ADVERTISING AND SALES MANAGEMENT

MODULE 1

PART A

1. Define Advertising.
As per American marketing association, “ advertising is any paid form of non personal
presentation and promotion of ideas,goods and services by an identified sponsor”.

2. What is surrogate advertising?

It occurs in case where advertisements of certain products are not permitted by the
[Link] cigarettes and alcohol companies use this type Of advertising.

3. What is covert Advertising?

It is a unique kind of advertising in which a product Or a particular brand is presented
in a delicate manner In the movies, television shows, and sports event.

4. What is advertisement campaign?

“ An advertising campaign includes a series of ads placed in various media that are
designed to meet objectives and are based on an analysis of marketing and
communication situations”

5. What is an advertisement Agencies?

An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated
to creating, planning, and handling advertising and sometimes other forms of promotion and
marketing for its clients

6. Define advertising clutter?

Advertising clutter refers to the large volume of advertising messages that the average consumer
is exposed to on a daily basis.

7. What is media vehicle?

 A media vehicle is a specific television program, digital media, newspaper, magazine, radio
station, outdoor advertising location, etc., that can be employed to carry advertisements or
commercials (or any other marketing communications).
8. Which are the key players in advertising?
Advertiser
Advertising agency
Media
Advertising suppliers
Target audience

9. What is sublimal advertising?

Subliminal messages are visual or auditory stimuli that the conscious mind cannot
perceive, often inserted into other media such as TV commercials or songs. This kind
of messaging can be used to strengthen or heighten the persuasiveness of
advertisements, or to convey an altogether different message entirely.

5 marks

10. What are the merits of advertising?

Merits to Manufactures

Merits to Middle men

Merits to Sales men

Merits to consumers

Merits to the society

11. What are the objectives of advertising?

Launching a new product

Trial objective

Continuity

Creation of demand

Getting attention
 Prompting immediate action

Replacing lost customer

Brand switch

Reminds public

Facing competition

12. What are the process od advertising?

 Establishing The Goals
 Preparation Of The Budget
 Selection Of An Advertising Agency
 Selection Of The Media
Media Class
Media Vehicle
Media Option

 Creation Of The Advertisement

 Deciding The Place And Time Of Ad
 Monitoring And Evaluation

13. Explain AIDA Model.

Model for creation of advertisement
A – ATTENTION

I - INTEREST

D – DESIRE

A - ACTION

14. What is DAGMAR ?

The technique is used to measure the effectiveness of an advertisement. The main
objective is
 Communication task
 Create awareness
 Impart information
 Develop attitude
 Induce action

15. Expalin stereotyping?

A stereotype is a mistaken idea or belief many people have about a thing or group that
is based upon how they look on the outside, which may be untrue or only partly
true. Stereotyping people is a type of prejudice because what is on the outside is a
small part of who a person is.

PART C

[Link] the importance of advertising?

A. IMPORTANT TO CUSTOMERS
• Offers valuable information
• Promotes choice
• Convenience
• Education of consumers

• B. ESSENTIAL ELEMENT OF MARKETING MIX

• Product launching
• Product information
• Demand creation
• Price information
• Place information
• Managing com petition
• Important in packaging
• Key role in positioning
• C. SIGNIFICANT ROLE IN THE SOCIETY
• Employment generation
• Higher standard of living
• Sustains the media
• Incentive to work
• Art and culture
• Entertainment
•

[Link] the economic impact and legal impact of advertising.

