INSY Final Multiple Comprehensive Multiple Choice

_____ refers to advertisements that are targeted based on a user's query.

IP Address

Cookies refer to: a. small computer programs that extend the features or capabilities of another application. b. the design and content components of an advertisement. c. a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser. d. terms that prevent specific ads from being published. e. a temporary storage space used to keep a running count of the number of ad impressions.

c

Entrepreneurs are scrappy in their quest to gather market intelligence and understand how customers respond to their offerings. How did Airbnb's CEO gather additional intelligence on how the firm was being used? a. He bought several apartments to rent out under Airbnb b. He became an Uber driver c. He lived out of Airbnb rentals full time d. He became a bell hop at a San Francisco Hilton Hotel e. All of the above

c

Facebook has offered a system where Web site operators can choose to accept a user's Facebook credentials for logging in. Web site operators appreciate this feature because: a. they can charge users for accessing their content and hence, generate revenue. b. they can afford to spend less on Web site maintenance. c. users can access websites without creating an account, reducing a potential barrier to customer acquisition. d. Facebook's advertising programs offer better revenue for viewed content. e. they can associate their offerings with the Facebook brand.

c

Google assumes individual components that make up the servers in its server farms will regularly fail, but no single failure should interrupt the firm's operations. By doing so, Google can ensure its network is: a. data optimized. b. traffic efficient. c. fault-tolerant. d. service-regulated. e. organically searched.

c

Search engines use _____ to discover documents for indexing and retrieval. a. caches b. landing pages c. web-crawling spiders d. proxy servers e. interstitials

c

The _____ measures the percentage of people who clicked on an ad to arrive at a destination-site. a. click churn rate b. link c. click-through rate d. click landing-page rate e. impression score

c

Unlike Facebook, where most users must approve "friends" before they can see status updates, Twitter's default setting allows for _____ following. a. syndicated b. linear c. asymmetrical d. intermittent e. precluded

c

Users of Google and other search engines are said to be on a hunt because they: a. are acquiring profiling data which acts as ammunition to improve their search results. b. want to explore and look around. c. are there to seek information to drive a specific action. d. allocate time for activities such as looking for news and friend updates. e. are unwilling to leave the Web page when they are having conversations.

c

Users who edit Wikipedia content in a manner that is biased and opinionated are said to be violating Wikipedia's stated policy of: a. what you see is what you get. b. political correctness. c. neutral point of view. d. public disclosure. e. respect for universal human rights.

c

Which of the following statements holds true for the term dark Web? a. It refers to the Internet directory service that allows devices and services to be named and discoverable. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.

c

A prediction market involves: a. leveraging customers to virally promote a firm's products or services. b. aggregating the opinions of a specialized group of experts who analyze a problem and suggest solutions. c. making calculated estimates on the prices of goods and services based on the speculation of a group of experts. d. polling a diverse crowd and aggregating opinions to form a forecast of an eventual outcome. e. trading on essential goods and services with a view of making a profit by hiking prices at a time of high demand.

d

A stockbroker trades shares she does not own with an obligation of later repayment, and in the hope that the price of traded shares will fall. She then repays share debt with shares purchased at a lower price and pockets the spread between initial share price and repayment price. This attempt to profit from a falling stock price is known as _____. a. insider trading b. churning c. arbitrage trading d. short selling e. going long

d

Banner ads are often billed based on _____. a. clickable numbers b. frequency tracking scores c. quality scores d. cost per thousand impressions e. their relative popularity

d

Citing Wikipedia as a reference is not considered a good practice because Wikipedia: a. leverages a neutral point of view. b. hosts unopinionated entries. c. is proprietary in nature. d. is not original source material, but rather a clearinghouse of information. e. offers limited content.

d

Developers who make applications create _____ that have the potential to add value to Facebook beyond what the firm itself provides to its users. a. switching costs b. distribution channels c. one-sided markets d. complementary benefits e. sugging channels

d

Display ads sold on a cost per thousand impressions basis often focus on: a. generating the maximum click-throughs. b. directing potential customers to the advertiser's online storefront. c. persuading users to perform a specified action such as signing up for a service. d. creating awareness of an advertiser's brand. improving quality score metrics.

