Advertising & Sales Management
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.
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.
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.
Question No. 1 Marks - 10
Which of the following terms best fits the activity of marketing communications?
- Making products available
- Convenience of location
- High level of regulation
- Communication between stakeholders
Question No. 2 Marks - 10
The marketing communications strategy of the marketing mix deals exclusively with
- personal selling and advertising
- advertising and public relations
- advertising, publicity, and pricing
- personal selling, advertising, sales promotion, and public relations
Question No. 3 Marks - 10
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
- personal selling
- public relations
Question No. 4 Marks - 10
This is a hierarchy of effects or sequential model used to explain how advertising works:
Question No. 5 Marks - 10
Marketing communications is used to achieve one of two principal goals. The first concerns the development of brand values. What is the other goal?
- Increasing sales
- Informing about products
- Changing the behaviour of target audiences
- Channelling communication tools
Question No. 6 Marks - 10
This is the sharing of meaning created through the transmission of information
Question No. 7 Marks - 10
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:
- Partner exchanges
- Collaborative exchanges
- Co-operative transfer
- Partner exchange
Question No. 8 Marks - 10
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?
Question No. 9 Marks - 10
_____________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.
- The realm of understanding
- Personal selling
Question No. 10 Marks - 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
Question No. 11 Marks - 10
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
Question No. 12 Marks - 10
This is part of the communication process and refers to the responses offered by receivers:
Question No. 13 Marks - 10
_______________ is concerned with the development of knowledge that is specific to the parties involved and is referred to as ´learning together´
- Personal influencer
Question No. 14 Marks - 10
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:
- Opinion followers
- Opinion formers
- Public relations
- Opinion leaders
Question No. 15 Marks - 10
AIDA stands for awareness, ________, desire and _________.
- interest; action
- intensity; appeal
- involvement; action
- Involvement; appeal
Question No. 16 Marks - 10
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:
- Opinion aggregators
- Opinion followers
- Opinion formers
- Opinion gatherers
Question No. 17 Marks - 10
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
- 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 Marks - 10
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:
- Channel members
Question No. 19 Marks - 10
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?
Question No. 20 Marks - 10
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?
- Word of Mouth (WOM)
- Personal Selling (PS)
- Direct Marketing (DM)
- Customer Service (CS)
Question No. 21 Marks - 10
Promotion technique for consumers according to which demonstrations and displays of products made at place of sale is called
- point of purchase promotion
- sales premium
- advertising specialties
Question No. 22 Marks - 10
Personal selling step in which sales person asks for an order to customer is classified as
- shipper approach
- handling shipment
- follow up
Question No. 23 Marks - 10
Sales force structure in which a sales representatives works to sell specific items of product line is classified as
- indirect sales force structure
- territorial sales force structure
- customer sales force structure
- product sales force structure
Question No. 24 Marks - 10
Third step in personal selling process after completion of pre-approach step is to
- prospecting and qualifying
- handling objections
- presentation and demonstration
Question No. 25 Marks - 10
Step in personal selling process which consists of first meeting first meeting between customer and sales person is called
- follow up
Question No. 26 Marks - 10
Type of sales person who work from their offices through internet or telephone are classified as
- channel intermediaries
- nominal sales force
- inside sales force
- outside sales force
Question No. 27 Marks - 10
In personal selling process, step which consists of identifying potential customers is classified as
- presenting quota
- demonstrating quota
Question No. 28 Marks - 10
Sales promotion tools used to stimulate purchase, motivate salespeople and generate business leads are classified in category of
- event promotion
- off deal promotion
- trade promotions
- business promotions
Question No. 29 Marks - 10
Consumer promotion technique through which brand marketing event is created by company or it participates in other sponsored event is classified as
- event marketing
- sponsored marketing
- premium marketing
Question No. 30 Marks - 10
Consumer promotion technique according to which seller sells two or three units of product at reduced price is classified as
- price packs
- advertising specialties
- Both 1 and 2
Question No. 31 Marks - 10
´Particular communication that must be achieve within definite target audience within specific time is classified as
- message decision
- media decision
- advertising objective
- advertising evaluation
Question No. 32 Marks - 10
Possible objectives of advertising includes
- persuasive advertising
- reminder advertising
- Information advertising
- All of the above
Question No. 33 Marks - 10
Approach of message execution which follows format of style, tone, words and format to execute message of advertising is classified as
- rational style
- persuasive style
- creative style
- execution style
Question No. 34 Marks - 10
Resources and dollars allocated to company´s or product´s promotional program are classified as
- advertising messages
- advertising budget
- advertising strategy
- advertising objective
Question No. 35 Marks - 10
Strategic media planning is a complex challenge because advertises must use their knowledge of
- Behavioural characteristics
- All of the above
Question No. 36 Marks - 10
Addressable media are used
- to deliver customised marketing messages to identifiable prospects
- for two-way communication
- for social media
- none of the above
Question No. 37 Marks - 10
Media strategy is making media decisions based on
- Whims of the market
- Understanding customers’ wants and needs
- Brand awareness
- The client’s wishes
Question No. 38 Marks - 10
Interactive media can be best described as
- Customized Marketing Messages
- Marketing Communications Mix
- Marketing Mix
- Media that allow two-way messages between company and consumer
Question No. 39 Marks - 10
Extensive local penetration and coverage is indicative of
- Online Advertising
- Social Media
Question No. 40 Marks - 10
One weakness in using out-of-home media is
- Demographic Flexibility
- Relatively Low Cost
- Delivers Excellent Reach
- Difficult to Measure and Control