Advertising & Personal Selling: Powering Up Your B.Com 6th Semester

Q: How can we use DAGMAR to evaluate our advertising campaign targeting students in Lucknow?

A: DAGMAR helps us set clear goals and measure success. Here's how to use it for your campaign:

1. Specific & Measurable Goals:

• You want to raise sales among Lucknow students from 5% to 15% in 9 months. Perfect! This is clear and measurable.

2. Target Audience:

• Great! You've identified students in Lucknow as your target audience. This helps tailor your message.

3. Benchmark & Change:

• You're aiming to increase sales penetration from 5% to 15%. This defines the starting point and desired change.

4. Timeframe:

• The campaign runs for 9 months. This allows you to track progress and measure impact.

Evaluating Success:

• Use DAGMAR to track if student sales reach 15% within 9 months. You can track data via sales systems, surveys, or promotional code usage.

Beyond Sales:

• While DAGMAR focuses on sales, consider including additional metrics like:
  • Brand awareness among students
  • Student understanding of your product
  • Student sentiment towards your product

Q1. What is marketing communication? Explain its key elements.

A1. Marketing communication is the strategic use of various tools and channels to convey messages and information to a target audience. Its goal is to achieve specific marketing objectives like brand awareness, influencing purchasing decisions, and building customer relationships. The key elements of marketing communication include:

• Messages: The specific information you want to deliver, like product features, brand values, promotions, etc.
• Channels: The methods used to reach your target audience, such as advertising, social media, public relations, direct marketing, personal selling, and more.
• Target Audience: Understanding who you are trying to reach is crucial. This includes their needs, preferences, and media consumption habits.

Q2. Explain the response process in marketing communication and discuss two traditional response hierarchy models.

A2. The response process describes the stages consumers go through after encountering a marketing message. Here's a breakdown of two common response hierarchy models:

• The AIDA Model:

  • Attention: Grabbing the consumer's attention with an engaging message.
  • Interest: Piquing their interest in your product or service.
  • Desire: Creating a desire for the product by highlighting its benefits.
  • Action: Encouraging the consumer to make a purchase or take a desired action.

• The Hierarchy of Effects Model:

  • Focuses on cognitive (thinking) and affective (feeling) responses.
  • Suggests consumers progress through stages:
    • Awareness: Recognizing the existence of a product or brand.
    • Knowledge: Gaining information about the product or brand.
    • Liking: Developing a positive attitude towards the product.
    • Preference: Favoring your product over competitors.
    • Conviction: Believing the product will fulfill their needs.
    • Purchase: Making the final decision to buy.

What is DAGMAR  ?

DAGMAR stands for Defining Advertising Goals for Measured Advertising Results. It's a simple framework to set clear goals and track your advertising's success. Here's how it works in 4 steps:

1. Set Specific & Measurable Goals: Don't just say "get more users." Be clear! Maybe you want to increase student app downloads by 20% in 3 months. This is specific and measurable.

2. Know Your Target Audience: Who are you trying to reach? In this case, it's students. Understanding their needs and habits helps craft effective messages.

3. Benchmark & Expected Change: This is your starting point. How many students currently use your app? Maybe it's 5%. You want to increase that by 20% (your goal).

4. Set a Timeframe: Give your campaign time to work! Maybe you set the 3-month timeframe mentioned earlier.

Example:

• Goal: Increase student app downloads by 20% in 3 months.
• Target Audience: Students.
• Benchmark: Current student downloads = 5%.
• Timeframe: 3 months.

Measuring Success:

After 3 months, track student downloads. Did they reach 20% of the total student population? If yes, your campaign was a success! You can use app analytics, surveys, or promo codes to track downloads.

Bonus Tip: While DAGMAR focuses on results like sales or downloads, consider including other metrics:

• Brand Awareness: Do more students know about your app?
• App Engagement: Are students actively using the app after downloading?

Q1: Explain the various methods that can be adopted by a salesperson in the "Prospecting" stage of the personal selling process.

A1: Prospecting is the crucial first step in the personal selling process, where salespeople identify and qualify potential customers. Here are some effective prospecting methods:

• Referrals: Leverage existing customers' networks to find potential leads.
• Networking: Attend industry events, join business associations, and build connections.
• Cold Calling: Proactively reach out to potential customers via phone or email.
• Social Selling: Engage with potential customers on social media platforms.
• Direct Mail Campaigns: Send targeted mailers to potential leads.
• Website Inquiries: Follow up on website inquiries and contact forms.
• Online Lead Generation: Utilize online advertising and lead generation tools.