Economic aspect of advertising

 Effect on cost of production

 Effect on cost of distribution

 Effect on price

 Effect on demand

 Effect on competition

 Effect on consumer choice

 Effect on business cycle

 Effect on national income

 Effect on utility

 Effect on employment

 Effect on product quality

Legal aspects of advertising

• Regulation by the government

• Self regulation by the advertising industry

18. Explain the types of advertising.
PRODUCT ADVERTISING(Explain each type of advertising)
 Informative Advertising
 Persuasive Advertising
 Reminder Advertising
BASED ON AREA OF OPERATION
 Local Advertising
 National Advertising
 Global Advertising
 BASED ON TARGET MARKETS
 Consumer Product Advertising
 Industrial Product Advertising
 Trade Advertising
 Professional Advertising
 Financial Advertising
 BASED ON MEDIA
 Audio Advertising
 Visual Advertising
 Audio Visual Advertising
 Print Advertising/Writtn Advertising
 Internet Advertising
 OTHER TYPES
 Outdoor Advertising
 Broadcast Advertising
 Covert(Hidden )Advertising)
 Surrogate Advertising (Indirect)
 Celebrity Advertising

19. Explain the scope and process of advertising?

• Goal setting
• Message creation
• Mass communication
• Media selection
• Advertising agency
• Monitoring and evaluation
Process of advertising are
• Establishing The Goals
• Preparation Of The Budget
• Selection Of An Advertising Agency
• Selection Of The Media
• Media Class
• Media Vehicle
• Media Option
•
• Creation Of The Advertisement
• Deciding The Place And Time Of Ad
• Monitoring And Evaluation

20. Explain advertising campaign and its process.

Dunn and Barban “ an advertising campaign includes a series of ads placed in various
media that are designed to meet objectives and are based on an analysis of marketing
and communication situations”
Objectives
Brand image
Growth and market share
Buying decision of customers
Support selling efforts
Educate consumers
Reminding about the brand
Retrieve lost sales
Process
 Setting the advertisement objectives
 Preparing the budget
 Selecting the media
 Creating the advertising message
 Evaluating advertising campaign results

21. What are the positive and negative impact of advertising?

Positive Impact

Increases social awareness

Increases product awareness

Employment generation

Higher standard of living

Supports and sustains the media

Encourages research and development

Incentive to progress

Art and culture

Negative impact

 Deception
 Subliminal advertising

 Hidden costs

 Confuses people

 Corrupts the minds of youth

 Obscene advertisements

 Attracts people to harmful products

 Dissatisfaction among poor people

 Advertising clutter

 Advertising promotes materialism

 Makes people greedy

 MODULE-2-Advertisement appeal and media
Part A
1. What do you mean by Advertisement appeal?
Advertising appeals are communication strategies that marketing and advertising professionals
use to grab attention and persuade people to buy or act. Advertising appeals refers to the
approach used to attract the attention of customers or to influence their feelings towards a
brand, product or service.
2. What is an advertisement copy?
An advertisement copy is all the written or spoken matter in an advertisement expressed in
words or sentences and figures designed to convey the desired message to the target consumers.
An advertising copy is a term used to describe the main text used in the advertisement. The text
could be a dialogue, a catchy punch line or a company's dictum.
3. What is advertisement lay out?
Layout may be defined as the arrangement of the various elements of advertising such as
illustration, text matter, product and name of the company. A good advertisement is a
combination of both copy and art. The layout is a plan of an advertisement and makes the work
of the printer easier.
4. What do you mean by copy writing?
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of
marketing. The product, called copy or sales copy, is written content that aims to increase brand
awareness and ultimately persuade a person or group to take a particular action.

5. What do you mean by copy testing?

Copy testing is a specialized field of marketing research that determines an advertisement's
effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing,
it might address all media channels including television, print, radio, outdoor signage, internet,
and social media.
6. What do you mean by Permission Marketing?
Permission marketing is a concept introduced in a book of the same name in 1999 by marketing expert
Seth Godin. Permission marketing is a non-traditional marketing technique that advertises goods and
services when advance consent is given. Permission marketing is a form of advertising where the
audience is given the choice to opt-in to receiving promotional messages. Common forms of permission
marketing include opting into receiving updates as part of an email list.
 Part B
7. What are the essentials of an advertisement?

• Choosing the Right Media

• Utilizing Unconventional and Unique Approach
• Your Messages should be Catchy and Appealing

8. What are the types of advertisement copy?

• Human interest ad copy.

• Educational ad copy.
• Reason why? ad copy.
• Institutional ad copy.
• Suggestive ad copy.
• Expository ad copy.

