Digital Marketing Exam 2
According to best practices for on-page SEO, what is the recommended amount of characters for the page title? 155 50-60 150-300 60-150
50-60
Why would a merchant (seller) want to advertise on a comparison shopping engine (CSE) such as Google Shopping?
Merchants can list products on Google Shopping for free Google shopping allows businesses to show up several times within Google's Search Engine Results Page (SERP) through text-only, shopping and website results. This has potential to lead to increased engagement and revenue Merchants can track products and sales through Google Merchant Center
Online marketing communications used in each stage of the consumer decision process. 1. (Need Recognition)
Targeted Display Ads, Targeted E-mail Ads, Social Media
All of the following are examples of cryptocurrencies except: Ethereum. Monero. Ripple. Zelle.
Zelle
How is an affiliate publisher typically paid? CPC None of these commission CPM impressions
commission
What types of ads are considered display ads?
Banner Rich Media Video
What are the objectives of social marketing?
1) Create and curate content 2) Drive traffic 3) Encourage lead generation 4) Increase brand awareness
Approximately ________ of U.S. Internet users research online but do not buy. 13% 8% 19% 15%
13%
____ uses hundreds or even thousands of computers to attack the target network from numerous launch points. Pharming A man-in-the-middle (MitM) attack A Denial of Service (DoS) attack A Distributed Denial of Service (DDoS) attack
A Distributed Denial of Service (DDoS) attack
Which of the following would not be a good keyword for a Patagonia Rainwear campaign, Women's Rainwear ad group? rainwear womens rainwear women's rainwear rain jacket for women
rainwear
Which of the following is another term for amplification? reach conversion ratio conversation rate impressions
reach
Affiliates are like online ___. reporters salespeople advertisers ad networks
salespeople
A digital certificate contains all of the following except the: subject's public key. subject's private key. digital signature of the certification authority. digital certificate serial number.
subject's private key.
All the following statements about symmetric key cryptography are true except: the Data Encryption Standard is a symmetric key encryption system. in symmetric key cryptography, both the sender and the receiver use the same key to encrypt and decrypt a message. symmetric key cryptography is a key element in digital envelopes. symmetric key cryptography is computationally slower.
symmetric key cryptography is computationally slower.
All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except: search engines. social networks. targeted banner ads. online catalogs.
targeted banner ads.
Dimension of E-Commerce Security (Privacy)
Can I control the use of information about myself that is transmitted to an e-commerce merchant?
Research has found that most of the ad impressions served across display advertising platforms are not viewable. True False
True
The top four display ad companies together account for almost 60% of U.S. display ad revenues. True False
True
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 two seconds 100% of the pixels must be in view for at least one second 50% of the pixels must be in view for at least two seconds. 50% of the pixels must be in view for at least one second.
100% of the pixels must be in view for at least one second
Companies are not permitted to collect personal information from children under the age of ________ without parental consent. 16 8 10 13
13
Dimension of E-Commerce Security (Authenticity)
Asks who am I dealing with? Is this the real identity of the customer? Can I trust this individual?
________ is the ability to identify the person or entity with whom you are dealing on the Internet. Integrity Availability Authenticity Nonrepudiation
Authenticity
Dimension of E-Commerce Security (Availability)
Can I get access to this site? Is it operational?
Dimension of E-Commerce Security (Nonrepudiation)
Can a party to an action with me later deny taking the action? Can a customer deny ordering products?
Dimension of E-Commerce Security (Confidentiality)
Can someone other than the person I am sending my message to read my messages? Are messages confidential?
affiliate marketing
Commissions paid by advertisers to affiliate websites for referring potential customers to their website.
Online marketing communications used in each stage of the consumer decision process. 5. (Post-purchase Behavior)
Communities of Consumption, Newsletters, Customer E-mail, Online Updates, Social Networks
he term for search engines scouring the Internet for content, looking over the code/content for each URL they find is _____. Ranking Querying Indexing Crawling
Crawling
Which of the following was the object of the FTC's highest penalty for a COPPA violation to date? Disney's Playdom W3 Innovation VTech InMobi
Disney's Playdom
What is encryption and what is its purpose?
Encryption transforms data into cipher text readable only by sender and receiver. Its purpose is to secure stored information and information transmission.
