Question 1

It is the prurient impulse that led nearly 5 million Twitter users to follow Ashton Kutcher's daily tweets.

Accepted Answer

A) True 
 B)False

Question 2

All of the following are a type of ad listed in the chapter that would appear on a website EXCEPT:

Accepted Answer

A)  display ad. 
B)  banner ad. 
C)  rich media ad. 
D)  text ad. 
E)  print ad. 
A)  display ad. 
B)  banner ad. 
C)  rich media ad. 
D)  text ad. 
E)  print ad.

Question 3

"Roving nodes:"

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 4

________ segmentation refers to segmenting markets by region,country,market size,market density,or climate.

Accepted Answer

A)  Geographic 
B)  Demographic 
C)  Psychographic 
D)  Benefit 
E)  Behavioral 
A)  Geographic 
B)  Demographic 
C)  Psychographic 
D)  Benefit 
E)  Behavioral

Question 5

"Digital collaborators:"

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 6

________ refers to the percentage of the target audience that can be accessed using a form of media.

Accepted Answer

A)  Diffusion 
B)  Search 
C)  Impulse 
D)  Reach 
E)  Penetration 
A)  Diffusion 
B)  Search 
C)  Impulse 
D)  Reach 
E)  Penetration

Question 7

Demographic segmentation approaches slice up the market based on personality,motives,lifestyles,and attitudes and opinions.

Accepted Answer

A) True 
 B)False

Question 8

"Knowledge seekers" are more visible in communities like LinkedIn.

Accepted Answer

A) True 
 B)False

Question 9

The way we represent ourselves via text,images,sounds,and video to others who access the Web is our:

Accepted Answer

A)  digital identity. 
B)  lifestream. 
C)  social footprint. 
D)  digital brand name. 
E)  digital primacy. 
A)  digital identity. 
B)  lifestream. 
C)  social footprint. 
D)  digital brand name. 
E)  digital primacy.

Question 10

Kodak wanting consumers to see how easy it is to share digital images with its new camera is an example of highlighting the simplicity of an innovative product.

Accepted Answer

A) True 
 B)False

Question 11

In the United States,________ represent the group with the largest percentage of online users.

Accepted Answer

A)  kids below the age of 12 
B)  teens and young adults aged 12-29 
C)  adults aged 30-49 
D)  adults aged 50-64 
E)  adults 65 and over 
A)  kids below the age of 12 
B)  teens and young adults aged 12-29 
C)  adults aged 30-49 
D)  adults aged 50-64 
E)  adults 65 and over

Question 12

To celebrate its 10th anniversary,Jet Blue promoted $10 fares on Facebook,targeting Facebook users who were fans or friends of JetBlue and those who had a vacation-related status message on their Walls.This is an example of ________.

Accepted Answer

A)  public relations 
B)  a sales promotion 
C)  an advertisement 
D)  lifestream aggregation 
E)  personal selling 
A)  public relations 
B)  a sales promotion 
C)  an advertisement 
D)  lifestream aggregation 
E)  personal selling

Question 13

The ________ impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups.

Accepted Answer

A)  validation 
B)  altruistic 
C)  immediacy 
D)  prurient 
E)  affinity 
A)  validation 
B)  altruistic 
C)  immediacy 
D)  prurient 
E)  affinity

Question 14

________ is/are based on how people use and interact with social media.

Accepted Answer

A)  Digital mobility 
B)  Diffusion of innovations 
C)  Social technographics 
D)  Contact immediacy 
E)  Demographics 
A)  Digital mobility 
B)  Diffusion of innovations 
C)  Social technographics 
D)  Contact immediacy 
E)  Demographics

Question 15

When you use Facebook to stay in touch with high school friends and to make new friends,you are responding to the ________ impulse.

Accepted Answer

A)  validation 
B)  altruistic 
C)  immediacy 
D)  prurient 
E)  affinity 
A)  validation 
B)  altruistic 
C)  immediacy 
D)  prurient 
E)  affinity

Question 16

When you attempt to use social media to earn worldwide fame,you are responding to the ________ impulse.

