Are You a Smart Marketer?

5. Since senior citizens rarely use the Internet, marketers should direct their dollars to other ways of reaching this target audience.

False. According to Pew Internet and American Life Project data, 55% of all Americans aged 60 to 69 and 26% of 70- to 75-year-olds are online, so it's beneficial to make Internet marketing a part of your media mix for this demographic. When marketing to this audience, it's important to build trust, such as by providing a phone number for assistance with online transactions. It's also best to stay away from the flashiest technology, since older consumers are less likely to upgrade their computers often and many of the latest design bells and whistles may go unseen or simply cause frustration.

6. The best way for retailers to increase sales from Latino shoppers is to offer frequent-shopper cards.

False. According to Advertising Age magazine, the results of a study by Unilever in four major markets found Hispanic shoppers highly resistant to using frequent-shopper cards because of concerns about privacy. Although more than half of those in the study had frequent-shopper cards, only 44% of cardholders used them. Entrepreneurs targeting Latinos should construct customer rewards programs that highlight privacy protections.

7. The best way to build positive word-of-mouth is to affect the media to which "advice givers" are exposed.

True. A BIG research Simultaneous Media Survey of more than 15,000 people revealed that "advice givers" don't always formulate their counsel on personal experience alone. Their sources may include articles on a product, newspaper inserts, Internet advertising and more. To build word-of-mouth for your product or service, it's essential to identify where your influentials are getting their information about what you market, and use advertising and PR tactics to shape their opinions.

8. When reaching and motivating B2B prospects, general media sources such as consumer magazines and TV are more effective than niche B2B media.

False. Executives report they're more engaged and involved with B2B media than with general magazines, television and newspapers, according to a study by Harris Interactive. The best way to reach your B2B prospects in the new year is through B2B magazines, trade shows, Web sites, conferences or seminars.