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    ADVERTISING 10 YR

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    Advertising 10 Yr

    Uploaded by

    Rohan Maurya

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    © All Rights Reserved
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    SHIV DAS & SONS Publishers & Book-Sellers SYLLABUS: B.Com. (Hons.) B.Com. ADVERTISING AND PERSONAL SELLING apverrisine ancien ae cee eee anes Re GONAL SELLING 2007 Fi ea nn es wht Rae Tite 9 - st Fee eave of is couse ak een rm MH a edie, ns eee ng wh soe | iy for maerng ay andgeand By advertising? Di | “ay aging of te sas oben and SECTION A: Advertising | following prods Give Redla would you suggest for advising he at tance of sversing: Types Ans. i eduction Meaning, nature ad mos yen ietution Met ayers and susie ta SPE ing ih %, ing is 3 nonrperonl, mass method eoey ie se | Gammon ponders AS male Reet ANSE Sis. Mujer media peste mess a in fae pie ideas an Mee pmo te, sie or piers icc oat ing cpr ERE, ce ca ag kaa ae Se ptt: Avenger et Somubertes Me ated neanenarmes Ce a pases sare ti dt vk ar Cee a mans nace begat ot on natn deen reo aoe Feel nee eek nat aati tg sccnon rm lg Cerda caesar 8 oe Jeers ens hate cme, ei ce manager pra tine Tysol ee Thee gee nye Svan The cee + gta ee harpoon ction Nat gps Persone sling ae sls sang stations or a aeons custome Snowe in o Gears 3 ce a mae inoinee IT Nee pon male = Se a Eg, Pepene, Pesremh om PE, ton Teme "to par] Rp Bean Pr seston PRs oe in ev of 7 mate sales force. )Maintain product and Vn Objections Types cbjestions Handing bjetions: Clasg eee ‘Ble, Costomer fllow-up. JP Suggest ne icpenen nt ae I Py ga oxesew is oreasing Seta Ge fen, gh s Sales quota Sales tertories ees in (Cemanston. Reminding ue when to viv: ft blgm heen Bid band Firs, [Rand fn at he ni Vianagoent of Sales Fore, Recatment and sclction: Train protat witbe eae Numaenent farcion and. supervision: Sales force motivations Extn how the | Ateny the near futur, “empereton Sales force performance appraisal Fi waa [tte Satie dry i Leoopetions adeeising [off seneng) na va advestinement copy, tHe Next reining Media Having propor, vite (Advertsing Metis INI, Petra capable of accom he ra step & 1 fs owt fag ye gt er of isaree sete bona cid Pe oak at gehts roe maa eee fee ley ar en Somat not of tt "oie ime fnew , Ea Rregn i speci tn dpe me revue et Se aig a i ir a yas ae “oe in al er te pce om sce eect Geer “oe Aa sae Sly a ce ma cng cha ot 5h adage Ses a Metin rer, ales ae my = ey het mai enn yma irs Ou Sr re Fp agro ecg re ee 9 ann ire Ao eee ecg po Se ate! il en he eyo be roi hp of ome ET ange ah Cea | Dict oe of to dit ae inet, ist mae 5 hah et oat ith ort Sine "method involves the use of | ° |) “The maj recurrent decision facing a firm is how much to spend on i aoe a tit common neti doped fer sen Seg ape b are ey te avenge Discs the advantages and sano of Con erg, ‘ rector le andar fr dtrining how mush i her Cetin fon ea! lig and fw ach te 2aTfuage Das w sch platen element Asn may ave Be ‘Semana cdg a ae pepe ar ecg ie show By ii ee ct pcan ‘Set frie ependie Aoeou eran one gna cep wet ha caer arth a uel a sal lng Ue competion sn see Sins ae dir, fring cxpendire wees 10 wo areas (0) CH elt oe Ser Btn fate om ely. ie ts compen prs ch 8 = seth es i tn ri pele trbter peg cer a eed eam sieenienorarr ear ase Siaeiagmebotace wane aoe le monte ou et Tc eet ca a ts Sobaacita diet nemecauct Sia cients tages Foy erebe obs Si a ne ame ce = de HEP SAS cere Set icy Pere pel Srinme oem Skee saces oo oo Brana te soem td PEs ream mies Solos creer os (© Fans apalitle nnd Te ater or the smut a ty cer Ea meets ‘ 0 Sa et AE crm ear ee ihe tans teen aerang at conan to os. on febaecnaaad Samicscacon ere Sis ee ee ee Fe cae ene eee oa anata et maples at as as poh ae oe ete es ny sin ts BEES Se gee cer tin Beirora astm mie san mets {Bhoettgp: a tee sre ators ella eal espa ec eee En aac ce eee anu iS EGR gn gry Soppceme eats Eset en sens ire vaseralanear eas Sane era a me a, Talo ads rch 2 lage percentage of the popul rate nl Ke bie MOSS Fern sce aad tacos snes have Tren the eavig Feet a Seti re a aa lieivence? ‘Ane Advertsing appeal, To be flee, the advertisement copy shoul | teal the gap etre the aver andthe readers The advertisement con Fe ohne! an roto apes “fe aherseren sh eps the sentiments and feng ofthe people for snr tment Ths spel ettanely necsaryi the ease of prods hat ) Sy lec an pri egg ey raf cy | mn Alou iy Sorte oats Pal eae feet! athens peter arti — ciara nvethonens Tabuliing te number of tedempins oon as eta Sy ker al os Siew ais Say ruse eee Ca “ sales volume atbutable to an {0 predict sales measures the number of us ect fram an sda vrs 4 ht fers atonal information to prospect who ile tes. Te are Real Te elton eal Test! based onthe premise that. “fst ony Ws peed an rapt mn atom aca ave Tce common wcll ets ae “iy Recon. The sdreisement ssh to the pple and they re {hed i they have seen It before. (2) Aided tel Teople