Name: RINI DAVIS

Roll Number: 2114101100

Program: BACHELOR OF BUSINESS ADMINISTRATION (BBA)
Semester: III
Course Name: ADVERTISING AND SALES
Code: DBB2105

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 Assignment Set – 1
1. Discuss the concept of Advertising along with its five basic components. Throw
some light on the history of the Advertising.
"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”
Advertising is a type of communication that encourages viewers, readers, or listeners
to act in a certain way in relation to certain goods, concepts, or services. The most
typical goal is to influence consumer behaviour toward a commercial offering, yet
there is also a lot of political and ideological advertising promotional messages are
typically funded by sponsors and broadcast across a variety of channels, including
conventional media like such as new media, magazines, television, radio, outdoor,
newspapers, and radio text messages and websites.

Five basic components of advertising are

Fig 1

i) Paid form of communication: Advertising is a paid form of communication,

although some forms of advertising such as Public Service Announcements (PSAs),
use donated space and time. In Fig. 1, the brand Brylcreem is communicating with the
potential customers with the tagline ‘for successful men.
ii) Identified Sponsor: Not only is the message paid for, but the sponsor is also
identified. In Fig 1, the sponsor is Unilever, the company that sells Brylcreem.
iii) Influence over consumer: Most advertising tries to persuade or influence the
consumer to do something, although in some cases the point of the message is simply

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 to inform consumers and make them aware of the product or company. In Fig 1 ,
Brylcreem is trying to persuade the consumers with its message ’KEEP YOUR HAIR
GLOSSIER, BLACKER–with cooling white’.
iv) Reach: Advertising reaches a large audience of potential consumers.
v) Media: The message is conveyed through many different kinds of mass media,
which are largely non-personal. What that means is that advertising isn’t directed to a
specific person, although this is changing with the introduction of the Internet and
more interactive media

History of Advertising
Since the beginning of civilisation, individuals have been exposed to advertising. The
analysis of advertising shows that it does not operate in a vacuum. Advertising is not
only a byproduct of the corporate and social context in which it functions; it is also
one of the marketing and communication tools that work together to prepare a market
for a good sale of a good or service. The atmosphere that gave rise to advertising was
shaped by three main influences. The first marked the start of demographic ideals
being realised. Second, the industrial revolution that swept the United States in the
later half of the 19th century included advertising. The transition from rural to urban
society was the third important social change.

The history of advertising may be divided into four broad eras:

• Premarketing era, prehistoric times to the middle of the 18th century.
Communication was primitive at best.
• Mass communication era, from the 1700s to the early 1900s. Faster communication
permitted advertisers to reach large segments of the population.
• Research era, the last fifty years where the improvement of techniques and
technology, the narrowing of target markets etc. drove advertisers closer to the perfect
campaign.
• Interactive era, where consumers use communication on an interactive basis. Rather
than mass media sending one-way messages to the audience, the audience controls
when and where the media can reach them. This has major control implications for
the advertising industry.

2. Write a detailed note on Hierarchy-of-Effects Model of advertising in detail.

The hierarchy-of-effects paradigm dominates advertising theory. It aids in defining

the goals of a single commercial as well as the goals of a marketing campaign.
Additionally, it helps the marketing team choose the most effective communications
plan. According to the model, a consumer or company buyer goes through six
processes before deciding to make a purchase.

The following are these six steps:

Awareness
If the majority of the target audience is unfamiliar with the product, the
communicator's job is to raise awareness by repeating the product name in

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 straightforward messaging, possibly only for name and recognition. The brand must
be known to the consumer.

Knowledge
The creation of brand knowledge is necessary at this point because the target audience
might be aware of the product, but may not know much more. Understanding the
brand name and what it stands for becomes crucial at this point. What are the benefits
and unique charms of the brand? What distinguishes it from brands of rivals? Who is
the intended audience? If consumers are to be brand-savvy, then questions like these
must be addressed.

