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Chapter 03—Identifying Target Audiences
True / False
1. When developing personas it is important to identify all relevant personas by role.
a.
True
b.
False
ANSWER:
True
2. Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
a.
True
b.
False
ANSWER:
True
3. LinkedIn forbids self-promotion on its platform.
a.
True
b.
False
ANSWER:
True
4. Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.
a.
True
b.
False
ANSWER:
False
5. The Forrester Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.
a.
True
b.
False
ANSWER:
True
6. "Big data" provides opportunities to perform behavioral targeting.
a.
True
b.
False
ANSWER:
True
Multiple Choice
7. What is a common issue with social media marketing plans?
a.
Incorrectly identifying the target audience.
b.
Developing strategies before identifying the target audience.
c.
Defining the target audience too broadly.
d.
Not understanding marketing goals and objectives.
e.
Relying too heavily on Facebook as a social media strategy.
ANSWER:
c
8. The process for creating a SMM plan includes all of these EXCEPT:
a.
the creation of specific personas based on the target market.
b.
the creation of messaging objectives.
c.
the implementation of a schedule for posting.
d.
the listing of reasons for reaching this target market.
e.
choosing the media mix.
ANSWER:
d
9. The Persona Development Cycle DOES NOT include:
a.
listing the needs of all personas.
b.
identifying all personas by role.
c.
determining the situational triggers of the persona.
d.
mass messaging.
e.
developing purpose-oriented goals for communication with each persona.
ANSWER:
d
10. Why is the Social Technographics Ladder useful?
a.
It helps identify what social sites are most useful for a company.
b.
It provides a set of persona profiles for a company to reference.
c.
It allows a company to identify why people are using social media.
d.
It replaces other more time-consuming persona development processes.
e.
It confirms that social media is used primarily by Generation Y.
ANSWER:
b
11. Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?
a.
Collectors
b.
Critics
c.
Creators
d.
Spectators
e.
Joiners
ANSWER:
a
12. The only major platform to offer data based targeting options to brand pages is:
a.
Facebook.
b.
Twitter.
c.
LinkedIn.
d.
Pinterest.
e.
None of these; no platform offers this.
ANSWER:
a
13. Why is it considered important to focus on the buyer persona?
a.
They spend the most time on social media.
b.
They react differently to messaging objectives than other persona profiles.
c.
They are the ones who make the purchasing decisions.
d.
They reflect the ideal demographic profile.
e.
They spend the least time on social media.
ANSWER:
c
14. Google+:
a.
has a built-in targeting mechanism with its circles.
b.
allowed hashtag searches until November 2015, then eliminated that option.
c.
added a feature called "Companions" for search purposes.
d.
all of the above.
e.
only A and B are correct.
ANSWER:
e
15. Which rung on the Social Technographics Ladder represents the largest segment?
a.
Inactives
b.
Spectators
c.
Joiners
d.
Critics
e.
Collectors
ANSWER:
b
16. Why are messaging objectives important?
a.
They ensure a company knows where to find their personas.
b.
They help provide the persona with the information they need to make a purchase or other conversion.
c.
They help determine the optimal target audience.
d.
They ensure specificity within personas.
e.
They allow for the adjustment of messaging goals.
ANSWER:
b
17. Regarding SMM, which of the following is correct?
a.
"More is better."
b.
A large pool of potential customers is necessary.
c.
Messages are useful only if they reach the right people.
d.
The message can be delivered at any time.
e.
The message can be delivered in any available format.
ANSWER:
c
18. On Facebook, most brand posts are made:
a.
on Thursday and Friday.
b.
on weekends, generally.
c.
on Saturday, especially between 8 and 11 pm in the evening.
d.
on Friday at 3 pm.
e.
none of these.
ANSWER:
a
Subjective Short Answer
19. What is a target audience?
ANSWER:
Those consumers, or group of consumers, that a company or brand has decided to try to reach with its marketing strategies. It can include both those most likely to purchase, as well as those who exhibit interest in similar values and ideas.
20. The text describes the Persona Development Cycle as having what three elements?
ANSWER:
- Identify persona roles (including buyer personas)
- Identify the needs and situational triggers for each persona
- Develop messaging objectives
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