ITT Midterm

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  1. Computer network
    • Fully interconnected - any to any
    • Network delivers messages based on their destination address (IP address)
  2. Centralized Network
    • - Star Topography
    • - All clients hit a centralized server

  3. Clustered Network
    • Decentralized Network
    • Clusters of servers and a central server (that feeds clusered servers)
    • Good for replicated databases across large distances

  4. P2P
    • All computers act as clients and servers (share everything to each except things that are protected)
  5. Distributed Network
    • Many paths to each node
    • This is the internet!!

  6. LAN
    local area network. Connects computers via coax or CAT5
  7. WAN
    Wireless area network (connects network wirelessly)
  8. router
    sends signal
  9. modem
    calls remote computer over a cable, DSL or phone line
  10. gateway
    combination of router & modem
  11. ISP
    internet service provider - provides infrastructure to connect to web
  12. Static site
    browser does most of work. Server is simply a file server that sends static (unchanging) html files
  13. Dynamic Site
    Responds to user, ASP.NET program run on server side. HTML page is actually generated
  14. Circuit Switching
    Used by telephone networks. Computers set up a circuit between two telephone terminals for call and then release circuit when call terminates
  15. Packet Switching
    • messages are broken into small packets for transmission (IP packets or Frames)
    • Better for sending long messages
  16. TCP/IP and 4 layers
    Set up communication protocols for internet

    All Tigers Ingest Lions

    • Application Layer - entire date streams formed
    • Transport Layer - large streams chopped into packets with headers to keep track of info and keep packets together.
    • Internet Layer - descriptions of to and from computers are added in header (IP addresses, port #s)
    • Link Layer - data is put on wire
  17. OSI layers
    • All
    • People Seem To Need Data Processing

    • Application - applicaiton layer
    • Presentation - application layer
    • Session - half application/half transport layer
    • Transport - transport layer
    • Network - internet layer
    • Data Link - link layer
    • Physical - link layer
  18. IP address - (duquense)
    Points to a computer

    • first two sets identify network
    • last two sets identify device (256*256=65,536)
  19. IP Biased class - Class A
    first number identifies the network (0-127 with 0 and 127 reservered = only 126 available)

    remaining three numbers are the device.
  20. IP Biased classes - class B
    first two numbers identify network
  21. Class C
    first three numbers identify network
  22. Port
    Identify service or application on computer (email - SMTP, IMAP, FTP, HTTP)
  23. Why is it important to validate HTML/CSS
    validation ensures that your page looks "normal" across browsers and operating systems and that nothing funky occurs/issues happen as a result of bad code
  24. Why use separate CSS files as opposed to putting in HTML?
    1. One CSS external file can be used by multiple web pages streamlining development and maintenance.
  25. Break statement (Javascript)
    gets out of innermost loop. Great for complicated loops or for getting out of deeply nested if statements
  26. continue statment (javascript)
    goes to end of loop and then reiterates. Great for complicated loops. (jumps over one iteration in the loop)
  27. CSS colors + three ways +
    primary colors
    • Colors done by light, not pigment
    • Primary colors = red, green, blue

    • 1. by name (color:blue;)
    • 2. by RGB function and decimal combination (color:rgb(60,179,113);
    • 3. by Hex code (color:#E433432;)
  28. javascript loop - while
    • while (condition) "is true" {
    • execute
    • }

    pretest loop
  29. javascript loop - do while
    • do {
    • condition
    • } while (condition)

    posttest loop - gets executed at least once
  30. javascript loop - for
    for (initialization; condition; iteration) {


    • initialization - initialize variables
    • condition - test before iteration
    • iteration - execute after each loop
  31. javascript array
    • player = new Array();
    • player[0]="josh"
    • player[1]="tom"
  32. XML vs HTML (2 vs 3)
    • XML better for transferring data
    • XML More secure - good for data integrity
    • HTML better for formatting data.
    • HTML easier to use/learn/deplot
    • HTML smaller than XML
  33. XML attribute vs XML entity
    • Attribute is the data value (i.e. Name value = Trenton - trenton = attribute)
    • Entity = substitute for & (&)
  34. 6 rules of XML
    • 1. Need one and only one root element
    • 2. All tags must have terminators
    • 3. Don't nest tags
    • 4. XML is case sensitive
    • 5. attributes must be in quotes
    • 6. don't use &, use & entity.
  35. XML using OO design techniques
    • 1. Identify elements (tags, student, course, paycheck)
    • 2. Identify attributes (names, addresses, amount)
    • 3. identify parent/child relationships

    W3C does not agree with this preferring the parent to child entity design
  36. Well-formed vs valid XML
    • Well formed - syntatically correct
    • Valid - well-formed and following set of rules specified by client and server in XSD schema (the data contract)

    Interet explorer will show xml if it is simply well-formed..doesn't mean its valid
  37. Cookies & session variables
    Cookies store information about a user on the site.

