E-Commerce Chapter 7, Ch 7 Quiz, Final Exam Ch 7, Ecommerce chapter 7, chapter 7 e-fashion, IS Chapter 7, quiz 7
Research studies have shown that viewers scan search engine results pages:
in an "F" shaped pattern with greater attention to the left side of the page.
Display ads constitute about ________ % of mobile ad spending. A) 15 B) 20 C) 33 D) 66
33
Which of the following statements is not true? A) Desktop search revenues are increasing for Google. B) Mobile ads account for only 16% of Google's overall ad revenue. C) Mobile search ads generate about $8 billion a year for Google. D) Google charges more for desktop ads than it charges for mobile ads.
Desktop search revenues are increasing for Google.
Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances
Entertainment
Facebook's share price fell dramatically after its IPO because investors feared that: A) Facebook's new marketing solutions would be difficult to monetize. B) new social networks such as Instagram were cannibalizing Facebook's audience. C) privacy concerns were driving users away. D) Facebook would be unable to increase advertising revenues enough.
Facebook would be unable to increase advertising revenues enough.
The ratio of impressions to fans is a measure of: A) engagement. B) amplification. C) community. D) fan acquisition.
Fan Acquisition
Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement
Fan Acquisition
Which of the following earns the most location-based marketing revenue? A) Twitter B) Apple C) Facebook D) Google
Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising? A) WebTrends B) IBM Digital Analytics C) Google Analytics D) A custom Hadoop solution
Google Analytics
Which of the following statements about Graph Search is not true? A) It relies on Google to supplement its search results. B) It is a semantic search engine. C) It is a social search engine. D) It includes photos
It relies on Google to supplement its search results.
Facebook's display ads are called: A) Marketplace Ads. B) Promoted Ads. C) Sponsored Ads. D) Brand Ads.
Marketplace Ads
Which of the following do Facebook users spend the most time on? A) News Feed B) Photos C) Profiles D) Graph Search
News Feed
All of the following are Pinterest marketing tools except: A) Brand pages. B) Follow button. C) Retail Pins. D) Promoted Accounts.
Promoted Accounts
Search engine advertising expenditures in 2012 were approximately:
$1.7 million.
CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.
$10
57) Facebook's marketing success on both desktop and mobile platforms is based on: A) the sale of user clickstream data. B) ads inserted into users' News Feeds. C) ads targeted through Facebook's Open Graph and Graph Search tools. D) fees for Brand Pages and other specialized business marketing tools.
B) ads inserted into users' News Feeds.
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?
Amplify
59) How does Google Analytics track user behavior at a participating Web site? A) cookies B) beacons C) server logs D) super cookies
beacons
The ________ is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.
bounce back rate
Which of the following is the leading location-based marketer?
Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline?
Lead Generation Card
Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Tweet B) Promoted Trend C) Promoted Account D) Lead Generation Card
Lead Generation Card
Which of the following allows Facebook to track user behavior on other sites and then sell the information to marketers?
Like button
Which of the following measures the ratio of actual orders to checkouts started?
checkout conversion rate
Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and ________.
content quality
Which of the following online advertising formats had the highest spending in 2009?
display ads
Which of the following online advertising formats attracted the least amount of spending in 2012?
What is not a true statement about interstitials
interstitials typically last 30 seconds.
According to a recent National Federation of Retailers survey, consumers are more likely to use tablets rather than smartphones for all of the following except:
redeem coupons.
Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:
viral marketing.
How many hours a month does the average Facebook user spend on Facebook?
18
________ is the leading mobile retailer in the United States
Amazon
Apple's iBeacon uses which of the following technologies?
BLE
Which of the following advertising messages is a branding communication?
Barnesandnoble.com: The Best Place to Buy Textbooks.
Which of the following are features of both Pinterest and Twitter? A) tweets B) hashtags C) pins D) Image Hover widget
Hashtags
25) Facebook's display ads are called: A) Marketplace Ads. B) Promoted Ads. C) Sponsored Ads. D) Brand Ads.
Marketplace Ads.
Which of the following is not true about social marketing?
More than 50% of Twitter's ad revenues are generated by desktop users
Which of the following technologies has Apple adopted in its hardware for Apple Pay?
