Question 1

________ rate measures the percentage of customers who purchase once but never return within a year.

Accepted Answer

The answer of ________ rate measures the percentage of customers...

Question 2

Recency refers to the:

Accepted Answer

A)   percentage of customers who do not return during the next year after an initial purchase.
B)   time elapsed since the last action taken 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.

Question 3

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 4

What does Web site functionality mean, and how important is this quality to online marketing efforts? What other qualities of a Web site are important?

Accepted Answer

Web site functionality refers to how wel...

Question 5

A(n) ________ permits a firm to place its logo, banner ad, or text link on another firm's Web site from which users of that site can click through to the originating site.

Accepted Answer

affiliate ...

Question 6

Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:

Accepted Answer

A)   design look.
B)   credibility.
C)   content quality.
D)   simple navigation.

Question 7

Which of the following is not a practice that degrades the results and usefulness of search engines?

Accepted Answer

A)   social search
B)   link farms
C)   content farms
D)   click fraud

Question 8

A typical banner ad might cost ________ per 1,000 impressions.

Accepted Answer

A)   5 cents
B)   $5
C)   $50
D)   $500

Question 9

All of the following statements about interstitials are true except:

Accepted Answer

A)   Interstitials typically appear as a user moves from one page to another.
B)   Interstitials typically last 30 seconds.
C)   Interstitials are full-page messages.
D)   Interstitials can be deployed over an advertising network.

Question 10

All of the following statements about CAN-SPAM are true except:

Accepted Answer

A)   CAN-SPAM went into effect in January 2004.
B)   CAN-SPAM prohibits unsolicited e-mail (spam) .
C)   CAN-SPAM prohibits the use of deceptive subject lines and false headers.
D)   Large spammers are among CAN-SPAM's biggest supporters.

Question 11

Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:

Accepted Answer

A)   referral marketing.
B)   nonlinear video advertisement.
C)   behavioral targeting.
D)   viral marketing.

Question 12

The most expensive form of online advertising on a per thousand viewer basis is a(n) :

Accepted Answer

A)   exclusive sponsorship arrangement.
B)   e-mail campaign.
C)   banner ad.
D)   rich media ad.

Question 13

Search engine advertising expenditures in 2012 were approximately:

Accepted Answer

A)   $17 million.
B)   $170 million.
C)   $1.7 million.
D)   $17 billion.

Question 14

Describe the steps you would take if you want to optimize your rankings in search engine results.

Accepted Answer

The first step in improving a firm's sea...

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

The amount spent on online advertising in 2012 was approximately:

Accepted Answer

A)   $373 million.
B)   $3.73 billion.
C)   $37.3 billion.
D)   $373 billion.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?

Accepted Answer

A)   sponsorship
B)   banner swapping
C)   affiliate relationship
D)   public relations

Question 20

Spending on social advertising is less than 10 percent of spending on all online advertising.

Accepted Answer

A) True 
 B)False

Exam 7: E-Commerce Marketing Communications

________ rate measures the percentage of customers who purchase once but never return within a year.

Correct AnswerverifiedShow Answer

Spending on social advertising is less than 10 percent of spending on all online advertising.

Correct AnswerverifiedShow Answer

What does Web site functionality mean, and how important is this quality to online marketing efforts? What other qualities of a Web site are important?

Correct AnswerverifiedWeb site functionality refers to how wel...View AnswerShow Answer

All of the following statements about interstitials are true except:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Frequency of Web site use is a function of four independent variables: Web site organization, perceived ease of use, perceived usefulness of the Web site, and:

Correct AnswerverifiedShow Answer

Axe's posting of video ads online that were subsequently forwarded and shared by millions of Internet users is an example of:

Correct AnswerverifiedShow Answer

Describe the steps you would take if you want to optimize your rankings in search engine results.

Correct AnswerverifiedThe first step in improving a firm's sea...View AnswerShow Answer

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

Correct AnswerverifiedShow Answer

Which of the following is not a practice that degrades the results and usefulness of search engines?

Correct AnswerverifiedShow Answer

Recency refers to the:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A(n) ________ permits a firm to place its logo, banner ad, or text link on another firm's Web site from which users of that site can click through to the originating site.

Correct Answerverifiedaffiliate ...View AnswerShow Answer

All of the following statements about CAN-SPAM are true except:

Correct AnswerverifiedShow Answer

Search engine advertising expenditures in 2012 were approximately:

Correct AnswerverifiedShow Answer

The most expensive form of online advertising on a per thousand viewer basis is a(n) :

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

A Crayola arts-and-crafts column on a parenting Web site is an example of what form of advertising?

Correct AnswerverifiedShow Answer

A typical banner ad might cost ________ per 1,000 impressions.

Correct AnswerverifiedShow Answer

The amount spent on online advertising in 2012 was approximately:

Correct AnswerverifiedShow Answer

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Web site functionality refers to how wel...
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The first step in improving a firm's sea...
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affiliate ...
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