E-Commerce Chap 6.2: Online Marketing And Ad Strategies & Tools

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

• affiliate marketing

• e-mail and permission marketing

• social marketing

• sponsorship marketing

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

• viral marketing

• local marketing

• lead generation marketing

• affiliate marketing

Which of the following involves getting customers to pass along a company's marketing

message to friends, family, and colleagues? 

• affiliate marketing

• viral marketing

• native advertising

• lead generation marketing

Which of the following statements about native advertising is NOT true?

• Native advertising is controversial

• Native advertising is a new form of advertising found only online

• Native advertising is growing rapidly, especially on social networks

• Consumers look at native ads much more frequently than display ads

Google introduced ________ to its search algorithm to eliminate low-quality sites from search results.

• Penguin

• Knowledge Graph

• Hummingbird

• Panda

Pay per click/PPC is advertising where the advertiser pays only for each click on their advert.

• True

• False

Which of the following is NOT a primary source of ad fraud?

• Native advertising that is displayed on a social media site

• Browser extensions that insert ads into a premium publisher's Web site and then list the ads as available on a programmatic ad exchange

• Ad targeting firms that create bots that imitate the behavior of real shoppers and then charge advertisers

• Botnets hired by publishers to click on Web pages to create phony traffic

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

• social search

• click fraud

• link farms

• content farms

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

• retargeting

• programmatic advertising

• keyword advertising

• behavioral targeting

Video ads are expected to be the fastest growing form of online advertisement over the next five years.

• True

• False