ADVERTISING AND SALES (DBB2105)

ASSIGNMENT

ARJUN VISWAN
SEMESTER.: III
ROLL NO.: 2214507873
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
MANIPAL UNIVERSITY
 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 a form of communication that aims to promote or sell a product, service, or

idea to a target audience. It is a crucial element in the world of marketing, as it helps
businesses and organizations reach their customers and build brand awareness. Advertising
can take various forms, including print ads, television commercials, radio spots, online
banners, social media posts, and more.
The five basic components of advertising are:
1. Advertiser: The entity or organization that initiates and funds the advertising
campaign. This can be a company, a nonprofit organization, a government agency,
or an individual.
2. Message: The content or information that the advertiser wants to convey to the
target audience. The message is often crafted to highlight the benefits of a product
or service, create brand awareness, or influence consumer behavior.
3. Medium: The channel or platform through which the advertising message is
delivered to the audience. This can include traditional media such as television,
radio, newspapers, and magazines, as well as digital media like websites, social
media, and mobile apps.
4. Audience: The specific group of people that the advertiser wants to reach and
influence. Identifying and understanding the target audience is crucial for creating
effective advertising campaigns, as different demographics and psychographics
respond differently to various messages and mediums.
5. Feedback: The response or reactions from the audience regarding the advertising
message. Feedback can be measured through various metrics such as sales data,
brand recognition surveys, social media engagement, and customer feedback.
Analyzing feedback helps advertisers assess the effectiveness of their campaigns
and make necessary adjustments.
History of Advertising:
Advertising has a long history that dates back to ancient civilizations. The ancient
Egyptians used papyrus to create sales messages and wall posters, and the Greeks and
 Romans carved messages into stone. However, modern advertising as we know it began
to take shape in the 19th century with the rise of industrialization and mass production.
Print Era (19th Century): The advent of the printing press in the 15th century paved
the way for newspapers and magazines, becoming a prominent medium for
advertisements. In the 19th century, the Industrial Revolution led to the mass
production of goods, creating a need for businesses to promote their products to a wider
audience.
Radio and Television Era (20th Century): The early 20th century saw the emergence
of radio and later, television. These mediums revolutionized advertising by providing
audio and visual elements, allowing advertisers to engage audiences in new ways.
Iconic jingles, slogans, and memorable characters became hallmarks of advertising
during this era.
Digital Era (Late 20th Century to Present): The late 20th century brought the advent
of digital technology, fundamentally transforming the advertising landscape. The
internet, social media, and mobile devices introduced new opportunities for targeted
advertising and interactive campaigns. Online platforms allow advertisers to reach
specific demographics and track user engagement more precisely.
In recent years, advertising has continued to evolve with the integration of artificial
intelligence, data analytics, and personalized marketing strategies. The history of
advertising reflects its adaptability to technological advancements and societal changes,
constantly shaping and reshaping the way businesses connect with consumers.

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

The Hierarchy-of-Effects Model is a conceptual framework used in advertising and marketing

