1). Read the section \" Intellectual Property Rights \" of the course notes \" E
ID: 3916526 • Letter: 1
Question
1). Read the section "Intellectual Property Rights" of the course notes "Ethical, Social, and Political Issues in E-commerce".
2). Give a short answer for each of the questions below:
(1) Use one sentence to describe each of the following intellectual property protections: copyright, patent, and trademark law.
3). Read the section "Understanding the Costs and Benefits of Online Marketing Communications" of the course notes "E-commerce Marketing and Advertising Concepts".
4). Give a short answer for each of the questions below:
(1) Use one sentence to describe each of the following lexicons:
- Click-through rate,
- View-through rate,
- Hits,
- Page views,
- Acquisition rate,
- Conversion rate,
- Attrition rate,
- Applause ratio,
- Sentiment ratio,
- Bounce-back rate,
- Interaction rate,
- Cost per action.
Explanation / Answer
2) 1)
patents
A patent grants property rights on an invention, allowing the patent holder to exclude others from making, selling, or using the invention. Inventions allow many businesses to be successful because they develop new or better processes or products that offer competitive advantage on the marketplace.
Trademarks
A trademark is a word, phrase, symbol, or design that distinguishes the source of products (trademarks) or services (service marks) of one business from its competitors. In order to qualify for patent protection, the mark must be distinctive.
Trade Secrets
A trade secret is a formula, process, device, or other business information that companies keep private to give them a business advantage over their competitors. Examples of trade secrets include:
Copyrights
Copyrights protect original works of authorship, such as literary works, music, dramatic works, pantomimes and choreographic works, sculptural, pictorial, and graphic works, sound recordings, artistic works, architectural works, and computer software. With copyright protection, the holder has the exclusive rights to modify, distribute, perform, create, display, and copy the work.
4)
Click-through rate is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.
View-Through Rate is the number of videos watched divided by the number of impressions (times a page loaded with a video) and if you can optimize for VTR, you'll increase your conversion rate as well
.A page view, or more commonly now pageview, abbreviated in business to PV and occasionally called page impression, is a request to load a single HTML file of an Internet site.
Attrition rate is a complimentary figure to retention rate, which refers to the number of customers retained during a given period, and to customer acquisition rate, which refers to the number of new customers acquired during a given period.
conversion rate is the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors. A high conversion rate is indicative of successful marketing and web design: It means people want what you're offering, and they're easily able to get it!
Applause rate: The number of approval actions, or virtual “applause,” you get from your audience per period, including +1s, likes, thumbs-ups, favorites, etc. Average engagement rate: The percentage of your total audience that has engaged with your content in any way on a social channel per reporting period.
Posts with an average neutral sentiment as well as posts with no sentiment valuation are not taken into account when calculating the sentiment ratio. To calculate the ratio, the smaller of the two ratio shares (that is the positive ratio or the negative ratio) is converted to '1
Bounce rate is the percentage of single page visits in which only one GIF request is sent to the Google Analytics server.
The interaction or engagement rate, as referred to in some social media analytics tools, can be calculated in different ways. One formula is to divide the number of interactions by the number of reached users.
Cost per acquisition (CPA), also known as cost per action, pay per acquisition (PPA) and cost per conversion, is an online advertising pricing model where the advertiser pays for a specified acquisition - for example a sale, click, or form submit (e.g., contact request, newsletter sign up, registration etc.)
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