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ASSIGNMENT
DRIVE 2014
PROGRAM BBA
SUBJECT CODE & NAME BBA 304 – Advertising and sales
SEMESTER 3
CREDITS 4
MARKS 60
Note: Answer all questions. Kindly note that answers for 10 marks questions should be
approximately of 400 words. Each question is followed by evaluation scheme.
Q.1 Define advertising and discuss the various functions of advertising.
Ans : Meaning of advertising :
Advertising is nothing but a paid form of non-personal presentation or promotion of ideas, goods or
services by an identified sponsor with a view to disseminate information concerning an idea, product
or service. The message which is presented or disseminated is called advertisement. In the present
day marketing activities hardly is there any business in the modern world which does not advertise.
However, the form of advertisement differs from business to business. Advertising broadens the
knowledge of the consumers. With the aid of advertising, consumers find and buy necessary
products without much waste of time. This
Q.2 Discuss in brief the various message strategies in advertising.
Ans: Message strategies :
A message strategy is the primary tactic or approach used to deliver the message theme. There are
three broad categories of message strategies:
1. Cognitive strategies
2. Affective strategies
3. Conative strategies
Q.3 Observe any newspaper advertisement of any telecom company. What is the target audience
and what are benefits of choosing newspaper for advertisement.
2. Ans : Target Audience:
When you place an ad in a target-specific magazine, you are marketing directly to a specific target
audience rather than a general one. In other words, by simply placing the ad you’ve zeroed in on a
market niche that is probably already interested in the
Q.4 What is internet advertising? How is it different from Email advertising?
Ans : Internet advertising :
Internet advertising, uses the Internet to deliver promotional marketing messages to consumers. It
includes email marketing, search engine marketing, social media marketing, many types of display
advertising (including web banner advertising), and mobile advertising. Like other advertising media,
online advertising frequently involves both a publisher, who integrates advertisements into its online
content, and an advertiser, who provides the
Q. 5 What are the various sales presentation techniques? Discuss.
Ans : Sales presentation techniques:
1. Speak To Their Challenges
The crux of business is that there is a challenge or problem someone or something is having. Large
or small, there is a relative level of importance associated with it. The moment sales professionals
lose sight of this and only speak to their capabilities is when they lose more sales presentations. We
are not looking to be debbie downers, but instead
Q.6 Write short notes on:
a) Sales promotion
b) Personal selling
Ans : a) Sales promotion :
Sales promotion is one of the seven aspects of the promotional mix. (The other six parts of the
promotional mix are advertising, personal selling, direct marketing, publicity/public relations,
corporate image and exhibitions.) Media and non-media marketing communication are employed
for a pre-determined, limited time to increase
b) Personal selling :
In the language of sales and marketing, "personal selling" singles out those situations in which a real
human being is trying to sell something to another face-to-face. One might well ask what other type
of genuine selling there is. The answer is that personal selling has a functional equivalent. The
modern differentiation between "personal" and other selling arises from the fact that a very
substantial volume of ordinary purchasing of food
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