Q2: What are the steps of the selling process? Explain them briefly.

A2: The personal selling process typically involves seven steps:

1. Prospecting: Identify and qualify potential customers.
2. Pre-approach: Research the prospect and plan your approach.
3. Approach: Make a positive first impression and establish rapport.
4. Presentation: Present your product or service effectively.
5. Handling Objections: Address any concerns or questions raised by the prospect.
6. Closing: Ask for the sale and finalize the transaction.
7. Follow-up: Maintain relationships with existing customers and encourage repeat business.

Q3: What are the challenges faced by a salesperson at the time of closing the sale?

A3: Closing the sale can be a challenging step in the personal selling process. Some common challenges include:

• Overcoming Objections: Handling customer concerns and objections effectively.
• Building Confidence: Maintaining confidence and enthusiasm throughout the sales pitch.
• Sensing Buying Signals: Recognizing subtle cues that indicate the prospect's readiness to buy.
• Applying Closing Techniques: Using appropriate closing techniques to secure the sale.
• Handling Rejection: Dealing with rejection professionally and moving on to the next prospect.

Q4: What qualities are expected to be possessed by a successful salesperson?

A4: Successful salespeople typically possess a combination of qualities, including:

• Strong Communication Skills: Effectively communicate product features, benefits, and value propositions.
• Interpersonal Skills: Build rapport, establish trust, and connect with prospects on a personal level.
• Product Knowledge: Possess in-depth knowledge of the products or services they sell.
• Problem-Solving Skills: Identify and address customer needs and concerns.
• Listening Skills: Actively listen to prospects' needs, preferences, and objections.
• Persistence: Stay motivated and persevere in the face of rejection.
• Enthusiasm: Convey genuine passion and excitement for the products or services they sell.
• Adaptability: Adjust their approach and strategies based on different customer types and situations.

Q1: Define media scheduling and explain the patterns available to advertisers.

A1: Media scheduling is the process of planning and allocating advertising budget across various media channels to achieve specific marketing objectives. It involves determining the timing, frequency, and placement of ads to maximize their impact and reach the target audience effectively.

Advertisers can choose from various media scheduling patterns:

• Continuous Scheduling: Ads are run consistently throughout the campaign period.
• Flighting Scheduling: Ads are run in bursts or waves, with periods of inactivity in between.
• Pulsed Scheduling: Ads are run in short, intense bursts with longer periods of inactivity.
• Seasonal Scheduling: Ads are concentrated during specific seasons or periods of high demand.
• Event-Driven Scheduling: Ads are timed around specific events or promotions.

The choice of scheduling pattern depends on factors like product characteristics, target audience behavior, campaign goals, and budget constraints.

Q2: Explain the concept and types of buying motives with examples.

A1: Buying motives are the underlying reasons or factors that drive consumers to make purchasing decisions. They can be classified into two main categories:

• Rational Motives: These are based on logical reasoning and the perceived value of a product or service. Examples include:

  • Functional Motives: Seeking products that fulfill specific needs or solve problems.
  • Economic Motives: Seeking value for money, discounts, or cost-effectiveness.
  • Quality Motives: Seeking products that are durable, reliable, or well-made.

• Emotional Motives: These are based on feelings, emotions, and social factors. Examples include:

  • Social Motives: Seeking products that enhance social status, acceptance, or belonging.
  • Psychological Motives: Seeking products that satisfy emotional needs like self-esteem, security, or pleasure.
  • Hedonic Motives: Seeking products that provide enjoyment, pleasure, or sensory satisfaction.

Understanding buying motives is crucial for marketers to craft effective messaging and product positioning that resonates with consumers' needs and desires.

Q3: What types of objections do customers generally raise in personal selling?

A1: Customers may raise various objections during the personal selling process. Some common types include:

• Price Objections: Concerns about the cost or perceived value of the product or service.
• Product Objections: Doubts about the product's features, quality, or performance.
• Need Objections: Questioning whether they need the product or service in the first place.
• Source Objections: Concerns about the credibility or reputation of the seller or company.
• Service Objections: Doubts about the availability, quality, or timeliness of after-sales service.

Effective salespeople are prepared to handle objections professionally, address customer concerns, and provide evidence to overcome their reservations.

Q4: Discuss any five measures to make selling an attractive career.

A1: Selling can be a rewarding and lucrative career path with ample opportunities for growth and advancement. Here are five measures to make it an attractive career choice:

1. Develop Strong Communication and Interpersonal Skills: Selling is about connecting with people, understanding their needs, and communicating effectively.

