BCIS 4720 Final Exam: Chapter 6
Approximately ________ of U.S. Internet users research online but do not buy.
10%
Group M, the world's largest advertising buyer, requires which of the following in order for an ad to be considered viewable?
100% of the pixels must be in view for at least one second
Amazon's Associates program is an example of which of the following? lead generation marketing local marketing affiliate marketing viral marketing
affiliate marketing
In modeling online consumer behavior, the concept of "consumer skills" refers to the:
knowledge consumers have about how to conduct online transactions.
All of the following are among those most frequently affected by ad-blocking except: gaming sites online retailers social network sites newsgroup/forums
online retailers.
Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results?
panda
Which of the following is a Google algorithm update related to local search? Hummingbird Possum Panda Penguin
possum
The percentage of all e-mail that is spam averaged around ________ in 2020.
55%
Which of the following statements about Internet usage in the United States is not true? In 2020, the growth in the number of new online users was around 1.5%. In 2020, around 290 million people of all ages had access to the Internet. Adults in the 25-to-54-age group have the highest percentage of Internet use. Over 90% of all U.S. Internet users access the Internet using a mobile device.
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 went into effect in January 2004 CAN-SPAM prohibits the use of deceptive subject lines and false headers Large spammers are among CAN-SPAM's biggest supporters CAN-SPAM prohibits unsolicited e-mail (spam)
CAN-SPAM prohibits unsolicited e-mail (spam).
Which of the following statements about native advertising is not true? Consumers look at native ads more frequently than they look at display ads. Native advertising's share of mobile display revenues has grown to 85% in 2020. Most consumers are able to easily distinguish editorial content from native advertising. Almost all of social network ad spending is native advertising.f
Most consumers are able to easily distinguish editorial content from native advertising.
Which of the following is not one of the four main methods advertisers use to behaviorally target ads? Nielsen ratings clickstream data integration of online data with offline data data collected from social networks
Nielsen ratings
Which of the following statements about a free pricing strategy is not true? It is difficult to convert free customers into paying customers Free products and services can knock out potential and actual competitors Free products and services can help build market awareness The free pricing strategy was born in the early days of the Web
The free pricing strategy was born in the early days of the Web.
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 The law applies to e-mail, texts, and social media messaging The first phase of the law went into effect in 2014 Canada's law is based on an opt-in model
The law has no impact on companies located within the United States.
Which of the following is the most important tool in establishing a relationship with the customer? search engine display ads Facebook company website company CRM system
company website
Which of the following is not one of the main stages of the online purchasing process? awareness conversation engagement post-purchase service and loyalty
conversation
The NIKEiD 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 2020? classifieds search e-mail rich media
Consumers choose the online channel primarily due to social media influence. True False
false
The concept of "customer satisfaction" is broader than the concept of "customer experience." True False
false
The highest amount of online advertising spending is for online video ads. True False
false
The majority of online shoppers find vendors by clicking on display ads. True False
false
Ad blockers operate in a manner similar to which of the following? Flash cookies anonymous browsing firewalls anti-virus software
firewalls
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? botnets hired by publishers to click on web pages to create phony traffic ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers native advertising that is displayed on a social media site browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange
native advertising that is displayed on a social media site
Which of the following is an automated, auction-based method for matching demand and supply for online display ads? retargeting keyword advertising programmatic advertising behavioral targeting
programmatic advertising
Which of the following industries accounted for the highest percentage of spending on online advertising in 2019? entertainment retail automotive financial services
retail
All of the following are "traditional" online marketing tools except: affiliate marketing. sponsorship marketing. social marketing. e-mail and permission marketing.
social marketing.
Which of the following is not a practice that degrades the results and usefulness of search engines? content farms link farms click fraud social search
social search
All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except: social networks. targeted banner ads. online catalogs. search engines.
target banner ads
Which of the following is based on the idea of complete price transparency in a perfect information marketplace? dynamic pricing versioning price discrimination the Law of One Price
the Law of One Price
A roughly equal percentage of men and women in the United States use the Internet today. True False
true
A significant percentage of online ad impressions served are not actually viewed or even viewable. True False
true
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 False
true
Evidence suggests that real-time customer chat increases the dollar value of transactions. True False
true
Lead generation marketing firms specialize in inbound marketing. True False
true
Online traffic is partially driven by offline brands and traditional shopping. True False
true
Research has found that most of the ad impressions served across display advertising platforms are not viewable. True False
true
Research shows the two key factors shaping the decision to purchase online are utility and trust. True False
true
Creating multiple variations of information goods and selling these to different market segments at different prices is called: bundling. dynamic pricing. customization. versioning.
versioning
Which of the following forms of online advertising is expected to grow the most between 2020 and 2024? paid search video search engines sponsorships
video
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? affiliate marketing lead generation marketing viral marketing native advertising
viral marketing
Pinterest's Lens is an example of which of the following? visual search SEO voice search keyword advertising
visual search
All of the following are fixed price strategies except: free pricing. versioning. bundling. yield management.
yield management
