MGT DIGITAL MARKETING MIDTERM
EXAM Chapters 1-6 Questions and
Correct Answers Graded A+ 100%
Complete Guaranteed
Verified by Experts
1. domain name: name of a website
2. IP address: Internet Protocol address—the Internet Protocol is a standardized set of procedures
for locating computers connected to the internet and for transferring information from one computer
to another
3. server: a computer connected to the internet that fulfills information requests to the website
4. cookie: a unique identifier typically used to tailor the website experience to each user
5. HTML: hyper-text markup language
6. browsers: software that displays webpages—Internet Explorer, Firefox, Chrome, Safari, Opera
7. shopping cart: software that stores shoppers' product requests
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,8. transport layer security (TLS): an encryption method to prevent eavesdropping from
third parties; its predecessor was called secure sockets layer (SSL).
9. web hosting: providing server space for others to run a website (GoDaddy or Dreamhost)
10. three types of traffic (visitors): (1) direct traffic
(2) referral traffic
(3) search traffic
11. direct traffic: comes either from offline advertising activities or from habit; direct traffic
does not necessarily mean the visitor typed the URL directly into the address bar; an internet user
types the website's URL directly into the browser
12. referral traffic: an internet user clicks on a link to the site from another site; can be
further categorized into
two sub categories: paid and unpaid. Paid referral traffic comes from banner ads, text ads, rich media
ads, or video ads that a website has paid to display on other websites; unpaid referral traffic refers to
any visitors that come to the website from any links that are not paid for
13. search traffic: an internet user clicks on a link to the site from a search engine results
page—though this
can technically be considered referral traffic, search traffic and referral traffic differ from one another
in many ways and so are considered separately; can also be further categorized as unpaid and paid
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, 14. conversion: a target action you wish visitors to take. It is most easily understood in the
context of online
retail, or eCommerce. In eCommerce, a visitor has converted when he/she makes a purchase from the
site
15. Online Retail (eCommerce) conversion: A conversion for a retail
website is straightfor-ward—the visitor makes a purchase. This type of conversion is the
primary one for which all retail sites strive
16. Lead generation conversion: website's goal to generate a lead; a lead is an
inquiry from a potential customer into a business's products or services
17. Search engine conversion: A search engine like Expedia makes money when a
user books a hotel or flight on its site; thus a booking is a conversion Expedia wants
18. Media conversion: Of all the different types of websites, media websites have a
conversion that is most diflcult to define. Media websites make money by exposing users to
advertisements, and they can expose users to more ads (and thus make more money) if they can
keep users engaged.
19. Social Media conversion: Before a person can use a social media site, he/she
must create an account,
so a new account creation is a conversion for a social media platform
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16
EXAM Chapters 1-6 Questions and
Correct Answers Graded A+ 100%
Complete Guaranteed
Verified by Experts
1. domain name: name of a website
2. IP address: Internet Protocol address—the Internet Protocol is a standardized set of procedures
for locating computers connected to the internet and for transferring information from one computer
to another
3. server: a computer connected to the internet that fulfills information requests to the website
4. cookie: a unique identifier typically used to tailor the website experience to each user
5. HTML: hyper-text markup language
6. browsers: software that displays webpages—Internet Explorer, Firefox, Chrome, Safari, Opera
7. shopping cart: software that stores shoppers' product requests
1/
16
,8. transport layer security (TLS): an encryption method to prevent eavesdropping from
third parties; its predecessor was called secure sockets layer (SSL).
9. web hosting: providing server space for others to run a website (GoDaddy or Dreamhost)
10. three types of traffic (visitors): (1) direct traffic
(2) referral traffic
(3) search traffic
11. direct traffic: comes either from offline advertising activities or from habit; direct traffic
does not necessarily mean the visitor typed the URL directly into the address bar; an internet user
types the website's URL directly into the browser
12. referral traffic: an internet user clicks on a link to the site from another site; can be
further categorized into
two sub categories: paid and unpaid. Paid referral traffic comes from banner ads, text ads, rich media
ads, or video ads that a website has paid to display on other websites; unpaid referral traffic refers to
any visitors that come to the website from any links that are not paid for
13. search traffic: an internet user clicks on a link to the site from a search engine results
page—though this
can technically be considered referral traffic, search traffic and referral traffic differ from one another
in many ways and so are considered separately; can also be further categorized as unpaid and paid
2/
16
, 14. conversion: a target action you wish visitors to take. It is most easily understood in the
context of online
retail, or eCommerce. In eCommerce, a visitor has converted when he/she makes a purchase from the
site
15. Online Retail (eCommerce) conversion: A conversion for a retail
website is straightfor-ward—the visitor makes a purchase. This type of conversion is the
primary one for which all retail sites strive
16. Lead generation conversion: website's goal to generate a lead; a lead is an
inquiry from a potential customer into a business's products or services
17. Search engine conversion: A search engine like Expedia makes money when a
user books a hotel or flight on its site; thus a booking is a conversion Expedia wants
18. Media conversion: Of all the different types of websites, media websites have a
conversion that is most diflcult to define. Media websites make money by exposing users to
advertisements, and they can expose users to more ads (and thus make more money) if they can
keep users engaged.
19. Social Media conversion: Before a person can use a social media site, he/she
must create an account,
so a new account creation is a conversion for a social media platform
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16
