1. Which of the following can negatively impact a site’s ranking in search results?
- Excessive link exchanging
- Static content
- Using automated programs or services to create links to your site
- Contact Us Page
2. What type of income statement items are marketing expenses?
- Variable Cost
- Fixed Cost
- Cost of Good Sold
3. Why has web marketing become a popular form of marketing?
- It is much cheaper than other forms and often more effective
- Television advertising is being offered less
- It is easier than traditional marketing
- It has been heavily advertised
4. What is “cost per customer acquisition”?
- The amount a company pays a customer to try their product
- The average cost of marketing spent per new customer
- The cost of marketing staff
- The cost to beat competitors
5. Which 3 industries are the largest users of affiliate marketing?
- Prescription drugs, electronics, child products
- Gambling, adult, retail
- Retail outlets, bakeries, beverage
- Computer equipment, auto manufacturers, construction
6. What is the primary goal of web marketing?
- To give the target market an ad like they would see on TV
- To sell customers on the spot
- To earn affiliate income
- To drive potential customers to the company website
7. Which of the following would not be effective in headline writing?
- Using words that draw attention
- Using words that people may search for
- Using small words which take up space and do not add value
- Using words such as “new, exciting, special offer”
8. What is search engine optimization?
- Paying for placement on a search engine results page
- Building a site which has the qualities that search engines look for, which will ultimately get the site a high rank in the listings
- Optimization of a site so it gets more affiliate revenue
- Selling memberships to the site
9. Why would a company possibly want to spend more on PPC early on?
- It costs less early on
- To drive traffic to their site and increase awareness
- To let the competition know they are serious
- To sell more products
10. Why would a firm employ guerilla web marketing?
- It is guaranteed to work
- It allows greater flexibility
- It gives the firm more control over its marketing budget
- It is unconventional and can often leave a lasting impression on potential customers
11. What is a “call to action”?
- Hoping the customer buys your product
- Recruiting new employees
- Creating a new ad campaign
- Using verbs to encourage people to take an action
12. How can chat rooms bolster site traffic?
- The competition can come to the chat and try to steal customers
- It gives the company a way to distance themselves from customers
- By having people talk positively about your company and by answering questions people may have in a non threatening,
- anonymous method
- It gives a way for customers to log complaints
13. Who was one of the original widely known affiliate marketers?
14. What are the four P’s of marketing?
- Placement, Production, Procurement, Procedures
- Product, Price, Placement, Promotion
- Position, Price, Production, Premature
- Product, Promotion, Procedures, Procurement
15. What is the best way to make internet marketing effective?
- Focus on one specific technique such as direct email
- Use a myriad of methods online
- Spend a lot of money on it
- Use email marketing first
16. What is a double opt in process?
- Someone must email the firm twice to get on a list
- Someone must ask to be on your email list, and then verify by clicking a link they want to be on it
- Someone must email the firm twice to get off an email list
- Someone has to send an email confirming an online purchase
17. What is the purpose of having a special landing page for a PPC ad?
- It costs less if done that way
- It gives the potential to have mixed messages on the site
- Statistics can be gathered on the page, as well as special offers can be shown to the ad clicker
- Customers expect it
18. Why is it important to fine tune the timing of the ad and keywords used?
- It costs less in later hours
- To be sure to spend more money on marketing
- Required by law
- To carefully target the customer base desired, not wasting impressions and clicks
19. What is an auto-responder?
- A person who replies to all emails for the company
- An automatic email message sent to someone who takes an action such as submitting a form on a company website
- A method of direction communication with clients
- An email relay system
20. Who regulates affiliate marketing?
- No one currently
- Internet Affiliate Board
21. Why have social networking sites become a popular method of internet marketing?
- They are free and easy to use
- They guarantee more traffic to your site
- Ease of use, large number of users, easy to target specific demographics
- They are a passing trend
22. What is a secondary reason to actively maintain a company blog, besides giving potential customers something to read?
