Ch-6 to 10 – Flashcards
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1) Liability is a feature of political systems in which a body of law is in place that permits individuals to recover damages done to them by other actors, systems, or organizations.
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Answer: TRUE
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2) The principle of responsibility means that individuals, organizations, and societies should be held accountable to others for the consequences of their actions.
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Answer: FALSE
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3) In the United States, Google is required to remove results from its search engine if requested.
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Answer: FALSE
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4) The AdChoices program is an industry-sponsored initiative to encourage Web sites to be more transparent about how they use personal information and to make it more likely that appropriate ads are shown to users.
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TRUE
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5) Which of the following e-commerce technology dimensions creates greater opportunities for cyberbullying? A) richness B) interactivity C) social technology D) ubiquity
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C) social technology
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6) Which ethical principle emphasizes putting oneself into the place of others and thinking of oneself as the object of the decision? A) the Golden Rule B) Universalism C) the Collective Utilitarian principle D) the Social Contract rule
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A
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7) Which ethical principle asks you to consider the impact of your decision if the principles underlying your decision became an organizing principle of the entire society? A) the Golden Rule B) Risk Aversion C) the Slippery Slope D) the Social Contract rule
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D
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8) Which of the following basic ethical concepts plays an important role in defining privacy? A) responsibility B) accountability C) liability D) due process
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D
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9) Which of the following is not aimed at strengthening the ability of law enforcement agencies to monitor Internet users without their knowledge? A) the USA PATRIOT Act B) the Homeland Security Act C) the Communications Assistance for Law Enforcement Act D) the E-Government Act
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D
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10) Which of the following is not one of the issues complicating the taxation of e-commerce sales? A) Taxes raised are used for different government purposes. B) Sales taxes and policies vary by state and country. C) Retailers legally only have to charge sales tax if they have operations located in the same state as a consumer. D) Small online businesses are unable to manage sales taxes to thousands of different jurisdictions.
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A
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11) Which of the following statements about industry self-regulation regarding privacy is not true? A) OPA members are required to implement the OPA's privacy guidelines. B) The primary focus of industry efforts has been the use of online "seals" that attest to the site's policies. C) Industry efforts have not so far succeeded in reducing American fears of privacy invasion. D) The NAI's privacy policies have established the TRUSTe seal.
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D
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12) The sharing of a user's stored cookie information between Web sites and without the user's knowledge is: A) legal in the United States but illegal in Europe. B) illegal in the United States but legal in Europe. C) legal in both the United States and Europe. D) illegal in both the United States and Europe
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A
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13) Which of the following requires financial institutions to inform consumers of their privacy policies and permits consumers some control over their records? A) Freedom of Information Act B) Gramm-Leach-Bliley Act C) COPPA D) HIPAA
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B
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14) A social consequence of the richness of Internet information is: A) an increase in shallowness. B) an increase in the ease of creating misleading information. C) very persuasive messages might reduce the need for multiple independent sources of information. D) an increase in vulnerability to hacking attacks
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C
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15) Which of the following is a core Fair Information Practices (FIP) principle? A) Choice/Consent B) Access/Participation C) Security D) Enforcement
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A
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16) What is the FTC recommendation regarding choice as it relates to personally identifiable information (PII)? A) Require firms to have consumers affirmatively opt-in before PII is collected. B) Require firms to allow consumers to opt-out before PII is collected. C) Make collection of PII illegal. D) Require robust notice only before PII is collected
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A
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17) What is the major reason that the Internet has such potential for destroying traditional conceptions and implementations of intellectual property law? A) the ability to make perfect copies of digital works at little cost B) the anonymous nature of the Internet C) the support for instant peer-to-peer communication D) the use of standards for file formats
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A
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18) Which of the following situations would not qualify for the fair use exception to U.S. copyright law? A) A professor clips a newspaper article just before class and distributes copies of it to his class. B) A journalist quotes a paragraph from a book in a review of the book. C) A student copies a photograph of his favorite band from a Web site created by the band's record label and places it on the student's personal Web site. D) Google posts thumbnail images of books in the Google Book Search Project.
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C
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19) All of the following statements about the Digital Millennium Copyright Act (DMCA) are true except: A) the DMCA makes it illegal to circumvent technological measures to protect works. B) the DMCA makes Internet Service Providers (ISPs) responsible and accountable for hosting Web sites or providing services to infringers regardless of whether the ISP is aware of infringement. C) the DMCA requires search engines to block access to infringing sites. D) the DMCA allows libraries to make digital copies of works for internal use only.
