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Paper XXIV.
Advertising and Personal Selling

Ch. 1. Intro to Advertising

2007
1. What do you understand by advertising? Discuss its objectives and utility for marketing of
products. (5 marks) [2007]
2. The major recurrent decision facing a firm is how much to spend on advertising." Do you
agree? Explain the common methods adopted for setting the advertising budget. (5
marks) [2007]
3. Advertising is economically beneficial but not socially justifiable,' Comment. (8 marks)
[2008]

2008
4. Explain the role of audience selection in advertising. (7 marks) [2008]
5. What is advertising budget? Explain any two methods of allocating the advertising budget.
(7.5 marks) [2008]
6. Identify the type of advertising in the following cases (no details required):
a. An advertisement by Tea Board of India saying. (Take Tea)'
b. An advertisement by Connaught Place Traders to make shopping during October
2008 (Diwali Period) and win fabulous prizes daily.
c. An advertisement by Maruti Udyog Ltd. showing a comparative analysis of Zen.
Car, Santro Car and other cars (manufactured by other car companies) on the
basis of price, mileage, engine, interiors and leg-room.
d. An advertisement by Reliance Communication for effecting increase in sales.
e. An advertisement by the Ministry of Health, Govt. of India for 'polio drops' on the
coming Sunday. (7.5 marks) [2008]

2009
7. The enemies of advertising are the enemies of freedom. David Ogilvi. Comment. (8
marks) [2009]

2010
8. a. Advertising helps in getting better value for money, both for the producer as well as the
consumer. Do you agree? Give reasons in support of your answer.
b. Differentiate between the Top-Down and Bottom-Up approaches to setting advertising
budgets. Briefly explain the objective and Task Method of setting an advertising budget.
(7.5+7.5) [2010]
9. Critically examine the DAGMAR approach for setting advertising objectives. (7.5) [2010]



Ch. 2. Media Decisions

2007
1. Which advertising media would you suggest for advertising the following
products? Give reasons
i) Books;
ii) Banking services. (6 marks) [2007]
2. What is meant by the advertising media? Discuss the advantages and
drawbacks of outdoor advertising. (6 marks) [2007]

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2008
3. Make a comparative evaluation of the following media:
i. Radio and TV;
ii. Newspapers and Magazines;
iii. Direct Mail and Outdoor Advertisement (5x3=15) [2008]

2009
4. Which one of the following medium/ media is/ are suitable for mass
marketing- Newspaper, TV, Event Sponsoring and Direct Mail? (7 marks)
[2009]
5. Identify the type of advertising along with the reasoning of the following
cases:
a. Hindustan Unilever Ltd. advertises (Sunsilk shampoo)
throughout India
b. Haldiram Confectioners, a Delhi-based sweets and namkeen
manufacturer and seller, makes advertising through hoardings
on all the entry points to Delhi
c. For the last one week you have been daily seeing an advertisement' the
newspaper, but it is not clear as to what product it offers.
d. Big Bazaar regularly advertises its products targeting consumers.
e. Kajaria Tiles presents advertisement in 'Inside and Outside magazine meant
for architects and interior decorators offering vitrified floor tiles. (2x5=10)
[2009]

6. T.V. is a better medium than other media. Why? (5 marks) [2009]
7. a.) Recently an EMCG marketing company has decided to make use of barbers to
promote 'Parachute' After-Shower Cream. How do you think barbers can influence this
brand/product? b.) Dabur has contracted M.S. Dhoni to endorse Dabur Chyavanprash.
Earlier, it was endorsed by Amitabh Bachchan. What purpose will it serve? (5x2=10) [2009]

2010
8. Write short notes on:
a. Internet Advertising
b. Transit Advertising
c. Windows Display (7.5 marks) [2010]




Ch. 3. Message Development

2007
1. What are the differences between rational and emotional advertising appeals?
Which of the two should be preferred? Why? (5 marks) [2007]
2. What is an advertising copy? Detail its elements. (5 marks) [2007]
3. Write a note on buying motives and selling appeals. (6 marks) [2007]

2008
4. Explain the role of headings and illustrations in the print advertising. (7 marks) [2008]
5. What are the important elements of a broadcast copy? (8 marks) [2008]

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6. Read the following to identify kinds of appeal used in and give another example of the ad
using the same appeal:
(i) An advertisement by Baja] Allianz:
"Just a few things I
Need for my family."
A big house
A big car
Funds for my child's higher studies, and
LIFETIME SECURITY FOR MY FAMILY
(ii) An advertisement by Air Deccan
Celebration is in the air!
GRAB 2,00,000 tickets starting Rs. 2 #
For travel in Feb. and March, 2008,
Let the celebrations continue well into 2008!
Book now. Pay less.
(iii) An advertisement from Eureka Forbes for its Aqua Sure Storage:
For your Child's Health
SAY YES TO SURE, SAFE AND PURE DRINKJ[NG WATER.
(iv) An ad by Bank of India on TV:
The bank manager comes to the pensioner's house
to get pension papers signed, Since the pensioner
did not come to the bank on the last day of the month.
(v) An ad by Skoda Superb showing the Car (a very big and beautiful car)-
EXUDES POWER
LIKE THE MAN WHO OWNS IT.
An embodiment of exemplary power, technology
and luxury, the Skoda Superb has been the first
choice of men of power, heads of state and royalty.
Isn't it time you acquired the most powerful
statement of power? (15 marks) [2008]
7. What do you mean by consumer buying motives. What are the various types IJf buying
motives? (7 marks) [2008]

2009
8. What do you mean by the term Advertising Appeals? What kind of appeal(s) the Insurance
companies made use of? (5 marks) [2009]

