276 Exam 3 Study Guide

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

A. ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers Correct B. native advertising that is displayed on a social media site C. botnets hired by publishers to click on Web pages to create phony traffic D. browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange

A Web beacon is:

A. an executable cookie. B. a cookie that carries a virus. Correct C. a tiny graphics file embedded in an e-mail or Web page. D. an automated applet for performing Web searches.

Encouraging users to click a Like button is an example of which step in the social marketing process?

A. brand strength B. fan acquisition Correct C. amplification D. community

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

A. communication skills of the consumer. B. education level of the consumer. Correct C. knowledge consumers have about how to conduct online transactions. D. product evaluation skills of the consumer.

Which alternative, non-neutral, pricing plan would charge fees to e-commerce firms based on the amount of traffic they generate?

A. congestion pricing Correct B. highway pricing C. usage-based billing D. cap pricing

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

A. content farms Correct B. social search C. link farms D. click fraud

Registering a domain name similar or identical to trademarks of others to divert Web traffic to their own sites is an example of:

A. cybersquatting. Correct B. cyberpiracy. C. metatagging. D. framing.

Which of the following breaks a big data problem down into sub problems by distributing the data across thousands of inexpensive computer processing nodes for recombination into smaller, easier to analyze, data sets.

A. data warehouse B. SQL Correct C. Hadoop D. profiling

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

A. dynamic pricing. B. bundling. C. customization. Correct D. versioning.

All of the following are factors that will be considered in determining whether use of copyrighted material is "fair use" except the:

A. market effect of the use - will it harm the product in the marketplace? Correct B. content of use - is it factual or creative? C. amount of the work used - is it a stanza from a poem or the entire poem? D. nature of the work used - why kind of work is it?

Recency refers to the:

A. percentage of existing customers who continue to buy on a regular basis. B. percentage of customers who return to the site within a year to make additional purchases. C. percentage of customers who do not return during the next year after an initial purchase. Correct D. average number of days elapsed between customer visits

According to data from Pew Research Center, which of the following is the action which the highest percentage of Internet users has taken to preserve their privacy online?

A. posted comments online anonymously B. used an anonymous Web browsing service Correct C. cleared Web browser history and cookies D. encrypted their communications

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

A. social networks. B. online catalogs. C. search engines. Correct D. targeted banner ads.

All of the following statements about the Digital Millennium Copyright Act (DMCA) are true except:

A. the DMCA makes it illegal to circumvent technological measures to protect works. Correct B. the DMCA makes Internet Service Providers (ISPs) responsible and accountable for hosting Web sites or providing services to infringers regardless of whether the ISP is aware of infringement. C. the DMCA allows libraries to make digital copies of works for internal use only. D. the DMCA requires search engines to block access to infringing sites.

Which of the FTC's Fair Information Practices (FIP) principles requires identification of the collector of data?

A. Access/Participation Correct B. Notice/Awareness C. Security D. Choice/Consent

Google uses which of the following to build a global database of wireless access points and their geographic locations?

A. E9-1-1 Correct B. Street View cars C. BLE D. iBeacons

All of the following marketing tools on Facebook require payment except:

A. Mobile Ads. B. Right-Hand Sidebar Ads. Correct C. Brand Pages. D. News Feed Page Post Ads.

Which of the following technologies allows you to send e-mail without a trace?

A. P3P Correct B. anonymous remailers C. anonymous surfing D. public key encryption

Which of the following statements about Pinterest is not true?

A. Pinned photos and photo boards are available to all Pinterest users. B. Pinterest users are overwhelmingly female. C. Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams. Correct D. Pinterest is the only one of the major social networks that does not accept paid advertising.

Which of the following is not one of the issues complicating the taxation of e-commerce sales?

A. Sales taxes and policies vary by state and country. B. Retailers legally only have to charge sales tax if they have operations located in the same state as a consumer. C. State and local governments which could rely on a steady stream of sales tax revenues from local businesses are having a difficult time budgeting because it is more difficult to predict sales tax revenue from year to year. Correct D. Ecommerce technology allows small online businesses to manage sales taxes to thousands of different jurisdictions.

All of the following are examples of dark social except:

A. Snapchat B. SMS texts C. e-mail Correct D. tweets

How can a smartphone's gyroscope and accelerometer be used in product marketing?

A. to provide accurate data on the user's destination and speed Correct B. potentials customers can tilt and turn their smartphones to see 360 degree views of products C. to speed up delivery of large multimedia files D. to locate the user's geographical position

A ________ is a repository of customer information that records all of the 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.

A. transactive content system Correct B. CRM system C. customer service chat system D. data warehouse

Which of the following provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand?

Correct A. Amplify B. Lead Generation Cards C. Enhanced Profile Pages D. Promoted Accounts

Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media?

Correct A. Curalate B. Amplify C. TweetDeck D. Webtrends

Ads that appear in a Facebook user's News Feed are called:

Correct A. Page Post Ads. B. Marketplace Ads. C. Brand Ads. D. Promoted Ads.

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

Correct A. amplification B. clickstream data C. data collected from social networks D. search engine queries

Macy's deployed which of the following technologies in its retail stores in 2014?

Correct A. iBeacon B. Geo-search C. N-GPS D. QR codes

All of the following statements about patents are true except:

Correct A. patents protect the expression of ideas and not the ideas themselves. B. the four types of inventions protected by patent law are machines, manmade products, compositions of matter, and processing methods. C. computer programs can be patented. D. in order to be patented, an invention must be nonobvious.

A social consequence of the richness of Internet information is:

Correct A. very persuasive messages might reduce the need for multiple independent sources of information. B. the total amount of information available to all parties decreases C. helps move manufacturing production to low-wage areas of the world D. can create a work/life imbalance