Advertising & Sales Management (VV2)

Advertising & Sales Management (VV2)
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1 . What discourages clients from hiring their own specialized experts instead of employing of full-service agency?
2 . While adhering to the Prime Direction, what is the false assumption behind “targeted” advertising agencies only working on advertising for their demographic groups?
3 . The communications model states that there must be an overlap in experiences between a communicator and audience. Yet “affluent, well paid, college educated, white collar job holding, largest cities living, relatively young people,” the description of the typical mass communications managers, is not a description of the typical advertising audience members. If targeted agencies are unnecessary attempts to create overlap between communicators and audiences, how does being different from an audience not foreclose a person’s ability to communicate with those people?
4 . What does a advertising/promotional planner sees as the primary purpose of the mass media?
5 . Message strategy and tactics is known as the “creative function.” Does this mean that successful and creative movie makers be given free reign to plan message strategy and write/ produce the resulting television commercials? Why or why not?
6 . What is meant by the distinction between sales promotion moving the product toward the consumer while advertising moves the consumer toward the product and how does this distinction help guide determining the “value” of a planned sales promotions effort?
7 . How does a publicist measure his or her effectiveness in the job and how is this comparable to advertising time or space buyers’ reach estimates?
8 . What determines if communications strategy can make use of publicity as an effective sales tool? Explain.
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Case Detail :
Clutter has become synonymous with the advertising industry in recent times and this extends to all realms of marketing, offline and online. There is an increasing trend of being greeted with an explosive assortment of ads when one logs onto a website. These ads transcend genres of -commerce, consumer goods, tourism, hospitality, and more. While views on these ads may be relatively high, the recall seems to be questionable in many cases. In this scenario, tracing the consumer’s preferences for brand advertisements becomes extremely difficult.
Herein, we aim to address the simple question of how a brand must aspire to break clutter and switch to viewability of the content rather than served impressions, which has been the conventional way of running ads within the industry.
To transform the way ads have been programmed so far, one will need to pay close attention to the existing metrics and re-evaluate different brand strategies. The traditional route for marketers adopting online ads has been banners, images, audio, and video. The measurement was based on served impressions, i.e., the countable times that an advertisement gets fetched from the source, irrespective of whether it was clicked or not.
Viewable impressions, on the other hand, are measurable to a more accurate degree. For an impression to be counted as viewable, at least 50 percent of it must be visible to the user for a minimum of one second. This provides for ‘some versus no’ value, but does it justify the money spent behind it? According to a study conducted by ComScore, 54 percent of the display ads that are up on the website are actually not seen and this is despite the fact that some of them cost a lot.
It is implicit that advertisers would be interested in posts which guarantee a decidedly higher viewability, so publishers offering such inventory will be at an advantage too. There’s another bonus to this because measurable data of this sort will make it easier for rate comparison of different brands among multiple publishers. While served impressions have been working well towards adding higher numbers to charts and creating a presumption over the total awareness created through it, there are three primary concerns: If the targeted user leaves the page before it loads completely, he/she will miss the ad.
A lot of search and display ads are placed at the bottom of the webpage, so if the user does not scroll all the way down, it’s a lost cause for the advertiser.
If a proxy server, crawler or spider opens the page, there is no certain way to ascertain the measures. In order to ensure visibility and derive the right returns on your investments, you must plan your advertisements with the right placement and communication.
With advertisement forms rapidly evolving, your strategy is incomplete without researching what works for your target audience and delivering a customised plan of action. To break away for the clutter of advertisements and to ensure you receive eyeballs and recall, the right amount of innovation and creativity must be put in to produce content that goes a long way in giving you the right bang for your buck.
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1. How would you use advertising to break the clutter? What impact does clutter-free advertising play in increasing brand acceptance?
2. What does the author mean by “To transform the way ads have been programmed so far, one will need to pay close attention to the existing metrics and re-evaluate different brand strategies”?
3. Can you use clutter to your advantage? If yes, how? If No, why not? Support your answer with relevant examples.

1. Which of the following terms best fits the activity of marketing communications?
Making products available
Convenience of location
High level of regulation
Communication between stakeholders