9. What are the requisites of an effective advertisement copy?

(1) It Should Be Simple:

(2) It Should Be Capable Of Holding The Reader's Attention:
(3) It Must Be Suggestive:
(4) It Should Have Conviction Value:
(5) It Should Educate The People:
(6) It Should Have Memorizing Value:
(7) It Should Be True:

10. What are the elements of advertisement copy?

1. A Clear Objective
2. A Compelling Message
3. A Compelling Offer
4. Evidence of Tangible Benefits
5. A Clearly Understood Tone
6. A Means of Responding
7. A Call to Action
8. A Call to Action

11. What are the different types of advertisement appeal?

1 Personal Appeal.
2 Social Appeal.
3 Humor Appeal.
4 Fear Appeal.
 5 Romantic Appeal.
6 Endorsement Appeal.
7 Youth Appeal.

12. What are the elements of layout?

o Color
o Text
o Style
o Page Size
o Graphics
o Consistency

13. What are the qualities of a good copy writer?

• Attention to Detail

• Word Choice & Figurative Language

• Professionalism

• Optimism

• Enthusiasm

• Curiosity/Inquisitiveness

• Resourcefulness

Part C
14. What are the different types of advertisement media?

(1) Direct Mail:

This is one of the oldest types of advertising media. Under this method message is sent to the

prospective buyers by post. A mailing list is prepared for this purpose. Circular letters, folders,

calendars, booklets and catalogues are sent under this type of advertising. In the sales letter an

appeal is made to the buyers separately.

(2) Newspapers and Magazines:

These are the important forms of press advertising, newspapers are the most effective and
powerful medium of advertising. Newspapers contain valuable information with regard to
different current events. It may be referred to as ‘a store house of information’. There are daily,

bi-weekly and weekly newspapers. Newspapers have widest circulation and read by many

people. The newspapers may be local, provincial or national

(3)Magazines:

Magazines or periodicals are other important media of communication. Magazines may be

released weekly, monthly, quarterly, bi-annual or annual. These are read with more interest by

the readers as compared to newspapers. Advertisements given in magazines are more

descriptive and attractive. They are usually in coloured form which depicts the product nicely

and gives lasting impression to the reader.

(4) Radio Advertising:

Radio advertising is very popular these days. The advertisements are broadcasted from

different stations of All India Radio. Radio advertising can be explained as “word of mouth

advertising on a wholesale scale”. The advertising messages can be in different regional

languages.

(5) Television Advertising:

This is the latest and the fast developing medium of advertising and is getting increased

popularity these days. It is more effective as compared to radio as it has the advantages of

sound and sight. On account of pictorial presentation, it is more effective and impressive and

leaves ever lasting impression on the mind of the viewer.

It is a very costly medium which can be employed by big concerns only; it has a shorter life

span and limited coverage. Back reference to the advertisement cannot be made after its

presentation. The duration of the advertisement is very limited.

(6) Film Advertising:

This is also known as cinema advertising. This also provides sight and hearing facilities like

television. Short advertisement films are not prepared by big business houses which are sent to

different cinema houses to be shown to the audience before the regular shows or during the
intermission. It has more repetitive value but not to the same viewers. Its coverage is limited

which benefits the local population only.

It is a very costly medium involving higher distribution and film making costs. Only big

organisations can afford to produce advertisement films. It ensures more flexibility at larger

costs. Its effectiveness cannot be measured properly. Film making is a time consuming process.

(7) Outdoor Advertising:

This type of advertising include different media like posters, placards, electric displays or neon

signs, sandwichmen, sky writing, bus, train and tram advertising. This is also known as ‘Mural

advertising’. The main aim of outdoor advertising is to catch the attention of passerby within

twinkling of an eye.

(8) Window Display:

It is a common method which is usually undertaken by retailers who display their products in

the shop windows in order to attract the customers. This is also known as exterior display.

It is the most effective and direct method of influencing the people. Window display has direct

appeal to the onlookers. It is instrumental in arousing the desire to purchase in the prospective

customers. It acts as a silent salesman.

