EXAM 2-BUS610-SU24

In 2022, U.S. adults overall are expected to average about how many hours a month on all social networks combined?

100 50 25 60 (correct)

Companies are not permitted to collect personal information from children under the age of ________ without parental consent.

15 13 (correct) 18 8

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. B) percentage of existing customers who continue to buy on a regular basis. C) percentage of visitors who become customers. D) percentage of shoppers who do not return within a year after their initial purchase.

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

What is the most frequent cause of stolen credit cards and card information today? A) the systematic hacking and looting of corporate servers storing credit card information B)sniffing programs C) phishing attacks D) lost cards

A) the systematic hacking and looting of corporate servers storing credit card information

All of the following are methods of securing channels of communication except: A) digital certificates. B) TLS. C) FTP. D) VPN.

C) FTP.

Which of the following is an open-source software framework used to collect and analyze a company's big data? A) SQL B) profiling C) Hadoop D) data warehouse

C) Hadoop

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 B) botnets hired by publishers to click on web pages to create phony traffic C) native advertising that is displayed on a social media site D) browser extensions that insert ads into a premium publisher's website and then list the ads as available on a programmatic ad exchange

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

Which of the following is the top digital advertising platform in terms of U.S. estimated ad revenues in 2022? A) Amazon B) TikTok C) Meta D) Google/YouTube

D) Google/YouTube

________ is an open-source database that can store and analyze both structured and unstructured data. A) ASP B) JSP C) PHP D) Hadoop

D) Hadoop

Which of the following dominates the local mobile search market?

Google (correct) Meta Apple Twitter

Which of the following is not true about mobile marketing?

The top three mobile advertising platforms, ranked in terms of mobile advertising revenue, are Google/YouTube, Meta, and Twitter. (correct) Spending on mobile marketing is growing much more rapidly than spending on advertising aimed at desktop computers. In 2022, mobile marketing expenditures are expected to account for more than two-thirds of all spending on online marketing By 2026, spending on mobile marketing is expected to be three times as much as spending on desktop marketing.

TikTok does not sell display ads.

True

Which online marketing platform generates the most advertising revenues?

social mobile local location-based mobile local (correct)

In which year did spending on mobile marketing first exceed the amount spent on desktop/laptop marketing?

2016

How long does copyright protection extend for corporate-owned works?

75 years 50 years 25 years 95 years (correct)

Which of the following has been a leader in enabling augmented reality for mobile marketing?

Apple Snapchat (correct) Twitter Google

Which of the following dimensions of e-commerce security is not provided for by encryption?

Availability

Which of the following did the Internet Advertising Bureau urge advertisers to abandon? A) HTML5 B) Adobe Flash C) HTML D) Adobe Acrobat

B) Adobe Flash

Which of the following statements about Bitcoin is not true? A) Bitcoin mining uses more energy than the entire amount consumed by Switzerland. B) Bitcoins are completely secure. C) Bitcoins are illegal in some countries. D) The computational power required to mine Bitcoins has increased over time.

B) Bitcoins are completely secure.

Which of the following measures the percentage of times an ad is clicked? A) retention rate B) CTR (click thru rate) C) conversion rate D) loyalty rate

B) CTR

The attack against Dyn servers is an example of a(n): A) MitM attack. B) DDoS attack. C) browser parasite. D) SQLi attack.

B) DDoS attack.

Which of the following statements about data breaches, as reported by the Identity Theft Resource Center, is not true? A)More than 80% of data breaches in 2021 involved sensitive records, such as names and full social security numbers. B) Employee error was the leading cause of data breaches in 2021. C)The number of data breaches and exposures in 2021 increased by almost 70% from 2020. D) More than 293 million people were impacted by data breaches in 2021.

B) Employee error was the leading cause of data breaches in 2021.

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? A) text messaging B) NFC (Near Field Communication) C) DES D) IM

B) NFC (Near Field Communication)

Which of the following is not an example of malicious code? A) ransomware B) Sniffer C) Trojan horse D) bot networks

B) Sniffer

Amazon's Associates program is an example of which of the following? A) local marketing B) affiliate marketing C)lead generation marketing D) viral marketing

B) affiliate marketing

Which of the following measures the ratio of items purchased to product views? A) conversion rate B) browse-to-buy ratio C) cart conversion rate D) view-to-cart ratio

B) browse-to-buy ratio

Accessing data without authorization on Dropbox is an example of a: A) sniffing issue. B) cloud security issue. C) mobile platform security issue. D) social network security issue.