ae hed whether they can reall any Inverse fora pate ean (0) Unaided recall Toole ave asked whether they con remeber sving ny advertscment within sn Mentled prot etsy einen ae constonly bing aden adver ting Deeoprens in arent uch ortory st mats compan solos ot promise fare lature, However te comply of econ raking combined rth tbe ‘Rand of inlucres en the yen wil conde take measuing the ‘Hecvenes of adversing 4 aii sk What san adventsng copy? eta is elements 5 Mine a ine two methods for meaarng advertising effecvenes— cobuniction eet nd als eet should be used forthe following 6 "Black and white TV: (i tare = ng ntcetsng Copy. The woud set convey the adverting eso sere The opp ie aim of adver copy Bat sal be so Sere A fumeanges Sey and then aed upon A gon copy poe ‘anc rot em sty over nets ae es. Searing hme ares ono ee of he mace the Se uate te pai sar and he peso appenis whch ote Be ret agora a chcting heme COU be wllatan, forsee, owatte male Taran ccnp and propeave, new produce sai Sone or ten oe cent copy should bie the gp beeen the aes and he acti allowing oor To Be ie abuts ut shou be Peet Wan atvetsoment iy We at of providing a sb someting a (mat Rv a perma pe £3 teShutring Carte poi th verter in rs of es Gt shin be Inagotve ba ever milo {3 tee ar sm ace nll wich sould bein a arse rm Epi h (fa cope of tating te prope an co ae as nacompng te aertsing gol he “ht mec Comeion Bo sant ered wah owe he ft Se ee ae ant to mamas the cticivenes Nene the sees pe: neo he rece oy wy ape ey San, Respeents css fom diferent ois Retipnarecl backgrounds ae ested to id out the Teel of case SU SGEGReoaw tat have boss achicelwhen reading the Shvectsements temphosiing tute foe talking t0 someone about sorters a pac ne eres (0 Se atc ae Ho ST on aoe Fl uae man Speer Soe penal et ee at eat eo Sy weal Sse ete Seite tS store str i et aye me OB Roem hea Seaweed erereaie a yam denen Te ey te nse ig Gr pa ea en a oa ee Pee sn te "te anmeit y| ashen panei ae See ae sei Seo ee tones ihc at dena ee ae ait ceri eter Se Ls ee arn Wa te mtn erties epee ; ari rts a ae cree Sr ea el rg a tae ie PRE oe res Ta tot rege cn ee myers ast gece samp ol hrc aie te aoa Se ae Sea et ey eet a acre begets ie ess ane noe) rd _genere] marketing assistance. * "1 eee eee substantial part of its marketing mix will usually have its own advertising: Seer aeeeas oil ew bon Soe marketing concept, the advertising de “head eg ee per a vee Sah aap rng on sve Simtel se ek Teme lpn ma ne po cra We rca aie Cone to determine the amount wf opted to rods etn ol la i mnt te Tromce and dase neque onde cove thigh nospper a, {Sevsion Indira pacts ke a mae machin, eke ec med {ecw coverage and an beter be adverse gh tate ca ad Proeenl roi "The ram, peagaphil focaton and purcing fame of pend cannes oui regan impact oa te choc of averting mea Gunde slays lol inna Deters an cl ewspopers ae outble oe feet niet, Rain and telvson sre one appeepest or vertigo he "Te lc of pope whom the adverting stags very sein itera and per pope an bater be appro frog ri. ins and Ivison, Newspaper mayazinc, out diaplays and et mail may be {sl comey te mexape foe suet snd wed cbr. The ‘St newsyuper on magne in tonne of language and eames should be Scocedin aw of he notre of audience, the since may be momen, Itsmape, profesional te Tee or st eae howe fh pr nd or (a) “Advetising shouldbe soil, ely well as eal responsible” comment — ‘a 5 Ai) Wie a note on buying motives and sling apes. ‘ fans) Advertsing ote rfl the changing cla ales of» sce. AE sie i el nets change agent We og 0 sould nt gh of the development! forpecve: Te adverse are response for Banging 8 ew Lind of “gttien to muicing "Gln promotes the ner) Commerc! values of expan and proering st Ue expece of the tkvcopng wow Such advertising can as dsr the evelopment pris ot poor conte io averting conti tah ot abot tat, but socially sole stands of este truth hast Be ight ns apprseh ant ces ness moa b drive fossa aly. eth eal adesting falc Bese acer dling ue wl Be ple scone oer. Fowl ose gl never, not only or ne prod ut pei For ite Preeti i mura foram avert to dive hs prospect La Fret courtesan stings aoiat uth in adverisrons, Consumer Ceneciouen ls presi the arte to be eth ad rath Thc aes con sit the demand eure to eight, Vlgiies ad neal distros oe had ne fo ering tibet to ember tat Ceca advertising ba Busines. TAdvetcements haul! cof To ws and shold not offend meray, dcency atthe rlgos suscepti of people. No diparging ot eal mans of ier produc comparison wh thn should be mae, ‘The Consumer Potton ACtT966i desiged to protect consumers against Atcptve averting some extent i jo move an individual to seek otis ia! A mote: 2 el ee enn he ier eels depen sats, ang mt a ingens ge tem: AL ane encores ane ge i 10 fk abo tht mies fo ie Fane eo a cA ced el hey ae amare of ang ma tt thes. A woman may BUY MY the ran an fer ac ption the rghourond. hem cara om fo cere tee st fhe hd evel whee even he PS et es stg te Buying ations, Tes are ed Soe cthcecewe mates eo seiner quay ls 1 cake nt sects cr crch_pprachs are employed a angie ang asl nw mH, Enter oct and then ducing bow i fits thei ves a re tg me sre ee PP sprain pe oe eo me (0 Prospecting (ii) Pre-approach. 