Anglais L&A S5 (V1)

Question 1

What is Promotional Mix?

Accepted Answer

Specific combination of promotional methods for a product, Includes sales promotion, personal selling, direct marketg, public relation

Question 2

With what the basic structure of stories is made?

Accepted Answer

End = resolution, Middle = tension, Beginning = harmonious or chaotic situation

Question 3

Marketing is management process responsible for identifying, anticipating & satisfying customer requirements profitably.

Accepted Answer

True

Question 4

When was created the American Marketing Association and why?

Accepted Answer

Make a code of conduct, 1937

Question 5

What is the laddering interview technique?

Accepted Answer

When you start asking basic questions then you ask more precise questions, It permits create the perfect advertisiing campaign, It is a technique that undrstds customers' hidden desires

Question 6

Who is Edward Bernays (1891-1995)?

Accepted Answer

Relies on self esteem and War propaganda, Father of Public Relations

Question 7

What can we say about TV commercials?

Accepted Answer

Permits mass audience, good markt covrage & low cost per expo & multi messa, Absolute costs, expensive & ppl tired of ads & less audience selectivity, Television watchin'=one of most common past time and is increasing

Question 8

What can we say about ecology in advertisings? (v1)

Accepted Answer

Started in 60s v/ rise of the environmental movement, Philip Kotler = kind of Founding Father of green movement, 70s -> Earth Day, environmental orga (Green Peace) , green parties (GB Ppl), Consumerism = actual consumer mov -> consumption ethical & responsible

Question 9

What is a quackery?

Accepted Answer

= "miracle" products, = charlatanism, Promotion of fraudulent medical practices

Question 10

When was the golden age?

Accepted Answer

60s-80s

Question 11

What is Promotion?

Accepted Answer

Further the growth of something/ advance someone’s purposes, Promotion is a type of communication

Question 12

So stories have a psychological value

Accepted Answer

False

Question 13

What can we say about Magazines?

Accepted Answer

High demographic & geographic targeting, Expensive, need to predict it in advance

Question 14

What is the Traditional Research Paradigm composed of?

Accepted Answer

Focused on product attributes and objectives benefits, Qualitative research, Statistical samples, Surveys

Question 15

What can we say about Packaging?

Accepted Answer

Advrtse + than 1 prodct = cross promotion, Connect brand or prdct to another or event = tie-in

Question 16

What is Sales Promotion?

Accepted Answer

Short-term incentive to encourage customers to buy

Question 17

To what these objectives lead?

Accepted Answer

Hierarchy of effects model

Question 18

To what is linked the Market Revolution?

Accepted Answer

First industrial revolution

Question 19

What are the stories for? (V2)

Accepted Answer

Inspire and give motivation, Offer Catharsis = people free thmslves from tensions, Unify the group, Express & experience innermost desires & fantaisies

Question 20

What is marketing?

Accepted Answer

This is putting things on the market trying to sell them, You try to maximise the chances for a product to be sold

Question 21

What is the advertising campaign?

Accepted Answer

Coordinated series of linked ad w/ single idea or theme

Question 22

What is Personal Selling?

Accepted Answer

It represents a trap for customers who feel obligated to buy, Face-to-face communication btw firm's sales force & potential buyers

Question 23

What are Product Placement and Native advertising?

Accepted Answer

NA= Sponsored content, PP= Subtly promote through non-trad ad techniques, PP= Embedded Marketing

Question 24

What are the 6 values identified? (v2)

Accepted Answer

Tradition, Purpose, Achievement

Question 25

What can we say about Newspapers?

Accepted Answer

Has short life, poor reprod quality, small audience, decline readership, Permits mass reach, flexibility, high believability, good local mrkt cover

Question 26

Of what is composed the Promotional Mix? (v1)

Accepted Answer

Personnal selling, Direct Marketing, Sales promotion

Question 27

What is Integrated Marketing Communication (ICM)?

Accepted Answer

well-coordinated use of different promotional methods

Question 28

Whats is Marketing Mix?

Accepted Answer

Product, Place, Price, Promotion

Question 29

What can we find in Press?

Accepted Answer

Newspapers, Magazines

Question 30

What have been the differences btw before and after the Market Revolution?

Accepted Answer

Poor people could afford newspapers, Newspapers were extremely sponsored, Creation of Koenig & Bauer's steam powered printing press in 1810s

Question 31

What is analogue?

Accepted Answer

Has a physical dimension, Doesn't mean print only

Question 32

What can we find in Screens?

Accepted Answer

Native advertising, TV commercials, Product Placement

Question 33

What is Means-end theory of decision making?

Accepted Answer

Understand targets' values, Put customers in emotional status, Uncover personal values

Question 34

What are the 6 values identified? (v1)

Accepted Answer

Freedom, Security, Pleasure

Question 35

What is the acronym STP for?

