Marketing


Question1.List and briefly describe the major advertising decisions which itís described.


SHAPE * MERGEFORMAT
Objective Setting


Communication


Objectives


Sales


Objectives


Budget decisions


Affordable approach


Percent of sales


Competitive parity


Objective and task


Budget decisions


Affordable approach


Percent of sales


Competitive parity


Objective and task


Media Decisions


Reach, frequency, impact


Major media Types


Specific media vehicles


Media timing


Message decisions


Message strategy


Message execution




Question2. Advertising objectives can be classified as to primary purpose. List three broad forms of objectives. Define each.


Informative advertising is used heavily when introducing a new product category. In this case, the objective is to build primary demand.


Persuasive Advertising is used to build selective demand for a brand by persuading consumers that it offers the best quality for their money.


Reminder Advertising is used to keep consumers thinking about a product. This form of advertising is more important for mature products.




Question 3. Discuss the differences between reach, frequency and impact



Media Selection


Definition


Examples


Reach


Is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time


The advertiser might try to reach 70 percent of the target market during the first three months of the campaign.


Frequency


Is a measure of how many times the average person in the target market is exposed to the message.


The advertiser might want an average exposure frequency of three.


Impact


Is the qualitative value of a message exposure through a given medium.


For products that need to be demonstrated, messages on television may have more impact than messages on radio because television uses sight and sound.



Question4. It is often difficult to determine which of the mass media forms are most appropriate in certain situation. List the advantages and disadvantages for using newspaper, television, radio, and magazine.


Medium


Advantages


Disadvantages


Newspapers


Flexibility ; timeline ; good local market coverage ; broad acceptability ; high believability


Short-life ; poor reproduction quality ; small pass along audience


Television


Good mass-market selectivity ; low cost per exposure ; combines sight, sound, and motion, appealing to the senses


High absolute costs ; high clutter ; fleeting exposure ; less audience selectivity


Radio


Good local acceptance ; high geographic and demographic selectivity ; low costs


Audio only ; fleeting exposure ; low attention ; fragmented audiences


Magazine


High geographic and demographic selectivity ; credibility and prestige ; high-quality reproduction ; long life and good pass-along readership


Long ad purchase lead time ; high cost ; no guarantee of position





Question5. Explain whatís a sale promotion is and how the major forms are primarily used, give one example of a specific sales promotion technique for each of the major forms of sales promotion.


Sales promotion is a mass communication technique that offers short-term incentives to encourage the purchase or sale of a product or service.
Question6. Define sales force management and list the six major steps in the sales force management process.


Sales force management is the analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, compensating, supervising, and evaluating the firmís salespeople.


The Six major steps in the sales force management process:


(i) Designing sales force strategy and structure


(ii) Recruiting and selecting salespeople


(iii) Training salespeople


(iv) Compensating salespeople


(v) Supervising salespeople


(vi) Evaluating salespeople
Question 7. List and characterize the three primary methods for establishing structure for the sales force.


Sales Force Structure


Definition


Examples


Territorial Sales Force Structure


A sales force organization that assigns each salespeople to an exclusive geographic territory in which that salespeople sells the companyís full line


Campbell Soup uses a territorial structure in which each salesperson is responsible for selling all Campbell Soup products. Starting at the bottom of the organization, sales merchandisers reports to sales representatives, who report to retail supervisor, who report to directors of retail sales operations, who report to 1 of 22 regional sales managers. Regional sales managers, in turn, report to 1 0f 4 general sales managers, who report to a vice president and general sales manager.


Product Sales Force Structure


A sales force organization under which salespeople specialize in selling only a portion of the companyís products of lines.


Baxter International, a hospital supply company, has several product divisions, each with a separate sales force. Several Baxter salespeople might end up calling on the same hospital on the same day. This means that they travel over the same routes and wait to see the same customerís purchasing agents. These extra costs must be compared with the benefits of better product knowledge and attention to individual products.


Customer Sales Force Structure


A sales