|Name: _________________________||Period: ___________________|
This test consists of 15 multiple choice questions and 5 short answer questions.
Multiple Choice Questions
1. Which type of search results do illegitimate spammers try to infiltrate the most?
(a) The most clicked-on results.
(b) Commercial results.
(c) The results with the most SEO content in them.
(d) Organic, non-commercial results.
2. What position does Tim Armstrong have when he says that "search turns a cost center into a profit center"?
(a) Marketing consultant to both Google and Yahoo.
(b) CEO of Yahoo.
(c) VP of sales at Google.
(d) VP of advertising at Google.
3. What is Battelle's concern with Google's motto?
(a) It is too hard to understand.
(b) It was unfairly taken from a lesser known company by Google.
(c) It is too unrealistic.
(d) It is not accurate.
4. Google's association with what country signals the potential for the company to compromise its values?
5. What is an "IPO"?
(a) Initial Public Offering.
(b) Initial Public Opposition.
(c) Interim Public Operation.
(d) Interim Public Option.
6. How many examples does Battelle give of U.S. citizens having their privacy rights violated as a result of the Patriot Act?
7. What is the advantage of having an effective question?
(a) It produces faster results.
(b) It helps the Internet reduce spam.
(c) It allows the Internet user to avoid viruses.
(d) It yields good results on the first try.
8. What specific topic from previous chapters does Battelle talk about in illustrating his examples?
(a) Paid search.
(c) Internet lawsuits.
(d) Clickstream analysis.
9. As mentioned in Chapter 10, how many employees does Google plan to have in the next few years?
(a) Half as many.
(b) Fifteen times as many.
(c) The same amount.
(d) Ten times as many.
10. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) The potential customer's intent.
(b) A product that appeals to as many different demographics as possible.
(c) A rapid increase in users or viewers.
(d) Name recognition.
11. Which company's news and legal citation services are not allowed to use search?
12. Yahoo has a philosophy that places what above technology?
13. What is the main intention of the Patriot Act when Congress passes it?
(a) To attain the location of the terrorists responsible for the 9/11 attacks.
(b) To gain information needed to prevent future terrorist attacks after the ones on 9/11.
(c) To tap into the phone lines of U.S. citizens without a legitimate reason.
(d) To trace phone calls made by terrorists before the 9/11 terrorist attacks.
14. What is "click fraud"?
(a) Illegally erasing a competitor's ad from a search engine's directory.
(b) When a program is used to click repeatedly on a specific ad to unofficially raise the costs of advertising for competitive companies.
(c) The process of blocking an ad from being clicked on to gain an unfair advantage over a competitor who is using search ads.
(d) Gaining access to a company's Google account using unethical tactics to add more clicks to the paid search ad campaign to substantially drive up their cost of advertising.
15. Regulation requires that a company must report as if it were public when it has how many employees?
(a) Over 150.
(b) Over 2,000.
(c) Over 1,000.
(d) Over 500.
Short Answer Questions
1. What part of the University of California is intentionally denied access to search?
2. What does "SEO" stand for?
3. Which search engine does Battelle focus on the most for his story?
4. Why might having three corporate leaders in a company be seen negatively on Wall Street?
5. What do Internet users fear Google is doing to invade their privacy?
This section contains 640 words
(approx. 3 pages at 300 words per page)