RECA CERTIFICATION SCRIPT 2026
QUESTIONS WITH SOLUTIONS
GRADED A+
◍ Shift in marketing mix.
Answer: Reach, effectiveness, and efficiency
◍ goal of marketing.
Answer: to create a product/service that sells
◍ GOST hierarchy.
Answer: Goals, Objectives(specific metrics), Strategies, tactics aka
hierarchy towards achieving goals
◍ 5 C's.
Answer: Customer, competitors, collaborators, company, context
◍ Customer marketing model.
Answer: AwarenessInterest/EngagementAcquisitionCustomer
SegmentationCustomer RetentionSupport/Advocacy
◍ RFM.
Answer: recency, frequency, monetary value (as a customer persona)
◍ Buyer journey.
Answer: Discovery (loosening of status quo, committing to
change)Consideration (Exploring possible solutions & committing to a
solution)Decision (Justifying the decision, making the selection)
◍ The 5 P's.
Answer: Core components associated with a mktg mix:
PriceProductPromoPlacePeople
◍ Porter's 5 forces.
, Answer: designed to consider competitive implications for an org within
context of consumer behavior. Power of customer, threat of new entrants,
threat of substitutes, power of supplies- All circle into: competitive rivalry
within industry
◍ Youtube Stats.
Answer: - First video aired on 4/23/05- over 1 billion unique visitors/month,
6 billion hours of videos/month- 25% of views come from mobile devices -
Second largest search engine behind Google - 17% of all internet traffic-
56% of vides are <2mins
◍ Most common videos.
Answer: - Explainers- Product Demos - How-Tos- Testimonials
◍ Video Stats.
Answer: >4/5 Twitter users watch video content on Twitter10billion
videos/day are watched on Snapchat500million people/day watch videos on
Facebook85% of videos watched on Facebook are watched without sound
◍ Video Views.
Answer: A video is considered a view on Facebook if it runs for at least 3
seconds
◍ Impact on Video on email.
Answer: Including video in email increase consumer engagement and has an
overall positive impact on the channelThe word "video" in email subject line
- increases open rates by ~20% - increases CTRs by ~65%- reduces
unsubscribes by 26%A video included in the email increases CTR by
200-300%
◍ Impact of Video on Websites.
Answer: Video has a roughly 100% increase in conversion rates
◍ 4 components to define a holistic strategy.
Answer: 1. define the mission behind dig. mktg efforts2. derive the digital
strategy3. define the interaction strategy across cust. lifestyle4. measurement
& improve ROI
, ◍ Programmatic ad buying.
Answer: use of software to buy digital advertising.
◍ Online Video Stats.
Answer: - online videos will account for 80% of all consumer web traffic by
2020- 83% of consumers indicate they're willing to share videos they like
with their friends and peers- 85% of the US internet audience watches
videos online.
◍ What are goals of display ad?.
Answer: Build brand awarenessIncrease share of voiceCreate consumer
demandInform consumersBuild brand loyaltyDrive response and sales
◍ Business goals for using online video.
Answer: - Communication- Sales- Lead Generation- Customer Service-
Promotion
◍ Avg CTR.
Answer: 1.91% on search network, but just .25% on display network
◍ Customer preference/behaviors.
Answer: - 2/3 consumers prefer watching explainer videos - 3/4 millennials
say video helps them in comparison shopping - 40% of consumers say
videos increases the chance of purchasing a product through their mobile
devices- 69% of users prefer to watch a video to learn a product/service than
reading about it
◍ Type of ad more likely to be viewed.
Answer: Vertical ads (above the fold)
◍ When is a display ad considered view able?.
Answer: When 50% of an ads pixels are in view on the screen for a
minimum of one second. better to have multiple senses, like sound and
video
◍ Dynamic creative optimization.
Answer: to increase engagement - create targeted ads down to an individual
QUESTIONS WITH SOLUTIONS
GRADED A+
◍ Shift in marketing mix.
Answer: Reach, effectiveness, and efficiency
◍ goal of marketing.
Answer: to create a product/service that sells
◍ GOST hierarchy.
Answer: Goals, Objectives(specific metrics), Strategies, tactics aka
hierarchy towards achieving goals
◍ 5 C's.
Answer: Customer, competitors, collaborators, company, context
◍ Customer marketing model.
Answer: AwarenessInterest/EngagementAcquisitionCustomer
SegmentationCustomer RetentionSupport/Advocacy
◍ RFM.
Answer: recency, frequency, monetary value (as a customer persona)
◍ Buyer journey.
Answer: Discovery (loosening of status quo, committing to
change)Consideration (Exploring possible solutions & committing to a
solution)Decision (Justifying the decision, making the selection)
◍ The 5 P's.
Answer: Core components associated with a mktg mix:
PriceProductPromoPlacePeople
◍ Porter's 5 forces.
, Answer: designed to consider competitive implications for an org within
context of consumer behavior. Power of customer, threat of new entrants,
threat of substitutes, power of supplies- All circle into: competitive rivalry
within industry
◍ Youtube Stats.
Answer: - First video aired on 4/23/05- over 1 billion unique visitors/month,
6 billion hours of videos/month- 25% of views come from mobile devices -
Second largest search engine behind Google - 17% of all internet traffic-
56% of vides are <2mins
◍ Most common videos.
Answer: - Explainers- Product Demos - How-Tos- Testimonials
◍ Video Stats.
Answer: >4/5 Twitter users watch video content on Twitter10billion
videos/day are watched on Snapchat500million people/day watch videos on
Facebook85% of videos watched on Facebook are watched without sound
◍ Video Views.
Answer: A video is considered a view on Facebook if it runs for at least 3
seconds
◍ Impact on Video on email.
Answer: Including video in email increase consumer engagement and has an
overall positive impact on the channelThe word "video" in email subject line
- increases open rates by ~20% - increases CTRs by ~65%- reduces
unsubscribes by 26%A video included in the email increases CTR by
200-300%
◍ Impact of Video on Websites.
Answer: Video has a roughly 100% increase in conversion rates
◍ 4 components to define a holistic strategy.
Answer: 1. define the mission behind dig. mktg efforts2. derive the digital
strategy3. define the interaction strategy across cust. lifestyle4. measurement
& improve ROI
, ◍ Programmatic ad buying.
Answer: use of software to buy digital advertising.
◍ Online Video Stats.
Answer: - online videos will account for 80% of all consumer web traffic by
2020- 83% of consumers indicate they're willing to share videos they like
with their friends and peers- 85% of the US internet audience watches
videos online.
◍ What are goals of display ad?.
Answer: Build brand awarenessIncrease share of voiceCreate consumer
demandInform consumersBuild brand loyaltyDrive response and sales
◍ Business goals for using online video.
Answer: - Communication- Sales- Lead Generation- Customer Service-
Promotion
◍ Avg CTR.
Answer: 1.91% on search network, but just .25% on display network
◍ Customer preference/behaviors.
Answer: - 2/3 consumers prefer watching explainer videos - 3/4 millennials
say video helps them in comparison shopping - 40% of consumers say
videos increases the chance of purchasing a product through their mobile
devices- 69% of users prefer to watch a video to learn a product/service than
reading about it
◍ Type of ad more likely to be viewed.
Answer: Vertical ads (above the fold)
◍ When is a display ad considered view able?.
Answer: When 50% of an ads pixels are in view on the screen for a
minimum of one second. better to have multiple senses, like sound and
video
◍ Dynamic creative optimization.
Answer: to increase engagement - create targeted ads down to an individual
