Page 52 - TX_Marketing 2_M1_v2

Marketing Survey Results

Billboard

3

2 1
1

0

2 1

Internet Radio

This Venn diagram not only offers Broker X a way to illustrate his research findings,

it also illustrates important relationships that would otherwise be hidden or
completely lost. For example, we can see that billboards and the Internet are

probably the most effective marketing tools, but notice too that of the people that

saw the billboard, fewer of them also heard the radio advertisement than noticed
the brokerage on the Internet. Could it be that, for whatever reason, billboard

viewers are also Internet surfers that do not consistently listen to the radio?

Naturally, this is too small of a sampling to tell, but one could see how with real
market research (mainly, a larger sampling) a Venn diagram could bring to light

interesting relationships while outlining more obvious groupings and numbers. This

could prove very helpful when trying to reach a specific "target market."

TX Marketing II: Negotiation Techniques 51