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B
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20) All of the following statements about patents are true except: A) it is more difficult to obtain a copyright than it is to obtain a patent. B) the four types of inventions protected by patent law are machines, manmade products, compositions of matter, and processing methods. C) computer programs can be patented. D) in order to be patented, an invention must be nonobvious
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A
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21) Which case was instrumental in paving the way for Internet business methods patents? A) Brown Bag v. Symantec B) State Street Bank & Trust Co. v. Signature Financial Group, Inc. C) Alice Corporation Pty. Ltd. v. CLS Bank International D) Ticketmaster Corp. v. Tickets.com
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B
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22) The President's Council of Advisors on Science and Technology has called for all of the following except: A) a consumer privacy bill of rights. B) a data breach law requiring firms to report losses of consumer data. C) amendment of the Electronic Communications Privacy Act to strengthen protections against government surveillance. D) a blanket prohibition on commercial data brokers.
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D
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23) According to data from Pew Research Center, which of the following is the action which the highest percentage of Internet users has taken to preserve their privacy online? A) used an anonymous Web browsing service B) encrypted their communications C) cleared Web browser history and cookies D) posted comments online anonymously
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C
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24) Megaupload is an example of a(n) ________, an online file storage service dedicated to sharing copyrighted material illegally.
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Answer: cyberlocker
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25) The doctrine of ________ permits teachers and writers to use copyrighted materials without permission under certain circumstances.
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Answer: fair use
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1) Contrary to predictions of analysts made during the early days of e-commerce, the Internet has led to both disintermediation and hypermediation on a widespread basis. Answer:
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F
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2) Consumers are primarily price-driven when shopping on the Internet. Answer
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F
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3) Online retailing provides an example of the powerful role that intermediaries continue to play in retail trade
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T
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4) Sharing economy fees collect a fee from both sellers and buyers who use the platform. Answer
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T
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5) Which of the following statements is not true? A) Price competition among online travel services is difficult as comparison shopping for better prices is easy. B) Online travel services is one of the few sectors in which extensive disintermediation has occurred. C) The ability of travel products and services to be commoditized is a significant factor in the explosive growth of the online travel services industry. D) The online travel services industry has gone through a period of consolidation.
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B
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6) The online mortgage industry has transformed the process of obtaining a mortgage. Answer
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F
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7) The major impact of Internet real estate sites is in influencing offline decisions. Answer:
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T
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8) Which of the following is not a major trend in online retail for 2014-2015? A) About 90% of Internet users in the United States are now online shoppers. B) Lunchtime purchases are the fastest growing time segment for online retail purchases. C) Online retailers increase the use of interactive marketing tools such as blogs and user-generated content. D) Virtual merchants using a subscription-based revenue model emerge.
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B
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9) All of the following statements about the MOTO sector are true except: A) compared to general merchandisers, the transition to e-commerce has been easier for MOTO firms. B) the MOTO sector is also referred to as the specialty store sector. C) MOTO was the last technological revolution that preceded e-commerce. D) distribution of catalogs is one of MOTO retailers' biggest expenses
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B
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10) All of the following were factors that precipitated the growth of MOTO except: A) the national toll-free call system. B) the growth of the cellular phone industry. C) falling long distance telecommunications prices. D) the growth of the credit card industry.
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B
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11) All of the following were parts of the vision during the early days of e-commerce except the belief that: A) new, "first-mover" middlemen, with expertise in e-commerce, would force traditional intermediaries out of business. B) Web consumers were rational and cost-driven. C) entry costs to the online retail market would be much less than those needed to establish a physical storefront. D) the cost of acquiring customers would be much lower
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A
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12) All of the following are advantages of online retail except: A) lower supply chain costs. B) lower cost of distribution. C) ability to change prices. D) faster delivery of goods
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D
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13) Which of the following is not one of the central challenges facing the online retail industry? A) lack of physical store presence B) consumer concerns about the privacy of personal information C) inconvenience in returning goods D) delivery delays
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A
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14) All of the following are strategic factors that pertain specifically to a firm and its related businesses except: A) core competencies. B) synergies. C) technology. D) power of customers
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D
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15) The lower the cost of sales compared to ________, the higher the gross profit. A) assets B) revenue C) gross margin D) operating expenses
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B
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16) Which of the following is not categorized as an operating expense? A) the cost of products being sold B) marketing costs C) administrative overhead D) amortization of goodwill
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A
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17) What is another name for pro forma earnings? A) net margin B) operating income C) earnings before income taxes, depreciation, and amortization (EBITDA) D) generally accepted accounting principles (GAAP) earnings
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C
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18) All of the following statements about Amazon are true except: A) Amazon did not show a profit in 2013. B) Amazon is at the forefront of the "infrastructure as a service" market. C) eBay can be considered a competitor of Amazon's. D) Amazon continues to generate revenue primarily by selling products.