5 OEE and sk ofa sperm sing hes, 6 Bese hg ces 2 bl eqn oot at 0 0 re gh» prope ber Ths prowess eas © SERIE Ae tt and ee with 9 flea fo ene caste SEEESO SS TST To tly fo ge the cst toy 2 G00 oF +7 Prospecting, The fst step in personal sling is elled prospecting. It Tieton pietal cme nd then using tet SESS SELASBO SEES purchasing power outoty ond weingess 0 TOE Selmi wiles bay, telor cn sek norton about 9 ‘eimsip wit fe pect supple To determine 2 prospects ran iyo py esl cn er cet tg sees For Pushold {eu sal bit an ar lean get rt ifemtion em Toa ont eee Bc cermin the ving sutra aller shoul ‘tye om or rare pono wt ittuece he buying dion, {@Peappond Blo ling on prope sks pope seal al hey con shot te perso compan to whom they hope to sell. This pre Spproch nang might nce ing ot wht prods the prospects ae ‘wang und er reste tho procs fn ses to fuses aling {Sle rting mam al il at fo baying dco ae made {becomes onansitonsaleeprestative can angel the right people i she knows tot ifr athe, Wh i * fateleper, hn inenst and/or ls Be hyn ein and who stay meee Pca Sis ol abo sold ytd out th pesena abs ad etree of ms Ss pple sd yo gt a te torso ey caso thet "8 Coca tee Framitons scr ond buyers. acing ae. Ate explaining the product and i bet, 2 Se {dose the ale at tin the estomers agent buy. Theses pr * ay pesodicaly venture a rial else to test the prospects lignes to buy. By posing some “itherr” quetony, salerperson can bing the presentation io hea. The Wal nee mportant Beaune gies the Salesperson indication of how nev te prospect tos Seon. ‘The tal ‘doc as Tends to bring out the buyers chjectons. A sake-peson should ‘rcourge buyers to sate their ckjeons. Then the solerperson fas the lpportuity to meet the cbjectigns ant bring xt aims product bets reemphosce the previously sted pots, A sleperson mst uncover the fea ejections before being able to owe 3 sale. ‘or (2) Write nots on {Approach (in Presentation 5 (0) Write notes on: Ua'Handling objections; i Customer follow-ep ‘ ‘ava. 1) Apron It to aac attention and gererte curiosity of the proapect If the ales person was eferred to he prospect By a customer the ight Eppmach might be to stat out by mentonng ths common scqosintance Ebrtmes teal the “Sond co sen me apprach’ Ora salesperson night Eggs the prodoct benefits by making some string staterent. After tracing the prespec’s attention, the tales epresratve can hold it and stimulate a {lsd the product with sales tlk The sale person must always show how the pratt wl beet the prospect "id Presentation Salesperson shold ty to find out the personal habits nd pecerences ofa prospect Salespeople should try o get all the information they Exes so thot they will be able tale ther presentations 1 individual buyers ‘ith the appropeste poeapproach information, «sake-person ean design a sales presenton that will atet the prospect’ tenon, ‘Some companies tain thelr sale people to wse a canned sales tlk Ley a memorized sake presentation designed to cover al pins set by management. [Al representativs give the sine presentation, verbatim or with minor changes. Nowadays, fleable presentation is made Such presentation can be more al ae sored for individual cstemers’ needs “b) i Handling objections As pet ofthe presentation, the salesperson may pevcaicily venture ttl clowe The tril lose ters to bring out the buyers ‘Sbjtions A snes person should encourage buyers to state thei objections. It provide te aes-person an opportnity to mec the cbjctions ano bring out ‘ditional product benefits The toughest objections to answer are those tht are lunspoken, A salesperson must uncover the real objections nd ty to satisy the buyers before being ale to close ase Ua Customer follow-up Procring orders from the customers snot he end 9 the AIDA te, Attention, Injerest, Desire and Action. The final stage of selling proces fa series of posal atte that ean bul customer goodwill and Ln the groundwork for fture busines. An alert salesperson will fellow up sles feire that no problems ccc in delivery, Bnancing, installation, employ training another anes that are wits to customer satisfaction. These activities the salesperson reduce the customer's cognitive dissonance. n this final stage the sling process a salesperson can minimize the customers dissonance by £2 sammaring th pn cen nl phasing how sag Qed oe mien Sses Qua Eomie te wrong TE Aeterna eine npn eotirennn ~—r Am 6) i, QS gas a naive meas of he Gee oceans ge oe Shee ack wre ee ea oe [Ek ac cota An aa "geo mum Ted GH Exec Grama Tet SI at mt iano BRE anal ink ee ans Frere (2) mst exe | 1 Renee mention ar the ated wih int, | (9 The sons shoul be asl by an avenge saesran Selton af he quo is primarily dependent on the nature ofthe product and | stems The guts oy be | (0) Sats volume quia The quota is baad on the volume of sles ie, uber fui tobe eld. | (2) Gros