to understand how advertising influences and guides consumers through a series of stages,
ultimately leading to a desired outcome, such as making a purchase or adopting a specific
behavior. Developed by Robert J. Lavidge and Gary A. Steiner in 1961, this model has been
widely adopted and adapted by marketers to plan and evaluate the effectiveness of advertising
campaigns. The model proposes that consumers move through a sequence of cognitive,
affective, and behavioral stages in response to advertising messages.
The traditional Hierarchy-of-Effects Model consists of six stages:
1. Awareness: At the initial stage, the primary goal of advertising is to create awareness about a
product, brand, or service among the target audience. The focus is on making the audience
familiar with the existence of the product or brand.
2. Knowledge: Once consumers are aware, the next step is to provide them with relevant
information about the product or brand. This includes details about features, benefits, and
unique selling propositions. The aim is to enhance the consumer's knowledge and
understanding.
3. Liking: After acquiring knowledge, the goal is to create a positive attitude or liking towards
the product or brand. This involves associating positive emotions and perceptions with the
advertised offering, fostering a favorable disposition.
4. Preference: Building on liking, advertisers seek to influence consumers to prefer their brand
over competitors. The objective is to make the product or brand more appealing and desirable
compared to alternatives in the market.
5. Conviction: At this stage, the focus shifts to convincing consumers to believe in the superiority
and value of the advertised product or brand. Advertisers aim to instill confidence and persuade
consumers that choosing their brand is a wise decision.
6. Purchase (Action): The final stage involves motivating consumers to take action, such as
making a purchase or adopting a specific behavior. The ultimate goal of advertising is to
translate awareness, knowledge, liking, preference, and conviction into tangible actions that
benefit the advertiser.
While the traditional Hierarchy-of-Effects Model provides a structured framework, it's
important to note that consumer decision-making is not always linear. Consumers may not
always progress through each stage in a strict order, and the model has been criticized for
oversimplifying the complexity of consumer behavior. Additionally, in contemporary
marketing, the advent of digital media and social platforms has led to more dynamic and
interactive consumer journeys.
Moreover, the model has been expanded and modified over time. One adaptation, for example,
is the inclusion of a post-purchase stage called "Satisfaction," recognizing the importance of
customer satisfaction and loyalty in sustaining long-term success.
In summary, the Hierarchy-of-Effects Model serves as a valuable tool for advertisers to plan
and evaluate the effectiveness of their campaigns by understanding the sequential stages
consumers go through in response to advertising messages. However, it should be used in
conjunction with other models and considerations to account for the complexities of modern
consumer behavior.
3. Discuss the Print Advertising. Also, to explain the Characteristics of the Press, include suitable
examples to support your answer.

Print advertising involves the dissemination of promotional messages through printed media such as
newspapers, magazines, brochures, flyers, posters, and other tangible materials. Despite the rise of
digital media, print advertising remains a significant and effective component of the overall advertising
landscape. Print ads offer a tangible and enduring presence, allowing advertisers to reach specific target
audiences through various publications.
Characteristics of Print Advertising:
a) Tangibility:
• Example: A luxury fashion brand might create a high-quality, glossy print ad in a prestigious
magazine to convey the tactile and luxurious feel of their products. The tangible nature of print
allows for creative design and tactile engagement.
b) Credibility and Authority:
• Example: A financial institution placing an ad in a respected business publication can leverage
the credibility of the medium to establish trust and authority in the financial industry.
c) Longevity:
• Example: Print materials, such as brochures or posters, can have a longer lifespan compared to
digital content. For instance, a travel agency might distribute printed brochures showcasing
vacation destinations, which potential customers can keep for future reference.
d) Targeted Audience:
• Example: Local businesses can use community newspapers or magazines to reach a specific
geographic audience. For instance, a neighborhood restaurant might place an ad in a local
magazine to attract nearby residents.
e) Visual Appeal:
• Example: Magazines often have high-quality printing and allow for visually striking layouts. A
cosmetic brand may capitalize on this by featuring vibrant and aesthetically pleasing visuals in
a magazine ad to showcase their products.
f) Brand Image and Positioning:
• Example: Premium brands may choose prestigious publications to associate their products with
a certain lifestyle. A luxury car brand, for instance, might advertise in a high-end lifestyle
magazine to align their brand with sophistication and exclusivity.
g) Targeted Messaging:
• Example: Print allows for niche targeting. An educational institution might place an ad in a
specialized academic journal to reach a specific demographic interested in a particular field of
study.
 h) Reader Engagement:
• Example: Print materials often require active engagement, as readers flip through pages. A
bookstore might use a well-designed print ad in a magazine to prompt readers to explore a wide
range of book offerings.
i) Cost-Effectiveness:
• Example: Local businesses with budget constraints may find print advertising in community
newspapers or local magazines more cost-effective compared to larger-scale digital campaigns,
particularly when targeting a specific geographic area.
j) Limited Timeliness:
• Example: While newspapers provide current news, certain print materials, such as brochures,
may not be as time-sensitive. An art gallery might distribute a printed event calendar that
remains relevant for an extended period.

