question

Which of the following examples illustrates the "Long Tail" phenomenon?

answer

Amazon sells a larger number of obscure books than hit books.

question

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

answer

checkout conversion rate

question

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

answer

Video

question

Acquisition rate is a measure of the:

answer

percentage of visitors who indicate an interest in a site's products by registering or visiting a product's pages.

question

Conversion rate is a measure of the?

answer

percentage of visitors who become customers.

question

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

answer

pays a pre-negotiated fee for each click an ad receives.

question

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

answer

unique visitors.

question

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

answer

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

question

chapter 6 tells us that, on search engines, __________________ inclusion and ranking of sites in search results depends on a more or less unbiased application of a set of rules (algorithm) imposed by the search engine. (Which of the following words/phrases BEST completes the sentence?

answer

organic search

question

Chapter 6 tells us that, while trust in the seller is one of the most influential factors in the online purchasing decision, neither price nor free shipping has much influence at all. True False

answer

False

question

Caitlin Crosby lives in O'Fallon, MO, and is building a new house. Recently, she googled the one word "appliances," and the first search results listed were for businesses that sell appliances in, or close to O'Fallon. Chapter 6 tells us that the businesses whose Web sites were listed first in Caitlin's search results are involved with

answer

local search marketing

question

To promote its Spring 2013 Runway Show, apparel brand Calvin Klein partnered with VanityFair.com to market its products in VanityFair.com's Style section. The ad buy included expandable banners with integrated social media links, and logos that linked directly to the Calvin Klein's Tumblr page. That the ads appeared alongside Vanity Fair's 2012 International Best-Dressed List added campaign credibility, and gave the sponsorship the appearance of seamless integration. Based on the information in Chapter 6, what type of online marketing is described by this brief synopsis?

answer

Sponsorship Marketing

question

According to the information presented in Chapter 6, only a small proportion of shoppers use search engines to locate online vendors or the products and/or services in which they are interested T F

answer

False

question

In 2004, friends told friends, who told other friends and family members, and so on, and so on, about Burger King's "Subservient Chicken" Web site. On the Web page, a man in a chicken costume performed a wide range of actions based on a user's input, showing pre-recorded footage and appearing like an interactive webcam. The site, took literally BK's advertising slogan "Get chicken just the way you like it," as demonstrated by the fact that the Chicken could respond to more than 300 commands. It is rather evident from this brief summary that BK was involved with

answer

Viral Marketing

question

Not long ago, your sister, Kate, told you that her job involves purchasing keywords through a bidding process at search sites, and whenever a consumer searches for that word, her employer's advertisement shows up somewhere on the page (assuming she's bid high enough). Based on the discussions in Chapter 3 of our textbook, with what type of advertising is Kate involved?

answer

Keyword Advertising

question

According to Chapter 3 of our textbook, paid inclusion and placement, link farms, content farms and click fraud all are issues related to

answer

search engine marketing.

question

Which of the following is NOT one of the points made in the article, "Six Simple Principles of Viral Marketing?" a. Most people are social, and social scientists tell us that each person has a network of 8 to 12 people in his or her network of friends, family, and associates. b. Learn to place your viral message into existing communications between people, and you rapidly multiply its dispersion. c. Network marketers have long understood the power of human networks, both the strong, close networks as well as the weaker networked relationships. d. People on the Internet develop networks of relationships, too: they collect email addresses and favorite website URLs.

answer

None of these; that is, ALL are points made in the article, "Six Simple Principles of Viral Marketing."

question

Which of the following is NOT one of the points made in the article, "Six Simple Principles of Viral Marketing?" A. The most creative viral marketing plans use the online marketer's own resources, rather then the resources of others, to get the word out. B. Affiliate programs place text or graphic links on others' websites. C. A news release can be picked up by hundreds of periodicals and form the basis of articles seen by hundreds of thousands of readers. D. Authors who give away free articles, seek to position their articles on others' webpages. E. None of these; that is, ALL are points made in the article, "Six Simple Principles of Viral Marketing."

