BUYER'S PERSONA
DIGITAL CONSUMER JOURNEY MAP
DIGITAL ADVERTISING
IN GENERAL
1

These are buyers that we want to avoid but also want to convince with our advertising content.

Negative buyers.

Negative buyer is WRONG (the prompt is in the plural) 

1

Digital consumers have short attention span, that is why we should capture and lock their attention immediately. True or False.

True. 

1

It is a fictional profile that represents the personality of our ideal customer/consumers.

Persona

2

These are hard facts or information about age, gender, education, and other general information  

Demographics

OR Socio-demographics

2

These are places or spots or moments where the customers interact with the brand while researching, learning and entertaining themselves.

Touchpoints

(one word)

2

These are the challenges that consumers face in everyday life. As advertisers, we offer solutions to these problems or what we call as __________.

Pain points

(plural form is the only accepted answer)

3

Identifying and creating buyer's persona is essentially the same with identifying and creating this one word

Niche

3

Word of mouth, physical store, open house, product sampling or tasting are example of non-Internet dependent journey point. They are also known as ...

Physical touchpoints

3

CRM is important in advertising as it prioritizes the connection between seller, buyer, and advertiser. What is CRM?

Customer Relationship Management

Customer Relation/s Management

Client Relations Management

4

This component of buyer's persona lists down Internet-based activities and preferences of potential customers

Online Behavior

Online Activities

Online Persona

4

Complete this statement. Digital Customer Journey (DCJ) map coaches us to ensure that our buyers _______ to hard conversion. There are three acceptable answers  

3 acceptable answers:

stay on the path

remain on the path 

move 

4

Client wants to target college students living in Porac and Bacolor, Pampanga who are optimistic of finishing college and getting a job immediately after graduation. Client is implying that your buyer persona should have these two segments:

Geographics

Psychographics 

5

The AIPRA in Digital Consumer Journey map stands for ...

Awareness Interest Purchase Retention Advocacy

(one point for every correct answer)

(not in particular order)  

5

In the last point of the AIPRA sequence, name at least two verbs/actions that buyers can do after satisfactorily consuming a product or service

Any two of the following: review, share, engage recommend, testify, witness, represent  

5

When you visit a store and pose as a different person to gather information, you are doing this ______.

Mystery shopping 


M
e
n
u