Web Design Introductory 5th Edition By Campbell – Test Bank

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Web Design Introductory 5th Edition By Campbell – Test Bank

Chapter 6 Multimedia and interactivity elemets

 

Multiple Choice​

 

1. Which of the following is NOT an example of a podcast?

a. radio show b. splash page
c. interview d. classroom lecture

 

ANSWER:   b
POINTS:   1
REFERENCES:   152

 

2. Podcasts were originally called _______.

a. webcasts b. multimedia
c. vidclips d. audio links

 

ANSWER:   a
POINTS:   1
REFERENCES:   152

 

3. Webpage _______ can be used effectively to catch a visitor’s attention and demonstrate a simple process.

a. audio b. color
c. animation d. fonts

 

ANSWER:   c
POINTS:   1
REFERENCES:   153

 

4. An animated _______ is a single file in which separate images, displayed in sequence over a specified time interval, are stored.

a. PNG b. GIF
c. JPEG d. TIFF

 

ANSWER:   b
POINTS:   1
REFERENCES:   154

 

5. Displaying animation _______ in sequence over a specified time interval gives the illusion of movement or animation.

a. wizards b. montages
c. files d. frames

 

ANSWER:   d
POINTS:   1
REFERENCES:   154

 

6. _______ indicates the specified time interval over which individual images an animated GIF are displayed.

a. Instances-per-minute b. Displayed-per-hour
c. Frames-per-second d. Frames-per-minute

 

ANSWER:   c
POINTS:   1
REFERENCES:   154

 

7. Animated GIFs, like standard GIFs, include up to _______ colors.

a. 156 b. 256
c. 356 d. 456

 

ANSWER:   b
POINTS:   1
REFERENCES:   154

 

8. If you choose to use animated GIFs, consider limiting them to _______ per page.

a. one b. two
c. three d. four

 

ANSWER:   a
POINTS:   1
REFERENCES:   154

 

9. Some animated GIF software allows _______, in which you only create a beginning and an ending animation frame.

a. mixing b. adapting
c. tweening d. matching

 

ANSWER:   c
POINTS:   1
REFERENCES:   155

 

10. An endlessly looping animated GIF can _______ visitors.

a. energize b. annoy
c. excite d. thrill

 

ANSWER:   b
POINTS:   1
REFERENCES:   155

 

11. When possible, decrease the _______, or number of colors, of images.

a. resolution b. bit depth
c. color factor d. shadow rate

 

ANSWER:   b
POINTS:   1
REFERENCES:   155

 

12. Which of the following guidelines should you NOT follow in order to optimize your animated GIFs for size and quality?

a. plan the essential animation effects b. limit image colors
c. crop unwanted pixels d. increase looping frequency for greater efficiency

 

ANSWER:   d
POINTS:   1
REFERENCES:   155-156

 

13. _______ are web-based computer applications that contain interactive multimedia elements.

a. Flash films b. Avatars
c. Web-based forms d. RIAs

 

ANSWER:   d
POINTS:   1
REFERENCES:   156

 

14. Which of the following is increasingly relied upon by web designers to create browser- and device-independent animations and movies?

a. Flash b. Silverlight
c. HTML 5 d. both A and B

 

ANSWER:   c
POINTS:   1
REFERENCES:   156

 

15. _______ content is any content that entices website visitors to return frequently.

a. Sticky b. Integral
c. Composed d. Static

 

ANSWER:   a
POINTS:   1
REFERENCES:   156

 

16. Which of the following is NOT true of HTML 5?

a. It is an open format. b. It requires proprietary viewing and creation tools.
c. Screen readers and adaptive devices can interpret its content more easily. d. It uses the <audio> and <video> tags to enable multimedia content to run within a webpage.

 

ANSWER:   b
POINTS:   1
REFERENCES:   156

 

17. _______ use a browser window for the application’s user interface and store the application’s internal instructions on an application server.

a. Databases b. Proprietary tools
c. RIAs d. Sticky apps

 

ANSWER:   c
POINTS:   1
REFERENCES:   156

 

18. With _______, the image is not changed manually.

a. page by page animation b. animation with tweening
c. frame-by-frame animation d. FPS animation

 

ANSWER:   b
POINTS:   1
REFERENCES:   157

 

19. With _______, the animation software automatically creates the necessary frames within the changing image in between the beginning and ending frames.

a. animation with tweening b. frame-by-frame animation
c. page by page animation d. animation with framing

 

ANSWER:   a
POINTS:   1
REFERENCES:   157

 

20. Use _______ on your website only if it/they add value to the visitor’s experience or enhance page content.

a. a color scheme b. animations
c. text d. links

 

ANSWER:   b
POINTS:   1
REFERENCES:   157

 

21. Today, you might find avatars used in/at all of the following EXCEPT _______.

a. MMOGs b. 3D virtual worlds
c. e-commerce websites d. business blogs

 

ANSWER:   d
POINTS:   1
REFERENCES:   157

 

22. Some e-commerce websites use _______ as a virtual model to “try on” clothing before purchasing it.

a. widgets b. gadgets
c. avatars d. clones

 

ANSWER:   c
POINTS:   1
REFERENCES:   157

 

 

23. Websites, such as those shown in the accompanying figure, provide low-cost tools to create and maintain _______.

a. avatars b. gadgets
c. widgets d. clones

 

ANSWER:   a
POINTS:   1
REFERENCES:   158

 

24. Website _______ are alternate virtual identities.

a. RIAs b. avatars
c. keystones d. progressors

 

ANSWER:   b
POINTS:   1
REFERENCES:   158

 

25. Website _______ are small code objects that provide dynamic web content.

a. gadgets b. images
c. forms d. videos

 

ANSWER:   a
POINTS:   1
REFERENCES:   159

 

