Web Traffic and Media Metrics e-Quiz
Question
Question Text
#
Answer
1
'On the internet, a site's reach is defined as:'
unique visitors as a % of the
total Web visitors during a
given time period
2
'What is the item circled in red in the graphic below?'
Banner Ad
3
'A marketer places a banner ad on a Web site that, when clicked, directs
traffic (and hopefully sales) to her own Web site. To gauge the success of
Click-through rate
the ad, the marketer would like to know the percentage of people who
clicked on the ad to the total number of impressions. This metric is
called:'
4
'What is a click stream'
The electronic path a user
takes while navigating from
site to site, and within a site
from page to page
5
'A user is on one Web content page and clicks on a link to go to another
page. The ads below appear after the user clicks the link, but before
going to the next page. What kinds of ads are these?'
Intermercial, Interstitial,
Transition
6
'Some measure web traffic by the number of "hits" a Web page receives.
What is a hit?'
The accessing of a file on a
server by a user
7
'What is meant when a Web site is described as "sticky"?'
High visit duration
8
'What does CPM stand for?'
Cost per thousand
impressions
9
'Many ISPs use proxy servers to cache copies of frequently accessed
Web pages. Which of the following consequences might this have?'
Helps the ISP to maximize
bandwidth, Lowers the
number of visits recorded by
log files, Undercounts the
number of ads a site serves
10
'Which of the following is the most commonly collected Web metric?'
Unique sessions
11
'True or false:The most reliable Web metric currently available to
measure traffic activity on a Web site is the number of hits a Web site
receives.'
False
12
'Dividing a Web site's total monthly sessions by its monthly unique
visitors would yield a number analogous to what?'
frequency
13
'20,000 people viewed a particular Web page in one day. The page
contained a total of five files, including an animated gif banner ad across
the top. 1,000 people clicked on the banner. The advertiser paid a $10
The site scored 20,000 hits
CPM rate to the site owner to serve the ad, plus an additional $0.25 per
click-through. Which of the following is NOT accurate in describing this
scenario?'
14
'True or False: Ad centric measurement from an ad network can measure
true
across multiple Web sites?'
For use with the Fall 2000 e-business 1 class only. Please destroy this file after completing the final.
Sharing these answers with students outside the e-business 1 class will be considered an honor code
violation.
15
'A difficult issue in online advertising is whether to pay based on
impressions or click-throughs. Depending on costs per impression, clickthrough rates, and conversion rates, either approach may be justified.
Based on the following information, which company has the lowest
customer acquisition costs (or cost to acquire EACH customer),
assuming all customers are acquired through banner advertising?'
Company B paid a CPM of
$50, ran 20,000 total
impressions, and achieved
1500 click-throughs (a clickthrough rate of 7.5%) with a
conversion rate of 10%.
16
'Which Web metric below can be defined as a request to the server to
return an advertising element?'
Ad requests
17
'Which of the following allow Web sites to identify visitors to that site by
obtaining information from the accessing computer's hard drive,
Cookies
therefore enabling more personalized information to be served upon
return to that site?'
18
'A common Web metric is the number of unique users that visit a Web
site. What is the standard used to determine a unique visitor?'
Users marked by a GUID
(Global user ID), Users
marked by a cookie in the
form of an ID that is attached
to the user’s browser
19
'A Web site receives 10,000 hits in one day. It contains only 2 files, one
of which is an ad. The site owner believes that with a $10 CPM, he has
just earned $100. Is he correct?'
No
'GRPs, or Gross Ratings Points, can be defined as:'
the sum of all potential
exposures, the sum of total
ratings, the product of reach
and frequency
20
For use with the Fall 2000 e-business 1 class only. Please destroy this file after completing the final.
Sharing these answers with students outside the e-business 1 class will be considered an honor code
violation.