GoKawiilIpsos survey finds two-thirds of US marketers fail basic marketing terminology test
Market research firm Ipsos conducted a study testing American marketers on fundamental industry concepts and found most could not pass. The research showed 40% did not know the meaning of 'positioning,' 54% were unfamiliar with 'above the line,' and half could not define 'penetration.' The findings suggest many professionals lack grasp of foundational marketing vocabulary.