STUKENT MARKETING FINAL EXAM QUIZES
URL is an acronym for: - Answer -Uniform Resource Locator
What enables a website to recognize a computer as a return visitor (as opposed to a
first-time visitor)? - Answer -A cookie
Which of the following is NOT a dynamic language? - Answer -HTML
How can credit card numbers and other sensitive information be transferred across the
internet without third parties seeing it (and stealing it)? - Answer -Transport layer
security encrypts sensitive information
When a shopper puts an item in their online shopping cart, Amazon recommends add-
on products to - Answer -increase revenue
In web design, what is more important than website's visual appeal is - Answer -
whether it generates a high conversion rate
Which of the following is NOT a principle of Steve Krug's design for usability paradigm -
Answer -Use complementary colors
Oil Gardner's principle of clarity has been violated if - Answer -a visitor has no idea
where a link leads
The "upper fold" is - Answer -The portion of a webpage that is visible without scrolling
down
The upper fold of a webpage should answer the questions, "what are you offering?"
"Why should I pick you?" and - Answer -"What do you want me to do next?"
The Mobile-First design philosophy advocates for designing the mobile-first because -
Answer -It is easier to adapt for display on a desktop computer AND mobile traffic has
more volume than desktop traffic
When conducting an A/B test to improve a webpage's design, the measure that should
be used to determine which page is better is usually (but not always) - Answer -
Conversion rate
NSAMCWADLP means that whenever you create an online marketing campaign, you
should also create - Answer -a dedicated landing page designed specifically for that
campaign
A banner ad for Netflix should lead people to what kind of landing page? - Answer -A
subscription landing page
, A single-purpose landing page - Answer -directs visitors to one (and usually only one
possible action
An analytics package records all of the following information from visitors EXCEPT -
Answer -Hard disk space of the computer
"Analysis paralysis" occurs when - Answer -the sheer volume of data overwhelms a
manager and causes inaction
During a one-week period, a website had 3,000 total page views from 500 sessions.
What is the site's average page depth? - Answer -3,000/500 = 6
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one-page view. Which is higher: the site bounce rate or the homepage's bounce
rate? - Answer -The homepage's bounce rate
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one-page view. What is the homepage's entrance rate? - Answer -40%
The AIDA model states that the process of creating a customer follows these four steps:
- Answer -Awareness -> Interest -> Desire -> Action
Which of the following is not an aspect of successful websites? - Answer -Create
captivating design
Which of the following is NOT an example of direct traffic? - Answer -Someone types
the name of a website into a search bar and clicks the first link on the search engine
results page
Unpaid referral traffic that comes from - Answer -links from other websites that are not
paid for
The primary conversion for a lead generation site is - Answer -Both a phone call and a
form fill
A retail website that wants to track its conversion rate should set up what type of goal? -
Answer -Destination
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a
total of $20,000 in revenue and profit-the marginal cost of these sales was $0.) The
URL is an acronym for: - Answer -Uniform Resource Locator
What enables a website to recognize a computer as a return visitor (as opposed to a
first-time visitor)? - Answer -A cookie
Which of the following is NOT a dynamic language? - Answer -HTML
How can credit card numbers and other sensitive information be transferred across the
internet without third parties seeing it (and stealing it)? - Answer -Transport layer
security encrypts sensitive information
When a shopper puts an item in their online shopping cart, Amazon recommends add-
on products to - Answer -increase revenue
In web design, what is more important than website's visual appeal is - Answer -
whether it generates a high conversion rate
Which of the following is NOT a principle of Steve Krug's design for usability paradigm -
Answer -Use complementary colors
Oil Gardner's principle of clarity has been violated if - Answer -a visitor has no idea
where a link leads
The "upper fold" is - Answer -The portion of a webpage that is visible without scrolling
down
The upper fold of a webpage should answer the questions, "what are you offering?"
"Why should I pick you?" and - Answer -"What do you want me to do next?"
The Mobile-First design philosophy advocates for designing the mobile-first because -
Answer -It is easier to adapt for display on a desktop computer AND mobile traffic has
more volume than desktop traffic
When conducting an A/B test to improve a webpage's design, the measure that should
be used to determine which page is better is usually (but not always) - Answer -
Conversion rate
NSAMCWADLP means that whenever you create an online marketing campaign, you
should also create - Answer -a dedicated landing page designed specifically for that
campaign
A banner ad for Netflix should lead people to what kind of landing page? - Answer -A
subscription landing page
, A single-purpose landing page - Answer -directs visitors to one (and usually only one
possible action
An analytics package records all of the following information from visitors EXCEPT -
Answer -Hard disk space of the computer
"Analysis paralysis" occurs when - Answer -the sheer volume of data overwhelms a
manager and causes inaction
During a one-week period, a website had 3,000 total page views from 500 sessions.
What is the site's average page depth? - Answer -3,000/500 = 6
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one-page view. Which is higher: the site bounce rate or the homepage's bounce
rate? - Answer -The homepage's bounce rate
Of 500 sessions that occurred on a website during a one-week period, 200 of them
started on the homepage; 100 of these 200 sessions saw only the homepage before
leaving the site. Of the 300 sessions that started on other pages, 100 of them consisted
of only one-page view. What is the homepage's entrance rate? - Answer -40%
The AIDA model states that the process of creating a customer follows these four steps:
- Answer -Awareness -> Interest -> Desire -> Action
Which of the following is not an aspect of successful websites? - Answer -Create
captivating design
Which of the following is NOT an example of direct traffic? - Answer -Someone types
the name of a website into a search bar and clicks the first link on the search engine
results page
Unpaid referral traffic that comes from - Answer -links from other websites that are not
paid for
The primary conversion for a lead generation site is - Answer -Both a phone call and a
form fill
A retail website that wants to track its conversion rate should set up what type of goal? -
Answer -Destination
A website that sells software made 100 sales of $200 each from 2,000 sessions (for a
total of $20,000 in revenue and profit-the marginal cost of these sales was $0.) The
