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Exam 6: E-Commerce Marketing and Advertising Concepts

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Question 21

Multiple Choice

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Cross-platform attribution refers to:

A) how to assign credit to different marketing initiatives.
B) understanding why visitors to a website purchase a product.
C) understanding how impressions lead to visits.
D) understanding why people click on ads.

E) A) and C)
F) B) and C)

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Question 22

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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.

A) True
B) False

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Question 23

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Research has found that most of the ad impressions served across display advertising platforms are not viewable.

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

Which of the following is the most important tool in establishing a relationship with the customer?

Amazon's Associates program is an example of which of the following?

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

Which of the following would you implement to collect and analyze your company's big data?

Which of the following measures the average length of stay at a website?

All of the following are fixed price strategies except:

Research shows the two key factors shaping the decision to purchase online are utility and trust.

All of the following are "traditional" online marketing tools except:

Discuss the revolution in Internet marketing technologies. What are the four main broad impacts the Internet has had on marketing?

________ is an open source database that can store and analyze both structured and unstructured data.

Which of the following is the most meaningful metric for video ads?

Lead generation marketing firms specialize in inbound marketing.

Which of the following online advertising formats attracted the least amount of spending in 2017?

Which of the following forms of online advertising is expected to grow the fastest between 2017 and 2021?

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

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