(9) Fairs and Exhibition:

A trade exhibition or a fair is organised on extensive scale which is attended by different

manufacturers and traders along with their products to be sold to the large number of people

who visit the exhibition. The exhibition may be either organised on local, provincial or

international basis.

(10) Specially Advertising:

Most of the business houses in order to increase their sales, advertise their products, give free

gifts like diaries, purses, paper weights and calendars to the customers. The name of the firm
or the dealer is inscribed on the articles presented.
15. Merits and demerits of internet as an advertisement medium. Comment.

Advantages of online marketing

1. Targeting specific customers

You can focus your ads on a particular online market segment and filter your target group
according to the location, interests or age. Search engines also let you target the exact keywords
related to your business. With these advanced targeting options you can easily create successful
campaigns and increase visitor conversion.

2. Lower cost

If we compare online and offline advertising, the cost of online marketing is significantly
lower. For example with PPC campaigns, the main advantage is that you pay per visitor,
therefore you don’t spend money just because consumers have been shown your ad.

3. Full control with accurate statistics

Online advertising campaigns are under your full control. You know the exact expenses, so
you can set a daily budget and monitor overall spending. If you overstep your limit, you can
always check the status of individual keywords and ads to adjust them. You also know exactly
how many people clicked on your ads and turned from leads to customers. There’s no need to
guess if a certain campaign led to an increase in revenue.

4. Improved customer interaction

The possibilities are endless. Customers can click on your ad, order your product directly or
strike up a conversation and seek additional information. After buying the product, they can
review and share it with friends on social media, thus motivating more customers to shop.

5. Wide range of formats

There’s an ad format for every business. Most of us are familiar with popular banner and text
ads displayed in search engines and on websites. We’re also used to seeing video ads preceding
and interrupting content on social networks and YouTube. Still, that’s not all – QR codes, text
links, affiliate marketing, hashtags and social media contests, all of these can be part of your
online marketing strategy.

Disadvantages of online marketing

1. Not everyone is on the internet and wants to share their data

Your potential customers might just not be present online, or only occasionally. They might
also use only one specific search engine or social network and you’ll have to find out which
one that is with user research. You also have to follow the laws concerning privacy and
collection of user data. If your users don’t want you to use their data for any purpose, you have
to comply.

2. Limited space for ads

Your advertising message must be short enough to fit into the available space, so you might
need to get creative with the call to action. You will probably also have to compete with other
business owners trying to promote their own brands. Since there are so many different forms
of advertising, it definitely pays to combine them to increase the reach and see which works
the best.

3. Declining ad-clicks

The click-through rate is gradually decreasing. While in the past online advertisement enticed
a good number of users to click, over the time people became more immune to marketing
charms. Large number of internet users actively block the ads through browser extensions.
Many others simply choose to ignore them. Some ad formats are not popular at all, because
they create a distraction or prevent people from quickly reaching the desired content. For
example, instead of paying attention to the video ad, some people will just watch the countdown
clock waiting to skip the ad and continue to their video.
*****************************************

MODULE 3

PART A

1. What is advertising research?

William F Arens, “advertising research uncovers the information needed for making
advertising decisions
2. What are the features of advertising research?

• Part of marketing research

• Conducted to make systematic gathering and analysis of information
• To examine the possible communication problems before the beginning of advertising
campaign.
• Applied to examine the quality of advertising messages, media and media vehicles
• It examines product awareness and knowledge of the customers after the advertising
campaigns

3. What are the need and importance of measuring the effectiveness of advertising?

• Improve sales and profits

• Facing competition

• Control

• Effective ads

• Avoids wastage of money

• Feedback for remedial measures

• Cost benefit analysis

• Understanding the communication effect

4. What are the constraints in measuring effectiveness of advertising?

• Cost of measurement
• Dis agreements on what, when and where to test
• Problems in testing
• Time intensive process
• Objection of creativity

5. What are the different methods of measuring effectiveness of ad?

• PRE TESTING(COPY TESTING)

