ASSIGNMENT

SESSION NOVEMBER 2023

PROGRAM BACHELOR OF BUSINESS ADMINISTRATION (BBA)

SEMESTER III

COURSE CODE & NAME DBB2105 – ADVERTISING AND SALES

NAME Nikhil Jain

ROLL NO 2214501333

Discuss the concept of Advertising along with its five basic components. Throw some light on the
history of the Advertising.

According to one source, advertising can be roughly split down into four major components: 2
The advertising campaign's essential elements, including the message, the target consumer segment, i
ntegrated marketing communication (IMC) channels, and the budget, are the focus of the strategy.
The messaging and media platforms used in advertising should be consistent with the entire product s
trategy.
Media: Depending on the demographics and other characteristics of the target audience, selecting the
best channel, medium, or media to communicate with clients is crucial.
There will be no gain at all from contacting clients through a channel where they are not active.
Innovative concept: This could be the wording, illustration, or theme that draws in customers.
Simple informational ads can be effective occasionally, but they frequently need must be imaginative
and has a central idea that guides all of the message.
Evaluation: In this step, the efficacy and efficiency of the advertising campaign are assessed using a
variety of measures, including impressions, reach, frequency, click-through rate, conversion rate,
return on investment, and so on.

Advertising has a long history, dating back to the use of oral and visual communication to promote go
ods, services, and causes in ancient civilizations including Egypt, Greece, Rome, and China.3 William C
axton created ads for a book in 1472, which was the first print advertisement.
The contemporary advertising industry began with the appearance of newspapers and periodicals in t
he 16th and 17th centuries. As new technologies like direct mail, radio, television, the internet, and m
obile devices were developed, the sector grew quickly.34
Different nations and regions' cultures, economies, and societies have all been greatly influenced by a
dvertising, which has also had a big impact on consumer preferences and behavior3456t.

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

A theory called the hierarchy-of-

effects model of advertising describes how consumers are influenced by advertising from the point of
being unaware of a product or brand to the point of making a purchase.
Advertisers should target the following six stages of the model in their campaigns: 123
Creating awareness of the product or brand within the intended audience is the first step in the proce
ss.
This can be achieved by reaching and capturing the interest of potential customers through a variety o
f media platforms, including print, radio, television, and the internet.
Knowledge: The second step is to impart information about the brand or product, including its charact
eristics, advantages, cost, and accessibility.
This can be accomplished by utilizing persuasive and educational messaging that educates customers
and attend to their requirements.

Liking: Developing a favorable opinion or attitude toward the brand or product is the third step.
This can be achieved by making emotional appeals that resonate with the values, beliefs, and lifestyle
s of the target audience, such as comedy, terror, joy, etc.
Preference: Establishing the product or brand's favorability or preference over rivals is the fourth stag
e.
Comparative or competitive messaging that emphasize the product or brand's unique selling propositi
on (USP) or differentiating advantage can be used to achieve this.
Conviction: Instilling confidence or conviction in the brand or product is the fifth stage.
This can be accomplished by employing endorsements, claims, warranties, and other elements that pr
ovide the product or brand legitimacy and reliability.

Purchase: Persuading customers to make a purchase or take an action is the last step.
This can be achieved by offering trials, discounts, offers, and other incentives to customers in order to
persuade them to purchase the brand or product. The foundation of the hierarchy-of-
effects model of advertising is the idea that consumers respond to advertising stimuli in a sequential a
nd linear manner.
Critics counter that the model ignores the complexity and flexibility of consumer behavior, including v
arious levels of participation, motivation, learning, and memory, since it is overly simplistic.

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

Print advertising is a type of marketing that reaches a large audience of consumers by using physically
printed materials like newspapers, magazines, brochures, and direct mail1. Print advertising can assist
increase brand exposure, credibility, and loyalty while promoting a variety of news, goods, services,
events, and causes. By incorporating a call-to-action (CTA) within theprint advertising can also direct
readers to an online store or website.

