MIS CH 4 e-commerce

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Which of the following are pricing models (or a set of models) for online advertising (select all correct answers)? ( ) pay-per-click ( ) cost per mille impressions ( ) click fraud ( ) performance-based pricing

(X) pay-per-click (X) cost per mille impressions ( ) click fraud (X) performance-based pricing

Search engine optimization is ineffective.

False

An advertiser that has an ad in a Google sponsored listings should expect to pay Google.

True

One drawback of pay-per-click models is the possibility of abuse by repeatedly clicking on a link to inflate revenue to the host or increase the costs for the advertiser.

True


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