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A
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19) All of the following are challenges faced by bricks-and-clicks firms except: A) coordinating prices across channels. B) handling returns of Web purchases at retail outlets. C) building a credible Web site. D) building a brand name.
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D
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20) The term supply-push refers to: A) making products prior to orders being received based on estimated demand. B) waiting for orders to be received before building a product. C) channel conflict. D) multi-channel manufacturers who sell directly online to consumers.
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A
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21) Which of the following is not true about sharing economy firms? A) Their growth is supported by the use of online reputation systems based on peer review. B) Sharing economy firms that choose a marketplace that is too small to generate sufficient and steady demand are likely to fail. C) Sharing economy firms facilitate access to resources. D) Sharing economy firms are a totally new phenomenon without precedent in the history of e-commerce.
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D
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22) Which of the following statements about online banking is not true? A) Top mobile banking activities include checking balances and transferring money from one account to another. B) Online and mobile banking transactions provide significant costs savings for banks. C) All of the purely online banks (those that operate without a network of branches) have gone out of business. D) Over 50% of the adult U.S. population used online banking in 2014
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C
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23) ________ measures the percentage of sales revenue a firm is able to retain after all expenses are deducted from gross revenues.
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Answer: Net margin
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24) If a firm's ________ is only marginally positive, or negative, the firm will likely have trouble meeting its short-term obligations.
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Answer: working capital
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25) The four major sectors in the travel market are airline tickets, hotel reservations, travel packages, and ________.
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Answer: car rentals
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1) The average American adult spends more time watching television than using the Internet. Answer:
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F
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2) Online television and movies is the largest and fastest growing form of online entertainment. Answer:
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T
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3) Cannibalization is a major challenge facing book publishers. Answer:
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F
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4) In the wholesale model of e-book distribution, pricing power is with the retailer. Answer:
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T
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5) Which of the following newspaper audience platforms has the higher percentage of readers? A) print/mobile B) Web only C) Web/mobile D) print
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D
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6) Which of the following three forms of media account for over 95% of the hours spent consuming media? A) television, radio, and the Internet B) television, magazines, and the Internet C) the Internet, radio, and newspapers D) television, the Internet, and newspapers
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A
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7) Which of the following is the fastest growing segment of media revenues? A) television B) home video C) Internet media D) newspapers
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C
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8) Which of the following occurs first in the process of content convergence? A) media integration B) media migration C) media transformation D) media maturity
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B
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9) Which of the following accounts for the second largest amount of paid online content revenues in the United States in 2014? A) online video games B) Internet radio C) online music D) online TV and movies
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C
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10) Which of the following statements about the newspaper industry is not true? A) Newspaper management was sluggish to respond to the opportunities on the Internet for news. B) Online readership of newspapers is declining. C) The emergence of search engines such as Google has had a major impact on the newspaper industry. D) Newspaper industry revenues have declined by almost 50% from 2000 to 2013
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B
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11) Which of the following statements about YouTube is not true? A) There are now over 1 million YouTube channels worldwide. B) In 2013, YouTube announced paid-subscription channels. C) YouTube has not yet shown a profit. D) The three most popular YouTube videos in terms of total views are music videos
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C
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12) Digital magazine ad revenues were expected to ________ in 2014. A) remain stable B) more than double C) grow over 20% D) continue to decrease
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C
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13) All of the following typically favor the elimination of DRM except: A) hackers. B) technology companies. C) content owners. D) telecommunications pipeline companies.
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C
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14) Which of the following is not a major contributing factor to net value? A) providing instantaneous, online access to information B) providing large, searchable historical archives C) enabling consumers to move online information to other documents easily D) offering a variety of subscription models
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D
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15) Which of the following routes to a newspaper Web site generates the most digital ad revenue for the newspaper? A) via a search engine B) via a social media site such as Facebook C) directly to a newspaper's home page D) via an online video
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C
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16) Which of the following statements about the online newspaper audience is not true? A) Online newspaper readership is growing at more than 10% a year. B) The majority of newspaper readers read the news using a combination of the Web, print and mobile. C) About 75% of Internet users read newspaper content online. D) Online newspapers reach over 75% of individuals in households earning more than $100,000 a year.
