Deck 3: Social Consumers

Question 1

Which of the following is essentially a diary that you keep through your social media activities?

A)Digital identity.
B)Lifestream.
C)Social footprint.
D)Digital brand name.
E)Social impressions.

Answer 1

B
Explanation: B)That's right … more footprints.Records of your activities may make up a lifestream (assuming you share enough detail with regularity),which is essentially a diary you keep through your social media activities.

Question 2

Which of the following is a satellite system that provides real-time location and time information?

A)RSS feed technology.
B)Roving nodes technology.
C)GPS technology.
D)Lifestream aggregation.
E)Digital mobility.

Answer 2

C
Explanation: C)This innovation should aid local businesses who can use the technology to target specific people based on physical presence.

Question 3

Which term refers to brands that inspire passionate loyalty in their customers?

A)Lovemarks.
B)Brand loyalty.
C)Psychographic.
D)Benefit brands.
E)Behavioral.

Answer 3

A
Explanation: A)Some industry experts argue that consumers want to have meaningful relationships with the brands they use frequently,and particularly with those brands they consider 'lovemarks'.This term refers to brands that inspire passionate loyalty in their customers.

Question 4

The shift in culture to first seeking digital channels for communication,information and entertainment is also known as which of the following?

A)Contact Immediacy.
B)Lifestreaming.
C)Digital Mobility.
D)Handle Squatting.
E)Digital Primacy.

Question 5

Your digital identity is made up of which of the following?

A)Your Facebook and Twitter accounts.
B)Your social footprint and lifestream.
C)Your handle and RSS feed.
D)Your digital brand name and digital primacy.
E)Your digital collaborators and critics.

Question 6

Which of the following does not represent a social footprint?

A)'Liking' a site,article,or product.
B)Shopping online.
C)Commenting on YouTube videos.
D)Charging a purchase at a retail store on your credit card.
E)Downloading a podcast from iTunes.

Question 7

What type of segmentation is used when companies market to consumers who want to have meaningful relationships with brands they use frequently?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 8

Which of the following are mobile apps provided by brands to help consumers take care of their lives' requirements more efficiently?

A)Search engines.
B)Digital collaborators.
C)Mobile newbies.
D)Lifestream aggregators.
E)Brand butlers.

Question 9

The impressions that make up the data that marketers use to paint your social identity are also known as which of the following?

A)Digital identity.
B)Lifestream.
C)Social footprints.
D)Digital brand names.
E)Social impressions.

Question 10

What type of segmentation is being used when a company markets to its 'heavy users'?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 11

Which of the following refers to the way we represent ourselves via text,images,sounds,and video to others who access the Web?

A)Digital identity.
B)Lifestream.
C)Social footprint.
D)Digital brand name.
E)Digital primacy.

Question 12

What type of segmentation refers to segmenting markets by how consumers act with regard to a brand or a product category?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 13

Digital technology has always existed for which group of people?

A)Digital immigrants.
B)Digital natives.
C)Desktop veterans.
D)Drifting surfers.
E)Lifestream aggregators.

Question 14

As FourSquare members check in,local businesses in that area can reach out to them with special offers and interactive promotions such as free drinks or discounts.What type of segmentation are local businesses using when they give offers through FourSquare?

A)Geographic segmentation.
B)GPS technology.
C)Market segmentation.
D)Demographic segmentation.
E)Behavioral segmentation.

Question 15

What type of segmentation is being used when companies market to consumers who seek help from brands to manage their lives?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 16

Which of the following describes the process of dividing a market into distinct groups that have common needs and characteristics?

A)Behavioral segmentation.
B)Market segmentation.
C)Lifestream aggregation.
D)Social media addiction.
E)Handle squatting.

Question 17

Which type of segmentation refers to segmenting markets by age,gender,income,ethnic background,educational attainment,family life cycle,and occupation?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 18

Which of the following ad types would not appear on a website?

A)Display ad.
B)Banner ad.
C)Rich media ad.
D)Text ad.
E)Print ad.

Question 19

North Face can expect to sell more parkas to people who live in winter climates,whereas Roxy will move more bikinis in sunny vacation spots.This is an example of which of the following?

A)Geographic segmentation.
B)GPS technology.
C)Market segmentation.
D)Demographic segmentation.
E)Behavioral segmentation.

Question 20

What type of segmentation did General Mills use when it launched QueRicaVida.com as an online platform for single moms?

A)Geographic.
B)Demographic.
C)Psychographic.
D)Benefit.
E)Behavioral.

Question 21

Which type of impulse represents participation in social media as a way to 'pay it forward'?

A)Personal utility.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 22

People's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection is also known as which of the following?

A)Privacy salience.
B)Privacy paradox.
C)Social privacy.
D)Social identity.
E)None of the above.

Question 23

Small pieces of data that are dropped onto consumers' hard drives,often used to track searches,site visits,clicks,and even the contents of electronic shopping carts are referred to as which of the following?

A)RSS feeds.
B)Cookies.
C)Roving nodes.
D)Social media touchpoints.
E)Banner ads.