Unlike digital advertising, which can be quickly forgotten or disregarded, print advertising is tangible
and long-lasting. Customers can keep, reuse, or share it. When print advertising uses premium
materials, colors, and designs, it can also leave a lasting effect on the audience1.
It is specialized and targeted: By selecting the appropriate publication, venue, or distribution strategy,
print advertising may be made to appeal to a particular market, audience, or niche. For instance, a
specialty company can highlight its skills in a specialized journal or brochure, or a local business can
attract potential clients through a local newspaper or magazine1.
It is reliable and credible: Print advertising, when placed in respectable and well-established
periodicals, can improve a company's authority and reputation.

Print advertising is a type of marketing that reaches a large audience of consumers by using physically
printed materials like newspapers, magazines, brochures, and direct mail1.
Print advertising can assist increase brand exposure, credibility, and loyalty while promoting a variety
of news, goods, services, events, and causes. A call-to-
action (CTA) in print advertising can also direct readers to an online business or website2.

The following are a few traits of print advertising:

Unlike digital advertising, which can be quickly forgotten or disregarded, print advertising is tangible a
nd long-lasting. Customers can keep, reuse, or share it.
When print advertising uses premium materials, colors, and designs, it can also leave a lasting effect o
n the audience1. It is precise and focused:
Print advertising can be customised to target a particular market, demographic, or specialty by selecti
ng the appropriate distribution channel, magazine, or location.
For instance, a specialty company can highlight its skills in a specialized journal or brochure, or a local
business can attract potential clients through a local newspaper or magazine1.

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

A sales representative and a potential customer engage in face-to-

face sales as part of the personal selling strategy.
Salespeople attempt to convince a potential client to buy your good or service through personal sellin
g. This method guarantees client happiness and fosters ties with customers12.

Among the key ideas in personal selling are: Through two-

way contact, personal selling enables the salesman to customize the message to the needs and prefer
ences of the customer1.
The promotional mix includes public relations, sales promotion, advertising, and personal selling.
Depending on the product, market, and circumstance, it can be utilized in addition to or instead of oth
er marketing instruments1.
The process of personal selling is dynamic and flexible, requiring the salesperson to continuously asses
s the responses and feedback from the consumer and modify the sales plan as necessary1.

Among the primary goals of personal selling are:

To increase consumer knowledge of the company's offers and their advantages in order to increase br
and and product awareness1. To boost sales by locating and convincing potential customers to purcha
se a company's goods or services 2. To establish strong, long-
lasting relationships with clients by requiring face-to-face, two-
way communication 3. To offer clients after-
sale support and service and guarantee their satisfaction and loyalty 4. To collect market data and clie
nt feedback and report it to management in order to improve the product and marketing

Explain Sales Management Strategies in detail, include the suitable examples to support your
answer.
The leadership techniques used by sales managers to guide their teams to success are known as sales
management tactics.
They entail establishing goals and objectives, creating and executing sales procedures, inspiring and m
entoring sales representatives, keeping an eye on and assessing sales performance, and making adjust
ments in response to shifting consumer demands and market conditions12.
The following are a few sales management techniques that can be used to various facets of sales lead
ership:
Defining the target market, customer segments, value proposition, and sales vision, mission, and valu
es are all part of the sales planning process.
Together with creating a budget, resource allocation strategy, and sales forecast, it also entails assigni
ng the sales team goals, targets, and incentives.12..

Sales motivation and recognition strategy: This involves building and maintaining a positive and produ
ctive sales atmosphere that stimulates and inspires the sales agents to work at their best.
It also involves recognizing and rewarding the sales reps for their achievements, contributions, and be
haviors that align with the sales goals and values12.

Here are some real-world instances of how these sales management techniques can be used:

Based on market research and analysis, a sales manager might utilize a sales planning technique to est
ablish the sales goals and targets for the upcoming quarter.
Each sales representative can also be given a sales quota and incentives depending on their qualificati
ons, track record, and potential12.
A sales playbook that details the procedures, actions, and best practices for every phase of the sales c
ycle—from prospecting to closing—can be created by a sales manager using a sales process strategy.
Additionally, they can give sales representatives tools, templates, and scripts to assist them interact a
nd convince prospects and customers12.