AHSEC CLASS 12 SALESMANSHIP AND ADVERTISING SOLVED PAPER - 2019| H.S. 2ND YEAR
2019
SALESMANSHIP & 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: 1×8=8
(a)
Advertising agencies only prepare advertising plan. 1 (Indicate whether True or
False) False
(b) The basic
objective of advertisement is to create Demand
for the goods/services. 1 (Fill in the blank)
(c) Newspaper
is an indoor / outdoor media of advertisement.
1 (Choose the correct word)
(d)
"Personal selling and salesmanship are synonymous terms". 1 (Indicate
whether True or False) True
(e)
"Radio advertisement is direct/indirect
advertising". 1 (Choose the correct answer)
(f) What is
creative Salesmanship? 1
Ans:-
Creative selling skills involve using innovative and imaginative techniques to
effectively sell products or services. It goes beyond simply presenting
features and benefits, and aims to create a memorable experience for the
customer.
(g)
"Identification of target group is not the subject matter of market
research". 1 (Indicate whether True or False) False
(h) Good
health is a physical / mental trait of a
salesman. 1 (Choose the correct word)
2. What is 'Topical Copy'? 2
Ans:- Topical advertising, also known as 'topical
copy', is a marketing technique used by advertising agencies to create ads that
respond to current events or trending news. Its goal is to generate additional
buzz and coverage for a brand by creating content that is relevant to the
public's interest in a timely manner.
3. What is sales report? 2
Ans:- A sales report is a comprehensive document that
analyzes a company's sales activities and performance over a specific period of
time. It typically includes information on sales volume, revenue, leads, new
accounts, and costs.
4. What is meant by "Patronage buying motives"?
2
Ans:- Based on search results, patronage purchase
motives refer to the reasons or considerations that influence a buyer to prefer
a particular retailer, outlet, or service provider over others.
The main
points about patronage buying objectives are:-
(i)
Emotional patronage buying objectives:
(a) Appearance
of the shop
(b) Attractive
display of goods in the shop
(ii)
Rational patronage buying objectives:
(a) Convenient
location and proximity of the shop
(b) Relatively
low prices offered at the shop
5. Mention two services rendered by an advertising
agency. 2
Ans:- The main services provided by an advertising agency
are:-
(i) Creative
services: Advertising agencies provide creative services such as developing
advertising materials including visuals, text and videos for various platforms.
This involves the work of creative teams such as art directors, copywriters,
designers and motion graphics professionals to create effective and attractive
advertising campaigns.
(ii) Media
selection and planning: Advertising agencies are responsible for selecting
the appropriate media channel (such as TV, print, digital, outdoor) to deliver
the advertising message to the target audience. This involves careful
consideration of factors such as cost, reach, audience demographics and client
requirements. The agency also handles the planning and booking of advertising
placements in the selected media.
6. What is "Real response" in advertising? 2
Ans:- Real Response is a company that provides
professional training and coaching services primarily in the areas of emergency
preparedness and response. They help organizations prepare for and deal with
emergency situations.
7. Write a note on Public Relation Department. 3
Ans:- The public relations (PR) department is responsible
for managing and disseminating information from an organization to the public
in order to influence public opinion and maintain a positive image.
The main
functions of a PR department include:-
(i)
Advocacy: PR professionals act as responsible advocates for their
organization, displaying facts and viewpoints to aid informed public debate.
(ii) Media
relations: This involves fostering favorable relationships with external
media such as news organizations, blogs, and industry publications. PR
professionals reach out to reporters to generate positive media coverage.
(iii) Community
relations: The PR department focuses on building the organization's
reputation in specific communities or regions. For example, a company selling
outdoor gear will build relationships with outdoor enthusiast organizations.
(iv)
Internal communications: PR professionals manage communications between the
organization and its employees. They disseminate important company information
and help address employee concerns before they become public issues.
8. Briefly write the nature of Salesmanship. 3
Ans:- Salesmanship is the art of persuading potential
customers to buy the goods or services they need. It involves more than
transferring ownership of products in exchange for money. True salesmanship
creates demand by persuading people through factual arguments and guiding them
to buy what they really need.
Some of the
key characteristics of salesmanship include:-
(i)
Establishing good relations with different people
(ii) Adapting
quickly and learning easily
(iii)
Communicating clearly, both verbally and in writing
(iv) Being
persistent towards goals and not giving up easily
(v) Having
high moral values to win the trust and respect of customers
9. What is the importance of consumer protection? 3
Ans:- The importance of consumer protection is:-
(i)
Unorganised Consumers: Consumers, especially in developing countries like
India, are often unorganised. Consumer protection laws and organisations help
to empower and organise consumers for better protection of their rights and
interests.
(ii)
Consumer Ignorance: Many consumers are unaware of their rights and the
redressal mechanisms available to them. Consumer protection laws and awareness
campaigns help educate consumers about their rights and how to seek recourse.
(iii)
Preventing Exploitation: Consumers often face exploitation from businesses
through unfair trade practices, fraud and deceit. Consumer protection laws and
regulations help prevent such exploitation and hold businesses accountable.
10. What is meant by sales territory? Why is it required?
2+1=3
Ans:- A sales territory refers to a geographical area
or customer group assigned to an individual salesperson or sales team.
Sales
territories are established for the following purposes:-
(i) To provide
appropriate market coverage and control sales expenses.
(ii) To assist
in evaluating the performance of sales personnel.
(iii) To
contribute to sales force morale and the coordination of sales and marketing
efforts.
(iv) To ensure
balanced workload and sales potential across the sales team.
Defining sales
territories helps companies optimize resource allocation, improve sales
efficiency, and develop deeper customer relationships within each territory. It
also allows sales teams to focus their efforts on a specific group of customers
and accounts, leading to a better understanding of local market dynamics and
more personalized service.
Overall, sales
territories are a strategic tool that companies use to organize and manage
their sales operations more effectively.
11. Write a note on the conference method of Salesman
training. 3
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