Question 24

A quick search of Twitter for actor Hugh Jackman turns up several people listings,including @RealHughJackman,@JackmanHugh,@HughJackman,and @H_Jackman,among others.Only one is the "real" Hugh Jackman.The others are probably which of the following?

A)Lifestreaming.
B)Avatars.
C)Handle squatting.
D)Brand butlers.
E)Lurking.

Question 25

What type of impulse led nearly five million Twitter users to follow Ashton Kutcher's daily tweets?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 26

When you attempt to use social media to earn worldwide fame,which impulse are you responding to?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 27

Which type of impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 28

An ID that is used to describe something about you in shorthand as you try to build a following is known as which of the following?

A)Social footprint.
B)Digital primacy.
C)Digital brand name.
D)Lifestream.
E)Social media touchpoint.

Question 29

Which of the following is the same exercise marketers can use to assess the situation and their competitors' social presence and is also used to assess personal social media activity according to the values expressed in the social engagement?

A)Social identity audit.
B)Social activity audit.
C)Personal identity audit.
D)Personal activity audit.
E)None of the above.

Question 30

Which of the following completes the sentence,'________ is the sense of relief we feel from knowing others in our network are accessible'?

A)Contact comfort.
B)Immediate altruistic response.
C)Social media addiction.
D)Prurient impulse.
E)Validation impulse.

Question 31

Which type of impulse are you responding to when you 'follow' people on Twitter and visit their profiles?

A)Validation.
B)Personal utility.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 32

In which system is the ladder indicative of the level of involvement in social media people have reached given their activities?

A)Digital mobility.
B)Diffusion of innovations.
C)Social technographics.
D)Contact immediacy.
E)Demographics.

Question 33

Which impulse represents the feeding of one's own ego?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Question 34

Which of the following represents the natural drive to feel a sense of psychological closeness to others without delay and a sense of relief from knowing others in our network are accessible?

A)Validation and immediacy.
B)Altruistic and immediacy.
C)Contact comfort and immediacy.
D)Prurient and contact comfort.
E)Affinity and validation.

Question 35

One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.

Question 36

Which of the following terms describes the extent to which worries about sharing too much information impact our online behavior is known?

A)Privacy salience.
B)Privacy paradox.
C)Social privacy.
D)Social identity.
E)None of the above.

Question 37

The portrait that marketers paint of you when they assess the image and perception you portray of yourself on social media is known as which of the following?

A)Personal utility impulse.
B)Social footprint.
C)Social personality.
D)Social identity.
E)Social profile.

Question 38

Which of the follow adds value to the social Web and their social communities as they contribute content to be shared with others?

A)Creators.
B)Conversationalists.
C)Critics.
D)Collectors.
E)Spectators.

Question 39

Which of the following represents your username in social communities?

A)Lifestream.
B)Avatar.
C)Social footprint.
D)Handle.
E)Social media touchpoint.

Question 40

Sally keeps checking for a response after replying to her boyfriend's message.What type of impulse is she responding to?

A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.

Question 41

Which reactors to content interact socially primarily by posting comments,ratings or reviews,and editing wikis?

A)Creators.
B)Conversationalists.
C)Critics.
D)Collectors.
E)Spectators.

Question 42

Which of the following are syndicators of content that send content directly to subscribers?

A)Lifestream aggregators.
B)Roving nodes.
C)Search engines.
D)RSS feeds.
E)Media movers.

Question 43

Which of the following completes the sentence,'As we move down the ladder,the segments become less responsible for content and more involved in the _________of content'?

A)creators
B)conversationalists
C)critics
D)consumption
E)spectators

Question 44

Which people are most likely to be young females who maintain discussions with their friends via Twitter and Facebook updates and comments?

A)Creators.
B)Conversationalists.
C)Critics.
D)Collectors.
E)Spectators.

Question 45

Which of the following are the two most important microblogs for marketers?

A)Support networks and brand clusters.
B)Tight crowds and support networks.
C)Brand clusters and tight crowds.
D)Community clusters and brand clusters.
E)Polarized crowds and support networks.

Question 46

Which of the following completes the sentence,'_________ is/are characterized by highly interconnected people such as hobbyists,fans,or professional groups'?

A)Support networks
B)Tight crowds
C)Brand clusters
D)Community clusters
E)Polarized crowds

Question 47

Which people maintain a profile on one or more social networking sites and visit those sites on a regular basis?

A)Inactive.
B)Conversationalists.
C)Critics.
D)Joiners.
E)Spectators.

Question 48

Which networkers use mobile devices to visit social networks and for texting,but also feel like people need breaks from so much connectivity?

A)Digital collaborators.
B)Ambivalent networks.
C)Roving nodes.
D)Media movers.
E)Mobile newbies.

Question 49

Which of the following is not considered a microblog?

A)Support networks.
B)Tight crowds.
C)Brand clusters.
D)Community clusters.
E)Polaroid crowds.

Question 50

Which people treat online content like that available in other media (television,magazines,and radio)?

A)Creators.
B)Conversationalists.
C)Critics.
D)Collectors.
E)Spectators.