Liking
How do target consumers feel about the product if they are aware of it? If the
audience has a negative opinion of the product, the communicator has to know why. If
the adverse opinion is founded on actual issues, communication activities by
themselves will not be able to eliminate it. When a product has a problem, you must
first resolve the issue before communicating its improved quality.

Preference
The target market might enjoy the product but not think it is superior to others. When
this happens, the communicator must work to increase consumer preference by
highlighting aspects like quality, value, and performance. By comparing audience
preference prior to and after the campaign, the communicator can assess the
campaign's effectiveness.

Conviction
A target market may prefer a certain product but lack the assurance to purchase it. It is
the communicator's responsibility to increase target audience conviction.

Purchase
Finally, while having conviction, some target audience members can put off making
the purchase. They can decide to delay acting or wait for more information. The
communicator must need these customers to make the final purchase, perhaps by
giving them a discount, a premium, or a free trial. This is the point at which customers
actually look for information or make a purchase.

3. Discuss the Print Advertising. Also, to explain the Characteristics of the Press,
include suitable examples to support your answer.

Print Advertising
Print advertisements can be seen in publications like newspapers, journals, brochures,
and on other printed materials like signs and billboards. Because they can pause and
reread, read sections out of sequence, or progress through the publication at their own
pace, readers find that reading publications gives them more flexibility than watching
or listening to broadcast.

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People tend to spend more time with print and fully comprehend its message since it
is less ephemeral than broadcast and more tangible. Print offers richer visuals, more
in-depth information, and a longer message life. Because of this, businesses looking
to target teenagers with clothing advertisements may find magazines like Teen Today
to be helpful.

Characteristics of the Press

1) In depth coverage and permanence

While newspapers and magazines can provide thorough stories that can be read,
reread, and retained, if necessary, radio and television are both fleeting and
typically brief. This is true even though a city newspaper's lifespan may only be a
few hours, as many publications last for a while. Items can be clipped out and
saved for future reference. Magazines are read practically everywhere and have a
sizable pass-on readership.
2) Variety of subjects covered
Newspapers represent various linguistic, ethnic, religious, and class-political
groupings. Magazines cover a wide range of specialised topics. This is possibly
where the press excels because it allows for the targeting of specific and well-
defined reading audiences by choosing the appropriate periodicals. With mass
media like radio and TV, this is impossible.
3) Mobility
Nearly everywhere may be used to read newspapers and magazines. For instance,
at home, when travelling, at work, in a waiting area, or in a library
4) Results assessable
It is feasible to compare the pulling power and financial efficiency of several
periodicals by employing coupons and the conventional use of "keys" or codes
(which indicate from which publication the coupon has been clipped). By dividing
the cost of the space by the total number of responses, evaluation is possible.
5) Statistics available
Net sales audits and audience studies are conducted in industrialised nations and
increasingly in other nations, resulting in a plethora of statistical data regarding
many newspapers and periodicals. The media planner can present computer
calculations to the media salesperson to support the suggested space and airtime
bookings in the media schedule.
6) Improved printing
Most newspapers and periodicals are offset-litho printed. Since the dot screen
used in offset-litho printing is typically roughly twice as fine as that formerly used
for letterpress printing, picture quality today is excellent even in black and white.
Since halftones are created with more sharpness and the paper has a finer finish,
magazines printed using offsetlitho are typically better printed than magazines
printed using photogravure.

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 Assignment Set – 2
4. Explain Sales Management Strategies in detail, include the suitable examples to
support your answer
Sales Management Strategies
A sales strategy is a plan that puts a company's brand or product in a favourable
position to obtain a competitive edge. Effective methods aid the sales team in
concentrating on target market clients and communicating with them in pertinent,
significant ways. Salespeople must understand how their goods and services may
meet the needs and demands of customers. This is communicated by a good sales
plan so that the sales team may focus on the correct customers at the right time.
As a result, considering long-term sales goals, examining the business sales cycle,
and speaking with salespeople about their individual career aspirations are all
necessary for planning and developing an efficient sales strategy.

