Chapter 6
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 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 statements about native advertising is not true?
Native advertising is a new form of advertising found only online.
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
Nielsen ratings
Which of the following is not true about search engine advertising?
Search engine advertising is the slowest growing type of online advertising.
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.
Amazon's Associates program is an example of which of the following?
affiliate marketing
What kinds of ads have the lowest CTR?
banner/display ads
Which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
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
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 search engine algorithm updates targets websites that violate Google's guidelines?
fred
is an open source database that can store and analyze both structured and unstructured data.
hadoop
Cross-platform attribution refers to:
how to assign credit to different
In modeling online consumer behavior, the concept of "consumer skills" refers to the:
knowledge consumers have about how to conduct online transactions.
Which of the following is based on the idea of complete price transparency in a perfect information marketplace?
law of one price
The marketing technique known as ________ involves merchants offering many products for which there is little demand.
long tail marketing
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
Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results?
panda
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 a Google algorithm update related to local search?
possum
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
which of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except:
targeted banner ads.
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
Recency refers to the:
time elapsed since the last action taken by a customer
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
Which of the following forms of online advertising is expected to grow the most between 2018 and 2022?
video
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 would you implement to collect and analyze your company's big data?
Hadoop
View-to-cart ratio is a measure of the:
percentage of shoppers
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?
viral marketing
All of the following are fixed price strategies except:
yield management
Group M, the world's largest advertising buyer, requires which of the following in order for an ad to be considered viewable?
100% of pixels must be in for at least one second
VTR measures the ________ response rate to an ad.
30 day
