Advertising and Salesmanship
ADVERTISING and SALESMANSHIP
MODULE I - Advertising - Definition,
Objectives. Types of Advertising - Newspaper,
Magazines, Journals. Outdoor Ads, Theatre Ads.
Radio, TV Advertisement. Product placement.
Marketing mix is a major concept in
modern marketing and involves practically
everything that a marketing company can use to
influence consumer. Prof. E. Jerome McCarthy
classified the “Marketing Mix Variables” in terms
of 4 Ps: Product, Price, Place (distribution) and
Promotion.
In marketing, promotion means all those
tools that a marketer uses to take his product from
the factory to the customer. Advertising, personal
selling, direct marketing, sales promotion, and
publicity are the five major elements in an
organization’s promotion mix.
Advertising
Advertising is used for communicating business
information to the present and prospective
customers. It usually provides information about
the advertising firm, its product qualities, place of
availability of its products, etc. Advertisement is
crucial for both the sellers and the buyers.
However, it is more important for the sellers. In
the modern age of large scale production,
producers cannot think of pushing sale of their
products without advertising them.
American Marketing Association has defined
advertising as “any paid form of non-personal
presentation of ideas, goods and services by an
indentified sponsor”.
Norman. A. Hart says that “ advertising is the
action of calling something to the attention of the
public, especially by paid announcements.
Importance / Objectives.
A look back in to history will reveal many
examples of products being offered for sale from
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the early days of printing: indeed Romans and
Greeks placed their messages and signs outside
the shops to give some indication of the trade
being carried on there. Advertising has an crucial
place for itself in the marketing mix of a firm.
Advertising is likely to make greater contribution
when buyer awareness is minimal and when the
product has features normally not observable to
the buyer.
1. Advertising informs the customers
about product attributes. It can help to sell
products, by giving information – what product is,
what it does, where it can be found etc. It informs
possible customers of what is an offer, and
persuades them to buy the goods.
2. In the case of new products, it can begin to
develop a reputation for the product and to the
Company. In modern market conditions, where
the differences between competing products are
fairly marginal, an established reputation can
make the difference between market leader and
others. If we look at the brands which have been
successful for 30, 40 or 50 years like Bajaj, Lux,
Colgate etc, they have been continuously
advertised.
3. Advertising is a weapon of competition
as well as merely a way of achieving sales. It
helps in distinguishing one brand from its
competitors, it can affect consumer preferences
and tastes and can differentiate product from
competitive offerings.
4. Even in competitive markets, advertising
is used as a way of reminding customers that the
brand exists and retaining their confidence in it
ability to meet their needs. It can also keep the
product in customers mind during off seasons. For
example most of the COCA-COLA ads, and ads
of FEVICOL are designed primarily to remind
primarily people about these products.
5. Advertising affects the economy also. It
can encourage economic growth, investments and
jobs. It maintains competition by informing

customers. In that way it can even brake
monopoly.
6. The effect of advertising on the Co, and
industry are also very high. Advertising can
provide increasing return and will reduce
marketing risk and uncertainty. It can provide free
information and can even serve as a tool for
quality control.
7. Advertising can support and motivate
distributors. In many cases from car to electronic
equipments, the advertisement will often include
lists of stores or dealers selling the products, to
make sure that the prospective customers can find
them.
8. Advertising provides a revenue for the
media; The money so earned out of selling
advertising space or time earns large revenues for
them. The entertainment and informational
value of advertising is also important.
Government and various social institutions and
groups also make use of advertising, to raise
issues, influence ideas, affect legislation or even
to protect the animals and forests.
9. Advertising also helps to eliminate the
seasonal fluctuations in sales, makes the product
known widely, keep a steady demand and even to
appoint best available employees.
10. Research : Advertising stimulates research
and development activities. Advertising has
become a competitive marketing activity. Every
firm tries to differentiate its product from the
substitutes available in the market through
advertising. This compels every business firm to
do more and more research to find new products
and their new uses. If a firm does not engage in
research and development activities, it will be out
of the market in the near future.
11. Education of People : Advertising educate
the people about new products and their uses.
Advertising message about the utility of a product
enables the people to widen their knowledge. It is
advertising which has helped people in adopting
new ways of life and giving-up old habits. It has
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contributed a lot towards the betterment of the
standard of living of the society.
Types of Advertising.
The nature and purpose of the advertising differ
from one industry to another or across situations.
Marketers advertise to the consumers marketwith
national, local and direct-response advertising
which may involve stimulating primary or
selective demand. They use industrial,
professional and trade advertising for business
and professional markets. To better understand
the nature and purpose of advertising it can be
classified by the following criteria:
I) Classification on The Basis of Area Coverage
: On this basis advertising may be classified into
the following four categories, viz., (1) local, (2)
regional, (3) national, (4) international
advertising.
1. Local Advertising : It is also known as „retail
advertising‟. It is undertaken by local retail stores,
departmental stores, co-operative stores, selling
cloth, saris and other consumer goods and
consumer durables. It is directed at local
customers. Media, used for local advertising, are
shop decorations, local newspapers, magazines,
posters, pamphlets, hoarding, new signs, local
cinema houses, etc.
2. Regional Advertising : . It covers a particular
region, which may be one state, or, more than one
state. Media, used for regional advertising,
include regional newspapers, magazines, radio,

regional T.V., outdoor media, etc. It is considered
to be an ideal form of advertising for launching
and marketing a new product in a specific region.
3. National Advertising: It is generally
undertaken by manufactures of branded goods, for
which, advertising messages is communicated to
consumers allover the country. Almost all
possible mass media, including national
newspapers, radio and television network, are
employed for national advertising. In India,
Indian Airline Hindustan Lever Ltd., Vicco,
Godrej, Bajaj and Kirloskar are a few leading
advertisers at national level.
4. International Advertising : This type of
advertising is undertaken by those companies,
which operate in more than one country, known
as „multi-national‟ companies. Exporters,
generally advertise their products and services in
foreign countries, where ready markets are
available. Air India and other airlines, and
multinational companies advertise their products
and services allover the world.
II. Classification on The Basis of Audience On
this basis, advertising may be classified into the
following four categories, viz., (1) consumer
advertising, (2) industrial advertising, (3) trade
advertising, and (4) professional advertising.
1. Consumer Advertising : This type of
advertising is directed to the ultimate consumers
of the consumer products, i.e., the individuals,
who buy, or, use the consumer products, or
services, say, for example, toilet soap, toothpaste,
toothbrush, tea, textiles, etc., for themselves and
for their families. All types of consumer products
need continuous and extensive advertising on
T.V., radio, and press.
2. Industrial Advertising : This type of
advertising is used by manufacturers and
distributors of industrial goods. Such as,
machinery, plants, equipments, spare parts and
components, and are directed at industrial users or
customers. Such advertisements usually appear in
trade journals, trade dictionaries, business
magazines and so on.
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3. Trade Advertising : This kind of advertising is
employed by manufactures and/or distributors to
influence and persuade wholesalers and dealers
(retailers) to stock and sell the goods of the
advertiser by offering incentive schemes to them,
or, by inviting dealership for their particular
products(s).
4. Professional Advertising : It is directed at
professional like doctors, professors, engineers
and others, who are expected to recommend,
prescribe, or, specify the advertised products to
ultimate consumers. This is done through
professional journals and representative of the
advertisers.
III. Classification on The Basis of Media
On the basis, advertising may be-classified into
the following four categories viz., (1) Print media
advertising; (2), broadcast media advertising; (3)
outdoor media advertising.
1. Print Media Advertising : The print media
consists of newspapers, magazines, journals,
handbills, etc. No newspaper or, journal, today,
can survive without advertising revenue..
2. Broadcast Media Advertising : Electronic,
or, broadcast media consists of (i) radio, (ii)
television, (iii) motion pictures, (iv) video, and (v)
the internet. The radio is audio in nature,
appealing only to the sense of sound (ears). Radio
advertising is more effective in rural areas, as
compared to urban regions. Television, as an
advertising medium, is more attractive and
effective because it is an audio-visual medium
appealing to both the senses of sight sound (eyes
and ears).
3) Outdoor Media : This include posters, neon
signs, transit, point of purchase (POP), etc.
Outdoor advertising can be a good supporting
media to other forms of advertising. It is a good
form of reminder advertising, especially, the POP
advertising.
4) Other Media : This includes direct mail,
handbills, calendars, diaries, cinema advertising,
internet and so on. These miscellaneous media

