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Test answers for Internet Marketing Test 2020

(70, CL) Last updated: May 15
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70 Answered Test Questions:

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

• Revenue

• 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?


• Ebay

• AT&T

• WorldCom

• Amazon

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 information

• 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

• Haphazardly

• 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?


• Sales

• Branding

• 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 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