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B
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17) Which of the following is true about book publishing revenues over the past five years? A) They have decreased by 25%. B) They have increased by 25%. C) They have remained stable. D) They have decreased by 10%.
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C
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18) Which of the following statements about the wholesale and agency models for selling books is not true? A) In the wholesale model, the retailer decides at what price to sell a book to the consumer. B) Amazon surprised traditional publishers by selling e-books for below their wholesale cost. C) Amazon supports the agency model. D) A result of the agency model was that Amazon's prices on e-books rose.
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C
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19) Which of the following statements about the movie industry is not true? A) Over 100 million Americans were expected to watch movies online in 2014. B) Online movie distribution is not dominated by a single distributor. C) Sales of digital movies that can be downloaded increased by almost 50% in 2013. D) Internet and online distribution now make up the largest share of movie revenues
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D
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20) Which of the following is not a leading factor in changing the television industry? A) increasing broadband penetration B) development of the mobile platform C) a willing industry with a library of high-quality content D) inability to attract customers to traditional products
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D
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21) In 2014, which of the following comprised the largest segment of the online gaming audience? A) social gamers B) mobile gamers C) casual gamers D) console gamers
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B
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22) Which of the following is not a source of illegal file-sharing? A) Movie2K B) Megaupload C) MovieWatch D) UltraViolet
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D
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23) Which of the following statements about gaming is not true? A) The sale of video game hardware and boxed software no longer generates a majority of video game industry's revenue. B) Words with Friends is an example of a social game. C) In 2013, around 50% of smartphone owners played games on their phones. D) About 50% of all Internet users are online gamers.
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A
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24) ________ refers to that portion of perceived customer value that can be attributed to the fact that content is available on the Internet.
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Answer: Net value
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25) ________ refers to the use of the Internet to deliver entertainment services to the home.
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Answer: Over-the-top (OTT)
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1) Companies are not permitted to collect personal information from children under the age of sixteen without parental consent.
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F
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2) Amplification involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.
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T
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3) Which of the following is not true about mobile marketing? A) Mobile marketing is the fastest growing form of online marketing. B) Mobile marketing is growing at around 60% a year. C) A substantial part of mobile marketing should be counted as social marketing. D) People use most of their mobile minutes while they are on the go.
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D
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4) All of the following marketing tools on Facebook require payment except: A) Like Button. B) Right-Hand Sidebar Ads. C) News Feed Page Post Ads. D) Facebook Exchange E) Mobile Ads.
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A
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5) The number of people exposed to pins is a measure of which of the following? A) engagement B) community C) brand strength D) fan acquisition
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D
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6) Google Analytics track user behavior at a participating Web site by using a short piece of code (also known as a ________________________)
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Answer: beacons
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1) If a firm's net margin is only marginally positive, or negative, the firm will likely have trouble meeting its short-term obligations.
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F
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2) Online travel services is one of the few sectors in which extensive disintermediation has occurred.
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F
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3) All of the following were parts of the vision during the early days of e-commerce except the belief that: A) As prices fell, traditional offline physical store merchants would be forced out of business. B) Web consumers were rational and cost-driven. C) entry costs to the online retail market would be much less than those needed to establish a physical storefront. D) the cost of acquiring customers would be much lower. E) None of the above
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E
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4) Which of the following is not one of the central challenges facing the online retail industry? A) overcoming lack of consumer trust in online brand names B) consumer concerns about the privacy of personal information C) convenience in returning goods D) delays in delivery of goods when compared to store shopping E) consumer concern about the security of transactions
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C
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5) Which of the following statements about online banking is not true? A) Top mobile banking activities include checking balances and transferring money from one account to another. B) Online and mobile banking transactions provide significant costs savings for banks. C) All of the purely online banks have gone out of business. D) Over 50% of the adult U.S. population used online banking in 2014. E) It has become the primary banking channel for all age groups.
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C
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6) The lower the cost of sales compared to ________, the higher the gross profit.