can play an important supporting role to the major
media such as television, and newspapers.
IV. Classification on The Basis of Function :
1. Direct Action and Indirect Action
Advertising : Direct action advertising is
undertaken to obtain immediate response or action
on the part of target audience. Examples include
discount sales advertising, sale along with free
gift offers, and mail-order coupon sales, etc. The
media used is mostly newspapers, and television.
Indirect action advertising is undertaken to
influence the audience in respect of advertiser‟s
brand. The advertiser expects the target audience
to prefer his brand as compared to competitors
whenever a buying decision arises in future.
2. Primary and Selective Advertising : Primary
Advertising is undertaken by trade association or
by cooperative groups. It is undertaken to create
generic demand for products and services. For
example, the Coffee Board may advertise to
consume more coffee. Selective Advertising is
undertaken by marketers of branded products. The
advertiser intends to create selective demand for
his brand. Examples include Pepsi Cola, Coca
Cola.
3. Product and Institutional Advertising :
Product or Service advertising is undertaken to
promote the sale of products and services-branded
or unbranded. Institutional advertising is
undertaken to build name and goodwill of the
organisation. It is also, know as corporate
advertising or image advertising. It is mostly
undertaken by large firms.
V. Classification on The Basis of Advertising
Stages . On this basis, advertising may be
classified into the following three different
categories, viz., (1) advertising at pioneering
stage, (2) advertising at competitive stage, and (3)
advertising at retentive stage.
1. Advertising at Pioneering Stage : Advertising
at „pioneering stage‟ is undertaken to make the
audience fully aware of the new brand of product
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and to inform, influence, and persuade them to
buy, or, use it by highlighting its unique features.
2. Advertising at Competitive Stages : Once the
brand survives the introductory stage, it has, soon
to face a stiff competition with other well
established brands in the market. At this stage,
competitive advertising is undertaken to promote
sales effectively.
3. Advertising at Retentive Stage or Reminder
Advertising : When the product has captured a
large share of the market, „retentive advertising‟
is undertaken to maintain, or retain the stable
position in the market as long as possible.
Moreover, if the same product is passing through
the declining stage in the market, this type of
advertising is used to remind the buyers about the
product hence, it is also known as „reminder
advertising‟.
Print Or Press Media.
Press advertising remains the most popular and
effective method of publicity today. News papers
and magazines have become the part of the
culture and life of the people today. It plays a very
important part in advertising. Press publicity takes
two forms - News Papers and Magazines.
1. News Papers.
Perhaps the oldest , powerful and the most
popular media available to advertisers is news
paper. It can communicate the information to a
large number of people and is also able to reach
the most interior part of the country. News papers
has become the most common habit of literate
people. News papers provide a wide coverage of
local and national markets. As they are published
regularly, one can advertise daily if he wants to do
so. News papers can be divided in to morning or
evening editions, Sunday news papers, bi weekly
etc. it is interesting to note that the advertiser
depends on news paper while the news paper
depends on advertisers for financial support.
In India , there are number of news papers both in
English and regional languages. Many

newspapers in English and Hindi have nation
wide circulation. So a message given in a news
paper, may have better impression on the minds
of the people and it may be more specific, clear,
and lengthy.
The marketers choice of news paper depends
upon many factors such as area of circulation,
type of news paper etc. the advertiser has to enter
in to an agreement with the news paper for space
for advertisement.
Advantages of News Paper Advertising.
1. Low cost per Reader.
News paper is the cheapest media of advertising
as far as its cost per reader is concerned. Because
news papers are read by millions of people and
the message may be carried to them with out any
additional expenditure. The larger the circulation,
the lesser the cost per individual. Hence this
medium is economical.
2. Flexibility and Timeliness.
News papers offer a lot of flexibility. According
to the convenience and necessity of the advertiser,
the shape, size and appeal may be frequently
changed. Messages given have timely impact and
current events can be easily capitalized.
3. Choice of Market.
Generally a news paper is more popular in one
region than in other parts of the country. In our
country , for example, Hindustan Times is more
popular in Delhi, and its surrounding areas ; The
Statesman in Calcutta, and The Hindu in south
India.
An advertiser who wants to appeal particularly to
the consumers of a particular region or market,
can make a choice of the news paper in which he
would buy space on this basis. Besides these
national dailies, some local news papers are
widely read in hat particular region or a segment
of that region. Such papers can very well be used
to help the dealers by advertising the product
along with their names.
4. Repetitive Value.
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The daily news paper offers an opportunity to the
advertiser to repeat his message at a short interval
of only one day. This will help the advertiser in
popularizing the products and services. This is of
particular use, if the advertiser is introducing a
new product in to the market.
5. Quick Response.
In case of news paper advertising, the public
response is quick. The selling message reaches the
public while it is fresh. It pin points the shopping
opportunities and thus makes quick results. The
effectiveness of news paper advertising can be
tested quickly. Generally public respond quick to
the news paper advertising and demand for goods
comes quickly if the news paper AD is effective.
6. Reaches Large number of People.
News papers are usually widely circulated and
even single news paper is read by at least four
persons.
7. Other Advantages.
By inserting frequent Ad’s in News papers, their
visual appeal may be created very easily. So
appeal made on TV or in films, has greater impact
on the minds of the people, if it is advertised in
news papers.
A news paper is read by persons of different
interests. It has some thing of interest to every
member of the family.
Disadvantages.
As against the above mentioned advantages, news
paper advertising suffers from the following
limitations.
1. Many people don’t go through the
advertisements. They read news items and just
over look the ads appearing in the news paper.
2. News paper advertisements are short lived.
Old news papers are discarded as waste paper and
there fore the longest life span of a news paper is
perhaps twenty four hours.

3. As the quality of paper used as news
papers are poor, photographs and artworks cant be
reproduced clearly and effectively.
4. Ads appearing in local news papers, which
has limited circulation becomes ineffective.
Similarly products which have got limited local
market, advertising in news papers which is
widely circulated is definitely a waste.
5. In a country like India, where major
portion of the population are still illiterate, news
paper ads has no value.
Magazines And Journals.
Besides news paper, magazines and journals
which are published at frequent intervals also
forms another media of advertising. Magazines
and journals are periodicals published monthly or
quarterly and generally contain articles and news
of current interest. Journals are published on
subjects like trade, industry, agriculture,
commerce, banking, economy, religion, politics,
etc. some times specific magazines and journals
enjoy a longer life than news papers.
Usually better quality papers are used for journals
and magazines and hence Ad’s appear more
clearly and effectively than news papers. They
also got longer life than news papers.
Advantages.
1. Advertising through magazines and
journals have longer life than news papers. They
are kept around the house until the next issue.
Some magazines and journals are kept for future
references. Hence the Ad’s can have repetitive
impression on the readers
2. Magazines and journal advertising creates
lasting impression on the readers by quality paper,
fine printing, clear photographs, fine colors, and
attractive presentation. Thus such Ad’s are able to
attract and hold the attention of the readers.
3. Magazines an journals have both general
readership and specialized readership. The
advertiser can advertise his message for general
consumers and specific consumers. For example
magazines have special columns like sports,
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beauty, cinema etc. thus a selective approach can
be made through magazine.
4. As different magazines have different
classes of readers, a suitable magazine may be
selected for advertising so that the appeal is
selective to a particular class. For example
Jewelry can be advertised in women’s magazines.
5. Since most magazines and journals have
nation wide and even international circulation and
wider readership, ads are widely read and seen.
Limitations.
1. Magazines and Journal advertising is
limited to the literate persons only.
2. They have limited circulation in
comparison to news papers. Hence Ad’s have
limited appeal on the readers.
3. It is costlier to advertise in magazines and
journals than in news papers. Due to high quality
of paper, color printing, and use of advanced
technology, magazines and journal advertising
becomes costly.
4. They are not suitable for new products,
where repetitive advertising is essential. Since the
time gap between two publications is long, it is
not a suitable media for introducing new products.
5. Usually magazines takes time in printing
and there fore urgent advertisements can’t be
booked.
6. Advertising in magazines and journals is a
time consuming process. The advertisement
material has to be sent much in advance to the
office.
Indoor and Out Door Advertising
The media which are available to the modern
advertisers are really numerous. One can sit
“indoors” and read news papers, magazines,
journals, listen to radio, and see TV. These
Medias are called indoor Medias.
On the other hand outdoor advertisements are
seen out doors. These advertisements are so
located, so as to catch the eye of the passers