2010
9. What is an advertisement copy? What are the essential features of a scientifically developed
advertising copy? (7.5 marks) [2010]
10. Do you think the same advertisement copy is suitable for all types of media? Substantiate
your answer using examples. (7.5 marks) [2010]
11. Distinguish between: Emotional and Rational Buying Motives (5 marks) [2010]



Ch. 4. Measuring Advertising Effectiveness

2007
1. What are the common methods for measuring advertising effectiveness? (6
marks) [2007]
2. Which of the two methods for measuring advertising effectiveness- communication effects
and sales effects-should be used for the following
a. Black and white TV;
b. Battery-driven cars (6 marks) [2007]
2009

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3. Is it necessary to measure advertising effectiveness? Why? (5 marks) [2009]

2010
4. Briefly explain the pretesting methods for measuring the communication
effects of advertising. (7.5 marks) [2010]
5. An important question in measuring advertising effectiveness is what to
measure? What do you think should be the subject matter for measuring
effectiveness? (7.5 marks) [2010]





Ch. 5. Advertising Agency

2007, 2008
1. What is an in-house advertising agency? What are the advantages and limitations of having
an in-house advertising arrangement? (5 marks) [2007, 2008]

2009
2. Briefly explain the major functions if an advertising agency. (5 marks) [2009]
3. What is an Advertising Agency? Briefly describe various types of advertising agencies. (5
marks) [2009]

2010
4. Define an advertising agency. What are its major major functions? (7.5 marks) [2010]





Ch. 6. Ethical and Legal Aspects of Advertising

2007
1. Advertising should be socially, ethically as well as legally responsible." Comment. (5 marks)
[2007]

2008
2. Write short note on Misleading Advertisements. (4 marks) [2008]

2009
3. One airline advertisement reads-"Book tickets from Delhi to Mumbai for Rs. 99*only (*taxes
etc. extra.)"-without disclosing as to how much starred items would cost. These do cost
around Rs. 3,000. In your opinion, is this practice ethically correct? (5 marks) [2009]

2010
4. Write notes on: Deceptive Advertising (5 marks) [2010]




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Ch. 7 Intro to Personal Selling

2008
1. Explain the various personal selling situations. What is the salesman's job in different
situations? (8 marks) [2008]

2010
2. Distinguish between: Salesmanship and Personal Selling (5 marks) [2010]
3. Write notes on: Personal Selling Situations (5 marks) [2010]


Ch. 8. Process of Effective Selling

2007
1. Write short notes on:
a. Prospecting
b. Pre-approach (5 marks) [2007]
2. Describe the role and task of a sales-person in closing the sale. (6 marks)
[2007]
3. Write short notes on;
a. Approach
b. Presentation (5 marks) [2007]
4. Write short notes on;
a. Handling objections
b. Customer follow-up (6 marks) [2007]

2008
5. What type of objections do the customers raise in personal selling? Explain the methods and
precautions which salesmen use while handling such objections. (8 marks) [2008]

2009
6. What competencies are expected in a successful sales person? (5 marks)
[2009]
7. Write short notes on:
a. Handling buyers objections
b. Customer follow-up (5x2=10) [2009]

2010
8. (a) Explain the various methods that can be adopted by a salesperson in the
Approach stage of personal selling process. (b) The objective of personal
selling is not to close a sale but build long term relationships. Elaborate. (7.5 +
7.5) [2010]
9. (a) What is a sales presentation? Explain the different types of presentation
formats available to a sales person. (b) Why do prospects raise objectives?
Discuss briefly the various typers of objections raised by them. (7.5 + 7.5)
[2010]





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Ch. 9. Sales Planning and Control

2007
1. What do you understand by 'Sales Quotas'? Examine the various types of sales quotas. (5
marks) [2007]

2008
2. Briefly explain the methods adopted for sales forecasting. (7 marks) [2007, 2008]
3. Write notes on:
a. Sales budget, and
b. Types of sales quota (4+4=8) [2008]
2009
4. Write short notes on:
a) Sales quotas
b) Sales forecasting (5x2=10) [2009]
2010
5. What is sales presentation? List the guidelines that can be used for making sales forecasts
more accurate. (7.5 marks) [2010]
6. The objectives of a Sales Budget are to make profitable sales. Do you agree? Give reasons.
(7.5 marks) [2010]

Ch. 10. Management of Sales Force

2007
1. "There is no universal thumb-rule for designing a suitable compensation plan."
Comment giving examples. (6 marks) [2007]
2. Qualitative and Quantitative Approaches are equally important for
performance appraisal of a sales-person. Comment giving reasons. (6
marks) [2007]

2008
3. What is the significance of tests and personal interviews in the selection, of sales people? (7
marks) [2008]
4. 'Sales people need to be continuously trained in order to make them competitively fit.' How
can the sales training programmes be made more effective and result oriented? (7 marks)
[2008]
5. Compensation plays a key role in motivating the sales force. Discuss the role of monetary and
non-monetary factors in motivating the sales force. (8 marks) [2008]
6. Appraisal is not criticism of a salesman's performance, rather it is a help in his overall
development.' Comment. (7 marks) [2008]

2009
7. a. Is training a life-long necessity? Why? (5 marks) [2009]
b. Briefly describe any two methods that can be used to appraise the performance of
salespersons. (5 marks) [2009]
2010
8. Discuss the procedure commonly adopted for selection of sales personnel. (7.5 marks) [2010]
9. What should be the essential features of a compensation plan so as to effectively motivate
sales personnel? (7.5 marks) [2010]