2. The marketing communications strategy of the marketing mix deals exclusively with
personal selling and advertising
advertising and public relations
advertising, publicity, and pricing
personal selling, advertising, sales promotion, and public relations
3. Organizations plan, design, implement, and evaluate their marketing communication activities. These activities involve the delivery of messages either to or with target audiences, through various communication tools and media. This is known as
campaigns
personal selling
public relations
publicity
4. This is a hierarchy of effects or sequential model used to explain how advertising works:
ADD
AIDA
PESTLE
SWOT
5. Marketing communications is used to achieve one of two principal goals. The first concerns the development of brand values. What is the other goal?
Increasing sales
Informing about products
Changing the behaviour of target audiences
Channelling communication tools
6. This is the sharing of meaning created through the transmission of information
Communication
Noise
Transfer
Understanding
7. This is a series of economic transactions between parties, who have a long-term orientation towards, and are primarily motivated by, concern for each other:
Partner exchanges
Collaborative exchanges
Co-operative transfer
Partner exchange
8. The role of marketing communications is to engage audiences and there are four main tasks that it can be used to complete. Which of the following is not part of the four main tasks?
Differentiate
Participate
Reinforce
Inform
9. _____________is an important element in the communication process. It recognizes that successful communications are more likely to be achieved if the source and the receiver understand each other.
The realm of understanding
Personal selling
Noise
Feedback
10. This is part of the communication process where receivers unpack the various components of the message, and begin to make sense and give the message meaning
Encoding
Decoding
Transfer
Noise
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11. This is a part of the communication process where the sender selects a combination of appropriate words, pictures, symbols and music to represent a message to be transmitted
Encoding
Decoding
Transfer
Feedback
12. This is part of the communication process and refers to the responses offered by receivers:
Encoding
Decoding
Transfer
Feedback
13. _______________ is concerned with the development of knowledge that is specific to the parties involved and is referred to as ‘learning together’
Dialogue
Personal influencer
Feedback
Message
14. This approach has been used to convey particular information and help educate large target audiences through television and radio programmes. This approach is referred to as:
Opinion followers
Opinion formers
Public relations
Opinion leaders
15. AIDA stands for awareness, ________, desire and _________.
interest; action
intensity; appeal
involvement; action
Involvement; appeal
16. They are not part of the same peer group as the people they influence. Their defining characteristic is that they exert personal influence because of their profession, authority, education, or status associated with the object of the communication process. This is referred to as:
Opinion aggregators
Opinion followers
Opinion formers
Opinion gatherers
17. The success of marketing communication depends upon the extent to which messages engage their audiences. These audiences can be seen to fall into three main groups
Customers, general public, and sales personnel
Customers, channel members, and general stakeholders
Customers, general stakeholders, and club members
General public, club members, and general stakeholders
18. Each organization is part of a network of other organizations such as suppliers, retailers, wholesalers, value added resellers, distributors, and other retailers, who join together, often freely, to make the product or service available to end users. This is referred to as:
Channel members
Customers
Stakeholders
Community
19. Which of the following is the communication model that depicts information flowing via various media channels, to particular types of people to whom other members of the audience refer for information and guidance?
Two-step
Three-step
Multi-step
One-step
20. Which of the following is the interpersonal communication about products or services where a receiver regards the communicator as impartial and is not attempting to sell products or services?
Word of Mouth (WOM)
Personal Selling (PS)
Direct Marketing (DM)
Customer Service (CS)
21. Promotion technique for consumers according to which demonstrations and displays of products made at place of sale is called
point of purchase promotion
Discounts
sales premium
advertising specialties
22. Personal selling step in which sales person asks for an order to customer is classified as
shipper approach
handling shipment
closing
follow up
23. Sales force structure in which a sales representatives works to sell specific items of product line is classified as
indirect sales force structure
territorial sales force structure
customer sales force structure
product sales force structure
24. Third step in personal selling process after completion of pre-approach step is to
prospecting and qualifying
handling objections
approach
presentation and demonstration
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25. Step in personal selling process which consists of first meeting first meeting between customer and sales person is called
qualifying
prospecting
follow up
approach
26. Type of sales person who work from their offices through internet or telephone are classified as
channel intermediaries
nominal sales force
inside sales force
outside sales force
27. In personal selling process, step which consists of identifying potential customers is classified as
presenting quota
demonstrating quota
prospecting
qualifying
28. Sales promotion tools used to stimulate purchase, motivate salespeople and generate business leads are classified in category of
event promotion
off deal promotion
trade promotions
business promotions
29. Consumer promotion technique through which brand marketing event is created by company or it participates in other sponsored event is classified as
event marketing
sponsored marketing
branding
premium marketing
30. Consumer promotion technique according to which seller sells two or three units of product at reduced price is classified as
price packs
Discounts
advertising specialties
Both 1 and 2
31. ‘Particular communication that must be achieve within definite target audience within specific time is classified as
message decision
media decision
advertising objective
advertising evaluation
32. Possible objectives of advertising includes
persuasive advertising
reminder advertising
Information advertising
All of the above
33. Approach of message execution which follows format of style, tone, words and format to execute message of advertising is classified as
rational style
persuasive style
creative style
execution style
34. Resources and dollars allocated to company’s or product’s promotional program are classified as
advertising messages
advertising budget
advertising strategy
advertising objective
35. Strategic media planning is a complex challenge because advertises must use their knowledge of
Psychographics
Behavioural characteristics
Demographics
All of the above
36. Addressable media are used
to deliver customised marketing messages to identifiable prospects
for two-way communication
for social media

none of the above
37. Media strategy is making media decisions based on
Whims of the market
Understanding customers’ wants and needs
Brand awareness
The client’s wishes
38. Interactive media can be best described as
Customized Marketing Messages
Marketing Communications Mix
Marketing Mix
Media that allow two-way messages between company and consumer
39. Extensive local penetration and coverage is indicative of
Magazines
Online Advertising
Social Media
Newspapers
40. One weakness in using out-of-home media is
Demographic Flexibility
Relatively Low Cost
Delivers Excellent Reach
Difficult to Measure and Control
Advertising & Sales Management
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