Chapter 11: 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

Learning Objective: 11-1: Define audience segmentation and explain why it is important for social media professionals.

Cognitive Domain: Knowledge

Answer Location: What Is Audience Segmentation?

Difficulty Level: Easy

2. One benefit of understanding your audience is that it helps you to more effective in your ______.

A. paid advertisements

B. attitudes

C. time

D. goals

Learning Objective: 11-1: Define audience segmentation and explain why it is important for social media professionals.

Cognitive Domain: Comprehension

Answer Location: What Is Audience Segmentation?

Difficulty Level: Medium

3. Social media professionals need to have a(n) ______ 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

Learning Objective: 11-1: Define audience segmentation and explain why it is important for social media professionals.

Cognitive Domain: Comprehension

Answer Location: What Is Audience Segmentation?

Difficulty Level: Medium

4. What are psychographics?

A. type of users

B. basic population statistics

C. paid advertisements

D. statistics that focus on the attitudes and opinions of audience members

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Comprehension

Answer Location: What Is Audience Segmentation?

Difficulty Level: Medium

5. Elaine has an interest in esports and wants to create a place where her friends can join in 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.

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Comprehension

Answer Location: Communities, Influencers, and Creators

Difficulty Level: Medium

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

A. exclusivity

B. tone

C. consistency

D. influence

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Comprehension

Answer Location: Communities, Influencers, and Creators

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Communities, Influencers, and Creators

Difficulty Level: Medium

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

A. influencer

B. ambassador

C. advocate

D. strategist

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Influencers

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Identifying False Influencers

Difficulty Level: Medium

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.

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Application

Answer Location: Audience Segmentation Tools to Find Influencers

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Trolls or Haters

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Audience Segmentation Tools to Find Influencers

Difficulty Level: Medium

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.

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Influencers

Difficulty Level: Medium

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

A. Influencers

B. Micro-influencers

C. Creators

D. Advocates

Learning Objective: 11-4: Learn how to apply audience segmentation to campaign building.

Cognitive Domain: Comprehension

Answer Location: Applying Audience Segmentation Into Campaigns

Difficulty Level: Medium

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?

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Identifying False Influencers

Difficulty Level: Medium

True/False

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.

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Knowledge

Answer Location: Types of Audiences

Difficulty Level: Easy

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Influencers

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Comprehension

Answer Location: Identifying False Influencers

Difficulty Level: Medium

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

Learning Objective: 11-4: Learn how to apply audience segmentation to campaign building.

Cognitive Domain: Comprehension

Answer Location: Applying Audience Segmentation Into Campaigns

Difficulty Level: Medium

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

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Comprehension

Answer Location: What Is Audience Segmentation?

Difficulty Level: Medium

Short Answer

1. Discuss the importance of understanding a key audience member

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Analysis

Answer Location: Types of Audiences

Difficulty Level: Medium

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

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Analysis

Answer Location: What Is Audience Segmentation?

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Analysis

Answer Location: Influencers

Difficulty Level: Medium

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

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Analysis

Answer Location: Identifying False Influencers

Difficulty Level: Medium

5. What are three characteristics of a troll?

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Analysis

Answer Location: Trolls or Haters

Difficulty Level: Medium

Essay

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.

A. understand their core demographics and psychographics

B. be aware of their previous campaigns and brands they work with

C. payment options and audience overview (is it similar to your key audience?)

D. success rate and deliverables

E. creative two-way partnerships

Learning Objective: 11-2: Identify audience segmentation categories and how to apply them in a social media context.

Cognitive Domain: Application

Answer Location: What Is Audience Segmentation?

Difficulty Level: Hard

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?

A. not to hire influencer due to being a fake influencer

B. goes against the brand image and campaign--could mislead the other audiences and send the wrong message about trust and authenticity for the brand

C. risks and challenges could arise

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Application

Answer Location: Identifying False Influencers

Difficulty Level: Medium

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.

A. provide exclusivity

B. consistency

C. ability to share their experiences with others

D. other examples: Hootsuite, Yelp, Maker’s Mark

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Application

Answer Location: Ambassadors

Difficulty Level: Medium

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.

A. microinfluencers

B. rationale for microinfluencers

C. key characteristics and benefits of microinfluencers

Learning Objective: 11-4: Learn how to apply audience segmentation to campaign building.

Cognitive Domain: Application

Answer Location: Applying Audience Segmentation Into Campaigns

Difficulty Level: Hard

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.

A. creators are about having creative liberty over the content they are able to generate for a brand. This is a partnership with the brand and they are able to co-create a piece of content, whether that is a video or actually campaign.

B. there is a negative view of influencers (thanks to fake influencers), so creators are perceived with a more positive light.

C. shonduras is one example of a creator who works with brands on a variety of projects.

D. creators are best for collaborative storytelling projects where they are able to showcase their voice and perspective with the brand--and this has to be aligned together for it to work.

Learning Objective: 11-3: Explain the differences between influencers, ambassadors, creators, and trolls/haters.

Cognitive Domain: Analysis

Answer Location: Communities, Influencers, and Creators

Difficulty Level: Medium