CIS 250 Chapter 6 Revision
Online traffic is partially driven by offline brands and traditional shopping.
True
Research has found that most of the ad impressions served across display advertising platforms are not viewable.
True
Research shows the two key factors shaping the decision to purchase online are utility and trust.
True
The majority of online shoppers find vendors by clicking on display ads.
False
Transaction logs are built into client software and not the web server software
False
All of the following are "traditional" online marketing tools except: A) affiliate marketing B) e-mail and permission marketing C) social marketing D) sponsorship marketing
C
Amazon's Associates program is an example of which of the following? A) viral marketing B) local marketing C) affiliate marketing D) lead generation marketing
C
Which of the following is the most meaningful metric for video ads? A) view time B) CTR C) completion rate D) skip rate
C
Which of the following measures the percentage of e-mails that could not be delivered? A) abandonment rate B) unsubscribe rate C) bounce-back rate D) attrition rate
C
Which of the following measures the ratio of items purchased to product views? A) conversion rate B) cart conversion rate C) browse-to-buy ratiio D) view-to-cart ratio
C
_____ is an open-source database that can store and analyze both structured and unstructured data A) ASP B) PHP C) Hadoop D) JSP
C
Which of the following online advertising formats attracted the least amount of spending in 2020? A) search B) classifieds C) rich media D) e-mail
D
Which of the following online advertising is expected to grow the most between 2020 and 2024? A) paid search B) sponsorships C) search engines D) video
D
A _____ is a repository of customer information that records all contacts that a customer has with a firm and generates a customer profile available to everyone in the firm with a need to know the customer. A) customer service chat system B) system C) data warehouse D) transactive content system
B
Ad blockers operate in a manner similar to which of the following? A) anti-virus software B) firewalls C) Flash cookies D) anonymous browsing
B
All of the following statements about cookies are true except: A) cookies can be used to create cross-site profiles of users B) the data typically stored in cookies includes a unique ID and e-mail address C) cookies make shopping carts possible by allowing a site to keep track of a user's actions D)the more cookies are deleted, the less accurate ad server metrics become
B
If you want to determine the size of your website's audience, the metric you will use for the most accurate measurement will be: A) page views B) unique visitors C) hits D) reach
B
The highest amount of online advertising spending is for online video ads
False
Acquisition rate is a measure of the: A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages B) percentage of visitors who become customers C) percentage of existing customers who continue to buy on a regular basis D) percentage of customers who return to the site within a year to make additional purchases
A
Which of the following is not a practice that degrades the results and usefulness of search engines? A) social search B) link farms C) content farms D) click fraud
A
Which of the following is the most important tool in establishing a relationship with the customer? A) company website B) company CRM system C) Facebook D) search engine display ads
A
Recency refers to the: A) percentage of customers who do not return during the next year after an initial purchase B) time elapsed since the last visit made by a customer C) percentage of existing customers who continue to buy on a regular basis D) percentage of customers who return to the site within a year to make additional purchases
B
View-to-cart ratio is a measure of the: A) percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages B) percentage of views that lead to an add-to-cart action C) percentage of existing customers who continue to buy on a regular basis D) percentage of shoppers who do not return within a year after their initial purchase
B
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues? A) affiliate marketing B) viral marketing C) native marketing D) lead generation marketing
B
Which of the following is an open-source framework used to collect and analyze a company's big data? A) data warehouse B) Hadoop C) SQL D) profiling
B
Which of the following measures the average length of stay at a website? A) loyalty B) stickiness C) page views D) retention rate
B
Which of the following measures the percentage of times an ad is clicked? A) retention rate B) CTR C) loyalty rate D) conversion rate
B
Which of the following provides web marketers with a very quick means of identifying a customer and understanding his or her behavior at a site? A) transaction logs B) cookies C) registration forms D) data warehosuses
B
Which of the following statements about the Internet's impact on marketing is not true? A) The Internet has broadened the scope of marketing communications B) The Internet has decreased the impact of brands C) The Internet has increased the richness of marketing communications D) The Internet has expanded the information intensity of the marketplace
B
All of the following are online communications used to support the evaluation of alternatives stages of the consumer decision process except: A) search engines B) online catalogs C) social networks D) targeted banner ads
D
Pinterest's Lens is an example of which of the following? A) keyword advertising B) SEO C) voice search D) visual search
D
VTR measures the _____ response rate to an ad. A) 30-minute B) 24-hour C) 7-day D) 30-day
D
What kinds of ads have the lowest CTR? A) video ads B) e-mails to an in-house list C) social network display ads D) banner display ads
D
Which of the following is not one of the main stages of the online purchasing process? A) post-purchase service and loyalty B) awareness C) engagement D) conversation
D