prot quot, Prot isthe min ingen for dein such ome (6) Bipense guts. I is aso don he sling cot (9) Activity quot ects quantity of work to be te nega to the number of prospects to be cota (1 Te comperston of sles psa the compare that wh colod Budget quot. teats to hesping out. 1 may be tod every day. roel lps fhe mach ete ‘eosin progres snd compete "i os fee ra Scat ie nthe cacao lr of ee a Ear atop dodo nega ee a Ne ent le fact tat ttn eel tebe ee $ tte comerton the cmt pan) {dsl te gay ccnp ne Seaton an ns ats Cea Calon oat log tht the sles representatives were recommending neces nepatr The sale rspecetnves ere doing hs tence ‘quote an “boost ther commissions, must be: tememered tht oe ermperation plan w motivate skyforce should be atthe cot of catomer serv Ifthe cmperaton plan is devised in sch aay tat tess se ‘wth sles, every saeenan woul strive had to get te maou (a) ety explain the methods adopted for sales forecasting, 5 (1) “Qualitative and Quanttaive Approaches me ually important fe Peformance appraisal of a salesperson” Comment giving tee et ‘Ans. a) Meds for sles freanting. The tees sede forecasting ‘market Pole and sles ae trove of exrapoltion, ator” eee ‘model nd poling (0) Tatapelation techniques, Thee only the variable of iter a Back for fate proton of ht vance hee fens decomposition and exponential smoothing ae some ofthe wea eed for espolstion 2) Corton techniques. These procedures lise past watonhips ‘tween the variables to" be forested ‘and oles varable, nay ape Income, cust ivenoy level et that are thought tobe eats the pect Ting forense. (@) eanomete techn gues. They are “iss empial” than comelave ‘dali the Sse tht they are base on some underting Way aes he ‘ehtiohips Wot evs among et of eonome wanabiog ) Poting techniques. Sales prope and excctves may be polled with ‘ETpe Lh sls oto and executes may be pled wit eopea at Inthe caw of ene vent We These opinion maybe “aneegat” comer ‘Some manner 35 to refit the epinions of market station, These procedures, looked upon lo “hehe: hanes ‘exinigues may ead aly accurate frase tnd can serve ntce ‘cheek othe rezonablenes of forecast derived from more aaptar seein Since new products have no sales history extraptionas.9 thd of es forcing’ not Fossble, Corration, congmette model anal pol techniques ate applic sae en tage (0) Sis execu procudurs utize past changes in ass for compensation decors eer rena ‘ana hep sles people ent epprntsoimprong Se ne ak panne ind sate fan Soa he eo ee ah alton, Gana tas general have he sangeet hg ey Pein” Gualtave fae sitegh sen lcnae eee Seb odgenet of he ashton Te titer ype asain’ pasa however he acres a Lf Sting sds ait ch a epee ee ee Sls france sh be est in te of apt eer) nd ou (rong sc as rune apr ay O28 ua ey, an xs sch sls ote oe mE PW 9 ee ling yu be mh caer i conde bse nly on ee ca hd mete acta pra he anaes ce Haine fac rast Be concede ihc a ospenees poem — gramme wllapprae a cep efomans Hee and pose Otters managetet m2 B mise B.Com. (Hons) ADVERTISING AND PERSONAL SELLING 2007 ou Tie: 3 ows Maxi mais: 75 Anse a tos 0.1.0) -The base objective of avertsing i to increase sles and profits” Do yeu agree? Give reso. 5 i Trtin te waousndvetsing media using suitable examples. 8 Mee eating De sles goal sone nat am indication of averting cittivdtna Nan other lato infsene product sales inchding product Stanly, pee fe Ine poncple of DAGMAR becomes elevant. It is ‘Dahang advenng Gris for Messed Advertsing Ress approve I Dimesy overt got moo ss quta but asa peti ftom a rt ene in tre of te eft proved an advertisement can ether make the ‘Sonumer aware of the ext of» preduct provide the consumer ith ‘Shean about it eoavinge the consumer ofthe products advantages Ove Empelve olerngs or actually encourage the consumer to purchase the prod "The purpose of adversng is nothing but to sell something —a produc, 2 serve oro ds, The el eojecive of aversing is eecivecommunton tenwcenprodocers and consumers. The ultimate purpose underlying all ‘Miversng, & inceaed awareness. Some of the speclic objectives of ‘rertsng art a ake an mee sal inform bouts prot aval. = telp salesmen by bung an awareness of product among reales increase marke share a = develop ovens matic = meh ne sogment of population within existing areas. = ete 2 eatin fe serie, ait or seach strength = bul over company image and Brand Recognition, ~ et nmin buying action Advertsing i one ofthe sales promotion techniques. It is designed to move 8 | Prospect dost 2 sale The base objective of marketing incensed sale 3 ‘rls, Advertsing ioe ofthe sements of marhetng sa: Further, individ ds may not be aimed at producing inmate raul tnvertsing mei se cope a he aetna Senet ty edn ee once Sa nadie Sak sper SS Seely rare ice mb» ep ee 1p ae ace lle eS a Sa a Sine rears eae face Sa Se ee eee Tkpcreriane uopapeesiy aes one Teac ee ee See iit ee ee eer eae ert ee eae as SRE SLRS Seopa nt a ep re a ‘number of people. “s or (a) What i fae and deceptive advertsing? Explain and ex {5 What bs advising dat