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Answer: revenue
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1) Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine competition. Answer:
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F
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2) Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018? A) paid search B) sponsorships C) rich media D) banner ads E) search engines
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C
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3) Which of the following statements about a free pricing strategy is false? A) Free products and services can knock out potential and actual competitors. B) It is difficult to convert free customers into paying customers. C) Free products and services can help build market awareness. D) The free pricing strategy was born in the early days of the Web. E) There can be a sensible economic logic to giving things away.
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D
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4) All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except: A) search engines. B) targeted banner ads. C) online catalogs. D) social networks. E) user evaluations.
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B
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5) Which of the following statements about the Internet's impact on marketing is not true? A) The Internet has broadened the scope of marketing communications. B) The Internet has increased the richness of marketing communications. C) The always-on, always-attached environment created by mobile devices results in consumers being much more available to receive marketing messages. D) The Internet has expanded the information intensity of the marketplace. E) None of the above.
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E
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6) ________________________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.
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Answer: Bundling Bundle
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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.
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T
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2) Social media influence is an important factor in why consumers choose the online channel. Answer
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F
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3) The concept of "customer satisfaction" is broader than the concept of "customer experience." Answer:
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F
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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. Answer
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T
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5) Google introduced which of the following changes to its search algorithm in 2011 to weed out low quality sites from search results? A) Penguin B) Hummingbird C) Panda D) Knowledge Graph
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C
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6) Which of the following would you implement to collect and analyze your company's Big Data? A) data warehouse B) Hadoop C) SQL D) profiling
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B
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7) Which of the following forms of online advertising is expected to grow the fastest between 2014 and 2018? A) paid search B) sponsorships C) search engines D) rich media
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D
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8) In 2014, what was the approximate Internet penetration rate for individuals that have attained less than a high-school education? A) 45% B) 60% C) 75% D) 90%
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C
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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? A) Panda B) Penguin C) Hummingbird D) Graph Search
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C
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10) Which of the following is not true about search engine advertising? A) Spending on search engine advertising constitutes over 40% 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 fairly steady over the years. D) Search engine advertising is the fastest growing type of online advertising.
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D
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11) 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
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A
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12) All of the following are online communications that are used to support the evaluation of alternatives stage of the consumer decision process except: A) search engines. B) online catalogs. C) social networks. D) targeted banner ads.
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D
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13) Which of the following is not a primary source of ad fraud? A) browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange B) ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers C) botnets hired by publishers to click on Web pages to create phony traffic D) native advertising that is displayed on a social media site
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D
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14) Which of the following statements about CAN-SPAM is not true? 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
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B
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15) Which of the following statements about Canada's anti-spam law is not true? 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.
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B
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16) Which of the following statements about the Internet's impact on marketing is not true? 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.
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B
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17) Which of the following features of e-commerce technology has reduced the cost of delivering marketing messages and receiving feedback from users? A) ubiquity B) richness C) interactivity D) universal standards
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D
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18) All of the following statements about cookies are true except: A) cookies can be used with Web bugs to create cross-site profiles of users. B) the data typically stored in cookies includes a unique ID and e-mail address. C) cookies make shopping carts possible by allowing a site to keep track of a user's actions. D) the more cookies are deleted, the less accurate ad server metrics become
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B
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19) Which of the following examples illustrates the "Long Tail" phenomenon? A) Rhapsody music streaming service reported that its no play rate had increased to over 20%. B) The number of blockbuster "winner take all" video titles is declining. C) Over 50% of Netflix's 100,000 titles are rented at least once a day by someone. D) The average blog has a readership of slightly more than 1.
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C
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20) Which of the following is not a feature that is driving the growth of social marketing and advertising? A) social sign-on B) network notification C) collaborative shopping D) affiliate programs
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D
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21) The Nike iD program is an example of which of the following marketing techniques? A) customer co-production B) transactive content C) price discrimination D) permission marketing
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A
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22) Which of the following statements about a free pricing strategy is false? A) Free products and services can knock out potential and actual competitors. B) The free pricing strategy was born in the early days of the Web. C) It is difficult to convert free customers into paying customers. D) Free products and services can help build market awareness.
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B
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23) All of the following are fixed price strategies except: A) bundling. B) versioning. C) free pricing. D) yield management
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D
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24) Altering the content and design of a Web page to improve the ranking of the Web page in search engine results is called search engine ________.
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Answer: optimization
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25) The ________ rate is an e-mail campaign metric that measures the percentage of e-mails that could not be delivered.
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Answer: bounce-back
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1) Brand pages on Facebook typically attract more visitors than a brand's Web site.