NFC
Ads that appear in a Facebook user's News Feeds are called:
Page Post Ads.
Which of the following is not true about mobile marketing?
People use most of their mobile minutes while they are on the go.
Which of the following statements about Pinterest is not true?
Pinterest is the only one of the major social networks that does not accept paid advertising.
35) All of the following are Pinterest marketing tools except: A) Brand pages. B) Follow button. C) Retail Pins. D) Promoted Accounts.
Promoted Accounts
All of the following are Pinterest marketing tools except
Promoted Accounts.
________ measures the power of a Web site to produce repeat visits and is generally measured as the average number of days elapsed between shopper or customer visits.
Recency
Which of the following is a history of your actions on Facebook?
Timeline
19) The second most popular social network in terms of average minutes per visitor is: A) Google+. B) Pinterest. C) LinkedIn. D) Tumblr.
Tumblr
Which of the following is primarily known for blogs?
Tumblr
The second most popular social network in terms of average minutes per visitor is:
Tumblr.
Which of the following was the object of the FTC's highest penalty for a COPPA violation to date?
W3 Innovation
Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.
Web site functionality
Which of the following is not a major provider of mobile display advertising?
Webtrends
An example of a nonsense ad is:
a search for pet gerbils that results in an ad for rodent extermination.
by 2015, spending on social marketing will be more than double the amount spent on mobile marketing
false
facebooks AD functionality includes everyones public post, likes, photos, and interest, and makes them available to all users of Facebook, even those who are not friends
false
traditional desktop marketing has become the smallest part of all online marketing
false
the number of people exposed to pins is a measure of what
fan acquisition
the ratio of impressions to fans is a measure of
fan acquisition
The ratio of impressions to fans is a measure of:
fan acquisition.
ads that appear in a Facebook users New Feed are called
page post ads
Facebook News Feeds include all of the following except:
tweets.
By 2017, mobile commerce revenues are expected to be approximately: A) $109 million. B) $1.09 billion. C) $10.9 billion. D) $109 billion
$109 billion
View-through rate measures the ________ response rate to an ad.
30-day
Which of the following statements is not true?
Google is the leading display ad site on mobile devices.
All of the following are examples of dark social except: a) Snapchat b) tweets c) e-mail d) SMS texts
b) tweets
46) Which of the following accounts for the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages
search engine advertising
Which of the following refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users?
social density
Which of the following is the largest and fastest growing from of social marketing?
social network advertising
Recency refers to the:
time elapsed since the last action taken by a customer.
Which of the following online advertising formats is the most effective?
video ads
Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of ________.
viral marketing
Which of the following types of display ads is 160 x 600 pixels?
wide skyscraper
50) In 2013, location-based mobile marketing accounted for how much in marketing expenditures? A) $23 million B) $230 million C) $2.3 billion D) $23 billion
$2.3 billion
In 2013, mobile commerce revenues are approximately: A) $39 million. B) $390 million. C) $3.9 billion. D) $39 billion.
$39 billion
A typical banner ad might cost ________ per 1,000 impressions.
$5
By 2018, it is estimated that advertisers will be spending ________ on mobile marketing
$70 billion
53) Display ads constitute about ________ % of mobile ad spending. A) 15 B) 20 C) 33 D) 66
33
What percentage of smartphone users have used their phones for proximity searches on information like local weather? A) 33% B) 50% C) 75% D) 95%
95
Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification
Amplification
SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure: A) fan acquisition. B) engagement. C) community. D) amplification.
Amplification
________ measures the percentage of customers who purchase once but never return within a year.
Attrition rate
16) All of the following were popular types of online marketing before 2007 except: A) e-mail. B) corporate Web sites. C) mobile marketing. D) display ads.
B) corporate Web sites.
All of the following were popular types of online marketing before 2007 except: A) e-mail. B) corporate Web sites. C) mobile marketing. D) display ads.
B) corporate Web sites.
All of the following marketing tools on Facebook require payment except:
Brand Pages.
27) Which of the following is a real-time feed showing a friend's activities, chats, and music listening on Facebook? A) News Feed B) Timeline C) Ticker D) Social Graph
ticker
brand pages on Facebook typically attract more visitors than a brands web site
true
Facebook's share price fell dramatically after its IPO because investors feared that
Facebook would be unable to increase advertising revenues fast enough to justify its price.
