California State University, East Bay

Homework of ITM 4278

Chapter 6 E-commerce Marketing and Advertising Concepts

1)Research has found that of all the standard formats of display ads, leaderboard ads are the most effective at getting and holding a user's attention.

2. Social media influence is an important factor in why consumers choose the online channel.

3. The concept of "customer satisfaction" is broader than the concept of "customer experience.

4. 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.

5. Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results?

6. Which of the following would you implement to collect and analyze your company's Big Data?

7. Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018?

8. In 2014, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education?

9. Which of the following search engine algorithm updates enables Google's search engine to evaluate an entire sentence rather than just a key word?

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

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

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

13. Which of the following is not a primary source of ad fraud?

14. Which of the following statements about CAN-SPAM is not true?