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Advertising and Sales Management Exam Guide

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10 views4 pages

Advertising and Sales Management Exam Guide

Uploaded by

Ratnadeep Gharat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

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Paper / Subject Code: 66674 / BUSINESS STUDIES (MANAGEMENT) : Advertising and Sales Management

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[Link] (Sem-IV) July-2023

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BUSINESS STUDIES (MANAGEMENT): Advertising and Sales Management

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Time: 2 Hours Total Marks: 60

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N.B: 1) All questions are compulsory.

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2) Figures to the right indicate full marks.

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Q. 1 Answer the Following

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a) Define Advertising. Discuss the Classification of Advertising. (08)

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b) Explain the various reasons for which an Ad agency can loose their clients. (07)

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c) Briefly describe the methods of setting Advertising Budget (08)

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d) Discuss Hierarchy of Effects Model of Advertising (07)
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a) How to develop an advertising copy for print media? (08)

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b) Elaborate various methods of pre-testing of advertising effectiveness. (07)

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c) Discuss the various careers in the field of advertising. (08)

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d) Write a note on Information and Broadcasting Ministry (IBM). (07)

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Q. 3 Answer the Following

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a) Explain the functions of Sales Management. (08)

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b)Explain the Training Methods of Sales Force. (07)

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c)What is Sales Force Management? Explain its Selection Procedure. (08)


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d)Explain the structure of Sales Organisation. (07)

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1) The _________ department is the link between the ad agency and its clients.
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a) Finance b) media
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experience.
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a) Digital Games b) Virtual Reality


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c) Napkin Ad d) Myst Media


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3) ASCI stands for _________________


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a) Advertising Soft Copy Index


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b) Advertising Standard Cost Index


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c) Advertising Statistics Council of India


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d) Advertising Standard Council of India


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4) When the _____________ is posted to find candidates, the goal is to attract highly skilled

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sales professionals willing to take on the challenges.

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a) job description

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b) resume

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c) cover letter

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d) Advertisement

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5)___________ Technique contains a panel of experts for sales forecasting.

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a) Suppliers' Panel

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b) Test Marketing

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c) Moving Averages

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3) Advertising campaigns of ‘Vicco’ support to Ayurveda.

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4) Teleconference sales training can be a cost-effective method, as the sales staff does not have
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to travel to go through training.

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Group A Group B
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Q4. Write Short notes on (Any Three) (15)


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2)Methods of Sales Quota


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4) Customer Feedback
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5) Role of IT in sales Management


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मराठी रुपाांतर

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वेळ : २ तास गुण :६०

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सूचना: १. सवव प्रश्न आवश्यक आहेत.

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२. उजवीकडील अांक पूणव गुण दर्वववतात.

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प्र. १. खालील प्रश्नाांची उत्तरे वलहा

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अ) जावहरातीची व्याख्या वलहा.जावहरातीच्या वगीकरणावर चचाव करा. (०८)

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ब) जावहरात एजन्सी तयाांचे ग्राहक गमावू र्कते तयाची ववववध कारणे स्पष्ट करा. 64 (०७)

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क) जावहरात अांदाजपत्रक तयार करण्याच्या पद्धतींचे थोडक्यात वणवन करा (०८)


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ड) जावहरातीच्या इफे क््स मॉडेलच्या पदानुक्रमावर चचाव करा (०७)


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अ) प्रप्रट मीवडयासाठी जावहरात प्रत कर्ी ववकवसत करावी? (०८)


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ब) जावहरात पररणामकारकतेच्या पूवव-चाचणीच्या ववववध पद्धती ववस्तृत करा.
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क) जावहरात क्षेत्रातील ववववध कररअरची चचाव करा.


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ड) मावहती आवण प्रसारण मांत्रालय (IBM) वर एक टीप वलहा. (०७)
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प्र. ३. खालील प्रश्नाांची उत्तरे वलहा


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अ) ववक्री व्यवस्थापनाची काये स्पष्ट करा.


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ब) ववक्री दलाच्या प्रवर्क्षण पद्धती स्पष्ट करा.


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ड) ववक्री सांस्थेची रचना स्पष्ट करा.


