SESSION JUL/AUG 2024

PROGRAM BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SEMESTER III

COURSE CODE & NAME DBB2105 ADVERTISING AND SALES

Assignment Set – 1

Ans 1.

Concept of Advertising

Advertising is a form of advertising used by corporations or other organizations, in addition to

individuals, for promoting their products or ideas, services or to promote cause. Advertising is
paid for, non-personal means of delivering messages to specific audiences via various channels
of media, such as television, radio and newspapers as well as social media. This can be
accomplished on the web. The primary goal of advertising is employed to communicate
information and influence the buyer to look at the advantages associated with the brand and
ultimately influence the purchase decision. Marketing that is effective builds brand recognition
creates demand, and aids in establishing an emotional connection between the consumer and the
item or service.

Advertising is one of the most crucial elements in the whole marketing procedure. It has a
significant role in shaping consumer attitudes and their preferences. It's not just limited to the
sale of products, but is also focused on creating an image of the brand and improving the loyalty
of customers.

Five Basic Components of Advertising

message The basic notion of an advert is conveyed through the message. It's a representation of
the company's promises or value message. The message also conveys the unique positives of its
products or service to the intended public.

Affiliation Every advertisement is designed specifically for a specific group of individuals who
could be potential customers or consumers who might be keen on the specific product. Being
aware of the demographics, psychographic, and behaviour characteristic of those who are
targeted are essential to create an effective campaign for marketing.

Medium Channel or medium that provides advertisements is a significant element. There are a
variety of media options to choose from: printing (newspapers or magazines) as well as
broadcast (TV radio, TV) and also digital (social media sites and social media) as well as
outdoor (billboards along with transportation advertising). A well-chosen selection of media can
ensure the most engagement and reach.

Creativity Creativity is the core of the world of advertisement. It's all about making appealing
and emotionally-driven content that draws people's attention, and makes an impact lasting. The
use of a variety of components including slogans, images, and humor are used to boost the effect.

Objective What is the goal behind advertising determines its contents and its execution. The
goals could include enhancing awareness about the brand's name, increasing sale of a new
product and making a positive image for a company that is positive. It is essential to set specific
goals to evaluate whether the campaign is effective.

History of Advertising

Advertising is a long-standing tradition that goes back to the earliest time. The first forms of
advertising comprised oral announcements and pictorial symbols that merchants used to
advertise their products. At the time of ancient Egypt, Greece, and Rome advertisements were
built on the walls or painted on papyrus. The town criers were also used to spread information
and advertise merchandise.

The advent of the printing press during the 15th century represented an important turning point
in the development of advertisement. Advertisements printed in newspapers and pamphlets
became standard and allowed firms to get their message across to more people. The industrial
revolution in the 18th and 19th centuries boosted advertisements due to mass production, which
led to the necessity for mass advertising of goods.

The 20th century saw the decade in the golden age advertising, due to the development of
television, radio and publications. Advertising companies were established and innovation
became the characteristic of campaigns that proved profitable. The endorsements of celebrities as
well as jingles were a popular way to influence the public.
The digital revolution of the 20th and 21st centuries altered the nature of advertising. Social
media and the internet platforms brought targeted advertisements as well as analytics and
interactive content that allowed firms to reach out to consumers immediately.

Ans 2.

Hierarchy-of-Effects Model of Advertising

The Hierarchy of Effects Model that was developed in the year 1961 with the help of Robert J.
Lavidge and Gary A. Steiner in 1961 is an well-known model in the field of advertising, which
explains how advertisements affect the behaviour of customers over the course of time. The
model outlines the step-by-step process that people go through when they first become conscious
of the product to when they are able to make a purchase. The model provides a methodological
way of understanding and creating ads that focus on how consumers react. responses. The
method is used extensively by marketing professionals to design ads that help consumers
navigate through various phases of making decisions.

Stages of the Hierarchy-of-Effects Model

Awareness The initial step is to create awareness about the products or services. The likelihood
is that customers will not purchase products that they don't already exists. The aim of advertising
is to capture the attention of customers and present the brand or product to the targeted
market. Methods such as captivating images compelling slogans, memorable images, as well as
media channels that are large-reaching can be employed to attract attention.

Knowledge After establishing awareness, the following step is to present details about the
product. This phase focuses on informing customers about the benefits as well as the features it
is providing. Content for advertising at this point can include in-depth description of
specifications, demos and/or descriptions in web pages, brochures or explainer video.

Liking The goal at this point is to create a positive attitude toward the item. Marketing
campaigns are developed in order to draw attention to the feelings of values, lifestyles or
attitudes which resonate with people. Marketers employ stories, testimonials and endorsements
from celebrities or testimonials to create emotional bonds as well as increase the quality of the
product.