d

How are sites and services from the Internet's first phase (Web 1.0) different from those that are classified as social media or peer-production efforts? a. Web 1.0 services are a broader mixture of multimedia content than Web 2.0 services. b. Web 1.0 services include a wide array of social networks, blogs, and instant messaging services. Applications in Web 1.0 are placed within supporting structures such as social networks, instead of being placed directly on the Web. c. Web 1.0 services included syndication and search engine optimization features compared to their more efficient Web 2.0 counterparts. d. Web 2.0 services foster collaboration and information sharing, as opposed to static, transaction-oriented Web 1.0 efforts.

d

In online advertising, the term "impression" refers a. the Web site displayed when a user clicks on an advertisement. b. the measure of a user's perception of ad effectiveness. c. ads that run before a user arrives at a Web site's main content. d. each time an ad is shown. e. the design and content of an advertisement.

d

One of Facebook's key resources for competitive advantage is: a. technology. b. network internalities. c. open source software. d. Correct high switching costs. e. low venture capital investment.

d

Which of the following is true of Google's discounting scheme for advertisers? a. Advertisers get incremental discounts on their original CPC for every thousand clicks. b. Advertisers pay the average CPC of all those displayed ads that are ranked below their ad. c. Advertisers pay only ninety percent of their original CPC rate for every thousand clicks. d. Advertisers pay one cent more than the minimum needed to retain an ad's position on a page. e. Advertisers pay the equivalent of the CPC bid by the worst performing ads, taken in a reverse sequence.

d

Which of the following statements is true about Airbnb's revenue model? a. Airbnb currently does not make money via transactions, only from advertising listings on its website. b. Airbnb only charges property owners who rent on the website. c. Airbnb only charges guests who rent on the website. d. Airbnb charges both property owners and guests as part of transactions on their website. e. Airbnb doesn't charge transactions for the three years after it enters a market, so as to generate two-sided network effects of property rents and guests searching for properties to stay in.

d

_____ are third-party computers that pass traffic to and from specific addresses without revealing the address of the connected users. a. Routers b. Web crawlers c. Spiders d. Proxy servers e. Subnetwork masks

d

"Cookies cannot reliably identify individual users." Which of the following is the reason for the statement shown above a. Cookies assigned by Web servers are prone to duplication. b. The US government has banned the use of cookies for user identification. c. The explosion in Internet-enabled mobile devices has resulted in an acute shortage of IP addresses. d. Internet service providers assign arbitrary IP addresses to devices accessing the Internet from the same network. e Correct Individual users use different browsers on the same computer to surf the Web.

e

A _____ refers to a list of a blogger's favorite sites, often displayed on the right or left column of a blog's main page. a. trackback b. thread c. hyperlink d. feed e. blog roll

e

Google's stated mission is to: a. establish itself as the most valuable media company in the world. b. organize the world's information and make it universally accessible and useful. c. pair Internet surfers with advertisers and earn revenue along the way. d. foster technological innovation to promote a knowledge-driven culture. e. make the world more open and connected.

e

Gourmet food trucks, popular in many American cities, are using Twitter to share location and create hipster buzz. Starbucks uses Twitter to run contests, and spread free samples of new products. These examples demonstrate the use of Twitter as a(n): a. effective tool for quickly blasting queries seeking insights and solutions to problems. b. source of breaking news on current events and warning mechanisms. c. support mechanism for activism, pushing for social change. d. means for soliciting customer complaints and representations. e. legitimate business tool.

