2. What does Battelle think is vital to effective advertising, either on the Internet or other forms of media?
(a) A product that appeals to as many different demographics as possible.
(b) A rapid increase in users or viewers.
(c) The potential customer's intent.
(d) Name recognition.

3. What has Yahoo learned that Google has not up until this point?
(a) How to use the stock market to the company's advantage.
(b) How to restructure a company when necessary.
(c) How to prioritize tasks within a business model.
(d) How to work with business partners.

4. What is the drawback of the Internet that Battelle discusses at the beginning of Chapter 8?
(a) Online purchases are causing many offline stores to close.
(b) Websites are being used to unethically spread lies about people and companies.
(c) Internet users are spending too much time online and ignoring other aspects of their lives.
(d) Public information is accessible for Internet users.

5. In Chapter 12, The Epilogue, Battelle discusses how Internet searches can lead to what unintended consequence?
(a) New and enlightening discoveries.
(b) Information about other Internet users.
(c) Spam.
(d) Pop-up ads.

6. What is the "SEC?"
(a) Security and Economic Committee.
(b) Stock and Ecommerce Committee.
(c) Stock and Exchange Corporation.
(d) Security and Exchange Commission.

7. What is Chapter 12, The Epilogue, centered around?
(a) Battelle's Google search for keywords.
(b) Battelle's employment with Google.
(c) Battelle's search for answers to key search questions.
(d) Battelle's personal biography.

8. What is Google criticized for by the financial press?
(a) The number of employees the company has.
(b) The amount of time it took for the company to go public.
(c) The range of its stock prices.
(d) The lawsuits filed against the company.

9. What are "The Tablets?"
(a) Detailed employee protocol when dealing with the media or press.
(b) A declaration of the company's principals and values.
(c) Ten ideas for expanding the company in different directions.
(d) A set of new regulations that the company must follow based on SEC rulings.

10. What is one area where Google might be able to use the semantic Web idea?
(a) Advertising.
(b) Its main database.
(c) A blog.
(d) Search.

11. By trying to stop search spammers in 2003, what does Google inadvertently do?
(a) Removes many small businesses from their top places in the search result pages.
(b) Removes all ads from their Web pages.
(c) Prevents any new websites from being listed in their database.
(d) Reverses the order of websites listed in search results.

12. During the months leading up to the stock opening, what does a former senior manager file a lawsuit against the company for?
(a) Wrongful termination.
(b) Age discrimination.
(c) Copyright infringement.
(d) Unacceptable working conditions.

13. According to Battelle, what two entities are public companies held accountable to?
(a) Its advertisers and customers.
(b) Its customers and employees.
(c) Its competitors and shareholders.
(d) Its leaders and shareholders.

14. What date does Google's stock officially open on the NASDAQ?
(a) August 19.
(b) November 24.
(c) October 30.
(d) September 8.

15. How long does Battelle envision a name being included in a search engine's index?
(a) Forever.
(b) Until computer technology is replaced.
(c) 100 years.
(d) Until the year 3000.