Question 1

The dial-up audience is ________ the broadband audience.

Accepted Answer

A)  virtually indistinguishable from
B)  more educated than
C)  less intensely involved with the Internet than
D)  wealthier than

Question 2

Which of the following is not a feature that is driving social e-commerce growth?

Accepted Answer

A)  social sign-on
B)  network notification
C)  collaborative shopping
D)  personal intelligent agents

Question 3

Which of the following activities is the one engaged in by the highest percentage of online users?

Accepted Answer

A)  using e-mail
B)  using a social networking site
C)  researching products and services
D)  reading news

Question 4

Which of the following examples illustrates the "Long Tail" phenomenon?

Accepted Answer

A)  Rhapsody music streaming service reported that its no play rate had increased to over 20 percent.
B)  The number of blockbuster "winner take all" video titles is declining.
C)  Amazon sells a larger number of obscure books than hit books.
D)  The average blog has a readership of slightly more than 1.

Question 5

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Accepted Answer

The answer of ________ behavior refers to the transaction log...

Question 6

Which of the following is not true about search engine advertising?

Accepted Answer

A)  Spending on search engine advertising constitutes almost half of all online advertising spending.
B)  The top three search engine providers supply over 95 percent of all online searches.
C)  The click-through rate for search engine marketing has been fairly steady over the years.
D)  Search engine advertising is the fastest growing type of online advertising.

Question 7

Sending e-mail marketing messages is typically less costly than sending direct mail marketing messages.

Accepted Answer

A) True 
 B)False

Question 8

A majority of states in the United States have laws regulating or prohibiting spam.

Accepted Answer

A) True 
 B)False

Question 9

Google's AdSense is an example of network keyword or ________ advertising.

Accepted Answer

The answer of Google's AdSense is an example of network...

Question 10

In ________, one Web site agrees to pay another Web site a commission for new business opportunities it refers to the site.

Accepted Answer

The answer of In ________, one Web site agrees to...

Question 11

E-commerce is a major conduit and generator of offline commerce.

Accepted Answer

A) True 
 B)False

Question 12

Search engine marketing saves consumers cognitive energy and reduces search costs.

Accepted Answer

A) True 
 B)False

Question 13

The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

Accepted Answer

The answer of The ________ rate is an e-mail campaign...

Question 14

Conversion rate is a measure of the:

Accepted Answer

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 shoppers who do not return within a year after their initial purchase.

Question 15

Which of the following measures the ratio of items purchased to product views?

Accepted Answer

A)  conversion rate
B)  cart conversion rate
C)  browse-to-buy ratio
D)  view-to-cart ratio

Question 16

Which of the following measures the average length of stay at a Web site?

Accepted Answer

A)  loyalty
B)  stickiness
C)  recency
D)  retention rate

Question 17

________ involves using the social graph to communicate brand images and to directly promote sales of products and services.

Accepted Answer

Social mar...

Question 18

In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.

Accepted Answer

A)  paid inclusion
B)  network keyword
C)  keyword
D)  social

Question 19

Online shoppers tend to browse for available products rather than search for specific products they have determined in advance.

Accepted Answer

A) True 
 B)False

Question 20

A typical response rate for an e-mail campaign would be ________ percent.

Accepted Answer

A)  2
B)  5
C)  25
D)  50

Exam 6: E-Commerce Marketing and Advertising Concepts

Which of the following examples illustrates the "Long Tail" phenomenon?

Correct AnswerverifiedShow Answer

________ involves using the social graph to communicate brand images and to directly promote sales of products and services.

Correct AnswerverifiedSocial mar...View AnswerShow Answer

In ________, one Web site agrees to pay another Web site a commission for new business opportunities it refers to the site.

Correct AnswerverifiedShow Answer

A majority of states in the United States have laws regulating or prohibiting spam.

Correct AnswerverifiedShow Answer

Which of the following activities is the one engaged in by the highest percentage of online users?

Correct AnswerverifiedShow Answer

Which of the following is not a feature that is driving social e-commerce growth?

Correct AnswerverifiedShow Answer

________ behavior refers to the transaction log that consumers establish as they move about the Web from site to site.

Correct AnswerverifiedShow Answer

Google's AdSense is an example of network keyword or ________ advertising.

Correct AnswerverifiedShow Answer

Which of the following measures the ratio of items purchased to product views?

Correct AnswerverifiedShow Answer

In ________ advertising, companies pay for ads to be placed dynamically on any participating Web site that the search engine determines is appropriate.

Correct AnswerverifiedShow Answer

Which of the following is not true about search engine advertising?

Correct AnswerverifiedShow Answer

E-commerce is a major conduit and generator of offline commerce.

Correct AnswerverifiedShow Answer

Online shoppers tend to browse for available products rather than search for specific products they have determined in advance.

Correct AnswerverifiedShow Answer

A typical response rate for an e-mail campaign would be ________ percent.

Correct AnswerverifiedShow Answer

The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.

Correct AnswerverifiedShow Answer

The dial-up audience is ________ the broadband audience.

Correct AnswerverifiedShow Answer

Search engine marketing saves consumers cognitive energy and reduces search costs.

Correct AnswerverifiedShow Answer

Conversion rate is a measure of the:

Correct AnswerverifiedShow Answer

Sending e-mail marketing messages is typically less costly than sending direct mail marketing messages.

Correct AnswerverifiedShow Answer

Which of the following measures the average length of stay at a Web site?

Correct AnswerverifiedShow Answer

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