Question 1

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Accepted Answer

A)  the Law of One Price
B)  dynamic pricing
C)  price discrimination
D)  versioningE) B) and C)
F) A) and B)

Question 2

Which of the following statements about Canada's anti-spam law is not true?

Accepted Answer

A)  Canada's law is based on an opt-in model.
B)  The law has no impact on companies located within the United States.
C)  The first phase of the law went into effect in 2014.
D)  The law applies to e-mail,texts,and social media messaging.E) A) and B)
F) A) and C)

Question 3

Google's AdSense is an example of which of the following?

Accepted Answer

A)  context advertising
B)  SEO
C)  programmatic advertising
D)  viral marketingE) C) and D)
F) None of the above

Question 4

Online traffic is driven by offline brands and shopping.

Accepted Answer

A) True 
 B)False

Question 5

What are web transaction logs,and how do they work in combination with registration forms,shopping cart databases,and tracking files to help firms understand how customers behave online?

Accepted Answer

Transaction logs,which are built into we...

Question 6

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

Accepted Answer

A)  search engines.
B)  online catalogs.
C)  social networks.
D)  targeted banner ads.E) B) and C)
F) A) and C)

Question 7

The highest amount of online advertising spending is for online video ads.

Accepted Answer

A) True 
 B)False

Question 8

Lead generation marketing firms specialize in inbound marketing.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements about the Internet's impact on marketing is not true?

Accepted Answer

A)  The Internet has broadened the scope of marketing communications.
B)  The Internet has decreased the impact of brands.
C)  The Internet has increased the richness of marketing communications.
D)  The Internet has expanded the information intensity of the marketplace.E) All of the above
F) A) and D)

Question 10

What are two methods being developed to track consumers across devices?

Accepted Answer

Two methods being developed to track con...

Question 11

Which of the following involves getting customers to pass along a company's marketing message to friends,family,and colleagues?

Accepted Answer

A)  affiliate marketing
B)  viral marketing
C)  native advertising
D)  lead generation marketingE) A) and B)
F) A) and D)

Question 12

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following online advertising formats involved the least amount of spending in 2016?

Accepted Answer

A)  search
B)  classifieds
C)  rich media
D)  e-mailE) B) and C)
F) None of the above

Question 14

Google introduced ____________ to its search algorithm to weed out low quality sites from search results.

Accepted Answer

A)  Penguin
B)  Hummingbird
C)  Panda
D)  Knowledge GraphE) B) and C)
F) C) and D)

Question 15

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

Accepted Answer

A)  Spending on search engine advertising constitutes over 45% of all online advertising spending.
B)  The top three search engine providers supply over 95% of all online searches.
C)  The click-through rate for search engine marketing has been steady over the years.
D)  Search engine advertising is the fastest growing type of online advertising.E) B) and D)
F) A) and B)

Question 16

Which of the following is an automated,auction-based method for matching supply and demand for online display ads?

Accepted Answer

A)  retargeting
B)  behavioral targeting
C)  programmatic advertising
D)  keyword advertisingE) None of the above
F) A) and B)

Question 17

What is big data and why are marketers interested in it?

Accepted Answer

Big data usually refers to very large da...

Question 18

In the early years of e-commerce,prior to 2000,single,white,young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.

Accepted Answer

A) True 
 B)False

Question 19

The richness made possible by e-commerce technologies does which of the following?

Accepted Answer

A)  It reduces the cost of delivering marketing messages and receiving feedback from users.
B)  It allows consumers to become co-producers of the goods and services being sold.
C)  It allows video,audio,and text to be integrated into a single marketing message and consuming experience.
D)  It enables worldwide customer service and marketing communications.E) A) and B)
F) A) and C)

Question 20

The majority of online shoppers find vendors by clicking on display ads.

Accepted Answer

A) True 
 B)False

Exam 6: E-Commerce Marketing and Advertising Concepts

Which of the following is based on the idea of complete price transparency in a perfect information marketplace?

Correct AnswerverifiedShow Answer

What are two methods being developed to track consumers across devices?

Correct AnswerverifiedTwo methods being developed to track con...View AnswerShow Answer

Which of the following is an automated,auction-based method for matching supply and demand for online display ads?

Correct AnswerverifiedShow Answer

Lead generation marketing firms specialize in inbound marketing.

Correct AnswerverifiedShow Answer

Which of the following online advertising formats involved the least amount of spending in 2016?

Correct AnswerverifiedShow Answer

Google introduced ____________ to its search algorithm to weed out low quality sites from search results.

Correct AnswerverifiedShow Answer

The richness made possible by e-commerce technologies does which of the following?

Correct AnswerverifiedShow Answer

In the early years of e-commerce,prior to 2000,single,white,young college-educated males with high income dominated the Internet in terms of percentage of Internet usage.

Correct AnswerverifiedShow Answer

Which of the following statements about the Internet's impact on marketing is not true?

Correct AnswerverifiedShow Answer

What is big data and why are marketers interested in it?

Correct AnswerverifiedBig data usually refers to very large da...View AnswerShow Answer

Which of the following involves getting customers to pass along a company's marketing message to friends,family,and colleagues?

Correct AnswerverifiedShow Answer

Online traffic is driven by offline brands and shopping.

Correct AnswerverifiedShow Answer

Bundling is the process of selling two or more products together for a price that is less than the sum of the two product's individual prices.

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Google's AdSense is an example of which of the following?

Correct AnswerverifiedShow Answer

The highest amount of online advertising spending is for online video ads.

Correct AnswerverifiedShow Answer

Which of the following statements about Canada's anti-spam law is not true?

Correct AnswerverifiedShow Answer

The majority of online shoppers find vendors by clicking on display ads.

Correct AnswerverifiedShow Answer

All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except:

Correct AnswerverifiedShow Answer

What are web transaction logs,and how do they work in combination with registration forms,shopping cart databases,and tracking files to help firms understand how customers behave online?

Correct AnswerverifiedTransaction logs,which are built into we...View AnswerShow Answer

Correct Answer
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Two methods being developed to track con...
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Big data usually refers to very large da...
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Correct Answer
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Transaction logs,which are built into we...
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