CIS EXAM #2
From the video, which song recommendation system approach favors more popular selections/songs?
Amazon
True or False: PayPal has mostly focused on online transactions & vendors while the other mobile payment systems are primarily concerned with in-person transactions.
True
True or False: Retailers were reluctant or anxious to embrace mobile payment technology because of the up-front expense of adding new NFC readers to their stores.
True
True or False: The Internet of Things creates a whole new area of attack for potential cyber-criminals.
True
True or False: The advantage of the Walmart Pay app, when used, is that Walmart owns the customer transaction and information without the intervention of the tech companies, despite it only being usable in Walmart stores.
True
True or False: The much bigger concern in the rise of Cyber warfare focuses not on individual impact but a on a much larger scale which could affect entire cities or large groups of individuals at one time.
True
Which of the following is a micro-blogging social network site that allows users to send and receive 140-character messages (now 280 characters)?
What does UCE stand for?
Unsolicited commercial e-mail
Regarding Open Exchange RTB Programatic Advertising or the Selling of online advertisements - describe the Auction based Real Time Bidding Process.
Uses Big Data and strives to deliver the RIGHT advertising at the perfect website/time/place so as to INCREASE the likelihood of a purchasing decision. How does it work? Define the target audience very specifically demographic/characteristic wise a bid is entered expressed in dollars per thousand impressions for those demographics and characteristics The quote is either accepted or denied If accepted, the ads are shown to individuals as they move about the we in real time within milliseconds responsiveness is tracked different ads for similar products can be shown based on effectiveness of the platform
With about 2,000 startups in the global mobile payment marketspace, the name of one startup which focuses on peer-to-peer payments with their social-mobile payment app which lets users transfer money to one another is
Venmo
_____ marketing is the process of getting customers to pass along a company's marketing message to friends, family, and colleagues.
Viral
The ______ rate is what we call the situation wherein you received an email that you opened it, clicked-through the email landing on the website and actually purchased the product promoted in the email.
conversion
For advertisers, the internet promised to change the traditional method of buying ad space by allowing advertisers to gather personal information on consumers through the use of _____ placed on the user's web browser.
cookies
Which of the following is the first step in the social marketing 5-step process?
fan acquisition
The Internet allows for sales of obscure products with little demand was referred to as _______ marketing.
long-tail
All of the following are online communications that are used to support the evaluation of alternatives stages of the consumer decision process except:
targeted banner ads
_____ involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.
Amplification
________ is the ability to identify the person or entity with whom you are dealing on the Internet.
Authenticity
Trainers/sellers who signup for a premium Exchange listing pay a flat fee of $____ for the initial advertisement listing.
$250
By 2019, it is estimated that advertisers will be spending which of the following amounts on mobile marketing?
$82 billion
From the video and the "huge attack surface" discussion, the Android phone has ___ million lines of code that could be potentially vulnerable.
12
Companies are not permitted to collect personal information from children under the age of ________ without parental consent.
13
On average, users use about ________ apps a month on their smartphone.
25
VTR measures the ________ response rate to an ad.
30-day
According to the video case, Pandora is a music streaming service with around _____ million paid subscribers.
5
iProspect estimated that one in ___ store locator clicks led to a visit to the store.
5
Researchers have determined that what percent of internet users or visitors view display ads as unfavorable without regard to the type of ad (sidebar, inline, video or pop-up)?
50-78%
What is the approximate Internet penetration rate for individuals that have attained less than a high-school education?
68%
Sephora is devoting more attention than ever to its Pinterest presence because of which of the following reasons?
A. Heightened engatement of users on the Pinterest platform B. Pinterest users are specifically interested in pinning items that interest them and which they might want to buy C. Sephora has seen a much greater engagement level from its fan base on Pinterest than on any other platform. D. The interactivity of the Pinterest platform is a two-way relationship for Sephora as it's customers. E. Pinterest users can pin favorite products from Sephora's page F. Sephora can pin photos of users trying out its products G. All of the above Answer is all of the above
What are the traits that are the same of the buyers for both high-end homes and horses?