Evaluation of an ad is made before it is transmitted to the potential customers
✓ Focus Group Sessions
✓ One To One Interviews
✓ Consumer Jury Method
✓ Sales Area Test
✓ Questionnaire Method
✓ Recall Test Method

• POST TESTING
Evaluation of advertisement conducted after the real transmission of an ad to know its
effectiveness and impact on the target audience

• Recognition Test
• Recall Or Impact Test
• Inquiry Test

• CONCURRENT TESTING
• Term concurrent means simultaneous, in this type of testing the ad campaign and ad
effectiveness testing occurs simultaneously.
• Testing is done when the ad is running or in progress.
• Tracking Studies
• Coincidental Surveys
• Consumer Diary Test
• Pantry/Store Checks
• Mechanical Tests
➢ psychogalvanometer
➢ Techistoscope
➢ Camera test
➢ Pupilometer
6. What are the pact principles of copy testing?

PACT is an advertising-industry term that stands for "positioning advertising copy testing."
PACT is a list of nine principles for testing the effectiveness of ads. Twenty-one of the
nation's biggest advertising firms assembled in 1982 to form PACT.
The purpose was to improve the research standards that the advertising
industry uses to create and test ad copy, to develop better ads for clients, and to control
TV advertising costs. Testing results are audiences' reactions to ads.
7. Explain dagmar model for measuring ad effectiveness.

MODULE-4-SALES PROMOTION

Part A
1. What do you mean by sales promotion?
“Sales promotion refers to those activities other than personal selling, advertising
and publicity that stimulate consumer purchasing and dealer effectiveness, such
as – display shows and exhibitions, demonstrations, and various other non-
recurrent selling efforts not in ordinary routine
2. What are the components of promotion mix?
Advertising
Publicity
Personal Selling
Direct Marketing
Sales Promotion
Public Relations
3. What is meant by push strategy?
It involves pushing distributors and retailers to sell the products of a firm to the
consumer by offering various kinds of of promotion and personal selling efforts

4. What is pull strategy?

Pull strategy concentrates on the consumer instead of the middle men involved
in marketing. This strategy involves discounts and other benefits to the
consumers so as to encourage them to purchase
5. What is combination strategy?
It is a mixture of push and pull strategy. It focusses both on the middle man and
consumers, it offers special incentives to booth the middle man and consumers
so as to boost the sales of the product.
6. What is brand equity?
Brand equity is the sum total of values, assets and liabilities generated by a
branded product over a period of time. It is referred to as the additional amount
of money consumers are willing to pay for a brand compared to other brands.
 Part B

7. Briefly explain the features of sales promotion.

According to Philip Kotler
✓ Communication
✓ Incentive
✓ Invitation
✓ Set of inducement
✓ Offered directly to the customers
✓ Does not include personal selling, ad and publicity
✓ Offered for a short period
✓ Numerous scheme and technique
✓ Focus on small group of consumers

8. What are the objectives of sales promotion?

o Building product awareness
o Immediate increase in sales
o Competitive advantage
o Strengthen the brand image
o Attracts customers
o Motivation of the existing customers

Reinforcing the brand

9. What are the advantages of sales promotion?

• It helps companies to make an immediate increase in their sales volume
• Consumer get lot of incentives
• Consumer get product at cheaper rate
• Companies can dispose off their existing stock
• Help to retain customers
• Helps firms to sell additional products
 • It is less expensive
10. Explain the scope of sales promotion?
• Trade oriented promotions
• Consumer oriented promotions
• Sales force promotions

Part C

11. What is meant by sales promotion, explain the various methods and techniques of
sales promotion?
CONSUMER PROMOTION TECHNIQUES
• couponing
• Sampling
• Rebates
• Gifts/free offer
• Price cuts/price – off offers
• Quantity-off offers
• Consumer contests and lucky draws

TRADE PROMOTION TECHNIQUE

• Buying allowance
• Buy back allowance
• Merchandise allowance
• Bulk discount
• Gifts ,awards and cash prizes

SALES FORCE PROMOTION TECHNIQUE

• Bonus to sales force
• Gifts
• Sales force meet

12. What is sales promotion budget? discuss the important techniques used in in the
preparation of sales promotion budget?
Percentage of sales method
Unit of sales method
 Competitive parity method
Affordable method
Objective end task method

13. What are the different sales force strategies.?

Push strategy
Pull strategies
Combination strategy
14. What is sales promotion campaign, erxplain the steps involved in it?

