Chapter 8: Audience segmentation and analysis

Test Bank

Multiple Choice

1. ______ is the process of categorizing people into certain groups based on certain criteria.

A. Creator analysis

B. Influencer marketing

C. Audience segmentation

D. Consumer behavior analysis

2. Why is it important to be effective in understanding your audiences?

A. You can be more effective in your paid advertisements.

B. You can have a clear idea of who you are reaching.

C. You have an understanding of the different touch points an audience member has with the brand.

D. all of these

3. Social media professionals need to have a ______ approach that allows them to have a seamless integration of content, experiences, and messages for the user.

A. dual channel

B. omni channel

C. hyper channel

D. strategic channel

4. What is NOT an example of a type of segmentation?

A. type of user

B. platform specifics

C. psychographics

D. brand demographics

5. Elaine has an interest for esports, and wants to create a place where her friends can join on and have conversations about this similar interest. She sets up a Facebook Group and invites others to join her. What did Elaine create?

A. She created an influencer network to engage with brands.

B. She created a community.

C. She created an online discussion board forum just to talk about esports.

D. She created a creator group for the members to share videos only.

6. There are certain aspects that are expected by communities, all EXCEPT ______.

A. exclusivity

B. tone

C. consistency

D. influence

7. An ______ focuses on persuading audiences to take action, whereas a ______ focuses on content that resonates with audiences they made.

A. influencer; creator

B. creator; influencer

C. advocate; ambassador

D. ambassador; advocate

8. Filmmaker and YouTuber Casey Neistat is an example of a ______.

A. influencer

B. ambassador

C. advocate

D. strategist

9. The unfollow/follow technique is used as a strategy to grow audience bases on social media platforms by ______.

A. influencers

B. advocates

C. fake influencers

D. ambassadors

10. Carolyn, who is an avid social media professional down in Los Angeles, has been approached by Hootsuite to promote the work they are doing in her network. Hootsuite has chosen her since she has been loyal and engages a lot with their community about their products. What will Carolyn be a part of with Hootsuite?

A. She will be part of the company.

B. She will be part of their ambassador program.

C. She will be part of their marketing team.

D. She will be part of their advocacy program.

11. A group of people who are not a fan of the brand and voice their negative options are called ______.

A. trolls/haters

B. advocates

C. ambassadors

D. lurkers

12. What are the responsibilities of an ambassador?

A. paid endorsements

B. control of their creativity and execution of content

C. control over the participation and two-way involvement of the creation of content

D. views their engagement with brands to be a spectator sport

13. Lilly Singh has a popular YouTube channel and discloses any partnerships she has with brands and clients that are featured in her videos. She is able to create these endorsements due to her large audience. What is Lilly?

A. She is an influencer.

B. She is a creator.

C. She is an advocate.

D. She is an ambassador.

14. ______ have a specific focus, community, and purpose that resonates with their audience.

A. Influencer

B. Micro-influencer

C. Creator

D. Advocate

15. Dennis Yu discusses key questions to determine the impact of an influencer. Which point resonates the most regarding influencers?

A. Do they actually take the time to create their own content?

B. Do they have the best tools possible to create content?

C. Do they have an entourage following them to capture everything they are doing?

D. Do they publish their knowledge openly rather than just getting paid for their endorsements?

1. Primary audiences are the audience you want to reach based on listening and monitoring on social media that could become important for the brand.

2. A creator, which is compared to a celebrity endorser, are more relatable and viewed as a trustworthy source of information.

3. False influencers are not that impactful in the social media industry. They do not do harm to brands and other influencers.

4. Micro-influencers are not as effective as influencers because they do not have a large audience.

5. Demographics focus on the attitudes, behaviors, and interests of the key audience.

1. Discuss the importance of understanding a key audience member

2. Outline the four areas that we need to be aware of when it comes to our audience.

3. What is the difference between an influencer and an ambassador?

4. What are two ways to identify a fake influencer?

5. What are three characteristics of a troll?

1. You have been asked to create an influencer campaign for La Croix, and have to identify three influencers. Outline the steps you will be taking to identify the influencers based on the audience segment strategies discussed, and your rationale for why you will be choosing certain influencers.

2. You are helping your boss review potential influencers who want to be part of the new Oreo campaign. You noticed one influencer has been known for buying followers. Your boss likes this particular influencer, but wants your opinion. Based on your understanding of influencer marketing, what would be your recommendation?

3. KFC wants to create a new ambassador program for Generation Z audience members with their new spicy chicken and lemonade drink. Outline the steps you will want to take in order to execute this program on the right foot. Discuss at least one example of a good ambassador program to follow and recommend to KFC.

4. You are working for a local bakery and your boss is looking to generate some interest, particularly with community residents that are on Instagram and love food. Provide your recommendation on who you all should target and why.

5. What are some of the pros and cons to using creators compared to influencers? What are the main differences and similarities between the two? Provide your rationale with examples and situations where creators may be more impactful than influencers.