Organic Candy

Question 1

What are the key elements of corporate communication?

Answer 1

• Establishing a favorable reputation
• Increasing brand visibility
• Persuading customers to buy specific products
• Describing the company as ethical and environmentally conscious

Corporate communication targets customers, the public, employees, and investors.

Question 2

What is typography in marketing?

Answer 2

The art and technique of arranging text to make it readable, visually appealing, and effective communication

It involves the choice of fonts, spacing, size, and layout.

Question 3

How does font weight affect perception?

Answer 3

• Light - perceived as friendly
• Bold - interpreted as significant, solid, assertive, but also arrogant

Heavier fonts may also imply strength.

Question 4

What does the term ‘expansion’ refer to in typography?

Answer 4

The space between letters, where narrow space may be interpreted as precise, and wide space may imply breathing room or waste

Narrow spacing can also feel cramped.

Question 5

What are the connotative values associated with handwriting vs. printing?

Answer 5

• Handwriting - personal, informal, handcrafted
• Printing - impersonal, formal, mass-produced

The style chosen can influence consumer perception.

Question 6

Define ‘framing’ in the context of marketing.

Answer 6

The way elements are connected or divided in a visual representation

Framing can impact how information is perceived.

Question 7

What is salience in marketing?

Answer 7

The way elements are made to attract attention through foregrounding, backgrounding, size, and use of color/shapes

Salience helps prioritize information.

Question 8

Explain the concept of ‘information value’ in layout design.

Answer 8

The significance of an element’s position on a page, with the upper section representing ideal promises and the lower section showing reality

This can influence how messages are interpreted.

Question 9

What does ‘othering’ refer to in marketing?

Answer 9

A process through which negative characteristics are attributed to competitors to create a contrast with one’s own product

It can involve language and symbols.

Question 10

Fill in the blank: The marketing of organic candy often involves __________, which symbolically transfers meanings associated with healthy food.

Answer 10

[Semantic displacement]

Question 11

What are some vague characteristics used in marketing natural health products?

Answer 11

• Organic
• Natural
• Raw
• Low calories
• Low sugar
• Lactose free
• Dairy free
• Eco-friendly packaging
• Made from freshly brewed infusion

These terms imply health benefits without specifics.

Question 12

How do organic candy brands use storytelling techniques?

Answer 12

They present products as artisanal, homemade, or hand-crafted, associating brands with social and environmental projects

This helps position them as socially responsible businesses.

Question 13

What is synthetic personalization in marketing?

Answer 13

The use of language that gives the impression of treating anonymous consumers as individuals

This includes direct address, colloquial language, and rhetorical questions.

Question 14

What is the impact of hedging in marketing language?

Answer 14

Hedging softens statements, making them less direct and vague, which can create an impression of valuable information without providing specifics

Common forms include modal verbs and vague language.

Question 15

True or False: The use of specific typefaces can reference specific countries or national cultures.

Answer 15

True

This can shape consumer perceptions based on cultural associations.

Question 16

What are the characteristics associated with the discourses of natural health marketing?

Answer 16

• Nature vs. technology
• Ideal vs. dangerous
• Healing power of nature

This creates a contrast between natural and artificial.