NAME – RUDRA MAHESHWARI

ROLL NO – 2314508689
PROGRAM – BBA
SEMESTER 3

COURSE NAME – ADVERTISING AND SALES

CODE – DBB 2105
ASSIGNMENT SET 1 –
Q1. Discuss the concept of advertising along with its five basic components. Throw some
light on the history of the advertising.
A1. Concept of Advertising
Advertising is a marketing communication tool used by businesses to promote their
products, services, or ideas to a target audience. It aims to influence consumer behavior by
creating awareness, generating interest, and persuading people to take action, such as
purchasing a product or availing a service.
Advertising is essential for brand building, market expansion, and competitive
advantage, and it is carried out through various media like television, radio, print, digital
platforms, and outdoor billboards.

Five Basic Components of Advertising

1. Advertiser
o The entity (company, individual, or organization) that sponsors and funds the
advertisement to promote its offerings.

o Example: Apple advertising the iPhone 15.

2. Message
o The content and key information conveyed in the advertisement, designed to
attract and engage the audience.
o Example: Nike’s slogan "Just Do It" encourages motivation and action.
3. Medium
o The channel used to deliver the advertisement, such as television, social
media, newspapers, or billboards.
o Example: Coca-Cola running TV and online ads for a new product launch.
4. Target Audience
o The specific group of people the ad is designed for, based on demographics
like age, gender, and interests.
o Example: Baby care product ads targeting new parents.
5. Effect (Impact on Consumers)

o The outcome or response generated from the advertisement, such as increased

sales, brand recognition, or customer engagement.
 o Example: Viral advertisements leading to high social media engagement.Brief
History of Advertising
1. Ancient Advertising (Before the 15th Century)
o Early advertising involved oral promotions in markets and signboards
outside shops.
o Egyptians used papyrus to create posters, while Romans and Greeks used
stone inscriptions to announce events.
2. Print Advertising (15th - 19th Century)
o The invention of the printing press (1440) led to the spread of newspaper
advertisements.
o Posters and flyers became common for product promotions.

3. Radio & Television Era (20th Century)

o The first radio ad was aired in the 1920s, revolutionizing commercial
promotions.
o Television ads in the 1950s became powerful, with brands like Coca-Cola and
Ford leveraging TV commercials.
4. Digital Advertising (21st Century - Present)
o The rise of internet and social media led to personalized and targeted
advertising.
o Google Ads, social media marketing, influencer advertising, and AI-
driven ads dominate the modern era.
Conclusion
Advertising has evolved from basic oral promotions to highly targeted digital strategies.
It plays a crucial role in business growth and brand awareness, with its five key
components ensuring effective communication with consumers.
Q2. Write a detailed note on Hierarchy-of-Effects model of advertising.
A2. Hierarchy-of-Effects Model of Advertising
The Hierarchy-of-Effects Model was developed by Robert J. Lavidge and Gary A.
Steiner in 1961. It explains how consumers move through different stages before making a
purchase decision. The model follows a six-step process that reflects how advertising
influences consumer behavior, from awareness to final action.

This model is based on the assumption that advertising plays a crucial role in building
awareness, generating interest, and ultimately persuading customers to buy a product.
It is widely used in marketing to design effective promotional campaigns.
Six Stages of the Hierarchy-of-Effects Model
The model is divided into three main categories:
1. Cognitive (Thinking Stage) → Awareness & Knowledge
2. Affective (Feeling Stage) → Liking & Preference
3. Conative (Action Stage) → Conviction & Purchase
1. Awareness (Cognitive Stage - Thinking)
• The first step where consumers learn about the existence of a brand or product.
• Advertisers focus on creating visibility using TV ads, billboards, social media, and
online promotions.
• Example: A new smartphone brand launches a campaign to introduce its product to
potential customers.
2. Knowledge (Cognitive Stage - Thinking)
• After awareness, consumers seek more information about the product—its features,
benefits, and price.
• Marketers provide detailed insights via websites, reviews, and comparisons.
• Example: A customer visits the brand's website or watches YouTube reviews to
understand its specifications.
3. Liking (Affective Stage - Feeling)
• Consumers develop a positive or negative attitude toward the brand based on
experiences, advertising, or reviews.
• Emotional connections, storytelling, and celebrity endorsements help build brand
preference.
• Example: Apple promotes its iPhone as a premium and stylish product, attracting
customers who value status and innovation.
4. Preference (Affective Stage - Feeling)
• At this stage, consumers compare different brands and decide which one they prefer.
• Factors like brand reputation, trust, quality, and personal experiences influence
decision-making.
• Example: A customer chooses between Samsung and Apple based on battery life,
camera quality, and brand loyalty.
5. Conviction (Conative Stage - Action)
• The consumer develops a strong intention to buy but might still need a final push.
 • Free trials, discounts, or money-back guarantees boost confidence in
purchasing.Example: An e-commerce site offers a 10% discount on a smartphone,
convincing the buyer to proceed.
6. Purchase (Conative Stage - Action)

• The final step where the consumer makes the purchase.Example: The customer
buys the chosen smartphone from an online or retail store.

