Question 1

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

Accepted Answer

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

Question 2

Reflect on how you feel about permission marketing.Describe what this is and if you are more or less persuaded by such a marketing strategy.

Accepted Answer

Internet users spend much of their time

Question 3

Consumers perceive ________ as the most essential of all media.

Accepted Answer

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

Question 4

"Media movers:"

Accepted Answer

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. 
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 5

Compare and contrast digital natives and digital immigrants in terms of the advantages and limitations each group enjoys over the other.

Accepted Answer

Digital natives had been raised in the c

Question 6

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

Accepted Answer

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

Question 7

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.

Accepted Answer

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

Question 8

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

Accepted Answer

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." 
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 9

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

Accepted Answer

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. 
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 10

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

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

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

Question 12

Which of the following pairs makes up your digital identity?

Accepted Answer

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 
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 13

The term digital mobility refers to a communication device's ability to access social media sites "on-the-go."

Accepted Answer

A) True 
 B)False

Question 14

"Spectators:"

Accepted Answer

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. 
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 15

Bill uses many hashtags on his Twitter account.This makes Bill an "attention seeker" user.

Accepted Answer

A) True 
 B)False

Question 16

Your username in social communities is a:

Accepted Answer

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

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:

Accepted Answer

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

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

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

Question 20

Privacy salience is a term that is associated with people's concerns about companies intruding into their personal lives.

Accepted Answer

A) True 
 B)False

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

Reflect on how you feel about permission marketing.Describe what this is and if you are more or less persuaded by such a marketing strategy.

Consumers perceive ________ as the most essential of all media.

"Media movers:"

Compare and contrast digital natives and digital immigrants in terms of the advantages and limitations each group enjoys over the other.

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

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.

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

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

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

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

Which of the following pairs makes up your digital identity?

The term digital mobility refers to a communication device's ability to access social media sites "on-the-go."

"Spectators:"

Bill uses many hashtags on his Twitter account.This makes Bill an "attention seeker" user.

Your username in social communities is a:

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

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

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

Privacy salience is a term that is associated with people's concerns about companies intruding into their personal lives.

The Horizontal Revolution

Strategic Planning With Social Media

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 3: Social Consumers

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

Reflect on how you feel about permission marketing.Describe what this is and if you are more or less persuaded by such a marketing strategy.

Consumers perceive ________ as the most essential of all media.

"Media movers:"

Compare and contrast digital natives and digital immigrants in terms of the advantages and limitations each group enjoys over the other.

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

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.

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

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

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

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

Which of the following pairs makes up your digital identity?

The term digital mobility refers to a communication device's ability to access social media sites "on-the-go."

"Spectators:"

Bill uses many hashtags on his Twitter account.This makes Bill an "attention seeker" user.

Your username in social communities is a:

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

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

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

Privacy salience is a term that is associated with people's concerns about companies intruding into their personal lives.

The Horizontal Revolution

Strategic Planning With Social Media

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters