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:

Supply Curve

A graph showing the relationship between the price of a good and the quantity of that good that sellers are willing to supply.

Demand Curve

A graphical representation showing the relationship between the price of a good and the quantity demanded.

Actual Price

The price at which a good or service is sold, not considering discounts or adjustments.

Consumer Surplus

The difference between the total amount that consumers are willing to pay for a good or service and the total amount that they actually pay.