Marketing Basics Jeopardy

This first "P" refers to the actual good or service a company offers to meet a customer need.

What is product?

This "P" refers to the amount a customer must pay to acquire a product, often set using cost, competition, and perceived value.

What is price?

This "P" refers to where and how a product becomes available to customers, including distribution channels and physical or online locations.

What is place?

This "P" covers all the ways a company communicates with customers about a product, including advertising, PR, and sales promotions.

What is promotion?

This later addition to the original marketing mix, sometimes labeled a fifth "P," refers to the staff who deliver a service and interact directly with customers.

What is people?

This visual symbol, such as a swoosh or golden arches, identifies a company or product at a glance.

What is a logo?

This short, memorable phrase, like "Just Do It," is closely associated with a brand and used across its advertising.

What is a tagline?

This term describes the set of associations, feelings, and expectations a customer holds in their mind about a particular brand.

What is brand image?

This document sets rules for a brand's logo usage, color palette, typography, and tone of voice to keep its look consistent everywhere.

What are brand guidelines?

This marketing concept measures the added commercial value a recognized brand name carries beyond the functional worth of the underlying product.

What is brand equity?

This paid advertising model charges an advertiser only when a user actually clicks their ad, rather than for every time it is shown.

What is pay-per-click?

This marketing practice optimizes a website's content and structure to help it rank higher in unpaid search engine results.

What is search engine optimization?

This marketing approach uses regular content, like blog posts and videos, to attract and engage an audience without directly advertising a product.

What is content marketing?

This marketing tactic pays a popular social media user to promote a product to their own established following.

What is influencer marketing?

This periodic email, sent to a list of subscribers with updates, offers, or curated content, remains one of the highest-return digital marketing channels.

What is an email newsletter?

This metric measures the percentage of people who see an ad or link and actually click on it.

What is click-through rate?

This metric measures how much money a company spends, on average, to acquire a single new customer.

What is customer acquisition cost?

This metric compares the revenue generated by a campaign to the amount spent running it, commonly expressed as a ratio.

What is return on investment?

This metric measures the percentage of website visitors who complete a desired action, such as making a purchase or filling out a form.

What is conversion rate?

This metric measures the percentage of visitors who leave a website after viewing only a single page, without any further interaction.

What is bounce rate?

This street in Manhattan lent its name to the American advertising industry for most of the twentieth century.

What is Madison Avenue?

This 1984 television commercial, directed by Ridley Scott and aired during the Super Bowl, introduced the Macintosh computer.

What is "1984"?

This slogan, used by De Beers starting in 1947, helped popularize the tradition of the diamond engagement ring.

What is "A Diamond Is Forever"?

This advertising medium, dominant through much of the twentieth century, delivers audio-only ads to listeners over the airwaves.

What is radio?

This billboard-and-poster advertising format, common along highways since the early twentieth century, delivers a brief message to viewers passing by at speed.

What is outdoor advertising?

This research practice divides a broad market into smaller groups based on shared traits like age, income, or location.

What is market segmentation?

This semi-fictional profile represents a company's ideal customer, built from research into demographics, goals, and pain points.

What is a buyer persona?

This research method gathers a small group of people to discuss their opinions and reactions to a product or ad in a guided conversation.

What is a focus group?

This term describes dividing an audience by psychological traits like values, interests, and lifestyle, rather than by simple demographics.

What is psychographic segmentation?

This figure, often abbreviated TAM, estimates the total possible revenue available if a company captured every bit of demand for its product in a given market.

What is total addressable market?