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(०५)
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प्र. ४. अ) खालील क्रदलेल्या पयावयाांपक


ै ी योग्य तो पयावय वनवडा.
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१) _________ ववभाग हा जावहरात एजन्सी आवण तयाचे ग्राहक याांच्यातील दुवा आहे.
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अ) ववत्त ब) माध्यम
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क) खाते सेवा ड) सजवनर्ील


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२) _______ तांत्रज्ञान वापरकतयावची भौवतक उपवस्थती आवण सांवेदी अनुभवासह वातावरणाचे अनुकरण करतात.
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अ) वडवजटल गेम्स ब) आभासी वास्तव


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क) नॅपक्रकन जावहरात ड) वमस्ट माध्यम


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३) ASCI म्हणजे _________________

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अ) अॅडवरटाप्रजग सॉफ्ट कॉपी इां डेक्स

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70
D5

77

99

4C
64
8

0
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96

B2

1C

A
74

70
30

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6
01

64
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8
ड) अॅडवरटाप्रजग स्टँडडव कौवन्सल ऑफ इां वडया

89

29
1
6

0A

C
E
9

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4C

1B
30

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7

87
6D

9
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29
४) जेव्हा ____________ हे उमेदवार र्ोधण्यासाठी पोस्ट के ले जाते, तेव्हा आव्हाने स्वीकारण्यास इच्छु क उच्च

C6
E1

4D
8

09
4C
64

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70
5

91
77
3

D
1C
कु र्ल ववक्री व्यावसावयकाांना आकर्षित करणे हे ध्येय असते.

D8

A0
89

29
E1
96
6
99

C
64

74

1B
0
0

D5
4

87
अ) नोकरीचे वणवन ब) resume

3
B2

17
A

0
89

9
6

4D
1

A
46

B2
01

5E
9
क) कव्हर लेटर ड) जावहरात
9

4C

0
0
9

C6

77

87
0A

01
93

6D
B2

6A
५) ___________ तांत्रामध्ये ववक्री पूवावनुमानासाठी एका तज्ञ पॅनलचा समावेर् होतो

E1

4D
91

0A
C8
87

01

09
64

D5
29

77
A4
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87
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93
अ) पुरवठादाराांचा पॅनल ब) चाचणी ववपणन
C
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0

1
96

4D
1

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6
77

5E
9

4
क) गवतमान सरासरी ड) डेल्फी (Delphi)
D8

30
9

6
E1

77
4
A

6D
B2

89
74

E1
D5

91

6
7

09
4C
64
17

(०५)
D8

प्र. ४. ब) खालील ववधाने सतय ककवा असतय ते साांगा.

D5
9
96

0A

93
2

1C
5E

6A
74

B
30

96
१) AIDA मॉडेलमध्ये 'D' म्हणजे मागव दाखवणे होय

C8
87

01
6D

99

64
7
89

30
1

A4
4D

1C
5E
09
4C

89
२) जावहरात पररणामकारकतेची उत्तर (Post) चाचणी आवश्यक नसते.
B
0

46
77

01
93

6D

99

4C
6A

D8

३) ‘ववको’च्या जावहरात मोवहमा आयुवेदाचे समथवन करतात.

C6
1

0A
C8

2
E
09

6A
64

1B
D5

91
7
A4

7
93

४) टेलीकॉन्फरन्स ववक्री प्रवर्क्षण ही एक क्रकफायतर्ीर पद्धत असू र्कते, कारण ववक्री कमवचारयाांना
1C

64
7

A0

29
1
96

4D
C8
46

1C
5E
99

प्रवर्क्षणासाठी प्रवास करावा लागत नाही.


1B
70
30
C6

7
A4

6D
B2

99
7

५) कायवकारी मत ही ववक्री अांदाजाची जुनी पध्दत आहे .


A0
89

D
91

46

B2
01

E
09
4C

74

70
D5
29

C6
0A

01
93

प्र. ४ क योग्य जोड्या लावा (०५)


17
6A

D8
1B

6
91

0A
C8
87

E
9
64

74
A0

D5
29

गट अ गट ब
A4
4D

87
3
1C

17
89
1B
70

96

4D

१)प्रजगल्स आवण सांगीत अ) फोन मुलाखत


6

5E
99

4C
4
D8

A0

0
6

77
3

6D
B2

1C

6A

२) Dagmar मॉडेल
89

ब) अांदाजलावणे / बाांधणे
74

70

E1
01

09
99

4C
64
17

D8

D5
0A

93

३)टेली कॉन्फरप्रन्सग
B2

क) ववक्री कॉलचा तार्ककक वनष्किव


1C
5E

A
74

96
C8
6
7

01
6D

4
7

D8

४) ववक्री बांद करणे


30

ड) प्रसार माध्यमे
9

C6
E1

A4
0A

B2

89
74
D5

91

५) ववक्रीअांदाज
87

ई) रसेल कोले
01

4C
4
17

29

C6
96

4D

0A
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6A

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1B
30

91
77

7
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64
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29

