MIS 412--Chapter 7
All of the following statements about CAN-SPAM are true except:
CAN-SPAM prohibits unsolicited e-mail (spam)
The amount spent on online advertising in 2012 was approximately:
$37.3 billion
A typical banner ad might cost ________ per 1,000 impressions.
$5
Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost ________ per thousand.
$5 to $10
Typical click-through rates for an online display ad are:
.03%-.30%
View-through rate measures the ________ response rate to an ad.
30-day
A typical response rate for an e-mail campaign would be ________ percent.
5
The typical dwell rate for rich media and video ads is:
7%-8%
The percentage of all e-mail that is spam was approximately ________ percent in 2012.
70
The size of a leaderboard is:
728 x 90 pixels
Which of the following advertising messages is a branding communication?
Barnesandnoble.com: The Best Place to Buy Textbooks
Search engine advertising expenditures in 2012 were approximately:
$1.7 million
CAN-SPAM imposes fines of ________ for each unsolicited pornographic e-mail.
$10
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
All of the following statements about interstitials are true except:
Interstitials typically last 30 seconds
Which of the following is not one of the four main methods advertisers use to behaviorally target ads?
Nielsen ratings
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 is not true about search engine advertising?
Search engine advertising is the fastest growing type of online advertising
Which of the following is not one of the current trends in Internet advertising?
Spending on search engine advertising is overtaken by video ads
Amazon's "one-click" purchase capability is an example of using ________ to enhance sales.
Web site functionality
Which of the following measures the ratio of items purchased to product views?
browse-to-buy ratio
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
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
Which of the following online advertising formats attracted the least amount of spending in 2012?
The most expensive form of online advertising on a per thousand viewer basis is a(n):
exclusive sponsorship arrangement
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
In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.
network keyword
Hits are a measure of the:
number of http requests
Impressions are a measure of the:
number of times an ad is served
Purchasing an online ad on a CPC basis means that the advertiser:
pays a prenegotiated fee for each click an ad receives
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.
CTR is a measure of the:
percentage of times an ad is clicked
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
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 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
Promoted Trends is an example of which of the following types of online advertising?
social network advertising
Which of the following is not a practice that degrades the results and usefulness of search engines?
social search
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
Recency refers to the:
time elapsed since the last action taken by a customer
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
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
