Scenario 9-6 Acrobat Results Marketing Is an Organization That Specializes in Internet/Web

question 25

Multiple Choice

Scenario 9-6
Acrobat Results Marketing is an organization that specializes in Internet/Web advertising issues. In particular, they design Web surveys and offer consulting on website measurement issues. They have prepared a simple document that they give to clients to help them understand the basic terminology and measurement concerns of Web advertisers. The following is an excerpt from this document:
(term A) represent the number of elements requested from a given page.
(term B) are defined as the number of html files sent to the requesting site.
(term C) are the number of occasions in which a user X interacted with site Y after time Z has elapsed.
(term D) are the number of different people viewing a site during a specified period of time.
-(Scenario 9-6) What caution do Acrobat's representatives give clients after they have discussed this terminology?

• A) Because many Internet providers use dynamic IP numbers to identify users in their logs, a single visitor might show up as 30 if he or she visits the site daily for a month
• B) No measurement system is perfect and this one is no exception.
• C) Hits may be miscounted due to users requesting multiple pages
• D) Unique Visitors may not be unique to the client's brand

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Definitions:

Defence Mechanism

Psychological strategies employed unconsciously to protect oneself from anxiety-arising thoughts or feelings.

Stress

A state of mental or emotional strain or tension resulting from adverse or demanding circumstances.

Rationalization

The process of providing reasonable explanations to justify behaviors or decisions that may otherwise appear irrational.

Projection

A psychological defense mechanism where individuals attribute their own undesirable thoughts, feelings, or motives to another person.