answer

A. The most creative viral marketing plans use the online marketer's own resources, rather then the resources of others, to get the word out.

question

Online video advertising now accounts for the largest amount of the Internet advertising spending. True False

answer

False

question

Search engine marketing saves consumers cognitive energy and reduces search costs T F

answer

True

question

In Dr. Pettijohn's "12 Keys" tutorial, he says, "Just like there's a whole science of retail store layout to maximize sales, there's the same for e-commerce." He provides an example of this "science" by showing an image that looks like a multi-colored weather map superimposed over a Web page. What is this image called?

answer

A Heatmap

question

In his "12 Keys..." tutorial, in the slides dealing with Key 10, "Quality Customer Service," Dr. Pettijohn includes a graphic entitled, "BAD LANGUAGE: The Cost of a Dissatisfied Customer." That graphic points out that "Of all the customers who may have a problem when they deal with your company, only 1 in _____ people will complain to you about it; instead, the graphic goes on to say, each unhappy customer will tell 8 to 20 people about their bad experience with your shop

answer

25

question

In his "12 Keys..." tutorial, Dr. Pettijohn includes several slides that present "5 Reasons Your Customers Abandon Their Shopping Carts." The third reason for cart abandonment mentioned in those slides is "it takes too long to close the deal." In that discussion, Dr. Pettijohn said that "______________ defined f a s t ordering" with it's [Buy now with 1-Click] button.

answer

Amazon

question

An e-commerce Web site's "conversion rate," the percentage of shoppers who actually make a purchase, when they visit an online store, usually ranges from 50% to 75%. T or F

answer

False

question

According to Dr. Pettijohn's "12 Keys..." tutorial, one of the reasons for the abandonment of online shopping carts is that browsing the Web site in question takes too long. T or F

answer

True

question

Which of the following does NOT correctly state one of "Dr. Wilson's USP Guidelines" as they were presented in Dr. Pettijohn's "12 Keys" Tutorial?

answer

Your USP is best stated in one or two sentences.

question

The first Key in Dr. Pettijohn's "12 Keys" PPT Tutorial is "A Compelling USP." For what do the letters in the acronym 'USP" stand? Uniform Selling Prices Unique Selling Prices Unequaled Selling Prices Uniform Security Policy None of these

answer

None of these

question

According to Dr. Pettijohn's "12 Keys" tutorial, online stores generally make a great deal of money (i.e., profit) on first time buyers. T or F

answer

False

question

According to Dr. Pettijohn's "12 Keys ..." tutorial, what is Cart32?

answer

Cart32 is a shopping cart program that was developed by a MSU CIS professor. None of these

question

In his "12 Keys..." tutorial, Dr. Pettijohn includes several slides that present "5 Reasons Your Customers Abandon Their Shopping Carts." The fourth reason for cart abandonment mentioned in those slides is "Customers don't feel safe in your store." Which of the following statements with respect to the safety issue does NOT correctly reflect the points presented?

answer

The human touch is not important in the faceless world of the Web.

question

According to "The Web Marketing Checklist," search engines expect that the first paragraph of the body text of a Web page will contain the important keywords for the document (this is where most people write an introduction to the content of the page). T or F

answer

True

question

Which of the following statements does NOT correctly reflect the advice given in "The Web Marketing Checklist?

answer

Online businesses should discontinue print advertising, even that advertising that has been effective.

question

According to "The Web Marketing Checklist," perhaps the most important, and expensive, (marketing) strategy is to rank highly for your preferred keywords on the main search engines in "organic" or "natural" searches, as opposed to paid ads. T or F

answer

False It's perhaps the most important, and INexpensive, strategy

question

According to "The Web Marketing Checklist," search engines look for clues to the focus of a Web page. When they see words hyperlinked in your body text, however, they ignore these because hyperlinks seldom contain important keywords or key phrases. T or F

answer

False

question

According to "The Web Marketing Checklist," one of the best ways to rank well on search engines for a particular keyword or phrase is to develop unique and relevant content (i.e., a separate Web page) on your site focusing on that keyword or phrase. T or F

answer

True

question

According to "The Web Marketing Checklist," a ____________ e-mail is a message sent to an existing customer to initiate, remind, confirm, or express thanks.

