at search sites, and whenever a consumer searches for that word, their advertisement shows up somewhere on the page | keyword advertising |
| network of publishers accepts ads placed by Google on their Web sites, and receive a fee for any click-troughs from those ads | network keyword advertising (context advertising) |
| effort to provide fewer more relevant and trustworthy results based on the social graph | social search |
| groups of web sites that link to one another thereby boosting their ranking in search engines | link farms |
| companies that generate large volumes of textual content for multiple web sites that is designed to attract viewers and search engines | content farms |
| occurs when a competitors fraudulently click on competitor ads | click fraud |
| a paid effort to tie an advertiser's name to particular information, an event, or a venue in a way that reinforces its brand in a positive yet not overtly commercial manner. | sponsorship |
| permit a firm to put its logo or banner ad on another firm's Web site from which users of that site can click through to the affiliate's site | affiliate relationships |
| e-mail marketing messages sent directly to interested users) | direct e-mail marketing |
| unsolicited commercial e-mail | spam |
| using the social graph to communicate brand images and promote sales | social advertising |
| using search queries and clicks on the results to behaviorally target consumers | interest-based advertising |
| using personal profiles, post, likes, and photos to behaviorally target consumers | social marketing |
| online realtime auction where data aggregators sell personal tracking information to advertisers | ad exchange |
| showing the same ad to individuals across multiple web sites | retargeting ads |
| number of times an ad is served | impressions |
| measures the percentage of people exposed to an online advertisement who actually click on the advertisement | click-through rate (CTR) |
| measures the 30-day response rate to an ad | view-through rate (VTR) |
| the number of http requests received by a firm's server. | hits |
| the number of pages requested by visitors | page views |
| (sometimes called duration) is the average length of time visitors remain at a Web site | stickiness (duration) |
| the number of distinct, unique visitors to a Web site, | unique visitors |
| percentage of purchasers/ visitors who return in a year | loyalty |
| percentage of the total number of consumers in a market who visit a Web site | reach |
| the average number of days elapsed between shopper or customer visits | recency |
| measures of the percentage of visitors who register or visit product pages (indicating interest in the product). | acquisition rate |
| the percentage of visitors who actually purchase some-thing. | conversion rate |
| measures the ratio of items purchased to product views. | browse-to-buy ratio |
| calculates the ratio of "Add to cart" clicks to product views | view-to-cart ratio |
| measures the ratio of actual orders to "Add to cart" clicks | cart conversion rate |
| calculates the ratio of actual orders to check-outs started. | checkout conversion ratio |
| measures the percentage of shoppers who begin a shopping cart form but then fail to complete the form and leave the Web site. | abandonment rate |
| percentage of existing customers who continue to buy on a regular basis | retention rate |
| measures the percentage of customers who purchase once but never return within a year | attrition rate (the opposite of loyalty and retention rates). |
| percentage of customers who open the e-rnail and are exposed to the message | open rate |
| measures the percentage of e-mail recipients who received the e-mail. | delivery rate |
| measures the percentage of e-mail recipients who clicked through to the offer | click-through rate (e-mail) |
| measures the percentage of e-mails that could not be delivered. | bounce-back rate |
| advertiser pays for impressions in 1,000-unit lots | cost per thousand (CPM) |
| advertiser pays a prenegotiated fee for each click an ad receives, | cost per click (CPC) |
| the advertiser pays a pre negotiated amount only when a user performs a specific action | cost per action (CPA) |
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romoore245
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