Preference When the product has been successful in generating interest the advertising
campaign should urge buyers to purchase the item instead of rivals. It is important to highlight
the unique advantages (USPs) which the product provides. These could be better price, high
quality as well as other unique attributes. Campaigns and advertisements that show the most
value can be utilized to influence consumers' choices.

Conviction Conviction is the stage at the point that consumers feel a firm belief in the
advantages of the product, and they are certain about buying. Advertising at this stage may
include free trials as well as testimonials and case studies and promotional deals that create trust
with customers and alleviate doubt.

Purchase The last step is to translate the conviction into action. Marketing efforts are focused on
making an impulse purchase. This may involve clear demands to take action, time-bound
promotions, or reminding messages via advertisements that target retargeting. The aim is to
make buying simple and attractive to customers.

Relevance of the Model in Modern Advertising

The Hierarchy-of-Effects Model remains relevant in our current advertising environment despite
the shift in the behavior of consumers as well as the rise of digital media. It is a model for
marketers to design campaigns that satisfy the demands for each phase of the customer
journey. In particular, Facebook and Twitter are often used to increase recognition and affluence,
while targeted email marketing and targeting of ads helps in building trust and gaining
popularity.

Criticism and Limitations

The model does provide an elucidation of the structure, it is based on the linear development of
consumers' behaviours, though this might not always be an absolute reality in every
case. Modern consumers tend to avoid certain phases or revisit them because of the availability
of a wealth of information through various sources. This model also concentrates on the
emotional and cognitive aspects of decision-making, which may overlook social and cultural
elements.

Ans 3.

Print Advertising

Print advertisements are among the oldest and traditional kinds of advertising that utilizes printed
media, such as newspaper, magazines or brochures. Flyers are also used for advertising ideas,
products or services. Even with the rapid growth of marketing via digital media, printing remains
a popular choice due to its physical nature and its capacity to connect with specific groups. Print
ads are utilized by corporations to distribute specific messages, as well as to boost brand
recognition and increase trust.

These types of advertisements offer high-quality photographs, with a feeling of unchanging

permanence as well as a sense of authenticity which attracts certain segments of the populace,
specifically those who would prefer traditional format over digital displays. Print ads typically
feature intriguing headlines, captivating images as well as clear call-to-action that grab attention
and persuade them.

Characteristics of the Press

Accessibility and wide reach Media printed in print such as newspapers can be read by a broad
variety of individuals from a wide range of geographical locations and population. As an
example, national newspapers like The Times of India or regional newspapers like Dainik
Bhaskar cater to a large audience. This makes them an ideal choice for businesses seeking to
reach an extensive or local audience.

Specifically targeted audiences magazines and journals allow advertisers target certain viewers
based on their interest and tastes. As an example, a company that sells cosmetics could publish
ads in magazines like Femina or an entrepreneur who makes industrial equipment might choose
magazines that target engineers.

Credibility and trust advertising in print media is usually viewed as being more reliable and
trustworthy as compared to ads on the internet. In addition, the permanence and reliability of
editorials which are the hallmarks of publications and newspapers makes appearance more
credible for the ads that are featured in these publications.

Engaged Niveaus Print media is able to draw readers in more ways than online
platforms. People tend to spend more time reading magazines and newspapers which increases
the likelihood that they will be exposed to and engaged through advertisements. As an example,
a full advertisement for a luxury automobile published on The Economic Times is likely to
attract the attention of people working in business.

Capability to last and reuse In contrast to digital ads which can disappear within a couple of
minutes, printed ads stay on display for a longer time. Users can visit the advertisements at any
time they like. A coupon, for instance or promotional deal from local newspapers can be printed
off and later used.

Quality Visual Appeal Print media is an excellent medium to create visually stunning and
professionally-designed advertisements that have vivid color and intricate layouts. Magazines in
particular have glossy pages that enhance the impact of advertisements. This is why they are a
great selection for brands that offer trendy, luxurious as well as lifestyle items.
Cost-variability Print advertisements offer many options that accommodate different
budgets. Smaller companies may choose to use classified ads that appear in local papers, whereas
bigger corporations may opt to buy full-page advertisements for glossy magazines and national
daily papers.

Examples of Print Advertising

Real estate agents might advertise that deals with property in The Hindu to target potential
buyers. Similar to a cosmetics manufacturer like Lakme can run a high-gloss advertisement with
a lot of impact on Vogue India to reach a modern public. In contrast, the bakery might distribute
flyers to the local population for customers to attract those that live near.