answer

transactional

question

According to "The Web Marketing Checklist," the key to the best viral marketing is the ability to create something that generates "buzz" and is so interesting, fascinating, fun, or bizarre that it gets passed by viewers to their friends via e-mail and social networks -- thousands of time -- so that it propels more and more people to your website. T or F

answer

True

question

According to "The Web Marketing Checklist," Google AdWords is a _____ advertising program.

answer

PPC

question

One piece of advice given in "The Web Marketing Checklist" says to "submit your site to key directories. A "directory" is

answer

a hierarchical listing of Web sites sorted according to category and subcategory.

question

Which of the following statements does NOT correctly reflect the advice given in "The Web Marketing Checklist?

answer

Online forums and discussion lists are "old school" social media and are a waste of time when it comes to marketing your online business.

question

Spiders scan hyperlinks (both the on-page text and the hyperlink syntax itself). If, for instance, on the CementCity.com Web site, some hyperlinked words say "advantages of Rainbow Cement", the spider takes note of it. If the file name of the URL this hyperlink points to is "advantages_of_rainbow_cement.html", however, that is the kind of trickery for which spiders are searching, and the Website's ranking could be penalized. T or F

answer

False

question

When a search engine spider sees congruency among the title, the meta tags, the headings and the body text for a particular Web page, the search engine will rank the page higher for its keywords, because it is confident that the page is relevant to those particular keywords. T or F

answer

True

question

According to the SEO: Keywords Primer, the following statement would most likely be which element of a Web page's content? (Which HTML meta tag would you be most likely to find around it?) "This software uses keywords to help you locate niche opportunities that are both profitable and not too competitive, computing relative profitability based on conversion rate (CR), click-through rate (CTR), cost per click (CPC), Keyword Effectiveness Index (KEI), Pay Per Click Effectiveness Index (PPCEI), and bid prices."

answer

Description

question

Which of the following does NOT correctly reflect the information provided in the SEO: Keywords Primer regarding search engine spiders? A. None of these; that is, ALL correctly reflect the content of the Primer. B. In the early days of the commercial Internet, the prevailing approach to SEO was to trick and/or manipulate search engine spiders, but today that is difficult to do. C. Spiders like Googlebot may have what sounds like an impossible job to do, but they are smart; that is, they know when someone is trying to trick them. D. What webmasters need to do is help search engine spiders find the information for which they are looking. E. Webmasters need to make a search engine spider's job easy, so that as it hurriedly crawls around of a website, it has a myriad of carefully selected clues to guide it.

answer

A. None of these; that is, ALL correctly reflect the content of the Primer.

question

According to the SEO: Keywords Primer, the name of a particular HTML tag generally identifies that tag's purpose. T or F

answer

True

question

According to Part 2 of Dr. Pettijohn's SM tutorial, which of the following words/phrases BEST identifies the lines of text you see below? Missouri State University

answer

HTML source code

question

When the Internet was young, search engines weren't too smart; that is all you had to do was repeat a keyword dozens of times on its webpage, and the page would almost magically shoot to the top of the rankings. Today, this practice is ... (Which of the following phrases BEST completes the sentence?) A. considered "must do" item in a Web marketer's tool box. B. just as valid as it was when the Internet was young. C. considered spamming by competitors, but a "best practice" by Google SEO experts. D. considered spamming and can result in a much higher, but not a top, ranking in search engine results. E. None of these phrases correctly completes the sentence.

answer

E. None of these phrases correctly completes the sentence.

question

According to Parts 1 and 2 of Dr. Pettijohn's SM Tutorial, you need to understand at least the basics of search engine rankings to attract people to your Web site. These basics include: 1) _______________________________; 2) How does a Web site get higher rankings?; and 3) Does one have to pay someone to increase their search engine ranking?