Print advertising offers a unique set of characteristics that cater to specific marketing objectives and
target audiences. The choice of print medium and design elements plays a crucial role in the
effectiveness of a print ad campaign.

Assignment Set – 2

4. Explain Sales Management Strategies in detail, include the suitable examples to support your
answer.

Sales management involves planning, implementing, and controlling the activities of a sales force to achieve
organizational goals and objectives. Effective sales management strategies are crucial for optimizing sales
performance, enhancing customer relationships, and ultimately driving revenue growth. Below are key sales
management strategies explained in detail, along with suitable examples:
a) Setting Clear Objectives:
• Strategy: Clearly define sales objectives aligned with overall organizational goals. Objectives
could include revenue targets, market share expansion, customer acquisition, or sales efficiency
improvements.
• Example: A software company sets a sales objective of increasing subscription revenue by 20%
in the next fiscal year by acquiring new enterprise clients.
b) Sales Team Structure and Organization:
 • Strategy: Design an efficient sales team structure based on factors like geography, product lines,
or customer segments. Ensure roles and responsibilities are well-defined to maximize
individual and team productivity.
• Example: An electronics manufacturer may structure its sales team into regional divisions, each
responsible for specific product lines, to better cater to diverse customer needs.
c) Sales Training and Development:
• Strategy: Invest in continuous training programs to equip the sales team with product
knowledge, selling techniques, and market insights. Keep the team updated on industry trends
and competitive landscape.
• Example: A pharmaceutical company conducts regular training sessions for its sales
representatives to ensure they stay informed about new medications, treatment protocols, and
industry regulations.
d) Effective Sales Communication:
• Strategy: Establish open and effective communication channels within the sales team and
between sales and other departments. Clear communication ensures everyone is aligned with
company objectives and changes in strategy.
• Example: A technology company conducts weekly sales meetings to share updates on product
features, customer feedback, and upcoming marketing campaigns.
e) Performance Measurement and Metrics:
• Strategy: Implement key performance indicators (KPIs) to track and measure individual and
team performance. Metrics could include sales revenue, conversion rates, customer acquisition
costs, and customer satisfaction scores.
• Example: A retail chain monitors sales performance by analyzing daily, weekly, and monthly
sales reports to identify top-performing products, sales channels, and regions.
f) Customer Relationship Management (CRM):
• Strategy: Utilize CRM tools to manage customer interactions, track leads, and streamline
communication. A centralized CRM system helps sales teams nurture leads, manage accounts,
and provide personalized customer experiences.
• Example: An e-commerce platform uses a CRM system to track customer preferences, purchase
history, and communication interactions to tailor promotions and recommendations.
g) Incentive and Recognition Programs:
• Strategy: Implement reward and recognition programs to motivate sales teams. Incentives could
include bonuses, commissions, recognition awards, or non-monetary rewards.
• Example: An automobile dealership introduces a monthly sales contest, rewarding the top-
performing salesperson with a bonus and public recognition for exceptional performance.
h) Adapting to Market Changes:
• Strategy: Stay agile and adapt sales strategies based on market trends, customer feedback, and
competitive dynamics. Flexibility allows sales teams to respond quickly to changes in
consumer behavior or industry conditions.
• Example: A fashion retailer adjusts its product offerings and marketing strategies based on
emerging trends and shifts in consumer preferences identified through market research.
i) Collaboration Between Sales and Marketing:
• Strategy: Foster collaboration between sales and marketing teams to ensure a cohesive
approach. Align marketing efforts with sales objectives and provide sales teams with the tools
and content needed to engage customers effectively.
• Example: A telecommunications company coordinates marketing campaigns with sales
promotions, ensuring that advertising efforts align with the sales team's focus on acquiring new
business clients.
j) Continuous Improvement and Feedback:
• Strategy: Encourage a culture of continuous improvement by seeking feedback from both
customers and the sales team. Regularly review sales processes, identify areas for enhancement,
and implement changes to boost efficiency.
• Example: A hospitality management company gathers feedback from sales representatives and
customers to refine its sales pitch, improve customer service processes, and enhance overall
customer satisfaction.
Effective sales management involves a combination of strategic planning, ongoing training, data-driven
decision-making, and a customer-centric approach. These strategies, when implemented thoughtfully,
contribute to building a high-performing and adaptable sales organization