    Session variables store info in a Cookie temporarily for the session that the user is there (usually 20 minutes) and can be called up later based on session name
  38. Why are master pages vital to web page development?
    • •Master
    • pages allow you to standardize your Web page

    • •They
    • are especially useful for Web pages containing a menu
  39. code behind the code
    VB or C# code that you can call from your ASP.NET page. Code resides in VB.NEt development environment. Allows you to keep your ASP.NET page itself clean of actual coding
  40. Where does ASP vs Javascript run
    • ASP runs on server side
    • Javascript runs on client side.

    Matters becasue with ASP, client cannot see your code and you don't have to worry about client having special software because ASP delivers an HTML page
  41. Nothing
    Variable that has not been initialized (null)

    not the same as empy string or zero
  42. DIM keyword
    • Allocates memory
    • initializes variables
    • for loops initialize own variables so do not require dim
  43. Web controls
    • controls like used in html (inputs, submit button,etc.)
    • web controls replace html controls when additional control is needed (runat server). Usually used to validate when button is pushed
  44. ASP.NET objects (3)
    Server Object - utilizes objects available on server (common object like MyMail for mail client)

    Request Object - retrieve information sent by an HTML form

    REsponse Object (writes to html page or redirect to another page)
  45. PPC Terminology - campaign
    all the adds, keywords, etc.
  46. PPC Terminology - keywords
    search words typed by searcher
  47. PPC Terminology - Ad
    text message that pops up when a keyword is typed
  48. PPC Terminology - click
    user clicks add
  49. PPC Terminology - impression
    ad has been displayed
  50. PPC Terminology - search bid
    max cost per click
  51. PPC Terminology - status - active
    all systems go
  52. PPC Terminology - status - paused
    do nothing with this for now, maybe in future
  53. PPC Terminology - status - deleted
    removed and never use again
  54. Especially for small businesses, what is the key
    for profit from a marketing PPC campaign?
    budget - if budget is exhausted, search engine reach does not matter (ie. if you cant afford the clicks anymore, the fact that everyone uses google doesnt help you)
  55. most important aspect of budget calc?
    CPC - goes up with competition, affects CTR, affects Impression
  56. CPC effect on impressions
    Probabilbity of an impression goes up per CPC (CPC higher = higher probably of impression) - max = 100% if you pay enough
  57. CTR and CPCs effect on CTR
    CTR - Click through rate

    CTR goes up as CPC increases

    Max probability is probably less than 1% (sometimes people don't click - think facebooks problem)
  58. Why is optimal CPC hard to calculate
    Depends on CTR and IMpressions. Uses calculas. Excel's solver can help.
  59. largest market share + who a small business should go with

    Small business should go CPC so that they can get the most utilization. Large business with unlimited budget should go Google.
  60. Best analytics for search engine?
  61. What should drive your keyword searches?
    Go for keywords that convert and that are not too competitive (less cost)
  62. Spider
    crawlers - examine each page from your url for keyword finding and storage.
  63. What does Bing use for SEO placement that Google doesn't?
    <meta> GEO tags
  64. SEO Placement - what works (6)
    • 1. URL
    • 2. HTML file names
    • 3. Keyword density low
    • 4. make sure current content
    • 5. Keywords near top of site
    • 6. limit rich media
  65. SEO placement - what doesn't work (7)
    • 1. too many internal links (more than 10 is bad)
    • 2. bullets/bold/italics/etc.
    • 3. hidden text
    • 4. clicking on your own site a lot
    • 5. don't rename
    • 6. don't have too many keywords
    • 7. no logon screens to get to site.
  66. cloaking
    cloak site to raise ranking. You will eventually be caught and pushed down to bottom. DONT DO IT
  67. Marketing flow - 4 stages

    1. Where is risk filled for advertisers?
    2. Where is risk free for companies purchasing advertising?
    2. Where is most risk filled for companies purchasing advertising?
    • 1
    • 2
    • 3 PPC

Card Set Information

ITT Midterm
2012-10-20 17:31:55
ITT Midterm

ITT Midterm
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