MODEL ANSWER TO SHORT QUESTIONS ADVERTISEMENT AND SALES MGMT.

•     SHORT QUESTIONS ADVERTISEMENT AND SALES MGMT.
ADVERTISEMENT AND SALES MGMT

•     SECTION A

•     EXPLAIN THE FOLLOWING:-

I.            PRINT MEDIA AND ITS COMPONENT

II.            BUDGET APPROPRIATION

III.            EVEN MGMT

IV.            STRATEGIC IMPORTANCE OF CAMPAIGN RESEARCH

V.            METHODS OF FORECASTING OF SALES

VI.            HOW THE SALES QUOTA ARE FIXED FOR SALE PERSONNEL?

VII.            WHAT IS THE SCOPE OF SALES MGMT?

VIII.            EXPLAIN THE SALES’S DEALER’S SALE PERSONNEL RELATIONSHIP

IX.            COMPONENTS OF SALES DISTRIBUTION?

•     SECTION B

1.      WHAT IS THE DIFFERENCE BETWEEN RECRUITMENT AND SELECTION AND DESCRIBE THE PROCESS OF RECRUITMENT OF SALES PERSONNEL?

2.      DEFINE THE TERM MEDIA PLANNING. EXPLAIN THE STEPS FOLLOWING IN MEDIA PLANNING?

3.      EXPLAIN THE METHOD OF MEASURING THE ADVERTISEMENT?

4.      EXPLAIN THE FACTORS AFFECTING ADVERTISING BUDGET. HOW DOES ADVERTISING BUDGET PLANNED?

•     SECTION C

A.     EXPLAIN THE SOURCES OF RECRUITING SALES PERSONNEL

B.     EXPLAIN THE TECHNIQUES USED TO TRAIN THE SALES PERSONNEL?

C.     DEFINE THE TERM PERFORMANCE APPRAISAL. EXPLAINED THE TECHNIQUE USED TO APPRAISE THE SALES PERSONNEL>

D.     EXPLAIN THE AIDAS MODEL IN DETAIL WITH THE HELP OF SUITABLE EXAMPLE.

•     ANSWER TO SHORT QUESTION

Ø  MEANING AND COMPONENT OF PRINT MEDIA

•     PRINT MEDIA ADVERTISING IS A FORM OF ADVERTISING THAT USES PHYSICALLY PRINTED MEDIA,SUCH AS MAGAZINES AND NEWSPAPERS TO REACH CONSUMERS,BUSINESS CUSTOMERS AND PROSPECTS. ALSO USE DIGITAL MEDIA SUCH AS BANNER ADS ,MOBILE ADVERTISING AND ADVERTISING IN SOCIAL MEDIA TO REACH THE SAME MARKET.

•     THE INDUSTRY THAT IS ENGAGED IN PRINTING AND DISSEMINATION OF INFORMATION THROUGH NEWSPAPER AND MAGAZINES ARE CALLED PRINT MEDIA.

•     COMPONENT OF PRINT MEDIA

A.     COPY ELEMENTS:MUST COMMUNICATE IN CLEAR,CONCISE AND FOCUSED LANGUAGE. HEADLINE SHOULD BE CATCHY TO ATTRACT THE INTEREST OF AUDIENCE.

B.     GRAPHIC ELEMENTS:-PHOTOGRAPHY,ILLUSTRATION AND LOGO SYMBOLS

C.     COLOR VS BLACK AND WHITE

D.     LAYOUT:-WAY ONE PUT ALL THE ELEMENTS TOGETHER TO CRATE THE FINAL AD

E.     SIZE AND SHAPE:-APPROPRIATE SIZE

F.      PAPER AND INK:-CHOOSE PAPER WITH A COMPOSITION,WEIGHT AND FINNISH FOR BOOSTING

G.    PLACEMENT:-WHERE YOU PLACE YOUR ADVERTISEMENT AFFECT THE SUCCESS

Ø  BUDGET APPROPRIATION

•     APPROPRIATION IS THE ACT OF SETTING ASIDE MONEY FOR SPECIFIC PURPOSE.ADVERTISING APPROPRIATION IS THE PORTION OF TOTAL MARKETING BUDGET THAT IS ALLOCATED FOR ADVERTISING OVER A SPECIFIC TIME PERIOD.NUMBER OF METHODS THAT MAY BE USED TO DETERMINE THE CORRECT ADVERTISING FOR A GIVEN COMPANY.

I.            AFFORDABLE METHOD

II.            ADAPTIVE CONTROL METHODS

III.            COMPETITIVE PARITY METHODS

IV.            PERCENTAGE OF SALES METHODS

V.            OBJECTIVE AND TASK METHODS

•     EVENT MGMT

•     AN EVENT CAN BE DESCRIBED AS A PUBLIC ASSEMBLY FOR THE PURPOSE OF  CELEBRATION,EDUCATION.MARKETING OR REUNION. EVENTS CAN BE CLASSIFIED  ON THE BASIS OF THEIR SIZE AND CONTEXT.

I.            CORPRATE EVENT

II.            EDUCATIONAL AND CAREER EVENTS

III.            SOCIAL EVENTS

EVENT MGMT IS THE PROCESS OF ANALYZING,PRODUCING AND EVALUATING EVENT . IT IS A DIFFERENT  WAY OR PROMOTING A PRODUCT,SERVICE OR  IDEA.IF AN EVENT IS MANAGED EFFICIENTLY AND EFFECTIVELY. IT CAN BE USED AS AVERY  POWERFUL PROMOTIONAL TOOL TO LAUNCH OR MARKET A PRODUCT OR SERVICE . EVENTS MGMT REQUIRES CERTAIN CORE VALUES TO BE USED TO EVERY ELEMENT PROCESS AND DECISION TO JUTIFY PROFESSIONAL APPROACH AND ACHIEVE EFFECTIVE AND EFFICIENT RESULT

Ø  STRATEGIC IMPORTANCE OF CAMPAIGN CREATION.

