Directorate of Online Education

ASSIGNMENT

NAME JASVIR SINGH

ROLL NUMBER 2214503044
SESSION NOVEMBER 2023
PROGRAM BACHELOR OF BUSINESS ADMINISTRATION (BBA)
SEMESTER III
COURSE CODE & NAME DBB2105 – ADVERTISING AND SALES
CREDITS 4
NUMBER OF ASSIGNMENTS & 02
MARKS 30 Marks each

Note: Answer all questions. Kindly note that answers for 10 marks questions should be approximately of
400 - 450 words. Each question is followed by an evaluation scheme.

Q.No Assignment Set – 1 Marks Total Marks

Questions
1. Discuss the concept of Advertising along with its five basic components. 5+5 10
Throw some light on the history of the Advertising.
2. Write a detailed note on Hierarchy-of-Effects Model of advertising in 10 10
detail.
3. Discuss the Print Advertising. Also, to explain the Characteristics of the 2+8 10
Press, include suitable examples to support your answer.

Q.No Assignment Set – 2 Marks Total Marks

Questions
4. Explain Sales Management Strategies in detail, include the suitable 10 10
examples to support your answer.
5. Discuss the concepts of Personal Selling. Detail the objectives of Personal 3+7 10
Selling.
6. Write a detailed note on types of Sales Organization Structures, include 10 10
suitable examples to support your answer.
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Assignment Set – 1
Question:01
Answer:
Concept of advertising: Advertising is a type of communication that aims to influence
viewers, readers, or listeners to act in a certain way about goods, concepts, or services. The
goal of advertising is often to influence customer behaviour in relation to a commercial
offering, while it is also frequently used for political and ideological purposes. Typically,
sponsors pay for the display of advertising messages across a variety of media, including
more conventional forms like newspapers, magazines, radio, television, outdoor advertising,
and direct mail.
Components of advertising:
1. Paid communication form: While some advertisements, like public service
announcements (PSAs), rely on given time and space, advertising is a paid medium.
The brand Brylcreem uses the tagline "for successful men" to reach out to potential
clients.
2. Identified Sponsor: Not only is the message paid for, but the sponsor is also
identified.
the sponsor is Unilever, the company that sells Brylcreem.
3. Influence over consumer: While in certain instances the purpose of the message is
just to inform consumers and make them aware of the product or organisation, most
advertising attempts to convince or influence the consumer to do something.
Brylcreem is attempting to convince customers with the slogan, "KEEP YOUR HAIR
GLOSSIER, BLACKER–with cooling white.
4. "Reach: Advertising reaches a large audience of potential consumers.
5. Media: The message is spread via a wide range of mass media, most of which are
impersonal. In other words, advertising doesn't target a particular audience, though
this is gradually changing as a result of the Internet and other interactive media.
History of advertising:
People have been exposed to advertising from the beginning of civilization. Research on
advertising shows that it cannot exist in a state of absence.
History of advertising mainly divided into four Era.
Premarketing Era: Prehistoric ancient times through the mid-1800s formed the
premarketing era. At best, communication was primitive.
Mass communication Era: which spanned the 1700s and the early 1900s. Increased
communication speed made it possible for marketers to connect with a wide range of people.
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Research Era: Over the past fifty years, advancements in technology and methodologies, as
well as the refinement of target markets, have brought advertisers ever-closer to crafting the
ideal campaign.
Interactive era; where customers engage in interactive communication. Instead of the public
being the target of one-way messaging from mass media, the public decides when and where
they are reached by the media. This affects the advertising industry's ability to govern
significantly.
Question:02
Answer:
Hierarchy-of-Effects Model : Among ideas about advertising, the hierarchy-of-effects
model is most common. It aids in making the goals of a specific commercial as well as the
goals of a campaign more clear. It also helps the marketing team choose the most effective
communications plan. According to the model, a buyer, a consumer or a business goes
through six processes in order to be persuaded to buy anything. The following are these six
steps:
1. Awareness: It is the communicator's responsibility to raise awareness of the product
if the majority of the target audience is not familiar with it. This can be done by using
straightforward messaging that just repeat the product name. Customers need to learn
about the brand.
2. Knowledge: Since the target audience may be aware of the product but may not know
much more, developing brand knowledge is necessary at this stage. This is the point at
which understanding the brand name and its meaning becomes crucial. What unique
qualities and advantages does the brand offer? How does it vary from the brands of its
competitors? Who is the intended audience?
If consumers are required to possess brand knowledge, these are the kinds of
questions that need to be addressed.
3. Linking: How do target members feel about the product if they are aware of it? The
communicator needs to ascertain the reason behind any negative perceptions the
audience may have about the product. The negative opinion cannot be eliminated by
communication campaigns alone if it is founded on actual issues. When a product has
a problem, it must first be fixed before you can discuss its improved quality.
4. Preference: The intended market may enjoy the product but not think it's better than
others. In this situation, the communicator needs to focus on fostering customer
preference through the promotion of features like performance, value, and quality. By
comparing audience preference surveys conducted before and after the campaign, the
communicator can assess the campaign's effectiveness.
5. Conviction: Although a target audience may have a preference for a certain product,
they may lack the confidence to purchase it. It is the communicator's responsibility to
increase target audience conviction.
6. Purchase: Finally, some members of the target market may be convinced but not
quite follow through on the purchase. They can decide to take action later or wait for
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more information. The communicator needs these customers to complete the
purchase, maybe by giving them a discount, providing a premium, or allowing them
to test it out. This is the point at which customers genuinely look for information or
make a purchase.

Question:03
Answer:
Print Advertising: Print advertising consists of printed advertisements in periodicals,
newspapers, pamphlets, and on other printed materials including outdoor billboards and
posters. Because they can pause and resume reading, read sections out of sequence, or
proceed through the publication at their own pace, readers find that reading publications
offers greater flexibility than watching or listening to broadcasts.
People tend to spend more time with print and take in its message more fully since it is more
tangible and less ephemeral than broadcast media. Print offers richer visuals, greater detail,
and a longer message life. For this reason, publications like adolescent today might be helpful
to advertisers attempting to target a teenage readership with an ad featuring adolescent
clothing.
Following special characteristics of press:
1. In depth coverage and permanence: While television and radio are both transient
and typically quick, newspapers and magazines can offer in-depth articles that can be
read, reread, and saved if necessary. This is accurate, because while a city
newspaper's lifespan might only be a few hours, many publications do endure for a
while. You can also clip out items to save for future generations. Magazines are read
nearly everywhere and have a sizable pass-on readership.
2. Variety of subjects addressed: Newspapers are the voice of various linguistic,
religious, class-political, and ethnic groups. Magazines cover every kind of niche
market. This is possibly the area in which the press excels the most because specific
and well-defined reading public segments can be reached by choosing the appropriate
periodicals. TV and radio are examples of mass media that cannot be used for this.
3. Mobility: One can read and carry newspapers and magazines practically anyplace.
For instance, at home, on the road, at the office, in a waiting area, or in a library.
4. Results Assessable: Coupons can be used to measure the drawing strength and cost
effectiveness of various journals, as can the conventional usage of "keys" or codes
(which indicate which publication the coupon has been clipped from). One way to
evaluate this would be to divide the space cost by the total number of responses.
5. Statics Available: A multitude of statistical data regarding a vast array of newspapers
and magazines is available due to audience studies and audits of net sales conducted
in developed nations and, to a growing extent, in developing nations.
6. Improved Printing: Most periodicals and newspapers are offset-litho printed.
Nowadays, offset-litho prints have very good picture quality, even in black and white,
because the dot screen used in the process is typically almost twice as fine as that used
in letterpress printing. Magazines made by offset lithography typically have superior
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printing quality than those produced by photogravure, with the paper having a better
finish and more sharply defined halftones.

Assignment Set-2

Question:04
Answer:

Sales Management Strategies: A plan that places a company's brand or product to obtain a
competitive advantage is called a sales strategy. Effective tactics facilitate the sales force's
ability to concentrate on target market clients and engage in meaningful, pertinent
communication with them.
different types of Sales Management strategies as follows:
1. Direct Strategy: When speaking with a customer, salespeople that use a direct sales
tactic criticize their rivals. They discuss every detail of the rival product and contrast
it with their own.
2. In-direct Strategy: More subdued tactics are used in indirect sales approaches, which
highlight qualities and advantages not found in the competitor's goods or services
without ever naming them. It will take investigation and competition study to
implement this more positive, sophisticated sales strategy.
3. Relationship Strategy: This approach places a strong emphasis on creating and
preserving a partnership-style relationship with the clients in which goals, mutual
support, and trust are gradually fostered. The client is regarded as a partner in this
instance.
4. Double win Strategy: Simply said, there is a win-win outcome, and both the
salesman and the customer feel satisfied after the transaction. Both parties appear to
gain personally and professionally from the agreement, and neither appears to take
advantage of the other.
5. Integrated Strategy: Consolidation of distribution and selling strategies is the
essence of integrated sales strategy.
6. Client Centered Strategy; It focuses entirely on selling process and efforts on the
client’s needs, problems and successes. The approach requires complete
understanding of the client as a unique person and as a
member of the professional network involving everyone who may interact with
him/her in his/her work.
7. Hard Sales Vs Soft Sales Strategy; The essential aim of a sales staff is not merely to
produce sales, but to find new clients and create new customers, which are important
aspects of a sales strategy.
In hard sale strategy people are concern for themselves in soft sales strategy peoples
are concerned for their customers. Hard Strategy not allowed open discussion but soft
sales strategy allows the open discussion. Hard sales focus on taking but listening is
priority in soft sales strategy.
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Soft sales strategy not pushing products as had sales does, its providing the buying
opportunities. Hard sale strategy presenting the features other side in soft sale strategy
focus on presenting the benefits to the customer.
8. Territorial Strategy: A territorial sales approach may be employed when marketing
a single product line to a single industry with clients spread across multiple
geographies. A sales manager using this tactic will designate sales associates to
exclusive territories within a certain area.
9. Product Sales Force Strategy: When a business sells along product lines, it
frequently employs a product sales force strategy. A sales manager that employs this
tactic will instruct their reps to concentrate on pitching a single product or a narrowly
chosen selection of products. Managers employ this tactic when their products are
many and intricate. This tactic is frequently employed in healthcare sales, when a
salesman concentrates on pitching doctors and other healthcare professionals on
particular products that are essential to their specialised field of medicine.