Q3 . Discuss print advertising. Also, explain the characteristics of the press, include suitable
examples to support your answer.
A3. Introduction to Print Advertising
Print advertising is one of the oldest and most traditional forms of marketing, where
businesses promote their products and services through printed media such as newspapers,
magazines, brochures, pamphlets, and billboards. It plays a significant role in creating brand
awareness, influencing consumer decisions, and reaching a broad audience.
Despite the rise of digital marketing, print advertising remains relevant, particularly for
local businesses, premium brands, and industries targeting specific audiences through
newspapers and magazines.
Characteristics of the Press in Advertising
The press refers to newspapers, magazines, and other printed publications used as
advertising mediums. It has several unique characteristics that make it an effective
advertising tool.
1. Wide Reach and Circulation
• Newspapers and magazines reach a large number of readers daily or weekly,
making them a powerful medium for advertising.Example: A national newspaper like
The Times of India allows brands to reach millions of readers across India.
2. Targeted Audience
• Advertisers can select specific newspapers or magazines based on their target
market.Example: A business promoting luxury watches may advertise in a premium
magazine like Forbes or GQ.
3. Credibility and Trust
• Newspapers and magazines have high credibility compared to online advertisements,
as they are published by reputed organizations.Example: A financial services
company placing an ad in The Economic Times benefits from the paper’s reputation
for trustworthiness.
4. Longer Shelf Life
 • Magazines, brochures, and leaflets have a longer life than digital ads, as they are
preserved and read multiple times.Example: A fashion brand’s advertisement in
Vogue remains relevant for months, unlike a social media ad that disappears quickly.
5. Cost-Effective for Local Advertising

• Local newspapers offer affordable advertising options, making them ideal for small
businesses.Example: A new restaurant in Delhi can advertise in Hindustan Times
Delhi Edition to attract local customers.
6. Suitable for Detailed Information
• Unlike TV or digital ads, print allows for detailed descriptions, product
specifications, and informative content.Example: A real estate company advertising
property details in newspapers provides pricing, location, and contact information.
7. Limited Engagement & No Interactivity
• Print ads lack the interactive and engaging elements of digital marketing (e.g.,
videos, animations, and clickable links).Example: Unlike an online clothing brand ad,
a newspaper ad cannot direct users to a shopping website instantly.
Types of Print Advertising
1. Newspaper Advertising
• Most common type, used for commercial promotions, job listings, and public
announcements.Example: An automobile company launches a new car model with a
full-page ad in The Hindu.
2. Magazine Advertising
• Used for luxury, fashion, health, and business sectors targeting a niche
audience.Example: A high-end skincare brand advertises in Femina magazine.
3. Brochures and Flyers
• Direct marketing tools used for promotions, events, and product
catalogs.Example: A coaching institute distributes brochures about new courses.
4. Posters and Billboards
• Large print ads placed in high-traffic areas for maximum visibility.Example: A
telecom company puts up a billboard at a busy junction advertising a new data plan.

Conclusion-Print advertising remains a powerful marketing tool, especially for targeted

local and niche advertising. With high credibility, detailed messaging, and broad
audience reach, it continues to be a preferred choice for many businesses despite digital
competition.
ASSIGNMENT SET 2 –
Q4. Explain sales management strategies in detail, include the suitable examples to support
your answer.
A4. Introduction
Sales management refers to the process of planning, implementing, and controlling sales
activities to achieve business objectives. It involves strategies to increase revenue, improve
customer relationships, and enhance overall business performance. Effective sales
management ensures that sales teams are well-equipped to meet their targets and contribute to
the company’s success.
Sales management strategies focus on understanding customer needs, optimizing sales
processes, and motivating sales teams. Businesses use different techniques depending on
their industry, target audience, and competitive environment.
Key Sales Management Strategies
1. Setting Clear Sales Goals and Objectives