immediately. Eg are posters, hoardings, neon
signs etc. because out door advertisements are
fixed at some specific places, people are able to
see them again and again and there fore their
impact is better.
The importance of out door advertising has been
increasing during recent years. It is perhaps the
oldest form of advertising. The main purpose of
out door advertising is to draw the attention of the
public toward the product or service and to
supplement the other media. Out door advertising
is made in such a way that it can attract the
attention of a large number of prospects. Out door
advertising takes many forms.
1. Posters. Posters are usually sheets of
paper containing a message which is pasted on the
walls or other commonly visible areas. These are
exhibited at public places, well traveled streets
and roads, so that it can be seen by a large number
of people. Sometimes it is prepared on card
boards or metallic sheets. To erect posters at
important public places, the ‘Right’ should be
purchased or hired from the owner of the place.
The message conveyed through posters is usually
very brief. Bright and deep colors are used to
attract the attention of passers. Posters may
contain pictures of the products or a brief sales
message. They are the most flexible of all media,
as they can be changed frequently. It is also a less
expensive media.
2. Painted Displays.
Painted displays take the form of painted bulletins
and wall paintings. They are metal or wooden
sheets erected at a height. Their size is usually
larger than posters. Usually these are painted by
artists and can be seen in cities, high ways, and in
almost all places, where traffic is heavy. The wall
paintings are more durable than posters.
3. Electrical And Neon Signs.
Another important out door advertising media is
electric and neon signs. This media has gained
much popularity in recent years. Glass boards are
illuminated with the help of electric bulbs for
advertising purpose. Neon signs are glass tubes or
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signs with electrical wiring made in the form of
letters or figures to represent the advertising
message. Such message usually remains very
brief containing either the name of the Co or the
product. These are placed on fixed structures.
They are usually put at important junctions,
crossings, railway stations, bus stops etc.
These are very expensive methods of advertising
and only financially well- to- do companies can
afford such advertising.
4. Travelling Displays.
Other wise known as transit advertising,
traveling displays are painted on metallic sheets
called as “car cards”. These are usually affixed
inside bus, taxis, trains etc. this is an important
medium and passengers can read and see these
repeatedly, some times vehicles are painted with a
selling message.
5. Sky Writing.
This is a modern form of advertising. It may take
several forms. Messages can be written or
attached to big balloons , which are floated in the
air, and banners and posters are released from
aero planes. Some times pilots writes the image of
the product, either in the form of ‘lighting’ or
‘smoke’ on the sky. Some times large sized ‘kites’
are also sent to the sky with messages written on
it.
6. Sandwich Board Men
This is the oldest form of out door advertising.
Sandwich men are hired persons carrying two
‘boards’ ; walk up and down the street. These men
some times dress up funnily and shout slogans in
favor of the CO’s products. With the invention of
the new methods of advertising, the media of
sandwich men declined considerably.
7. Window Display & Counter Display.
In certain types of retailing, store location is
extremely important. Such retailers attract the
attention of consumers by the display of articles
for sale, inside glass windows which are seen
from out side. This is usually done in case of cloth
shops and electronic products.

8. Special Displays And Shows.
Most of the manufacturers have found that putting
special displays of several products in selected
stores is a good promotional device. This kind of
show impress the general public.
9. Exhibitions And Fairs.
In the modern world of business, the importance
of exhibitions and fairs is increasing. Exhibitions
are generally organized by groups of
manufacturers or associations of manufacturers.
The exhibitions may be local, national, or
international reputation. Eg. Motor trade
exhibitions like Car and Bike shows etc.
BROAD CAST MEDIA.
Advertising through Radio, Cinema, and TV has
become common. It is a part of indoor
advertising.
Radio Advertising.
Radio advertising appeals through the ears. Now a
days, several broad casting stations all over the
world are selling time for the purpose of
commercials.
Over the years , Radio has become a very popular
and effective medium of advertising in our
country. Almost every family has a Radio in
India. The impact of Radio advertising is quite
clear in advanced nations. The Voice of America,
BBC, and AIR accept advertisements to broad
cast them on radio. Radio advertising in India was
started in November 1967, when commercial
services on Vividh Bharti was started.
Radio advertising may be described as word of
mouth advertising on a large scale. It is only
because the advertisers deliver the message orally
and not visually. It is quite different with other
meia, because it makes appeal to the ear and not
to the eye, with the effect that the message is
conveyed to the masses.; whether literate or
illiterate.
Advertisers using the Radio as the medium of
advertising may be national or local. It serves the
regional rather than national, because of many
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factors such as language problem, or the appeal to
listeners may vary from region to region. With the
advent of TV, some industrial observers felt that
the radio advertising might become obsolete.
Merits.
1. Human Appeal.- Radio broad casting has
human touch un equaled by the print medium. It is
alive and quite dramatic. It can be made like a
face to face conversation.
2. Variety of program.
It affords variety of programs that facilitate the
selection. The programs of special interest to the
family members can be use for promoting
appropriate products.
3. Sales messages can reach both literate and
illiterate people; as they can listen and understand
radio advertising. There for the scope of this
media is much wider.
4. Radio advertising can be changed
according to the requirements of the product or
service or listeners. The selling message can be
changed during the day it self. Thus this media
offers much flexibility.
5. People listen to radio programs at leisure
times. There fore they are in a receptive mood
while listening to a radio. Thus message can be
easily conveyed to them.
6. Radio publicity gives the advertiser a long
sought opportunity to convey the message to the
people in their homes.
7. Radio can convey the message to the
masses even to the remote area.
8. Radio is an inexpensive medium. The cost
of advertisement per listener is negligible.
Demerits.
1. A message on the radio is highly
perishable, because it lasts only for a short while.
A listener has a chance to miss the Ad. It cant be
repeated, but in press media, reader has as many
chances as he can.

2. Radio appeals only to the sense of hearing.
The medium cant take advantage of visual means
of communication as TV do.
3. High cost of time discourages radio as an
advertising medium. It is beyond the reach of
small sized advertisers.
4. The radio is a mass medium, but no single
station reaches more than a small fraction of total
audience. It is a very selective medium. Different
stations aim their programs at different audience.
5. The radio is not suitable for all products.
Goods of frequent use may be advertised, but
goods like capital goods cant make a good impact.
Thus radio advertisements can be favored only for
the goods of general use. It is regarded as an
effective media. But due to high cost, only big
enterprises can avail the fruits of the media.
Television Advertising.
Another development in advertising media in our
country is TV. It provides a scientific
synchronization of features of sound, sight and
motion, that no other medium has been able to
provide. That is why TV is the best selling mode
of advertising ever invented.
A large varity of techniques are available to the
advertiser for the production of TV commercials.
Now in India, commercial advertising is a part of
almost all the programs broadcasted and the
arrival of cable TV and foreign channels gave this
medium a tremendous growth.
TV can be used as an initial medium to generate
product awareness , while a follow up radio
campaign using the TV soundtrack can also be
done. Like radio advertising, TV advertising may
take the form of short commercials, as well as
sponsored programs combining entertainment and
publicity.
Merits.
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1. It combines all the merits of radio and film
advertising and also include merits of sound and
sight. It can be seen at home.
2. As TV ads combine sight and sound
elements, it is able to make a lasting impression
upon the audience.
3. It adds to the prestige of the product and
its sponsor, when a product is promoted on TV.
4. It has removed at least one limitation of
radio advertising; that is presentation through
pictures.
5. It is most suitable for those producers,
whose products require demonstration. The
product can be shown on TV screen, and its
qualities and features may be well explained
through this medium.
Limitations.
1. A major limitation is that it is very costly.
Small and medium sized manufacturers with
limited financial resources are not able to
advertise through this media.
2. The coverage is limited as compared to
radio, and there fore it can reach a limited area
only.
3. Due to high cost, only limited message can
be conveyed on TV. There is always limitation on
time.
4. The cost of producing TV commercials is
also very high, when compared to other Medias.
TV is a promising and effective media of
advertising, but it is too costly for small business
man.
Film Advertising.
Film advertising is an excellent medium of
advertising, since it is a popular medium of
entertainment in today’s world. It has
advantageous of sound and motion. Many
advertisers prefer this medium because more and
more people visit cinema houses.
Merits.

1. It has a wide coverage.
2. Appeal is made to all sections of the
society.
3. Advertiser can explain and demonstrate
the use of his product.
Demerits.
1. High production cost
2. A film can be shown only to the people
who come to the theatre.
Internet Advertising
At present, Internet the fastest growing medium in
history, offers incredible opportunities for a wide
range of people in both business and advertising.
For advertisers, there is a whole new world of
potential customers.
Type of Internet Advertising :
Ads on the Internet can take a variety by forms.
Most advertising on Internet can be classified as
websites, banners, buttons, sponsorships,
interstitials, Meta ads, classified ads, and email
ads.
A. Websites : Website typically consist of a
home page and an indefinite number of
subsequent pages that users can visit for
further information. Some companies use
their website like an extended brochure to
promote their goods and services. Others treat
their website as an online catalog store,
conducting business right on the Net. Still
other website act in information and
entertainment provides.
B. Banners : The ad banner is the basic form of
web advertising. A banner is a little billboard
that spreads across the top or bottom of the
Web page. When users click their mouse
pointer on the banner, it sends them to the
advertiser‟s site.
C. Buttons : These are similar to banners. They
are small version of the banner those often
look like an icon usually provides a link to an
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
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advertiser‟s home page. Since they take less
space than banner, they are less expensive.
D. Sponsorships : A form of advertising on the
Internet that is getting popular is the
sponsorship of Web pages. Corporations
sponsor entire sections of a publisher‟s Web
page or sponsor single events for a limited
period of time, usually calculated in months.
For instance, a Web page on Olympics or
some other spots can be sponsored by a
business firm.
E. Interstitials : This is a dynamic form of Net
advertising. It is a catch all term for a variety
of animated ads that pop up on the screen
while the computer downloads a website that
the user has clicked on. There are now many
types of interstitials including pop-up
windows, splash screens, superstitials, etc.
F. Meta Ads : Used in search engines (such as
Yahoo, Google, etc.), a met ad is an
advertisement displayed on the results page
of a search, specific to the searched item.
Meta ads are also referred to as keyword
advertising.. Advertisers can pay search
engines to display their banners only when
relevant keywords are searched for by a user.
G. Classified Ads : Another growing area for
Internet advertisers in the classified ad
websites. Some of these websites offer free
classified advertising opportunities because
ad banners of other advertisers support them.
They are similar to newspaper classified ads.
You can search for homes, cars, jobs, toys,
shoes etc.
H. E-Mail Advertising : Advertisers can send e-
mail advertising to customers who have asked
for it. It is similar to direct mail advertising,
and therefore, it is the most effective form of
internet advertising.
PRODUCT PLACEMENT
( Embedded marketing).
Product Placement is a form of paid advertising
practice that has inclusion of the product in
entertainment through television, film, music
talent and other media. Usually the company pays

