Saudi Electronic University ECOM 101 E-commerce 2013, 9e Chapter 7 E-commerce Marketing Communications 1)The sole purpose of marketing communications is sales

Saudi Electronic University

ECOM 101

E-commerce 2013, 9e

Chapter 7 E-commerce Marketing Communications

1)The sole purpose of marketing communications is sales.

 

 

2)            Online video advertising now accounts for the largest amount of the Internet advertising spending.

 

 

 

3)            The growth rate of search engine advertising is slowing compared to other formats.

 

 

4)            The amount spent on online advertising in 2012 accounts for approximately 10 percent of the total amount spent on all advertising.

 

 

 

5)            Online advertising methods include sponsorships, e-mail marketing, and referrals.

 

 

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

 

 

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

 

 

 

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

 

 

9)            The 2003 CAN-SPAM Act required that the Federal Trade Commission establish a "do not e- mail" registry.

 

 

 

10)          Studies have shown that the most successful marketing campaigns concentrate efforts along a single marketing channel.

 

 

 

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

 

 

12)          Research indicates that social network influence may not extend to distant friends.

 

 

13)          Interest-based advertising is another name for behavioral targeting.

 

 

14)          Display ads produce the highest click-through rates.

 

 

15)          In general, the costs for offline customer acquisition are lower than online, but more effective.

 

 

 

16)          Which of the following is an example of "pull" advertising? A) search engine ads

B)            spam

C)            pop-ups

D)           interstitials

 

 

17)          Which of the following is not one of the current trends in Internet advertising? A) Spending on search engine advertising is overtaken by video ads.

B)            Online ad spending grows as a share of the total advertising budget.

C)            Mobile and local advertising expands.

D)           Display ad marketing continues strong growth.

 

18)          Which of the following advertising messages is a branding communication?

A)           Try Adobe Acrobat Professional 10 free for 30 days.

B)            Free shipping on every item we sell. Buy two or more items to qualify. C) Barnesandnoble.com: The Best Place to Buy Textbooks.

D) 50 percent off all calendars. Shop now while supplies last.

 

 

19)          The amount spent on online advertising in 2012 was approximately:

 

A)           $373 million.

B)            $3.73 billion. C) $37.3 billion.

D) $373 billion.

 

 

20)          Which of the following is not one of the advantages of online advertising?

A)           The Internet is where the audience is moving.

B)            Online ads provide for greater interactivity with the customer. C) Online costs versus benefits are well established and understood.

D) Online advertising can target ads to narrow market segments.

 

 

21)          Which of the following online advertising formats is the most effective?

A)           banner ads

B)            rich media ads C) video ads

D) e-mail

 

 

22)          Which of the following online advertising formats attracted the least amount of spending in 2012?

A)           search

B)            classifieds

C)            rich media D) e-mail

 

 

23)          Which of the following forms of online advertising is growing the fastest?

A)           paid search

B)            sponsorships C) video

D) rich media

 

24)          The size of a leaderboard is: A) 728 × 90 pixels.

B)            300 × 600 pixels.

C)            160 × 600 pixels.

D)           180 × 150 pixels.

 

 

25)          If you want to determine the size of your Web site's audience, the metric you will use for the most accurate measurement will be:

A)           page   views. B) unique visitors.

C)            hits.

D)           reach.

 

 

 

26)          Which of the following types of display ads is 160 × 600 pixels?

A)           leaderboard

B)            half-page ad

C)            medium rectangle D) wide skyscraper

 

 

27)          All of the following statements about interstitials are true except:

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.

 

 

28)          Which of the following is not one of the four main methods advertisers use to behaviorally target ads?

A)           Nielsen ratings

B)            data collected from social networks

C)            integration of offline data

D)           clickstream data

 

 

29)          Search engine advertising expenditures in 2012 were approximately:

A)           $17 million.

B)            $170 million.

C)            $1.7 million.

D)           $17 billion.

 

 

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

A)           Spending on search engine advertising constitutes around 46 percent 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.

 

 

 

31)          Research studies have shown that viewers scan search engine results pages: A) in an "F" shaped pattern with greater attention to the left side of the page.

B)            in an inverted "T" pattern with greater attention to the left side of the page.

C)            from top to bottom, with little consideration for elements along either margin of the page.

D)           from top to bottom, with the greatest attention to the right side of the page.

 

 

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

A)           social search

B)            link farms

C)            content farms

D)           click fraud

 

 

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

A)           sponsorship

B)            banner swapping

C)            affiliate relationship

D)           public relations

 

 

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

A)           2 B) 5

C)            25

D)           50

 

 

35)          Legitimate e-mail addresses based on a high-quality commercial opt-in e-mail list might cost

 

                per thousand.

