Regarding Internet Advertising

question 226

Multiple Choice

Regarding Internet advertising:

• A) Search ads know what customers are looking for based on the keywords that customers use in a search.
• B) Ads can be delivered to customers based on which other Web sites customers have visited.
• C) Most ads try to get customers to click-through to the firm's Web site.
• D) One in five clicks on online ads may be fraudulent.
• E) All of the above.

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Definitions:

Archival research

A method of research involving the examination of historical records and documents to gather data and test hypotheses.

Common theme

A recurring idea or motif throughout a piece of literature, conversation, or discussion.

Coding systems

The methods used to categorize, encode, and summarize data for analysis in research.

Content analysis

A research technique for systematically analyzing text data for patterns or themes.