answer

What is search engine ranking all about?

question

According to Parts 1 and 2 of Dr. Pettijohn's SM Tutorial, SE ranking is fundamentally based on two factor: the keywords on a Web page, and

answer

the pattern of links to that Website from other Web sites. None of these phrases correctly completes the sentence.

question

According to Parts 1&2 of Dr. Pettijohn's SM Tutorial, search engine spiders are used to attempted tricks involving titles, meta tags, and headings, so when they encounter the body text, they can easily spot attempted deception. T or F

answer

True

question

Which of the following statements is NOT consistent with the information presented in Part 2 of Dr. Pettijohn's SM tutorial?

answer

Each HTML subheadings (H3, for example) should contain five to ten keywords for its section of the document.

question

According to Part 2 of Dr. Pettijohn's SM tutorial, _________ is the most important element of a Web page, both for search engine spiders and for the searcher.

answer

None of these

question

In Parts 1 and 2 of his SM Tutorial, Dr. Pettijohn says that _________________ are "software that automatically browse the Web and keep a copy of visited pages in its database."

answer

Web Spiders

question

According to Part 3 of Dr. Pettijohn's SM Tutorial, Google determines the context of each link based on several factors. Which of the following is NOT one of those factors? A. the relative importance of the Web site itself B. the degree of security features present each page of the linked-to Web site C. the keywords on the webpage containing the link D. any keywords contained in the hyperlink itself E. None of these; that is, all were mentioned in the tutorial as factors that determine a link's context.

answer

B. the degree of security features present each page of the linked-to Web site

question

According to Part 3 of Dr. Pettijohn's SM tutorial, some search engine spiders, but not Googlebot, skip over the "Keyword" HTML meta tag. T or F

answer

False

question

According to Part 5 of Dr. Pettijohn's SM tutorial, Google AdWords ads do not include graphics; that is, they are text-based only. T or F

answer

True

question

Assume that you are owner of a Web site called GrasslessSidewalks.com, and that a few minutes ago you searched on the following term in Google: link:www.grasslesssidewalks.com. What was the purpose of your search?

answer

to discover what other Web sites link to your Web site

question

Assume that you are the owner of GrassFreeConcrete.com, and that you are investigating Google's AdWords program. That investigation, of course, involves a thorough review on your part of how much you are willing to pay each time a "googler" (i.e., someone who is searching for a term using Google) clicks on one of your AdWords ads. What term does Google use to refer to each of your pay-per-click payments?

answer

keyword bid

question

According to Part 3 of Dr. Pettijohn's SM tutorial, what is "the goal" of paid search?

answer

to convert searchers on search engines to visitors to your Web site via "sponsored links" on search engine results pages

question

According to Part 3 of Dr. Pettijohn's SM Tutorial, there are two ways to find a Web page's PageRank. Which of the following is one of them?

answer

install and use Google Toolbar

question

According to Part 3 of Dr. Pettijohn's SM tutorial, Google's search engine analyzes page content, but instead of simply scanning for page-based text (which can be manipulated by site publishers through meta-tags), Google's technology analyzes the full content of a page and factors in fonts, subdivisions and the precise location of each word. t or f

answer

true

question

In its discussion of Linking Strategies, the SM: Linkages primer points out that "early in the history of e-commerce, Amazon.com devised a way to get other sites to link to its site. What did Amazon.com do?

answer

It paid the other sites, by means of it affiliate program, to link back to Amazon.com, thus producing an incoming link for the big e-tailer.

question

The discussion of "Linking Strategies," included in the SM: Linkages primer, points out tha an innovative, interesting, informative, and/or controversial business blog can be used to secure incoming links. To obtain those links (and get credit for them on Google), the primer says that it is vital that the blog be hosted ______________________________, rather than on that of an application service provider.

