Chapter 6 Quiz 1 Econ 139A

15) Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

A) Nielsen ratings

4) In 2016, what was the approximate Internet penetration rate for individuals with less than a high-school education?

C) 66%

54) The richness made possible by e-commerce technologies does which of the following?

C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience.

51) Which of the following statements about the Internet's impact on marketing is not true?

B) The Internet has decreased the impact of brands.

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

D) 30-day

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

B) 77

23) Which of the following statements about CAN-SPAM is not true?

B) CAN-SPAM prohibits unsolicited e-mail (spam).

59) A ________ is a repository of customer information that records all of the contacts a customer has with a firm, and generates a customer profile that is available to appropriate individuals in the firm.

B) CRM system

50) Which of the following would you use as a framework for working with your company's big data sets?

B) Hadoop

37) Which of the following statements about native advertising is not true?

B) Native advertising is a new form of advertising found only online.

30) Which of the following statements about a free pricing strategy is false?

B) The free pricing strategy was born in the early days of the Web.

24) Which of the following statements about Canada's anti-spam law is not true?

B) The law has no impact on companies located within the United States.

83) Which of the following measures the percentage of customers who purchase once, but never return within a year?

B) attrition rate

20) Ad blockers operate in a manner similar to which of the following?

B) firewalls

60) The marketing technique known as ________ involves merchants offering products or services for a very low price for a short period of time.

B) flash marketing

53) Which of the following features of e-commerce technology allows fine-grained, highly detailed information on consumers' real-time behavior to be gathered and analyzed?

B) information density

70) Impressions are a measure of the:

B) number of times an ad is served.

79) Conversion rate is a measure of the:

B) percentage of visitors who become customers.

36) Which of the following industries accounts for the highest percentage of spending on online advertising?

B) retail

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

B) stickiness

56) All of the following statements about cookies are true except:

B) the data typically stored in cookies includes a unique ID and e-mail address.

78) Recency refers to the:

B) time elapsed since the last visit made by a customer.

69) If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be:

B) unique visitors.

33) Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?

B) viral marketing

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

C) bounce-back rate

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

C) browse-to-buy ratio

82) Which of the following is the most meaningful metric for video ads?

C) completion rate

7) In modeling online consumer behavior, the concept of "consumer skills" refers to the:

C) knowledge consumers have about how to conduct online transactions.

29) The incremental cost of building the next unit of a good is called the:

C) marginal cost.

73) Hits are a measure of the:

C) number of HTTP requests.

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

C) pays only for those users who perform a specific action, such as registering, purchasing, etc.

38) Which of the following is an automated, auction-based method for matching supply and demand for online display ads?

C) programmatic advertising

26) All of the following are "traditional" online marketing tools except:

C) social marketing.

72) Uber has been criticized for using which of the following?

C) surge pricing

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

C) the total number of impressions in thousands

22) The percentage of all e-mail that is spam averaged around ________% in 2016.

A) 53

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

A) SQL

25) Which of the following is the most important tool in establishing a relationship with the customer?

A) company website

34) Google's AdSense is an example of which of the following?

A) context advertising

28) The Nike iD program is an example of which of the following marketing techniques?

A) customer co-production

77) Acquisition rate is a measure of the:

A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

61) To answer a question such as "At what time of day does our company sell the most products?" you would use ________ data mining.

A) query-driven

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

A) social search

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

D) online retailers.

14) Which of the following forms of online advertising is expected to grow the fastest between 2016 and 2020?

D) rich media

5) All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

D) targeted banner ads.

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

D) universal standards

31) Creating multiple variations of information goods and selling these to different market segments at different prices is called:

D) versioning.

57) A web beacon is:

D) a tiny graphics file embedded in an e-mail or web page.

35) Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

A) the Law of One Price

55) For a website that has 1 million visitors a month, and where, on average, a visitor makes five page requests per visit, there will be ________ entries in the transaction log each month.

C) 5 million

1) Around ________% of households in the United States have broadband access to the Internet.

C) 75

16) Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

C) Hummingbird

13) Google introduced ________ to its search algorithm to weed out low-quality sites from search results.

C) Panda

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

C) affiliate marketing

17) Which of the following is not true about search engine advertising?

D) Search engine advertising is the fastest growing type of online advertising.

3) Which of the following is not one of the main stages of the online purchasing process?

D) conversation

2) Which of the following online advertising formats involved the least amount of spending in 2016?

D) e-mail

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

D) native advertising that is displayed on a social media site

32) All of the following are fixed price strategies except:

D) yield management.