A. need reliable sources of information B. they have little time to search the market themselves C. lack a good grasp of modern media technology D. All the above Answer is all the above.
Which of the following statements about CAN-SPAM is not true?
CAN-SPAM prohibits unsolicited e-mail (spam).
What was required/describe the process of how high-end horse sale advertisements were created on the site.
Detailed forms were required of all sellers to fill out Quality photos and videos were required/to be provided of the horse Then a an accurate portrayal of each animal and its capabilities was created.
From the article called "Writing Excellent Email Subject Lines", it was suggested using fundamentals into your subject line that all started with the letter "U";. From the list below, which one best describes ULTRA-SPECIFIC?
Does the reader know what's being promised?
Which online social media tool had the most resounding success for the Exchange and was their primary social marketing platform.
True or False: Even poor countries get in the cyberwarfare battlefield such as when South Korea was alledged to have executed a successful attack on Sony's U.S. division stealing, releasing and destroying terabytes of private data.
False
True or False: Exploit kits can be purchased by users to protect their computers from malware.
False
True or False: Facebook does not sell display ads.
False
True or False: For Sephora, the engagement level of the Pinterest platform and the emphasis on reaching highly interested potential customers is NOT paying off since they Facebook has far more fans of Sephora.
False
True or False: The Exchanged still distributes its 4-color printed National Sales List booklet despite the costs in addition to their e-mail campaigns, magazine advertising and word of mouth as part of their marketing strategies.
False
True or False: The majority of online shoppers find vendors by clicking on display ads.
False
True or False: Transaction logs are built into client software.
False
_____ involves using any of a variety of means to attract people to your Web site and other social marketing platforms, such as Facebook and Twitter.
Fan acquisition
typically attack governments, organizations, and sometimes individuals for political or social movement purposes.
Hacktivists
The richness made possible by e-commerce technologies does which of the following?
It allows video, audio, and text to be integrated into a single marketing message and consuming experience.
In 2017, what did JPMorgan Chase discover and do about their ads appearing on an estimated 400,000 websites a month using programmatic RTB auctions?
It became suspicious when only 12,000 sites produced any clicks They assigned an intern to visit each site to see if it was appropriate for the bank some 7,000 websites were discovered as being inappropriate for the bank 5,000 websites were left for white-listing as pre-approved websites Chase have not seen any fall-off in the visibility of their ads Chase intends to further narrow down the list of approved websites to a mere 1,000
In 2012, ExchangeHunterJumper created a second listing alternative. What was it called and how did it work?
It was called a "Sale Barn" It was only $300/month and allowed up to 10 horses to be listed A 3-month commitment was required There was no other initial or any other fees After the 3-month initial commitment, it could be deactivated and reactivated as needed at any time The Sale Barn content could be linked to the seller's website, YouTube, Facebook and Twitter feeds to increate awareness It was also available to international sellers at a discount.
Which of the following statements about native advertising is not true?
Native advertising is a new form of advertising found only online.
In terms of technology, NFC stands for what?
Near Field Communication
What forms the core of the Exchange's marketing efforts?
Online social media
In addition to Pandora, which other streaming music service uses a similar Freemium business model?
Spotify
Within the Pandora Music Streaming app, you indicate your preference for a given song by all BUT which of these user actions?
Swipe Left or Right
ExchangeHunterJumper.com was also referred to what (for short) in the case study?
The Exchange
What is a basic difference between the mobile payment technology/solutions between Apple, Google and Samsung VERSUS PayPal and Square?
The basic difference is that Apple, Google, and Samsung Pay are already integrated into the phone itself once your purchase the phone. There's no need to download any additional app. Paypal and Square are different because they are their own payment management system where you actually have to download their app to use it. Although, their apps can be downloadable on any device or phone, no matter the phone company.
What are traditional banks doing to prevent the loss of millions of checking accounts tied to a debit card when they are simply not needed for mobile payments?
They are building their own mobile payment systems and investing in startups to lead the charge.
According to the case, the most popular mobile payment systems are offered by PayPal and Square which were described as financial service software platform firms. PayPal was late to the mobile payment space and beaten by Square which was established in 2009. Identify/describe some of the things that makes Square unique in this space.
