Chapter 03

Chapter 3—Identifying Target Audiences TRUE/FALSE 1. When developing personas it is important to identify constraints right away, as those are a sign to avoid a particular persona. ANS: F REF: 46 TOP: Identifying Target Audiences 2. Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided. ANS: T REF: 47 TOP: The Persona Development Cycle 3. A skilled social media marketer can adapt messages to created specific messages to reach secondary (and even tertiary) optimal target audiences. ANS: T REF: 48 TOP: Determining the Optimal Target Audience 4. Targeting a wider section of a target audience means a company can reach more people. ANS: F REF: 50 TOP: Developing Specificity within Personas 5. The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it. ANS: T REF: 54 TOP: Social Technographics Ladder 6. 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. ANS: T REF: 58 TOP: What Does the Target Audience Talk About? MULTIPLE CHOICE 1. 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. ANS: C REF: 50

TOP: Developing Specificity within Personas 2. A persona can be defined as 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. ANS: C REF: 46 TOP: Identifying Target Audiences 3. 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 ANS: D REF: 47 TOP: The Persona Development Cycle 4. 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. ANS: B REF: 54 TOP: Social Technographics Ladder 5. 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 ANS: A REF: 54 TOP: Social Technographics Ladder 6. At what point does a brand stop developing personas? 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 Ladder ANS: B REF: 51 TOP: Developing Specificity within Personas

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. ANS: B REF: 55 TOP: Case Study: Colgate-Palmolive SHORT ANSWER 1. What is a target audience? ANS: 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. REF: 45 TOP: Identifying Target Audiences 2. The text describes the Persona Development Cycle as having what three elements? ANS: - Identify persona roles (including buyer persona) - Identify the needs and situational triggers for each persona - Develop messaging objectives REF: 47 TOP: Persona Development Cycle