LSU MBA 703 Gherfal Final Exam – Questions With
Efficient Solutions
How does Google make money? Correct Answer - pairing internet
surfers with advertisers
Market Capitalization Correct Answer - Value a firm calculated by
multiplying its share price by the number of shares
Organic or natural research Correct Answer - Search engine results
returned and ranked according to relevance
Pagerank Correct Answer - algorithm to rank websites
Search Engine Optimization Correct Answer - Process of improving a
page's organic search results
Link Fraud Correct Answer - Creating a series of bogus websites, all
linking back to the pages one is trying to promote. Also called spamdexing or
link farming.
Spiders, web crawlers, software robots Correct Answer - Traverse
available Web links to perform a given task. Spiders discover documents for
indexing and retrieval.
Market Capitalization (market Cap) Correct Answer - the value of the
firm calculated by multiply its share price by the number of shares.
Search engine Optimization (SEO) Correct Answer - The process of
improving a page's organic search results.
Software robots, spiders, web crawlers Correct Answer - software to
crawl the Web and uncover as much info they can find.
Link fraud Correct Answer - A series of bogus Web sites, linking back to
pages they're trying to promote.
,Domain name service (DNS) Correct Answer - A list of all of the public,
named servers on its network.
Cache Correct Answer - temporary storage space used to speed
computing tasks.
Fault-tolerant Correct Answer - no single failure should interrupt the
firm's operations.
Driving factors of online ad growth trends Correct Answer - · Increased
user time online
· Improved measure and accountability
· Targeting
Ad impressions Correct Answer - the number of times an ad appears on
a website.
Search engine marketing (SEM) Correct Answer - The practice of
running and optimizing search engine ad campaigns.
Keyword advertising Correct Answer - Target based on a user's query
(search).
Pay-Per-Click (PPC) Correct Answer - advertisers don't spend a penny
unless someone clicks on their ad.
Click-through rate Correct Answer - the number of users who clicked an
ad divided by the number of times the ad was delivered.
Landing page Correct Answer - the web site displayed when a user clicks
on the ad.
Geotargeting Correct Answer - occurs when a computer system
identifies a user's physical location for the purpose of delivering tailored ads
or other content.
Proxy servers Correct Answer - third-party computers that pass traffic
to and from a specific address without revealing the address of the connected
users.
,Global position system Correct Answer - GPS
Image/display ads Correct Answer - horizontally oriented banners,
smaller rectangular buttons, and vertically oriented sky ads.
Rich media ads Correct Answer - includes animation or video
Interstitial's ads Correct Answer - ads that run before a user arrives at a
web site's contents.
Internet Advertising Bureau (IAB) Correct Answer - sets common
standards for display ads so that a single creative can run unmodified across
multiple ad networks and web sites.
Ads are quoted in cost per thousand impressions (CPM) Correct Answer -
Ads are quoted in cost per thousand impressions (CPM)
Cost-per-action (CPA) Correct Answer - ads pay whenever a user clicks
through and performs a specified action such as signing up for a service,
requesting material, or making a purchase.
Affiliate programs Correct Answer - a form of cost-per-action, where
vendors share a percentage of revenue with Web sites that direct purchasing
customers to their online storefronts.
Cookies Correct Answer - - behind the scenes software dialogue takes
place between web browser and server that can reveal information including
IP address, browser used, computer type, operating system, and unique
identifiers.
Third-party cookies Correct Answer - cookie from websites you've never
visited before. Usually served by ad networks.
Zombie networks Correct Answer - hordes of surreptitiously infiltrated
computers, linked and controlled by rogue software.
Trends that continue to grow Correct Answer - · Global
· Social
, · Personal
· Mobile
· Wearable
· Collaborative
· Printable
· Findable
· Autonomous
· Secure
Internet of Things (IoT) Correct Answer - devices that have been
embedded into a variety of objects including appliances, lamps, vehicles,
lightbulbs, toys, thermostats, jet engines, etc.
Benefits of IoT: Correct Answer - · Optimization of processes
· Component monitory
· Home Security system
· Smart Thermostats
· Residential lighting
Security concerns of IoT: Correct Answer - · Eavesdropping - Smart
speaker systems in residences have been hacked.