•     CAMPAIGN PLAN IS A PLAN TO ACHIEVE AN OBJECTIVE USUALLY OF LARGE SCALE OVER AN EXTENDED PERIOD OF TIME.

•     BENEFITS OF CAMPAIGN:

I.            MAKING YOUR BRAND VISIBLE

II.            EASY TO LAUNCH A NEW PRODUCT

III.            ATTRACTING CUSTOMERS

Ø  FEATURES OF ADVERTISING RESEARCH

•     A RESEARCH CONDUCTED TO IMPROVE THE EFFICIENCY OF AN ADVERTISEMENT IS KNOWN AS ADVERTISING RESEARCH. IT COULD BE FOCUSED ON ONE PARTICULAR ADVERTISEMENT OR COULD BE CONDUCTED IN GENERAL TO KNOW THE IMPACT OF ADVERTISING ON CONSUMER BEHAVIOR.

I.            CUSTOMIZED RESEARCH: RESEARCH OF A PARTICULAR NEED

II.            SYNDICATED RESEARCH: CONDUCTED BY THE RESEARCHER,THE RESULTS OF WHICH ARE SOLD TO MANY CLIENTS.

Ø  METHODS OF FORECASTING SALES

•     QUALITATIVE METHODS:-

I.            JURY OF EXECUTIVE OPINION METHOD

II.            POLL OF SALES FORCE OPINION METHODS

III.            PROJECTION OF PAST SALES METHODS

IV.            DELPHI METHOD

V.            SURVEY OF CONSUMERS

QUANTITATIVE METHOD

I.            TIME  SERIES METHODS

II.            CAUSAL RELATION SHIP FORECASTING

III.            SIMULATION MODELS

Ø  FIXATION OF SALES QUOTA FOR SALES PEOPLE

•     MEANING OF SALES QUOTA:QUOTA MEANS EXPECTED PERFORMANCE IN VOLUME OR VALUE OVER A PERIOD OF TIME. SALES QUOTA IS THE ESTIMATED OR PREDETERMINED VOLUME OR VALUE OF SALES EXPECTED TO BE ACHIEVED BY THE SALES FORCE OVER A GIVEN PERIOD OF TIME.

•     CUNDIFF AND STILL,” SALES QUOTA IS A QUANTITATIVE GOAL ASSIGNED TO SPECIFIC MARKETING UNIT SUCH AS TO A SALESMAN OR TERRITORY.

•     SALES QUOTA IS THE LIFE BLOOD OF A BUSINESS AND SERVES BOTH AS A MEANS OF MEASURING THE PERFORMANCE OF THE COMPANY IN TERMS OF THE GOALS SET. IT IS ALSO A BASIS FOR SETTING SALES AND OPERATING BUDGETS.

•     METHODS OF SETTING THE SALES QUOTAS

I.            GUESS WORK METHOD:-RELIES ON THINKING AND JUDGMENT OF THE EXECUTIVES

II.            COMPOSITE METHOD:-COMBINES THE CONTRIBUTION OF SALES PEOPLE WITH THOSE OF THE SALES EXECUTIVE OF THE UNIT.

III.            PERFORMANCE METHOD:-SALES OF THE PAST ARE TAKEN AS THE BASE OF FIXATION OF QUOTA FOR THE COMING PERIOD WITH DUE INCREASE OR DECREASE AS WARRANTED BY THE PREVAILING MARKET CONDITIONS.

•     SCOPE OF SALES MGMT

•     IT IS MAINLY CONCERNED WITH MGMT OF SALES FUNCTION.

•     AMERICAN MARKETING ASSOCIATION SALES MGMT AS THE PLANNING,DIRECTION AND CONTROL OF PERSONNEL SELLING INCLUDING RECRUITING,SELECTING,EQUIPPING,ASSIGNING ROUTING,SUPERVISING,PAYING AND MOTIVATING AS THESE TASKS APPLY TO PERSONAL SALES FORCE.

•     SCOPE OF SALES MGMT IS NOT CONFINED ONLT TO SELF CENTERED CORPORATE GOALS OF PROFIT MAXIMIZATION AND SUSTAINED GROWTH BUT ALSO TOWARDS CONSUMER WELFARE,AND MAXIMUM SOCIAL ADVANTAGE.

•     SCOPE OF SALES MGMT

I.            SALES PLANNING

II.            SALES ORGANIZING

III.            SALES DIRECTING

IV.            SALES COORDINATING

V.            SALES MOTIVATING

VI.            SALES CONTROLLING

•     COMPONENT OF DISTRIBUTION

•     DISTRIBUTION CHANNELS AS THE SETS OF INTERDEPENDENT MARKETING CORPORATIONS PARTICIPATING IN ITS MARKETING ACTIVITIES WHICH ARE INVOLVED IN THE MOVEMENT OF FLOW OF GOODS OR SERVICES FROM THE PRIMARY PRODUCERS TO THE ULTIMATE CONSUMERS.

•     COMPONENTS OF DISTRIBUTION

I.            CHANNELS OF DISTRIBUTION: PROCESS THROUGH WHICH THE PRODUCTS ARE TRANSFERRED FROM THE PRODUCERS TO THE ULTIMATE CONSUMER

II.            PHYSICAL DISTRIBUTION:- IT LOOKS AFTER PHYSICAL HANDLING OF GOODS AND ASSURES MAXIMUM SERVICE. IT AIMS AT OFFERING OF RIGHT GOODS AT THE RIGHT DISTRIBUTION