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This test consists of 5 multiple choice questions, 5 short answer questions, and 10 short essay questions.

Multiple Choice Questions

1. What does the "M" stand for in "CPM?
(a) The unit used to measure the number of Internet users.
(b) The Roman numeral for one thousand.
(c) The "maximum" number of clicks an advertiser has paid for.
(d) The "monthly" amount of advertising fees.

2. What leads Google to reconnect with Bill Gross and reconsider his business model?
(a) The 2001 terrorist attacks.
(b) The decreasing number of advertisers that were buying ads.
(c) The lack of Internet users choosing Google as a search engine.
(d) The NASDAQ market crash in 2000.

3. What is the average response rate for paid ads on Google or Yahoo?
(a) 13 to 14 percent.
(b) Less than 10 percent.
(c) More than 20 percent.
(d) 15 to 20 percent.

4. In his original vision for a Database of Intentions, what does Battelle see the database being built with?
(a) A collection of stores that offered online services.
(b) Names and addresses of Internet users.
(c) The most visited websites on the Internet.
(d) Popular search terms.

5. What does Google use as a backup in case the main plan to market keyword-based advertising fails?
(a) Traffic generating software.
(b) Banner ads.
(c) Paid website listings.
(d) Its original Stanford website.

Short Answer Questions

1. IdeaLab initially operates on what theory about developing new business ideas?

2. Gross designs the precursor to Overture, GoTo.com, for what specific purpose?

3. What does "DNS" stand for?

4. As Battelle points out, Internet use has grown to become more and more common, and most people are familiar with what online tool?

5. In what year did Alan Emtage create Archie, the first Internet search engine?

Short Essay Questions

1. Explain the origin of the "Google" name and why it was chosen.

2. Describe what happens when Google tries traditional brand marketing in 1999 and what form of public relations Google replaces it with.

3. How do Page and Brin originally try to make money with Google,? What is the result and their subsequent plan?

4. Describe the key role that Sergey Brin played in the development of Larry Page's model.

5. What is the story of how Jerry Yang and David Filo created Yahoo and what were their original motives?

6. Prior to using the pay-per-click system, how was Google running its advertising?

7. What does Google call its pay-per-click program, and what does Google combine it with to get the edge over other search engines?

8. How does Battelle compare the computers on Star Trek to the search engine model in Chapter 1?

9. What was the reasoning behind BackRub for Larry Page and Sergey Brin?

10. How did Veronica differ from Archie as a search engine?

(see the answer keys)

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