26. RealProducer and Audacity are two examples of _______ software or apps.

a. illustration b. audio recording and editing
c. screen capture d. gadget implementing

 

ANSWER:   b
POINTS:   1
REFERENCES:   161

 

27. Which of the following is a web audio format?

a. RealProducer b. Windows Media
c. Audacity d. BoldChat

 

ANSWER:   b
POINTS:   1
REFERENCES:   162

 

28. _______ is an example of sound-editing software used to create and edit audio files.

a. Adobe Photoshop CS5 b. WaveLab 7
c. RealPlayer d. Adobe Premier Pro CS5

 

ANSWER:   b
POINTS:   1
REFERENCES:   162

 

29. Selecting a _______ audio channel reduces the audio file size.

a. mono b. stereo
c. wave6 d. monochrome

 

ANSWER:   a
POINTS:   1
REFERENCES:   162

 

30. A(n) _______ rate of 48 kHz yields higher quality audio and a much bigger file than a rate of 11.127 kHz.

a. artifacting b. digitizing
c. rasterizing d. sampling

 

ANSWER:   d
POINTS:   1
REFERENCES:   162

 

31. Which audio channel is the best choice for an audio message?

a. stereo b. camera
c. mono d. dual

 

ANSWER:   c
POINTS:   1
REFERENCES:   162

 

32. Which of the following is usable with the free QuickTime player on most devices and platforms?

a. .avi b. .rm
c. .mov d. .mpeg

 

ANSWER:   c
POINTS:   1
REFERENCES:   163

 

33. Scripting languages, applets, and servlets play a role in creating _______ website elements.

a. color-coordinated b. visual identity
c. unified d. interactive

 

ANSWER:   d
POINTS:   1
REFERENCES:   164

 

34. An example of multiple, sequential form pages is an e-commerce site’s _______.

a. shopping cart b. contact page
c. search feature d. splash page

 

ANSWER:   a
POINTS:   1
REFERENCES:   165

 

35. A _______ is a browser feature that restricts a script from running on the computer or device to protect the device from malware risks.

a. script wrapper b. sandbox
c. raster d. security blanket

 

ANSWER:   b
POINTS:   1
REFERENCES:   166

 

36. _______ are small programs that are designed to execute in a browser and are sent to a browser as a separate file together with the related webpage.

a. Servlets b. Scriptlets
c. Applets d. Weblets

 

ANSWER:   c
POINTS:   1
REFERENCES:   166

 

37. All of the following are scripting languages EXCEPT _______.

a. ASP b. HTML 5
c. MySQL d. PHP

 

ANSWER:   b
POINTS:   1
REFERENCES:   166

 

38. _______ allow(s) visitors to ask questions about products or services in real time.

a. E-mail b. Blogs
c. Live chat d. Web-based forms

 

ANSWER:   c
POINTS:   1
REFERENCES:   168

 

39. Visitors’ real time messages are answered by in-house or outsourced _______.

a. chat providers b. chat agents
c. chat supporters d. none of the above

 

ANSWER:   b
POINTS:   1
REFERENCES:   168

 

40. If you do not operate your own servers, you can purchase _______ blog or live chat software or services.

a. hosted b. e-mail
c. streaming d. downloadable

 

ANSWER:   a
POINTS:   1
REFERENCES:   169

 

Multiple Response: Modified Multiple Choice

 

41. Multimedia elements are typically some combination of _______.

a. text b. images
c. animation d. audio and video

 

ANSWER:   a, b, c, d
POINTS:   1
REFERENCES:   152

 

42. Which of the following are drawbacks associated with webpage multimedia?

a. accessibility for visitors with disabilities b. budget constraints
c. need for browser plug-ins d. use of substantial storage space

 

ANSWER:   a, b, c, d
POINTS:   1
REFERENCES:   152

 

43. Which of the following can be used to create rich interactive applications?

a. Flash b. Silverlight
c. HTML 5 d. CSS

 

ANSWER:   a, b, c
POINTS:   1
REFERENCES:   156

 

44. Gamers in 3D virtual worlds create _______ for their use.

a. avatars b. alternative personas
c. virtual identities d. clones

 

ANSWER:   a, b, c
POINTS:   1
REFERENCES:   157

 

45. In Flash movies, the animation process is accomplished by means of _______.

a. frame-by-frame animation b. page-by-page animation
c. animation with meaning d. animation with tweening

 

ANSWER:   a, d
POINTS:   1
REFERENCES:   157

 

True/False

 

46. Multimedia elements are required for a successful website.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   152

 

47. Many well-designed websites achieve their objectives without using multimedia.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   152

 

48. All multimedia elements are compatible with all browsers and devices.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   152

 

49. You should select only those ready-to-use animations that will satisfy your target audience’s expectation for content at your website.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   154

 

50. Animated GIFs are both popular and prevalent web elements.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   154

 

51. An individual animated GIF file also contains the instructions and timings to display the image in the browser.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   154

 

52. Most browsers support animated GIFs without requiring a browser plug-in.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   154

 

53. In general, when creating animated GIFs, you should specify the time interval between frames in minutes.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   155

 

54. One issue with HTML 5 is that different browsers or devices can interpret the standards differently.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   156

 

55. Visitors must have the free Flash media player plug-in installed to view Flash movies.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   156

 

56. More WYSIWYG platforms exist to support creation of HTML 5 animations and movies than exist to create Flash and Silverlight RIAs.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   156

 

57. Silverlight is a cross-browser and cross-platform RIA plug-in.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   156

 

58. Frame-by-frame animation is a more expedient, less-intensive method of animation than animation by tweening.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   157

 

59. Millions of gamers interact with each other by playing MMOGs or by participating in 3D virtual worlds.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   157

 

60. Avatars have uses in social media and e-learning platforms.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   159

 

61. Clocks, weather reports, and breaking news headlines are all examples of website gadgets.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   159