Print advertisements remain a highly efficient option for businesses that offer unique advantages
like trust, long-term durability and a high level of participation. Although digital media is
continuing to grow, the advantages that a print press possess will ensure that printed advertising
will continue to hold its significance in certain contexts, specifically for creating an impression
or targeting certain groups. an impact.

Assignment Set - 2

Ans 4.

Sales Management Strategies

Strategies to manage sales involve structured strategies employed by organizations to reach their
goals in sales effectively. Strategies for managing sales assure that the sales processes are in line
with the objectives of the company as well as optimizing the utilization of resources as well as
increasing the efficiency of sales teams. Effective sales management involves setting objectives,
managing sales teams, and monitoring the effectiveness of sales teams to ensure they're
efficient. Below are some suggestions to use that are illustrated by examples.

1 Setting Clear Sales Goals

A clear and concise goal can provide the direction and drive for sales staff. As an example, a
company may want to achieve an rise of 15% in their quarterly revenue or gain 500 new
customers within specific times. It's beneficial to establish specific goals when preparing and
monitoring the progress.

2 Developing a Sales Plan

A thorough sales plan will determine the market that is targeted segmentation of customers, as
well as the unifying selling proposition (USP). As an example, a company selling software
targeting small companies could emphasize accessibility and affordability to lure
customers. Sales strategies can assist identify opportunities that have highly lucrative.

3 Building and Training a Sales Team

Employing knowledgeable sales reps and ensuring regularly scheduled training guarantees top
results. Training sessions on information about products and communication techniques and
methods for sales help companies keep their competitive edge. In the case of pharmaceutical
companies, they might train their staff about how to interact effectively with health experts.

4 Customer-Centric Approach

Understanding the requirements of the client and offering specific solutions to meet their needs
increases customer engagement and. Personalized interactions make a good impression. In this
case, Amazon recommends products based on the needs of its customers which makes shopping
simple and enjoyable.

5 Leveraging Technology

Technologies, like for instance, Customer Relationship Management (CRM) software may help
increase the efficiency of sales. CRM software like Salesforce can track sales leads, analyzing
sales activity and automating routine activities. These tools can assist businesses to cut back on
time, and concentrate on developing connections with their customers.

6 Effective Territory Management

An effective distribution of regions of sale will ensure they're able to cover an efficient manner
for potential market. In the case of a company selling consumer products could allocate its best
performers to high-revenue cities while utilizing regional distributors. This would increase the
reach of its business and resources at hand.

7 Incentives and Motivation

Rewards for salespeople like bonuses, commissions or even awards can increase efficiency. A
car dealer might offer rewards in cash or even a trip package for those who are top salespeople.
This encourages healthy competition.
8 Monitoring and Evaluating Performance

Monitoring key indicators like conversion rates for sales as well as the costs related to customer
acquisition as well as revenue can help determine the strengths and weaknesses. Continuously
reviewed reports on performance allow for timely changes to tactics. As an example, a retail
chain may analyze its sales report in order to enhance the performance of outlets.

9 Building Relationships

Solid relationships with clients as well as partners help build the trust of customers and partners
as well as loyalty. Individualized follow-ups and support after sales ensure long-lasting
partnerships. A good example is an electronic business that provides free installation and
extended warranties may be able to establish a lasting relationship with clients.

Strategies to manage sales can be crucial in growing revenue and helping to achieve increase in
business. By setting clear objectives using technology and paying close attention to the demands
of customers, companies can improve their selling procedures and gain an edge over
competitors. Customized strategies help ensure that they are aligned to specific customer needs
and needs and make selling management an essential component of a successful company.

Ans 5.

Concept of Personal Selling

Personal selling is one method of marketing where people who sell to potential customers meet
in order to market and sell products or services. In contrast to the mass-produced marketing,
personal selling technique involves individual interaction, which allows personal attention to
take particular care of the needs of each customer as well as building relationships. Particularly
effective with complex items that need detailed explanations or custom solutions like the
financial sector and industrial equipment. Personal selling relies on communication skills as well
as product knowledge, and convincing methods to influence purchasing decisions.

Personal selling is a vital component of the promotion mix that complements other types of
advertising that require a personal contact. It is typically employed for B2B environments,
particularly for with high-end consumer products and services in which interactions with clients
are a significant factor in making decisions.

Objectives of Personal Selling

Making People Aware Its primary goal is to inform customers about the service or
product. Sales reps provide detailed information on the benefits in addition to the advantages and
the value of offering. In the case of the automobile industry, sales reps describe the advantages
and features of the latest car models to potential customers.

Inspiring Curiosity Personal selling seeks to create interest in the product, focusing it upon how
the product meets the customers' specific requirements. An example of this is when an advisor to
financials will explain the ways in the insurance policy is linked to the customer's long-term
goals.

