Laurie was influenced to purchase a set of children's books and ...

[deesands]

Laurie was influenced to purchase a set of children's books and tapes from an infomercial that used Angela Lansbury, an actress that played a murder mystery writer in a television series called Murder She Wrote, as the endorser. Actually, Ms. Lansbury presented the entire sales pitch and discussed the merits of the product. Laurie perceived Ms. Lansbury to be honest and believable. Which attribute of endorser credibility does this represent?
 a. trustworthiness
  b. expertise
  c. similarity
  d. familiarity
  e. liking

Question 2

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.

[jointhecircus]

Answer to Question 1

A

Answer to Question 2

The text lists the following as best practices:

 Set social goals, not financial ones. Videos are one part of a content marketing strategy and, as such, are impossible to link to specific financial goals like sales.
 Have a marketing plan.
 Have a social media presence, which gives you channels to distribute your video content.
 Include sharing options in your video posts and marketing campaign activities like emails.
 Encourage commentary and respond as needed.
 Measure results.
 Look at video as a relationship building tool more than as a direct sales generation tool.
 Monitor what people say about the campaign in other channels (Facebook, Twitter, trade industry publications, for example).
 Have a formal debriefing at the end of the formal campaign to assess effectiveness and pinpoint things learned that will make future campaigns better.

These best practices add up to having a strategy and a specific plan for each video or each video campaign. It's not just fun and games, it's a marketing message that contributes to the overall brand theme or marketing campaign objective, better to both.

Students may also discuss one or more of the four elements of video strategypublish, optimize, promote and analyzein this context. That conveys the same message; marketing videos are part of broader marketing activities and must be planned and managed in a goal-oriented manner.

Chapter 6: Display Advertising and Other Customer Acquisition Techniques

MULTIPLE CHOICE