They introduced the Square Reader which plugged into an iPhone or iPad and allowed users to easily setup a merchant account and accept credit cards by swiping. They also introduced the Square Register (now called Point of Sale) which turns a tablet device into a point-of-sale terminal and cash register
True or False: A drive-by download is malware that comes with a downloaded file that a user intentionally or unintentionally requests.
True
True or False: According to the case, "The holy grail" of advertising and marketing is to deliver the right message to the right person at the right time.
True
True or False: As consumers continue to move more of their media consumption and computing tasks to mobile devices, marketers have followed, devising an array of methods to extend their branding and marketing efforts to the mobile platform.
True
True or False: Currently, 70% of Pinterest users are women, making it an excellent marketing platform for women's fashion and beaty retailers.
True
True or False: Determining the precise number of customers originating from mobile marketing efforts over a given time period is difficult.
True
True or False: From the article "Email Subject Lines: 15 Rules to Write Them Right", one of the rules was that "There is no sure-fi re formula".
True
True or False: From the article "Email Subject Lines: 15 Rules to Write Them Right", one of the rules was that to "Write and test early and often".
True
True or False: In addition to malicious sites, there are millions of fake sites on the web setup for the sole purpose of displaying ads and generating revenue.
True
True or False: It is expected that by 2021, m-commerce will account for more 50% of all e-commerce in the retail and travel industries.
True
True or False: Large national merchants are developing their own mobile payment systems in an effort to sidestep the credit card companies which charge a 3% transaction fee that gets passed along to the consumer in the form of higher prices.
True
True or False: Online traffic is driven by offline brands and shopping.
True
Many of the fake websites exist or the sole purpose of displaying ads and generating revenue and are typically controlled by _____ which generate clicks but have no real people viewing the ads.
bots
All of the following are limitations of the existing online credit card payment system except:
cost to consumers
Which of the following refers to those forms of social sharing that occur off the major social networks, through alternative communication tools?
dark social
Ad or Advertising ______ use a real-time bidding process in which marketers bid for slots based on their marketing criteria.
exchanges
The number of people exposed to pins on Pinterest is a measure of which of the following?
fan acquisition
Automatically redirecting a Web link to a different address that hackers control is called
pharming
Which of the following is an automated, auction-based method for matching demand and supply for online display ads?
programmatic advertising
Showing the same online ad across multiple websites or channels was referred to as ________.
re-targeting
An email _____ bounce is when you have a valid email address for a sent email message but there is a server delay or some other form of authentication action required in order for the email to be delivered.
soft
Most of the banner display ads that we see on web pages are for what kind of items, services or organizations?
something you have recently searched for
Software that is used to obtain private user information such as a user's keystrokes or copies of e-mail is referred to as:
spyware
A digital certificate contains all of the following except the:
subject's private key
From the article "5 Ways to Make a Good Email Great", which of the following was NOT one of the 5 ways mentioned?
target audience
Which of the following is the second-most popular mobile marketing format?
video advertising
Which of the following involves getting customers to pass along a company's marketing message to friends, family, and colleagues?
viral marketing
One critical different between Samsung Pay and the other guys (Google Wallet and ApplePay) is what?
you can still use traditional swipe-based platforms by holding your phone near the card reader
Which of the following is an example of an online privacy violation?
your online purchasing history being sold to other merchants without your consent
Which of the following involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends?
amplification
An intrusion detection system can perform all of the following functions except:
blocking suspicious activity
From the article "Email Subject Lines: 15 Rules to Write Them Right", one of the rules was to list the key information _____.
first
An email ______ bounce is when you have an email address for a sent email that is no longer valid and can not be delivered.
hard
Which of the following are features of both Pinterest and Twitter?
hashtags
Examples of cyberwarfare attacks that could affect a city or large groups of individuals negatively and seriously include all of the following EXCEPT which one?
interfere with a movie release
Pandora is a good example of the success of the _____ tail on the web because their song recommendation system gives listeners a chance to sample many songs and artists that are less popular but may still fit their preferences perfectly.
long (long-tail)