Download BBA304A05

CUSTOMER_CODE
SMUDE
DIVISION_CODE
SMUDE
EVENT_CODE
OCTOBER15
ASSESSMENT_CODE BBA304_OCTOBER15
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
19967
QUESTION_TEXT
What are the different functions of Advertising?
SCHEME OF
EVALUATION
1.To make the product distinct from the competitors for eg: Maggie
Noodles advertising bank on the taste and quality which discriminate it
from the other noodles.
2.To communicate information: Maggie Noodles informs the producer
of cooking.
3.To provoke the users? Maggie Noodles clams to be both healthy and
tasty. Hence pushes customer to buy the product.
4.To expand the distribution of Maggie Noodles. Later expanded to
soups and ketchup to go for wider distribution.
5.To encourage brand preference and loyalty to by offering a slogan of
easy to cook and ready to eat, Maggie Noodles gave good reasons to
consumers to stick to the brand.
6.To reduce the sales cost to different strategies for advertising were
tried to achieve more sale, which would automatically reduce the cost.
QUESTION_TYPE DESCRIPTIVE_QUESTION
QUESTION_ID
19968
QUESTION_TEXT Explain the elements of communication process?
SCHEME OF
EVALUATION
1)Sender/Encoder/Speaker: The person who starts the communication
process is normally referred to as the sender. It is the person who
transmits, spreads or communicates a massage with the purpose of
informing/persuading/influencing/Changing the attitude, opinion or
behaviour of the receiver.
2)Receiver/Decoder/Listener;-A receiver is the targeted audience of the
message and translates it to understand the real meaning and sends back
the feedback to the sender.
3)Message1. Message is the encoded idea transmitted by the sender.
4)Medium/ Channel:- It is nothing but which helps the sender to convey
the message to the receiver.
5)Feedback: This connects the receiver in the communication process
with the sender. Who in turn, acts as a feedback receiver and thus gets to
know that communication has been accomplished.
6)Notice: Anything that interferes with distorts or slows the transmission
of information.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73352
QUESTION_TEXT
What are the Major characteristics of television copy?
SCHEME OF
EVALUATION
It is the moving image, the action that makes television so much more
mesmerizing than print. Story telling is one way that copy writers can
present action in a television commercial more powerfully than in other
media. Television’s ability to touch our emotions and to show us things
or demonstrate how they look and work, make television advertising
highly persuasive. (2 MARKS)
Followings are the characteristics of television advertisements:
1. ACTION: While watching television you are watching a walking,
talking, moving world that gives the illusion of three–dimensional
environment.
(4 MARKS)
2. DEMONSTRATION: TV advertisements are most often based on the
principle ‘seeing is believing’. Believability and credibility, which are the
essence of persuasion, are high because we believe what we see with
our own eyes.
(6 MARKS)
3. STORYTELLING: Most of the programming on television is narrative so
commercials use storytelling to take advantage of the medium’s
strengths. (8MARKS)
4. EMOTIONS: The ability to touch the feelings of the viewer makes
television commercials entertaining, diverting, amusing, and absorbing.
Real life situations with all their humor, anger, fear, pride, jealousy and
love come alive on the screen. Humor, in particular, works well on
television.
QUESTION_TYPE
DESCRIPTIVE_QUESTION
QUESTION_ID
73355
QUESTION_TEXT Explain IMC and IMC Planning Process.
SCHEME OF
EVALUATION
IMC: Integrated Marketing Communication (IMC) is a process involving
coordination of various promotional elements and other marketing
activities that communicate with firm’s customers.
American Association of Advertising Agencies defines IMC as follows:
“IMC is a concept of marketing communication planning that recognizes
the added value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines and combines these
disciplines to provide clarity, consistency and maximum
communications impact.
(2MARKS)
The IMC planning process:
The first step in the IMC planning process is to review the marketing
plan and objectives. Before developing a promotional plan, markets
must understand where the company (or the brand) has been – its
current position in the market, where it intends to go and how it plans
to get there.
(4 MARKS)
Authors Belch G. and M. Belch presented that IMC planning model
consists of:
1) Review of marketing plan – examine overall marketing plan and
objectives, competitor analysis, role of advertising and promotion. (6
MARKS)
2) Analysis of Promotional Program situation: External and Internal
Analysis
3) Analysis of communication process: Analysis of receiver‘s response
process, source, message, channel factors, establish communication
goals and objectives. (8 MARKS)
4) Budget Determination: Set tentative marketing communication
budget. Allocate budget.
5) Develop integrated marketing communication process: Advertising,
direct marketing, marketing, internet marketing, sales promotion,
public relations/publicity, personal selling. (10 MARKS)
QUESTION_TYPE DESCRIPTIVE_QUESTION
QUESTION_ID
73356
Provide a meaning full comparison amongst sales strategies. Do you
QUESTION_TEXT notice any resemblance between
them?
SCHEME OF
EVALUATION
Comparison of direct, indirect strategy, Relationship strategy, double win
strategy, Integrated strategy, client centered strategy, Hard sales Vs Soft
sales strategy, territorial strategy , product sales force strategy and
similarities between them.
(10marks)
QUESTION_TYPE DESCRIPTIVE_QUESTION
QUESTION_ID
122491
QUESTION_TEXT Define sales Management and explain the Functions of Sales Executive.
According to American marketing association (AMA), Sales
Management includes “planning, direction and control of personnel
selling, including recruiting, selecting, equipping, assigning, routing,
supervising, paying and motivating as these tasks apply to the personnel
sales force”. Sales management means management of all the functions,
which include advertising, sales promotion, market research, pricing, and
physical distribution.
(2 Marks)
Functions of Sales Executive
A sales executive has two sets of functions:
Operating and Planning. The relative emphasis that sales executive offers
to the operating and planning function varies with (1) the type of
products, (2) the size of company and (3) the type of supervisory
organisation. Customarily, sales executive at all organisational levels
devote more time and attention to planning than to operating function.
We will highlight below various operating and planning functions of s
sales executive.
(2 marks)
SCHEME OF
EVALUATION
Operating Functions
The operating functions include:
Sales force management
Handling relationship with personnel in other company departments,
middlemen and customers.
Communicating and coordinating with other marketing executives.
Reporting to some superior executives (like that of marketing vice
president)
(2 marks)
Planning Functions
A sales executive’s planning function includes those connected with the
sales programmes. These are:
Setting personal selling goals
Developing sales programme to achieve these goals
Formulating sales policies and strategies
Putting together plans for their
implementation
(2 marks)
Other Functions
A sales executive performs some other functions as well. They are:
Participating in marketing decision by providing sales information
Helping in preparing sales budget and framing sales quota
Helping in designing sales territories
Assisting the company to understand market and provide services
accordingly
(2 Marks)