Appendix B

  1. Name the term(s) that describes the number of times a Web page is requested by the server. This is referred to as page views.

  2. What is considered the limit for banner ad file size? In most cases, 16K is the maximum.

  3. The measurement 468x60 pixels are what size banner? A full-size banner ad.

  4. What does CTR stand for? CTR stands for Click Through Rate, which is a basic measure of banner ad effectiveness.

  5. What is the measurement that refers to cost per thousand? This measurement is CPM.

  6. The number of responses to a banner ad by the user is the number of times the user does what on the banner? Clicks on the banner.

  7. With respect to advertising rates, what is the difference between CPC and CPM models? The CPC model refers to Cost Per Click, which ...

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