Deck 3: Social Consumers

Question 1

The way we represent ourselves via text,images,sounds,and video to others who access the Web is our:

A) digital identity.
B) lifestream.
C) social footprint.
D) digital brand name.
E) digital primacy.

Answer 1

A

Question 2

Google and Yahoo! sites are:

A) RSS feeds.
B) GPS technologies.
C) discussion forums.
D) blogs.
E) search engines.

Answer 2

E

Question 3

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:

A) lifestreaming.
B) avatars.
C) handle squatting.
D) brand butlers.
E) lurking.

Answer 3

C

Question 4

A handle that describes something about you in shorthand as you try to build a following is known as a:

A) social footprint.
B) digital primacy.
C) digital brand name.
D) lifestream.
E) social media touchpoint.

Question 5

Consumers perceive ________ as the most essential of all media.

A) radio
B) television
C) newspapers
D) the Internet
E) press conferences

Question 6

The mark a person makes when he or she occupies digital space is a:

A) digital identity.
B) lifestream.
C) social footprint.
D) digital brand name.
E) digital primacy.

Question 7

________ grew up without Web 2.0 technology.

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

Question 8

All of the following represent a social media touchpoint opportunity EXCEPT:

A) Google TV.
B) FourSquare.
C) class assignment wiki.
D) Facebook Mobile.
E) telemarketing calls.

Question 9

Your username in social communities is a:

A) lifestream.
B) avatar.
C) social footprint.
D) handle.
E) social media touchpoint.

Question 10

All of the following explain the rate at which people are likely to adopt innovative products EXCEPT:

A) the relative advantage of the innovation.
B) the amount of time an innovation has been considered "new."
C) the innovation's compatibility.
D) simplicity.
E) the ability to observe and try the innovation.

Question 11

All of the following behaviors represents a social footprint EXCEPT:

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 12

All of the following are a type of ad listed in the chapter that would appear on a website EXCEPT:

A) display ad.
B) banner ad.
C) rich media ad.
D) text ad.
E) print ad.

Question 13

"Opting in" is a term closely associated with ________.

A) permission emails
B) behavior segmentation
C) privacy salience
D) validation impulse
E) social media addiction

Question 14

Which of the following pairs makes up your digital identity?

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 15

How easily an innovation can be assimilated into the person's life refers to:

A) the relative advantage of the innovation.
B) the ability to observe and try the innovation.
C) the innovation's compatibility.
D) its simplicity.
E) the amount of time an innovation has been considered "new."

Question 16

The ongoing record of your digital life is your:

A) digital identity.
B) lifestream.
C) social footprint.
D) digital brand name.
E) digital primacy.

Question 17

The shift from sending more emails and spending hours gabbing on the phone to focusing on text messages and IMs is an example of:

A) contact immediacy.
B) lifestreaming.
C) digital mobility.
D) handle squatting.
E) digital primacy.

Question 18

Which of the following represents the measure of the percentage of a population with Internet access?

A) market segmentation
B) GPS technology
C) prurient impulse
D) online reach
E) Internet penetration rate

Question 19

________ were born in an era in which digital technology had always existed.

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

Question 20

Lifestream aggregators:

A) provide an easy way for users to share and organize their own multimedia content.
B) heighten the meaning associated with one's name.
C) find out whether your desired username is available in the many social communities.
D) choose to what extent you will become socialized into the digital culture.
E) maintain discussions with their friends via Twitter and Facebook updates and comments.

Question 21

When you use Facebook to stay in touch with high school friends and to make new friends,you are responding to the ________ impulse.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 22

When you attempt to use social media to earn worldwide fame,you are responding to the ________ impulse.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 23

________ should aid local businesses who can use the technology to target specific people based on physical presence.

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

Question 24

The ________ impulse represents participation in social media as a way to do something good.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 25

When you keep checking for a response after replying to a message,you are responding to the ________ impulse.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 26

The ________ impulse represents the feeding one's own ego.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 27

When North Face markets their parkas to people who live in winter climates,________ segmentation is being used.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 28

When General Mills creates specialized campaigns for Latina moms,________ segmentation is being used.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 29

When you use social media to contribute a cash donation to the community,you are responding to the ________ impulse.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 30

________ segmentation refers to segmenting markets by region,country,market size,market density,or climate.

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

Question 31

The ________ impulse represents the natural drive to feel a sense of psychological closeness to others without delay.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 32

________ is the process of dividing a market into distinct groups that have common needs and characteristics.

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

Question 33

________ 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 34

________ 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 35

________ 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

Question 36

________ refers to the percentage of the target audience that can be accessed using a form of media.

A) Diffusion
B) Search
C) Impulse
D) Reach
E) Penetration

Question 37

In the United States,________ represent the group with the largest percentage of online users.

A) kids below the age of 12
B) teens and young adults aged 12-29
C) adults aged 30-49
D) adults aged 50-64
E) adults 65 and over

Question 38

The ________ impulse represents a curiosity about others and a want to feed this interest.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 39

The ________ 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 40

When you "follow" people on Twitter and visit their profiles,you are responding to the ________ impulse.

A) validation
B) altruistic
C) immediacy
D) prurient
E) affinity

Question 41

When a company markets to its "heavy users," ________ segmentation is being used.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 42

When companies market to consumers who want to have meaningful relationships with the brands they use frequently,________ segmentation is being used.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 43

When BMW identified segments such as "upper liberals" (socially conscious),"post moderns" (individualistic),"upper conservatives" (traditional thinkers),and "modern mainstream" (familyoriented),________ segmentation is being used.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 44

________ is/are based on how people use and interact with social media.

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

Question 45

________ 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 46

________ are 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.

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

Question 47

________ partner with websites in order to access information about their visitor traffic and then sell space on the websites to their advertisers.