Accepted Answer

Targeting (choose segment & making it focus of marketing program), Segmentation (divide market into catgries demogra & psychograph), Positioning (occupy specific place in customers' minds)

Question 36

What are your objectives when you're advertising? (v1)

Accepted Answer

Create awareness, Launch a new product, Change customers attitudes

Question 37

What are stories for? (v1)

Accepted Answer

Educate, Entertain, Pass down the values of the group, Make sense of the world, death, life, natural disasters...

Question 38

What is Public Relation?

Accepted Answer

Support of arts, charitable causes, sporting events, sponsorships, Creating and maintaining goodwill of an organization's stakeholders, Communication of a brand by placing info in media wthout paying for, Through publicity & nonpaid forms of communication

Question 39

What other strategies exist?

Accepted Answer

Push strategy -> you put product onto consumer purview, Pull strategy -> you attract consumers who come for a particular object

Question 40

In the 20s what were the ways to manipulate people and make them buy?

Accepted Answer

Desirability, Cute factor or endorsement or testimonial, Sex appeal and Sexuality, Patriotism

Question 41

Why companies rely on basic human values?

Accepted Answer

Create a brand relation meaninful, Create loyalty, Emphazise their value in messaging

Question 42

What highlighted Shalom S. Schwartz?

Accepted Answer

There are categories of values which all characterize people

Question 43

What is publicity?

Accepted Answer

It is not as controlled and intentional as advertising, It is what you pray for

Question 44

During which period did New Mass Advertising Techniques appeared?

Accepted Answer

1830-1950

Question 45

What are two of the main subjects in advertising nowadays?

Accepted Answer

Feminism, Environment

Question 46

Date of Market Revolution

Accepted Answer

1820-1850

Question 47

What is Product placement?

Accepted Answer

= Embedded Marketing, Subtly promote products through + or - subtle appearances in shows

Question 48

What can we say about feminism in advertising? (v2)

Accepted Answer

2nd wave 60s-70s, 3rd wave 90s: intersectionality (not just sex or gender but race & class)

Question 49

What is a commercial?

Accepted Answer

It lasts a short time (6-10 seconds), An ad with voice or song

Question 50

Who was V.B Palmer?

Accepted Answer

First American Advertising Agent, He bought spaces in newspapers to sell them in smaller parts, Lived in London, the modern clutter

Question 51

What can we say about feminism in advertising? (v1)

Accepted Answer

Cigarettes had become an aspect of feminism, 1st wave early 20th w/ right to vote & be elected, Positive vision of women, Overcome of stereotypes

Question 52

What are the aspects of the code of conduct? (v1)

Accepted Answer

Honesty (to be forthright in dealings), Responsability (to accept the consequences of decisions), Fairness (to balance btw needs and interests)

Question 53

What can we say about TV commercials?

Accepted Answer

Gives mass audience, good mrkt coverage & low cost exposure, multimedia msg, Watching time declining -> information quicker, Expensive, less audience selectivity

Question 54

What is a brand relation?

Accepted Answer

Meaninful relation w/ customers, Long-term engagement

Question 55

Marketing=social & managerial process which people obtain what they need & want through creating & exchanging products

Accepted Answer

True

Question 56

What were the new mass advertising techniques? (1)

Accepted Answer

First US billboard in 1835 by Jared Bell, Radio (A.Lasker inventor of Soap Opera sponsored) & TV, Morris column in late 1860s

Question 57

What are the main axes of these values categories?

Accepted Answer

Self-transcendance, Self-enhancement, Conservation, Openess to change

Question 58

What kind of methods exist in Sales Promotion? (v1)

Accepted Answer

Price Promotion (discount, 2 product for 1, packages / expensive if long), Coupons/vouchers (repeat buying, in books, on recites, E-coupons), Frequent user or loyalty incentives (loyalty cards), Samples (small amount of product for trial/ expensive/ useful)

Question 59

What can we say about social marketing?

Accepted Answer

2/3 of consumers won't try a brand bc it stays silent on a subjct, 2/3 of consumers will try a brand bc they agree its position on a subjct

Question 60

What is Street Marketing?

Accepted Answer

Part of guerrilla marketing, Through street furniture to create surprise, = viral marketing

Question 61

What are Demographic and Psychographic?

Accepted Answer

Demogrphc= gender, age, race, location, employmt ..., Psychogrphc= personality, values, interests, lifestyles, attitudes ...

Question 62

How are called these objectives?

Accepted Answer

Advertising objectives

Question 63

What is your role as a brand when people have become overexposed to advertising?

Accepted Answer

Generates good values

Question 64

Which one is the most important?

Accepted Answer

They can be crossed-referenced, Psychographic

Anglais L&A S5 (V1)

Questions 98

Anglais L&A S5 (V1)

Questions 98