• Defining SMART (Specific, Measurable, Achievable, Relevant, and Time-bound)

goals for the sales team helps track progress.Example: A real estate company sets a
target to sell 50 apartments in six months by focusing on high-net-worth individuals.
2. Understanding the Target Market
• A deep analysis of customer preferences, market trends, and competition helps
tailor sales strategies.Example: A luxury car brand like Mercedes-Benz focuses on
affluent customers who value high performance and exclusivity.
3. Building a Strong Sales Team
• Recruiting skilled sales professionals, providing training programs, and offering
incentives improve sales performance.Example: A pharmaceutical company trains its
sales representatives in product knowledge and negotiation skills to increase
medicine sales to hospitals.
4. Customer Relationship Management (CRM)
• Using CRM software like Salesforce or HubSpot helps track customer interactions,
preferences, and purchase history.Example: An e-commerce company tracks past
purchases and recommends products based on customer behavior.
5. Effective Sales Pipeline Management
 • Managing the sales funnel efficiently helps convert leads into paying
customers.Example: A SaaS (Software-as-a-Service) company follows up on free
trial users with personalized email campaigns to encourage conversions.
6. Adopting Digital Sales Strategies

• Online platforms, social media marketing, and digital ads help expand reach and
generate leads.Example: A fashion brand uses Instagram influencers and online
promotions to drive sales.
7. Competitive Pricing Strategies
• Offering discounts, bundle deals, or loyalty programs attracts customers and
increases sales volumeExample: A supermarket chain offers "Buy One, Get One
Free" deals to boost sales.
8. Sales Forecasting and Data Analytics
• Using data-driven insights helps predict future sales trends and make informed
decisionsExample: A tech company analyzes past sales data to determine the best time
to launch a new smartphone.
9. Providing Excellent After-Sales Service
• Offering warranties, free servicing, and customer support enhances brand loyalty.
• Example: Apple’s Genius Bar provides technical assistance and product support,
increasing customer satisfaction
Conclusion
Sales management strategies are essential for business growth and customer satisfaction. By
setting clear objectives, leveraging digital tools, and focusing on customer relationships,
companies can increase revenue and maintain a competitive edge in the market.
Q5. Discuss the concepts of personal selling. Detail the objectives of personal selling.
A5. Personal Selling: Concept and Objectives
Introduction to Personal Selling
Personal selling is a direct, face-to-face communication between a salesperson and a potential
customer. It is a personalized approach where the salesperson understands customer needs,
provides information about the product, and persuades them to make a purchase. Unlike
advertising or digital marketing, personal selling focuses on building relationships and
offering tailored solutions to customers.
This selling technique is commonly used in industries where customer trust and detailed
explanations are essential, such as real estate, automobiles, pharmaceuticals, and financial
services.
Concepts of Personal Selling
1. Two-Way Communication
• Personal selling is an interactive process where the salesperson engages in a
conversation with the customer, answering their queries and concerns.Example: A
car salesperson explains the features, financing options, and test-drive benefits of a
vehicle to a prospective buyer.
2. Customer-Oriented Approach
• The sales representative understands the customer’s needs and preferences before
recommending a product or service.Example: A financial advisor suggests mutual
funds or insurance plans based on the client’s risk appetite and investment goals.
3. Relationship BuildinPersonal selling focuses on long-term customer relationships,
ensuring trust and loyalty.
• Example: A medical representative regularly visits doctors to provide updates on new
drugs and their benefits.
4. Problem-Solving and Customization
• The salesperson identifies customer problems and offers customized solutions.
• Example: A corporate software vendor demonstrates how their ERP system can
streamline a company’s operations.
5. Persuasive Selling
• The main goal is to convince the customer that the product or service is the best
solution for their needs.
• Example: A real estate agent persuades a client to invest in a property by highlighting
location benefits, expected appreciation, and financing options.

