CH 8

Which facilitates a mobile-optimized design? A) The use of a blog B) The use of a PURL C) The use of financial incentives D) The use of responsive design

D) The use of responsive design

To reduce customers from abandoning shopping carts on e-commerce sites, companies can use each of the following strategies except: A) avoid the use of multiple cyberbaits to encourage sales. B) make checkout easy without requiring a user name or password. C) make it easy for customers to enter discount codes. D) provide a safe and trustworthy checkout procedure.

A) avoid the use of multiple cyberbaits to encourage sales.

A financial incentive may cause a consumer to switch to e-commerce; a value-added incentive is designed to: A) change purchasing habits more permanently. B) create brand awareness. C) substitute payment plans. D) find new buyers.

A) change purchasing habits more permanently.

If Toyota pays a blogger who is making a trek to all 50 states in his Toyota documenting it with text and photos, it is considered which type of content? A) Branded B) Sponsored C) Digital D) Social

B) Sponsored

What is meant by the concept of mobile-optimized design? A) Customers shop exclusively by email B) The site automatically adjusts the screen size of the device being used to access the webpage C) Customers can easily locate merchandise on a website D) Customers can delay payments using store credits

B) The site automatically adjusts the screen size of the device being used to access the webpage

Persuading a first-time buyer to make an online purchase is best achieved using: A) interstitial advertising. B) financial incentives. C) convenience incentives. D) value-based incentives.

B) financial incentives.

What is meant by the concept of customer-centric design? A) Customers shop by email. B) Customers have easy access to store locations. C) Customers can easily locate merchandise on a website. D) Customers can delay payments using store credits.

C) Customers can easily locate merchandise on a website.

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false? A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. B) Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. C) Research by Torbit found that as load time increased, the bounce rate declined. D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

C) Research by Torbit found that as load time increased, the bounce rate declined.

Which statement below about poor experiences and dissatisfaction with an e-commerce site is false? A) Walmart saw a sharp decline in conversion rate when its website load time increased from 1 second to 4 seconds. B) Amazon.com discovered that for every 100-millisecond decline in site load time, online revenue declined 1 percent. C) Research by Torbit found that as load time increased, the bounce rate declined. D) Of consumers who were dissatisfied with an e-commerce site's performance, 40 percent were unlikely to ever visit the site again.

C) Research by Torbit found that as load time increased, the bounce rate declined.

Cindy has downloaded an app for Panera Bread on her mobile phone that alerts her to specials being offered. The app also identifies the nearest locations and directions to get there. This is an example of: A) branded content. B) sponsored content. C) geo-targeting. D) behavioral targeting.

C) geo-targeting.

The best and most effective search engine optimization method is: A) paid search insertions on search engines. B) paid banner ads on other companies' websites. C) identification through the natural, or organic, emergence of a site on a search engine. D) paid search ads.

C) identification through the natural, or organic, emergence of a site on a search engine.

Brand spiraling involves using: A) various online advertising techniques to develop a brand. B) interactive marketing methods to build Web traffic. C) traditional media to promote and attract customers to a website. D) viral and permission marketing coupled with database technologies.

C) traditional media to promote and attract customers to a website.

Shane has been using Google to search the internet for sports equipment. The next time he logs onto the web, he notices an ad from Academy Sports for sports equipment similar to what he had examined previously. This form of online advertising is: A) audience targeting. B) geo-aware advertising. C) geo-fencing. D) behavioral targeting.

D) behavioral targeting.

Blogs, feedback applications, and customer reviews are all a part of an e-commerce's: A) Web 1.0 tactics. B) web analytics. C) cyber security. D) brand engagement strategy.

D) brand engagement strategy.

The most effective financial incentive for consumers is: A) a price discount. B) a contest and sweepstakes. C) a free gifts. D) free shipping.

D) free shipping.

Content marketing, or branded content, has each of the following characteristics except: A) offer information and solutions to customers and potential customers. B) make the content authentic. C) provide content that is shareable. D) integrate the information with the brand's offline advertising campaign.

D) integrate the information with the brand's offline advertising campaign.

The majority of all web traffic begins at a(n): A) company's front page. B) individual's email site. C) neutral site. D) search engine.

D) search engine.

Which type of ad is the format of online spending with the highest expenditure?

Search

TRUE OR FALSE: Digital marketing combines the components of e-commerce, internet marketing, and mobile marketing.

TRUE

TRUE OR FALSE: It can take months or years to get to the top of an organic search through SEO efforts.

TRUE