Why your next marketing campaign may fall flat. Take this quiz!

Some of your favorite marketing campaigns may not sell a single product. Consider this: How often do you see ads that are funny and creative, but you have no idea what product they are selling? The ads don’t meet the advertiser’s basic needs and don’t get their points across. They don’t reach the target audience, the message isn’t clear, and they don’t tell the consumer why they should buy the product. But wow, they sure are neat to look at.

Most marketers jump right to the cool, fun stuff without having an underlying foundation of marketing basics.

You absolutely need creativity, but not before the fundamentals. Knowing the basics, beginning with marketing terms, creates the foundation and framework for the creativity. Media Relations Agency understands the basics and practices them daily in a way that other agencies don’t. We use them to create a universal language that all of our employees understand, so they can actually communicate with each other. They are the starting point for all of our strategy. If you start off with cool as your foundation, you can miss the mark.

Many people who work in marketing the graphic designers, writers, advertising experts, digital technicians, even the marketing managers don’t know basic marketing terms. Ask them to define the word “brand”. They probably can’t do it. How about product life cycle? Or innovation adopter curve? If you don’t understand basic marketing concepts, are you really a professional marketer?

Try this quick quiz and see how well you know your marketing terms:

1. List the the categories of the innovation adopter curve:

1____________ 2____________ 3____________ 4____________ 5____________

2. Define a unique selling proposition. ______________________________________

3. What are the five promotional mix channels?

1____________ 2____________ 3____________ 4____________ 5____________

4. If you have a display of energy drinks with a minibike perched on top, what promotional strategy is being used?    

a. Market segmentation  b. The push strategy  c. The power strategy  d. Immediate purchase

5. Name four market segmentation strategies.

1____________ 2____________ 3____________ 4____________





Quiz Answers:

  1. Innovators, Early adopters, Early majority, Late majority, Laggards
  2. A claim your product can make that none of your competitors can.
  3. Media coverage, website, social media, advertising, personal selling
  4. Push marketing strategy
  5. Undifferentiated, Concentrated, Multi-segmented, Micro-segmented

Written by Lonny Kocina

Lonny is a visionary who is passionate about marketing. He believes that to be a truly great agency, our professional advice and deliverables must be based on a solid marketing foundation. He has made it his mission to ensure that everyone on our team knows and understands the basic marketing concepts and the SAM 6 process. Lonny pioneered the concept of our nationally trademarked Pay Per Interview Publicity® business model which enables clients to purchase publicity by the story. “It’s a familiar concept. If you pay for a pizza, you get a pizza; if pay for a car, you get a car; and with us, if you pay for media coverage, you get media coverage,” he explains. “Clients come to us because they are tired of paying hourly retainers and getting little tangible return.” When the Internet was in its infancy, Lonny also had the business foresight to quickly reserve portal web addresses such as publicity, media relations and checkerboard, and advised clients to do the same. Nearly 30 years since launching this agency, Lonny’s still finds great joy thinking about, talking about and writing about product promotion. He thrives on expanding our ability to help clients tell their stories to the masses.

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