2. Gain Product Knowledge and Industry Expertise: In-depth knowledge of your products and the industry is essential to build credibility and address customer inquiries.

3. Embrace Continuous Learning and Personal Development: The sales landscape is constantly evolving, so stay updated on trends, techniques, and industry developments.

4. Cultivate a Customer-Centric Approach: Focus on building relationships, understanding customer needs, and providing value-driven solutions.

5. Build Resilience and Embrace Challenges: Rejection is a part of the sales process. Develop resilience, learn from setbacks, and persevere in the face of challenges.

Q1: What do you understand by broadcast media? Explain them.

A1: Broadcast media are communication channels that distribute content to a wide audience simultaneously. They are characterized by one-to-many communication, where a single source transmits messages to a large number of receivers. Examples of broadcast media include:

• Television: Transmits audio and video content through television sets.
• Radio: Transmits audio content through radio receivers.
• Outdoor Advertising: Includes billboards, posters, and transit ads.
• Cinema Advertising: Ads displayed before or during movies.

Broadcast media offer wide reach and impact, making them suitable for mass-market advertising campaigns. However, they lack interactivity and targeting capabilities compared to digital media.

Q2: Explain the two categories of advertising appeals. What are their subcategories?

A1: Advertising appeals are strategies used to persuade consumers to take action, such as purchasing a product or service. They are broadly categorized into:

• Rational Appeals: Focus on logic, reason, and the practical benefits of a product or service. Subcategories include:

  • Functional Appeals: Highlight the product's features and how it solves problems.
  • Economic Appeals: Emphasize value for money, discounts, or cost-effectiveness.
  • Quality Appeals: Stress the product's durability, reliability, or craftsmanship.

• Emotional Appeals: Evoke feelings, emotions, or social aspirations to influence purchasing decisions. Subcategories include:

  • Social Appeals: Link the product to social acceptance, status, or belonging.
  • Psychological Appeals: Address emotional needs like self-esteem, security, or pleasure.
  • Hedonic Appeals: Focus on the sensory enjoyment or fun associated with the product.

Effective advertising often combines rational and emotional appeals to create a compelling message that resonates with consumers.

Q3: Explain the post-testing methods of evaluating advertising effectiveness.

A1: Post-testing methods assess advertising effectiveness after the campaign has run. They involve measuring changes in consumer behavior, attitudes, or perceptions. Common post-testing methods include:

• Sales Tracking: Monitor sales data before, during, and after the campaign to identify any changes attributable to advertising.
• Brand Awareness Surveys: Conduct surveys to measure changes in brand awareness, recall, and recognition.
• Attitude Surveys: Assess consumer attitudes towards the brand, product, or advertising message.
• Market Research: Conduct focus groups or in-depth interviews to gather qualitative insights into consumer perceptions and reactions.

Post-testing provides valuable feedback on the effectiveness of the campaign and helps identify areas for improvement in future campaigns.

Q4: Explain the pre-testing techniques of measuring sales effects of advertising effectiveness.

A1: Pre-testing methods evaluate advertising effectiveness before the campaign launches. They aim to predict how the campaign will perform and identify potential issues early on. Common pre-testing techniques include:

• Copy Testing: Evaluate the effectiveness of advertising copy, such as headlines, slogans, and body copy.
• Concept Testing: Assess the overall concept or idea behind the advertising campaign.
• Storyboard Testing: Evaluate the effectiveness of storyboards, which are visual representations of the ad.
• Rough Ad Testing: Test rough versions of the ad, including audio and video elements, before finalizing production.

Pre-testing helps marketers refine their advertising messages and increase the likelihood of campaign success.

Q5: Define Media Scheduling What are the various media scheduling patterns available to an advertiser?

A1: Media scheduling is the process of planning and allocating advertising budget across various media channels to achieve specific marketing objectives. It involves determining the timing, frequency, and placement of ads to maximize their impact and reach the target audience effectively.

Advertisers can choose from various media scheduling patterns:

• Continuous Scheduling: Ads are run consistently throughout the campaign period.
• Flighting Scheduling: Ads are run in bursts or waves, with periods of inactivity in between.
• Pulsed Scheduling: Ads are run in short, intense bursts with longer periods of inactivity.
• Seasonal Scheduling: Ads are concentrated during specific seasons or periods of high demand.
• Event-Driven Scheduling: Ads are timed around specific events or promotions.

Q1: What are the different kinds of advertising? Explain any five with examples.

