AHSEC| CLASS 12| SALESMANSHIP AND ADVERTISING| SOLVED PAPER - 2022| H.S. 2ND YEAR
2022
SALESMANSHIP AND ADVERTISING
Full Marks: 100
Pass Marks: 30
Time: Three hours
The figures in the margin indicate full marks for the questions
1. Answer as directed: 1x8=8
(a) What is Sales Report? 1
Ans:- A sales report, also known as a sales analysis report, is a document that analyzes a company's sales activities over a period of time. It provides sales managers with an overview of all sales processes and operations performed by the business.
(b) What is Sales Personality? 1
Ans:- A sales personality is a collection of traits that successful salespeople use to connect with customers and close deals. It is considered to be one of the most important factors determining success in sales.
(c) Why is a Sales Quota determined? 1
Ans:- A sales quota is a performance expectation that salespeople must achieve within a set time period to earn their target incentive pay. Quotas are also called goals or targets.
Sales managers set quotas based on historical data and sales forecasts to ensure that profits and revenues continue to grow for the business.
Sales quota is determined using various factors such as:-
(i) Market potential
(ii) Marketing method
(d) What is Straight Commission method of wages payment? 1
Ans:- The straight commission method of salary payment is when a salesperson is paid based on his sales. This method is also known as commission-only compensation.
Here are some details about the straight commission method:-
(i) Payment: Salespeople receive a percentage of what they sell and no other compensation.
(ii) Salary: There is no fixed salary component.
(e) What is an advertisement copy? 1
Ans:- Advertising copy is a term used to describe the body text used in an advertisement. The text can be a dialogue, a catchy punch line or a company quote.
(f) What is an advertisement budget? 1
Ans:- An advertising budget is the amount of money a company sets aside for marketing and promotional activities. It is a financial plan that outlines how money will be allocated to different advertising channels and campaigns.
(g) What is Publicity Program? 1
Ans:- Promotion is a form of promotion that involves the free dissemination of information about a product or service through mass media. It is a non-personal form of communication in which the buyer and seller are not involved.
(h) What is advertising agency? 1
Ans:- An advertising agency is a business that creates, plans and manages advertising and other types of promotion and marketing for its clients. These are also called creative agencies or advertising agencies.
2. Write two significance of market research? 2
Ans:- Market research can help you analyze key trends and predict how the market will change.
Here are some reasons why market research is important for your business:-
(i) Identifies new products and services: Market research can help you determine what new products or services the market needs and how you can provide them.
(ii) Identifies potential customers: Demographic information such as gender, age, income, occupation and lifestyle can help you understand your customer base better. If you know who your current customers are, you can target them in the future.
3. What is meant by Control of Salesman? 2
Ans:- Salesman control means targeted control, monitoring and evaluation of sales strategy. The purpose of sales control is to improve the financial success of an organization and help them meet their sales and revenue goals.
Sales control system is used to provide incentives to the employees. Incentives may include awards, discounts, bonuses or time off.
4. Write the factors that affect media selection of advertisement. 2
Ans:- The factors affect media selection of advertising are:-
(i) Nature of the product or service: The type of product or service being advertised will determine the most effective media channels. For example, a new product may require more advertising to generate awareness, while an established product may only need to maintain brand awareness.
(ii) Target audience: The target audience for the product or service will also influence media selection. Advertisers need to choose channels that are popular among their target audience. For example, if the target audience is young adults, social media or online advertising may be more effective than traditional television or radio advertising.
5. What is the need for selection of salesman? 2
Ans:- Selecting the right salesmen is important as it can have a positive impact on a company's sales volume, profitability, customer satisfaction and much more.
Here are some qualities to consider while selecting a salesman:-
(i) Physical qualities: A salesman should be healthy and have an attractive personality. They should have good posture, a pleasant voice and be physically able to travel.
(ii) Personality: A salesman should have an impressive and cheerful personality.
6. Write a note on ‘remuneration of salesman’. 2
Ans:- Salesman's Remuneration:
A salesman is a person who is employed by a company to sell its products or services. A salesman's remuneration is the amount of money he is paid for his work. There are many different ways to remunerate salespeople, and the best approach will vary depending on the company and industry.
7. Write the three direct methods of selling goods by producers to consumers. 3
Ans:- There are three direct methods of selling goods to consumers by producers:-
(i) Direct selling: This is the most direct method of selling, in which the manufacturer sells the goods directly to the consumer. This can be done through various channels, such as door-to-door selling, telemarketing and online selling.
(ii) Manufacturer-owned retail stores: In this method producers open their own retail stores to sell their goods directly to consumers. This may be a good option for producers who want more control over the retail experience and who want to build a strong brand identity.
(iii) Mail-order: In this method the manufacturer sells his goods to the consumers through mail. This can be a good option for manufacturers who want to reach a wide geographic area and who want to provide a convenient shopping experience to consumers.
8. Write three duties of a sales manager. 3
Ans:- Here are the three duties of the sales manager:-
(i) Recruitment and appointment of new sales representatives: This is one of the most important duties of a sales manager, as it is essential to have a team of qualified and motivated salespeople to achieve sales targets.
(ii) Training and developing sales representatives: Once new sales representatives are hired, it is important to provide them with the training and development they need to be successful.
(iii) Motivating and managing sales representatives: Sales managers need to create a positive and supportive work environment for their sales team members.
9. Write three purposes of market research. 3
Ans:- Market research has three objectives:-
(i) To understand the needs and wants of customers: Market research can help businesses understand what their customers are looking for in a product or service.
(ii) Identifying and evaluating marketing opportunities: Market research can help businesses identify new markets for their products and services.
(iii) To measure the effectiveness of marketing campaigns: Market research can help businesses measure the effectiveness of their marketing campaigns.
10. Write a note on advertising theme. 3
Ans:- An advertising theme is the central idea or message that is reflected in all the advertisements in an advertising campaign for a product. The purpose of an advertising theme is to firmly establish the product in the minds of target customers. Therefore, a series of advertisements are created under the same themed advertising campaign so that customers receive the same message in multiple ways and register the same thing in their minds. This has proven to be more effective in generating impact than showing different ads with different themes for the same product.
11. Write the basic elements of an advertising copy. 3
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