a fee to have their product featured in the media.
A simple example of product placement is an
actor drinking a bottle of Cola or using a laptop
with the name clearly readable.
One of the initial definitions comes from
Balasubramanian (1994) who defines product
placement as a paid message about the product
communicated via intended but inconspicuous
input of a branded product into a movie (or a TV
program).
According to the American Federal Trade
Commission, product placement is defined as a
form of promotion in which branded products are
placed into television programs by advertisers for
a certain fee or other consideration.
There are three ways product placement can
occur:
1. The placement simply happens - This
placement occurs without any type of formal
contractual agreement to place a particular
product or brand. The likely scenario in this
instance involves some member of the cast or
crew selecting a product to use in a scene
because it will enhance the scene though the
product itself may not be seen or presented in a
favorable light.
2. The placement is arranged and some of
the product serves as compensation - .This
type of placement a particular product is shown
in the Movie/ Serial and no extra amount is paid
for that. The product itself serves as
compensation.
3. The placement is arranged and there is
financial compensation. - In this type of product
placement the company has to pay for the
placement apart from the product. Product
placement in movies - Product placement is an
investment for brands trying to reach a niche
audience, and there are strong reasons for
investors to expect that film product placement
will increase consumer awareness of a particular
brand. Eg The 1995 film GoldenEye was the
focus of a highly successful BMW campaign.
Through product placement, companies hope that
movie watchers will take note of the products
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
11
used by the characters, and therefore think more
strongly about using the products themselves.
Types of Product Placement –
1. Corporate placement - To improve company
reputation. Ex Taj Hotels used for grand parties
in movies, Lenovo used in game shows like
KBC.
2. Generic Placement - To demonstrate the
characteristics of a product without a particular
brand name . . Ex Sunglasses and Shades used in
Men in Black.
3. Service placement -- To present public or
private institution. Showing a particular Bank
(like ICICI in KBC) or a particular restaurant in
a particular movie
4. Idea placement -- To include facts, opinions or
statements in a plot. Discussing a forthcoming
movie in a television serial etc.
5. Negative placement - To present a competitor’s
product in a negative context. It is generally not
intentional. For instance if a particular flight
crashes in a particular plot in the movie, it is not
intentional.
6. Innovation placement - To introduce a new
product. Ex Swift Car was introduced in the
Bollywood movie, ‘Bunty Aur Babli’ in 2005.
Advantages of Product Placement
1. Product placement is advantageous to
advertisers in several ways. Viewers cannot
bypass the advertising if it is integrated into the
media; they would have to skip the whole thing.
2. It provides a good return on investment.
When compared to other types of advertising
with broad reach and frequency, brand product
placement delivers a good return. For example,
the cost to produce and buy media for a 30-
second television spot far exceeds the cost of
placing a product in a well-targeted film.
3. Products and services are perceived as
having higher value. Consumers have indicated
 Advertising and Salesmanship
12

that they feel that products or services that are

integrated into a film have a higher perceived
value than similar products or services that are
advertised in other media.

4. There’s a celebrity halo effect. When a star

uses a branded product in a film, there’s an
implied celebrity endorsement of that product.
This can create a high level of awareness and a
strong emotional connection to that product.

5. One of the major benefits of product placement

is less or no cost. Where it can costs hundreds of
thousands to produce and air a TV commercial,
there is no fees for placing the product on movie
screen. Some manufacturers provide producers
with products and services in return for a product
placement agreement.

6. Long lasting effect. In the case of products

placed in movies, the benefits can be enjoyed a
long time after the film has been released. Each
time the film is viewed, the product is advertised
to people unlike a commercial which is
broadcasted few times.

7. Revenue for media. For TV networks and

movie studios, product placement means greater
revenues and the money generated from product
placement can be used to produce their TV show
or movie.

8. India has a huge movie industry which is more

than 100 years old and with audience of billions
of people. So movies definitely have a greater
audience reach and so are the product
placements in such movies.

Department of Business Administration. NSS College Rajakumari.


MODULE II
Advertising Agencies. Its Types and functions.
Ethics in Advertisement. Advertisement Budget.
Advertising Agencies.
Planning and executing successful advertising
campaigns needs people who have specialized
knowledge and skills; who are well informed in
all aspects of marketing and consumer behavior,
who know the media and markets, and who are
skilled writers , artists TV producers, researchers
and managers. The organization that brings such
people together in a single business enterprise is
the advertising agency. The agency provides the
environment in which the various specialists can
interrelate and combine their talents to create
effective advertising for the agency’s individual
clients.
The American Association of Advertising
Agencies defines an advertising agency as : “An
independent business organization, composed of
creative and business people, who develop, repair
and place advertisements in advertising media for
sellers seeking to find customers for their goods
and services”.
So, an advertising agency is an independent
professional organization of specialists to offers
services in advertising. Their services include
preparing advertisements, placing them in suitable
media, undertaking marketing research, and so on.
In short the role of advertising agency is to plan,
create, produce, and place ad’s for its clients.
Besides planning and executing the advertisement
campaign, the advertising agency also performs
several other services like preparing sales
promotion materials, advising on marketing
management, or public relations, preparing and
distributing messages etc.
In advance countries, more than 90% of
advertising is handled by agencies. In India also,
the agencies are slowly developing. Some of the
notable agencies include ‘Lintas”, ‘Silpi Everest
Clarion’, ‘Impression’,’ Jelita’, and ‘Mudra’.
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The agency has become to represent the core of
the advertising profession, and “Madison
Avenue”, an area in New York, where several
agencies are located, has become the symbol of
advertising in the world.
The advertising agency charges remuneration for
its services either on the basis of commission, or
fixed percentage on the media bill. In the
beginning, advertising agents were simply agents
and their main job was to sell space in medium.
But now a days, they are extending a wide variety
of services and they have organized themselves as
a big business house.
Need For an Agency & Functions.
Usually the advertiser is preoccupied with several
problems relating to production, managerial,
financial and selling. As a result, the CO can’t
spare sufficient time and effort in executing the
advertising program. There fore the Co’s find it
safe to entrust the job of advertising to agencies
who are in a better position to perform the job.
The need for appointing an agency for executing
an advertisement campaign arises chiefly due to
the following reasons.
1. Creation of advertisements. It helps
advertisers, create advertisements, and place them
with the appropriate media.
2. Avoid high cost.
Advertising is specialized job. In case the
advertiser keeps the job of advertising to himself,
he has to employ specialists from various fields
like copy writers, artists, design staff, market
research expert, etc on a permanent basis. It may
lead to higher cost of advertising.
However the agency can have these highly paid
specialists, because their costs are spread over
many advertisers.
3. Get timely and Satisfactory work.
Advertising agencies are usually an assembly of
experts from various fields like photography, art
acting, painting, marketing etc. By engaging an
agency, advertisers are able to get good quality

Ad work from experts. Further it can be presented
timely and with out any difficulty by the agency.
4. Media planning. One of the most
important services provided by an advertising
agency is media planning. They employ media
specialists for their clients in determining media
mixes and schedules.
5. Select Most Suitable Media.
The agency can take un biased view of advertising
problem. As they are in close contact with various
advertising medias, they are in a position to judge
the merit and suitability of these media. Hence
they are in a position to judge and recommend the
best media. In making a media selection several
factors such as cost, circulation, population which
it serves, audiences, nature of the product, types
of customers etc are considered
6. Get Additional Services.
Modern agencies also offer the clients many other
services besides advertising. They take up special
services like designing the packing, labels, plan
advertising program, undertake market research
and so on.
7. Conduct Market Research.
Some times agencies conduct market research
about products, consumers and methods of
marketing, because of availability of competent
staff. At times, they are able to point out the
demerits of products and marketing.
8. Coordination with client‟s sales force . The
last but not the least important function of the
advertising agency is to establish effective
coordination with client‟s sales force and
distribution network to ensure the long running
success of the advertising campaign. Each time
the advertising agency contacts the client
regarding advertising media to be used and the
number of times the advertisement is to be
repeated after giving effect to changes, if any, as
suggested by the advertiser.
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Selection of An Agency.
The relationship between the advertiser and his
agency can’t be undertaken lightly. Each party
should make a thorough investigation before
entering in to an agreement. Before the advertiser
makes a final selection, he should look in to
various factors.
1. Suitability.
The first thing an advertiser has to see is that
whether the agency is suitable to meet its
requirements. In this context 4 basic factors are to
be taken in to account.
A. Competing Accounts;- Those agencies, which
are working for competitors are generally
avoided.
B. Location:- As for location, most advertisers
want an agency whose office is located where the
advertisers are. This preference is chiefly for
convenience.
C. Policies:- Policies of the agency should be
suitable for the advertiser. For example, suppose
it is the policy of an agency not to handle
accounts below a fixed amount, (say Rs 1 00
000), that agency is not available for below that
amount.
D. Size:- The size of agency is also important.
Usually, larger Co’s are able to provide numerous
facilities along with wide range of skills.
2. Facilities.
Before choosing an agency, the advertiser has to
look into his requirements and see that whether a
particular agency is in a position to offer the
required service satisfactorily. The advertiser
should also see, how efficiently the different
departments of the agency can perform the task.
3. Imagination.
The agency must possess profound knowledge
and rich and meaningful imagination in order to
take up the campaign. Imagination enables to
develop the right campaign for clients to solve
their problems.

