MIS 395 Chapter 6
The percentage of all e-mail that is spam averaged around ________ in 2017.
55%
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
Which of the following measures the percentage of times an ad is clicked?
CTR
Ad blockers operate in a manner similar to which of the following?
Firewalls
Which of the following search engine algorithm updates targets websites that violate Google's guidelines?
Fred
Which of the following online advertising formats attracted the least amount of spending in 2018?
The incremental cost of building the next unit of a good is called the:
marginal cost.
Which of the following is not a practice that degrades the results and usefulness of search engines?
social search
Creating multiple variations of information goods and selling these to different market segments at different prices is called:
versioning
Research has found that most of the ad impressions served across display advertising platforms are not viewable.
True
Which of the following statements about Internet usage in the United States is not true?
Adults in the 25-to-54-age group have the highest percentage of Internet use.
Which of the following statements about CAN-SPAM is not true?
CAN-SPAM prohibits unsolicited e-mail (spam).
________ is an open source database that can store and analyze both structured and unstructured data.
Hadoop
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.
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
Evidence suggests that real-time customer chat increases the dollar value of transactions.
True
Lead generation marketing firms specialize in inbound marketing.
True
All of the following statements about cookies are true except:
the data typically stored in cookies includes a unique ID and e-mail address.
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