1. Direct Strategy
With a direct sales strategy, salespeople attack their competitors when talking to a
customer. They talk about each feature of the competitor’s product and compare it
to theirs. The term ‘Negative Selling’ refers to a direct sales approach where sales
take place based on a downbeat of the opponent players.
2. Indirect Strategy
Indirect sales approaches apply more subtle techniques by demonstrating features
and benefits not available with the competitor’s products or services, without ever
mentioning them by name. This more sophisticated, positive sales strategy
requires research and analysis of the competition.
3. Relationship Strategy
This strategy insists upon establishing and maintaining a partnership-type of
relationship with the customers where mutual support, trust and goals are nurtured
over time. Here, customer is treated as a partner.
4. Double-Win Strategy
It is simply a win-win situation and both the customer and salespersoncome out of
the sale deal with a sense of satisfaction. Neither seems totake advantage of the
other and both benefit personally and professionally from the deal.
5. Integrated Strategy
Integrated sales strategy is nothing but consolidation of selling and distribution
strategies.
6. Client Centered Strategy
It focuses entirely on selling process and efforts on the client’s needs, problems
and successes. The strategy demands full knowledge of the client as an individual
and as a member of the professional network involving everyone who may
interact with him/her in his/her work. It also demands an understanding of the
client’s personal outlook, attitude, views, opinions, reactions to current situations,
etc.
7. Hard Sales Vs Soft Sales Strategy
The main purpose of a sales team is not just to make sales, but to identify potential
customers and create new customers, which are important aspectsof a sales
strategy. In the process of identification, the salesperson may use two strategies

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 hard sales and soft sales . the hard sales takes place without acknowledging the
buyers, whereas buyer is greatly acknowledged in soft sales.

8. Territorial Strategy
When selling one product line to a single industry, with customers in many
locations, a territorial sales strategy may be used. With this strategy, a sales
manager will assign sales representatives to exclusive territories in a given region.
These representatives will sell full product lines consisting of multiple products to
customers in that territory. A good example of this strategy is food equipment
sales. A sales representative for a commercial food equipment company will
typically promote the company’s full line of products when selling to restaurants,
school canteen and cafeterias in their defined territory.

9. Product Sales force strategy

When a company sells along product lines, a product sales force strategy is
frequently employed. With this tactic, a sales manager will demand that their
agents concentrate on selling a single product or a small number of well chosen
products. Managers employ this tactic when there are several complex items. This
tactic is frequently employed in the healthcare industry, where a salesperson
concentrates on pitching doctors and other healthcare professionals on particular
products that are essential to their specialist field of medicine. Therefore,
developing an efficient sales plan includes thorough company analysis, market
research, understanding of competitors' actions, and awareness of current trends.
Thus, creating an efficient sales plan presents a number of difficulties for sales
managers.

5. Discuss the concept of Personal Selling. Detail the objectives of Personal Selling.

An conversational conversation with potential customers of a product with the goal of

closing a transaction is referred to as personal selling. It may begin by concentrating
on establishing a rapport with a prospect but eventually aims to make a sale. One of
the most crucial strategies for reaching out to potential customers directly and
convincing them to purchase the products is personal selling. It involves the
deployment of a sales force to support a pull strategy (where the sales force's job may
be confined to helping merchants and offering after-sales care) or a push strategy
(encouraging intermediaries to purchase the product). In addition to selling a product
to a customer, the goal is to turn that customer into a devoted follower. This can be
accomplished by presenting information to the potential customer in a way that the
customer is convinced the products being offered for sale can adequately meet all
needs. Personal selling is the art and skill of influencing customers to purchase goods
or services by persuasively presenting them.

