chapter_08_video_marketing.docx
Chapter 08—Video Marketing
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1. An increasing amount of time is spent viewing videos.
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2. Mobile and time-shifted video are the trends marketers must accommodate.
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3. Online video can act like an infomercial by showcasing a product's features and benefits.
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4. It is easy to create a video that accomplishes marketing objectives and goes viral.
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5. One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates.
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6. One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.
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7. Tertiary sharing is the easiest step in sharing videos online.
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8. Regarding smartphone use, which of the following is false?
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a.
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U.S. consumers who view branded video content on smartphones are more likely to feel personally connected to ads than those who watch on a desktop or tv.
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b.
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Shoppers use smartphones for information while shopping.
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c.
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Some shoppers prefer to use smartphones for information rather than ask a store employee.
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d.
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Consumers are more likely to purchase a product if they see the ad on tv instead of their smartphones.
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e.
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The smartphone viewing completion rate of videos was 10%.
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9. Creating a video to demonstrate how to use the product is called:
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a.
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building brand awareness.
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b.
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appealing to large audiences.
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c.
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showcasing the product.
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d.
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engaging a wide variety of viewers.
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e.
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generating business leads.
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10. One reason that video creates a stronger connection with consumers is:
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a.
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because it tells a story.
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b.
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that it is seen as a diversion or quick break.
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c.
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because viewers are more vested in content when there is a human face attached.
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d.
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it creates community.
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e.
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people don't like to read.
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11. A marketer can encourage users to share its video by doing all of these except:
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a.
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creating an entertaining video.
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b.
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interacting with other content creators.
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c.
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having contests or incentives to encourage sharing.
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d.
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offering something for free advertising.
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e.
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all of these would encourage users to share a video.
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12. Using real people in actual locations when creating a video is an example of:
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a.
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authenticity.
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b.
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professionalism.
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c.
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intimacy.
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d.
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being entertaining.
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e.
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human drama.
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13. Brevity is important when creating videos because:
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a.
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most videos on sharing sites are short.
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b.
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longer videos take longer to load.
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c.
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people have short attention spans.
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d.
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shorter videos are more popular.
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e.
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research shows that 76% of viral videos are under two minutes.
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14. Which of the following is a true statement?
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a.
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The majority of online videos that fail to spread within the first 24 hours never become popular.
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b.
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Secondary sharing describes when content is shared by people who do not have connections with the content creator.
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c.
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YouTube's opinion leaders are those more likely to have posted an online video.
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d.
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Secondary sharing is the most important stage to establishing a video's audience.
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e.
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Primary sharing explains when fans and friends begin spreading a video.
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15. Most sharing of information online is done with:
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a.
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YouTube.
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b.
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Facebook.
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c.
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Twitter.
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d.
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instant message.
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e.
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email.
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16. View completion of videos is greatest on which device?
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a.
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Television.
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b.
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Gaming console.
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c.
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Desktop computer.
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d.
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Tablet.
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e.
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Smartphone.
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17. Which of the following is not a best practice for video marketing?
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a.
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Make a creative sales video.
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b.
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Design and produce videos for mobile.
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c.
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Design and produce videos for the platforms on which they are to appear.
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d.
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Optimize your videos to be found in search.
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e.
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Post your videos on multiple platforms.
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18. What was the main challenge facing the creators of the Old Spice Guy video?
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a.
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Convincing men to buy Old Spice
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b.
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Illustrating that the Old Spice brand was not old and out of date
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c.
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Promoting the videos on other social channels while still reaching YouTube influencers
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d.
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Positioning the body wash as masculine while marketing to women
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e.
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Creating the video content quickly enough for the social media responses to appear timely
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19. The medium on which people spend most time viewing is:
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a.
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television.
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b.
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smartphone.
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c.
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desktop computer.
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d.
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tablet.
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e.
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smartphone and tablet combined.
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20. What is the AEIOU rule for developing video content?
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ANSWER:
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Video should be authentic, entertaining, intimate, offbeat, and unusual.
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21. What are the advantages of marketing with online videos?
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ANSWER:
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1.
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Video can engage viewers as it provides more stimuli than other forms of communication.
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2.
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Video can reach larger audiences, especially since more people choose to consume online information visually.
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3.
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Video is an effective way to showcase a product by demonstrating its features and benefits.
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