answer

on your own Web site

question

Which of the following statements is NOT correct with respect to the SM: Linkages primer's discussion of the linkage map of the Internet that forms Google's superstructure?

answer

Usually, the industry hubs are the sites with the fewest links to them and the most links from them.

question

Google Toolbar (toolbar.google.com), which installs in a web browser, can be configured to display Google's PageRank (on a 1 to 1000 scale) for each page it indexes. T or F

answer

F Google Toolbar can be configured to display PageRank, but PageRank is a number from 1 to 10, not from 1 to 1000.

question

While the number of incoming links can easily be determined, from a practical standpoint the amount of time to analyze the data obtained in this manner can be quite daunting. Unfortunately for the e-marketer, however, the Internet regulators do not allow the use of software designed to automate and simplify this task due to privacy concerns.. T or F

answer

False

question

In its presentation of the Do's and Don'ts for Engaging in Good Schema Markup Practice, the Do's and Don't article gives an example similar to the following: TroutFishing.com may have a subpage for both fishing in Montana and fishing in Idaho. Good practice will ensure that TroutFishing.com/montana relates to your trout fishing in Montana page, while TroutFishing.com/idaho relates to your trout fishing in Idaho page. What name does the article give to this practice?

answer

canonicalisation

question

According to the "Improve User Experience" section of the SEO Do's and Don'ts article, where should you place a Web page's most important information? (BEST answer, please; that is, the answer that reflects the advice provided in the article.)

answer

Above the fold

question

Which of the following does NOT correctly reflect the advice given in the "Be Accessible" Do's and Don'ts section of the SEO Do's and Don'ts article?

answer

Never include a Search Box panel on your Web page, because it makes it too easy for potential customers to "click off into cyberspace."

question

According to the "Engage in Good Linking Practice" section of the SEO Do's and Don'ts article, you should have content on your Web site that is quotable, sharable, and easy to reference, because this gives rise to what the article refers to as

answer

Editorial Links.

question

Which of the following statements does NOT correctly reflect the advice given in the "Accessibility" Do's and Don'ts" section of the SEO Do's and Don'ts article?

answer

Do provide a link to every individual page on your Web site from your homepage.

question

Which of the following statements does NOT correctly reflect the advice given in the "Engage in Good Schema Markup Practice" Do's and Don't section of the SEO Do's and Don'ts article?

answer

If possible, you should include numerous "infinite loops" (two pages that keep linking to one another) on your Web site, so that users will have to spend more time looking at the products/services you are offering them.

question

According to the SEO Do's and Don'ts article, _________________ is an algorithm update introduced by Google in 2014 that awards geographical relevance to searches.

answer

Pigeon

question

According to the 6 Small Business Marketing Tools article, what is Highrise?

answer

a customer relationship management tool that allows salespeople to manage their prospect database and track the status of deals that are in the works

question

According to Dr. Pettijohn's Tracking Online Ads tutorial, studies have shown that brand awareness decreases as time since last exposure to an ad decreases. T or F

answer

False

question

Last night, a colleague told you that he has been assigned the task of studying online Ad Tracking by his boss. He contined by saying that your employer uses "some Google product" that has the ability to "tag" the destination URL of each ad in each Internet advertising channel in each of its ad campaigns, so that ad effectiveness can be measured. Based on the content of Dr. Pettijohn's Tracking Online Ad Tutorial, what Google product does your employer most likely use?

answer

Google Analytics

question

In his Tracking Online Ads tutorial, Dr. Pettijohn included a link to a video interview that he called "an oldie but a goodie." In the interview, which is conducted by Dr. Ralph Wilson, analytics expert Robbin Steif explains how you can determine the type of traffic that converts best using Google Analytics. Among other things, Steif explains the use of ____________________ that signal completed goals.