What fats would you sider whe selecting stable averting media? ‘ "Ans. f) Adversements beome miskaing when fo ae intndonlly cited or fae cate are made. An examination and comparison of vans rods wi thir verticmens wold ex eval hs xt ist we {beam tht “our T sets would guaantefelng euble ee seve” o "our ‘washing Sop tegen washes fs more clohe sd hse re waned ies, brights and safest: Ia cansmer ft ae induced to buy goods hat tol poses the uals averted, ican oly be treated file sepresentaton, {Te Fora! Trade Commision Act 114 (USA) tars this bind of selling seth In India growing concer sein eh git hs Kind of dcepte ‘Hverslag The Schr Comme wants he adres to speak the rath ad othing eke recommends that fling cto the sete should be dered 2 uni trae practices: (1) Mateding advertisement and fabe representation. seller should not Iakely represent rade, componiton, ohh go ave ofa pea tra syle or mol -_ {0 th de js oe wbuil e 2) Ont of ils oe prizes with spacing romeo cant re Canstmer Protection Ack rn rein tonne x : Sr ae ia mode tng wich aes et lt oomph to thing eA ih tention of he nid sen: GFeence tai nthe dese 39 meee mat perp of advertising is 10 sl ee motte advertising medio ste Smoke tnd te choke of eda a otc, Averinem ned 0 mae eves to determine hich spel wis, secne hand goods oF new gous, Tae intention of 10 proving them ang oa is designs to proteet ONSEN aging | oy ro | vet oe sting that ee th hd plac. Both te bythe apes and he fret Share ach ote ices verng medium to Use Tr which type of medivm wil be uscd? Newspaper, Sogn o Dit Mal 2. Eh cgay ofthe ected medion wil be wed? Shichi ees wil used? Face tht ifr the mi te (Odjecer af he adverement The purpose of» popular and te] pbel cere amp nee wc ed eth comps Per eet apne fer sapeoplthe company may vlan tae noc’ wet 1 ace ck acho nempape io 37) te meds tae | i} Anente coernge The anc recy he mim shoul mah royeghicas nheh te pod dtu. The sled eam See saved ype ef plop wis mnunum of nase coverage {@) Requirements ofthe message. The medium should be in conformity | ‘the message. Food products, floor coverings and apparel are best pt ‘uy tors may be stb mdi wih very re mesg teat sk morse eh ‘@) Time and location of the buying decision. The medium should 2 ste cates he nd whe eye a oman He {Media cot. The cost ofeach medium should be considered in relation 1 8 ‘amount of funds available to pay for it and its reach or circulation. Generally: ‘Siet newer von execs se ef many seer 2.2. {a) You are asked to prepare an adve copy fora cel phone 6% te be inteted in a newspaper. Explain the points your would consid Ph als te ea = flr the exetuion of a * smear elecivene? ine eas capa i neces | Ans.) Poins tobe considered in preparing an edvecusing cop 72 one tore in preping a slverngcopy television, radi oo The inva advertiements man accomplih Ah attention of the ner aden tec rel aioe (tae te tn The mo cmon to things (a) Get aed bo tit audience inthe dese ‘Surprising, shocking, amusing and arene nee In an toexpected manner. to gain alteion ares curity are all commen ech Eh ad ssn ting si tein, rete a fo The message must be in such a way that the product features are related with praia waste geal acai ene see inept oan ote! man we cela ceeretee nel arom earn Ro ag ela eee thy ish ould also be cate! by the cell phone servos provide, ™ epee eee yar acme rat eeicoiaee SeSticte clas nny sega nates ea te a Ses wats motes ee eee aaa saree peste Dey oa ee ae sreehtereecen nea we ee a ol sim ty eer oa coe he hp een ace oa ae 6 ee re siege gn er tel ee? i TE SESE tn ear of aig uw rina hd ee Oe i oe te ER a ceo ay eed a oy a ee ke ad crea eee ra ire nin agp he iy onl sins i acca hops ean lita taney eet ma rt aera ey ad Ric yo ma eas el ray ete a Mec iets ip presented to the ti preg run Th elevenes of the adveising campaign can be " oe nv making, combin "at aly een mn sd elt te mace sees cteiesdaa Ming copy. Substantate your answer with suitable examples, 7 | “siento Seng copes cl sre gl CI my a ii ep nie | eae atc ea eet ee Peay be ade, nd opt te Fe i aces a pce) ne | fearon tor ‘narra ols hw nines ‘Setrtam te ely cat eta itera saci heneaee gr me rego “ Gif amy a eRe woe ee boa yaa a oe RO Tena aT arg eel Ent ys ate re ommiete Fit aia edn en ert rc a ge nen ee re SERENE Een eset cee genre sae ta ye on ane Senet tan ccna Sal fd ciel earn it sen Soe comma a omen alates et the advertisement is placed: | (1) Recall test. A survey could be conducted to ascesjain the quantum of information learnt by target customers. - ‘ "2 Recopiton ts esd si terviewed to find out how many of renee the averticmnts oy ‘ould they remember | sam or a how hg could ey remeber {2 Concent ets Such ts are cond we the consumer sb posed foe al sephe [A newspaper reader can be observed tule 988 Soames stn, A newspaper served hie ng the ang Such eon chewtons would ‘THe elevating he mers cogent 3. (a Explain the legal provisions for advertising in tna. 7 (0) Write notes on {@ Salesmanship—a science ofan at? G9 Costomer knowiedge in petsona