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 Objectives of Personal Selling

i) Building product awareness

A common task of salespeople, especially when selling in business markets, is to
educate customers on new product offerings. In fact, sales people serve major role at
industry trade shows where they discuss products with show attendees. Thus, building
awareness using personal selling is very significant in marketing of products and
services.
ii) Creating interest
Personal selling involving person-to-person communication makes it a natural method
for getting customers to experience a product for the first time. In fact, creating
interest goes hand-in-hand with building product awareness as sales professionals can
often accomplish both objectives during the first encounter with a potential customer.
iii) Providing information
When salespeople engage with customers, a large part of the conversation focuses on
product information. Marketing organizations provide their sales staff with large
amount of sales support including brochures, research reports, computer programs and
many other forms of informational material that help the customers in their
purchasing decisions.
iv) Stimulating demand
By far, the most important objective of personal selling is to convince customers to
make a purchase. This is possible only when demand is stimulated and created with
various selling tactics.
v) Reinforcing brand
Most personal selling is intended to build long-term relationship with customers. A
strong relationship requires regular communication with acustomer and can only be
built over time. Meeting with customers on a regular basis allows salespeople to
repeatedly discuss their company’s products and by doing so, helps strengthen
customers’ knowledge of what the company has to offer.

6. Write a detailed note on types of Sales Organization Structures, include suitable

examples to support your answer.
When the sales department is organised properly, it will have characteristics of one or
more of the following four fundamental types: line, line & staff, functional, and
committee. The organisation assumes a structural form as a result of the division of
tasks into positions and the mapping of positional relationships. The two most
prevalent forms are line and line & staff. Organizations with committees and
functions are uncommon. The majority of sales departments use hybrid organisational
structures with slight changes to account for individual personalities and meet
particular working circumstances.

Types of sales organization structures:

1. Line sales organization
2. Line and staff sales organization
3. Functional sales organization

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4. Committee sales organization

1. Line sales organization:

The earliest and most basic sales organisational structure is the line sales organisation.
In smaller businesses, it is commonly used. This structure, for instance, is used by
smaller businesses with a restricted geographic reach or a limited range of products.
the highest ranking official to the from senior sales executives to below-level
employees. Each executive utilises line authority,
Each subordinate has a single boss who is one level above them. Responsibility is
unquestionably fixed, and those in authority also make choices and take action. rows
of Vertical lines of authority go through the building. Additionally, everyone on any
given organisational areas that are level are separate from that level.
2. Line and staff sale organisation
The line and staff sales department, which employs a sizable number of salespeople
and sells a variety of product lines over a vast geographic area, is frequently seen in
large and medium sized businesses. In contrast to the line organisation, the line and
staff organisation offers the top sales executive a team of specialists and experts to
support the sales function in areas like dealer and distributor relations, sales analysis,
sales organisation, sales personnel, sales planning, sales promotion, sales training,
service, warehousing, etc.
3. Functional Sales Organization
This type, derived from the management theory developed by Frederick W. Taylor, is
based upon the premise that every individual in an organization, irrespective of their
designation should have as few distinct duties as possible, so that the principle of
specialization is utilized to the fullest extent. Duty assignments and delegation of
authority are made according to function. No matter where a particular function
appears in the organization, it is in the jurisdiction of the same executive. In the
functional sales department, salespeople receive instructions from several executives
but on different aspects of their work. Provision for coordinating the functional
executives is made only at the top of the structure; executives at lower levels do not
have coordinating responsibilities
4. Committee Sales Organisation
The committee is never the only factor in the committee sales organisation of a sales
department. It is a strategy for setting up the executive group for planning and policy
creation while leaving individual executives in charge of actual operations, including
plan and policy implementation. In order to develop training plans and create sales
training policies, many companies have a sales training committee that includes the
general sales manager, assistants, the sales training manager, and possibly
representative divisional or regional sales managers. This committee typically meets
on a regular basis. However, it is the job of the company's sales training manager, if
one exists, or of the line and/or staff executives in charge of sales training in their
respective regions, to implement these plans and procedures.