Which of the following is not one of the current trends in Internet advertising?
Spending on search engine advertising is overtaken by video ads.
Google uses which of the following to build a global database of wireless access points and their geographic locations?
Street View cars
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?
amplification
encouraging users to click a like button is an example of what step in the social marketing process
amplification
Which of the following is not true about mobile marketing? a) Mobile marketing is the fastest growing form of online marketing b) A substantial part of mobile marketing should be counted as social marketing. c) People use most of their mobile minutes while they are on the go d) In 2017, spending on mobile marketing will comprise over 70% of the amount spent on all types of online marketing
c) People use most of their mobile minutes while they are on the go
In the same way that spam reduces the effectiveness of e-mail marketing, ________ reduces the effectiveness of search engine marketing.
click fraud
Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools?
dark social
41) Which of the following is the most popular use for mobile devices? A) shopping B) socializing C) entertainment D) performing tasks, such as finances
entertainment
which is not true (mobile advertising is dominated by google, gold is the largest distributor of video ads on the mobile platform, google generates almost 2/3 of all mobile search ad spending)
good is the leading display ad site on mobile devices
In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.
network keyword
33) 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. D) About 30% of online adults use Pinterest
D) About 30% of online adults use Pinterest
Which social marketing proved the most effective for ExchangeHunterJumper.com? A) Facebook B) YouTube C) Pinterest D) Instagram
According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets?
around 33%
what % of tablet users plan to purchase anything wit their tablets
around 33%
Which of the following forms of online advertising typically has the highest click-through rate?
search engine keyword purchase
Which of the following types of display ads is 120 by 600 pixels?
skyscraper
A Crayola arts and crafts column on a parenting Web site is an example of what form of advertising?
sponsorship
A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?
sponsorship
How can a smartphone's gyroscope and accelerometer be used in product marketing? A) to speed up delivery of large multimedia files B) to locate the user's geographical position C) to enhance user interaction with mobile multimedia D) to provide accurate data on the user's destination and speed
to enhance user interaction with mobile multimedia
All of the following are examples of dark social except:
tweets
If you want to determine the size of your Web site'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 growing the fastest?
video
Typical click-through rates for an online display ad are:
.03%-.30%.
Companies are not permitted to collect personal information from children under the age of ________ without parental consent.
13
View-through rate measures the ________ response rate to an ad.
30 day
How many retail-oriented apps are among the top 25 apps?
4
In 2016, mobile marketing will be about ________% of all online marketing.
65
The percentage of all e-mail that is spam was approximately ________ percent in 2012.
70
64) Which social marketing proved the most effective for ExchangeHunterJumper.com? A) Facebook B) YouTube C) Pinterest D) Instagram
32) Which of the following involves a coupon or other promotional offer that appears in users' Twitter timeline? A) Promoted Tweet B) Promoted Trend C) Promoted Account D) Lead Generation Card
Lead Generation Card
Which of the following is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app?
Open Graph
Which of the following statements is not true?
The only way to access Facebook from a mobile device is to use a mobile app.
Which of the following is another term for amplification?
reach
Which of the following is the leading location-based mobile ad format?
search ads
38) In 2013, mobile commerce revenues are approximately: A) $39 million. B) $390 million. C) $3.9 billion. D) $39 billion.
$39 billion.
29) All of the following marketing tools on Facebook require payment except: A) Facebook Offers. B) Sponsored Stories. C) Promoted Posts. D) Marketplace Ads
Facebook Offers
23) Your Facebook News Feed includes all of the following except: A) status updates. B) app activity. C) Likes. D) tweets.
Tweets
Direct e-mail marketing refers to marketing e-mails sent to
recipients who have expressed an interest in receiving messages from that advertiser.
Which of the following is the leading display ad site on mobile devices? A) Facebook B) Yahoo C) Google D) Twitter
Which of the following Twitter marketing tools provides marketers with a real-time digital dashboard so they can see tweet activity about a TV show, commercial, or brand? a) Lead Generation Cards b) Promoted Accounts c) Enhanced Profile Pages d) Amplify
d) Amplify
18) Which of the following is not true about mobile marketing? A) Mobile marketing is the fastest growing form of online marketing. B) Mobile marketing is growing at around 50% a year. C) A substantial part of mobile marketing should be counted as social marketing. D) By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
Which of the following allows a user to buy products directly on its site and pay with Apple Pay?