 

62. Pseudo streaming allows the media to play while it downloads.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   160

 

63. With progressive downloading, once a media file is downloaded, it resides on the computer or device and can be played in its entirety without interacting with the host server.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   160

 

64. One advantage of downloadable media is that once the file has been downloaded, it can be accessed again and again.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   160

 

65. One advantage of streaming media is very low bandwidth requirements.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   160

 

66. Many visitors consider webpage background music to be useful.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   161

 

67. To stream audio, your webpage files must be stored on a server that also has streaming software to deliver the audio stream when requested by the browser.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   161

 

68. A screencast is a video of a computer screen’s changing content over time and is used for web-based training videos and demonstrations.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   164

 

69. You can define the general quality level of your video by adjusting the compression.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   164

 

70. Use color to highlight and segment information on a web-based form.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   165

 

Completion

 

71. Multimedia elements add interest and excitement to your site, whereas ____________________ elements allow you to connect with your target audience.

ANSWER:   interactive
POINTS:   1
REFERENCES:   151

 

72. Today’s ____________________ editors include tools for incorporating multimedia with ease.

ANSWER:   WYSIWYG
POINTS:   1
REFERENCES:   152

 

73. Popular ____________________ support the plug-ins needed to view and play most multimedia elements.

ANSWER:   web browsers
browsers
POINTS:   1
REFERENCES:   152

 

 

74. Ready-to-use ____________________ elements can be downloaded from countless websites, such as the one shown in the accompanying figure.

ANSWER:   animated
POINTS:   1
REFERENCES:   153

 

75. An animated GIF contains multiple images stored in a single file within ____________________.

ANSWER:   animation frames
POINTS:   1
REFERENCES:   154

 

76. You can use high-end ____________________ software, such as Adobe Photoshop, to create animated GIFs.

ANSWER:   image-editing
image editing
POINTS:   1
REFERENCES:   154

 

77. Some GIF animation software contains ____________________, which are step-by-step instructions for creating commonly used animated GIFs, such as banners and buttons.

ANSWER:   wizards
POINTS:   1
REFERENCES:   154

 

78. When creating animated GIFs, specify whether the animation should ____________________, or repeat.

ANSWER:   loop
POINTS:   1
REFERENCES:   155

 

79. ____________________ is a browser plug-in technology designed to play the multimedia content found in rich interactive applications.

ANSWER:   Microsoft Silverlight
Silverlight
POINTS:   1
REFERENCES:   156

 

80. With ____________________ animation, the designer must change the image manually.

ANSWER:   frame-by-frame
POINTS:   1
REFERENCES:   157

 

81. Animated alternative personas used by gamers playing MMOGs are called _____________________.

ANSWER:   virtual identities
avatars
POINTS:   1
REFERENCES:   157

 

82. Some B2C clothing retailers use ____________________ as virtual models, which are used to “try on” clothing before purchasing it.

ANSWER:   avatars
POINTS:   1
REFERENCES:   157

 

83. Gadgets are also called ____________________.

ANSWER:   widgets
POINTS:   1
REFERENCES:   159

 

84. E-commerce ____________________ and webpage gadgets can add interest to a website; however, both should only be used to further the website’s message and purpose and enrich its target audience’s experience at the website.

ANSWER:   avatars
POINTS:   1
REFERENCES:   159

 

85. Adding ____________________ files to your webpages can add sound effects, entertain visitors with background music, deliver a personal message, or promote a product or service with testimonial statements.

ANSWER:   audio
POINTS:   1
REFERENCES:   160

 

86. If your computer or device has a(n) ____________________ or capability, a microphone, and speakers, you can create your own audio messages inexpensively and easily.

ANSWER:   sound card
POINTS:   1
REFERENCES:   161

 

87. ____________________ is a measure of audio quality.

ANSWER:   Bit depth
POINTS:   1
REFERENCES:   162

 

88. Analog audio files can be digitized, or ____________________, by using sound-editing software, such as Audacity.

ANSWER:   encoded
POINTS:   1
REFERENCES:   162

 

89. A(n) __________________ is similar to an applet; however, it executes from the server instead of executing within the visitor’s browser.

ANSWER:   servlet
POINTS:   1
REFERENCES:   166

 

90. You should use caution before downloading any type of free dynamic content from an unknown source to prevent downloading ____________________ to your computer.

ANSWER:   malware
POINTS:   1
REFERENCES:   166

 

Modified True/False

 

91. You should use GIF animation or illustration software to optimize an animated GIF image file for size and quality when saving or exporting it. _________________________

ANSWER:   False – image editing
POINTS:   1
REFERENCES:   156

 

92. Desktop applications use a browser window for the application’s user interface and store the application’s internal instructions on an application server. _________________________

ANSWER:   False – Rich interactive
POINTS:   1
REFERENCES:   156

 

93. You should determine whether you have the necessary expertise and resources to incorporate movies at your website. _________________________

ANSWER:   True
POINTS:   1
REFERENCES:   157

 

94. Streaming audio begins playing as the audio is delivered by the server. _________________________

ANSWER:   True
POINTS:   1
REFERENCES:   161

 

95. The film rate for web video ranges from 10 to 15 fps. _________________________

ANSWER:   False – frame
POINTS:   1
REFERENCES:   164

 

Essay

 

96. Discuss the disadvantages of including multimedia at a website.

ANSWER:   Multimedia elements typically are some combination of text, images, animation, audio, and video used to produce stimulating, engaging webpage content. Although multimedia can add value and interest to your website, it is not essential. Many well-designed websites achieve their objectives without it. Drawbacks associated with using multimedia include longer download time for visitors using mobile devices, the need for browser plug-ins, and the use of substantial storage space on your website’s host server. In addition, multimedia elements might not be accessible for visitors with disabilities, such as those who have hearing or visual impairments, or on certain mobile devices. Lastly, creating professional quality multimedia often exceeds the expertise and budget of many designers.
POINTS:   1
REFERENCES:   152
TOPICS:   Critical Thinking

