Quiz 7
a typical banner ad might cost ___ per 1,000 impressions
$5
hits are a measure of the
number of http requests
purchasing an online ad on a CPA basis means that the advertiser
pays only for those users who perform a specific action, such as registering, purchasing, etc
which of the following is not a practice that degrades the results and usefulness of search engines
social search
Amazons one click purchase capability is an example of using ____ to enhance sales
web site functionality
search engine advertising expenditures in 2012 were approximately
1.7 million
The amount spent on online advertising in 2012 was approximately
37.3 billion
a typical response rate for an email campaign would be ____ percent
5
the typical dwell rate for rich media and video ads is
7-8%
Which of the following advertising messages is a branding communication?
barnesandnoble.com: the best place to buy textbooks
which of the following measures the ratio of items purchased to product views
browse to buy ratio
According to the fogg et al. 2003 study which of the following is the most important factor in the credibility of a web site
design look
the most expensive form of online advertising on a per thousand viewer basis is an
exclusive sponsorship arrangement
which of the following generated the most social advertising revenues in 2012?
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
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
Impressions are a measure of the
number of times an ad is served
which of the following is not one of the advantages of online advertising
online costs versus benefits are well established and understood
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 sites products by registering or visiting a products pages
Which of the following is not a major web design feature that impacts online purchasing
redundant navigation
Which of the following is an example of "pull" advertising
search engine ads
Which of the following is not one of the current trends in internet advertising
spending on search engine advertising is overtaken by video ads
A crayola arts and crafts column on a parenting web site is an example of what form of advertising
sponsorship
which of the following measures the average length of stay at a web site
stickiness
if you want to determine the size of your web sites 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
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
