BBA304 - Advertising and sales

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ASSIGNMENT

DRIVE FALL	2013
PROGRAM	BBA
SUBJECT CODE & NAME	BBA 304 - Advertising and sales
SEMESTER	3
BK ID	B1598
CREDITS	4
MARKS	60

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

Q.1 Explain the advertising pyramid with a neat diagram. 

Ans :  "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media to reach broad audiences”

Advertisement is a form of communication which can make the consumers aware of a specific product or services available in the market. It is very important to create brand awareness, brand positioning and brand loyalty among potential customers. There are various medias through which these messages are promoted like television, radio, printed media (magazines, newspapers, billboards), and internet. Advertisement can be also in various forms like audio, video, textual or graphical.

Q.2 Mention the steps in media planning process in brief.

Ans :  Media Planning Process:

The media planning process involves media research, where marketers analyze target audiences and media options; media planning, where marketers develop a good media plan; and media buying, through which the media plan is executed to achieve the IMC objectives.

The following four steps in media planning:

• Media targeting
• Media objectives
• Media strategies

Q.3 Observe a newspaper advertisement of any telecom service provider. What is the target audience and what are benefits of choosing newspaper for advertisement.

Ans :  Target Audience:

When you place an ad in a target-specific magazine, you are marketing directly to a specific target audience rather than a general one. In other words, by simply placing the ad you’ve zeroed in on a market niche that is probably already interested in the type of product or service you’re offering.

If you’re selling a hair product, an ad placed in a fashion or hairstyling magazine will attract potential consumers who are looking for just this type of product. If you place the same ad in a general-interest magazine with a less specific readership, you reduce the likelihood that most readers will be interested in your product. When choosing which publication will attract the right consumers, consider not only the focus of the magazine but the age and

Q.4 Provide a meaningful comparison amongst various sales strategies. Do you notice any resemblance between them?

Ans : Sales strategy :

A sales strategy sets out in detail how you will get your product or service in front of people who need it. Looking at it strategically will give you a comprehensive, methodical approach to ensuring you marketing your business correctly and you are approaching the right clients. A sales strategy can be based on your business and marketing plans. It looks at how you will deliver objectives set out in your marketing plan, as well as how you have chosen to segment your target market and how you will fund you marketing activities. A sales strategy is not the

Q.5 What is sales promotion? How is it different to advertising?

Ans : Sales promotion :

Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the promotional mix are advertising, personal selling, direct marketing, publicity/public relations, corporate image and exhibitions.) Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and

Q.6 Discuss the performance evaluation methods for sales persons.

Ans : Performance evaluation methods :

A. Individual evaluation methods :

Individual evaluation methods are those techniques when the standards of performance are defined individually, without references to other person(s).

A 1. Graphic rating scale is the oldest and still most used method of evaluation. In this case the rater is presented with a set of traits and is asked to rate the employee on each of them. The ratings can be numeric (from 1 to 5 for example) or alphabetic (such as

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