CSIS 1010 Chapter 6
Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users?
universal standards
Creating multiple variations of information goods and selling these to different market segments at different prices is called:
versioning
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?
viral marketing
VTR measures the ________ response rate to an ad.
30-day
An ad is considered viewable if half of the ad can be viewed for at least five consecutive seconds.
False
Consumers choose the online channel primarily due to social media influence.
False
The richness made possible by e-commerce technologies does which of the following?
It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
Which of the following is a Google algorithm update related to local search?
Possum
Which of the following is not true about search engine advertising?
Search engine advertising is the fastest growing type of online advertising.
Which of the following statements about the Internet's impact on marketing is not true?
The Internet has decreased the impact of brands.
Which of the following statements about a free pricing strategy is false?
The free pricing strategy was born in the early days of the Web.
Amazon's Associates program is an example of which of the following?
affiliate marketing
Google's AdSense is an example of which of the following?
context advertising
Which of the following is not one of the main stages of the online purchasing process?
conversation
Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site?
cookies
The Nike iD program is an example of which of the following marketing techniques?
customer co-production
Which of the following online advertising formats attracted the least amount of spending in 2017?
Ad blockers operate in a manner similar to which of the following?
firewalls
Cross-platform attribution refers to:
how to assign credit to different marketing initiatives.
The incremental cost of building the next unit of a good is called the:
marginal cost.
Which of the following is not a primary source of ad fraud?
native advertising that is displayed on a social media site
All of the following are among those most frequently affected by ad-blocking except:
online retailers.
View-to-cart ratio is a measure of the:
percentage of views that lead to an add-to-cart action.
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.
Which of the following forms of online advertising is expected to grow the fastest between 2017 and 2021?
rich media
All of the following are "traditional" online marketing tools except:
social marketing.
Which of the following is not a practice that degrades the results and usefulness of search engines?
social search
Which of the following is based on the idea of complete price transparency in a perfect information marketplace?
the Law of One Price
All of the following statements about cookies are true except:
the data typically stored in cookies includes a unique ID and e-mail address.
If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:
unique visitors.
All of the following are fixed price strategies except:
yield management.
Which of the following statements about CAN-SPAM is not true?
CAN-SPAM prohibits unsolicited e-mail (spam).
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.
CRM system
Which of the following measures the percentage of times an ad is clicked?
CTR
The concept of "customer satisfaction" is broader than the concept of "customer experience."
False
The highest amount of online advertising spending is for online video ads.
False
Transaction logs are built into client software.
False
________ is an open source database that can store and analyze both structured and unstructured data.
Hadoop
Which of the following statements about Canada's anti-spam law is not true?
The law has no impact on companies located within the United States.
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.
True
Consumers tend to look at native ads more frequently than they look at display ads.
True
Evidence suggests that real-time customer chat increases the dollar value of transactions.
True
Research shows the two key factors shaping the decision to purchase online are utility and trust.
True
A web beacon is:
a tiny graphics file embedded in an e-mail or web page.
What kinds of ads have the lowest CTR?
banner display ads
Which of the following is the most important tool in establishing a relationship with the customer?
company website
Which of the following is the most meaningful metric for video ads?
completion rate
In modeling online consumer behavior, the concept of "consumer skills" refers to the:
knowledge consumers have about how to conduct online transactions.
The marketing technique known as ________ involves merchants offering many products for which there is little demand.
long tail 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.
Which of the following is an automated, auction-based method for matching demand and supply for online display ads?
programmatic advertising
Which of the following industries accounts for the highest percentage of spending on online advertising?
retail
Which of the following measures the average length of stay at a website?
stickiness
Uber has been criticized for using which of the following?
surge pricing
All of the following are online communications that are used to support the evaluation of alternatives stages of the consumer decision process except:
targeted banner ads.
eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following?
the total number of impressions in thousands
Which feature of e-commerce technology decreases the cost of delivering marketing messages and receiving feedback from users?
universal standards
Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results?
Panda
In the early years of e-commerce, prior to 2000, single, white, young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.
True
Online traffic is driven by offline brands and shopping.
True
Research has found that most of the ad impressions served across display advertising platforms are not viewable.
True
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
Nielsen ratings
The percentage of all e-mail that is spam averaged around ________ in 2017.
55%
What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?
68%
Approximately ________ of U.S. Internet users do not shop or buy online.
8%
In 2017, almost ________ of the U.S. population regularly used the Internet.
85%
Regular in-app cookies can be shared between apps.
False
The majority of online shoppers find vendors by clicking on display ads.
False
Which of the following would you implement to collect and analyze your company's big data?
Hadoop
Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?
Hummingbird
Which of the following statements about native advertising is not true?
Native advertising is a new form of advertising found only online.
Which of the following measures the percentage of e-mails that could not be delivered?
bounce-back rate
Which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
