Marketing, branding, advertising and language

Question 1

marketing=

Answer 1

the activity, set of institutions and processing for creating, communicating (focus), delivering & exchanging offerings that have value for customers, clients, partners and society at large

Question 2

branding=

Answer 2

using names, terms, signs, symbols or designs (or a combination) to differentiate an offering from the competition
>idea of associating an offering with mental images, values & emotions

Question 3

advertising=

Answer 3

using language, images & other means of communication to inform people & persuade them to engage in particular behaviours

Question 4

marketing, advertising, branding–>most specific to least?>

Answer 4

advertising>branding>marketing

Question 5

Ad conventional features>(7)

Answer 5

-logo
-dominated by images
-product often depicted at a low angle/bottom centre (foregrounded)
-small print in bottom right corner
-slogan
-product placement (e.g. in films/tv)

Question 6

ads conventional LANGUAGE features (6)

Answer 6

-native advertising
-pronouns
-positive evaluation & hyperbole
-directives
-repetition for memorability
-deviation for memorability

Question 7

ads–how are pronouns used?

Answer 7

-2nd person for direct address
-inclusive we (synthetic personalisation)

Question 8

native advertising=

Answer 8

ad hides in different text type (i.e. specific brand in recipe)

Question 9

directives=

Answer 9

telling people what to do

Question 10

ad conventional lang features–>types of repetition used> (3)

Answer 10

-alliteration
-assonance
-grammatical parallelism

Question 11

ad conventional lang features–>types of deviation used

Answer 11

-spelling (e.g. use of “z” goes against conventional grammar in ‘beanz meanz heinz’)

Question 12

other forms of persuasive language>(4)

Answer 12

-charities
-political speeches
-university prospectus
-CV

Question 13

what are ads trying to do?: AIDA model

Answer 13

-AIDA
>Attention
>Interest
>Desire
>Action

Question 14

intentions of ads>

Answer 14

ads are about building BRANDS not just selling product

Question 15

Brands=

Answer 15

> a name, term, sign, symbol, design or combination intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition
brands as mental models comprising values, emotions, attitudes

Question 16

Brand vs product>

Answer 16

brands ADD VALUE to products
>product as something made, brand as something bought
>product can be copied by competitor, a brand is unique

Question 17

The TRADITIONAL ‘four P’s’ of marketing>

Answer 17

• product
• placement
• promotion
• price

Question 18

The TRADITIONAL ‘four P’s’ of marketing> product>

Answer 18

the thing itself, its unique features & way it is produce

Question 19

The TRADITIONAL ‘four P’s’ of marketing> (LONGER)

Answer 19

• product= the thing itself, its unique features & way it is produced
• placement= distribution & visibility of product
• promotion= advertising & ‘below-the-line’ promotion such as sponsorship, endorsements
• price= defines the product in relation to competitors, needs to be aligned with brand

Question 20

The TRADITIONAL ‘four P’s’ of marketing> placement>

Answer 20

distribution and visibility of product

Question 21

The TRADITIONAL ‘four P’s’ of marketing> promotion>

Answer 21

advertising and ‘below-the-line’ promotion such as sponsorship, endorsements

Question 21

The TRADITIONAL ‘four P’s’ of marketing> price>

Answer 21

defines the product in relation to competitors, needs to be aligned with brand

Question 22

The LATER ‘Four P’s’ of marketing> (LONGER)

Answer 22

-Past= brands come with a heritage (or invent one)
-position= one brand has a meaning only in RELATIOn to others it competes with or goes with
-practices= brands are given meaning by what people DO WITH THEM; usage of the product
-paradigms= place of brand in a LARGER SYSTEM of signs; wider symbols & associations (broaded cultural context)

Question 23

The LATER ‘Four P’s’ of marketing>

Answer 23

• Past
• position
• practices
• paradigms

Question 24

The LATER ‘Four P’s’ of marketing> past>

Answer 24

idea brand comes with a heritage (or invent one)

Question 25

The LATER ‘Four P’s’ of marketing> position>

Answer 25

one brand has a meaning only in RELATION to others it competes with or goes with

Question 26

The LATER ‘Four P’s’ of marketing> practices>

Answer 26

> brands are given meaning by what people DO WITH THEM
usage of the product

Question 27

The LATER ‘Four P’s’ of marketing> paradigms>

Answer 27

-place of the brand in a LARGER SYSTEM of signs
- wider symbols & associations (broader cultural context etc)

Question 28

semiotics=

Answer 28

academic discipline that deals with the ways signs (such as ads, poems, shoes or cars) take on meaning

Question 29

signifier & signified=

Answer 29

> signifier: nothing intrinsic in it which represents the signified (e.g. word ‘cow’)
signified: what represented (e.g. cow)