B) cloud security issue.

Cross-platform attribution refers to: A) understanding how impressions lead to visits. B) how to assign credit to different marketing initiatives. C) understanding why visitors to a website purchase a product. D) understanding why people click on ads.

B) how to assign credit to different marketing initiatives.

In modeling online consumer behavior, the concept of "consumer skills" refers to the: A) product evaluation skills of the consumer. B) knowledge consumers have about how to conduct online transactions. C) education level of the consumer. D) communication skills of the consumer.

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

Which of the following types of attacks resulted in a data breach at the online trading firm Robinhood that exposed the data of 6 million customers? A) sniffing B) social engineering C) DDoS attack D) ransomware

B) social engineering

The Advanced Encryption Standard offers all of the following key sizes except: A) 256 B) 192 C) 56 D) 128

C) 56

Which of the following statements is not true? A) A VPN uses both authentication and encryption. B) A VPN provides both confidentiality and integrity. C) A VPN uses a dedicated secure line. D) The primary use of VPNs is to establish secure communications among business partners.

C) A VPN uses a dedicated secure line.

"Carpet-bombing" is an example of which of the following types of attacks? A) ransomware B) SQL injection C) DDoS D) phishing

C) DDoS

Which of the following is not an example of an access control? A) Proxy servers B) Login passwords C) Digital signatures D) Firewalls

C) Digital signatures

The richness made possible by e-commerce technologies does which of the following? A) It reduces the cost of delivering marketing messages and receiving feedback from users. B) It enables worldwide customer service and marketing communications. C) It allows video, audio, and text to be integrated into a single marketing message and consuming experience. D) It allows consumers to become co-producers of the goods and services being sold.

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

A web beacon is: A) a cookie that carries a virus. B) an executable cookie. C) a tiny graphics file embedded in an e-mail or web page. D) an automated applet for performing web searches.

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

PayPal is an example of which of the following types of payment system? A) BNPL service B) branded proximity mobile wallet C) online stored value payment system D) PCI-DSS

C) online stored value payment system

All of the following statements about public key cryptography are true except: A) public key cryptography does not ensure message integrity. B) public key cryptography is based on the idea of irreversible mathematical functions. C) public key cryptography ensures authentication of the sender. D) public key cryptography uses two mathematically related digital keys.

C) public key cryptography ensures authentication of the sender.

Which of the following is not a practice that degrades the results and usefulness of search engines? A) content farms B) click fraud C) social search D) link farms

C) social search

All of the following statements about cookies are true except: A) As of 2022, the Safari, Firefox, and Chrome web browsers all block third-party cookies by default. B) a first-party cookie makes shopping carts possible by allowing a site to keep track of a user's actions. C) the data typically stored in cookies includes a unique ID and e-mail address D) third-party cookies enable advertising platforms to track user behavior across websites and devices.

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

The majority of online shoppers find vendors by clicking on display ads.

FALSE

Which of the following is the leading platform for influencer marketing spending?

Facebook Instagram (correct) Twitter TikTok

ExchangeHunterJumper.com's social media presence on which of the following platforms was hacked and shut down?

Facebook (correct) Instagram Pinterest YouTube

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

Facebook Watch. Sponsored Messages. Instant Experience Ads. Brand Pages (correct)

Bluetooth is the primary enabling technology for mobile wallets.

False

Exploit kits can be purchased by users to protect their computers from malware.

False

Online traffic is partially driven by offline brands and traditional shopping.

False

Regular in-app cookies can be shared between apps.

False

The Children's Internet Protection Act (CIPA) has been struck down by the U.S. Supreme Court as unconstitutional.

False

The average abandonment rate is highest for shopping carts accessed via smartphones.

False

The concept of "customer satisfaction" is broader than the concept of "customer experience."

False

Twitter Follower Ads enabled advertisers to move their hashtags to the top of a user's Timeline or Trends List.

