Circle one:
T F 1. The focus group is a respectable research method for collecting input to guide product or marketing decisions.
T F 2. A good way to grab attention in advertising is through alphabetic acrobatics.
T F 3. In 2000 the definition of marketing changed.
T F 4. Couponing is a helpful gimmick for increasing sales.
T F 5. The four components of marketing are: Product, Place, Price and Promotion.
Answers:
1 - False. Since a typical focus group has eight to 10 members and normally four groups are polled on a given topic, the total sample is 32 to 40 people. It is too small to offer stable results, and it is not representative of any particular segment. Dominant voices can affect the group, and the moderator's ability can temper the responses. Focus groups can be helpful to explore a topic, get some suggestions or provoke opinions, or they can be used to pick up the language of consumer behavior.
- from The Marketing Revolution by Kevin Clancy and Robert Shulman
2 - True. Alphabetic Acrobatics, that is, "playing on words" --is! Other techniques of "stopping power" include:
- Open minded narrative (picture or thought) in which the resolution is not presented
- Ironic twists on ordinary behavior
- Incongruity of visual elements and/or words by unusual juxtaposition of elements
- Exaggeration
- Simplification
- Shocking visual or headline
- Participation visuals (tests, games)
- from The Young and Rubicam Traveling Creative Workshop
3 - False. It was in 2004 that the American Marketing Association issued a new definition of marketing... "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Not all marketers like this definition, but –simply put– it underscores that “Marketing is everyone’s job.”
4 - False. There is no evidence that couponing increases sales in the long run. Any sort of discounting tends to educate customers to buy only when they can get a deal. A "sale" says to your prospect that your regular prices are too high. Like so many other areas of life (spending money, taking drugs, having sex) the long-term effects of your actions are often the opposite of the the short-term effects. Why is it so hard to comprehend that marketing effects take place over an extended period of time?
- from The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
5 - Traditionally True, but one marketing maven says its four components are: Advertising, Promotion, Publicity, and Contesting. He defines advertising as the purchase of exposure in mass media, promotion as an event requiring attendance or some form of participation by those invited, publicity as free media coverage, and contesting as a promotion that creates excitement for your entire marketing program. Everyone wants to get something for nothing, so contests are a fabulous lure.
- from Creating Demand by Richard Ott