e

How is Google Glass being used in the medical profession? a. To provide instant access to patient information b. To stream surgery for observation and commentary from experienced mentors c. To capture dictated notes and images from field EMTs to better help doctors prepare for a patient's arrival d. To monitor symptoms and post-medication reminders for patients e. All of the above f. None of the above

e

If a firm's pages are not near the top of query results, customers may never discover its Web site. This has led to _____ becoming a critical function for many marketing organizations. a. last mile access b. geotargeting c. outsourcing d. content adjacency e. search engine optimization

e

Mark Zuckerberg, the founder of Facebook, ensured that he remained in control of the firm even after it went public by: Selected Answer: a. running the organization single-handedly. b. valuing the firm at $15 billion, which exceeded investor expectations. c. employing antitrust laws and limiting the investors' degree of control. d. appointing 3 additional directors instead of 5. e. retaining a majority of voting rights in the public company.

e

Marketers can leverage social media channels for: a. competitive intelligence. b. generating customer input. c. disseminating information. d. reinforcing a customer's relationship with the firm. e. all of the above.

e

Peer production refers to: a. the process of tracking and responding to online mentions of a product, organization, or individual. b. graphical editing tools, such as those found in a wiki, page layout program, or other design tool. c. programming hooks, or guidelines published by firms that tell other programs how to get a service to perform a task such as send or receive data. d. content that is more complex than simple text or photos and includes animation, audio, and video. e. users collaboratively working to create content, products, and services.

e

Twitter offeres mobile app developers an SDK supporting which of the following. a. advertising b. crash detection c. usage analytics d. single sign-on e. Correct all of the above f. none of the above

e

Which of the following factors contributes to a web page's quality score? a. Number of characters in the ad b. Cost per Click c. Cost per Impression d. Image richness e. Click through Rate

e

Which of the following statements holds true for the term cache? a. It refers to the Internet directory service that allows devices and services to be named and discoverable. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.

e

Which of the following statements holds true for the term spider? a. It refers to the Internet directory service that allows devices and services to be named and discoverable. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.

e

a. Analysts are so bullish on Facebook's mobile advertising prospects because b. Mobile ad revenue from the Facebook app has grown steadily since the firm's IPO. c. Instagram is new to advertising and WhatsApp hasn't advertised much, suggesting that Facebook has lots of unrealized growth potential in its app stable. d. Ads on Facebook mobile show up in a user's feed, the area of the screen they pay most attention to, suggesting mobile ads will be tougher to ignore than those on the side of a browser screen. e. All of the above f. None of the above - analysts remain very pessimistic about Facebook's prospects for mobile advertising.

e

Ad networks enforce exclusivity. Once a content provider selects one ad network it cannot implement other forms of advertising on its website. True False

f

Ads in Google search are exclusively geotargeted based on GPS data. True False

f

Advertisers can pay to have their ads move up in organic search results. True False

f

CPM is cost per million impressions. True False

f

Cookies are created and retrieved by a user's Web browser, but cookies are only stored on the website visited, not on the user's computer. True False

f

Enriching click fraud refers to the practice in which site operators generate false page views in order to boost their site's CPM earnings. True False

f

European and U.S. corporate law is harmonized, so a court ruling in one region automatically applies to the other. True False

f

Firms classified as being part of the sharing economy and collaborative consumption are still considered too risky to attract substantial venture capital investment. True False

f

Google ads are embedded in the Android OS. True False

f

Google discounts ads to just one cent less than the average cost per click. True False

f

Payment continues to represent a barrier to widespread adoption of the sharing economy, since many consumers feel uncomfortable exchanging cash or financial information with strangers. True False

f

Citizen suppliers in the sharing economy may find their _______ costs increase due to increased product use and an increase in perceived risk over time.

fragmented

Horizontally oriented banners and vertically oriented "skyscraper" ads are typically examples of: a. interstitials. b. buzz marketing ads. c. text ads. d. affiliate ads. e. image ads.