Which of the following is a real-time bidding system that allows advertisers to target their ads to specific users based on personal information provided by Facebook? Amplify DoubleClick PTAT FBX
FBX
All of the following are methods of securing channels of communication except: FTP. VPN. SSL/TLS. digital certificates.
FTP.
CSEs are beneficial to retailers that have high price prestige products with high shipping charges. True False
False
The highest amount of online advertising spending is for online video ads. True False
False
True or False? Sales of bulky goods, furniture and large appliances online is rapidly declining. True False
False
Which of the following search engine algorithm updates targets websites that violate Google's guidelines? Panda Penguin Fred Hummingbird
Fred
What are some of the changes that Google has made to its search engine algorithms to improve search results and user experience?
Google has altered the layout of SERPs (Search engine results pages) by removing right-column ads and adding 4 ads at the top of search results. Google has also implemented a Hummingbird update that has made Google's algorithm smarter at interpreting semantic search, making it more convenient to look up items for consumers.
Which of the following is not a best practice for affiliate marketing? Include the item cost in your product feed Evaluate and adjust commissions over time Look for additional opportunities Work with reputable affiliates
Include the item cost in your product feed
Which of the following is most similar to Pinterest? Tumblr Instagram LinkedIn YouTube
What are the major social networks?
Instagram YouTube Facebook Twitter TikTok Pinterest Snapchat
____ devices such as Internet-connected refrigerators or security cameras can be used to launch service requests against servers. Phishing Sniffer Internet of Things (IoT) Spoofing
Internet of Things (IoT)
DoS attack (Denial of Service attack)
Is an attack meant to shut down a machine or network, making it inaccessible to its intended users. This can cost an organization both time and money while their resources and services are inaccessible.
Sponsored InMail is a marketing tool available on which social platform? Instagram Twitter Snapchat LinkedIn
An intrusion detection system can perform all of the following functions except: setting off an alarm when suspicious activity is detected. checking network traffic to see if it matches certain patterns or preconfigured rules. examining network traffic. blocking suspicious activity.
blocking suspicious activity
All of the following are limitations of the existing online credit card payment system except: cost to merchant. cost to consumers. poor security. social equity.
cost to consumers.
Which of the following is not a key factor for establishing e-commerce security? data integrity laws and industry standards organizational policies technology
data integrity
A TikTok hashtag challenge can be ____. organic only paid advertising only only launched through influencers either organic or paid advertising
either organic or paid advertising
Which of the following involves using a variety of tools to encourage users to interact with content and brand? dark social amplification social density engagement
engagement
Which of the following is the first step in the social marketing process? fan acquisition amplification community engagement
fan acquisition
A ________ is hardware or software that acts as a filter to prevent unwanted packets from entering a network. PPTP virtual private network proxy server firewall
firewall
Ad blockers operate in a manner similar to which of the following? anonymous browsing firewalls Flash cookies anti-virus software
firewalls
Which of the following are features of both Pinterest and Twitter? tweets hashtags pins Image Hover widget
hashtags
Sponsored lenses allow companies to ___ in the lens. sell products include brand messaging include their brand imagery compile snaps from users at events or specific locations
include their brand imagery
organic search
inclusion and ranking of sites depends on a more or less unbiased application of a set of rules imposed by the search engine
search engine advertising
is a form of online marketing which places advertisements on web pages showing the results from search engine queries.
The use of Comparison Shopping Engine (CSE) marketing involves which of the following actors? publisher, CSE, product feed merchant, publishers, ad network merchant, CSE, product feed advertiser, publisher, ad network
merchant, CSE, product feed
Which of the following is not a practice that degrades the results and usefulness of search engines? social search click fraud content farms link farms
social search
A multi-channel marketing plan contains all of the following except website mobile marketing traditional online marketing surveys
surveys
The website function of anchoring the brand online refers to the central point for all marketing messages. differentiating product. informing and educating the customer. None of these
the central point for all marketing messages
PCI-DSS is a standard established by which of the following? the credit card industry the retail industry the banking industry the federal government
the credit card industry
The downside of social marketing from a marketer's perspective is ____. ads are irrelevant social marketing is just a fad the loss of control audiences are hard to target
the loss of control
About 8% of Internet users don't shop online reporting issues with the accessibility factors and privacy factors trust factor and hassle factors utility factors and hedonic factors None of these
trust factor and hassle factors
Which of the following is an example of an online privacy violation? your computer being used as part of a botnet your e-mail being altered by a hacker your e-mail being read by a hacker your online history being sold to other merchants without your consent
your online history being sold to other merchants without your consent
keyword advertising
Merchants purchase keywords through a bidding process at search sites, and whenever a consumer searches for that word, their advertisement shows up somewhere on the page.
