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AtricleZine - What is Your Marketing IQ?
Confusion simply means a mental state characterized by a lack of clear and orderly thought and behavior. Under confusion, you feel the difficulty to pay attention and you suffer a lack of ability to think and act correctly and make decisions. But your career is no pushover matter that you can leave to destiny.Consequences Of Confusion Over Career MattersTo many in their late teens and for those in the age of 25 to 34 years, career options begin to look like a jigsaw puzzle, but of course for different reasons. If the confusion is not resolved in time and appropriately, teenagers and fresh grads will end up in the wrong jobs for their apti
7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).
8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.
9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).
10.c;never ever forget, marketing has one purpose... to generate profits!
Analysis
10 Congratulations! You are Brilliant!
8-9 Excellent! You understand marketing exceptionally well.
5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will mak
A business development plan is an essential tool for all prudent entrepreneurs if they wish to remain in business. Just wishing for one, will not get you anywhere. You need to know how it works in order to draft one for your enterprise. A complete business development plan serves three basic purposes: communication, management, and planning.It communicates the group’s financial strategy and company policy to all outside funding bodies and sponsors. Frequently, it will act as the prospectus of the company to attract investment capital and/or get loans sanctioned. More than a mission statement, the business development plan is a comprehensive exp
1. What is the best competitive advantage that any business can promote?
a. quality
b. service
c. price
d. None of the above; they are all poor choices
2. What is the most important factor when identifying your market niche?
a. Who you are
b. Demographic data
c. Psycographic data
d. Past economic trends within the targeted niche
3. What are two of the six categories of totally integrated marketing?
a. Advertising and Direct Mail
b. Networking and Personal Marketing
c. Business Communications and Pricing
d. Customer Development and Promotions
4. Of the six marketing categories, how many should you be working at any one time?
a. one
b. two
c. four
d. six
5. How important is the “creative element” in advertising?
a. Most important - its what gets noticed!
b. Less than 10% of the impact of an ad is in its creativity
c. There are no studies done; we don’t know the answer so we have to guess
d. Of medium importance; about 50% of the impact of an ad is in its creative factor
. When implementing a direct mail campaign, what is most important?
a. Who you send it to (e.g., the list)
b. How many times you send it
c. The offer you make in your direct mail piece
d. None of the above - they are all equally important!
7. What is the most effective way to start a 1 or 2 person business?
a. advertising
b. networking
c. part-time
d. none of the above
8. What is history’s most effective direct mail piece and why?
a. Publisher’s Clearing House; it has a highly valuable give-away prize
b. Wall Street Journal; it talks about the two brothers who started the paper
c. Unknown; it cannot be measured because you can’t directly track advertising results
d. Time-Life Books direct mail campaign; it has both consistent reach and frequency
9. What two things make a good headline?
a. Large, offset letters and a powerful statement
b. White letters in a black box and a question
c. A powerful statement and a “yes” question
d. There are no guidelines, that’s why its difficult to craft a good headline
10. What is the primary purpose of marketing?
a. “Getting your company name out there”
b. Generating leads
c. Generating profits
d. Generating sales
Answers Score one point for each correct answer.
1.d;87% of all businesses promote quality, service, or price as their competitive advantage. Because they do, it is ineffective and you must select another aspect of your business to function as your competitive advantage.
2.a;in almost all cases “who you are” is the most important aspect of determining your market niche; for instance, if you are a CPA and your passionate hobby is riding motorcycles, you would be well advised to target businesses in the motorcycle industry (as opposed to doctors, daycare centers, or other options). Why? Because within the motorcycle industry, you have the asset of “instant rapport”; you “walk their walk, you can talk their talk”. (Of course you needn’t turn away other business; your marketing dollars are simply spent within your natural market niche).
3.d;customer Development and Promotions are two of the six totally integrated Brilliant Marketing categories.
4.d; six - if you had six horses and you wanted to get from Denver to San Diego, you wouldn’t put five horses in the back of the wagon, run one to death, and then put him away and run the next one to death; you’d put all six out in front, to synergistically get you where you are going (efficiently and expediently).
5.b; less than 10% of the impact of any ad is in its creativity (it may get noticed, but if it’s difficult to read, or if it doesn’t focus on the sell, then it doesn’t do you any good!)
