Chapter 5: Online Branding and Video Marketing
MULTIPLE CHOICE
1. 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.
2. ________ 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
3. 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
4. Online advertising is ________ effective than television advertising in creating customer
awareness.
a. more
b. less
c. equally
5. ________ is the concept that describes the degree of positive or negative feelings about a brand.
a. Brand equity
b. Brand prestige
c. Brand image
6. 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.
7. 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.
8. Effective brand building requires:
a. balancing the online and offline media mix.
b. ensuring the best possible customer experience.
c. both of the above.
9. 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.
10. 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.
11. 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.
12. Types of marketing videos include:
a. case studies and testimonials.
b. user-created videos.
c. animated cartoons.
13. Elements of video marketing strategy include:
a. content creation.
b. video production.
c. optimization.
14. ________ are one platform that is effective in delivering videos to customers.
a. Websites
b. Paid video platforms
c. Blogs
15. 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.
16. Optimizing videos for visibility requires:
a. use of relevant keywords wherever possible.
b. uploading to paid video sites.
c. a paid channel on YouTube.
17. Consumers are most likely to share videos that are posted on:
a. YouTube.
b. Facebook.
c. corporate websites.
18. 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.
19. Common video metrics include:
a. engagement.
b. page views.
c. paid placements.
20. Small businesses can utilize video advertising by:
a. using a video production house.
b. creating their own video channel.
c. neither of the above.
TRUE/FALSE
1. Video and online advertising can both be part of effective integrated marketing campaigns.
2. Media developments that have changed the nature of video viewing include TV Pay per View and
Video on Demand.
3. Increasing use of mobile phones does not change the way consumers access video.
4. Online advertising is most effective when used alone.
5. There is little opportunity to develop new and engaging online advertising formats.
6. Marketer-driven marketing activities are most effective in closing the consumer decision to
purchase a product.
7. Brand awareness may be sufficient to drive purchasing action for a low-involvement product.
8. Marketers should set specific objectives for brand development activities.
9. The Harley Owners Group is an example of a marketer-initiated brand community.
10. It is not possible to find videos about many specialized B2B products.
11. Effective videos can increase the volume of sales on retail sites.
12. Younger Internet users are more active consumers of content than their older counterparts.
13. Unlike video content, video advertising is not experiencing substantial growth.
14. It is important that all marketing videos be of the highest production quality.
15. Video marketing strategy has a clear set of elements that are necessary for success.
16. Social media does not play an important role in the dissemination of video content.
17. Video can be considered both a channel of communications and a marketing tool.
18. Small retailers cannot make effective use of expensive tools like video.
ESSAY
1. 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.
2. There are several stages that are part of the brand development process. Identify the stages and
describe the nature and importance of each. [Illustrate each stage with an example of the behavior a
consumer might exhibit when going through that stage.]
3. 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.