 

97. List the general guidelines for using website multimedia.

ANSWER:   1. Give website visitors a choice of high- or low-bandwidth content, such as audio instead of video, as well as streaming or downloadable multimedia content.
2. List any necessary plug-ins and provide links to locations to download if necessary.
3. If possible, provide options for full-screen viewing of videos or animations.
4. Provide text equivalents for all multimedia elements to meet accessibility standards.5. Do not waste bandwidth on an uninteresting video clip with little action if an audio clip alone will convey the real content of value.
6. When developing original multimedia, break audio or video files into short segments to create smaller files.
POINTS:   1
REFERENCES:   153
TOPICS:   Critical Thinking

 

98. List the guidelines to follow when considering whether to incorporate movies in your website.

ANSWER:   When considering whether to incorporate movies at your website, consider these guidelines:
1. Determine whether you have the necessary expertise and resources. The creation of web movies is often part of the multimedia producer role.
2. Use movies only if they contribute to your website’s purpose in a way that other website elements cannot.
3. Indicate on your website the necessary plug-in, if needed. Provide a link to the plug-in download website.
POINTS:   1
REFERENCES:   157
TOPICS:   Critical Thinking

 

Critical Thinking Questions
Case 6-1
 

Your nephew Jim has volunteered to create a website for his high school band. He asks for your suggestions on ways to make the website more interesting and exciting.

 

99. Jim wants to add animation to the site with free or inexpensive animated GIFs. You suggest that he _______.

a. add two or three animated GIFs to each page to really pump up the excitement c. download Microsoft Silverlight and use it to create really flashy animated GIFs
b. use illustration software to create his own animated GIFs d. search the web for ready-to-use animated GIFs that promote his website’s message but limit their use to one per webpage

 

ANSWER:   D
POINTS:   1
REFERENCES:   154
TOPICS:   Critical Thinking

 

100. Jim also is eager to add background music to the website’s pages. You tell him to ____.

a. copy the music from a high-quality music CD c. be sure to add a control visitors can use to turn the music off and on
b. go for it; website visitors typically love background music d. use streaming audio so that site visitors can replay the music again and again

 

ANSWER:   C
POINTS:   1
REFERENCES:   161
TOPICS:   Critical Thinking

 

Critical Thinking Questions
Case 6-2
 

You are spending the summer as an intern at a prominent web design firm. Today, you are assigned to assist a designer with changes to a major B2C e-commerce client’s website.

 

101. Your first task is to double-check a new web-based customer service request form. During your review, you notice a problem and point out to the web designer that _______.

a. the text boxes are large enough to hold the approximate number of characters for a typical response c. a reset button should be included so that the user can clear the form quickly and reenter the information if necessary
b. color is used to highlight and segment information d. text responses are limited to characters or numbers

 

ANSWER:   C
POINTS:   1
REFERENCES:   165
TOPICS:   Critical Thinking

 

102. During lunch, you and the designer discuss ways to add more interactivity to the client’s website. You suggest that _______.

a. the client might consider adding live chat to its customer support operations c. a Flash movie splash page might be just the thing to add more interactivity
b. the designer add several animated GIFs to the website’s pages to boost interactivity d. the designer check out e-commerce avatars for the website

 

ANSWER:   A
POINTS:   1
REFERENCES:   168
TOPICS:   Critical Thinking

 

Matching

 

Identify the letter of the choice that best matches the phrase or definition.

a. WAI guidelines
b. animation frames
c. animated GIF
d. compression
e. rich interactive applications
f. e-commerce avatar
g. gadgets
h. screencast
i. bit depth
j. web-based form

 

REFERENCES:   155
157
164
152
156
159
162
154

 

103. Requires color, transparency, timing, and looping adjustments

ANSWER:   c
POINTS:   1

 

104. A virtual model at an e-commerce website

ANSWER:   f
POINTS:   1

 

105. A video of a computer screen’s changing content over time

ANSWER:   h
POINTS:   1

 

106. Can be lossy or lossless for video

ANSWER:   d
POINTS:   1

 

107. Requires a text equivalent for every nontext element

ANSWER:   a
POINTS:   1

 

108. Used to obtain visitors’ feedback

ANSWER:   j
POINTS:   1

 

109. Uses a browser as the user interface

ANSWER:   e
POINTS:   1

 

110. Small code objects that provide dynamic web content

ANSWER:   g
POINTS:   1

 

111. A measure of audio quality

ANSWER:   i
POINTS:   1

 

112. Displayed over a specific time interval to give the illusion of movement

ANSWER:   b
POINTS:   1

 

Chapter 7 Promoting  and maintaining a website

 

Multiple Choice

 

1. A webpage link that no longer works is called a _______ link.

a. broken b. live
c. missing d. followed

 

ANSWER:   a
POINTS:   1
REFERENCES:   176

 

2. A _______ server offers virtual storage for not only your website content, but other files related to your business or personal life.

a. server-side b. browser-side
c. cloud-based d. client-side

 

ANSWER:   c
POINTS:   1
REFERENCES:   178

 

 

3. Thousands of web _______ companies, such as those shown in the accompanying figure, offer server space for a fee.

a. designing b. hosting
c. marketing d. advertising

 

ANSWER:   b
POINTS:   1
REFERENCES:   178

 

4. A _______ web server is one that hosts only your website files.

a. private b. personal
c. dedicated d. anonymous

 

ANSWER:   c
POINTS:   1
REFERENCES:   178

 

5. A(n) _______ web server hosts multiple websites.

a. dedicated b. baseline
c. dynamic d. shared

 

