Marketing Avanzato 3 Flashcards


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1

What does the experiential grid do?

It helps you design a great experiential marketing strategy using experience providers

2

What do we need to do to do to create a great experience?

We need to find the experience corresponding most to consumers though the experiential grid and build an interdisciplinary team to activate the Experience Activator

3

What are experience providers?

communication, people, co-branding, web site, exhibition and display area, visual and verbal identity, the presence of the product

4

What is "presenteism"?

It refers to "everything right now"

5

What is subvertising?

A spoof or parody of an ad, also know as brandalism or ad vandalism

6

What are the drivers of gamification?

They are 8 and were invented by Chou:

  • E (epic meaning and calling - TW)
  • D (development and accomplishment - LW)
  • E (empowerment and feedback - RW)
  • O (Ownership and possession - LM)
  • S (Social influence - RM)
  • S (Scarcity - LB)
  • U (Unpredictability - RB)
  • L (Loss and avoidance - BB)

7

____________ is an example of game designed for discovering proteins that can kill AIDS

Foldit

8

What is the standard of social interactions of the postmodern era?

It is focused on experiences which are shared with peers

9

What was the consumption like in the 70s and 80s?

Based on individualism

10

What is the objective body?

Our physical body with a longer life expectancy

11

The subjective body, mentioned in the 2nd trend (awakening senses), refers to tattoos and other things we can play with with our body

TRUE

12

What are the emrging trends in societing?

otherness (search for collective forms of consumption), awakening senses (hypermodernity, freer men but more axious), spect-actor (co-creator and interaction), audience enjoying themselves (edutainment, fun and emotional experience), everything right now (concerts and stuck in the present), mixed generes and paradoxical consumption (low and high cultural activities together), new technologies (libraries using tech, virtual libraries, virtual books)

13

Thackback museum

is a case of experiential marketing

14

A virtual good is a case of accomplishment in the octagon of gamification drivers?

FALSE

15

____________ is a state of deep concentration, action, and focus without any reflective self-consciousness, which also involves a distortion of time

The flow state, invented by Mihaly Csikszentmihlyi

16

What is the Self-Determination Theory?

Invented by Deci and Ryan, it states that humans need autonomy (ability to control their lives), competence (ability to interact with the environment), and relatedness (ability to create meaningful relationships and ties with other people)

17

_____________ is an experiment run to demonstrate the effects of game dynamics

The Candle Task

18

The Candle Task was proposed to "low drive" (adults who thought this was a test destined to kids) and "high drive" (adults who were promised a reward).

The second group proved that creativity was reduced, addiction was created

TRUE

19

The Self-Determination Theory states that there are 3 motivation states:

  1. amotivation (at the beginning)
  2. extrinsic motivation (making money to survive "because I have to")
  3. intrinsic motivation ("I have a deep passion for my job, I do it even though I don't make much money")

TRUE

20

Wha do you need to create the flow state?

A balance between the level of challenge, without causing anxiety, and the level of knowledge, without causing boredom

21

____________ are the skills that managers of tomorrow should have.

Multitasking, mid and long term view, motivational behaviors towards groupmates, extreme promptness in decision making

22

The fundamental elements of game design are ______________

Feedback, challenge, reward

23

______________ are examples of applied gamification

Happy hour (right place at the right time for a reward), frequent flyer programs (rewards and sense of completion for each level), Gold/platinum/titanium credit cards (give access to higher status and better services)

24

Game mechanics are ______________

A set of rules, design, tools intended to produce gameplay

25

A gameplay is ______________

specific way in which players interact with the game. If it is good, it generates good engagement

26

Gamification is not about using game mechanics, aesthetics, and game-thinking in a non-gaming context

FALSE