4. Records.
Much is revealed about an agency, by its records.
If an agency is really popular and reliable, it will
have maximum number of clients. The accounts
indicate their past performance, and experience.
5. Reputation.
Usually an advertiser is concerned with the
reputation of the organization, which will be
creating his advertising. The information relating
to reputation can be collected from various
sources like media, clients etc.
6. Management - Another important
consideration is the management of the agency.
Here the concern about management centers
around the caliber, quality, stability and
background. The experience of top executives is
also of considerable importance.
7. Timeliness.
The success of every campaign depends to a
considerable extent on its presentation at an
appropriate time. In fact much time, effort and
money will go waste, if the advertisements fail to
appear at the right time. There fore while
choosing a particular agency, timely delivery of
goods ( advertisements) should be given due
importance.
8. Rates Charged :
The advertiser considers the rates charged by the
agency. Normally, the rates depend on reputation,
facilities provided techniques adopted etc.
Therefore, an advertiser will select such agency
which will provide facility according to his
requirement and which suits its budget.
Advantage of Using Agencies
1. The marketer gains a number of benefits by
employing agencies. An agency generally has an
invaluable experience in dealing with various
advertising and marketing issues.
2. The lessons which agency learned in working
with other clients are useful inputs for the
marketer.
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Advertising and Salesmanship
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3. An agency may employ specialists in the
various areas of preparation and implementation
of advertising plans and strategies.
4. The personnel are not members of the
marketer‟s management team. They bring
objective and unbiased viewpoints to the solution
of advertising and other marketing problems.
5. The discounts that the media offer to agencies
are also available to advertisers. This is a strong
stimulus to them to use an agency, for the media
cost is not much affected thereby.
6. The company normally does not have as many
types of specialists as a large or medium-sized
advertising agency has because an agency can
spread the costs or its staff over many clients. It
can do more for the same amount of money.
7. The company can also get an objective, outside
viewpoint from an agency, assuming that the
agency representatives are not acting as “Yes
man” in order to keep the advertiser‟s account.
8. A related point is that the company can benefit
from the agency‟s experience with many other
products and clients.
9. Another advantage is that agency feels a greater
pressure than the company‟s own department to
produce effective results. The relations between
an agency and a client are very easy to terminate;
but it is difficult to get rid of an ineffective
advertising department.
10. The manner in which agencies are
compensated, the use of an agency may not cost
the advertiser a single paisa
Types of advertising agencies.
Ad agencies come in all sizes , from small
one- or two-person shops to largemultinational,
multi-agency conglomerates such as Omnicom
Group, WPP Group,Interpublic Group of
Companies and Havas.Some agencies specialize
in particular types of advertising, such as print
adsor television commercials. Other agencies,
especially larger ones, produce work for many
types of media.

Following are major types of advertising
agencies that are currently serving the advertising
industry.
1. Full Service Agencies - A full service ad
agency is one that provides a range of marketing
services. A full services agency provides services
that are directly related to advertising such as
copywriting, artwork, production of ads, media
planning etc. It also provides such services in
respect of pricing, distribution, packaging,
product design etc.
2. Modular agencies A modular agency is a full
service agency that sells its services on a
piecemeal basis. Thus an advertiser may
commission an agency’s creative department to
develop an ad campaign while obtaining other
agency services elsewhere. Or, an advertiser may
hire an agencies media department to plan and
execute a program for advertising that another
agency has developed. Fees are charged for actual
work undertaken.
3. In House agencies - Those companies, which
prefer to have closer control over advertising,
have their own in house agency. This type is
owned completely by the advertiser. It performs
almost all functions that an outside advertising
agency would perform andthat’s why some people
refer to it as full-service advertising department of
the advertiser. However, the difference between
an in-house agency and an advertising department
is that the in-house agency can undertake to serve
several other clients, if the owner so desires, but
an advertising department solely undertakes that
work of its owner and not of outside clients.
Secondly an advertising department may not be
equipped the personnel and facilities, which an in
house agency would posses. In-house agency not
only provides control over advertising schedule
and costs, but also offers convenience for its
owner, because it is just available in the same
building as that of the head office of advertiser.
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Advertising and Salesmanship
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4. Creative Boutiques These are shop agencies
that provides only creative functions and not full-
service. The specialized creative functions include
copy writing, artwork and production of ads, they
charge a fee or percentage of full service
agencies, and as such most of them convert into a
full service agency or merge with other agencies
to provide a wide range of services.
5. Mega agencies A significant of 1980’s is the
development of mega agency. Agencies
worldwide merge with each other to serve their
clients in much better way. It was in1986, Saachi
& Saachi, a London based agency who started the
movement and at present it is the third largest
agency network in the world.
6. The Specialists Agency - There are some
agencies who undertake advertising work only in
certain areas.there are agencies that specialize
only in financial services or only in publicity or
onlyin point-ofpurchase material etc. for instance
Soubhagya advertising agency concentrate on
specialized in financial advertising.
ADVERTISING BUDGET.
Advertising management is essentially a matter of
setting objectives, planning operations to achieve
the objectives, putting the plans in to action and
controlling operations. The principal instrument
used in performing these functions is the
advertising budget.
Advertising budget is an estimation of total
expenses that are to be incurred on advertising
during a given period of time. The advertising
budget includes items of expenditure relating to
advertising programmes, cost of space,
advertising material (including advertising copy)
production expenses, media expenses, agency
commission and advertising research etc. In the
most elementary form, it states the proposed
advertising expenditure and informs and suggests
the company management of the anticipated cost
of executing the advertising plan

Thus an advertising budget is a functional budget
setting the goals and objectives in terms of
income and expenditure on advertising during a
specified period. It states the proposed advertising
expenditure and informs and suggests the Co’s
management of the anticipated cost of executing
the advertising plan.
The following factors are to be considered in
determining the budget size.
1. Size and Extent of Market.
The size of the budget depends on the decision
“how many people are to be reached”. It costs
more to reach large, widely dispersed national
market, than small, highly concentrated local
market. A single 30 second commercial in an
American TV costs $ 70,000 to $ 1, 00,000.
Only advertisers with sufficiently large and
widespread market can afford such large
expenditure.
It costs more to reach a broad, widely spread
market than a well defined market segment. To
reach widely spread market requires TV, News
paper, &general magazines, which are much
costly. Reaching smaller segments require less
costly, specialized magazines and local radio
involving less coverage.
2. Role of advertising in the marketing
mix.
The greater the role of advertising in generating
sales, the larger the advertising budget is likely to
be. In the case of consumer goods advertising has
got a very important role and hence cost will be
much high, compared to industrial goods. In the
case of new products also, the initial cost of
advertising will be much higher, compa5red to
existing products, which require only less amount
of advertising.
3. Stage in product Life cycle.
The introduction of a new product generally
requires heavier advertising. Building brand
awareness, introducing trial, and gaining retail
distribution require heavy initial advertising and
promotion expenditure. An Eg of this was Procter
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
17
& Gamble’s launching of “ High Point “
instant coffee. The first year budget of the Co was
$ 24 million.
For existing products, the cost of advertising will
be comparatively less.
4. Product Differentiation.
When the product offers a unique benefit that the
buyer can readily perceive when using it, the
amount of advertising tends to be less; than when
no such clear differentiation exists.
5. Profit and Margin volume.
Profit margin per unit and volume of sales are
inseparable considerations. If the margin is high,
then there will be considerable money for
establishing a huge size advertising campaign. For
some products like cosmetics and health items,
the margin available is 40% to 50 % of retail
price. No wonder that most advertisers in those
product categories are big spenders.
A small margin per unit may be adjusted by a
large volume of sales. Because their volume of
sales is so high, soaps and detergents are heavily
advertised.
6. Competitive Spending.
Generally a brands share of advertising is likely to
be close with the competitors advertising.
Spending some times affect the advertising
success, and how much competitors spend; should
some times affect a Co’s budget.
7. Financial Resources.
This is the most important factor which affects an
advertising budget. The advertising cost to
maintain a national market can be afforded by
only a few firms, who have tremendous financial
resources. The scale of advertising, like the scale
of manufacturing, must be adopted to the funds
available.
Methods of Framing the Advertising Budget
The popular methods which are commonly used
in determining advertising appropriation or for
framing the advertising budget are as follows :

