1) A _________ occurs each time a user clicks on a banner advertisement to take him or her through to a destination site.

A) click-through

B) run-of-site

C) view-through

D) review site

Q1 Answer:____

2) The total net benefit that a customer or group of customers will provide a company over their total relationship with a company is called __________.

A) Halo effect

B) lifetime value

C) conversion

D) brand equity

Q2 Answer:____

3) _________is the proportion of visitors to a page or site that exit after visiting a single page only.

A) Reach

B) Bounce rate

C) Conversion rate

D) Hit

Q3 Answer:____

4) _________ are small text files stored on an end user's computer to enable websites to identify the user. They enable a company to identify a previous visitor to a site.

A) Data

B) Cookies

C) Content networks

D) Domain names

Q4 Answer:____

5) _________ is powerful because consumers are proactive in seeking out information for their needs, and interactions with brands are attracted through content, search and social media marketing.

A) Email marketing

B) Outbound marketing

C) Content management

D) Inbound marketing

Q5 Answer:____

6) Which of the following is NOT the benefit of digital media?

A) Interactivity

B) Individualization

C) Integrity

D) Independence of location

Q6 Answer:____

7) ____________ is a popular approach to building mobile sites since it enables a single version of the site and content to be maintained, which adapts for different resolutions.

A) User-centred design

B) Site design page template

C) Responsive web design

D) Site map

Q7 Answer:____

8) Which of the following is NOT a common e-commerce website feature that might annoy consumers?

A) Requiring users to view advertisement before going to website content.

B) Links that users can easily find to discover more about website content and products.

C) Requirement to register before viewing content or ordering.

D) Text not easily legible due to size, color and format.

Q8 Answer:____

9) One ____________ occurs when a member of the audience views a web page.

A) page impression

B) reach

C) ad impression

D) upload

Q9 Answer:____

10) ____________ is an internet-based forum for special-interest groups to communicate using a bulletin board to post messages.

A) Web address

B) Visitor session

C) Virtual community

D) Virtual organization