C) Pinterest
43) Which type of apps account for the most user time? A) social network apps B) brand apps C) game and entertainment apps D) search apps
C) game and entertainment apps
56) Facebook's share price fell dramatically after its IPO because investors feared that: A) Facebook's new marketing solutions would be difficult to monetize. B) new social networks such as Instagram were cannibalizing Facebook's audience. C) privacy concerns were driving users away. D) Facebook would be unable to increase advertising revenues enough.
D) Facebook would be unable to increase advertising revenues enough.
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?
FBX
26) Which of the following do Facebook users spend the most time on? A) News Feed B) Photos C) Profiles D) Graph Search
News Feed
Which of the following is not true about Facebook News Feed Page Post Ads?
They cannot contain links
A(n) ________ permits a firm to place its logo, banner ad, or text link on another firm's Web site from which users of that site can click through to the originating site.
affiliate relationship
Encouraging users to click a Like button is an example of which step in the social marketing process?
amplification
Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media?
Curalate
62) Which children's Web site was fined $3 million in 2011 for collecting and sharing children's personal information without consent of their parents? A) Disney's Playdom B) Emily's Dress Up C) Nick Jr. D) NeoPets
Emily's Dress Up
34) Which of the following are features of both Pinterest and Twitter? A) tweets B) hashtags C) pins D) Image Hover widget
Hashtags
All of the following are true statements about the choice of a domain name except:
Having a dot-com domain is no longer considered preferable, especially in the United States.
Which of the following is most similar to Pinterest
Which of the following statements about Facebook Exchange is not true?
It is a social search engine.
39) By 2017, mobile commerce revenues are expected to be approximately: A) $109 million. B) $1.09 billion. C) $10.9 billion. D) $109 billion
$109 billion
37) Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media? A) TweetDeck B) Curalate C) Amplify D) Webtrends
B) Curalate
21) Which of the following is the first step in the social marketing process? A) community B) amplification C) fan acquisition D) engagement
Fan Acquisition
36) The number of people exposed to pins is a measure of which of the following? A) engagement B) community C) brand strength D) fan acquisition
Fan Acquisition
The number of people exposed to pins is a measure of which of the following? A) engagement B) community C) brand strength D) fan acquisition
Fan Acquisition
52) Miller Coors used which of the following techniques to alert Blue Moon beer fans as to where it could be purchased? A) Geo-social based services B) Geo-fencing C) E9-1-1 D) Geo-search
Geo-Fencing
Miller Coors used which of the following techniques to alert Blue Moon beer fans as to where it could be purchased? A) Geo-social based services B) Geo-fencing C) E9-1-1 D) Geo-search
Geo-Search
44) Which of the following dominates mobile advertising? A) Facebook B) Apple C) Twitter D) Google
51) Which of the following earns the most location-based marketing revenue? A) Twitter B) Apple C) Facebook D) Google
Which of the following dominates mobile advertising? A) Facebook B) Apple C) Twitter D) Google
60) Which analytics tool did Fairmont Hotel use to measure the effectiveness of its online marketing and advertising? A) WebTrends B) IBM Digital Analytics C) Google Analytics D) A custom Hadoop solution
Google Analytics
Your Facebook News Feed includes all of the following except: A) status updates. B) app activity. C) Likes. D) tweets.
Tweets
Which of the following is a micro-blogging social network site that allows users to send and receive 140-character messages?
47) Which of the following statements is not true? A) Mobile shoppers and buyers are more affluent than the online population in general. B) Men are more likely than women to buy digital content with a mobile device. C) Women are more active purchasers on smartphones than men. D) Younger consumers are more likely to research products and prices on mobile devices than older consumers.
Women are more active purchasers on smartphones than men.
