CHAPTER 8 BUS 118

Using real people in actual locations when creating a video is an example of a. Authenticity b. Professionalism c. Intimacy d. Being entertaining e. Human drama

A

Why were Blendtec's videos so successful? a. They showed the benefits of the product in a creative and entertaining manner. b. They were a successful form of advertising. c. Many people need blenders. d. The company supported its video campaign with traditional advertising. e. Blendtec invested heavily in the video production

A

Why is the continuity of a theme important with videos? a. A general theme makes it easier to create regular content. b. Specificity is important with video content sharing. c. It helps ensure a video will go viral. d. It is more likely to convince a viewer to watch other videos and to subscribe to a channel. e. It makes measurement easier.

D

Brevity is important when creating videos because a. Most videos on sharing sites are short. b. Longer videos take longer to load. c. People have short attention spans. d. Shorter videos are more popular. e. Research shows that 76% of viral videos are under two minutes.

C

One reason that video creates a stronger connection with consumers is a. Because it tells a story. b. That it is seen as a diversion or quick break. c. Because viewers are more vested in content when there is a human face attached. d. It creates community. e. People don't like to read.

C

What was the main challenge identified in the Old Spice Guy case study? a. Convincing men to buy Old Spice. b. Illustrating that the Old Spice brand was not old and out of date. c. Promoting the videos on other social channels while still reaching YouTube influencers. d. Positioning the body way as masculine while marketing to women. e. Creating the video content quickly enough for the social media responses to appear timely.

D

Which of the following is a true statement? a. The majority of online videos that fail to spread within the first 24 hours never become popular. b. Secondary sharing describes when content is shared by people who do not have connections with the content creator. c. YouTube's opinion leaders are those more likely to have posted an online video. d. Secondary sharing is the most important stage to establishing a video's audience. e. Primary sharing explains when fans and friends begin spreading a video.

D

What is a reason for YouTube's popularity? a. It has 78.5% of the video sharing market share. b. It integrates easily with other social media platforms c. It provides ways for users to monetize their videos. d. It promotes high definition video. e. It has higher organic search rankings.

B

Which statement is false? a. Focusing on solid content is key to monetizing videos. b. Vimeo and YouTube offer ways to monetize videos. c. To successfully monetize videos it is important to promote the channel on other websites. d. Updating videos frequently is one way to generate more clicks and ad revenue. e. Understanding video analytics helps with better creating content for a target audience.

B

Why has video sharing increased in popularity? a. Video sharing websites have proliferated, making it easy to share video. b. The cost of video equipment has declined. c. More people have learned to record and edit video d. Facebook has the biggest share of the video sharing market. e. It is easier to find someone with video expertise today.

B

Why is user generated content is taken more seriously by consumers? a. It does not include a strong sales message. b. It is seen as unaffiliated. c. User generated content is usually more entertaining. d. It is better edited and more polished. e. It generates more video views.

B

The most popular channel used to share information online is a. YouTube b. Facebook c. Twitter d. Instant message e. Email

E

It is easy to creative a video that accomplishes marketing objectives and goes viral.

F

Tertiary sharing is the easiest step in sharing videos online.

F

YouTube only became a leader in online video sharing after it was purchased by Google in 2006.

F

One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates.

T

One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.

T

Online video can act like an infomercial by showcasing a product's features and benefits.

T

Social media is an important tool for video sharing sites because most of them rely on advertising revenue.

T