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MGT 6311 FINAL EXAM WITH
100% CORRECT ANSWERS
Question 1: What aspects of a video can be optimized for
VSEO?
CORRECT ANSWER: title, thumbnail, meta tags
Question 2: Give some strategies for VSEO
CORRECT ANSWER: upload new content regularly,
encourage engagement via likes, shares, subscriptions, track metrics and delete unsuccessful videos, use most important keywords in 1st 3 words of title, meta tags, etc.
Question 3: How do users find new videos?
CORRECT ANSWER: search engines,
recommendations from friends/family, navigating to a URL, paid ads/promotions
Question 4: When should the CTA be included in a video
promotion?
CORRECT ANSWER: as early as possible
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Question 5: What are some methods of payment for video
ads?
CORRECT ANSWER: pay if user watches more than
30 seconds, PPC, pay if user watches whole video (total length less than 30 seconds)
Question 6: How do YouTube and Facebook differ in
their definitions of a user viewing a video?
CORRECT ANSWER: YouTube counts a view as more
than 30 seconds, Facebook counts a view as more than 3 seconds
Question 7: What are key metrics for success for video
ads?
CORRECT ANSWER: number of views, average view
time, CTR on CTA, drop off points
Question 8: Name 5 goals for a video marketing
campaign
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CORRECT ANSWER: communication, increase sales,
lead generation, provide customer service, promotion
Question 9: How should you determine which metrics to
track for a video marketing campaign?
CORRECT ANSWER: Pick the metrics that will tell the
most about the overall goal of the campaign (i.e. if the objective is to increase sales, use CTR, conversion rate, etc)
Question 10: Give an example of paid, owned, and earned
media
CORRECT ANSWER: Google ads (paid), company
Facebook page (owned), influencer blog post about new product (earned)
Question 11: What are some features unique to mobile
use?
CORRECT ANSWER: personal, always carried, always
on, built-in payment, location services
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Question 12: What needs to be considered before starting
a mobile marketing campaign?
CORRECT ANSWER: specific customer segment
needs, habits, preferences (will a mobile campaign likely influence target audience?)
Question 13: What does "internet of things" mean?
CORRECT ANSWER: devices are connected, more
data than ever available on customers
Question 14: What metrics (other than downloads) can be
used to evaluate an app's success?
CORRECT ANSWER: number of active users, retention
rate, LTV/revenue per customer, session length, crash analytics
Question 15: What is the average customer threshold for
abandoning a page while it's loading?