Accepted Answer

A)  validation 
B)  altruistic 
C)  immediacy 
D)  prurient 
E)  affinity 
A)  validation 
B)  altruistic 
C)  immediacy 
D)  prurient 
E)  affinity

Question 17

When North Face markets their parkas to people who live in winter climates,________ 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 18

"Mobile newbies:"

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 19

If Facebook were a country,its population would make it the largest in the world.

Accepted Answer

A) True 
 B)False

Question 20

________ is the process of dividing a market into distinct groups that have common needs and characteristics.

Accepted Answer

A)  Behavioral targeting 
B)  Market segmentation 
C)  Lifestream aggregation 
D)  Social media addiction 
E)  Handle squatting 
A)  Behavioral targeting 
B)  Market segmentation 
C)  Lifestream aggregation 
D)  Social media addiction 
E)  Handle squatting

It is the prurient impulse that led nearly 5 million Twitter users to follow Ashton Kutcher's daily tweets.

All of the following are a type of ad listed in the chapter that would appear on a website EXCEPT:

"Roving nodes:"

________ segmentation refers to segmenting markets by region,country,market size,market density,or climate.

"Digital collaborators:"

________ refers to the percentage of the target audience that can be accessed using a form of media.

Demographic segmentation approaches slice up the market based on personality,motives,lifestyles,and attitudes and opinions.

"Knowledge seekers" are more visible in communities like LinkedIn.

The way we represent ourselves via text,images,sounds,and video to others who access the Web is our:

Kodak wanting consumers to see how easy it is to share digital images with its new camera is an example of highlighting the simplicity of an innovative product.

In the United States,________ represent the group with the largest percentage of online users.

To celebrate its 10th anniversary,Jet Blue promoted $10 fares on Facebook,targeting Facebook users who were fans or friends of JetBlue and those who had a vacation-related status message on their Walls.This is an example of ________.

The ________ impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups.

________ is/are based on how people use and interact with social media.

When you use Facebook to stay in touch with high school friends and to make new friends,you are responding to the ________ impulse.

When you attempt to use social media to earn worldwide fame,you are responding to the ________ impulse.

When North Face markets their parkas to people who live in winter climates,________ segmentation is being used.

"Mobile newbies:"

If Facebook were a country,its population would make it the largest in the world.

________ is the process of dividing a market into distinct groups that have common needs and characteristics.

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

It is the prurient impulse that led nearly 5 million Twitter users to follow Ashton Kutcher's daily tweets.

All of the following are a type of ad listed in the chapter that would appear on a website EXCEPT:

"Roving nodes:"

________ segmentation refers to segmenting markets by region,country,market size,market density,or climate.

"Digital collaborators:"

________ refers to the percentage of the target audience that can be accessed using a form of media.

Demographic segmentation approaches slice up the market based on personality,motives,lifestyles,and attitudes and opinions.

"Knowledge seekers" are more visible in communities like LinkedIn.

The way we represent ourselves via text,images,sounds,and video to others who access the Web is our:

Kodak wanting consumers to see how easy it is to share digital images with its new camera is an example of highlighting the simplicity of an innovative product.

In the United States,________ represent the group with the largest percentage of online users.

To celebrate its 10th anniversary,Jet Blue promoted $10 fares on Facebook,targeting Facebook users who were fans or friends of JetBlue and those who had a vacation-related status message on their Walls.This is an example of ________.

The ________ impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups.

________ is/are based on how people use and interact with social media.

When you use Facebook to stay in touch with high school friends and to make new friends,you are responding to the ________ impulse.

When you attempt to use social media to earn worldwide fame,you are responding to the ________ impulse.

When North Face markets their parkas to people who live in winter climates,________ segmentation is being used.

"Mobile newbies:"

If Facebook were a country,its population would make it the largest in the world.

________ is the process of dividing a market into distinct groups that have common needs and characteristics.

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