A1: Advertising encompasses a wide range of communication strategies aimed at promoting products, services, brands, or ideas. Here are five common types of advertising:

1. Product Advertising: Focuses on promoting specific products, highlighting their features, benefits, and value propositions.

   • Example: A TV ad showcasing the new features and performance of a smartphone.

2. Service Advertising: Promotes intangible services, emphasizing their benefits, convenience, and expertise.

   • Example: A radio ad promoting financial planning services and highlighting the expertise of the firm.

3. Brand Advertising: Aims to build brand awareness, enhance brand image, and create a positive brand association.

   • Example: A print ad featuring the iconic Coca-Cola logo and tagline "Taste the Feeling."

4. Institutional Advertising: Promotes the company's values, mission, social responsibility, or overall image.

   • Example: A corporate social responsibility ad showcasing a company's commitment to environmental sustainability.

5. Retail Advertising: Promotes specific retail stores, sales, or product offerings within a store.

   • Example: A newspaper ad announcing a weekend sale at a local department store.

Q2: Explain the significance of advertising.

A2: Advertising plays a crucial role in the modern marketplace, serving various purposes for businesses and consumers:

• Informing Consumers: Advertising provides information about new products, services, and features, helping consumers make informed purchasing decisions.

• Persuading Consumers: Advertising aims to persuade consumers to consider, purchase, or try a particular product or service.

• Building Brand Awareness: Advertising increases brand visibility, helps consumers recognize and remember brands, and contributes to brand equity.

• Stimulating Demand: Advertising can stimulate demand for existing products or create demand for new products, driving sales and revenue growth.

• Promoting Competition: Advertising encourages healthy competition among businesses, leading to innovation and better value for consumers.

Q3: What are the criticisms of advertising? Do you agree with the criticism?

A3: Advertising has faced various criticisms over time, including:

• Deceptive Practices: Some ads may use misleading or exaggerated claims to influence consumers.

• Unrealistic Expectations: Advertising often portrays idealized lifestyles and unrealistic expectations, creating social pressures and body image issues.

• Targeting Children: Concerns arise regarding the targeting of children with advertising, potentially influencing their preferences and consumption habits.

• Environmental Impact: The production and distribution of advertising materials can have environmental consequences.

• Negative Stereotypes: Some ads may perpetuate negative stereotypes or gender biases.

While these criticisms are valid, it's important to note that advertising practices have evolved, and many advertisers adhere to ethical guidelines and responsible advertising practices. Effective regulation and consumer awareness can help minimize the negative aspects of advertising.

Q4: What is an advertising budget? Discuss any three important methods of setting the budget.

A4: An advertising budget is a financial plan that outlines how much money a company will spend on various advertising activities during a specific period. It's crucial for effective resource allocation and campaign management.

Three important methods for setting an advertising budget include:

1. Percentage of Sales Method: Allocates a fixed percentage of past or projected sales as the advertising budget.

2. Competitive Parity Method: Sets the budget based on what competitors are spending on advertising.

3. Objective-and-Task Method: Determines the budget based on specific marketing objectives and the tasks required to achieve them.

The choice of method depends on factors like the company's financial situation, market share, competitive landscape, and marketing goals.

Q5: What are the different kinds of advertising copy? Explain any two.

A5: Advertising copy is the written text or spoken language used in advertising messages. It plays a critical role in communicating the advertising message effectively.

Two common types of advertising copy include:

1. Body Copy: The main text of the ad that provides detailed information about the product, service, or brand. It should be persuasive, informative, and engaging.

   • Example: The detailed description of a smartphone's features and benefits in a print ad.

2. Slogans: Short, memorable phrases that capture the essence of the brand or product. They should be catchy, impactful, and easy to remember.

   • Example: "Just Do It" by Nike or "I'm Lovin' It" by McDonald's.

Q1: What is the significance of advertising? Discuss the objectives of the Marketing, Advertising, Research (MAR) approach in setting an advertising budget.

A1: Advertising plays a vital role in the marketplace, informing consumers, promoting brands, and stimulating demand. The MAR approach helps set advertising budgets strategically, considering three key elements:

• Marketing Objectives: Aligning the advertising budget with overall marketing goals, such as brand awareness, market share growth, or lead generation.

• Advertising Objectives: Defining specific objectives for the advertising campaign, such as increasing website traffic, driving sales, or improving brand perception.

• Research: Utilizing market research data to understand target audience behavior, media consumption habits, and competitor advertising spending.

By analyzing these factors, the MAR approach ensures the budget is allocated effectively to achieve desired marketing and advertising objectives.

