Marketting

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mHarshal Sangani ID 109-00-4388 Midterm Exam. 1. Explain the “basic” structure of key word advertising and discuss how companies evaluate and select optimum keywords and phrases to maximize web traffic. Key word advertising: - Keyword advertising refers to a variety of techniques that associate advertisements with particular terms on websites. The most common form is exemplified by Google Ad Words and Yahoo sponsored search which display ads alongside search engine results. Most ads are composed entirely of text while some may include graphics. This type of advertising uses keywords to trigger ads. Typically, advertisers select a set of keywords related to the product or service they wish to advertise. The ads are then…show more content…
Multiple Choice Questions 1. Which of the following is NOT an example of an Internet marketing tool? a) political website b) online product launch c) celebrity endorsement d) email poll of Major League Baseball fans ANSWER _____C____ 2. A key factor in the success of keyword advertising is: a) cost b) appearance c) relevance d) speed ANSWER ____C____ 3. Moore’s Law describes which of these powerful forces in modern society? a) demand for new technology b) falling cost of digital technology c) emergence of technology in popular culture d) use of new technologies in marketing strategies ANSWER ____B____ 4. Which of the following is considered to be among the fastest growing areas of online influence: a) Keyword advertisements b) Banner advertisements c) Weblogs d) Search engines ANSWER _____B____ 5. Which of the following is NOT a strong indicator of at-home Internet access? a) religion b) geography c) income d) education ANSWER__A______ 6. For regular Internet users, which of the following is true? a) online use drops over time b) exploratory searches drop over time c) participation in e-commerce drops over time d) email volume drops over time ANSWER __B______ 7. Retention spending by a business can influence a
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