1. Affordable Method : In this method one has
to find out what the company can afford in a
given business situation. Particularly, those
companies which have limited resources use this
method. When funds availability is a constraint, a
limited fund is allocated after other unavoidable
expenses have been duly met.
2. Percentage of Sales Method : Under this
method, the amount to be appropriated to
advertising is arrived at by multiplying the value
of past year‟s sales or the projected sales for the
budget period with a pre-determined percentage.
3. Competitive Parity Method : This method
envisages determination of advertising
appropriation in such a way that a company
maintains a parity with its competitors‟
advertising outlays. This method is based on the
principle that you are at par with competitors.
Spend as much as the competitors do.
4. Objective and Task Method : Objective and
Task Method for framing the advertising budget is
considered to be the most desirable and realistic
method. It is also known as „researchobjective
method‟. It envisages appropriation of advertising
funds on the basis of objectives to be achieved
and the task involved therein. It means advertising
objectives are set for the coming budget period
and the cost of achieving these objectives are
calculated in details in terms of task to be
performed, the total of which indicates the
appropriation level. In short, this method
includes :
(i) Defining advertising objectives as far as
possible in quantitative terms. (ii) Outlining and
listing tasks to be performed in achieving these
objectives. (iii) Estimating the cost of performing
these tasks.
5. Return on Investment Method : In this
method money spent on advertisement is
considered as an investment and not an
expenditure. It is an investment in the sense that a
certain return in terms of profit is expected under
this method. The advertising budget is prepared;
under this method by taking into account the
increased profits generated by an increase in sales
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
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and goodwill on account of advertising. If sales
and profits are higher, the excess may be assumed
to the result of advertising.
6. Judgement Method : Judgement method of
framing an advertising budget is based upon the
judgement of experienced managers of the
company. This method is also referred as the
„arbitrary method‟ because it is based on the
arbitrary thinking of some experienced managers
only, this not based on any scientific lines. This
method involves no clerical or statistical or field
work. It is solely based upon the experience and
judgement of some old and experienced
managers. They frame the advertising budget
considering all situations, i.e., objectives,
anticipated behaviour of the customers and the
competitors, market to be covered, types and
cost of media etc.
7. Fixed Sum Per Unit Method : This method
is similar to the percentage of sales method
except that a specific amount per unit is
appropriated rather than a percentage of the
value of sales. The advertising appropriation
may be based on units of a product sold in the
previous period or on a forecast of unit sales in
future period. This method is most suitable in
advertising appropriations for industrial and
durable consumer products.
ADVERTISEMENT ETHICS
Ethics means “Good Conduct” or
“Conduct which is right in view of the society
and the time period”. By common consent,
various modes of behaviour and conduct are
viewed as “good” or “bad”. Ethics means a set of
moral principles which govern a person's
behaviour or activities. Ethics in advertising
means a set of well defined principles which
govern the ways of communication taking place
between the seller and buyer.
Advertisers must have sufficient knowledge of
ethical norms and principles, so that they can
understand and decide what is correct and what is
wrong.

Ethics in Advertising
Ethics is a set of moral principles, norms or
values. It deals with good and bad with reference
to a particular culture. It refers to the moral duty
and obligation and advertiser has towards the
society. Moral principles are the rules or standards
of what is “right” or “wrong”. . An advertiser
should maintain a high degree of ethical stands
i.e. he must inform the facts or truth to consumers.
An advertisement with false claims may succeed
in short run but it will definitely give a bad name
to the product in long run.
Apart from Act in force to govern the advertisers,
some rules and regulations are formed by
Government through setting of various
committees on their recommendation. According
to Verghese Committee Report (1978), the
following are the general rules of conduct in
advertising:
1. Ethics in advertising means that the
advertisers should do only good advertising,
meaning thereby honest advertising. It means
that only true facts, no exaggeration and no lies,
about the product, service, idea or institution
should be stated,
2. Ethics in advertising also means that only
good products, services and ideas should be
advertised and that too to the right consumers.
Advertising for products like cigarettes and
other harmful products should be avoided.
3. Ads in poor taste and offensive to public
decency with double meaning tone must be
avoided.
4. Ads should avoid attacking unfairly
competitors. In sum, advertising should be
honest, objective, informative and persuasive in
contents
5. Advertising should be so designed as to
confirm to the laws of the country and should not
offend against any morality decency and
religious susceptibilities of the people.
6. No advertisement should be permitted (i)
Which divides any race, caste, color, creed,
nationality except wherein such usage would be
for specific purpose of effective dramatization ,
(ii) Which is against any of objectives, principles
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
19
of provisions of the constitution of India; (iii)
Which will tend to incite people to crime or to
promote disorder, violence or breach of law,
(iv) which presents criminality as desirable, or
furnish details of crime or imitation thereof; (v)
which would adversely affect friendly relations
with foreign states; (vi) Which exploits the
national emblem .
7. Specifically for Broadcast Media – (vii)
No advertisement should be permitted for
cigarettes and tobacco products; (viii)
Advertisement wholly or mainly must not be
directed towards any religious or political end
and have any relation to any industrial dispute ,
8. Advertisement should not contain
disparaging reference to another product or
service. - Imitation likely to mislead viewers
9. Visual and verbal representation of actual
and comparative prices and costs must be
accurate and should not mislead.
10. There are sufficient number of laws in
India, which are very much concerned with
advertising. 1. Advertisements (Hire Purchase)
Act, 1967:, 2. Consumer Credit Act, 1974:, 3.
Consumer Protect Act,1987, 4. Control of
Misleading Advertisements Regulations, 1988:,
5. Copyright, Designs and Patents Act, 1988:,
etc.
The Advertising Standards Council of India
(ASCI), a body that brings together advertisers, ad
agencies and the media, has drawn up a detailed
and elaborate code. It has also established a
Consumer Complaints Council (CCC) to examine
the complaints received
The following are excerpts from code of ethics
for advertising issued by the Advertising Council
of India.
1- Advertisement should be so designed as to
confirm not only to the laws but also to the
morals, aesthetic and religious sentiments of the
country.
 Advertising and Salesmanship
20

2- No advertisement likely to bring advertising

into contempt or disrepute should be permitted.

3- No advertisement of talismans, charms and

character reading from photographs.

4- Advertisement should be truthful avoid

distorting facts and misleading the public by
means of implications and omission.

5- No advertisement should be permitted to

contain any claim so exaggerator as to lead
inevitably to disappoint in the mind of public.
Special care is called for in the advertisements
related with illness, investment of money,
invitation to lotteries, publication of employment
notices requiring fees for application forms,
prospects, etc.

6- Methods of advertising designed to create

confusion in the mind of consumers as between
goods of one make and another.

7- Advertising should endeavor to gain the

goodwill of public on the basis of merits of good,
or services advertised.

8- Indeed, vulgar, suggestive, repulsive or

offensive theme or treatment should be avoided
in all advertisements.

9- No advertisement should offer to refund

money paid.

10- The use of national emblem is prohibited by

law in advertisements, trade marks, etc

Department of Business Administration. NSS College Rajakumari.