A) Mobile newbies
B) Lifestream aggregators
C) Ad networks
D) Media movers
E) Drifting surfers

Question 48

The 80/20 rule is typically associated with ________ segmentation.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 49

To celebrate its 10th anniversary,Jet Blue promoted $10 fares on Facebook,targeting Facebook users who were fans or friends of JetBlue and those who had a vacation-related status message on their Walls.This is an example of ________.

A) public relations
B) a sales promotion
C) an advertisement
D) lifestream aggregation
E) personal selling

Question 50

________ segmentation refers to segmenting markets by advantages and rewards consumers seek from the products available in the market.

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

Question 51

________ is an initiative that seeks to motivate buyer behavior during a limited period of time by offering a discount or prize.

A) Public relations
B) A sales promotion
C) An advertisement
D) Lifestream aggregation
E) Personal selling

Question 52

When companies market to consumers who seek help from brands to manage their lives,________ segmentation is being used.

A) geographic
B) demographic
C) psychographic
D) benefit
E) behavioral

Question 53

"Collectors:"

A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Question 54

"Conversationalists:"

A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Question 55

GEICO Glovebox app,an example of a ________,enables customers to view their insurance card with their phone,pay their insurance bill,report accident information,find instructions for what to do in roadside crisis situations,and call for taxis and rental car reservations.

A) search engine
B) digital collaborator
C) mobile newbie
D) lifestream aggregator
E) brand butler

Question 56

________ segmentation refers to segmenting markets by personality,motives,lifestyles,and attitudes and opinions.

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

Question 57

"Creators" create ________.

A) content
B) social media sites
C) sales promotions
D) RSS feeds
E) permission emails

Question 58

"Joiners:"

A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Question 59

"Critics:"

A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Question 60

Mobile apps provided by brands to help consumers take care of their lives' requirements more efficiently are called ________.

A) search engines
B) digital collaborators
C) mobile newbies
D) lifestream aggregators
E) brand butlers

Question 61

We cannot experience contact comfort simply from a social media site alone.

Question 62

"Ambivalent networkers:"

A) have the most gadgets of any group and use them to work, play, create, and share by visiting social networks with their mobile devices.
B) use mobile devices to visit social networks and for texting, but they also feel like people need breaks from so much connectivity.
C) create content such as photos and share them on social networks using their mobile devices.
D) want to be connected but primarily for work.
E) are more focused on old media than new.

Question 63

"Mobile newbies:"

A) have the most gadgets of any group and use them to work, play, create, and share by visiting social networks with their mobile devices.
B) use mobile devices to visit social networks and for texting, but they also feel like people need breaks from so much connectivity.
C) create content such as photos and share them on social networks using their mobile devices.
D) want to be connected but primarily for work.
E) are more focused on old media than new.

Question 64

"Digital collaborators:"

A) have the most gadgets of any group and use them to work, play, create, and share by visiting social networks with their mobile devices.
B) use mobile devices to visit social networks and for texting, but they also feel like people need breaks from so much connectivity.
C) create content such as photos and share them on social networks using their mobile devices.
D) want to be connected but primarily for work.
E) are more focused on old media than new.

Question 65

It is the prurient impulse that led nearly 5 million Twitter users to follow Ashton Kutcher's daily tweets.

Question 66

Handle-squatting refers to the use of a digital brand name by someone who has an actual claim to that brand name.

Question 67

"Spectators:"

A) maintain discussions with their friends via Twitter and Facebook updates and comments.
B) are reactors to content.
C) tend to be efficient and organized users of social content.
D) maintain a profile on one or more social networking sites and who visit those sites on a regular basis.
E) consume the content of others, while they keep their own identities at a distance.

Question 68

Flavors.Me,a service that pulls user content from other sites including Facebook,Twitter,and Blogger,is considered a lifestream aggregator.

Question 69

"Media movers:"

A) have the most gadgets of any group and use them to work, play, create, and share by visiting social networks with their mobile devices.
B) use mobile devices to visit social networks and for texting, but they also feel like people need breaks from so much connectivity.
C) create content such as photos and share them on social networks using their mobile devices.
D) want to be connected but primarily for work.
E) are more focused on old media than new.

Question 70

The ________ group do not use the Internet and do not have mobile phones.

A) desktop veterans
B) drifting surfers
C) information encumbered
D) tech indifferent
E) off the network

Question 71

Syndicators of content that send content directly to subscribers are known as ________.

A) lifestream aggregators
B) roving nodes
C) search engines
D) RSS feeds
E) media movers

Question 72

If Facebook were a country,its population would make it the largest in the world.

Question 73

The ________ group suffers from information overload.

A) desktop veterans
B) drifting surfers
C) information encumbered
D) tech indifferent
E) off the network

Question 74

Successive innovative products are typically simple.

Question 75

When you visit your friend's Facebook profile and learn that she's a fan of Juicy Couture,this information is one aspect of her social footprint.

Question 76

Kodak wanting consumers to see how easy it is to share digital images with its new camera is an example of highlighting the simplicity of an innovative product.

Question 77

"Roving nodes:"

A) have the most gadgets of any group and use them to work, play, create, and share by visiting social networks with their mobile devices.
B) use mobile devices to visit social networks and for texting, but they also feel like people need breaks from so much connectivity.
C) create content such as photos and share them on social networks using their mobile devices.
D) want to be connected but primarily for work.
E) are more focused on old media than new.

Question 78

The need for contact immediacy is a key factor in creating social media addiction.

Question 79

Asia has the highest Internet penetration rate,with North America having the lowest.

Question 80

________ spend time on the Internet but still avoid social communities.

A) Spectators
B) Inactives
C) Lurkers
D) Conversationalists
E) Collectors