प्र. ४. टीपा वलहा (कोणतयाही तीन) (१५)


E1

1C
09
4C

74

B
0
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01
93

99

१) ववक्री वनयोजन प्रक्रक्रया


17

8
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5E

74

२) ववक्री कोटा पद्धती


30
A4

87

01
6D

7
89

३) ववक्री प्राांत/ प्रदेर्


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4D

0A
46

09
4C

D5
C6

77

87

४) ग्राहक अवभप्राय
93
6A

1
96

4D
91

C8

५) ववक्री व्यवस्थापनातील मावहती तांत्रज्ञानातील भूवमका


64

30

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77
A4
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**********************
89

E1
96
46
99

4C

30

D5
C6
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6A

89

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96
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70

Common questions

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A sales organization structure significantly affects sales force performance by shaping communication flows, defining roles, and influencing motivation. Key structural elements include the size of the sales team, the division of sales territories to ensure balanced workloads, and the management hierarchy for clear leadership and guidance. A well-designed structure facilitates efficient decision-making, boosts morale through well-defined roles, and increases market coverage by leveraging specialized skills .

The account service department acts as the primary liaison between the ad agency and its clients by understanding client needs, developing effective advertising strategies, and ensuring smooth communication throughout the campaign process. Critical competencies for this role include excellent communication skills, strategic thinking, problem-solving abilities, and a deep understanding of marketing principles .

Tele-conferencing offers strategic benefits such as cost savings on travel, flexibility in training schedules, and the ability to access dispersed teams easily. However, its limitations include potential technology challenges, reduced personal interaction, and difficulty in maintaining trainee engagement. Businesses must balance tele-conferencing with other training methods to ensure comprehensive training experiences .

Pre-testing advertising effectiveness is significant as it enables advertisers to assess if a campaign resonates with the target audience before full-scale launch, potentially saving costs and optimizing impact. Main methods include concept testing, communication testing, and test markets. Concept testing evaluates consumer response to advertising ideas, communication testing assesses clarity and persuasiveness, and test markets simulate a full market launch to gather comprehensive feedback .

The distinct methods for setting an advertising budget include the percentage of sales method, competitive parity method, objective and task method, and the affordable method. The percentage of sales method ties the budget to company revenue, which is simple but assumes a direct link between advertising and sales. On the other hand, the competitive parity method sets the budget based on competitors' spend, ensuring relative market parity but discouraging innovation. The objective and task method involves setting the budget based on specific goals, offering precision but being complex to implement. Lastly, the affordable method allocates budget based on what the company can afford, simple yet risk overlooking optimal spending needs for effective campaigning .

The hierarchy of effects model guides the development of advertising campaigns by structuring them to move consumers from awareness to action through stages such as interest, desire, and conviction. This systematic approach helps in planning and evaluating the campaign's effectiveness. However, its linear progression may not accurately reflect the circular or cyclical nature of consumer decision-making, particularly in today's digital landscape where feedback can rapidly alter customer perceptions .

Virtual reality (VR) differs from digital games by offering immersive experiences that simulate physical presence in a virtual environment, whereas digital games primarily focus on interactive entertainment without requiring sensory immersion. VR in advertising offers advantages such as the ability to deeply engage consumers, create memorable experiences through immersive storytelling, and provide realistic product demonstrations that enhance consumer understanding and preference .

IT plays a transformative role in sales management by automating routine tasks, facilitating data analysis, and improving communication. It enables CRM systems to provide insights into customer behavior and trends, supports the automation of sales processes through software, and allows for more effective management of customer relationships. This transformation facilitates faster decision-making, greater efficiency, and enhanced customer satisfaction, leading to more robust sales performance and competitive advantage .

Sales management encompasses functions like setting sales goals, recruiting and training the sales force, managing sales operations, and measuring performance. These functions enhance the sales process by ensuring well-defined objectives, a skilled and capable sales team, efficient operations, and continuous performance evaluation, which ultimately leads to improved sales results and organizational growth .

Advertising agencies might lose clients due to factors such as poor communication, failure to deliver expected results, lack of creativity, inadequate understanding of the client's business, and budgetary constraints. Agencies can address these issues by maintaining open and proactive communication, setting clear and achievable objectives, investing in creative talent development, deeply understanding the client’s industry, and managing expectations concerning budget and outcomes .

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