Question 1

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

Accepted Answer

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

Question 2

One way to develop consumer-relevant content is to:

Accepted Answer

A)  do marketing research to determine interests.
B)  tell engaging stories about product use and benefits.
C)  film videos on location.D) A) and B)
E) None of the above

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Effective brand building on the Internet requires:

Accepted Answer

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

Question 6

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

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Elements of video marketing strategy include:

Accepted Answer

A)  content creation.
B)  video production.
C)  optimization.D) A) and C)
E) All of the above

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A) True 
 B)False  False

Question 11

Small businesses can utilize video advertising by:

Accepted Answer

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

Question 12

Marketers should set specific objectives for brand development activities.

Accepted Answer

A) True 
 B)False

Question 13

The concept of a vook is:

Accepted Answer

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

Question 14

Effective brand building requires:

Accepted Answer

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

Question 15

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.

Accepted Answer

Changes highlighted in this chapter (in ...

Question 16

A true statement about marketer use of video is:

Accepted Answer

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.D) None of the above
E) All of the above

Question 17

Optimizing videos for visibility requires:

Accepted Answer

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

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  brand equity and brand recognition.
B)  brand image and brand authority.
C)  brand expenditures and brand equity.D) None of the above
E) A) and B)

Question 20

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

Accepted Answer

A)  YouTube.
B)  Facebook.
C)  corporate websites.D) None of the above
E) All of the above

Exam 5: Online Branding and Video Marketing

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

Correct AnswerverifiedShow Answer

One way to develop consumer-relevant content is to:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Effective brand building on the Internet requires:

Correct AnswerverifiedB

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Elements of video marketing strategy include:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedFalse

Small businesses can utilize video advertising by:

Correct AnswerverifiedB

Marketers should set specific objectives for brand development activities.

Correct AnswerverifiedShow Answer

The concept of a vook is:

Correct AnswerverifiedShow Answer

Effective brand building requires:

Correct AnswerverifiedShow Answer

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.

Correct AnswerverifiedChanges highlighted in this chapter (in ...View AnswerShow Answer

A true statement about marketer use of video is:

Correct AnswerverifiedShow Answer

Optimizing videos for visibility requires:

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

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B

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False

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B

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Changes highlighted in this chapter (in ...
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