image ads

Firms in the so-called "sharing economy" fuel more efficient matching of ___________ and __________, lower costs, enable more efficient resource use, and provide a level of reach and services heretofore unavailable

supply demand

Apple prevents iOS devices from being tracked using their MAC addresses. True False

t

Crime networks cannot commit enriching click fraud using AdWords on Google.com True False

t

Even if an advertiser is wiling to pay the highest cost-per-click rate, it still may not appear at the top of ads listed alongside Google search results. True False

t

Google allows users to add a cookie or install a plug in that enables them to opt out of interest-based tracking. True False

t

Google earns more annual advertising dollars than any other U.S. media company. True False

t

Google has launched new formats to capture markets such as travel bookings and car shopping from within search, but by doing so, it risks alienating large advertisers who run competing services. True False

t

Google will dramatically lower the search rankings of firms that it feels have unfairly gamed organic search rankings. True False

t

If a Web site is not the first page on a public server, it isn't linked to from another public page, and no one has submitted the link to Google for indexing, then it will not appear in Google results. True False

t

If eBay and Craigslist are included, some 40 percent of the US and Canadian population have participated in the sharing economy True False

t

Social media profiles can also be used to fight online fraud. True False

t

Uber prices services according to demand. This allows the company to increase rates during peak periods in order to attract more potential suppliers into the market to meet demand. True False

t

Uber's CEO views itself as software platform for shipping and logistics. True False

t

_______ refers to advertisements that are targeted based on a user's query.

Keyword Advertising

Facebook feeds: a. are limiting the reach of organic posts, prompting many firms to spend on Facebook ads to connect with more users. b. ensure that any post from an organization's fan page will arrive in the feed of anyone who has "Liked" that page. c. prohibit content promoting apps that run outside the Facebook platform, since such content competes with user attention and Facebook wants users to spend as much time as possible on its own services. d. will show identical ads to all users, worldwide, if they are of the same age and gender. e. are entirely ad-free. Zuckerberg refuses to run ads in feeds because he feels this will degrade the user experience, even though Facebook would likely earn significantly more if it did so.

a

For years, which of the following is the only major media category that has seen an increase in spending? a. Online advertising b. Radio jingles c. Television ads d. Print media e. Telemarketing

a

How are News Feeds a source of value for users on Facebook? a. It fosters the virality of information sharing vital to delivering value from the social graph. b. They are innovative and Facebook is the only social network to offer the feature. c. They are effective in protecting a user's personal information from others. d. They ensure that a single post will reach all friends and fans. e. They offer cross connectivity for users across several social networking sites.

a

The Web site displayed when a user clicks on an ad is called the: a. landing page. b. organic result. c. home page. d. start page. e. redirecting page.

a

What did Waze offer Google? a. Better maps through crowdsourcing b. Better voice-enabled search via crowdsourcing c. Better advertising accuracy via crowdsourcing d. Better pricing via crowdsourcing e. All of the above.

a

____________ refers to the search engine results that are returned and ranked according to relevance.

Organic Results

_________ refers to the practice of designing, running and optimizing search engine ad campaigns.

Search Engine Marketing

What is 'black hat SEO'? a. Using unauthorized (and Google-prohibited) techniques to improve a page's search results b. Paying off a search engine firm's engineers to lower your ad rate c. Linking to competitor websites in hopes that they will fall in search engine rankings d. Attempting to hack into a firm's email to manipulate SLA contracts e. All of the above

a

Which of the following is *not* an example of larger, conventional firms working with sharing economy startups? a. Apple's purchase of Beats to give new musical artists more exposure. c. Condé Nast's investment in Rent the Runway. d. Google's investment in Uber. e. Walgreens' partnership with TaskRabbit. f. W Hotel partnering with Desks Near Me.

a

"Users want some semblance of control over their personal data, even if they are not bothered to manage it." This is often known as: a. the paradox of privacy. b. crowdsourcing. c. Metcalfe's Law. d. uncertainty of decisions. e. free rider problem.

a

Brand advertisers largely consider user-generated content as low-quality, brand-unsafe inventory for running advertisements. This can be attributed to: a. content adjacency. b. audience matching. c. collaborative filtering. d. search engine marketing. e. negative keyword usage.