Sales promotion campaigns are organized to stimulate quicker or greater purchase of

particular products or services by consumers

Goals
Promotional message reaches the target audience
Message is understood by the audience
Message stimulates the recipients to take action

Assessment of Defining the Formulating the

Deciding the
marketing promotion sales promotion
promotion mix
opportunities objectives strategies

Evaluation of Developing the Designing sales

Execution of the
the campaign promotion promotion
campaign
effectiveness budget schemes

15. Explain brand equity and explain the effects of sales promotion on brand equity?
Brand equity is the sum total of values, assets and liabilities generated by a branded
product over a period of time. It is referred to as the additional amount of money
consumers are willing to pay for a brand compared to other brands.
Positive effects
✓ Increases awareness of brand among customers
 ✓ Consumers develop value and perceptions of a brand on the basis of the
strength of sales promotion campaign
✓ It can develop meaningful points of difference to the brand and associations to
particular brands
Negative effects
✓ If company follows huge sales promotion efforts in establishing a high brand
image for a low quality product, consumers may perceive it as a substandard
product
✓ Frequently conducted sales promotion can lead consumers to buy the brand at
discounted prices.
✓ Consumers may reduce or stop their purchase of the brand following frequent
sales promotion

Module 5
PERSONAL SELLING
PART A
1. Define the term personal selling?
American Marketing Association defines Personal Selling as:- “Personal
Selling is the oral presentation in a conversation with one or more
prospective purchases for the purpose of making sales

2. What is sales force management?

Sales force is the link between a firm and its customers, there fore,
organizations should procure and maintain efficient sales force

3. Explain the nature of personal selling?

• Face to face communication
• Involves individual acting for a company
• Two way flow of communication
• Involves persuasion of consumers
• Attempt to win buyers confidence
• It is an education process
• Flexible tool in promoting sales

PART B
4. What are the essential elements of personal selling?

Face to face interaction

Persuasion

Flexibility

Promotion of sales

Supply of information

Mutual benefit

5. Explain in detail, the process of personal selling.

 Pre sale preparation

Prospecting or locating the prospective buyers

Approaching

Presentation

Demonstration

Handling objections

Closing the sale

Follow up

6. What are the different types of personal selling?

 NEGOTIATIONS
 SELLING STRATEGY
 AIDAS APPROACH
 STIMULUS RESPONSE MODEL

7. What are the different types of sales persons?

 Transactional
 Relational
 Closers
 Consultants
8. Explain in detail, various principles of personal selling?

 Customer centered approach

 Building relationships
 Professionalism
 Effective organization
 Consultative selling
 Better customer knowledge
 Customer orientation
 Customer focused sales dialogue
 Adaptive selling

PART C
9. What are the steps involved in management of sales force?

1. Designing sales force strategy and structure

Establishing sales objective

✓ Qualitative

✓ Quantitative

Deciding sales force structure

✓ Territorial

✓ Product

✓ Customer

✓ complex

Deciding size of the sales force

2. Compensation

Straight salary plan

Straight commission plan

Salary plus commission plan

3. Recruitment and selection

4. Training

5. Supervision

6. Evaluation
10. What are the steps involved in the process of evaluating the sales force?

Establishing performance standards

Communicating the standards

Measuring the actual performance

Comparing the actual performance with desired performance

Discussing the appraisal result

Decision making

11. What are the essential qualities that should be possessed by the sales force?

Confidence
Professionalism
Enthusiasm
Solution oriented
Empathy
Relational
Courtesy
Education and experience
Mental qualities
Hard working
Initiative
Sociability
Effective speech
Honesty
Determination
organized