MODULE III
Element of Advertisement . Copy Writing.
Advertisement lay out, Proof reading,
Typography, Lithography. Use of Symbols,
Slogans Caption Catch Phrase
Advertisement Copy Writing.
Advertising is both art and science. The science of
advertising is the analytical part, which include
setting goals, deciding strategy, etc. But creating
actual advertising is a very different process and
that is an art.
After becoming familiar with the product and its
characteristics, the next task before the creative
personnel is the design of the COPY and
LAYOUT. The success of advertisement rests
heavily on its preparation and presentation. The
preparation part of advertisement is concerned
with the element which are to be included in the
advertisement copy, writing the copy, selecting
illustrations, headings, slogans etc, and preparing
layout. Production of right type of advertisement
is highly essential in order to convey the message
to whom it is intended. Creative personal
including artists, art directors, and copy writers
must design an approach to the communication of
the messages that carry predetermined advertising
objectives.
Meaning.
Copy is the heart, blood, an intellect of
advertising. The copy can be defined s “all the
written and spoken materials in it, including the
main body, headlines, subheads and all other
printed elements such as picture, captions,
slogans, brand names, advertisers name etc.” in
other words copy is the reading matter,- the
words- in an advertisement.
Advertisement copy explains the central idea of
an advertisement. All the planning, research and
expense would go waste, if proper care is not
taken to draft a copy that will achieve the purpose
of advertising. Its main purpose is to influence the
attitudes and actions of buyers so that it results in
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Advertising and Salesmanship
21
more purchases by them and greater sales
volumes for the advertisers. A carefully drafted
copy can call attention, create interest, produce
desire and lead the prospect to action.
Features or Qualities of Good Advertisement
Copy.
The importance of a good advertisement copy can
hardly be over emphasized. All the planning,
research and expenses would go waste, if proper
care is not taken in drafting an advertisement
copy. JAMES HUNTER says that “ the aim of
advertisement copy is that, it shall be seen, read
the message conveyed, and then acted upon.”
An advertisement copy which fails in attracting
the attention of the prospects and creating an urge
in their minds for possessing the product will
naturally be of no use, though large sum has been
spent.
A good advertisement copy ;
1. Must make people see it,
2. Must make people read it.
3. Must make people understand it,
4. Must make people believe it, and
5. Must make people wan your product.
Characteristics / features of a good copy
Prof. R.S.Davar, in his book “Advertising and
salesmanship” has pointed out the following
features of a good copy.
1. Attention Value.
The advertisement copy should at least attract the
attention of the potential customers, because it is
the first step in selling process. There fore the
copy should be so designed and displayed which
will draw the attention of even the most casual
reader. Only a well planned, suitably drafted and
attractively designed copy can attract the attention
of readers. Several devises can be used to make
the copy attractive.
A. Use Of Pictures.- Pictures have the
immense display and attention value. A good
sketch or photograph, if appropriately used can

attract the attention of readers. Several devises
can be used to make the copy attractive.
B. Use of Display Type Or Heading. Use of
appropriate heading enhance the value of an
advertisement copy to a great extent. To invite
attention, the heading should be brief an
meaningful, and should be printed in bold display
types. The headline should generally, be in the
form of a ‘slogan’ or ‘query’ that will compel the
attention of the reader.
C. Boarder etc. Attractive boarder can be used
to compel the attention of the readers. The
boarder must have a distinctive look so as to
separate it from the rest of the setting.
D. Price Quotation. Prices should not be quoted
on the advertisement copy except when they are
very low as in clearance sale or special offers.
E. Reply Coupons. Reply coupons inserted in an
advertisement in an unusual setting are yet
another way of attracting attention of readers.
2. Suggestive Value.
Once the advertisement is able to attract the
attention of the prospects, the next task is to offer
a suggestion about the use and the utility of the
product. This creates a permanent impression in
the minds of the reader. For a long lasting
impression, simple slogans and pointed
suggestions about the product can be used.
Similarly repetition of the slogans, suggestions
can also be made in order to create a permanent
impression on the prospects. It may so happen
that the message remains in their mind even
though they have forgotten about the place of the
advertisement.
3. Memorising Value.
The advertising copy should be so drafted and laid
out that the product will remain in the memory of
the readers. Repetition of advertisement with
slogans is an effective method of creating
memorizing value. Pictures, photographs, trade
marks, bran names etc have considerable amount
of memorizing value. There fore the trade mark
and the brand name should be advertised at
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22
regular intervals. LUX, SURF etc have become
household words only through repeated
advertisements.
4. Conviction Value.
An advertisement copy can prove effective and
achieve the desired end when suggestion
contained in it is backed by convincing
agreements. It should not just tell plainly that a
product is available. On the other hand, the
advertisement copy should never try to make use
of bombastic words and high promises. It should
remain within these two extremes. In other words
a good advertisement copy should be able to
convey o the readers every thing they want to
know about the product , their competitors, and
above all, the reasons why the consumer should
prefer the advertised goods. Therefore an ideal
copy of the advertisement naturally makes an
appeal to the readers by clearly stating the
outstanding features of the product. By the use of
simple arguments and convincing language in the
advertisement, the confidence of the readers can
be won and their belief on a prouct can be
confirmed.
5. Sentimental Value.
Sentiments play a very important role in
advertising. Sentiments reflect the personal
feelings and attitudes of an individual towards
various things. They indicates reaction of a person
in favor or against a particular product. These
sentiments also indicate the personal liking,
disliking, and choice towards a particular product.
Though it is not possible to create an
advertisement copy which will appeal to the
sentiment of one and all, but the copy should be
such that it catches the most common sentimental
values of a number of prospects. Patriotism, good
quality, price reduction etc are some of the
common sentiments. For example, “Be Indian,
Buy Indian” appeal is directed towards national
sentiments of the people.
6. Educative Value.
A good copy of advertisement must possess
educative value because the object of modern

advertising is not merely to satisfy the existing
demand, but to create future demand. In order to
create and extend demand, the customers need to
be educated about new products and their use and
new uses of existing products. A good advertising
copy is of great help in this regard. The copy not
only creates and extends demands of products but
also helps to make a change in taste and habit of
people by educating them.
7. Instinct Appeal Value.
There are some instincts behind every human
thought and action. These are the underlying or
hidden forces which compel or induce people to
act in a certain way. The most important function
of an advertisement copy is to induce, persuade
and motivate the prospects to think about the
products and ultimately purchase them. There fore
the advertisement copy should be able to appeal to
one or more of the human instincts. This enables
to get the desired results of the advertisements.
Some of the common human instincts are self
preservation, self display, parental etc. the copy of
advertisement should be so designed that it is
directed towards any of these instincts.
The following are the basic instincts which an
advertiser should keep in his mind.
A. Self Preservation Instinct. - Many of our
thoughts and actions are inspired by our anxiety to
preserve our person, our health, family and
belongingness. The sale of products like
medicines, clothes etc may be promoted by an
appeal to this.
B. Parental Instinct. - It takes the form of love
and affection for the children. Those advertisers
who deal in children’s requirements like
garments, toys, baby food etc may promote this
instinct in parents.
C. Self Display Instinct. - This type of instinct is
promoted by the advertisers of ready made
clothing, women’s dress, jewelry etc.
D. Something for Nothing Instinct. - Every body
has a desire to get some thing free. An
advertisement copy that contains an offer of a
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Advertising and Salesmanship
23
price or a gift is likely to tempt quite a many of
the customers.
On the basis of the above instincts, the following
themes or central ideas may be laid down for
advertisement copies.
1. Pride :- This can be used to popularize
luxury articles.
2. Beauty :- This is used for cosmetics,
perfumes etc.
3. Health :- In drugs and food product
advertisements.
4. Economy :- This is that central theme in
advertisements of clearance sales or bargain
purchases.
5. Fear:- Themes stressing the fear of death,
accidents, loss etc are generally used by insurance
CO’s.
8. Simplicity.
The language of the advertisement copy should be
as simple as possible. In fact, a good
Copy should use simple , short and
understandable words and sentences so that even
the casual reader is able to get the messages
without any difficulty.
9. Honesty
An advertisement copy must be truthful. There
should not be any kind of omission,
misrepresentation, or misleading facts. Other wise
the confidence of the buyers will be shaken and
there is very possibility that the buyers may react
adversely.
10. Enthusiastic.
The advertisement copy is nothing, but
salesman’s talk in a written form. Thus the copy
should convey the message of the product to the
customers—what they want to know about the
product -- just like a salesman. In order to create
interest in the mind of the readers, the
advertisement copy should deal with their

problems and likings. By this the reader feel
excited while reading the advertisement.
11. Brevity : A copy should be brief because
readers have no time to go through the lengthy
text and they must be able to, read within a short
time. So a copy should use simple language and
small and easy words. The message should be
concise and precise.
12. Clarity : A copy should be self-explanatory.
The message to be delivered must be clear at first
reading.
13. Interesting : A copy should be interesting-
provoking. It must stimulate the readers‟ curiosity
to read the message. The reader should himself
decide to read the message in detail.
Thus a good advertisement copy must possess the
above qualities to make it an ideal advertisement.
CLASSIFICATION OF COPY.
It is true that the copy writing is an art and the
copy writer has a very important role to play in
advertising creativity. There are various styles in
which a copy can be prepared.
1. Educational Copy.
The object of this copy is to educate the prospects
properly about the uses of the product or a class of
products. When a new product is produced, the
producer has to introduce the product in the
market. The introduction should be made in such
a manner that the products get a warm welcome
by the customers. The educational copy, thus
indicates the specialties of the product, their uses,
benefit, and some times new product is compared
with the existing ones. Even for existing products,
when new methods of use are discovered or
improvements are made upon the existing
products, the new methods, structure, size, utility
should be brought to the notice of the prospects.
This copy is responsible for maintaining the
demand for existing products.
Thus educational copy may be of two types; i.e .,
introductory - which is meant to introduce a
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product and missionary -- which propagate about
existing or improved products.
2. Institutional Copy.
This copy intends, not only to sell the products,
but also to sell the name of the organization. The
object of this copy is to develop and maintain
good will of the organization. The aim is to
popularize the product through institution. Such a
copy create a good image about the Co; that the
customers will regard the organization as best,
most reliable, or the most exclusive. Institutional
copy generally builds good will for the firm by
emphasizing facilities, service offered and other
features offered by the firm.
3. Reason Why Copy.
As the name signifies, reason why copy narrates
the readers reasons, why they should buy the
advertised product. With appropriate reasons and
arguments, this copy tries to convince the readers
about why a particular product should be
purchased. Points of difference and superiority
over other competing products is stressed in such
advertisements. Test performance, testimonials,
guarantee, records, etc are produced to
substantiate the claims made. These points
directly appeal to the judgment and intellect of a
person.
4. Human Interest Copy.
This type of copy makes it appeal to the emotions
and senses of human beings. The emotions are
like sympathy, fear, humor, curiosity etc while
senses are like touch, hearing, smell, sight and
taste.
Thus the human interest copy appears most to the
heart, rather than to the intellect and judgment. It
provides information about the product in relation
to customers requirements instead of emphasizing
about the product only. Human interest copy can
take many forms.
A. Humorous Copy. - It exploit the sense of
humor of the people. It turns the readers laughter.
B. Fear Copy. - It appeals to the sense of fear and
arouses the interest of people to save their lives,