a

CPM refers to: a. ad rates quoted in cost per thousand impressions. ad rates quoted in cost per million impressions. b. the maximum amount of money an advertiser is willing to pay for each click on their ad. c. the cost an advertiser is willing to pay for a particular amount of time a surfer spends on an ad. d. a method of charging for advertising whenever a user performs a specified action such as signing up for a service, requesting material, or making a purchase.

a

A walled garden refers to a: a. site that wraps data in invisible tags that can be recognized by search engines to accurately categorize, compare, and present user information. b. group of surreptitiously infiltrated computers linked and controlled remotely. c. closed network or single set of services controlled by one dominant firm. d. network of users with distinct IP addresses, engaged in click fraud. e. tracking cookie used to identify users and record behavior across multiple Web sites.

c

Ad rank on Google is calculated using the equation: Ad Rank = f(_______________, Quality Score, expected impact of extensions and formats). a. Maximum CPC b. Maximum CPM c. CTR d. Impression e. PageRank

a.

A(n) _____ refers to an Internet vandal and mischief-maker. a. avatar b. troll c. sock puppet d. poltergeist e. gadfly

b

Advertisement and sponsorships are components of: a. earned media. b. paid media. c. earned media. d. peer production. e. social media.

b

Advertisers pay ad partners for _______________ whenever a user responds to an ad by performing a specified activity such as signing up for a service, requesting material, or making a purchase. a. Interstitials b. Cost-per-action ads c. Engagement ads d. Pay-per-click ads e. Paid inclusion ads

b

CPM refers to: a. each instance of an advertisement being viewed by a user. b. cost per thousand impressions. c. a concept where advertisers do not pay unless someone clicks on their ad. d. the maximum amounts of money advertisers are willing to pay for each click on their ads. e. the number of users who clicked an ad divided by the number of times the ad was delivered.

b

Investor groups that provide funding in exchange for an ownership stake in the firm are called _____. a. credit unions b. venture capitalists c. hedge fund managers d. mutual fund executives e. greenfield investors

b

The process of computers identifying a user's physical location for the purpose of delivering tailored ads or other content is called _____. a. parallelism b. geotargeting c. triangulation d. network parallax e. trilateration

b

Which of the following is *not* true regarding the competitive dynamics of most sharing economy marketplaces? a. Ratings represent a switching cost built over time by early participants in sharing economy marketplaces. b. Late-movers have a substantial advantage in this market since inventory should be cheaper to acquire for those firms that have entered markets more recently. c. Network effects should grow over time, favoring firms that got a successful, early start over rivals who arrived late doing the same thing. d. These are two-sided markets. e. None of the above - all statements are true.

b

Which of the following statements holds true for search engine optimization (SEO)? a. It refers to the process of improving an ads rank in Google's online advertising listings. b. It refers to the process of improving a page's organic search results. c. It refers to Internet content that can't be indexed by Google and other search engines. d. It refers to a temporary storage space used to speed computing tasks. e. It refers to software that traverses available Web links in an attempt to perform a given task.

b

Which of the statements about Google's strategy and competitive environment is true: a. Brin and Page founded Google in their 20s, following Yang and Filo of Yahoo (also in their 20s), underscoring just how easy it is for new comers to create new threats in today's search market. b. The scale of server farms capable of indexing today's Web represents a significant barrier to entry. c. Google has invested in proprietary components such as chips and hard drives, creating a difficult-to-copy barrier to entry to any firm seeking to enter its markets d. Bing has been gaining significant market share on Google due to Microsoft's successful leverage of existing products (Xbox, Windows Phone, Office, and the Windows operating system) as a default distribution channel for its search. e. All of the above.

b

_____ is the process of creating a series of bogus Web sites, all linking back to the pages one is trying to promote. a. Click scam b. Link fraud c. Phishing d. DNS cache poisoning e. SQL injection

b

A(n) _____ is a fake online persona created to promote a particular point of view, often in praise of a firm, product, or individual. avatar troll sock puppet poltergeist gadfly

c

A(n) _____ is a search performed on Google or any other search engine. a.impression b.PageRank c.query d.link

c