Q2: Discuss the various ways that advertising research provides value to advertisers.

A1: Advertising research offers valuable insights that empower advertisers to make informed decisions and optimize their campaigns. Here are some ways it benefits advertisers:

• Understanding Target Audience: Research helps identify target audience demographics, preferences, media consumption habits, and purchasing behaviors.

• Evaluating Advertising Effectiveness: Research methods like surveys, focus groups, and sales data analysis track campaign performance and measure the impact on brand awareness, recall, and purchase intent.

• Testing Creative Concepts: Pre-testing advertising materials through research can reveal potential issues and allow for refinement before launch.

• Identifying New Opportunities: Research can help identify emerging trends, competitor strategies, and new media channels that can be leveraged for effective advertising.

• Optimizing Media Spending: Research-based insights help allocate advertising budgets across different media platforms to maximize reach and engagement.

By utilizing advertising research, advertisers can make data-driven decisions, create more targeted campaigns, and ultimately improve their return on advertising investment (ROA).

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Q3: Explain various types of salespersons giving examples.

A3: Salespeople play a crucial role in driving business growth. Here are some common types of salespeople:

• Order Takers: Process routine orders from existing customers, requiring minimal product knowledge but strong customer service skills.

  • Example: A cashier at a retail store who takes customer orders and processes payments.

• Account Executives: Manage relationships with key customers, identify sales opportunities, and negotiate contracts. They require in-depth product knowledge, strong communication, and relationship-building skills.

  • Example: A pharmaceutical sales representative who builds relationships with doctors and hospitals to promote new medications.

• Technical Sales Representatives: Possess deep technical expertise and understand customer needs to recommend complex products or services.

  • Example: A software sales representative who demonstrates software capabilities and addresses technical questions from potential customers.

• Solution Sales Representatives: Focus on identifying customer pain points and proposing customized solutions. They require strong analytical skills, persuasive communication, and a consultative approach.

• Example: A business consultant who analyzes a company's operations and recommends software solutions to improve efficiency.

1. Advertising Agency: Structure and Functioning

An advertising agency is a company that specializes in creating, planning, and executing advertising campaigns for its clients. They act as an intermediary between businesses and consumers, helping brands connect with their target audience effectively.

Structure:

• Account Management: Client relationship managers handle communication, manage budgets, and oversee overall campaign strategy.
• Creative Department: Develops advertising concepts, designs visuals, writes copy, and produces TV commercials, print ads, and digital content.
• Media Department: Researches and selects media channels (TV, radio, print, online) for advertising placement, negotiates rates with media outlets, and manages media buying.
• Production Department: Oversees the production of advertising materials, ensuring quality and adherence to deadlines.
• Research Department: Conducts market research to understand target audience demographics, preferences, and media consumption habits.
• Account Planning: Analyzes data, identifies consumer insights, and develops strategic recommendations for advertising campaigns.

Working:

1. Client Briefing: The agency meets with the client to understand their marketing objectives, target audience, brand positioning, and budget.
2. Strategy Development: The agency develops a comprehensive advertising strategy aligned with client goals.
3. Creative Development: The creative team develops advertising concepts, visuals, and copy based on the strategy.
4. Media Planning and Buying: The media department selects media channels and negotiates ad placement to reach the target audience effectively.
5. Campaign Execution: The agency oversees the production of advertising materials and ensures timely placement across chosen media channels.
6. Campaign Evaluation: The agency tracks campaign performance and measures its impact on brand awareness, sales, and other key metrics.

2. Personal Selling: Nature and Significance

Personal selling is a direct interaction between a salesperson and a potential customer, aiming to persuade them to purchase a product or service. It's a persuasive communication process involving understanding customer needs, presenting product features and benefits, and addressing their concerns.

Nature:

• Two-way Communication: Allows for personalized interaction, addressing specific customer questions and concerns.
• Building Relationships: Goes beyond product features, focusing on building trust and long-term customer relationships.
• Needs-Based Approach: Tailored to individual customer needs, ensuring a more relevant and persuasive message.

Significance:

• Increased Sales: Effective personal selling can directly influence purchase decisions and drive sales growth.
• Building Brand Loyalty: Strong customer relationships fostered through personal selling can build brand loyalty and encourage repeat business.
• Gathering Customer Feedback: Direct interaction allows salespeople to gather valuable customer feedback on products, services, and overall brand perception.
• Educating Customers: Salespeople can educate customers about product features, benefits, and usage, ensuring informed purchasing decisions.