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T
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2) It is expected that by 2018, mobile commerce will account for almost 30% of all B2C e-commerce
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T
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3) A cell phone's GPS is accurate to within 5 feet of the actual location of the phone. Answer:
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F
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4) SMS text messaging generates the majority of mobile marketing spending. Answer:
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F
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5) Which of the following is not true about social marketing? A) More than 50% of Twitter's ad revenues are generated by desktop users. B) Social marketing is growing at around 30% a year. C) Social marketing differs markedly from traditional online marketing. D) In social marketing, business cannot tightly control their brand messaging
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A
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6) Which of the following is not true about mobile marketing? A) Mobile marketing is the fastest growing form of online marketing. B) Mobile marketing is growing at around 60% a year. C) A substantial part of mobile marketing should be counted as social marketing. D) People use most of their mobile minutes while they are on the go.
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D
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7) Encouraging users to click a Like button is an example of which step in the social marketing process? A) fan acquisition B) brand strength C) community D) amplification
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D
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8) Which of the following statements about Graph Search is not true? A) It relies on Google to supplement its search results. B) It is a semantic search engine. C) It is a social search engine. D) It includes photos
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A
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9) Which of the following statements is not true? A) About 50% of Facebook's ad revenue in 2014 is expected to come from its mobile ad platform. B) The only way to access Facebook from a mobile device is to use a mobile app. C) Mobile ads are displayed in users' News Feeds. D) Facebook's mobile ad revenues are its fastest growing revenue stream
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B
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10) All of the following marketing tools on Facebook require payment except: A) Brand Pages. B) Right-Hand Sidebar Ads. C) News Feed Page Post Ads. D) Mobile Ads.
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A
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11) Which of the following statements about Pinterest is not true? A) Pinned photos and photo boards are available to all Pinterest users. B) Pinterest users are overwhelmingly female. C) Pinterest enables users to integrate their pins into their Facebook News Feeds and Twitter streams. D) Pinterest is the only one of the major social networks that does not accept paid advertising.
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D
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12) Which of the following is an online service specifically aimed at measuring the impact of Pinterest and other visual social media? A) TweetDeck B) Curalate C) Amplify D) Webtrends
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B
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13) Which of the following statements is not true? A) Google is the leading display ad site on mobile devices. B) Google is the largest distributor of video ads on the mobile platform. C) Mobile advertising is dominated by Google. D) Google charges more for desktop ads than it charges for mobile ads.
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A
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14) Physical retail goods accounted for around what percentage of m-commerce sales in 2014? A) 55% B) 65% C) 75% D) 85%
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D
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15) Which of the following categories do people most use their mobile devices for? A) entertainment B) socializing C) shopping D) reading news and magazines
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A
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16) In 2014, mobile marketing was about ________% of all online marketing. A) 15% B) 25% C) 35% D) 50%
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C
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17) Which of the following is not a major provider of mobile display advertising? A) MoPub B) iAd C) AdMob D) Webtrends
answer
D
question
18) Macy's deployed which of the following technologies in all its retail stores in 2014? A) QR codes B) iBeacon C) E9-1-1 D) Geo-search
answer
B
question
19) All of the following are examples of dark social except: A) e-mail B) tweets C) SMS texts D) Snapchat
answer
B
question
20) Which of the following is not true about Facebook News Feed Page Post Ads? A) They have a tiny tag indicating that they are sponsored. B) They can be liked, shared, and commented on, just like any News Feed post. C) They cannot contain links. D) They have social context
answer
C
question
21) How does Google Analytics track user behavior at a participating Web site? A) cookies B) beacons C) server logs D) super cookies
answer
B
question
22) Companies are not permitted to collect personal information from children under the age of ________ without parental consent. A) 8 B) 10 C) 13 D) 16
answer
C
question
23) Which of the following most helped Dagny Aslin of ExchangeHunterJumper.com in establishing her brand in the niche area of selling high-end competition horses? A) integrating online and offline marketing techniques to establish a consistent brand B) adapting marketing techniques to keep up with new Internet technologies C) valuing quality over quantity at each stage in the Web site development process D) establishing customer needs and habits as the top priority in all marketing decisions
answer
D
question
24) ________ involves using the inherent strength of social networks to encourage visitors and fans to share their Likes and comments with friends.
answer
Answer: Amplification
question
25) ________ is a Facebook feature that allows app developers to integrate their apps into the Facebook pages of users who sign up for the app.
answer
Answer: Open Graph