6.a; although d would’ve made a good answer (they are all important), a is technically the correct answer. The list (who you send it to) accounts for up to 60% of the success of a direct mail campaign.
7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).
8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.
9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).
10.c;never ever forget, marketing has one purpose... to generate profits!
Analysis
10 Congratulations! You are Brilliant!
8-9 Excellent! You understand marketing exceptionally well.
5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will mak
Is your marketing going the way of the dinosaur asks one Marketing Consultant and Author of several marketing books and he brings up a really good point. Perhaps you are using all the old methods of marketing and textbook marketing techniques of days gone by. For instance consider all the dead marketing methods, which simply do not work and actually can hurt your business; Fax Marketing, Telemarketing and Flyering Cars.If you are still using these marketing techniques and not very careful how you do it, you are most likely breaking the law and causing hard to your business. If you are pissing potential new customers off you are not marketing you
a. Most important - its what gets noticed!
b. Less than 10% of the impact of an ad is in its creativity
c. There are no studies done; we don’t know the answer so we have to guess
d. Of medium importance; about 50% of the impact of an ad is in its creative factor
. When implementing a direct mail campaign, what is most important?
a. Who you send it to (e.g., the list)
b. How many times you send it
c. The offer you make in your direct mail piece
d. None of the above - they are all equally important!
7. What is the most effective way to start a 1 or 2 person business?
a. advertising
b. networking
c. part-time
d. none of the above
8. What is history’s most effective direct mail piece and why?
a. Publisher’s Clearing House; it has a highly valuable give-away prize
b. Wall Street Journal; it talks about the two brothers who started the paper
c. Unknown; it cannot be measured because you can’t directly track advertising results
d. Time-Life Books direct mail campaign; it has both consistent reach and frequency
9. What two things make a good headline?
a. Large, offset letters and a powerful statement
b. White letters in a black box and a question
c. A powerful statement and a “yes” question
d. There are no guidelines, that’s why its difficult to craft a good headline
10. What is the primary purpose of marketing?
a. “Getting your company name out there”
b. Generating leads
c. Generating profits
d. Generating sales
Answers Score one point for each correct answer.
1.d;87% of all businesses promote quality, service, or price as their competitive advantage. Because they do, it is ineffective and you must select another aspect of your business to function as your competitive advantage.
2.a;in almost all cases “who you are” is the most important aspect of determining your market niche; for instance, if you are a CPA and your passionate hobby is riding motorcycles, you would be well advised to target businesses in the motorcycle industry (as opposed to doctors, daycare centers, or other options). Why? Because within the motorcycle industry, you have the asset of “instant rapport”; you “walk their walk, you can talk their talk”. (Of course you needn’t turn away other business; your marketing dollars are simply spent within your natural market niche).
3.d;customer Development and Promotions are two of the six totally integrated Brilliant Marketing categories.
4.d; six - if you had six horses and you wanted to get from Denver to San Diego, you wouldn’t put five horses in the back of the wagon, run one to death, and then put him away and run the next one to death; you’d put all six out in front, to synergistically get you where you are going (efficiently and expediently).
5.b; less than 10% of the impact of any ad is in its creativity (it may get noticed, but if it’s difficult to read, or if it doesn’t focus on the sell, then it doesn’t do you any good!)
6.a; although d would’ve made a good answer (they are all important), a is technically the correct answer. The list (who you send it to) accounts for up to 60% of the success of a direct mail campaign.
7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).
8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.
9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).
10.c;never ever forget, marketing has one purpose... to generate profits!
Analysis
10 Congratulations! You are Brilliant!
8-9 Excellent! You understand marketing exceptionally well.
5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will mak
Many small business owners today act like lemmings following each other into a sea of choices when it comes to advertising only to drown in the murky waters of minimal return. Do you believe if the world's best artist painted a copy of the Mona Lisa that it would create a buzz? Not really....It would always be just another copy. So why do so many businesses (and agencies) fall into the same "copycat trap" with their traditional ad campaigns of newspaper-yellow page-radio spot-bottom line-end of story- strategies and then complain about the results?!Advertising by nature is the business of drawing public attention to goods and services performed
d. Time-Life Books direct mail campaign; it has both consistent reach and frequency
9. What two things make a good headline?
a. Large, offset letters and a powerful statement
b. White letters in a black box and a question
c. A powerful statement and a “yes” question
d. There are no guidelines, that’s why its difficult to craft a good headline
10. What is the primary purpose of marketing?
a. “Getting your company name out there”
b. Generating leads
c. Generating profits
d. Generating sales
Answers Score one point for each correct answer.
