|Name: _________________________||Period: ___________________|
This test consists of 5 short answer questions, 10 short essay questions, and 1 (of 3) essay topics.
Short Answer Questions
1. Search traffic typically increases during what two times of the day?
2. When Gross approaches Google to sell his plan, what happens?
3. Who developed the first search engine for the World Wide Web?
4. Why was AltaVista.com groundbreaking?
5. Why does Google stop doing traditional brand marketing?
Short Essay Questions
1. How did Veronica differ from Archie as a search engine?
2. How is Brian Pinkerton's invention, WebCrawler, unique?
3. What eventually causes Google to use Bill Gross' model of advertising?
4. What is the concept behind "paid search?"
5. Explain the breakdown in searches between information and entertainment in the U.S. and a possible reason for it.
6. What is the key ingredient of GoTo.com that Google adopts to propel it towards success?
7. Why do some believe that clickstream analysis technology could potentially be dangerous?
8. Prior to using the pay-per-click system, how was Google running its advertising?
9. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?
10. Describe what happens when Google tries traditional brand marketing in 1999 and what form of public relations Google replaces it with.
Write an essay for ONE of the following topics:
Essay Topic 1
Google's motto stirs up a lot of controversy and many feel it is both unrealistic and hypocritical. Using the information in the book, explain the reasoning behind both of those criticisms. Also speculate on why Google chose this motto. In a broader sense of advertising, do you think that controversy is a good because of the attention it attracts? If you owned a company, would you use a controversial motto? Why or why not? What are some of the advantages and disadvantages of a controversial campaign or motto?
Essay Topic 2
1) Using all of the information in the book about both companies, create two different essays. One will be present a case from Google's perspective while the other will be made from Yahoo's point of view. The main topic is the cultural difference between the companies, specifically their approach to search and the way human elements and technology work.
2) After you have finished both essays, write a short conclusion paragraph explaining which side you agree with more and why.
Essay Topic 3
The Search is about the vision of a Database of Intentions and the evolution of Internet search.
Part 1) Describe Google's intention at the beginning and whether it changes throughout the company's development. How did it change? How did it stay the same?
Part 2) Is Google's intention realized? Why or why not? Use examples from the book to support your analysis.
This section contains 1,003 words
(approx. 4 pages at 300 words per page)