The measurement of Web audience that is easily exaggerated and therefore the least accurate involves totaling
a. visits.
b. pages.
c. hits.
d. click-throughs.
Question 2When a consumer purchases products occasionally or needs information about an unfamiliar brand in a familiar product category, he or she will most likely engage in
A) enduring purchase behavior.
B) routinized response behavior.
C) extended decision making.
D) impulse searching.
E) limited decision making.
Question 3Levitz Furniture locates in huge, low-cost buildings; maintains large, on-premises inventories; and offers minimum service. Levitz is a
A) warehouse showroom.
B) catalog showroom.
C) superstore.
D) warehouse club.
E) department store.
Question 4A surfboard manufacturer advertises its boards via banner ads on various blogs and magazine sites featuring extreme sports and water adventures. Its marketing manager sees that the ads may be working, because one site is getting a very high hit rate. He also understands that hit rates
a. count the number of users who click on the banner ad, not the site.
b. provide information on user traffic within the site.
c. count visitors to the site.
d. represent the number of elements requested from a given page.
Question 5Cole's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Cole is most likely to use _____ for this purchase.
A) routinized response behavior
B) limited decision-making behavior
C) extended response behavior
D) intensive decision-making behavior
E) extended decision-making behavior
Question 6A savvy Internet marketer has tried a number of measurement methods over the years, finding many to be inaccurate or misleading. He has now found the best way to measure the effectiveness of his clients' Web ads. He is probably relying on
a. click-throughs.
b. page views.
c. hits.
d. unique visitors.
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