False

Which of the following cases was one of the first cases involving the Anticybersquatting Consumer Protection Act (ACPA?)

Field v. Google, Inc., Perfect 10, Inc. v. Amazon.com, Inc. et al E. & J. Gallo Winery v. Spider Webs Ltd. (correct) Lenz v. Universal Music Corp.

Which of the following companies has won the largest cybersquatting judgment under the ACPA through 2022?

GEICO Google Facebook Verizon (correct)

Which of the following requires financial institutions to inform consumers of their privacy policies and permits consumers some control over their records?

HIPAA COPPA Freedom of Information Act Gramm-Leach-Bliley Act (correct)

All of the following are Pinterest marketing tools except:

Promoted Pins. Rich Pins. Promoted Accounts. (correct) Brand pages.

Which of the following is another term for amplification?

Reach (correct) impressions conversation rate conversion ratio

Lead generation marketing firms specialize in inbound marketing.

TRUE

Which of the following statements about copyright protection in the European Union is not true?

The EU Directive on Copyright in the Digital Single Market became effective in 2019. The EU Directive on Copyright in the Digital Single Market reflects European objections to the dominance o U.S. Internet firms such as Google and Meta. (correct) As of 2022, the EU Directive on Copyright in the Digital Single Market has been fully implemented by four EU member states. The European Union now takes a far less proactive view of copyright protection than does the United States.

Which of the following statements about the General Data Protection Regulation (GDPR) is not true?

The GDPR eliminate the right to be forgotten. (correct) The GDPR applies to any firm operating in an E.U. country. The GDPR replaces the Data Protection Directive. The GDPR limits the ability of companies to use data for purposes other than those for which it was collected.

Which of the following is not a true statement about the FTC's Endorsement Guides?

The Guidelines require the endorser fully disclose a material connection between themselves and the brand. A brand is not liable for false or unsubstantiated statements made by an endorser. The FTC has proposed amendments to the Guides that would expand the definition of endorsement to include a social media user tagging a brand in a post. The Guidelines require that the endorser be an actual user of the product. (correct)

Which ethical principle tells you that it is wise to assume perfect information markets?

The Social Contract Rule The Collective Utilitarian Principle The New York Times Test (correct) The Golden Rule

Which of the following statements about COPPA is not true?

The largest fine levied by the FTC under COPPA as of 2022 was against Google and YouTube. COPPA provides that companies are not permitted to use personal information collected from children under 13 years of age without the verifiable prior consent of their parents. COPPA is not applicable to Internet of Thing (IoT) devices. (correct) COPPA can only be enforced by the Federal Trade Commission.

Rosetta Stone's lawsuit against Google involved which of the following?

Typosquatting using trademarks in metatags (correct) cybersquatting using trademarks as keywords

Which of the following companies was the target of what is believed to be the largest breach at a single company in history?

Yahoo

Safe harbor provisions of the Digital Millennium Copyright Act (DMCA) were at issue in all the following lawsuits except:

a lawsuit brought by Viacom against YouTube and Google a lawsuit filed by the Authors Guild and five major publishing companies against Google (correct) BMG Rights Management v. Cox Communications. Lenz v. Universal Music Corp.

The Facebook Feed includes all of the following except:

Likes. status updates. Tweets. (correct) app activity.

Which of the following is most similar to Pinterest?

LinkedIn Instagram (correct) Tumblr YouTube

How much time a month does the average U.S. adult spend on TikTok?

about 10 hours about 12 hours about 22 hours (correct) about 2 hours

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

community Amplification (correct) brand strength fan acquisition

Which of the following involves the issue of social control?

information rights public safety and welfare Governance (correct) property rights

All of the following are required for information to be considered a trade secret except:

it must have commercial value to its owner. it must be something that others do not know. it must be unique. (correct) the owner must have taken steps to protect it.

Registering a domain name similar or identical to a trademark of a legitimate site to divert web traffic to the infringing site is an example of:

keywording. Cyberpiracy. (correct) metatagging. framing.