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

Personal Selling:
Personal selling is a form of communication in which a salesperson interacts directly with a potential
buyer to persuade them to make a purchase or take a desired action. It involves building relationships,
understanding customer needs, and tailoring the sales pitch to address individual concerns. Unlike mass
media advertising, personal selling is highly personalized and allows for real-time interaction between
the salesperson and the customer.
Objectives of Personal Selling:
a) Building Relationships:
• Objective: Develop and nurture long-term relationships with customers. Building trust and
rapport can lead to repeat business and positive word-of-mouth referrals.
 • Example: A real estate agent focuses on establishing a strong rapport with clients,
understanding their preferences, and providing personalized property recommendations.
b) Understanding Customer Needs:
• Objective: Gain insights into the specific needs and preferences of individual customers.
This understanding allows the salesperson to tailor their presentation to address the
customer's unique requirements.
• Example: A sales representative for a software company conducts a needs analysis to
understand a client's business challenges before proposing a customized solution.
c) Providing Information:
• Objective: Educate customers about the features, benefits, and value proposition of a
product or service. Personal selling allows for detailed explanations and clarifications.
• Example: A pharmaceutical sales representative provides healthcare professionals with
detailed information about a new medication, including its efficacy, dosage, and potential
side effects.
d) Demonstrating Products:
• Objective: Showcase the features and functionalities of a product through live
demonstrations. Personal selling allows customers to experience the product firsthand.
• Example: An electronics salesperson allows customers to test the latest smartphone's
camera, performance, and other features in-store.
e) Overcoming Objections:
• Objective: Address and overcome any concerns or objections customers may have. The
salesperson aims to alleviate doubts and build confidence in the product or service.
• Example: A car salesperson actively listens to a customer's concerns about fuel efficiency
and safety, providing data and testimonials to address those specific objections.
f) Closing the Sale:
• Objective: Secure a commitment from the customer to make a purchase or take the desired
action. This is the culmination of the selling process.
• Example: A retail sales associate guides a customer through the checkout process, ensuring
a smooth and positive experience and facilitating the final purchase decision.
g) Cross-Selling and Up-Selling:
• Objective: Introduce customers to complementary products (cross-selling) or encourage
them to upgrade to a higher-priced version (up-selling) to maximize the value of each
transaction.
• Example: A sales representative at an electronics store suggests additional accessories
(cross-selling) or a premium version of a product with enhanced features (up-selling).
h) Gathering Feedback:
 • Objective: Collect feedback from customers to understand their satisfaction levels,
preferences, and areas for improvement. This information can be valuable for refining sales
strategies and products.
• Example: A salesperson conducts post-sale surveys or interviews to gather feedback on the
purchasing experience and product satisfaction.
i) Negotiating Terms and Conditions:
• Objective: Collaborate with the customer to reach mutually agreeable terms, such as
pricing, payment terms, and delivery conditions.
• Example: A B2B sales representative engages in negotiations with a corporate client to
finalize the terms of a contract, addressing specific needs and concerns.
j) Follow-Up and After-Sales Service:
• Objective: Ensure customer satisfaction post-purchase through follow-up communication
and after-sales support. This contributes to customer loyalty and potential repeat business.
• Example: A salesperson follows up with a customer after the purchase to provide assistance
with product installation, answer any questions, and offer additional support as needed.

