E-Commerce Chapter 6

Which of the following statements about Internet usage in the United States is not true?

Adults in the 25-to-54-age group have the highest percentage of Internet use.

Regular in-app cookies can be shared between apps

False

Which of the following statements about native advertising is not true? Native advertising is a new form of advertising found only online. Consumers look at native ads much more frequently than display ads. Native advertising is growing rapidly, especially on social networks. Native advertising's share of mobile display ad revenues exceeds 75%.

Native advertising is a new form of advertising found only online.

Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

Nielsen ratings

Which of the following statements about Canada's anti-spam law is not true? The law has no impact on companies located within the United States. The law applies to e-mail, texts, and social media messaging. The first phase of the law went into effect in 2014. Canada's law is based on an opt-in model.

The law has no impact on companies located within the United States.

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

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

Which of the following is not a primary source of ad fraud? 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 botnets hired by publishers to click on web pages to create phony traffic 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

View-to-cart ratio is a measure of the: percentage of shoppers who do not return within a year after their initial purchase. percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages. percentage of existing customers who continue to buy on a regular basis. percentage of views that lead to an add-to-cart action.

percentage of views that lead to an add-to-cart action.

Acquisition rate is a measure of the: percentage of visitors who become customers. percentage of shoppers who do not return within a year after their initial purchase. percentage of existing customers who continue to buy on a regular basis. percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

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

Which of the following is based on the idea of complete price transparency in a perfect information marketplace? the Law of One Price dynamic pricing price discrimination versioning

the Law of One Price

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

the total number of impressions in thousands

Creating multiple variations of information goods and selling these to different market segments at different prices is called: bundling. dynamic pricing. versioning. customization.

versioning.

All of the following are fixed price strategies except: versioning. free pricing. yield management. bundling.

yield management.