ANSWER:   d
POINTS:   1
REFERENCES:   178

 

6. Your operating system’s _______ organizes your documents and files into folders, and you can use it to upload your website files directly from your computer’s hard disk to your host’s web server.

a. command-line b. WYSIWYG
c. FTP client d. file management

 

ANSWER:   d
POINTS:   1
REFERENCES:   180

 

7. _______ software, such as Microsoft Expression Web, allows you to publish and update your website from within the program.

a. FTP client b. WYSIWYG editor
c. CSS editor d. Distributed CMS

 

ANSWER:   b
POINTS:   1
REFERENCES:   181

 

8. FileZilla is an example of _______ software.

a. web browser b. web design
c. FTP client d. web testing

 

ANSWER:   c
POINTS:   1
REFERENCES:   182

 

9. Which of the following is NOT an element that needs to be checked periodically after your website is published to the live server?

a. Confirm that all images are displayed properly. b. Ensure all interactive elements are functioning properly.
c. Make sure that no links are reciprocal. d. Skin the content, especially when it contains schedule or date information that may be time sensitive.

 

ANSWER:   c
POINTS:   1
REFERENCES:   182-183

 

10. To generate a high volume of traffic to your website, you should use both _______ and traditional promotional techniques.

a. online b. offline
c. word of mouth d. print materials

 

ANSWER:   a
POINTS:   1
REFERENCES:   183

 

11. The online promotional method that involves applying specific web design and development techniques to webpages to increase the possibility that the webpages will appear near the top of a search results list is called _______.

a. search engine submission b. search engine paid placement
c. search engine optimization d. search engine results modification

 

ANSWER:   c
POINTS:   1
REFERENCES:   184

 

12. An impressive number of incoming links to your webpages are also part of _______.

a. FTP b. HTML
c. WAI d. SEO

 

ANSWER:   d
POINTS:   1
REFERENCES:   185

 

13. You can increase the possibility of your webpages appearing in some search results lists by including _______ and carefully crafting each webpage’s title.

a. links b. meta tags
c. images d. colors

 

ANSWER:   b
POINTS:   1
REFERENCES:   184-185

 

14. Search tool advertising programs, such as Yahoo! Small Business, allow you to add a _______  for specific keywords to a search results webpage.

a. reciprocal link b. paid placement
c. online form d. dynamic roster

 

ANSWER:   b
POINTS:   1
REFERENCES:   185

 

15. Using a _______ service is an alternative to waiting for search engines to find and index your website or spending your own time registering your webpages with multiple search tools.

a. reciprocal link b. meta tag placement
c. keyword search d. search tool submission

 

ANSWER:   d
POINTS:   1
REFERENCES:   186

 

16. Some search engine optimization consultants offer _______ as a way to promote their consulting services.

a. online advertising networks b. meta tags
c. search tool submission services d. affiliate programs

 

ANSWER:   c
POINTS:   1
REFERENCES:   186

 

17. A(n) _______ is an e-commerce online advertising program in which a website pays a fee or commission on sales generated by visitors driven to the website by links on other websites.

a. online advertising network b. affiliate program
c. search tool submission service d. publishing network

 

ANSWER:   b
POINTS:   1
REFERENCES:   186

 

18. Affiliate program _______ place specially formatted links to advertisers’ websites on their webpages.

a. publishers b. users
c. visitors d. promoters

 

ANSWER:   a
POINTS:   1
REFERENCES:   186

 

19. In an affiliate program, the _______ is the merchant website that pays a fee or commission on sales generated by visitors driven to the website by links on other customer websites.

a. publisher b. advertiser
c. seller d. promoter

 

ANSWER:   b
POINTS:   1
REFERENCES:   186

 

20. In an online advertising network, a website that has space to display the ads is called a(n) _______.

a. publisher b. advertiser
c. seller d. promoter

 

ANSWER:   a
POINTS:   1
REFERENCES:   186

 

21. A(n) _______ program is an online promotional tool that generates revenue source for website publishers.

a. link exchange b. search tool submission
c. affiliate d. device-independent

 

ANSWER:   c
POINTS:   1
REFERENCES:   187

 

22. Google’s Affiliate Network is an example of a(n) _______.

a. affiliate management network b. online advertising affiliation
c. affiliated search tool submission service d. link exchange program

 

ANSWER:   a
POINTS:   1
REFERENCES:   187

 

23. _______ links work well when the companies are in related fields, but are not direct competitors.

a. Web b. Reciprocal
c. Fresh d. Followed

 

ANSWER:   b
POINTS:   1
REFERENCES:   188

 

24. A(n) _______ brings together companies that want to purchase online or in-app advertising and companies that want to sell ads on their websites or in their apps.

a. online advertising network b. link exchange program
c. affiliate program d. none of the above

 

ANSWER:   a
POINTS:   1
REFERENCES:   188

 

25. A _______ ad is a rectangular webpage advertisement that links to the advertiser’s website.

a. sidebar b. banner
c. Flash movie d. rich media

 

ANSWER:   b
POINTS:   1
REFERENCES:   189

 

26. A _______ ad is a vertical rectangular webpage ad.

a. pop-up b. banner
c. Flash movie d. sidebar

 

ANSWER:   d
POINTS:   1
REFERENCES:   189

 

27. Joining an online advertising network as a(n) _______ is a way to generate revenue at your site.

a. advertiser b. visitor
c. publisher d. developer

 

ANSWER:   c
POINTS:   1
REFERENCES:   189

 

28. A visitor might not even be aware of a(n) _______ ad window until the browser window closes.

a. superficial b. pop-under
c. counterveiling d. impression-based

 

ANSWER:   b
POINTS:   1
REFERENCES:   190

 

29. _______ e-mail advertising is also called permission-based e-mail advertising.

a. Free b. Web-based
c. Opt-in d. Linked

 