answer

thank you pages

question

Over lunch today, a friend told you how she recently developed two landing pages for one of her employer's ads, each landing page identical to the other, except for the headline. Then she is using a tool called Google Website Optimizer to send half the ad's click-throughs to landing page A and half to landing page B. The result will be that she can compute the conversion rate for each landing page and determine which headline works better. According to Dr. Pettijohn's Tracking Online Ads tutorial, your friend was using a technique called

answer

A/B split testing

question

According to Dr. Pettijohn's Tracking Online Ads Tutorial, very robust ad-tracking software is available, but it is quite expensive, especially for small and medium-sized firms T or F

answer

False

question

According to Dr. Pettijohn's Tracking Online Ads tutorial, large businesses do not use Google Analytics; that is, it is a tool designed for use by small and medium-sized firms. T or F

answer

False

question

According to the simplified explanation in Dr. Pettijohn's Tracking Online Ads tutorial, the Return on Investment (ROI) for an online ad is equal to

answer

Gross Profit per Sale less Ad Cost per Sale) divided by Ad Cost per Sale.

question

An online marketer is paying Google AdWords $0.10 per click-through on an ad. If there were 100 click-throughs on the ad, and those click-throughs resulted in 5 sales, what is the marketer's Cost Per Sale (or Acquisition Cost)?

answer

$2.00

question

In Part 5 of his Tracking Online Ads Tutorial, Dr. Pettijohn says that Google Analytics should be (and is) THE Web analytics program of choice for Small and Medium Size Enterprises (SME). In answer to the question of why that is the case, Dr. Pettijohn answers because it is extremely useful and it is

answer

Free

question

At the end of the discussion of Google Analytics in his Tracking Online Ads Tutorial, Dr. Pettijohn points out that the most important thing to "take away" from the tutorial so far probably is that

answer

you should tag the destination URLs for all of your ad campaigns, particularly if they are Google AdWords ads.

question

According to Dr. Pettijohn's Tracking Online Ads tutorial, to make wise decisions regarding online ad-spend, there is a basic set of effectiveness indicators that need to be understood: Conversion rate, Cost per sale, Return on Investment, and

answer

Click-through rate

question

Television, radio, and print advertisers have an old saying: "You know that half your advertising isn't working for you - you just don't know which half." In his Tracking Online Ads Tutorial, Dr. Pettijohn points out that this old adage does not apply to online ads; that is, the online marketer can determine the effectiveness of an online ad campaign. T or F

answer

True

question

The fact that, since its introduction in 2011, Google has not announced any material updates to Panda, prompted the author of the Panda, Penguin, and Pigeon article to predict that this algorithmn "is not here to stay." T or F

answer

False

question

According to the Panda, Penguin, and Pigeon article, "To avoid getting caught in the Penguin algorithm trap, you have to know if the websites linking to you are of quality. This means someone has to know how to determine the quality of websites based on metrics such as Google Page Rank, Alexa Traffic Rank, volume ofpages indexed, and volume of links on the web. Quantity over quality still is the key to higher search engine results rankings, however." T or F

answer

False

question

Using Google's Webmaster Tools you can find out what websites are linking to you your website. Once you have that information you will be able to research metrics of these websites using publicly available automation tools to provide you their Google PageRank (a weighted average value from 0 to 10; the higher the better) and other information pertinent to determining their value (i.e., quality). T or F

answer

True

question

To meet Panda's requirements, the article advises Web site owners to consider using GoogleAnalytics, which identifies problems with your Web site, from Google's perspective. T or F

answer

False

question

According to the Panda, Penguin, and Pigeon article, what is the function of the "Disavow Tool" that is included in Google's Webmaster Tools?

answer

It allows a Web site to ask Google to not put a low ranking website that links to your website into consideration as a link to your website for purposes of ranking in search engine results.

question

(Based on content of Panda, Penguins, & Pigeons article.) Google released Panda in February 2011 and the article says, "The algorithm was aimed to make low quality or thin sites less visible in search results and rank them lower." In this context, what are "thin" Web sites?

answer

Sites that do not have enough content, or those that do not have "fresh" (i.e., new) pages.

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