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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)