ANSWER:   c
POINTS:   1
REFERENCES:   190

 

30. _______ e-mail advertising requires that the message recipient formally agree to receive the e-mail advertising.

a. Opt-out b. Opt-in
c. Opt-send d. Opt-for

 

ANSWER:   b
POINTS:   1
REFERENCES:   190

 

31. A(n) _______ is a measurement standard with which actual performance can be compared.

a. goal b. objective
c. result d. benchmark

 

ANSWER:   d
POINTS:   1
REFERENCES:   193

 

32. _______ are small text files stored on a webpage visitor’s hard drive, usually without the visitor’s knowledge.

a. Server log transactions b. Tracking cookies
c. Banner ads d. Flash movie ads

 

ANSWER:   b
POINTS:   1
REFERENCES:   193

 

33. _______ installed by web marketers are used to monitor which sites the visitor visited and other visitor behaviors.

a. Tracking cookies b. Banner ads
c. Server log transactions d. Rich media ads

 

ANSWER:   a
POINTS:   1
REFERENCES:   193

 

34. From raw transaction data, additional measures of visitors’ behaviors can be evaluated using _______ software.

a. WYSIWYG editor b. web server log analysis
c. dynamic database d. benchmarking

 

ANSWER:   b
POINTS:   1
REFERENCES:   194

 

35. Web _______ involve combining various types of visitor data and then analyzing that data to discover how visitors act at a website.

a. transactions b. identifiers
c. objectives d. metrics

 

ANSWER:   d
POINTS:   1
REFERENCES:   194

 

36. A _______ visitor is an individual visitor to a site; this measurement can help determine the success of your website promotional efforts.

a. special b. repeat
c. unique d. remote

 

ANSWER:   c
POINTS:   1
REFERENCES:   194

 

37. The webpage _______ measurement determines webpage popularity.

a. trackers b. identifiers
c. views d. controls

 

ANSWER:   c
POINTS:   1
REFERENCES:   194

 

38. A small number of repeat visitors to an e-commerce site might indicate that _______.

a. visitors are not finding useful information or helpful features b. website promotion methods are working
c. the website has a webpage that is seldom viewed d. shoppers are not being converted into buyers

 

ANSWER:   a
POINTS:   1
REFERENCES:   194

 

39. The web metric that identifies the rate at which a visitor who is shopping at a website becomes a buyer of the website’s products or services is the _______ rate.

a. paging b. click-through
c. tracking d. conversion

 

ANSWER:   d
POINTS:   1
REFERENCES:   195

 

40. A _______ analysis might indicate how long visitors are viewing a specific page at your website.

a. pass-through b. click-stream
c. click-through d. repeat visitor

 

ANSWER:   b
POINTS:   1
REFERENCES:   194-195

 

Multiple Response: Modified Multiple Choice

 

41. Which of the following questions are appropriate for a target audience testing questionnaire?

a. What improvements, if any, would you suggest for the website? b. Was the website’s content interesting and valuable?
c. Was it easy or difficult to navigate the website? d. Are WAI guidelines for images and multimedia met?

 

ANSWER:   a, b, c
POINTS:   1
REFERENCES:   177

 

42. Which of the following could be part of a target audience testing group for an e-commerce website?

a. employees b. designers from competitor firms
c. vendors d. other business partners

 

ANSWER:   a, c, d
POINTS:   1
REFERENCES:   177

 

43. Which of the following promotional techniques are appropriate for a limited website promotion budget?

a. manual search tool submission b. banner ads
c. advertising through an affiliate network d. word of mouth

 

ANSWER:   a, d
POINTS:   1
REFERENCES:   183

 

44. Which of the following promotional tools can be effective for an e-commerce website with a promotional budget?

a. search engine sponsored placement b. affiliate program participation
c. search tool submission service d. opt-in advertising

 

ANSWER:   a, b, c, d
POINTS:   1
REFERENCES:   183

 

45. Which of the following is a type of online ad?

a. pop-up ad b. pop-under ad
c. rich media ad d. affiliate ad

 

ANSWER:   a, b, c
POINTS:   1
REFERENCES:   189-190

 

True/False

 

46. After your website is published to a live web server, you are ready to begin the self-testing and target audience testing processes.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   176

 

47. Some web hosting companies cater to e-commerce websites that require a more sophisticated level of server support, such as shopping carts, comments features, and more.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   178

 

48. Some web hosting services might assist with acquiring a domain name for an additional fee.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   179

 

49. Apple computers use File Explorer to organize files and folders.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   180

 

50. If you are using a file management system, you will save files to the host company’s web server as you create them.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   180

 

51. After your website “goes live” there is no longer any need to test website elements, such as images and links.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   182

 

52. Attracting numerous visitors is a top-level concern no matter the type of website.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   183

 

53. Some award websites focus on a specific industry or type of business.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   183

 

54. For an organizational/topical or e-commerce website, the volume of traffic can be one factor of success or failure.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   183

 

55. Clearly worded webpage text is a search engine optimization technique.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   185

 

56. For a personal website, it might be helpful to hire an SEO consultant to help direct SEO efforts.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   185

 

57. An affiliate program is a business that registers websites with multiple search tools for a fee.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   186

 

58. In an affiliate program, the publisher pays a fee or commission on sales generated by visitors driven to the website by links on advertiser websites.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   186

 

59. In a link exchange program, if a visitor makes a purchase at an advertiser’s website, the visitor receives commission on the sale or a flat fee.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   187

 

60. The criteria and rewards for becoming an affiliate program publisher are the same no matter the publisher.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   187

 

61. Some link exchanges offer reciprocal links free to members; others charge a fee to establish reciprocal links.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   188

 

62. When a visitor clicks an ad from a webpage or from within an app, the visitor’s browser goes to the ad’s link target.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   188

 