20) Which of the following purchased Tumblr in May 2013? A) Facebook B) Yahoo C) Google D) Twitter
Yahoo
Encouraging users to click a Like button is an example of which step in the social marketing process? a) community b) amplification c) brand strength d) fan acquisition
b) amplification
Which of the following has a nearly 100% market penetration rate into the 121 million households in the United States in 2009?
both radio and television
Which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
By 2021, spending on mobile marketing is expected to account for almost ________ of all online marketing and almost ________ times as much spent on desktop advertising. a) 65%; three b) 70%; three c) 75%; four d) 80%; four
c) 75%; four
Which of the following statements about Pinterest is not true? a) Pinned photos and photo boards are available to all Pinterest users b) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams c) Pinterest users are all in the 18-34 age group d) Men are Pinterest's fastest growing demographic
c) Pinterest users are all in the 18-34 age group
Which of the following is the most popular use for mobile devices? a) shopping b) performing tasks, such as finances c) entertainment d) socializing
c) entertainment
Which of the following is another term for amplification? a) conversion rate b) conversion ratio c) impressions d) reach
d) reach
Impressions are a measure of the:
number of times an ad is served.
Which of the following online advertising formats is expected to attract the greatest amount of spending in 2013?
paid search
Purchasing an online ad on a CPC basis means that the advertiser:
pays a prenegotiated fee for each click an ad receives.
Purchasing on online ad on a CPC basis means that the advertiser:
pays a prenegotiated fee for each click an ad receives. Cost per click
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. cost per action
Which of the following statements is not true? A) Mobile shoppers and buyers are more affluent than the online population in general. B) Men are more likely than women to buy digital content with a mobile device. C) Women are more active purchasers on smartphones than men. D) Younger consumers are more likely to research products and prices on mobile devices than older consumers.
Women are more active purchasers on smartphones than men.
Which of the following purchased Tumblr in May 2013? A) Facebook B) Yahoo C) Google D) Twitter
Yahoo
In 2013, location-based mobile marketing accounted for how much in marketing expenditures? A) $23 million B) $230 million C) $2.3 billion D) $23 billion
$2.3 billion
Companies are not permitted to collect personal information from children under the age of ________ without parental consent. A) 8 B) 10 C) 13 D) 16
13
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? A) Enhanced Profile Pages B) Amplify C) Lead Generation Cards D) Promoted Accounts
Amplify
How does Google Analytics track user behavior at a participating Web site? A) cookies B) beacons C) server logs D) super cookies
Beacon
What is not a true statement about CAN-SPAM
CAN-SPAM prohibits unsolicited e-mail or spam.
Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media? A) TweetDeck B) Curalate C) Amplify D) Webtrends
Curalate
Which of the following is not true about mobile marketing? A) Mobile marketing is the fastest growing form of online marketing. B) Mobile marketing is growing at around 50% a year. C) A substantial part of mobile marketing should be counted as social marketing. D) By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
D) By 2015, it is estimated that spending on social marketing will exceed the amount spent on mobile marketing.
Which of the following is a real-time feed showing a friend's activities, chats, and music listening on Facebook? A) News Feed B) Timeline C) Ticker D) Social Graph
Ticker
The second most popular social network in terms of average minutes per visitor is: A) Google+. B) Pinterest. C) LinkedIn. D) Tumblr.
Tumblr.
Companies are not permitted to collect personal information from children under the age of ________ without parental consent. a) 16 b) 10 c) 18 d) 13
d) 13
The newest and fastest growing segment of the digital marketing universe is: A) Twitter marketing. B) location-based mobile marketing. C) Pinterest marketing. D) Facebook marketing.
location-based mobile marketing.
Hits are a measure of the:
number of http requests.
In a(n) ________ search, the inclusion and ranking of Web sites depends on a more or less "unbiased" application of a set of rules, an algorithm, imposed by the search engine.
organic
Which of the following statements about CAN-SPAM is not true? -CAN-SPAM went into effect in January 2004. -CAN-SPAM prohibits unsolicited e-mail (spam). -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).
61) Companies are not permitted to collect personal information from children under the age of ________ without parental consent. A) 8 B) 10 C) 13 D) 16
13
Around how many apps do users regularly use a month?
27
The size of a full banner ad is:
468 by 60 pixels.
The typical dwell rate for rich media and video ads is:
7%-8%.
The size of a leaderboard is:
728 x 90 pixels.
