Question 1

Which is a false statement?

Accepted Answer

A)   Wahoo shifted to social media because it was unsuccessful with traditional media.
B)   Wahoo's objective was to make its food part of the lifestyle of its target audience.
C)   Wahoo succeeded in social media because its personas were considered authentic and its target audiences identified with it
D)   Wahoo created content for its target audience,but it also used content created by its target audience.
E)   Social media was an efficient way for Wahoo to communicate to its target audience.F) C) and D)
G) A) and E)

Question 2

Which statement is true?

Accepted Answer

A)   Personas are not required to identify the optimal target audience.
B)   The secondary optimal target audience is that segment that is has only one of the three attributes described in the text.
C)   There is less competition for the optimal target audience than for other personas.
D)   The optimal target audience represents a very small segment of the overall target audience.
E)   It is easier to identify the optimal target audience on traditional marketing channels.F) A) and D)
G) All of the above

Question 3

The text describes the Persona Development Cycle as having what three elements?

Accepted Answer

- Identify persona roles (including buyer persona)
- Identify the needs and situational triggers for each persona
- Develop messaging objectives

Question 4

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.

Accepted Answer

A) True 
 B)False

Question 5

Why are messaging objectives important?

Accepted Answer

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.F) A) and B)
G) A) and C)

Question 6

Colgate Palmolive

Accepted Answer

A)   Illustrates that social media only works with a younger target audience.
B)   Is an example of how a company used persona development to successfully determine what its potential consumers are doing on social media.
C)   Confirms that online video appeals to a wide audience.
D)   Is an example of a brand applying the Social Technographics Profile Tool to its social media strategy.
E)   Confirms the need for social media savvy creative agencies.F) B) and E)
G) None of the above

Question 7

At what point does a brand stop developing personas?

Accepted Answer

A)   When the company has identified 8-10 personas
B)   When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset.
C)   When it feels like it has enough
D)   It should not stop,for it should always look to further refine its marketing efforts.
E)   Once it has exhausted the Social Technographics LadderF) All of the above
G) A) and B)

Question 8

A skilled social media marketer can adapt messages to created specific messages to reach secondary (and even tertiary)optimal target audiences.

Accepted Answer

A) True 
 B)False

Question 9

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.

Accepted Answer

A) True 
 B)False

Question 10

Why is it considered important to focus on the buyer persona?

Accepted Answer

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.F) B) and D)
G) D) and E)

Question 11

What is a common issue with social media marketing plans?

Accepted Answer

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.F) A) and E)
G) B) and E)

Question 12

The Persona Development Cycle does not include:

Accepted Answer

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 personaF) None of the above
G) B) and D)

Question 13

Why is the Social Technographics Ladder useful?

Accepted Answer

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.F) A) and B)
G) C) and D)

Question 14

What is a target audience?

Accepted Answer

Those consumers,or group of consumer,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.

Question 15

Targeting a wider section of a target audience means a company can reach more people.

Accepted Answer

A) True 
 B)False

Question 16

Which rung on the Social Technographics Ladder represents the largest segment?

Accepted Answer

A)   Inactives
B)   Spectators
C)   Joiners
D)   Critics
E)   CollectorsF) C) and E)
G) A) and E) B

Question 17

A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.

Accepted Answer

A) True 
 B)False

Question 18

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?

Accepted Answer

A)   Collectors
B)   Critics
C)   Creators
D)   Spectators
E)   JoinersF) B) and E)
G) All of the above

Question 19

When developing personas it is important to identify constraints right away,as those are a sign to avoid a particular persona.

Accepted Answer

A) True 
 B)False

Question 20

A persona can be defined as

Accepted Answer

A)   It is another way of describing a target audience.
B)   The demographics and psychographics of a target audience.
C)   A detailed profile of a particular subset of people within the broad target audience.
D)   The personality and behavior of a target audience.
E)   Behavioral patterns of a specific subset of a target audience.F) D) and E)
G) B) and C)

Exam 3: Identifying Target Audiences

Which is a false statement?

Correct AnswerverifiedShow Answer

Which statement is true?

Correct AnswerverifiedShow Answer

The text describes the Persona Development Cycle as having what three elements?

Correct Answerverified- Identify persona roles (including buyer persona) - Identify the needs and situational triggers for each persona - Develop messaging objectives

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.

Correct AnswerverifiedShow Answer

Why are messaging objectives important?

Correct AnswerverifiedShow Answer

Colgate Palmolive

Correct AnswerverifiedShow Answer

At what point does a brand stop developing personas?

Correct AnswerverifiedShow Answer

A skilled social media marketer can adapt messages to created specific messages to reach secondary (and even tertiary)optimal target audiences.

Correct AnswerverifiedShow Answer

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.

Correct AnswerverifiedShow Answer

Why is it considered important to focus on the buyer persona?

Correct AnswerverifiedShow Answer

What is a common issue with social media marketing plans?

Correct AnswerverifiedShow Answer

The Persona Development Cycle does not include:

Correct AnswerverifiedShow Answer

Why is the Social Technographics Ladder useful?

Correct AnswerverifiedShow Answer

What is a target audience?

Correct AnswerverifiedThose consumers,or group of consumer,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.

Targeting a wider section of a target audience means a company can reach more people.

Correct AnswerverifiedShow Answer

Which rung on the Social Technographics Ladder represents the largest segment?

Correct AnswerverifiedB

A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.

Correct AnswerverifiedShow Answer

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?

Correct AnswerverifiedShow Answer

When developing personas it is important to identify constraints right away,as those are a sign to avoid a particular persona.

Correct AnswerverifiedShow Answer

A persona can be defined as

Correct AnswerverifiedShow Answer

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- Identify persona roles (including buyer persona) - Identify the needs and situational triggers for each persona - Develop messaging objectives

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Those consumers,or group of consumer,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.

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B

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