All of the following are features of Internet marketing (versus traditional) except: More communal More peer-to-peer More tactile More participatory
More tactile
Which of the following is not true about social marketing? In social marketing, business cannot tightly control their brand messaging. The top seven social networks account for over 90% of all visits. Social marketing differs markedly from traditional online marketing. More than 50% of Twitter's ad revenues are generated by desktop users.
More than 50% of Twitter's ad revenues are generated by desktop users.
Which of the following is a set of short-range wireless technologies used to share information among devices within about two inches of each other? IM text messaging DES NFC
NFC
Dimension of E-Commerce Security (Integrity)
Refers to the understanding if information being transmitted or received has been altered or is valid.
Online marketing communications used in each stage of the consumer decision process. 2. (Information Search)
Search Engines, Online Catalogs, Site Visits, Targeted E-mail, Social Networks
Online marketing communications used in each stage of the consumer decision process. 3. (Evaluation of Alternatives)
Search Engines, Online Catalogs, Site visits, Product Reviews, User Evaluations, Social Networks
There can be many ad groups in one campaign in Google Ads. True False
True
There can be many keywords in one Ad Group in Google Ads. True False
True
What are the two most important factors shaping the consumers decision to purchase online. Personalization and Customization Hedonism and Nonrepudiation Trust and Utility Accessibility and Privacy
Trust and Utility
Which of the following is a micro-blogging social network site that allows users to send and receive 280-character messages, as well as news articles, photos, and videos? Instagram Facebook Pinterest Twitter
For an apparel retailer which of the following would not be considered a relevant affiliate publisher? coupons.com a home improvement DIY blogger a fashion blogger RetailMeNot
a home improvement DIY blogger
search engine marketing
a type of web advertising whereby companies pay for keywords that are used to catch consumers' attention while browsing a search engine
In affiliate marketing, Rakuten Advertising is an example of a(n) merchant affiliate network publisher advertiser
advertiser
Amazon's Associates program is an example of which of the following? viral marketing affiliate marketing lead generation marketing local marketing
affiliate marketing
In order to use buy buttons on Instagram a company needs to have a business account connect that profile to Facebook tag a product in their post all of these
all of these
Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends? dark social social density engagement amplification
amplification
DDoS (Distributed Denial of Service) Attack
an attack that attempts to make an online service unavailable by overwhelming it with traffic from multiple sources. This harms productivity in a company and can lead to angry customers, lost revenue and brand damage.
Identify and describe the five steps in developing an e-commerce security plan.
1) Perform a risk assessment -What are the points of vulnerability, which can include customers information, confidential notes, or business information. Assess risk. 2. Develop a security policy -Prioritizing all risks and evaluating importance. 3. Develop an implementation plan -Action steps put in place. 4. create a security organization -All employees are educated and trained and understand how to avoid scams. (Phishing scams, social engineering) 5. perform a security audit -Evaluate how your company is doing, how well they are protecting information. Evaluating what changes should be made.
What are the five elements of the social marketing process?
1) Planning 2) Message and materials development 3) Pretesting 4) Implementation 5) Evaluation and feedback
According to the text, which of the following statements about Internet usage in the United States is not true? In 2018, the growth in the number of new online users was less than 2%. In 2018, around 280 million people of all ages had access to the Internet. 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.
Adults in the 25-to-54-age group have the highest percentage of Internet use.