55) What percentage of smartphone users have used their phones for proximity searches on information like local weather? A) 33% B) 50% C) 75% D) 95%
95%
Which of the following is not true about social marketing? A) In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing. B) Social marketing is growing at around 30% a year. C) By 2015, it is estimated that social marketing spending will be just over $6 billion dollars. D) More than 25% of Facebook visits originate from a mobile device
A) In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.
________ is the sending of marketing messages to specific sub-groups in the population.
Ad targeting
________ arrange for banner swapping among firms, usually small firms that cannot afford expensive ad networks.
Advertising exchanges
22) Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification
Amplification
54) SMS to friends, notifying friends of your location, and sharing offers with friends are ways to measure: A) fan acquisition. B) engagement. C) community. D) amplification.
Amplification
31) 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? A) Enhanced Profile Pages B) Amplify C) Lead Generation Cards D) Promoted Accounts
Amplify
63) How can a smartphone's gyroscope and accelerometer be used in product marketing? A) to speed up delivery of large multimedia files B) to locate the user's geographical position C) to enhance user interaction with mobile multimedia D) to provide accurate data on the user's destination and speed
C) to enhance user interaction with mobile multimedia
All of the following statements about CAN-SPAM are true except:
CAN-SPAM prohibits unsolicited e-mail (spam).
65) Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses? A) integrating online and offline marketing techniques to establish a consistent brand B) adapting marketing techniques to keep up with new Internet technologies C) valuing quality over quantity at each stage in the Web site development process D) establishing customer needs and habits as the top priority in all marketing decisions
D) establishing customer needs and habits as the top priority in all marketing decisions
40) Which of the following statements is not true? A) Desktop search revenues are increasing for Google. B) Mobile ads account for only 16% of Google's overall ad revenue. C) Mobile search ads generate about $8 billion a year for Google. D) Google charges more for desktop ads than it charges for mobile ads.
Desktop search revenues are increasing for Google.
Which children's Web site was fined $3 million in 2011 for collecting and sharing children's personal information without consent of their parents? A) Disney's Playdom B) Emily's Dress Up C) Nick Jr. D) NeoPets
Emily's Dress Up
45) Which of the following is the leading display ad site on mobile devices? A) Facebook B) Yahoo C) Google D) Twitter
Which of the following generated the most social advertising revenues in 2012?
Which of the following is the top app in terms of both audience size and share of time spent?
Which social marketing proved the most effective for ExchangeHunterJumper.com?
28) Which of the following statements is not true? A) About 30% of Facebook's ad revenue is 2013 is expected to come from its mobile ad platform. B) Facebook Home is Facebook's app for iOS devices. C) Mobile ads are displayed in users' News Feeds. D) Facebook's mobile ad revenues are growing at an estimated 40% in 2013.
Facebook Home is Facebook's app for iOS devices.
17) Which of the following is not true about social marketing? A) In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing. B) Social marketing is growing at around 30% a year. C) By 2015, it is estimated that social marketing spending will be just over $6 billion dollars. D) More than 25% of Facebook visits originate from a mobile device
In 2013, marketers will spend almost twice as much on social marketing as they do on mobile marketing.
24) Which of the following statements about Graph Search is not true? A) It relies on Google to supplement its search results. B) It is a semantic search engine. C) It is a social search engine. D) It includes photos
It relies on Google to supplement its search results.
Which of the following is not one of the advantages of online advertising?
Online costs versus benefits are well established and understood.
Which of the following statements about BLE is not true?
Only Apple iPhones can use BLE.
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. D) About 30% of online adults use Pinterest
Pinterest users are overwhelmingly female.
Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio
Reach
Which of the following accounts for the most mobile ad spending? A) display ads B) search engine advertising C) video ads D) SMS text messages
Search engine advertising
58) Surveys have found that the least influential online marketing format for driving consumers to purchase is: A) the retailer's Web site. B) display ad campaigns. C) social networks. D) e-mail campaigns.
Social Network
Surveys have found that the least influential online marketing format for driving consumers to purchase is: A) the retailer's Web site. B) display ad campaigns. C) social networks. D) e-mail campaigns.
Social Networks
________ is software installed without the user's knowledge for the purpose of tracking a user's online behavior.
Spyware
42) Which of the following statements about the use of tablets is not true? A) About 50% of the American Internet population now uses tablets. B) The number of smartphone users is still growing faster than the number of tablet users. C) The growth rate of tablet users is expected to slow by 2015. D) Tablets are the largest source of mobile commerce revenues.