A)           50 cents to $1 B) $5 to $10

C) $50 to $100

D) $500 to $1000

 

 

36)          The percentage of all e-mail that is spam was approximately       percent in 2012.

A)           30

B)            50 C) 70

D) 90

 

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

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.

 

 

38)          CAN-SPAM imposes fines of       for each unsolicited pornographic e-mail.

A)           $1 B) $10

C) $100

D) $1000

 

 

 

39)          Direct e-mail marketing refers to marketing e-mails sent to:

A)           recipients who have expressed an interest in receiving messages from that advertiser.

B)            any recipient from a verifiable company e-mail address.

C)            recipients who have signed on to a company's e-mail list.

D)           recipients with known names and addresses.

 

 

40)          Promoted Trends is an example of which of the following types of online advertising?

A)           blog advertising

B)            interest-based advertising

C)            game advertising

D)           social network advertising

41)          Which of the following generated the most social advertising revenues in 2012?

 

A)           MySpace

B)            YouTube

C)            Twitter D) Facebook

 

 

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

A)           referral marketing.

B)            nonlinear video advertisement.

C)            behavioral targeting. D) viral marketing.

 

 

43)          Impressions are a measure of the:

A)           number of times an ad is clicked. B) number of times an ad is served.

C)            number of http requests.

D)           number of pages viewed.

 

 

44)          View-through rate measures the             response rate to an ad.

A)           30-minute

B)            24-hour

C)            7-day D) 30-day

 

 

45)          Hits are a measure of the:

A)           number of times an ad is clicked.

B)            number of times an ad is served. C) number of http requests.

D) number of pages viewed.

 

46)          CTR is a measure of the:

A)           percentage of times an ad is clicked.

B)            number of times an ad is served.

C)            number of http requests.

D)           number of pages viewed.

 

 

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

A)           loyalty B) stickiness

C)            recency

D)           retention rate

 

 

48)          Acquisition rate is a measure of the:

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.

 

 

49)          Recency refers to the:

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.

 

 

50)          Conversion rate is a measure of the:

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.

 

 

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

A)           conversion rate

B)            cart conversion rate C) browse-to-buy ratio

D) view-to-cart ratio

 

 

52)          Which of the following measures the ratio of actual orders to checkouts started?

 

A)           checkout conversion rate

B)            conversion rate

C)            acquisition rate

D)           cart conversion rate

 

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

A)           paid   inclusion B) network keyword

C)            keyword

D)           social

 

 

54)          Typical click-through rates for an online display ad are:

A) .02%-.16%.

B) .03%-.30%.

C) 1.5%-2%.

D) 3%-6%.

 

 

 

55)          Which of the following forms of online advertising typically has the highest click-through rate?

A)           e-mail marketing in-house list

B)            interstitials

C)            search engine keyword purchase

D)           sponsorships

 

 

56)          The typical dwell rate for rich media and video ads is:

A) 1%-2%.

B) 4%-5%.

C) 7%-8%.

D) 10%-12%.

 

 

57)          Purchasing an online ad on a CPA basis means that the advertiser:

A)           pays for impressions in 1,000 unit lots.

B)            pays a prenegotiated fee for each click an ad receives.

C)            pays only for those users who perform a specific action, such as registering, purchasing, etc.

D)           exchanges something of equal value for the ad space.

58)          Purchasing an online ad on a CPC basis means that the advertiser:

 

A)           pays for impressions in 1,000 unit lots.

B)            pays a prenegotiated fee for each click an ad receives.

C)            pays only for those users who perform a specific action, such as registering, purchasing, etc.

D)           exchanges something of equal value for the ad space.

 

 

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

A)           5 cents B) $5

C) $50

D) $500

 

 

60)          The most expensive form of online advertising on a per thousand viewer basis is a(n): A) exclusive sponsorship arrangement.

B)            e-mail campaign.

C)            banner ad.

D)           rich media ad.

 

 

61)          All of the following are true statements about the choice of a domain name except:

A)           A domain name should be short.

B)            Domain names play an important role in reinforcing an existing brand and developing a new brand.

C)            Having a dot-com domain is no longer considered preferable, especially in the United States.

D)           It is possible to buy domain names.

 

62)          According to the Fogg et al. 2003 study, which of the following is the most important factor in the credibility of a Web site?

A)           information design/structure

B)            information focus C) design look

D) information usefulness

 

63)          Amazon's "one-click" purchase capability is an example of using                to enhance sales.

A)           advertising

B)            search engine functionality C) Web site functionality

D) offline communications

 

64)          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:

A)           design look.

B)            credibility.

C)            content quality.

D)           simple navigation.

 

 

65)          Which of the following is not a major Web design feature that impacts online purchasing? A) redundant navigation

B)            fast download times

C)            easy product list navigation

D)           responsiveness