1.d;87% of all businesses promote quality, service, or price as their competitive advantage. Because they do, it is ineffective and you must select another aspect of your business to function as your competitive advantage.
2.a;in almost all cases “who you are” is the most important aspect of determining your market niche; for instance, if you are a CPA and your passionate hobby is riding motorcycles, you would be well advised to target businesses in the motorcycle industry (as opposed to doctors, daycare centers, or other options). Why? Because within the motorcycle industry, you have the asset of “instant rapport”; you “walk their walk, you can talk their talk”. (Of course you needn’t turn away other business; your marketing dollars are simply spent within your natural market niche).
3.d;customer Development and Promotions are two of the six totally integrated Brilliant Marketing categories.
4.d; six - if you had six horses and you wanted to get from Denver to San Diego, you wouldn’t put five horses in the back of the wagon, run one to death, and then put him away and run the next one to death; you’d put all six out in front, to synergistically get you where you are going (efficiently and expediently).
5.b; less than 10% of the impact of any ad is in its creativity (it may get noticed, but if it’s difficult to read, or if it doesn’t focus on the sell, then it doesn’t do you any good!)
6.a; although d would’ve made a good answer (they are all important), a is technically the correct answer. The list (who you send it to) accounts for up to 60% of the success of a direct mail campaign.
7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).
8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.
9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).
10.c;never ever forget, marketing has one purpose... to generate profits!
Analysis
10 Congratulations! You are Brilliant!
8-9 Excellent! You understand marketing exceptionally well.
5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will mak
Rookie mistakes. We are all guilty of them. Whether it's letting a client slide without a contract, entering a long-term agreement with a vendor we soon come to loathe, underpricing our products or services, or allowing someone to get too far behind on their invoice before we cut off the faucet...each mistake hurts. If we are lucky it only hurts our pride, but quite often we get burned - that is, we take a hit in the pocketbook, too. Something most small business owners cannot afford. The important thing is - what will you do now?ContractsYou neglected to get one of your clients to sign a contract. Oh, you
3.d;customer Development and Promotions are two of the six totally integrated Brilliant Marketing categories.
4.d; six - if you had six horses and you wanted to get from Denver to San Diego, you wouldn’t put five horses in the back of the wagon, run one to death, and then put him away and run the next one to death; you’d put all six out in front, to synergistically get you where you are going (efficiently and expediently).
5.b; less than 10% of the impact of any ad is in its creativity (it may get noticed, but if it’s difficult to read, or if it doesn’t focus on the sell, then it doesn’t do you any good!)
6.a; although d would’ve made a good answer (they are all important), a is technically the correct answer. The list (who you send it to) accounts for up to 60% of the success of a direct mail campaign.
7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).
8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.
9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).
10.c;never ever forget, marketing has one purpose... to generate profits!
Analysis
10 Congratulations! You are Brilliant!
8-9 Excellent! You understand marketing exceptionally well.
5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will mak
Every advertisement revolves round four key points. Knowledgeable copywriters of the past have distilled that four key points into four letters – A-I-D-A or the AIDA formula.A for AttentionAny advertisement has to create that attention. There are different techniques of attention grabbing. Billboards that have half-naked women attract attention, mostly to the skin than to the message of the advertisement.For classified ads, we use one bold headline or title to attract the attention of classified ad readers.Readers of classified ads are interested in your product. Otherwise they will not be looking at your ad. Thus you can qu
7.b;networking (and it makes perfect sense when you know that 87% of all business is based on repeat or referred transactions).
8.b;the Wall Street Journal created the most successful direct mail piece; it’s success is based on the element of rapport which it establishes when discussing the “two brothers”.
9.c;a strong headline is either a powerful statement (STOP THE PAIN) or a “yes” question (important for psychological buy-in).
10.c;never ever forget, marketing has one purpose... to generate profits!
Analysis
10 Congratulations! You are Brilliant!
8-9 Excellent! You understand marketing exceptionally well.
5-7 Good; but you will most certainly benefit from additional marketing knowledge; more than likely, you have fallen prey to common marketing myths. Learning the truth will make a huge difference in your marketing results.
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