A CSE product feed is often formatted in which of the following ways? Tab delimited CSV XML All of these
All of these
Online shoppers deciding to purchase online consider utility, which includes Better prices, convenience, speed Honesty, fairness, delivery Perception of credibility, ease of use, perceived risk All of these
Better prices, convenience, speed
Which of the following statements about native advertising is not true? Native advertising's share of mobile display ad revenues exceeds 75%. Native advertising is growing rapidly, especially on social networks. Consumers look at native ads much more frequently than display ads. Native advertising is a new form of advertising found only online.
Native advertising is a new form of advertising found only online.
________ is the ability to ensure that e-commerce participants do not deny their online actions. Nonrepudiation Integrity Authenticity Availability
Nonrepudiation
Online marketing communications used in each stage of the consumer decision process. 4. (Purchase)
Online Promotions, Discounts, Target E-mail, Flash Sales
Ads that appear in a Facebook user's News Feed are called: Promoted Ads. Brand Ads. Page Post Ads. Marketplace Ads.
Page Post Ads.
Google introduced which of the following changes to its search algorithm to weed out low quality sites from search results? Penguin Hummingbird Knowledge Graph Panda
Panda
What is PCI-DSS? What are the penalties for failure to comply?
Payment Card Industry - Data Security Standard. This is a contract required by businesses to hold when handling cardholder data. It is mandated by credit card companies to help ensure the security of credit card transactions. Failure to comply will result in monthly fines of $5000-$10,000 and an FTC audit.
What is the first step in developing an e-commerce security plan? Perform a security audit. Create a security organization. Perform a risk assessment. Develop a security policy.
Perform a risk assessment.
Which of the following statements about Pinterest is not true? Men are Pinterest's fastest growing demographic. Pinned photos and photo boards are available to all Pinterest users. Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams. Pinterest is the only one of the major social networks that does not accept paid advertising.
Pinterest is the only one of the major social networks that does not accept paid advertising.
Which of the following is a Google algorithm update related to local search? Penguin Hummingbird Panda Possum
Possum
All of the following are Pinterest marketing tools except: Promoted Accounts. Brand pages. Promoted Pins. Rich Pins.
Promoted Accounts.
According to the text, which of the following is not true about search engine advertising? Search engine advertising is the slowest growing type of online advertising. The click-through rate for search engine marketing has been fairly steady over the years. Spending on search engine advertising constitutes about 44% of all online advertising spending. The top three search engine providers supply over 95% of all online searches.
Search engine advertising is the slowest growing type of online advertising.
Sponsored geofilters are a marketing tool available on which social platform? Instagram Facebook Twitter Snapchat
Snapchat
What is the Interactive Advertising Bureau and what guidelines have they established for display ads?
The IAB is an industry organization that develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies and the wider business community on the importance of digital marketing. The IAB has impacted the size of ads, indicating each ad must present the following three sizes: Leaderboard (728×90), medium rectangle (300×250), and skyscraper (160×600).
Which of the following is not a primary source of ad fraud? 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 botnets hired by publishers to click on web pages to create phony traffic 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
All of the following are among those most frequently affected by ad-blocking except: online retailers. gaming sites. newsgroup/forums. social network sites.
online retailers.
PayPal is an example of what type of payment system? digital checking system accumulating balance system online stored value payment system digital credit card system
online stored value payment system
Purchasing an online ad on a CPA basis means that the advertiser: pays a pre-negotiated fee for each click an ad receives. exchanges something of equal value for the ad space. pays for impressions in 1,000 unit lots. pays only for those users who perform a specific action, such as registering, purchasing, etc.
pays only for those users who perform a specific action, such as registering, purchasing, etc.
Search engine optimization (SEO) is best executed when companies focus on what content is important to _____. publishers executives people advertisers
people
Confidentiality is sometimes confused with: nonrepudiation. privacy. integrity. authenticity.
privacy
Which of the following is an automated, auction-based method for matching demand and supply for online display ads? behavioral targeting retargeting programmatic advertising keyword advertising
programmatic advertising
Asymmetric key cryptography is also known as: public key cryptography. PKI. PGP. secret key cryptography.
public key cryptography
All of the following statements about public key cryptography are true except: public key cryptography is based on the idea of irreversible mathematical functions. public key cryptography does not ensure message integrity. public key cryptography ensures authentication of the sender. public key cryptography uses two mathematically related digital keys.
public key cryptography ensures authentication of the sender