63. You can block pop-up ads in any app in which they appear.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   189

 

64. If you need to build your audience, you are discouraged from offering subscribers an option to unsubscribe from email newsletters, for example.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   190

 

65. Publishers base the amount of money they charge advertisers for an ad on expansions.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   190

 

66. Floating ads are webpage advertisements that seem to float across the screen for a few seconds.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   190

 

67. Spam is annoying, but not illegal.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   192

 

68. An effectively written, permission-based opt-in text or email can entice visitors to revisit your website to learn about new products.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   192

 

69. Promotional giveaways include such items as stationery, business cards, brochures, reports, signage, and magazines.

a. True
b. False

 

ANSWER:   False
POINTS:   1
REFERENCES:   192

 

70. Having a large number of visitors who do not initiate a purchase could mean that your advertising dollars attract the wrong audience or that there is something wrong with either the products themselves or the way they appear on the webpage.

a. True
b. False

 

ANSWER:   True
POINTS:   1
REFERENCES:   195

 

Completion

 

71. After your website is published, you then embark on the ongoing process of ____________________ and maintaining your website.

ANSWER:   promoting

advertising

POINTS:   1
REFERENCES:   175

 

72. ____________________ is the standard set of rules for uploading or downloading files over the Internet, such as webpage files to a web server.

ANSWER:   File Transfer Protocol
FTP
File Transfer Protocol (FTP)
FTP (File Transfer Protocol)
POINTS:   1
REFERENCES:   180

 

73. FileZilla is a software program that provides a user interface for transferring files using the ____________________ protocol.

ANSWER:   FTP
POINTS:   1
REFERENCES:   182

 

74. Using an FTP client, after your website is published, you can ____________________ the files, which makes sure that any changed files are the same on both servers.

ANSWER:   sync
POINTS:   1
REFERENCES:   182

 

75. Google ____________________ is an update to the Google search algorithm.

ANSWER:   Panda
POINTS:   1
REFERENCES:   184

 

76. Web designers recommend learning about proper use of ____________________ to ensure your website reaches its target audience.

ANSWER:   keywords
POINTS:   1
REFERENCES:   184-185

 

77. The density of specific ____________________ in webpage text is a search engine optimization technique.

ANSWER:   keywords
POINTS:   1
REFERENCES:   185

 

78. Participating in a(n) ____________________ program is a good way for a business to drive traffic to its website.

ANSWER:   affiliate
POINTS:   1
REFERENCES:   187

 

79. A(n) _____________________ is a business that manages affiliate programs by helping to establish the relationship between advertisers and publishers.

ANSWER:   affiliate management network
POINTS:   1
REFERENCES:   187

 

80. A(n) ____________________ monitors visitors’ click-throughs and processes commission or fee payments to publishers.

ANSWER:   affiliate management network
POINTS:   1
REFERENCES:   187

 

81. A(n) ____________________ link is a link between two website owners who agree informally to put a respective link to the other’s website on their webpages.

ANSWER:   reciprocal
POINTS:   1
REFERENCES:   188

 

82. A(n) ____________________ brings together companies that want to purchase online or in-app advertising with companies that want to sell ads on their websites or in their apps.

ANSWER:   advertising network
POINTS:   1
REFERENCES:   188

 

83. Ads provided by an online advertising network are stored on a(n) ___________________ server and then “served up” when added to a search results page or when a visitor requests a publisher’s pages.

ANSWER:   ad
POINTS:   1
REFERENCES:   188

 

84. Banner ____________________ websites facilitate an exchange of banner ads among members.

ANSWER:   exchange
POINTS:   1
REFERENCES:   189

 

85. A(n) ____________________ is the process of a website visitor clicking an webpage ad to jump to the advertiser’s website.

ANSWER:   click-through
POINTS:   1
REFERENCES:   189

 

86. Pop-up ads are so unpopular with visitors that today’s ____________________ contain pop-up window blocking features.

ANSWER:   browsers
web browsers
POINTS:   1
REFERENCES:   189

 

87. Rich ____________________ ads contain multimedia elements.

ANSWER:   media
POINTS:   1
REFERENCES:   190

 

 

88. Cost for a banner ad, pop-up ad (like the one in the accompanying figure), pop-under ad, or rich media ad is based on ____________________ or click-throughs to the advertiser’s website.

ANSWER:   impressions
POINTS:   1
REFERENCES:   190

 

89. ____________________ banner ads grow larger when clicked.

ANSWER:   Expandable
POINTS:   1
REFERENCES:   190

 

90. Be considerate and always provide a way for recipients to __________________ from opt-in email advertising messages and newsletters.

ANSWER:   unsubscribe
POINTS:   1
REFERENCES:   191

 

Modified True/False

 

91. A(n) verification server enables testing in an environment similar to that of a live web server.

_________________________

ANSWER:   False – staging
POINTS:   1
REFERENCES:   176

 

92. Some accredited registrars, such as register.com or Network Solutions, offer low-cost web hosting services. _________________________

ANSWER:   True
POINTS:   1
REFERENCES:   178

 

93. If you use Windows, your file management system is Finder. _________________________

ANSWER:   False – File Explorer
POINTS:   1
REFERENCES:   180

 

94. To use a submission service, you typically provide information about your website, such as URL, description, and keywords. _________________________

ANSWER:   True
POINTS:   1
REFERENCES:   186

 

95. Unsolicited email advertising is called ham. _________________________

ANSWER:   False – spam
POINTS:   1
REFERENCES:   192

 

Essay

 

96. List at least four steps in the self-testing process.

ANSWER:   As part of the self-testing process, you should do the following:

1. Ensure that all images and multimedia elements work as intended. Verify that the page code does not contain misspellings of the image or multimedia file names and does not link to an invalid folder location or external webpage.

