QUIZ 7 - FORM A

Why do you suppose Google is offering you 5 GB on Drive for free, free email, free web sites, etc.? a. Google likes me. b. Google wants to have more places to place more ads c. Google wants to store my information so they can look at it and invade my privacy d. None of the above.

b. Google wants to have more places to place more ads

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. Cost-per-action ads

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. web-crawling spiders

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. Geotargeting

_____ is the primary technology that enables Google Wallet to make wireless payments with the wave of a phone. a. NFC or Near Field Communication b. Wi-fi c. IoT or Internet of things d. Telematics e. Li-Fi

a. NFC or Near Field Communication

__________ refers to generating fake followers, likes, +1s, retweets, shares, or YouTube views. a. Social influence fraud b. Keyword stuffing c. Spamdexing d. Disbarring fraud e. None of the above

a. Social influence fraud

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. landing page.

Which of the following statements holds true for search engine optimization (SEO)? 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.

b. It refers to the process of improving a page's organic search results.

_____ 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. Link fraud

Dr. Downing received the "Google Death Penalty" because he _____________. a. searched for too many similar terms within a timeframe that was deemed too short. b. Suggested, in a not-so-subtle manner, that students click on his ads, and they all did roughly at the same time. c. clicked on a mesothelioma lawyer ad on a search result, costing that law firm roughly $400. d. was not friendly to Google's senior management.

b. Suggested, in a not-so-subtle manner, that students click on his ads, and they all did roughly at the same time.

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.

b. organize the world's information and make it universally accessible and useful.

Which of the following statements holds true for the term click fraud? a. It refers to a program that requires customer consent in the form of a click. b. It refers to a program that enrolls all customers by default, but that allows consumers to discontinue participation with the help of a click. c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget. d. It refers to a small computer program that extends the feature set or capabilities of another application. e. It refers to recruiting a network of users with the goal of spreading IP addresses across several systems and making a fraud effort more difficult to detect.

c. It refers to the generation of bogus clicks, either for financial gain or to attack rivals by draining their online ad budget.

A(n) _____ is a search performed on Google or any other search engine. a. Impression b. PageRank c. Query d. linkcrawl

c. Query

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. a line of identifying text, assigned and retrieved by a given Web server and stored by a user's browser.

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

c. click landing-page rate

Over 20 percent of Google's revenues come from running ads on: a. the Android platform b. its organic search pages c. third-party Web sites d. competing search engines e. built-in toolbars

c. third-party Web sites

Why is our final course Unit, Unit 7, important (pick the single best answer)? a. Because we need Business Intelligence b. Because we've got these wonderful devices that process 1's and 0's quickly and remember them almost perfectly, and we need to understand how they get connected. c. Because we need to understand how to match technology solutions to business problems. d. Because obtaining and managing information, and profiting from it, represents a large part of the future (and present) of our economy. e. Because Web 2.0 is exploding, users are generating content, many voices are being heard, and businesses better pay attention.

d. Because obtaining and managing information, and profiting from it, represents a large part of the future (and present) of our economy.

How did Dr. Downing improve the organic search results for his Kirk Herbstreit joke in fall 2012 (How would anyone improve such results)? a. By using Cloud Computing. b. By using Just-in-Time E-Commerce. c. By practicing Internet privacy and security legislation. d. By linking text like "NIU BCS Kirk Herbstreit joke" to ChuckDowning.com from webpages. e. By using RFID.

d. By linking text like "NIU BCS Kirk Herbstreit joke" to ChuckDowning.com from webpages.

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.

d. It refers to a temporary storage space used to speed computing tasks.

_____ 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. Proxy servers

_____ are served by ad networks or other customer profiling firms to identify users and record behavior across multiple Web sites. a. Plug-ins b. Creatives c. Interstitials d. Third-party cookies e. Honeypots

d. Third-party cookies

The _____ refers to a situation where ads appear alongside text the advertiser would like to avoid. a. fast follower problem b. ad network failure problem c. collaborative filtering problem d. content adjacency problem e. affiliate advertising problem

d. content adjacency problem

Which of the following factors contributes to an ad'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. Click through Rate

If a web site owner (Person A) pays about 60 cents per click to advertise on Google, what would be the best way listed below for a competitor (Person B) to hurt him (assuming that competitor was willing to engage in unethical practices)? a. Pay 80 cents per click for its own (Person B) ads. b. Use SOE and pay nothing for its own (Person B) ads. c. Get allies (of the competitor) (Person B) to click on the competitors (Person B) ads in high volume to indicate more interest. d. Advertise (Person B) on FaceBook. e. Get allies (of the competitor) (Person B) to click on the owner's (Person A) ads in high volume and buy nothing.

e. Get allies (of the competitor) (Person B) to click on the owner's (Person A) ads in high volume and buy nothing.

Which of the following efforts by Google is aimed at encouraging increased smartphone access worldwide? a. Tie-up with Facebook to offer search capabilities across social networks b. The five-year deal with Verizon Wireless to be its preferred search engine c. Collaboration with Microsoft to offer Office software over the Web d. Introduction of interest-based ads e. Giving the Android OS to mobile phone manufacturers for free

e. Giving the Android OS to mobile phone manufacturers for free