Third Year

Time : Three hours

Maximum : 75 marks

1. Section A consists of EIGHT short answer questions. The candidate has to answer FOUR questions. The answer shall not exceed 1 page each.
2. Section B consists of FOUR questions. Each question consists of either or choices and the candidate has to answer either (a) or (b) from each question. The answer shall not exceed 5 pages each.
3. Section C consists of Case which is compulsory and carries 15 marks.

SECTION A - (4 x 3 = 12 marks)

1. Write any FOUR of the following:

(a) Missionary salesman
(b) Personal selling
(c) Sales quota
(d) Sales analysis
(e) Media mix
(f) Advertisement copy
(g) Recall Test
(h) Sales promotion

SECTION B -(4 x 12 = 48 marks)

Answer ALL questions

2. (a) Explain AIDAS theory of selling. How it is relevant to salesman?

Or

(b) Why motivating sales people is more important than other personnel? What methods are generally used to motivate sales personnel?

3. (a) "A good salesman is born, not made". Do you agree? Why?

Or

(b) What is the criteria adopted in evaluating the performance of sales personnel? What are the benefits of performance evaluation to the sales person?

4. (a) What is media planning? Discuss about the major considerations in media selection.

Or

(b) What are the elements of a print Ad. Copy? Analyse the contents of any print ad. Copy you have seen in recent times.

5. (a) What are the functions of advertising agency? What factors do you consider which choosing an advertising agency?

Or

(b) How do you measure the effectiveness of advertising? What are the difficulties involved in measuring the effectiveness of advertisements.

SECTION C - (15 marks)

6. Fast Track Electricals is a manufacturer of home appliances. It is a company that distributes its products in its own showrooms. It is located in metros and 'A' class cities.

In January this year, they introduced an electric shaver, priced at almost 15% lower than the competitors. Shaver, according to the company, is superior to competitive products in quality and user-friendly.

Fast Track was keener to introduce their shaver in national market. Accordingly, they gave advertisements in print media (both English news papers and magazines). The advertisement was as below:

Headline : You can now shave electrically.

Body : Picture of shaver with brand name "smooth" and word with across the picture.

Closing : Brand name (smooth) written in bold and address of company in right hand corner.

(The ad. was something like as shown below)

YOU CAN NOW SHAVE ELECTRICALLY WITH SMOOTH SMOOTH FAST TRACK ……………….

Till April end Fast Track had spent Rs.23 lakhs in advertisements as against sales of only Rs.27,000.

R. K. Ram, the proprietor was worried and depressed.

On May 3 Mr. Ram had decided to abandon the whole project of shavers. However, before doing so, he contacted Atam Vishwas Ad. agency and contracted with them to have a last shot at establishing the product.

After a careful analysis of the situation and market position, on May 15 Vishwas gave the following advertisement.

Head line: Now you can shave in the Luxury of your bed.

Body : Picture showing a double bed with a lady sleeping peacefully on one side. On the other side is shown a man holding a cup of tea in his left hand and shaving his cheek with his right hand. He is shown as absolutely relaxed and reclining on the pillows - setting is a middle class bed room.

Closing : Below the picture, brand name 'smooth' is mentioned and below this in brackets (*)(16th May onwards shave in luxury contact phone …) (No. of distributor) on right hand corner - quality product of Fast Track.

Till 3 P.M. on May 31, after just four ad. insertions, recorded sales on an all India basis had crossed Rs.8 lakhs with pending orders of Rs.2 lakhs. (*) Action date was changed on each advertisement.

Questions:

(a) Analyse the two ads for their appeal.
(b) After success in print media, as account manager of the agency what other media options would you offer and why?

[204/DM-I/04]

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