2. Test the navigation and search tools and examine the website’s structure to determine whether visitors can find all pages easily.

3. Test all internal and external links to make certain they work properly and none are broken. A broken link is one that does not work. Verify that the link text identifies its target clearly and that the correct page opens when clicked. If relevant, make sure that the new page opens in the same browser window, a new tab, or a new window as specified.

4. Include a text equivalent for all nontext elements to satisfy WAI guidelines for images and multimedia.

5. Use any optimization tools provided by your WYSIWYG editor or content management system. Possible tools include: HTML validation, HTML cleanup, accessibility testing, and website speed testing.

6. Correct any problems uncovered by testing, and retest to verify your corrections solved the issues.

7. Use different browsers, devices, and screen sizes to perform Steps 1 to 5. You can expect a reasonable range of variances as long as the page appears legible and looks well laid out in each instance.

POINTS:   1
REFERENCES:   176
TOPICS:   Critical Thinking

 

97. Describe an affiliate program and discuss the advantages of participating in an affiliate program, as both an advertiser and as a publisher.

ANSWER:   An affiliate program is an e-commerce performance-based online advertising program in which a merchant website, called the advertiser, pays a fee or commission on sales generated by visitors driven to the website by links on other customer websites, known as publishers. Examples include Amazon.com Associates and the iTunes Affiliate Program. Affiliate program publishers place specially formatted links to advertisers’ websites on their webpages. One type of affiliate program is in-app advertising, when an app, such as a game, includes advertisements for related products.
POINTS:   1
REFERENCES:   186
TOPICS:   Critical Thinking

 

98. List at least three kinds of information that can be extracted from server log transactions.

ANSWER:   1. The requesting computer’s IP address
2. The browser making the request
3. The date and time of the request
4. The URL of a referring link (the link the visitor clicked to jump to the website’s page)
5. The path a visitor takes from page to page through a website
POINTS:   1
REFERENCES:   193
TOPICS:   Critical Thinking

 

Critical Thinking Questions
Case 7-1
 

What an exciting day! All the development work on your new website is finished and your web development team is getting ready to celebrate.

 

99. Jane, your administrative assistant, asks you what the next step will be. You tell her ____.

a. to contact Madge, in the marketing department; it is time to start promoting the website c. that tomorrow the website files will be uploaded to a live server and made available to the public
b. that tomorrow the website files will be uploaded to a staging server for self-testing and target audience testing d. that the job is finished; there is nothing more to do

 

ANSWER:   B
POINTS:   1
REFERENCES:   176
TOPICS:   Critical Thinking

 

100. Bob, your IT manager, brings you a list of potential web hosting companies for your new website. As you review the list, you ask Bob to ____.

a. revise the list so that it compares the cost and related server space allotment, level of technical support, and e-commerce server technologies supported for the top five web hosting prospects c. make sure that the web hosting company he selects is located nearby
b. just select the web hosting company he prefers as they are all pretty much alike d. rearrange the list in alphabetical order so that it is easier to make a choice

 

ANSWER:   A
POINTS:   1
REFERENCES:   179
TOPICS:   Critical Thinking

 

Critical Thinking Questions
Case 7-2
 

Now that your new e-commerce website is published to a live server, you are ready to direct your web development and marketing teams to maintain and promote the website.

 

101. During this morning’s meeting with your web development team, the new intern makes a number of observations about the success of your e-commerce website. Which of the following is NOT true?

a. It is normal to experience a percentage of visitors who initiate but do not complete a transaction. c. Having a large number of visitors, regardless of what they do on the website, is the ultimate goal.
b. If many customers are abandoning their purchase in the middle of their transaction, it could indicate issues with website usability. d. It is important to measure the number of visitors, the percentage of visitors who initiate a transaction, and the percentage of visitors who complete a transaction.

 

ANSWER:   C
POINTS:   1
REFERENCES:   195
TOPICS:   Critical Thinking

 

102. At this afternoon’s meeting with the marketing department, you express your concern about how you can be sure the website is “getting the job done” for the company. The marketing manager suggests that _______.

a. the company join an affiliate marketing program to drive visitors to its website c. the company place banner ads on multiple websites using an online advertising network
b. the company seek out reciprocal links for its website d. the company contract with a firm of professional marketers that can help develop benchmarks for the website and the web metrics necessary to compare actual results against those benchmarks

 

ANSWER:   D
POINTS:   1
REFERENCES:   193
TOPICS:   Critical Thinking

 

Matching

 

Identify the letter of the choice that best matches the phrase or definition.

a. staging server
b. Network Solutions
c. keyword stuffing
d. file management system
e. sponsored search results placement
f. hashtag
g. iTunes Affiliate Program
h. ValueClick Media
i. web browser
j. T-shirts, caps, and pens

 

REFERENCES:   180
184
188
176
192
186
189
178
185

 

103. Allows your website files to be uploaded directly from your computer’s hard disk to your host’s web server

ANSWER:   d
POINTS:   1

 

104. Used by users of selected social media tools to start or contribute to trending topics

ANSWER:   f
POINTS:   1

 

105. An online advertising network

ANSWER:   h
POINTS:   1

 

106. Used for prepublishing testing

ANSWER:   a
POINTS:   1

 

107. Typical promotional giveaways

ANSWER:   j
POINTS:   1

 

108. An e-commerce online advertising program in which a website pays a fee or commission on sales generated by visitors driven to a website by links on other websites

ANSWER:   g
POINTS:   1

 

109. Offers pop-up ad blocking features

ANSWER:   i
POINTS:   1

 

110. An accredited registrar that offers web hosting services

ANSWER:   b
POINTS:   1

 

111. An online promotional technique

ANSWER:   e
POINTS:   1

 

112. Adding or repeating commonly used search terms in a website in an attempt to increase its search rankings

ANSWER:   c
POINTS:   1