Test Bank For Information Systems: A Manager's Guide to
Harnessing Technology v8.0.1 8th Edition By John Gallaugher
Adapted by Scott Christianson 9781453335062 Chapter 1-18
Complete Guide .
Market Capitalization (Market Cap) - ANSWER: The value of a firm calculated by
multiplying its share price by the number of shares.
Wi-Fi - ANSWER: A term used to brand wireless local-area networking devices.
Devices typically connect to an antenna-equipped base station or hotspot, which is
then connected to the Internet. Wi-Fi devices use standards known as IEEE 802.11,
and various versions of this standard (e.g., b, g, n) may operate in different
frequency bands and have access ranges.
query - ANSWER: search
Organic (or natural) search - ANSWER: search engine results returned and ranked
according to relevance
PageRank - ANSWER: Algorithm developed by Google cofounder Larry Page to rank
Web sites.
Search Engine Optimization (SEO) - ANSWER: the process of improving a page's
organic search rankings
link fraud - ANSWER: Also called "spamdexing" or "link farming." The process of
creating a series of bogus Web sites, all linking back to the pages one is trying to
promote.
spiders, web crawlers, software robots - ANSWER: Software that traverses available
Web sites in an attempt to perform a given task. Search engines use spiders to
discover documents for indexing and retrieval.
cached - ANSWER: refers to a temporary storage space used to speed computing
tasks
Dark Web - ANSWER: Internet content that can't be indexed by Google and other
search engines.
server farms - ANSWER: massive network of computer servers running software to
coordinate their collective use
fault-tolerant - ANSWER: capable of continuing operation even if a component fails
, colos (colocation facilities) - ANSWER: Warehouse-sized facilities where
telecommunication firms and other corporations bring their fiber optic cables and
networking equipment together so that they can exchange networking traffic. These
are the interconnection points that help make the Internet function as a network of
networks.
impressions - ANSWER: Each time an add is shown to a user.
search engine marketing (SEM) - ANSWER: The practice of designing, running and
optimizing search engine ad campaigns.
keyword advertising - ANSWER: Advertisements that are targeted based on a user's
query.
Pay Per Click (PPC) - ANSWER: A concept where advertisers don't pay unless
someone clicks on their ad.
Quality Score - ANSWER: A measurement of ad performance (CTR) and ad relevance,
and landing page experience. Ads that are seen as relevant and that consumers
respond to have higher quality scores. The firm uses quality score multiplied by the
maximum CPC to determine an ad's display ranking.
click-through rate (CTR) - ANSWER: the number of times a user clicks on an online ad
divided by the number of impressions
landing page - ANSWER: The Web page displayed when a user clicks on an
advertisement.
dynamic search ads - ANSWER: ads generated automatically based on the content of
a website
Geotargeting - ANSWER: Identifying a user's physical location (sometimes called
geolocation) for the purpose of delivering tailored ads or other content.
IP address - ANSWER: A value used to identify a device that is connected to the
Internet. IP addresses are usually expressed as four numbers (from 0 to 255),
separated by periods.
proxy server - ANSWER: a third-party computer that passes traffic to and from a
specific address without revealing the address of the connected user.
Global Positioning System (GPS) - ANSWER: A network of satellites and supporting
technologies used to identify a device's physical location.
Deep Linking - ANSWER: A link that takes a user to a specific webpage (rather than
the home page), or which launches an app and brings up a unique location rather
than just launching the app. As an example, a deep link from Pinterest might take a
Harnessing Technology v8.0.1 8th Edition By John Gallaugher
Adapted by Scott Christianson 9781453335062 Chapter 1-18
Complete Guide .
Market Capitalization (Market Cap) - ANSWER: The value of a firm calculated by
multiplying its share price by the number of shares.
Wi-Fi - ANSWER: A term used to brand wireless local-area networking devices.
Devices typically connect to an antenna-equipped base station or hotspot, which is
then connected to the Internet. Wi-Fi devices use standards known as IEEE 802.11,
and various versions of this standard (e.g., b, g, n) may operate in different
frequency bands and have access ranges.
query - ANSWER: search
Organic (or natural) search - ANSWER: search engine results returned and ranked
according to relevance
PageRank - ANSWER: Algorithm developed by Google cofounder Larry Page to rank
Web sites.
Search Engine Optimization (SEO) - ANSWER: the process of improving a page's
organic search rankings
link fraud - ANSWER: Also called "spamdexing" or "link farming." The process of
creating a series of bogus Web sites, all linking back to the pages one is trying to
promote.
spiders, web crawlers, software robots - ANSWER: Software that traverses available
Web sites in an attempt to perform a given task. Search engines use spiders to
discover documents for indexing and retrieval.
cached - ANSWER: refers to a temporary storage space used to speed computing
tasks
Dark Web - ANSWER: Internet content that can't be indexed by Google and other
search engines.
server farms - ANSWER: massive network of computer servers running software to
coordinate their collective use
fault-tolerant - ANSWER: capable of continuing operation even if a component fails
, colos (colocation facilities) - ANSWER: Warehouse-sized facilities where
telecommunication firms and other corporations bring their fiber optic cables and
networking equipment together so that they can exchange networking traffic. These
are the interconnection points that help make the Internet function as a network of
networks.
impressions - ANSWER: Each time an add is shown to a user.
search engine marketing (SEM) - ANSWER: The practice of designing, running and
optimizing search engine ad campaigns.
keyword advertising - ANSWER: Advertisements that are targeted based on a user's
query.
Pay Per Click (PPC) - ANSWER: A concept where advertisers don't pay unless
someone clicks on their ad.
Quality Score - ANSWER: A measurement of ad performance (CTR) and ad relevance,
and landing page experience. Ads that are seen as relevant and that consumers
respond to have higher quality scores. The firm uses quality score multiplied by the
maximum CPC to determine an ad's display ranking.
click-through rate (CTR) - ANSWER: the number of times a user clicks on an online ad
divided by the number of impressions
landing page - ANSWER: The Web page displayed when a user clicks on an
advertisement.
dynamic search ads - ANSWER: ads generated automatically based on the content of
a website
Geotargeting - ANSWER: Identifying a user's physical location (sometimes called
geolocation) for the purpose of delivering tailored ads or other content.
IP address - ANSWER: A value used to identify a device that is connected to the
Internet. IP addresses are usually expressed as four numbers (from 0 to 255),
separated by periods.
proxy server - ANSWER: a third-party computer that passes traffic to and from a
specific address without revealing the address of the connected user.
Global Positioning System (GPS) - ANSWER: A network of satellites and supporting
technologies used to identify a device's physical location.
Deep Linking - ANSWER: A link that takes a user to a specific webpage (rather than
the home page), or which launches an app and brings up a unique location rather
than just launching the app. As an example, a deep link from Pinterest might take a