selling, 8 Ans. The technigucs of ert ng and sales promotion ace often wed to deccne the cntumers At ny prodvcers can be prevented from atoning competition the consumers wil et at deal. This vet triton © eos ‘ough nor vil restrain the srs fom giving mending aivereeneet ee ‘alopling unfair methods of sles promavees Aversements come mistading when things ae intentionally omited oe fe claims are made. Ha consumer is fala Induce buy good eat Se oe possess the quality advertised, lt can ony be tated as 3 ae epeentiae et India growing concer i bring fet ogainat deceptive Lind of sated, Sicha Committe which was appointed to revew and revise the Geer fn MRIT Act, wants thatthe see, i he advertises, must speak the teh co ‘nothing cle. The Commie recommenda the following acted sees in, fade proces 1. Misleading advertisement and false representation. 2. Otiering ef gt/pries wath the intention of not providing them and ‘conducting promtionl conte ‘Tews ire need 10 ave a compact law i India to avoid eiending/ deceptive avers and sales promuton (9,00 Satesmanship~a science ora an? Ssksimanship serine ffoet that provides buyers with information nd other benefits, motivating oe persuading them to dade eer oe Seles producto sevice * Slings often desetibed a 2 crestive at A salesman aifferent personae having diferent testa he iv not expected to apply ae produ sericeyiden. In the ‘means skill can ot be con has met people with Tons and tempers ad standardised Sto rsa protete sale os ‘alr tines salemartp he sue sp ted by meny possessing cei skily but sud ils must be rein with a prope input wakung Tanne & eke based. The lent quaiies of the salesman inst Be face ape eth we aplicaon of scietic rules The turoducion of eruner ttt ey otiaon reach es usd on pulwophy and poyaogy which ee termed 0 sacl sce. All this hiowleige be sake bys leans ‘order to prove himseli/beelf tad secs ine eld Sestantip tithe frm of at nr is complet kad on cente ‘owed is min ofboth A salesman mist he sons tes and ne Javea elitr inthe profesion Avanaryitepecs paler oti ars of comet metho. As'a scm, equ ely ne eee Ree ae {at are tet ton sree slg (0 Customer nowidge A skstan mut have peri Knowadge of ‘tomers to hm the prot ae tet fo vi sold. emt have hnowedge v9 1B, RCO HONS) YEAR nature of behaviour, cn enn dc, tng if of the cas awedge with rezand to Heir buying motives. If means that hy a Sy he eT Hal pn Sore te rar ye i acs te comet? oe ements? a cent pe of estore? a Ta een pone bout the prospec oka ie pec pty pee eon ne ge cia th aes wom ine a hone prc the stoner Rt Ei i ee fe imho ps Paeenenat ny to oblain inornaton about the customers’ background. OF {ay What consideaton should be Kept in mind for selecing an advertising 8097 f Wat isthe sole of personal sling im marketing of products? How ea 2 Qispenon be sucentel in desing wih diffrent personal sig Tiacaons Customer being aggesivelsbrisive? 1 “fas fa) Many compan, eepeclly producers. use adversng agencies can out vane oval fir arn seite= An advertsing Sere) ‘fazpendet company thet provide specilned adversing series ae ep fer more genta making eiitane, They plan and execute the en Stversngcmpgn Tous sho be vous Ut cles ret sel any tag fics sete cave tls srl past experience I an organi esa erated for rndening services averting. Flowing pos arb nd for slectng an adver open i a) Size ot agency @) Number of apes working. nthe agen] (0) Addins serves i ifthe se of an seri agency 6 gute age, i can afford 0 prt socal sores by engaging specials for every aspect of the ad campaign A chert conpary can benef fom an ageney' experience from ofr products and lens | ‘Many ge agencies tend to expand the sevice and they oe to nce promaton ad pbb elation. Tey can be called upon oat ew evelopment, package design and selecting product names. They may 0 Provide fl sage of services starting with Seat pling o maker oad (0 Percal sling i bsed onthe tanacion onerted prince. The el vo hows howto bud and manage strong catonsips with key custo ‘an secure plenty of future sales from these customers. Relationship marketing! ‘most appropriate with those customers who can influence the company’s fab Tre campy must elie hat can eam a higher elu frm repeat ss ‘etn customers than from spending mone fo attract new cus We must recogse. the fat tha slesmanship. inveives, buyers frogs Sovlogss wi te term “dyad to describe a situation in interact Are there may be diferent siuatons tomes being aggrsve/submizve, Pomel SN aur on individual reds ad ect, ech eal pr deg oy sme to este» anorectal Pan dees 8 Ingato commana ft es es Seeacet baer bong eps debipet we as ee ‘Tooele Bee ees es pte ret a inary tem sonee cpr at ee a, trp l prie ae etc Whe Sones ck nes ‘Sioomatin hee But apa Sete oats eee Fernanee ppt sys enpetn as sen ee cba ant Rt een ee sep Baer Sieumten# by ety smo er fouceg te he Fete ‘Stops nse Spel rd nce 3 oe been Bemone a prac sen fe pe pcr a vexed sn ing ple ee A et igeton mes skceny aon nates & tectrg spank Stloee Bence cee eh uci aap Se Sr orm pe