Better Than Cosmo


Give yourself 20 points for each correct answer:

1. C. Eighty-five percent of teens would switch to retailers associated with a good cause, according to the 2000 "Cone/Roper Cause-Related Teen Survey." After the quality of the product, teens consider whether a company makes a donation to a cause (71 percent) and whether the company supports the cause (68 percent) to be the second and third most important factors when deciding what to buy. Teens indicate they're most concerned about violence in school, drug and alcohol abuse and crime. Make a smart PR move by affiliating with related causes.

2. B. Entrepreneurs are increasingly sponsoring major promotions by using prize payout insurance. Companies such as SCA Promotions Inc., in partnership with commercial reinsurers such as Lloyds of London, offer guaranteed payment of prizes for on-air radio promotions, retail and sports contests, and Internet promotions. For pennies on the dollar, the provider assumes all the financial risks, helping a modest promotional budget support a large grand prize.

3. B. Although broadcast faxing is high-impact and low-cost, it is best used to maintain ongoing relationships with existing prospects or customers. Unlike direct mail, unsolicited faxes fall afoul of the FCC's Telephone Consumer Protection Act. Permission to send unsolicited faxes is presumed to exist only if you have an established business relationship with the companies you're faxing to.

4. A. Working women are approximately half as likely as the average adult to be TV watchers, according to MediaMark Research Inc., and 16 percent more likely than the average adult to be radio listeners. So radio is the best broadcast tool for reaching working women between the hours of 6 a.m. and 7 p.m., which covers an important purchasing time-the evening commute home.

5. D. A whopping 87 percent of buyers and specifiers search for URLs in trade advertisements, according to research by Martin Akel & Associates in conjunction with Cahners. If you want to help buyers get the information they need quickly and easily, include your URL in all your trade ads.

6. D. Considering the refusal rate of people asked to participate in phone or direct surveys has reached 60 percent, online surveys make a good alternative. Entrepreneurs can find a variety of vendors on the Internet that provide inexpensive, do-it-yourself research tools and databases for B2B and consumer marketers. One such site is InsightExpress.

Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.

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This article was originally published in the May 2001 print edition of Entrepreneur with the headline: Better Than <i>Cosmo</i>.

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