exam

Question 1

What are the factors influencing which kind of decision takes effect?

Answer 1

.5 points each * 6 = 3 points
• Product Type 

• Purchase frequency of this product 

• Risks / Consequences related to the purchase 

• Personal characteristics of the visitor (such as socio-demographic background, attitudes and 
behaviour patterns) 

• Situational influences (e.g. usage environment, urgency of procurement or current mood). 

Therefore, a web offer should support all decision

Question 2

How can you motivate customers to recommend your website or your products after having converted?

Answer 2

• Comfortable evaluation / recommendation functions 

• Reminder Email 

• Discounts (bonuses, discounts, etc.) 

• Evaluator profiles with advancement opportunities

Question 3

Which activities in online marketing campaigns are more effective / efficient, SEO or SEM? (1 point)

Answer 3

• Both activities necessary, SEM has a larger reach, but SEO has a much better cost/revenue- ratio

Question 4

Which information do you need in order to calculate the maximum bid (maximum cost-per-click) for a Google AdWords campaign?

Answer 4

• Average worth of a shopping cart: e.g. 150 Euro 

• Average costs for procurement and fulfilment: e.g. 120 Euro 

• Average conversion ratio: e.g. 3% 


Question 5

Which activities should have a high priority in online marketing campaigns?

Answer 5

Improving the quality of a website and especially the conversion ratio.

Question 6

The human information processing during a visit to a website takes place mainly in the steps of:

Answer 6

activation, perception, processing, storage and retrieval of the information

Question 7

activation
Type of (buying) decision

Answer 7

impulsive

Short description: stimulus-driven decision without rational consideration

In Website: Strong emotional or cognitive Stimuli, e.g. in the form of images
and video sequences.

Question 8

Perception

Answer 8

limited

Short description: simplified decision process dominated by key attributes

In Website: Highlighting of important product characteristics, evaluation averages, recommendation rates or quality seals
(representing of a whole property bundle in a single value).

Question 9

Processing

Answer 9

habitual

Short Description: selection of an alternative
out of an Evoked Set

In Website: to facilitate such decisions, the website can create a (behavioural) profile of the customer in order to recognize preferences and, for example, to highlight the products of preferred brands.

Question 10

Storage and retrieval

Answer 10

extensive

Careful decision process considering many attributes and alternatives

In website: providing the visitor with configurable matrices, in which
he can easily compile relevant features and alternatives.

Question 11

Important aspects of web design are Information Design, Screen Design, and Dialogue Design.
 Information design is the practice of presenting information in a way that fosters effective and efficient understanding of it.

What are the Information types?

Answer 11

Important information and details

Event messages, especially warnings

Status information

Process steps

Proportions

Question 12

Important information and details

Answer 12

Require time discrete media as texts or images allowing the user to adapt the speed of the information flow to his perception abilities.

Question 13

Event messages, especially warnings

Answer 13

should be represented not only visually (icon and text) but acoustically
(sounds/ speech) as well.

Question 14

Status information

Answer 14

can be expressed by icons and digits, usually positioned at the bottom/ right

Question 15

Process steps

Answer 15

steps can best be illustrated by image sequence with subtitles or animations.

Question 16

Proportions

Answer 16

can be illustrated by non-realistic images as diagrams or sketches.

Question 17

Shape

Answer 17

Round closed forms weigh heavier than square or open forms.

Question 18

Size

Answer 18

Larger objects have more weight than smaller ones. Decisive is the image size, not the real size.

Question 19

Orientation

Answer 19

Vertical alignments have higher weight than horizontal orientations.

Question 20

Color

Answer 20

Dark surface elements have more weight than bight ones, warm colors (such as red, orange and yellow) weigh more than cold colors (such as blue or turquoise) and intense colors are heavier than delicate or pale

Question 21

Position

Answer 21

The weight increases with the distance to the center of the format and the objects on the right appear heavy as identical objects placed at the same distance to the left of the center.

Question 22

Position

Answer 22

The weight increases with the distance to the center of the format and the objects on the right appear heavy as identical objects placed at the same distance to the left of the center.