Deck 5: Online Branding and Video Marketing

Question 1

The concept of a vook is:

A)make interactive videos relevant to the brand.
B)embed high-quality video in textual content.
C)encourage users to create their own video.

Answer 1

B

Question 2

Common video metrics include:

A)engagement.
B)page views.
C)paid placements.

Answer 2

A

Question 3

Effective brand building requires:

A)balancing the online and offline media mix.
B)ensuring the best possible customer experience.
C)both of the above.

Answer 3

C

Question 4

Small businesses can utilize video advertising by:

A)using a video production house.
B)creating their own video channel.
C)neither of the above.

Question 5

Among the metrics used to measure the effectiveness of branding efforts are:

A)brand equity and brand recognition.
B)brand image and brand authority.
C)brand expenditures and brand equity.

Question 6

One way to develop consumer-relevant content is to:

A)do marketing research to determine interests.
B)tell engaging stories about product use and benefits.
C)film videos on location.

Question 7

Advantages of a brand community include:

A)members are likely to feel more brand loyalty.
B)members feel they are part of an exclusive club.
C)both of the above.

Question 8

Elements of video marketing strategy include:

A)content creation.
B)video production.
C)optimization.

Question 9

Which of the following is a true statement about online display advertising?

A)It is more expensive than offline display advertising.
B)It is effective in acquiring customers and making sales.
C)Neither of the above

Question 10

Among the factors that have created consumer expectations for on-demand media include:

A)smartphones and tablets.
B)the Internet itself.
C)both of the above.

Question 11

Online advertising is _______ effective than television advertising in creating customer awareness.

A)more
B)less
C)equally

Question 12

________ is one tool that enables consumers to enjoy media on their own schedule.

A)Electronic TV schedule or guide
B)Video streaming
C)Image search

Question 13

Consumers are most likely to share videos that are posted on:

A)YouTube.
B)Facebook.
C)corporate websites.

Question 14

Types of marketing videos include:

A)case studies and testimonials.
B)user-created videos.
C)animated cartoons.

Question 15

________ are one platform that is effective in delivering videos to customers.

A)Websites
B)Paid video platforms
C)Blogs

Question 16

Effective brand building on the Internet requires:

A)intensive use of online advertising.
B)combining interactivity and information-driven direct-response marketing.
C)higher expenditures than offline brand building.

Question 17

Optimizing videos for visibility requires:

A)use of relevant keywords wherever possible.
B)uploading to paid video sites.
C)a paid channel on YouTube.

Question 18

A true statement about marketer use of video is:

A)marketers need to distinguish between video viewed on TV and video viewed on the Internet.
B)marketers need to make video available on whatever device users desire.
C)marketers should not expect video to have direct impact on sales.

Question 19

________ is the concept that describes the degree of positive or negative feelings about a brand.

A)Brand equity
B)Brand prestige
C)Brand image

Question 20

Promotion of videos can take a number of forms including:

A)posting the video on all corporate channels and platforms.
B)posting on the channels of others like business partners.
C)both of the above.

Question 21

Marketers should set specific objectives for brand development activities.

Question 22

Consumer media use practices have changed significantly in recent years, driven by but not limited to video use.Identify two or three specific changes and discuss them.

Question 23

Media developments that have changed the nature of video viewing include TV Pay per View and Video on Demand.

Question 24

Increasing use of mobile phones does not change the way consumers access video.

Question 25

Online advertising is most effective when used alone.

Question 26

There is little opportunity to develop new and engaging online advertising formats.

Question 27

Younger Internet users are more active consumers of content than their older counterparts.

Question 28

It is not possible to find videos about many specialized B2B products.

Question 29

Making a marketing video is more than just shooting some cool footage.The text discusses some of the best practices for making use of the power of marketing videos.Discuss three things that should be done in order to have the best chance of making a video that will have marketing impact.

Question 30

Effective videos can increase the volume of sales on retail sites.

Question 31

Social media does not play an important role in the dissemination of video content.

Question 32

The Harley Owners Group is an example of a marketer-initiated brand community.

Question 33

Video and online advertising can both be part of effective integrated marketing campaigns.

Question 34

Video can be considered both a channel of communications and a marketing tool.

Question 35

Marketer-driven marketing activities are most effective in closing the consumer decision to purchase a product.

Question 36

Small retailers cannot make effective use of expensive tools like video.

Question 37

Unlike video content, video advertising is not experiencing substantial growth.

Question 38

Brand awareness may be sufficient to drive purchasing action for a low-involvement product.

Question 39

Video marketing strategy has a clear set of elements that are necessary for success.

Question 40

It is important that all marketing videos be of the highest production quality.