MGT 6311 Final Exam with 100% Correct
Answers 2023
What aspects of a video can be optimized for VSEO? - Correct Answer-title, thumbnail,
meta tags
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.
How do users find new videos? - Correct Answer-search engines, recommendations
from friends/family, navigating to a URL, paid ads/promotions
When should the CTA be included in a video promotion? - Correct Answer-as early as
possible
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)
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
What are key metrics for success for video ads? - Correct Answer-number of views,
average view time, CTR on CTA, drop off points
Name 5 goals for a video marketing campaign - Correct Answer-communication,
increase sales, lead generation, provide customer service, promotion
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)
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)
What are some features unique to mobile use? - Correct Answer-personal, always
carried, always on, built-in payment, location services
, 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?)
What does "internet of things" mean? - Correct Answer-devices are connected, more
data than ever available on customers
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
What is the average customer threshold for abandoning a page while it's loading? -
Correct Answer-3 seconds
How can responsive design improve a marketing campaign? - Correct Answer-make
sure ads display properly across devices (laptop, mobile, tablet)
What should be true about the landing page a user reaches after clicking on an
advertisement? - Correct Answer-it should align with the content of the ad (i.e. if the ad
is for black socks, the landing page should be a page where users can purchase that
product, not for the company's homepage)
What are some mobile best practices? - Correct Answer-avoid spam, keep relevant,
easy interaction (UX), balance personalization and privacy, integrate across platforms,
channels
What are key benefits of direct/email marketing? - Correct Answer-cost effective,
customizable, measurable, targeted, high ROI
What is CRM? - Correct Answer-customer relationship management
Why is responsive email design important? - Correct Answer-allow email to display
properly across devices
What are steps for implementing a direct marketing campaign? - Correct Answer-1.
grow user database, 2. design email content, 3. test for effectiveness, 4. segment
database, 5. send email, 6. measure success, 7. repeat cycle of testing, optimizing,
testing
What shape do typical users have for their reading habits? - Correct Answer-F shape
How can you determine which/how many images to include in email content? - Correct
Answer-minimize images, make sure it makes sense without the images, use sparingly
for best effect
