Deck 3: Identifying Target Audiences

Question 1

The Persona Development Cycle DOES NOT include:

A) l isting the needs of all personas.
B) i dentifying 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 1

D

Question 2

What is a target audience?

Answer 2

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.

Question 3

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 3

C

Question 4

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.

Question 5

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.

Question 6

On Facebook, most brand posts are made:

A) o n 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.

Question 7

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

A) Inactives
B) Spectators
C) Joiners
D) Critics
E) Collectors

Question 8

When developing personas it is important to identify all relevant personas by role.

Question 9

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.

Question 10

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.

Question 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

Question 12

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.

Question 13

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

Question 14

LinkedIn forbids self-promotion on its platform. 

Question 15

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.

Question 16

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

Question 17

"Big data" provides opportunities to perform behavioral targeting.

Question 18

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.

Question 19

Regarding SMM, which of the following is correct?

A) "M ore 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.

Question 20

Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.