Question:05
Answer:
Personal Selling: Personal communications with potential consumers with the goal of
completing the sale are known as personal selling. Personal selling is the art and talent of
influencing customers to purchase goods or services by presenting them in an appealing
manner.
Objective of personal selling:
1. Building product awareness: A typical duty of salespeople is to inform clients about
new product offerings, particularly in corporate sectors. In actuality, salesmen
converse with visitors about items for a significant portion of industry trade events.
Therefore, employing personal selling to raise awareness is crucial when promoting
goods and services.
2. Creating interest: Since personal selling involves face-to-face interaction, it is an
ideal strategy for introducing a product to potential buyers. In actuality, generating
interest and increasing product awareness go hand in hand since salespeople may
frequently accomplish both goals in the first meeting with a potential client.
3. Providing information: A significant portion of the conversations that salespeople
have with clients centre on product details. Marketing firms give a lot of sales support
to their sales employees in the shape of computer programmes, research papers,
brochures, and other educational materials that aid clients in making judgements
about what to buy.
4. Stimulating demand: To convincing customers to make a purchase is, by far, the
main goal of personal selling. Only when demand is generated and driven through a
variety of sales strategies is this achievable.
5. Reinforcing brand: The objective of most personal selling is to establish enduring
relationships with clients. A solid relationship with a customer can only be developed
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gradually and calls for constant communication. Salespeople can frequently discuss
their organisation's products with consumers when they meet with them, which helps
increase customers' awareness of what the company has to offer.

Question:06
Answer:

Sales Organisation Structure: When the sales department is set up according to best
practices, it results in a structure that combines elements of four fundamental types: line
Sales, line & staff sale, functional and committee sales organisation.

1. Line sales organization:

The earliest and most basic type of sales organisational structure is the line sales organisation.
It's commonly utilised in tiny businesses.
Smaller businesses that sell a limited range of products or serve a restricted geographic area, f
or example, employ this structure.The top sales executives are at the top of the chain of com
mand, which passes through subordinates.Every executive has line authority, and every subor
dinate has a single point of contact at the next higher level.There is little doubt that responsibi
lity is fixed, and people who bear it must also make choices and take action.Within the struct
ure, authority lines are arranged vertically.
Additionally, each individual on any given organisational level is separate from that level.
The line sales organisation works best in businesses where the chief sales executive is the
direct supervisor of every sales employee. Within these organisations, the executive is
frequently consumed with active supervision and is rarely left with much time for planning or
collaborating with other senior executives. On rare occasions, though, where there are more
than two levels of authority, the line sales organisation is employed.
2. Line and staff sales organization: extensive and medium-sized businesses frequently
have line and staff sales departments, which employ a sizable number of salespeople and
market a variety of product lines across extensive geographic regions. The top sales executive
is given access to a team of specialists and experts in areas such as dealer and distributor
relations, sales analysis, sales organisation, sales personnel, sales planning, sales promotion,
sales training, service, warehousing, etc. by the line and staff organisation, in contrast to the
line organisation.
3. Functional sales organization: This type is based on the idea that every employee in an
organisation, regardless of title, should have as few unique responsibilities as possible in
order to maximise the application of the principle of specialisation. It is derived from the
management theory created by Frederick W. Taylor. Authorities are delegated and duties
assigned based on function. Every function inside the organisation falls under the purview of
the same executive, regardless of its location.
4. Committee sales organization: A committee is never the only source of organisation for a
sales department in a committee sales organisation. This structure allows the executive group
to be used for planning and policy creation, but leaves individual executives in charge of
carrying out day-to-day activities, such as putting plans and policies into action. In order to
create training plans and develop sales training rules, many companies establish a sales
training committee that meets on a regular basis. This committee usually consists of the
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general sales manager, the assistants, the sale training manager, and sometimes representative
divisional or regional sales managers. However, the line and/or staff executives in charge of
sales training in their respective jurisdictions, or the company's sales training manager, are in
charge of putting these plans and procedures into action.