- It keeps the marketing staff busy in down times
- It impresses clients
- A well maintained blog will help increase page rank with search engines
- It makes the company seem larger than it is
23. Why has web marketing become the primary method of marketing for some companies?
- It is more effective than anything else for all companies
- It is inexpensive compared to other methods
- It reaches a broad based audience
- It guarantees increased sales
24. How can a podcast be used to drive customers to a website?
- By only hosting the podcast on the website
- By giving information on the podcast which gives the listener the desire to learn more, and directing them to the website for that
- By making the podcast a premium one which costs money
- By telling the listeners that they need your product
25. What is meant by “white hat”?
- When marketers show up for work wearing white hats
- Dishonest techniques for gaining higher rankings
- Ethical and honest methods of increasing page rankings
- Software used to increase rankings
26. What is brand strategy?
- Creating the image you want your company perceived as and marketing in a way that portrays that image to customers
- Strategy for reaching customers worldwide
- Creating a package that catches peoples eyes
- Creating an image that contradicts competitor’s assertations
27. What is “cost per action”?
- Same as pay per click
- A payment agreement where a specific action creates a payable event for the affiliate, such as a click, a purchase, a number of
- page views
- A payment agreement where costs change depending on volume
- The product cost
28. How do firms typically budget once positive results are seen from their internet marketing campaign?
- Decrease the overall budget
- Spend more on the methods which are not producing results
- Increase the budget and focus on those activities which are working
- Stop marketing
29. What should a company do once it achieves its search engine ranking goals?
- Stop promoting the site
- Constantly monitor and improve their site in order to maintain their ranking
- Revise the site once in awhile
- Sell advertising on their site
30. Why is it important to set daily maximum budgets for pay per clicks ad campaigns?
- It helps with ad placement
- It is required
- It helps drive affiliate sales
- Costs of clicked links can add up quickly if not limited
31. How important is content on a site when optimizing it?
- Not important at all, does not factor in
- Mildly important to keep customers happy
- It is the only thing which creates a higher ranking in search engines
- Very important, new content especially
32. How is the pricing model of a click determined?
- Standardized rate for the ad
- Google sets the price worldwide
- Ads always cost more in later months
- The more popular a search term, the more a customer will have to pay to use that term in his/her target keywords list
33. How should a company allocate its marketing budget among the various methods of internet marketing?
- Depends on the company and what is most effective for its business
- Spread evenly among the methods chosen
- Spend most on email marketing
34. What is meant by “guerilla marketing”?
- Using resources such as time, energy and imagination rather than money to market
- Using advertising spots which utilize gorillas to capture the audience
- Having a large scale marketing budget
- Using television ads instead of web ads
35. How is the “open rate” important?
- It tells the company how many people clicked on the links in the email
- It lets the company know how many people bought a product
- It is the number of people who received the email
- It is the number of people who actually opened the email sent to them, giving the company insight into how effective the email marketing campaign was
36. What is an “impression”?
- When a person buys a product from a site
- When your ad is displayed on a page online, not necessarily clicked on
- When an ad is clicked on
- When an ad makes an impression on a client
37. How much would a company pay for the given example: Ad displays 20 times, 2 users click the ad, cost per click is 5 cents.
- 90 cents
- 10 cents
- 20 cents
- 1 cent
38. What is a “landing page”?
- The page a potential customer sees when they click on your paid ad
- The main company website
- A page where the customer can buy the product
- Where the pay per click ads are created
39. What is an important step early on when forming a web marketing strategy?
- Designing catchy ads
- Allocating a large budget to the project
- Identifying your customer base
- Hiring a consulting firm
40. Why is affiliate marketing a favorable form of marketing?
- It is inexpensive
- Nothing is paid unless there is a sale resulting from the affiliate’s efforts
- It guarantees increased sales
- It is complex so not many people utilize it
41. What is one advantage to using a purchased email list?
- The firm selling them often makes up fake email addresss
- Large quantity of email addresses and markets otherwise not reached
- The bounce rate is very low
- It is targeted at your potential customers
42. How do listeners decide what is a worthwhile podcast to continually listen to?
- High quality audio and high quality content
- If its funny
- Broad based podcasts with no general direction
- Having several hosts and a myriad of topics
43. What is a site index?
- A page which has a linkable outline of all of the pages on a website
- A site with only 1 page
- A site with special deals for purchasers
- A special ranking with search engines
44. How can supplemental materials be delivered to the podcast listener?
- Embedded into the audio file
- Files can be made available for download along with the link to the podcast
- The listener has to go to a special site only during the podcast
- The listener must pay for any additional materials
45. How can posting on other message boards help drive traffic to a company site?
- You can steal away clients from other companies directly
- You can tell lies about competitors
- You can trump up claims of what your company does
- By becoming an expert on a subject and giving people information which demonstrates your company’s knowledge and expertise
46. Why are purchased email lists typically ineffective?
- They are too expensive
- They distribute an email to far more people than the company has in its contacts
- They make up fake emails to sell
- They are not targeted at customers specific to your company and have high bounce rates