hgh ou wa tll ie ene dee sony apron be who te bmissve He has io adopt diferent ste t mee te xpecsine ot Betggeine sth ah of prea soko snes 8 Endlich’ Suton pel oe eed Hho wipes Roane none cscs Fours tn al et Gta set ade peter hemi of slapeons nar vet ce ined ef gun eo Se ee ecg ite nd penal commision of bran ia ins ee hace inpeena orin of bere onctneacer nectcel ea a een at ew ere iol con re patie be rns 2d ‘hiro risa ete Sepa coe ene ncton SORA A catty oat pts onset Sing ay Saf tcused er pipaied em prnpecie caters Te gal © psa ‘Sing oanty es ae Ores efecto aw pas ooere Tpgepe eee af Kn enon sling ON Canoe te Be epee mean anette ig pisiy tee taste alee ‘H Satapope gator cusemes eane sea es te ss representatives ere engaged in feld selling Those people sll in person at a Eom pe of Sono fame ube sles forces usualy represent producers or wholesaling middlemen, a ee ee and arta enone Sa ding pce: © 2 kp sects of for sis at» ee etsy eh» proce yer hs Fee ee as Prmaalen > Peale svi Ey etal tosope dosed cute acon nds we a os eer enna The ed eon aly to pet the ewstomer to buy a good or a service eo ascertain wich he apne oF oer under and undetn he fenes gurs aopee ask the mor Wel i dat they wl Be sue eater Te stunt svesons hou en red pr den gars: te plan mpg Lo ee ing pean ech one eps Gu he buyer Beate Sw the noes the spent of, Stl pei tne hae fever shuns questo and my a poct and solution value questions. aden Se ant dies of te caste the slesperon org 1 Scien The recs prima a dscusion of tse pods iver "afeantages and Benefits that the customer as indict US ene afar apne Nes Se fejotae he ga te psetaton to convince the caster tat’ reloyorsesc being sold wall aay the customer’ needs bette than tat * Foner rib te charcerics of the product 6 sree, advanagy ancien be tr chang the perme of te pote evel tenuis Soc hw tong wil Bp the buyer For each etre ‘Sting ot sdapenon prey he or sesoul ako preset oe oak ‘Sete at ane Gye Bi soulbe thse ht ees spe ‘als mente! ye some: The presentation mst be tte ngeoged te psp ach tenn! made the presentation mnt Be eed, Reg Feit oy oA etal ft nol comple unl he psp eb Thereby w mre sing is te iy Ths syst ee om he forging session hat sl is made ni in the minds of eesperons nr ovetheweunter, bt inthe minds of esto Thebupen/papce mat be envied ht the pre! shal tad ‘ifr regents vl say Ne es The propel eke he eet toby and enc the nc taken uy th ls wil hos Spd TERRES Se eoper wt oe potato Write notes on: al et nd pa oars te "ra perme i ‘sales presentations, selecting the es sina nat Should learn everything possible about the, prospect ae cae is Erect! Purchasing practices; the location of wiser te pt SERS pclae: ce duction seh alias, or pense If he pepectie buyer bas ben Raving pbs, the seller shuld, penile bees fas eat one Freblens The cpp ma ronenbe bat “aes at a ee a sae slo hs say thy cn about the company. he aceon ses Date Onc te aks erent hs te rae cf rsp end adage pre snrrach inborn tsps cal pooh Canes ae eet tote he buyer inane anes tat he Gosenee whee Sentondutg ther meseng A gon apch mals» Brcurbl eitappon ven te sperm and tnprtion vir cutee fine Cned frm hndstake, be pfeil tte, at ale und oe ere Coe tic ll ary wa ncoduclon (cls te sleet tas cated ‘Ester bee) and ed snot lal alk oct laste diay nett thelr prac by boding he Seger 2 ae Iipghtng some bee hh te base va ly Sets The approach sly tke up ol i st mu orp oa bt can ule orbrk bee reanaton Ibe prot als be sions des no get a dnce to ge psa’ at he end of Se eS sipenen must gun th bua Coent tw aere to Se eee Sapte el Customer fllowep. Repnenais mst ea atthe ee ot ove sen ty et th oder Go ss species Ba ‘ey mae tensn dot thes hae anne al be Sere ec a bye undsnds the Jaleo inte I he Seebetae © Sas ees aie dt the epee ar ren the Hoe o Gane oak tena enue dat serng Se Th low ap sep the ler Poca fa Ec etal scone of conknpory sls oanaton ie casing onetons eee Eis Tey slepeepe wort to bald and cube tees eae Eon ress it et cites ss tat fa aes Sa severe prep wih rato hse skseerc Sa er Bo after the sale Organisations should realise that its uch more sapere to Achte now cromen thin tw wtin Cia Cates SE mtg new accounts ssl impor wlcpecbc wa be ase ee Se ce fam kr free Peter cites hoes Senay conn of ang guste © cutnes in neg ee, ‘monitor her needs, Thus, when desing with fora customems Sloss ase Ceili acento Sie ps Whther mnapa'by» salen or operate Oe ample. goat {oop tek t bling lol centle Sats casos een eae ad ther reeds before making 5a) What is sales tesitory? What ae the bass used to design sales teritore 7 seche knw aga mn whe He 0 an mnon sem ie a de ee ter a fer ey da f Se agnor npg oe Ae re cen re ss Ke a eer Me ct ndun wo, or We Ina Exper en br comp eS nn er, ot Hae er geatgphial emsidervions ae ignored and sles person | Ba er ESE atone repos of tt loaons Whee | Fa a chaste ernie poupegelcaiooen ad] Sen Ere aia aay oe a| TRS Sityeren | ie a seats ts advan oss ales prone SES RETER Se etna ipene tons eonlionten SET eae dt tne of rong ete Cope Seve Deol aly mee eo’ see queen ad ‘Sv nig on Even when ena ence ae geoph exh Spent apes s foonny af coeners and Serbo si valet nd cen pel se pons ‘iy tras et up an ohne reves make conde fo oli png and ent sopra | Tang aa on wh sev a nd o gn Trove pope nar coves 2 Colby sling poses 3 Aang aieheone SSS nde ct ore 5: Aig craton foro aig and Adve The design ofthe terior should pert sales personnel torcover tem rey and crea. Tenth shld Wore eee el iio be sis same sing at al pep ho re pts Profle an te cna. ond a | real dig soe ls ere Fd sult ne wit user ao “ fd, Good tera sgn combined. ith are slepoion aioe ‘esults in low selling expenses and high sales. volume est (@) Stafing ic. personnel selection ist = Wy inerior Wo hat ofthe compe ‘inific selection proces includes the fl rain les the following tasks termine the ‘ype of people wanted by preparing a writen ji 2 Recruit am adequa 3 Sogu an equate number of applicants, ‘he mast qualified must fest The Persons from among the applicants ‘now what the particular sles job entails TH «al for a dtd ans anda writen design THs writen desrption wil ter be ivalinie in taining, compensator and superna ‘A plnoed sytem for reruing suet Punter of opleans is he next step in ston A god rca yt epee cto ony when foe vs oe = Wetcent in reching all appropiate source of apliarss = provides a flow of more qliedsppicts hon sed Soles managers ase vary of tecniues fo detemize which appicans poses the ected qulifeatons inelodng apptcaton forms weeny Foe ct wp chal a ie a posal teaminations In addition to proving seeing normation the apron Sfdtote ses tat chal be tplrel in an mtevcw * No slesperson should be hire without stent one peso ineview. Ris sally desirable to have several interes conducted by dierent people teen physical sting, Poling the opens of» uber of poopie ness the tkethood of discovering any undeible racers and reduc the ‘fits of one interviewers Bs Ths abiotely necessary to adopt the seni ato proces ofa sale personne! ~ or (2) What ts sales forecasting? Deserbe vious methods weed In sls foreasting. 3 10) Desetibe the importance of monitoring and appraising the performance ol sales fore $ ‘An () Sales forcstng. A sls frst is am tite of sles in ropes ot ‘uu dat an india fs expects chee cating» spe fronting time perio, in tated market and unde peoposst mart psn. company my make forecet foran entre prc oor via i he Tne Sle maybe fret for 3 crpany's tll sto fr inva art spe "The company’ sles poten and les fort ny apart be same. Bat sual Wi fot he cle Thess pte wt would be scheved der ideal contin The sles forecast ply ses tha the sles potent oe sanyo reson Sales forecasting methods. The following methods may be se Fes the sale of prodae or service, The meieds can be pscod Be gener Categorie: Survey mets rly on te opines of mang pure deesor atematal methods apy ethenatil a stat tga fo store iis to forecast sales ‘Opwttona methods tke infomation about te Companys copay aed inca urement derive 3 le ors Survey mebods () Esecatve opaion {0 Sls force empost {0 Byers introns Mathematal methods) Moving Average Mavs {0 Exponential smoothing Modes (© Regroson Mls cos, HONS) YEAR cp tins (9 To Na " {ty "Mustalo” calculations {0 Capmsy-basedcalelations ion tse of eta he ews of pect wen wr geo theexculves May have formed thet es TERE RGiate. exe ad ution, The forecasts made feet 1 eg el one forcast ral acetiveso the ee SR ihvoogh decussons among execs PAS Composite metho is hase on colecting an estimate from, they expt to sel in the sateyunen wf tbe prsit and/or service Te may te mde it consullaion with sles executives ag Fenn Te renal othe sakeprsiulton and experienc SSRN ARUN Ne then aggrgated to ped an oveal forest forthe fg ai ca ie moporstaty Yor aking the forecast in the handed Fae ae male happen and who are loss fo the markt ings lepers pevormanc prt he manager finda, eae Spor of mating sual Management compere Uh et SUT aes lr! win the go at for ut peson. The pupae b ‘han ut fupyened inthe post and Yo use ths infomation to impeoe ‘etamasce in the fre eee By taking cometve ston oF by revewg in perforce The ctauaton system aso fone oF the means By whi Siradre dec te acs of el skspope | “Sod. peromance review can be a najr ait in other sales keg sansbenet lad Promotion ad psy ines can Be Base on bat Fevotanc data aber an on avon, spective cierto o open Raines in fsgscling ‘forte one inte, may be forestallad ienpentng conecive menue in Using progres ‘Sangemen con scy the sls tecnica perma wih at eye toward having. other salespeople sdopt then eromast ‘slatons may so uncover Be red for mnprovemests inthe compara in Pefrmare snl special pe in als superssin It iis Sten rere oro wii hing een Sa fonealy” or ioe and why. It's rpresetatve’s cles. vohint ‘unsatisfactory, a performance review will show it | aust sr raping he ok fn nin in who haw what he sh fs expected to do and IS ‘endear mesunng acomplten’s fee moe secre ‘aby Siting the sspople’s achievements, management helps diced

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