Registering the domain name Faceboik.com with the intent to divert web traffic from people misspelling Facebook.com is an example of

keywording. metatagging. deep linking. Typosquatting.(correct)

Which of the following protects original forms of expression in a tangible medium?

patent law trademark law trade secret LAW copyright law (correct)

All of the following are possible penalties for violating the Digital Millennium Copyright Act (DMCA) except:

restitution to the injured parties for any losses due to infringement. fines up to $1 million for a repeat offense. fines up to $500,000 for a first offense. up to ten years imprisonment for a first offense. (correct)

Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools?

social density amplification engagement dark social (correct)

What is the major reason why the Internet has such potential for destroying traditional conceptions and implementations of intellectual property law?

the use of standards for file formats the ability to make perfect copies of digital works at little cost (correct) the anonymous nature of the Internet the support for instant peer-to-peer communication

Copyright protection protects against others copying the underlying ideas in a work.

true

The main objective of the European Union's General Data Protection Regulation (GDPR) is to strengthen the rights of citizens to their own personal information and to strengthen oversight of firms to ensure that they implement these individual rights.

true

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

A) CRM system

A ________ is hardware or software that acts as a filter to prevent unwanted packets from entering a network. A) Firewall B) proxy server C) PPTP D) virtual private network

A) Firewall

Which dimensions of security is spoofing a threat to? A) Integrity and authenticity B) integrity and confidentiality C) availability and authenticity D) availability and integrity

A) Integrity and authenticity

What is the first step in developing an e-commerce security plan? A) Perform a risk assessment. B) Perform a security audit. C) Create a security organization. D) Develop a security policy.

A) Perform a risk assessment.

eCPM measures the ROI of an ad by dividing the total earnings of the ad by which of the following? A) the total number of impressions in thousands B) the total number of impressions C) the total number of impressions in hundreds D) the total number of impressions in millions

A) the total number of impressions in thousands

Which of the following statements is not true?

Currently, the United States is in a mixed-mode policy environment with respect to the Internet where self-regulation co-exists with limited government regulation. (correct) Controlling e-commerce also involves regulating the Internet. The Internet is technically very difficult to control, monitor, and regulate from a central location. Early Internet advocates argued that the Internet was different from all previous technologies.

In 2022, an estimated ________ is expected to be spent on online advertising. A) $345 billion B) $34.5 billion C) $25 billion D) $250 billion

D) $250 billion

Which of the following statements about native advertising is not true? A) Almost all of the social network ad spending is native advertising. B) Consumers look at native ads more frequently than they look at display ads. C) Native advertising's share of mobile display revenues has grown to 85% in 2021. D) Most consumers are able to easily distinguish editorial content from native advertising.

D) Most consumers are able to easily distinguish editorial content from native advertising.

Recency refers to the: A) percentage of customers who do not return during the next year after an initial purchase. B) percentage of customers who return to the site within a year to make additional purchases. C) percentage of existing customers who continue to buy on a regular basis. D) time elapsed since the last visit made by a customer.

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

Which of the following Supreme Court cases established that states can compel online retailers to collect and remit sales taxes even if they do not have a physical presence within the state?

Diamond v. Chakrabarty Carpenter v. United States South Dakota v. Wayfair (correct) Riley v. California

Which of the following e-commerce technology dimensions has the potential to reduce cultural diversity in products?

Information density global reach (correct) interactivity Ubiquity

Which of the following states has led the way in the development of consumer-related data privacy legislation?

New York Colorado Virginia California (correct)

Eddystone is an open-source standard for beacon technology.

True

Influencer marketing is a method of generating engagement.

True

Section 230 of the Communications Decency Act (CDA) provides immunity for providers and users of interactive computer services (such as ISPs and websites) from being considered a publisher that might be liable for harmful content posted by others.

True

The easiest and least expensive way to prevent threats to system integrity is to install anti-virus software.

True

The opt-in model for informed consent requires an affirmative action by the consumer before a company can collect and use information.

True

There is a finite number of Bitcoins that can be created.

True

Which of the following is a social network site that allows users to send and receive 280-character messages, as well as news articles, photos, and videos?

Twitter (correct) Facebook Pinterest Instagram

Which of the following Twitter marketing tools enables marketers to show video ads that run prior to or during premium video content?

Twitter Amplify (correct) Twitter Live Twitter Cards Twitter Takeover