Personal selling is a dynamic and interpersonal approach to selling that allows for flexibility and
adaptation to individual customer needs. The objectives of personal selling extend beyond the
immediate sale to include relationship-building, customer satisfaction, and ongoing support.

6. Write a detailed note on types of Sales Organization Structures, include suitable examples to support
your answer.

Sales organization structure refers to the way a company organizes and manages its sales force to
achieve its sales objectives efficiently. The choice of a sales structure depends on various factors,
including the company's size, industry, target market, and product complexity. Different structures can
be employed to suit the organization's specific needs. Below are some common types of sales
organization structures, along with examples:
1. Territorial Sales Organization:
• Description: The sales force is divided based on geographic territories. Each salesperson is
responsible for sales activities within a specific region.
• Example: A pharmaceutical company may assign sales representatives to different
territories, where they focus on building relationships with healthcare professionals and
promoting the company's products within their assigned geographic area.
2. Product Sales Organization:
• Description: Sales teams are organized around specific product lines. Each salesperson
specializes in selling a particular product or product category.
• Example: A consumer electronics manufacturer might have separate sales teams for
smartphones, laptops, and audio devices, with each team focusing on maximizing sales for
their respective product lines.
3. Customer Sales Organization:
• Description: Sales teams are organized based on customer types or segments. Each team is
responsible for serving a particular category of customers, such as small businesses,
enterprise clients, or retail consumers.
• Example: An office supply company might have distinct sales teams catering to small
businesses with customized solutions, another team serving large corporate clients with
bulk orders, and a third team focused on retail customers in brick-and-mortar stores.
4. Functional Sales Organization:
• Description: Sales roles are divided based on specialized functions, such as lead generation,
account management, and customer support. Each function has its own team with specific
responsibilities.
• Example: A software company may have separate teams for lead generation, where
representatives focus on prospecting and qualifying leads, and account management, where
representatives manage relationships with existing clients.
5. Matrix Sales Organization:
• Description: Combines elements of multiple structures, often incorporating both product
and geographic dimensions. Salespeople may report to multiple managers based on their
roles in different areas.
• Example: A global manufacturing company might have a matrix structure where
salespeople are responsible for specific products globally but also have regional
responsibilities, ensuring a balance between product expertise and local market
understanding.
6. Hybrid Sales Organization:
• Description: Utilizes a combination of different structures to meet the organization's unique
needs. This structure provides flexibility and allows for adaptation to changing market
conditions.
• Example: A retail organization might use a hybrid structure by having territorial sales teams
for local stores but also product-focused teams that work centrally to coordinate promotions
and campaigns across all locations.
7. Inside Sales Organization:
 • Description: Sales activities are conducted remotely, without face-to-face interactions.
Salespeople use communication technologies such as phone calls, emails, and video
conferencing to connect with customers.
• Example: A software-as-a-service (SaaS) company may have an inside sales team that
conducts product demonstrations, provides customer support, and closes deals entirely
through virtual communication channels.
8. Outside Sales Organization:
• Description: Sales representatives engage with customers in person, often traveling to meet
clients, conduct presentations, and build relationships.
• Example: A commercial real estate firm might have outside sales representatives who meet
with potential clients, tour properties together, and negotiate deals face-to-face to create a
more personal and hands-on selling approach.
9. Key Account Sales Organization:
• Description: Focuses on managing key accounts or major clients with high strategic
importance. Sales teams are structured around serving and retaining these key customers.
• Example: An airline may have a key account sales team dedicated to managing
relationships with major corporate clients that contribute significantly to the airline's
overall revenue.
The choice of a sales organization structure depends on the company's goals, market conditions, and
the nature of its products or services. Organizations may also evolve their structures over time in
response to changing business environments and growth.