Objectives of Personal Selling

1. Generating Sales
• The primary goal is to increase sales by convincing potential buyers to purchase the
product or service.
• Example: A luxury watch brand’s salesperson persuades a customer to upgrade to a
premium model.
2. Educating Customers
• Personal selling helps customers understand the product’s features, usage, and
benefits.
• Example: A gym equipment salesperson explains how a treadmill’s incline feature
helps in calorie burning.
3. Providing After-Sales Support
• Sales representatives offer customer service, maintenance, and troubleshooting to
improve satisfaction and retention.
• Example: A laptop brand provides free setup assistance and technical support after
purchase.
4. Building Customer Loyalty
• Establishing long-term relationships ensures repeat purchases and positive word-of-
mouth referrals.
• Example: A real estate agent maintains contact with buyers to assist them in future
property investments.
5. Expanding Market Share

• Personal selling helps introduce products to new customers and markets, increasing
the company’s presence.
• Example: A pharmaceutical sales rep promotes a new medicine to doctors who might
prescribe it to patients.
6. Gaining Competitive Advantage
• By providing personalized service and direct communication, companies can
differentiate themselves from competitors.
• Example: A high-end electronics brand offers in-store personal consultations,
making the shopping experience unique.

Conclusion
Personal selling is a powerful sales strategy that focuses on direct interaction with customers,
providing customized solutions and building strong relationships. It helps businesses not
only increase sales but also establish a loyal customer base, ultimately leading to long-term
growth and success.

Q6. Write a detailed note on types of sales organization structures, include suitable examples
to support your answer.
A6 . Types of Sales Organization Structures
Introduction
A sales organization structure defines how a company's sales team is organized, managed, and
coordinated to achieve its business goals. It determines how sales activities are distributed, how
salespeople report to managers, and how the organization serves its customers. Choosing the
right sales structure depends on company size, product complexity, target market, and
geographical reach.
A well-structured sales organization improves efficiency, communication, and customer
satisfaction, leading to better sales performance.

Types of Sales Organization Structures

Line Sales Organization
The simplest structure where authority flows directly from top management to salespeople.
Sales managers supervise a team of salespeople who report directly to them.
This structure is best for small businesses with a limited product line.
An example of this structure is a local furniture manufacturer with one sales manager and a
team of sales representatives handling customer orders.
The advantages of this structure include a clear chain of command and quick decision-making.
The disadvantages include limited flexibility for expansion and a heavy workload on sales
managers.

Functional Sales Organization

Sales activities are divided based on functions such as prospecting, closing, after-sales service,
and customer relationship management. Each function has a dedicated team of specialists.
An example of this structure is a car dealership where separate teams handle customer inquiries,
test drives, financing, and after-sales service.
The advantages of this structure include increased efficiency due to specialization and better
coordination between teams. The disadvantages include communication gaps between different
functions and customer confusion due to interactions with multiple representatives.

Geographic or Territorial Sales Organization

Sales teams are divided based on geographic locations, with each salesperson responsible for
a specific region. This structure helps businesses expand in different markets.
An example of this structure is a fast-moving consumer goods company that assigns different
regions such as North India, South India, East India, and West India to different sales managers.
The advantages of this structure include reduced travel costs and improved customer
relationships. Salespeople also develop expertise in their assigned territory. The disadvantages
include uneven distribution of sales potential across regions and some areas requiring more
sales support than others.
Product-Based Sales Organization
Sales teams are structured based on different product lines. Each team specializes in selling a
specific product or service.
An example of this structure is a technology company that has separate sales teams for laptops,
smartphones, and accessories.
The advantages of this structure include deep product expertise among salespeople and better
customer education on complex products. The disadvantages include high costs due to multiple
specialized teams and the risk of internal competition between product teams.
Customer-Based or Market-Based Sales Organization
Sales teams are divided based on customer segments such as retail customers, corporate clients,
government agencies, and wholesalers. This structure helps address different customer needs
effectively.

An example of this structure is a banking institution that has separate teams for individual
savings accounts, business loans, and investment services.
The advantages of this structure include a personalized approach that improves customer
satisfaction and stronger relationships with key customer groups. The disadvantages include
high costs due to multiple specialized teams and the risk of overlapping efforts between sales
teams.
Hybrid or Combination Sales Organization
This structure is a mix of two or more sales structures, customized for a company’s needs. It
combines territorial, product-based, and customer-based approaches.
An example of this structure is a multinational information technology company that assigns
regional sales managers while also having separate teams for software, hardware, and corporate
clients.
The advantages of this structure include flexibility and adaptability to different market
conditions, as well as maximized efficiency by leveraging multiple structures. The
disadvantages include complexity in management and the need for strong coordination between
teams.
ConclusioN
Selecting the right sales organization structure is crucial for optimizing sales performance.
Companies should choose a structure based on their market, product complexity, and sales
goals. While a territorial structure works well for fast-moving consumer goods businesses, a
product-based structure suits technology firms, and a customer-based structure benefits
service-oriented.