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Advertising & Sales Management V4

Assignment A

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.

Assignment B

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.

Question

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.

Assignment C

Question No. 1

Which of the following terms best fits the activity of marketing communications?

Options

Making products available

Convenience of location
High level of regulation
Communication between stakeholders

Question No. 2

The marketing communications strategy of the marketing mix deals exclusively with

Options

personal selling and advertising

advertising and public relations
advertising, publicity, and pricing
personal selling, advertising, sales promotion, and public relations

Question No. 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

Options

campaigns
personal selling
public relations
publicity

Question No. 4

This is a hierarchy of effects or sequential model used to explain how advertising

works:

Options
ADD
AIDA
PESTLE
SWOT

Question No. 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?

Options

Increasing sales
Informing about products
Changing the behaviour of target audiences
Channelling communication tools

Question No. 6

This is the sharing of meaning created through the transmission of information

Options

Communication
Noise
Transfer
Understanding

Question No. 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:

Options

Partner exchanges
Collaborative exchanges
Co-operative transfer
Partner exchange

Question No. 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?

Options

Differentiate
Participate
Reinforce
Inform
Question No. 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.

Options

The realm of understanding

Personal selling
Noise
Feedback

Question No. 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

Options

Encoding
Decoding
Transfer
Noise

Question No. 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

Options

Encoding
Decoding
Transfer
Feedback

Question No. 12

This is part of the communication process and refers to the responses offered by
receivers:

Options

Encoding
Decoding
Transfer
Feedback

Question No. 13

_______________ is concerned with the development of knowledge that is specific to

the parties involved and is referred to as �learning together�
 Options

Dialogue
Personal influencer
Feedback
Message

Question No. 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:

Options

Opinion followers
Opinion formers
Public relations
Opinion leaders

Question No. 15

AIDA stands for awareness, ________, desire and _________.

Options

interest; action
intensity; appeal
involvement; action
Involvement; appeal

Question No. 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:

Options

Opinion aggregators
Opinion followers
Opinion formers
Opinion gatherers

Question No. 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

Options

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

Question No. 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:

Options

Channel members
Customers
Stakeholders
Community

Question No. 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?

Options

Two-step
Three-step
Multi-step
One-step

Question No. 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?

Options

Word of Mouth (WOM)

Personal Selling (PS)
Direct Marketing (DM)
Customer Service (CS)

Question No. 21

Promotion technique for consumers according to which demonstrations and displays of

products made at place of sale is called

Options

point of purchase promotion

Discounts
sales premium
advertising specialties
Question No. 22

Personal selling step in which sales person asks for an order to customer is
classified as

Options

shipper approach
handling shipment
closing
follow up

Question No. 23

Sales force structure in which a sales representatives works to sell specific items
of product line is classified as

Options

indirect sales force structure

territorial sales force structure
customer sales force structure
product sales force structure

Question No. 24

Third step in personal selling process after completion of pre-approach step is to

Options

prospecting and qualifying

handling objections
approach
presentation and demonstration

Question No. 25

Step in personal selling process which consists of first meeting first meeting
between customer and sales person is called

Options

qualifying
prospecting
follow up
approach

Question No. 26

Type of sales person who work from their offices through internet or telephone are
classified as
 Options

channel intermediaries
nominal sales force
inside sales force
outside sales force

Question No. 27

In personal selling process, step which consists of identifying potential customers

is classified as

Options

presenting quota
demonstrating quota
prospecting
qualifying

Question No. 28

Sales promotion tools used to stimulate purchase, motivate salespeople and generate
business leads are classified in category of

Options

event promotion
off deal promotion
trade promotions
business promotions

Question No. 29

Consumer promotion technique through which brand marketing event is created by

company or it participates in other sponsored event is classified as

Options

event marketing
sponsored marketing
branding
premium marketing

Question No. 30

Consumer promotion technique according to which seller sells two or three units of
product at reduced price is classified as

Options

price packs
Discounts
advertising specialties
Both 1 and 2
Question No. 31

�Particular communication that must be achieve within definite target audience

within specific time is classified as

Options

message decision
media decision
advertising objective
advertising evaluation

Question No. 32

Possible objectives of advertising includes

Options

persuasive advertising
reminder advertising
Information advertising
All of the above

Question No. 33

Approach of message execution which follows format of style, tone, words and format
to execute message of advertising is classified as

Options

rational style
persuasive style
creative style
execution style

Question No. 34

Resources and dollars allocated to company�s or product�s promotional program are

classified as

Options

advertising messages
advertising budget
advertising strategy
advertising objective

Question No. 35

Strategic media planning is a complex challenge because advertises must use their
knowledge of

Options
Psychographics
Behavioural characteristics
Demographics
All of the above

Question No. 36

Addressable media are used

Options

to deliver customised marketing messages to identifiable prospects

for two-way communication
for social media
none of the above

Question No. 37

Media strategy is making media decisions based on

Options

Whims of the market

Understanding customers� wants and needs
Brand awareness
The client�s wishes

Question No. 38

Interactive media can be best described as

Options

Customized Marketing Messages

Marketing Communications Mix
Marketing Mix
Media that allow two-way messages between company and consumer

Question No. 39

Extensive local penetration and coverage is indicative of

Options

Magazines
Online Advertising
Social Media
Newspapers

Question No. 40

One weakness in using out-of-home media is

Options
Demographic Flexibility
Relatively Low Cost
Delivers Excellent Reach
Difficult to Measure and Control

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