Class notes MKTG320 International Marketing Strategy

MKTG 320 Exam 1 – Questions
and Answers
For Franklin University Advertising & Promotion course. The course emphasizes
advertising principles, communication strategy, consumer behavior, and promotional
campaigns.




1. What is advertising?
Answer:
Advertising is a paid, non-personal form of communication from an identified sponsor
designed to persuade or inform consumers about products, services, or ideas.




2. What are the four major
goals of advertising?
Answer:

1. Inform
2. Persuade
3. Remind
4. Reinforce customer loyalty




3. What is Integrated
Marketing Communications
(IMC)?
Answer:
IMC is the coordination of all promotional activities to create a consistent message
and brand image across all communication channels.




4. Why is IMC important?

,Answer:

 Creates message consistency
 Builds brand identity
 Improves customer trust
 Increases marketing effectiveness




5. What are the elements of
the promotion mix?
Answer:

 Advertising
 Sales Promotion
 Public Relations
 Personal Selling
 Direct Marketing
 Digital Marketing




6. Explain the communication
process.
Answer:
The communication process includes:

Sender → Encoding → Message → Medium → Receiver → Decoding → Feedback

Noise can interrupt the process.




7. What is “noise” in
communication?
Answer:
Noise is any distraction or interference that prevents the message from being
understood correctly.

,8. Define consumer behavior.
Answer:
Consumer behavior is the study of how individuals select, buy, use, and evaluate
products and services.




9. What are the five stages of
the consumer decision-
making process?
Answer:

1. Problem recognition
2. Information search
3. Evaluation of alternatives
4. Purchase decision
5. Post-purchase behavior




10. What is market
segmentation?
Answer:
Market segmentation is dividing consumers into groups with similar characteristics or
needs.




11. Name the four types of
market segmentation.
Answer:

 Demographic
 Geographic
 Psychographic
 Behavioral

Memory trick: DGPB

,12. What is a target market?
Answer:
A target market is the specific group of consumers a company wants to reach with its
marketing efforts.




13. What is branding?
Answer:
Branding is creating a unique name, symbol, or image that identifies a product and
differentiates it from competitors.




14. Define brand equity.
Answer:
Brand equity is the added value a brand name gives to a product.




15. What is the AIDA model?
Answer:
The AIDA model explains the stages consumers go through in advertising:

 Attention
 Interest
 Desire
 Action




16. What is an advertising
appeal?
Answer:
An advertising appeal is the approach used to attract consumer attention and influence
buying decisions.

,17. Name common advertising
appeals.
Answer:

 Emotional appeal
 Rational appeal
 Humor appeal
 Fear appeal
 Sex appeal




18. Difference between
emotional and rational
appeals?
Emotional Appeal Rational Appeal
Uses feelings Uses facts and logic
Builds emotional Focuses on
connection benefits/features



19. What is sales promotion?
Answer:
Sales promotion involves short-term incentives used to encourage immediate
purchases.

Examples:

 Coupons
 Discounts
 Rebates
 Free samples




20. What is public relations
(PR)?

, Answer:
Public relations is managing communication and relationships between an
organization and the public.




21. Difference between PR and
advertising?
PR Advertising
Usually unpaid Paid
Builds Promotes
reputation products



22. What is digital marketing?
Answer:
Digital marketing uses online technologies and platforms to promote products and
services.

Examples:

 Social media
 Email marketing
 SEO
 Websites




23. Advantages of digital
marketing?
Answer:

 Lower cost
 Better targeting
 Global reach
 Real-time feedback




24. What is creative strategy
in advertising?