· Internet-connected Smart Watches - Easy for hackers to break in
· Lax use by Owner - Easy access by a hacker
How does Google Make Money? Correct Answer - Pairing Internet
Surfers with Advertisers
Market Capitilization Correct Answer - Value of a firm calculated by
multiplying its share price by the number of shares
Organic or Natural Search Correct Answer - Search engine results
returned and ranked according to relevance
Pagerank Correct Answer - Algorithm to rank websites
Search Engine Optimization Correct Answer - Process of improving a
page's organic search results
Efficient Solutions
How does Google make money? Correct Answer - pairing internet
surfers with advertisers
Market Capitalization Correct Answer - Value a firm calculated by
multiplying its share price by the number of shares
Organic or natural research Correct Answer - Search engine results
returned and ranked according to relevance
Pagerank Correct Answer - algorithm to rank websites
Search Engine Optimization Correct Answer - Process of improving a
page's organic search results
Link Fraud Correct Answer - Creating a series of bogus websites, all
linking back to the pages one is trying to promote. Also called spamdexing or
link farming.
Spiders, web crawlers, software robots Correct Answer - Traverse
available Web links to perform a given task. Spiders discover documents for
indexing and retrieval.
Market Capitalization (market Cap) Correct Answer - the value of the
firm calculated by multiply its share price by the number of shares.
Search engine Optimization (SEO) Correct Answer - The process of
improving a page's organic search results.
Software robots, spiders, web crawlers Correct Answer - software to
crawl the Web and uncover as much info they can find.
Link fraud Correct Answer - A series of bogus Web sites, linking back to
pages they're trying to promote.
,Domain name service (DNS) Correct Answer - A list of all of the public,
named servers on its network.
Cache Correct Answer - temporary storage space used to speed
computing tasks.
Fault-tolerant Correct Answer - no single failure should interrupt the
firm's operations.
Driving factors of online ad growth trends Correct Answer - · Increased
user time online
· Improved measure and accountability
· Targeting
Ad impressions Correct Answer - the number of times an ad appears on
a website.
Search engine marketing (SEM) Correct Answer - The practice of
running and optimizing search engine ad campaigns.
Keyword advertising Correct Answer - Target based on a user's query
(search).
Pay-Per-Click (PPC) Correct Answer - advertisers don't spend a penny
unless someone clicks on their ad.
Click-through rate Correct Answer - the number of users who clicked an
ad divided by the number of times the ad was delivered.
Landing page Correct Answer - the web site displayed when a user clicks
on the ad.
Geotargeting Correct Answer - occurs when a computer system
identifies a user's physical location for the purpose of delivering tailored ads
or other content.
Proxy servers Correct Answer - third-party computers that pass traffic
to and from a specific address without revealing the address of the connected
users.
,Global position system Correct Answer - GPS
Image/display ads Correct Answer - horizontally oriented banners,
smaller rectangular buttons, and vertically oriented sky ads.
Rich media ads Correct Answer - includes animation or video
Interstitial's ads Correct Answer - ads that run before a user arrives at a
web site's contents.
Internet Advertising Bureau (IAB) Correct Answer - sets common
standards for display ads so that a single creative can run unmodified across
multiple ad networks and web sites.
Ads are quoted in cost per thousand impressions (CPM) Correct Answer -
Ads are quoted in cost per thousand impressions (CPM)
Cost-per-action (CPA) Correct Answer - ads pay whenever a user clicks
through and performs a specified action such as signing up for a service,
requesting material, or making a purchase.
Affiliate programs Correct Answer - a form of cost-per-action, where
vendors share a percentage of revenue with Web sites that direct purchasing
customers to their online storefronts.
Cookies Correct Answer - - behind the scenes software dialogue takes
place between web browser and server that can reveal information including
IP address, browser used, computer type, operating system, and unique
identifiers.
Third-party cookies Correct Answer - cookie from websites you've never
visited before. Usually served by ad networks.
Zombie networks Correct Answer - hordes of surreptitiously infiltrated
computers, linked and controlled by rogue software.
Trends that continue to grow Correct Answer - · Global
· Social
, · Personal
· Mobile
· Wearable
· Collaborative
· Printable
· Findable
· Autonomous
· Secure
Internet of Things (IoT) Correct Answer - devices that have been
embedded into a variety of objects including appliances, lamps, vehicles,
lightbulbs, toys, thermostats, jet engines, etc.
Benefits of IoT: Correct Answer - · Optimization of processes
· Component monitory
· Home Security system
· Smart Thermostats
· Residential lighting
Security concerns of IoT: Correct Answer - · Eavesdropping - Smart
speaker systems in residences have been hacked.
· Internet-connected Smart Watches - Easy for hackers to break in
· Lax use by Owner - Easy access by a hacker
How does Google Make Money? Correct Answer - Pairing Internet
Surfers with Advertisers
Market Capitilization Correct Answer - Value of a firm calculated by
multiplying its share price by the number of shares
Organic or Natural Search Correct Answer - Search engine results
returned and ranked according to relevance
Pagerank Correct Answer - Algorithm to rank websites
Search Engine Optimization Correct Answer - Process of improving a
page's organic search results
