A skincare brand wants viewers to actively engage by liking, commenting, and sharing a new tutorial video. Why is this engagement particularly important?

Which of the following best explains why the first few seconds of a YouTube video ad are described as critical in the chapter?

A crazyegg-style heatmap reveals that many users repeatedly click on a bolded piece of text that isn’t a hyperlink or button. What does this kind of finding reveals, and what should the marketer do with it? 

A B2B software company wants to convince a prospect who is already aware of its brand and is comparing vendors. Based on the content-objectives framework, which format is best suited to this ‘convince’ stage?

A marketer wants to know how many times, at most, a user should typically see the same social ad before it’s considered stale. What is the recommended frequency cap?

To recover from a brand attack, if the negative claim being spread about the brand turns out to be true, what combination of actions is recommended?

A brand wants to identify social media users with a following larger than an average person’s but smaller than a celebrity’s, believing this group has the biggest impact on their audience’s purchasing opinions. What is this group of social media user called?

A WhatsApp Business account handled 40 customer chats in a week, with a combined total resolution time (from first message to resolved query) of 400 minutes across all resolved chats. What is the Average Resolution Time (ART), per chat?

An online furniture store sets up a Facebook ad campaign with the specific goal of getting users to complete a purchase on its website, using pixel tracking to confirm when this happens. What is this type of objective called?

A custom-couch ecommerce site is featured in a web design gallery and starts receiving many visits from design enthusiasts with no intent to buy. What should the team do before designing further conversion tests on this site?