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DRIVE: SUMMER 2016
PROGRAM:
Bachelor of Business Administration- BBA Semester 3
SEMESTER:
3
SUBJECT
CODE & NAME: BBA 304 - Advertising and sales
BK
ID: B1598
CREDITS
AND MARKS: 4 CREDITS AND 60 MARKS
Q.1:
Define advertisement and explain its major characteristics with examples.
Definition
(3 Marks)
Characteristics
(7 Marks)
Ans:
Definition:
"Advertising is
the non-personal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors
through the various media to reach broad
Q2.
Explain the various promotional tools of Integrated Marketing Communication
(IMC).
Explanation
of the concepts
Answer:
The various
tools for IMC are:
Advertising:
Advertising is defined as any paid form of non-personal communication about
an organisation, product, service or idea by an identified sponsor. The paid
aspect in this definition reflects the fact
Q.3:
What are the advantages and disadvantages of newspaper as a medium of
advertising?
Advantages
(5 Marks)
Disadvantages
(5 Marks)
Ans:
Advantages:
The advantages of
newspapers.
Range
of market coverage Advertisers can reach local or metro
markets, special interest groups and racial and ethnic groups in a cost-
efficient manner.
Comparison
shopping Consumers use newspapers for comparison shopping,
so they are especially useful for
Q4.
Indicate the emerging trends in Sales Management with a futuristic approach.
Explanation
of the concepts
Answer:
Emerging Trends
in Sales Management
Selling is a
profession, possibly an industry without which nothing happens in any business.
During past
Q5.
Explain the concept of AIDAS Model.
a. Attention
b. Interest
c. Desire
d. Action
e. Satisfaction
Answer:
The traditional
conceptual model for creating any advertising or marketing communication
message is the AIDA Model - get Attention, hold Interest, arouse Desire and
then obtain Action. AIDA is a simple
Q.6:
Explain the various methods for evaluating the performance of salespeople?
Each
method carries (10 Marks)
Ans:
Companies use different
forms or methods for evaluating the salespeople. Some of the commonly used
forms are:
1.
Graphic
rating scales: This method is most commonly used in
sales organisations. It is particularly useful in evaluating the salespeople’s
qualitative behavioural or efforts related criteria. The
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