Chp 6-- The Internet

Question 1

the Internet

Answer 1

a global system of interconnected private, public, academic, business, and government computer networks that use a standard set of commands to link billions of users worldwide

Question 2

packets

Answer 2

segments of messages that contain digital instructions that allow them to reassemble properly at the same time at the destination

Question 3

hyperlinks

Answer 3

highlighted words or pictures on the Internet that, when clicked, will connect the user to a particular file, even to a specific relevant part of a document

Question 4

HyperText Markup Language (html)

Answer 4

a computer language system that allowed people to access a system of interlinked documents through the Internet.

Question 5

user-generated content (UGC)

Answer 5

creative products, such as videos and music, generated by people who visit websites such as Facebook, YouTube, and Instagram

Question 6

Internet service provider

Answer 6

a company that sells access to the Internet

Question 7

Wi-Fi

Answer 7

a radio technology (called IEEE 802.11) that engineers designed in the late 1990s to provide secure, reliable, fast wireless connectivity

Question 8

net neutrality controversy

Answer 8

the desire by websites and advocates to make sure that ISPs do not charge sites for transmission

Question 9

social media site (social networking site or SNS)

Answer 9

an online location where people can interact with others around information, entertainment, and news of their own choosing and, often, making

Question 10

search engine

Answer 10

websites that allow users to find sites relevant to topics of interest to them

Question 11

Web Crawlers (Web Spiders)

Answer 11

programs used by search engines that search the Internet to retrieve and catalog the content of websites

Question 12

algorithm

Answer 12

a complex set of mathematically based rules that search engines use to come up with sites that relate to your search terms

Question 13

natural or organic search results

Answer 13

websites that come up based on a search engine’s algorithm without any influence from advertisers

Question 14

social search

Answer 14

a search that is carried out to find what people in a person’s social circle say about an item

Question 15

click-and-mortar companies

Answer 15

firms with both an online and an offline sales presence

Question 16

keyword advertising

Answer 16

when software uses the words in the search box to send the person ads for products that advertisers consider related to the topic

Question 17

contextual advertising

Answer 17

when software determines what a person is reading and sends the person ads for products that advertisers consider related to the topic

Question 18

profiling

Answer 18

creating a description of someone based on collected data

Question 19

cookie

Answer 19

information that a website puts on your computer’s hard drive so that it can remember something about you at a later time; more technically, it is information for future use that is stored by the server on the client side of a client/server communication

Question 20

clickstream

Answer 20

computer jargon used to describe user movement through websites

Question 21

behavioral targeting

Answer 21

the process of following people’s behavior and then sending them material tailored to what was learned about them

Question 22

data mining

Answer 22

the process of gathering and storing information about many individuals – often millions – to be used in audience profiling and interactive marketing

Question 23

ad network

Answer 23

a collection of many websites that a company knits together in order to sell ads on them

Question 24

ad exchanges

Answer 24

electronic auctions in which various publishers and ad networks offer advertisers the ability to reach specific types of people, often at exactly the moment those people are entering certain sites

Question 25

“applications (‘apps’)”

Answer 25

software that uses the Internet, but not the web system, to bring material to audiences

Question 26

feature phone

Answer 26

“a mobile telephone that carries extras unrelated to calling (“features” such as texting, calendars, cameras, and media players) but does not have the sophisticated web-browsing, app-importing operating system of a smartphone”

Question 27

smartphone

Answer 27

a mobile telephone that uses a special computer operating system to offer connections to the Internet through a web browser as well as through special applications (apps) that are compatible with that operating system

Question 28

mobile application (mobile app)

Answer 28

computer software designed to help the user of a mobile device perform specific tasks

Question 29

personally identifiable information (PII)

Answer 29

the name, postal address, or any other information that allows tracking down the specific person who owns a device

Question 30

opt-in approach

Answer 30

the view that marketers should not be permitted to collect information about a person unless the person explicitly indicates that it is all right for them to do so

Question 31

opt-out approach

Answer 31

the view that marketers should be permitted to collect personal information from consumers as long as they inform people of what they are doing and give them the opportunity to refuse