The number of smartphone users is still growing faster than the number of tablet users.
Which of the following statements about the use of tablets is not true? A) About 50% of the American Internet population now uses tablets. B) The number of smartphone users is still growing faster than the number of tablet users. C) The growth rate of tablet users is expected to slow by 2015. D) Tablets are the largest source of mobile commerce revenues.
The number of smartphone users is still growing faster than the number of tablet users.
Which of the following refers to the number of interactions among members of a group and reflects the "connectedness" of the group, even if these connections are forced on users? a) amplification b) engagement c) information density d) social density
d) social density
Which of the following software technologies would allow ISPs to trace a user's every click on the Web?
deep packet inspection
According to the Fogg et al. 2002 study, which of the following is the most important factor in the credibility of a Web site?
design look
Which of the following is not a major Web design feature that impacts online purchasing?
design look
Which of the following involves using a variety of tools to encourage users to interact with content and brand?
engagement
Which of the following is the most popular use for mobile devices?
entertainment
Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses? A) integrating online and offline marketing techniques to establish a consistent brand B) adapting marketing techniques to keep up with new Internet technologies C) valuing quality over quantity at each stage in the Web site development process D) establishing customer needs and habits as the top priority in all marketing decisions
establishing customer needs and habits as the top priority in all marketing decisions
The most expensive form of online advertising on a per thousand viewer basis is a(n):
exclusive sponsorship arrangement.
in 2014, spending on mobile marketing was almost 3X the amount spent on local online marketing
false
30) The ratio of impressions to fans is a measure of: A) engagement. B) amplification. C) community. D) fan acquisition.
fan acquisition
The number of people exposed to pins is a measure of which of the following?
fan acquisition
Which of the following is the first step in the social marketing process?
fan acquisition
first step in the social marketing process
fan acquisition
The two different types of online catalogs are:
full-page spreads and grid display.
The three main types of social marketing are blog, social network, and ________ advertising.
game
Which type of apps account for the most user time? A) social network apps B) brand apps C) game and entertainment apps D) search apps
game and entertainment apps
Which of the following are features of both Pinterest and Twitter?
hashtags
Macy's deployed which of the following technologies in many of its retail stores in 2014?
iBeacon
Which of the following accounts for the most time people spend using a mobile device?
listening to music
Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?
location-based mobile marketing
which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years
location-based mobile marketing
49) The newest and fastest growing segment of the digital marketing universe is: A) Twitter marketing. B) location-based mobile marketing. C) Pinterest marketing. D) Facebook marketing.
location-based mobile marketing.
A(n) ________ is an HTML tag containing a list of words describing the Web site.
meta tag
All of the following were popular types of online marketing before 2007 except:
mobile marketing
which of the following is not true about social marketing (social marketing is growing at around 30% a year, social marketing differs markedly from traditional online marketing, in social marketing business cannot tightly control their brand messaging)
more than 50% of twitters ad revenue are generated by desktop users
All of the following are true statements about the choice of a domain name except:
now that a number of new top-level domain names have been introduced, having a dot-com domain is no longer considered preferable, especially in the United States.
which is not true about mobile marketing (it is the fastest growing form of online marketing, it is growing at around 30% a year, part should be counted as social marketing)
people use more of their mobile minutes while they are on the go
CTR is a measure of the:
percentage of times an ad is clicked. Click through Rate
Conversion rate is a measure of the:
percentage of visitors who become customers.
Acquisition rate is a measure of the:
percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.
48) Which of the following is another term for amplification? A) impressions B) reach C) conversation rate D) conversion ratio
reach
what is another term for amplification
reach
Which of the following is not a major Web design feature that impacts online purchasing?
redundant navigation
Which of the following accounts for the most mobile ad spending?
search engine advertising
A common form of ________ is targeted content, or advertorials, in which editorial content is combined with an ad message to make the message more valuable and attractive to its intended audience.
sponsorship
Which of the following online advertising formats attracted the least amount of spending in 2009?
sponsorships
Which of the following measures the average length of stay at a Web site?
stickiness
What is not a true statement about superstitials
they play immediately once loaded.
visitors spend significantly more time on Facebook than any other social network site
true