47. What is a trackback?
- Same as a trademark
- A method of notification that somebody links to document/html
- When someone goes to your site because of your podcast
- A count of how many downloads your podcast has
48. How can a company profit from a podcast directly?
- Pay another company to host it
- Charge for premium content
- Set up an affiliate link
- All podcasts are free, they can not be directly profitable
49. Which of the following are podcasts least likely to target?
- Customer loyalty
- Content delivery
50. Why is the subject line of any email campaign important?
- It gives the person an opportunity to delete the email before reading it
- It is all the receiver sees besides the email address until they open the email
- It lets the receiver know they are about to be sold something
51. What is A/B testing?
- Testing 2 products to see which is safer
- Using 2 versions of an ad, measuring results to see which one is more effective
- Testing 2 products to see which one sells more
- Using 2 versions of an ad to see which one has less bounce rate
52. What is the “active voice” style of writing ads?
- Using “you” and not “I” or “we” – directing wording towards the customer
- Writing in the first person
- Writing in the third person
- Speaking omnisciently
53. Why is reciprocal linking becoming an important way to reach potential clients?
- Visitors to other sites of a similar nature to yours are likely to click on links to bring them to your site
- It creates an income stream
- It is the easiest way to create traffic
- It builds goodwill
54. How can the signature block be used effectively?
- Increases the length of the email making it seem more important
- Branding the firm and relaying information to the email recipient such as the company blog
- Guarantees further marketing success
- Expensive form of marketing
55. What is meant by “niche marketing”?
- Targeting a broad based group of people
- Targeting a very specific demographic
- Advertising on the television
- Advertising only online
56. What is meant by “web 2.0”?
- The resurgence of internet companies with more interactive focus, such as blogging and social networking
- Any website which has survived the dot.com bust
- Sites made using new technology
- Internet companies who focus on retail sales
57. How are keywords utilized by search engines?
- They are all that the search engine uses to rank pages
- The keywords are a brief description of what topics your site relates to
- They help the search engine decide how good your sites content is
- The keywords guarantee positioning
58. What is one unfavorable trait sometimes seen in affiliate marketing?
- The cost is low
- It brings additional traffic to a site
- Affiliates will use unethical techniques to drive customers in hopes of earning a commission
- It is only paid for based on successful selling
59. What is “bounce rate” in terms of email marketing?
- The percentage of emails sent to a list which are returned as undeliverable
- The percentage of repeat clients
- The percentage of people who receive an email and buy the product
- The percentage of people who click the links in an email
60. How is click-through rate measured in an email campaign?
- The number of emails which did not bounce back
- The number of people who click on a link in the email bringing the potential customer to your site
- The number of people who purchased a product or service from the email
- The number of people who replied to the email
61. What is affiliate marketing?
- Same as guerilla marketing
- Selling ad space on your site
- When a 3rd party helps market your business, and in turn you pay them a commission based on sales as a result of their efforts
- Pay per click marketing
62. Why would a company hire internet marketing specialists if marketing is relatively easy to do online?
- It reduces taxable profits
- To get a second opinion
- Creates goodwill
- Hired experts can drive the best results of campaigns and help guide the company in its marketing
63. What is meant by “viral marketing”?
- Creating ads that users pay to watch
- Creating ad campaigns which are expensive and well produced
- Creating ad campaigns with a very narrow focus
- Creating ad campaigns which are inexpensive, gain massive popularity and become widely distributed
64. What is the purpose of a traditional press release?
- It acts as a direct marketing sales tool
- It can be mailed out to potential clients
- It announces company information to a widely dispersed group of people
- It target markets to internet users
65. What are meta tags?
- The content of the site
- Embedded information about your website such as keywords
- Links to other sites
- Images on the site
66. Why are affiliates not the same as having a sales force?
- The affiliates are virtual
- The affiliates can be based anywhere in the world
- The affiliate only drives traffic, they do not necessarily convert them to sales
- The affiliates have limited availability
67. How are Pay Per Click ad campaigns billed?
- Everytime an ad is displayed it costs the company money
- Set monthly fee regardless of impressions or clicks
- Discounted based on length of commitment
- The customer pays each time their ad is clicked on, usually billed monthly
68. What is the purpose of sending a monthly newsletter?
- It creates work for employees at the company
- It builds branding, creates awareness and a connection with potential clients
- It gives people a chance to opt out of ever talking to your company again
- Required by law
69. What is a “value proposition”?
- The pricing of the product
- The same as a business plan
- A statement as to how the company will make more money
- A statement as to how the company adds value for customers
70. What is the formula for calculating cost per customer acquisition?
- Marketing spent on television divided by the number of new customers
- Sales divided by customers
- Total marketing budget divided by all customers ever
- Total marketing budget for a specific period divided by the number of new customers for that same period
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