MKTG 437 EXAM 1 REVIEW
QUESTIONS AND ANSWERS
Which of the following is NOT an aspect of successful websites? - Correct Answers -
Create captivating design
The AIDA model states that the process of creating a customer follows these four steps:
- Correct Answers -Awareness → Interest → Desire → Action
URL is an acronym for: - Correct Answers -Uniform Resource Locator
Unpaid referral traffic is traffic that comes from: - Correct Answers -Links from other
websites that are not paid for
Which of the following is NOT a dynamic language? - Correct Answers -HTML
What enables a website to recognize a computer as a return visitor (as opposed to a
first-time visitor)? - Correct Answers -A cookie
The primary conversion for a lead generation site is: - Correct Answers -Both a phone
call and a form fill
Which of the following is NOT an example of direct traffic? - Correct Answers -Someone
types the name of a website into a search bar and clicks the first link on the search
engine results page
How can credit card numbers and other sensitive information be transferred across the
internet without third parties seeing it (and stealing it)? - Correct Answers -Transport
layer security encrypts sensitive information
When a shopper puts an item in their online shopping cart, Amazon recommends add-
on products to: - Correct Answers -Increase revenue
A single-purpose landing page: - Correct Answers -Directs visitors to one (and usually
only one) possible action
Which of the following is NOT a principle of Steve Krug's design for usability paradigm?
- Correct Answers -Use complementary colors
, NSAMCWADLP means that whenever you create an online marketing campaign, you
should also create: - Correct Answers -A dedicated landing page designed specifically
for that campaign
The Mobile First design philosophy advocates for designing the mobile site first
because: - Correct Answers -Both it is easier to adapt a mobile site for display on a
desktop computer than it is to adapt a desktop site for display on a mobile device AND
mobile traffic has more volume than desktop traffic
The "upper fold" is: - Correct Answers -The portion of a web page that is visible without
scrolling down
A banner ad for Netflix should lead people to what kind of landing page? - Correct
Answers -A subscription landing page
Oli Gardner's principle of clarity has been violated if: - Correct Answers -A visitor has no
idea where a link leads
The upper fold of a web page should answer the questions, "What are you offering?"
"Why should I pick you?" and: - Correct Answers -"What do you want me to do next?"
In web design, which of the following is more important than a website's visual appeal? -
Correct Answers -whether it generates a high conversion rate
When conducting an A/B test to improve a web page's design, the measure that should
be used to determine which page is better is usually (but not always): - Correct Answers
-Conversion rate
A mobile application that gets installed and used regularly by a large number of
customers may still not be profitable if: - Correct Answers -Using the app does not
increase users' spending
A consumer sees an ad and purchases the product featured in the ad, but he would
have purchased the product anyway even if he hadn't seen the ad. The ad is: - Correct
Answers -Not effective because the ad did not influence his behavior
A company has focused all its efforts on demand harvesting for a long while. It should
now shift its efforts to include: - Correct Answers -Loyalty building
A random sample of consumers will likely have a low customer concentration for
Porsche because: - Correct Answers -Most people cannot afford such an expensive car
An ad that commands a consumer's direct attention is likely to be: - Correct Answers -
More effective than an ad that does not command direct attention
QUESTIONS AND ANSWERS
Which of the following is NOT an aspect of successful websites? - Correct Answers -
Create captivating design
The AIDA model states that the process of creating a customer follows these four steps:
- Correct Answers -Awareness → Interest → Desire → Action
URL is an acronym for: - Correct Answers -Uniform Resource Locator
Unpaid referral traffic is traffic that comes from: - Correct Answers -Links from other
websites that are not paid for
Which of the following is NOT a dynamic language? - Correct Answers -HTML
What enables a website to recognize a computer as a return visitor (as opposed to a
first-time visitor)? - Correct Answers -A cookie
The primary conversion for a lead generation site is: - Correct Answers -Both a phone
call and a form fill
Which of the following is NOT an example of direct traffic? - Correct Answers -Someone
types the name of a website into a search bar and clicks the first link on the search
engine results page
How can credit card numbers and other sensitive information be transferred across the
internet without third parties seeing it (and stealing it)? - Correct Answers -Transport
layer security encrypts sensitive information
When a shopper puts an item in their online shopping cart, Amazon recommends add-
on products to: - Correct Answers -Increase revenue
A single-purpose landing page: - Correct Answers -Directs visitors to one (and usually
only one) possible action
Which of the following is NOT a principle of Steve Krug's design for usability paradigm?
- Correct Answers -Use complementary colors
, NSAMCWADLP means that whenever you create an online marketing campaign, you
should also create: - Correct Answers -A dedicated landing page designed specifically
for that campaign
The Mobile First design philosophy advocates for designing the mobile site first
because: - Correct Answers -Both it is easier to adapt a mobile site for display on a
desktop computer than it is to adapt a desktop site for display on a mobile device AND
mobile traffic has more volume than desktop traffic
The "upper fold" is: - Correct Answers -The portion of a web page that is visible without
scrolling down
A banner ad for Netflix should lead people to what kind of landing page? - Correct
Answers -A subscription landing page
Oli Gardner's principle of clarity has been violated if: - Correct Answers -A visitor has no
idea where a link leads
The upper fold of a web page should answer the questions, "What are you offering?"
"Why should I pick you?" and: - Correct Answers -"What do you want me to do next?"
In web design, which of the following is more important than a website's visual appeal? -
Correct Answers -whether it generates a high conversion rate
When conducting an A/B test to improve a web page's design, the measure that should
be used to determine which page is better is usually (but not always): - Correct Answers
-Conversion rate
A mobile application that gets installed and used regularly by a large number of
customers may still not be profitable if: - Correct Answers -Using the app does not
increase users' spending
A consumer sees an ad and purchases the product featured in the ad, but he would
have purchased the product anyway even if he hadn't seen the ad. The ad is: - Correct
Answers -Not effective because the ad did not influence his behavior
A company has focused all its efforts on demand harvesting for a long while. It should
now shift its efforts to include: - Correct Answers -Loyalty building
A random sample of consumers will likely have a low customer concentration for
Porsche because: - Correct Answers -Most people cannot afford such an expensive car
An ad that commands a consumer's direct attention is likely to be: - Correct Answers -
More effective than an ad that does not command direct attention