Establishing Customer Relations The main goal is to build trust and develop long-lasting
relations. Personal selling may build a unique connection which helps in building customer
loyalties. In particular, realtors who keep relations with their clients tend to be more likely to
obtain recommendation and business from repeat customers.

Helping Customers with Customer Problems Sales personnel analyze customers' needs and
develop specific solutions. As an example, for B2B sales, software companies provide
customized ERP solutions to enhance the efficiency of a customer's operations.

Influence on purchasing choices Sales representatives employ convincing techniques to help

overcome obstacles in order to guide consumers towards making purchases. A tech consultant
can demonstrate the advantages from investing in the latest software and assist customers to
make an educated decision.

Collecting Market Data Sales reps can also be source of market information by collecting
customer feedback. These data help the company to improve their products and services and
address any concerns customers may encounter.

Allowing for Post-Sale events A different reason for personal selling is to ensure customers
their satisfaction through providing services after sales. A sales representative for example can
assist with the installation process and provide tips on problems, which can provide the most
pleasant experience for the customer.

Personal selling is a powerful method for companies to stay to know their customers in a deeper
way. When it comes to addressing needs of the customer and establishing connections, it not just
improves sales but helps in the retention of customers as well as their loyalty. The purpose of the
programme include raising awareness, to providing after-sales support, makes personal selling a
crucial component of any marketing strategy in order to supply items that are of high-quality and
personalized.
Ans 6.

Types of Sales Organization Structures

A sales structure is a structure that's utilized to control a company's sales activities, ensuring that
the roles, responsibilities and resources are assigned to achieve business objectives. The structure
is the basis for the manner in which sales teams operate to report and collaborate to accomplish
organizational goals. There are various sales organization structures employed according to the
size of the company and product portfolio, as well as the marketplace and target market. These
are the most popular forms of structure for sales which are explained in depth.

Line Sales Organization

The line sales structure is an easy system that lets authority flow directly from the top
management to sales staff. This structure is appropriate for smaller businesses with a only a
limited selection of goods as well as a smaller customer base. A local shop could have a single
sales manager, with one sales manager that manages all sales activity. This simple structure
provides clarity about the roles and responsibilities of each, however it's not enough to scale to
larger companies with many operational activities.

Functional Sales Organization

A well-functioning sales company is divided into selling processes according to specific roles
such as the generation of leads and sales pitches Customer service, assistance after sales. Each of
these areas is managed by a specific department or team. A company providing telecom services
may include a group focusing in attracting new customers and another focusing on handling
customer complaints. This arrangement allows specificization to improve efficiency as well as
improve the expertise of specific areas. However, it can cause issues when it comes to
coordination between teams.

Geographical Sales Organization

Geographic sales companies assign sales teams to specific regions or territory. Each region is
governed by their own unique operation, taking into consideration local requirements and
tastes. A fast-moving consumer products (FMCG) firm like Hindustan Unilever organizes its
sales teams in diverse districts and states across India. This reduces the cost of traveling and
provides greater understanding of regional market. It also increases the risk of duplication of
efforts across different territories as well as limiting communications between regional teams.

Product-Based Sales Organization

Within a sales-focused company The sales teams are designed around specific items. Every team
is focused on promoting and selling the specific product or category. For instance, the
pharmaceutical industry might have distinct team of sales representatives for neurology drugs as
well as cardiology medications as well as prescription medicines. This will ensure that sales
representatives are knowledgeable regarding their respective products, as well as assist with
answering customers' queries. It could also make it more expensive due to the necessity of
different teams for each line of product.

Market-Based or Customer-Based Sales Organization

The market-oriented or focused sales company focuses on certain clients or segments. For
instance, an IT business might have a team specifically focused on healthcare, education and
finance industries, as well as tailor their approach to sales to meet the specific requirements of
every industry. This strategy improves satisfaction of customers through providing personalised
solutions but requires extensive market study and segmentation to achieve success.

Hybrid Sales Organization

Another point to consider is that a hybrid organization is one that combines three or more of
these models in order to fulfill the needs of businesses that are difficult. For example, a
multinational business can employ a mix of both product and geographic structure, which
permits it to target local markets, and to implement particular product strategies. Though highly
adaptable however, it can also make it difficult to control due to the complexity of it.

An effective sales framework is vital to improve effectiveness as well as driving growth in

revenue. The choice is contingent on the size of the company and product range, as well as the
market's trends as well being strategic goals. Each model has benefits and disadvantages. firms
typically choose hybrid strategies to manage specificization, coordination and focus on
market. With the help of the right structure, firms can improve their sales procedure and get an
edge in the marketplace.