Ch. 5 Flashcards
- 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
c. both of the above.
117
- ________ 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
b. Video streaming
117
- 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
b. It is effective in acquiring customers and making sales.
119-120
- Online advertising is ¬¬¬________ effective than television advertising in creating customer awareness.
a. more
b. less
c. equally
b. less
121
- ________ is the concept that describes the degree of positive or negative feelings about a brand.
a. Brand equity
b. Brand prestige
c. Brand image
c. Brand image
123
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.
a. brand equity and brand recognition.
123
- 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.
b. combining interactivity and information-driven direct-response marketing.
124
- Effective brand building requires:
a. balancing the online and offline media mix.
b. ensuring the best possible customer experience.
c. both of the above.
c. both of the above.
125,126
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.
a. members are likely to feel more brand loyalty.
127
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.
b. embed high-quality video in textual content.
128
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.
b. marketers need to make video available on whatever device users desire.
129
- Types of marketing videos include:
a. case studies and testimonials.
b. user-created videos.
c. animated cartoons.
a. case studies and testimonials.
131
- Elements of video marketing strategy include:
a. content creation.
b. video production.
c. optimization.
c. optimization.
132
- ________ are one platform that is effective in delivering videos to customers.
a. Websites
b. Paid video platforms
c. Blogs
c. Blogs
133,134
- 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.
b. tell engaging stories about product use and benefits.
136
- Optimizing videos for visibility requires:
a. use of relevant keywords wherever possible.
b. uploading to paid video sites.
c. a paid channel on YouTube.
a. use of relevant keywords wherever possible.
137
- Consumers are most likely to share videos that are posted on:
a. YouTube.
b. Facebook.
c. corporate websites.
b. Facebook.
138
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.
c. both of the above.
138
- Common video metrics include:
a. engagement.
b. page views.
c. paid placements
a. engagement.
140
Small businesses can utilize video advertising by:
a. using a video production house.
b. creating their own video channel.
c. neither of the above
b. creating their own video channel.
142
- Video and online advertising can both be part of effective integrated marketing campaigns.
True
117
- Media developments that have changed the nature of video viewing include TV Pay per View and Video on Demand.
True
118
- Increasing use of mobile phones does not change the way consumers access video.
false
118
- Online advertising is most effective when used alone.
False
120
- There is little opportunity to develop new and engaging online advertising formats.
False
122
- Marketer-driven marketing activities are most effective in closing the consumer decision to purchase a product.
False
123
- Brand awareness may be sufficient to drive purchasing action for a low-involvement product.
True
124
- Marketers should set specific objectives for brand development activities.
True
125
- The Harley Owners Group is an example of a marketer-initiated brand community.
False
127
- It is not possible to find videos about many specialized B2B products.
False
128
- Effective videos can increase the volume of sales on retail sites.
True
129
- Younger Internet users are more active consumers of content than their older counterparts.
True
130
- Unlike video content, video advertising is not experiencing substantial growth.
False
130
- It is important that all marketing videos be of the highest production quality.
False
131
- Video marketing strategy has a clear set of elements that are necessary for success.
True
132
- Social media does not play an important role in the dissemination of video content.
False
134
- Video can be considered both a channel of communications and a marketing tool.
True
135
- Small retailers cannot make effective use of expensive tools like video.
False
141