properties and other belongingness. Life
Insurance Corporation, General Insurance Co’s
etc generally use this type of copy.
C. Story Copy. - In such a copy , a story is
narrated in a very interesting manner to create an
impression in the minds of the people about the
product.
5. Suggestive Copy.
The suggestive copy of advertisement tries to
provide valuable suggestions to the prospects
regarding the product directly or indirectly. It is
useful where the reader is confused about the
quality of a product and is not in a position to take
decision about the purchase. It may be of different
kinds.
1. Direct Suggestive Copy:- In Direct
suggestive copy, statements are made with
reference to the products. It appeals to the reader
directly about the product and tries to convince
them.
2. Indirect Suggestive Copy. - It does not
express the message or the theme to the leaders
directly. The readers are expected to grasp it in
their own interest. The advertisement indirectly
suggests the reader to go for the product
advertised.
6. Expository Copy.
This is the most common form of advertisement
which explains facts directly. It tells every thing
about the product directly to the readers and hides
nothing. As the Copy is simple, an direct in
approach, the reader is able to understand the
message easily an quickly.
7. Scientific Copy.
Such types of copies are technical in nature and
generally used by the rugs and Pharmaceutical
firms elaborating the properties and contents of
the product. This is generally meant for
professionals and such a copy does not attract the
general reader.
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8. Topical Copy.
Here in an attempt is made to appeal the general
public by linking the theme of the copy with some
‘current event’. So it is based on any sensational
event , which is in the mind of the readers. A
topical copy never fails to attract the attention of
the public.
9. Colloquial Copy or Conversational
Copy.
The colloquial copy presents the message in the
way of conversation. It uses an informal language
and conversation takes place , in between reader
and advertiser.
10. Personality Copy.
This copy attempts to encash the opinion of
personality about the product. Usually the
personality is real and a photograph of the
personality ( a person specialized) is given with
the text of the copy with a view to convince the
readers through the moral influence of his name.
invariably such copy shows a certificate or
testimonial of such person.
11. Prestige Copy.
This pattern is usually followed in institutional
advertising, which aims at creating an atmosphere
about the product or the firm an may not directly
advise the product for sale.
12. Questioning Copy.
This, as the name suggests, incorporates a series
of questions expected to be answered by the
readers. The advertiser puts no narration,
statement or reason of its own, in order to pursue
the readers to buy the product. The question arises
curiosity in the minds of the readers and makes
them think of it. The question in such copy may
be positive or negative.
13. Descriptive Copy.
This type of copy describes the pertinent and
relevant characteristics features of the product. It
is very simple and of non technical nature. It is
very much similar to a press account or news

item, simply giving relevant information to public
with out any stylish touch. Sometimes such copy
is very lengthy, and it has hardly any chance of it
being read in full. Such types of copy are usually
written not by a professional copy writer, but it is
written by the advertiser himself.
LAY OUT
Design and lay out almost carry the same
meaning as consisting of the overall structure of
advertisement copy. A layout is a sketched plan of
a proposed advertisement. It includes the
headline, rough illustration and copy which serves
as plan for the advertisement.
Lay out is an arrangement of various elements of
an advertisement copy.(ie headline, subheading,
illustration, slogan etc). The term is most
specifically applied to the design of a news paper,
magazine or outdoor advertisement. A good
advertisement is a good combination of both copy
and art. The arrangement of lay outs includes size
and position of elements, style and color.
According to Sandage and Fryburger, “The plan
of an advertisement, detailing the arrangement of
various parts and relative spatial importance of
each is referred to as layout”.
A rough layout is first prepared in which the
headline and subheads are lettered in artwork and
photographs are drawn or provided, and the
position various elements of ad-copy is indicated.
The rough layout is tested and modified to prepare
the final layout.
Features of a Good Layout :
Following are the main features of good layout:
1. Balance : Balance in layout means
achieving a proper distribution of weight
through the arrangement of the elements.
Balance should be maintained in size, colour
shape and density of elements.
2. Movement : There should be mobility in
the advertisement. It provides a visual type of
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flow and sequence. Movement guides the
render‟s eye from one element to another and
makes sure that he does not miss anything.
Movement should start from the left hand top
corner of the advertisement to the right hand
bottom corner.
3. Proportion : It involves appropriate
division of the space between the various
elements like the headline, illustration,
subheads, copy etc. In a headline oriented
advertisement, headline should be given major
space and in an illustration oriented
advertisement, illustration will dominate the
space.
4. White Space : Whide space is the area not
occupied by copy. Effective use of white space
helps to establish a sense of proportion. Whide
space helps in reducing a crowdy appearance
and brings prestige and luxury in an
advertisement.
5. Unity : There should be unity between the
elements i.e. there should be proper correlation
between the headline and copy or illustration
and copy. Unity is also achieved when the
elements appears as component part or a single
unit
6. Clarity : It implies that the various
elements should be arranged in such a manner
that the message is understood clearly. The
layout should not be too complicated and tricky
but must be easy to read and understand. The
type, size, design should be selected for easy
reading.
7. Simplicity : It implies that too many
elements in an advertisement should be avoided.
Those elements. Which can be dropped without
destroying the message should be dropped. The
simplier the Layout, the clearer the message.
8. Emphasis : It implies that the important
elements should be given much emphasis. There
should be emphasis on the various selling points
and the purpose of advertising depending upon
the requirements.
Functions of Lay Out.
The following are the important functions
performed by a layout.

1. Assembling different parts - The main function
of lay out is to assemble and arrange the
different parts or elements of an advertisement
illustrations, headline, slogans etc:-in to a
unified presentation of the sales message.
2. Opportunity for modification. - In the case of
TV commercials, film commercials etc, lay out
is called as ‘ story Boards’ and these offers an
opportunity to the creative teams and advertiser
to suggest modification before its financial
approval, and actual production.
3. Specification for Costs – The layout provides
specification for estimating costs and it is a
guide for designers to follow, in producing the
advertisement.
Components of an Advertising
Elements of Layout
An advertising copy is the means by which the
advertisers ideas are given expression to, in a
message to readers. Copy refers to all the reading
matters of an advertisement, including headlines,
text or body, an the name of the company.
The ultimate aim of every advertisement is to
stimulate the sales. As a reader turns the pages of
a magazine or news paper, he notices so many
advertisements, but a great variation in copy.
some copy may be ‘striking’, that the reader takes
immediate action , while he does not like some
other. The following are the main components of
a good advertising copy.
1. Background 9. Logo
2. Border 10. Price
3. Caption 11. Product
4. Coupon 12. Slogan
5. Decoration 13. Space
6. Heading 14. Sub-heading
7. Illustration 15. Text
8. Mascot 16. Identification Mark
1. Background: - The background for the
advertisements should be somewhat catchy and
colourful. The arrangement of background differs
from medium to medium andto advertisement. In
short, background should be suitable for the
contents of the advertisement.
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27
2. Border - It is defined as the frame of the
advertisement. Border is employed to impart the
reading atmosphere. The border may be light or
heavy, obvious, plain or fanciful. The border may
also contain a logo.
3. Caption - It refers to the subtitle. But in most
of the advertisement it is converted into heading
or sub-heading.
4. Coupon - Coupon is that part of the
advertisement which is intended for the
convenience of the prospective customer in
communicating with the advertiser. The coupon
must contain the name and full postal address of
the firm followed by the offer. The offer should
be brief and clear. There should be space for name
Copy / and address of the prospective customer. The
usual shape of the coupon is triangular or
rectangular.
5. Decoration - Advertisement decoration is the
ornament of the advertisement. This is done to
emphasis the advertisement message.
6. Heading / Headline - The heading or headline
is defined as the title of the advertisement. Its
main purpose is to attract attention, arouse
curiosity or interest and there by induce further
reading. It should be as short as possible. It
represents the message or an appeal.
Head lines are of various types. W.H. Howards
classifieds headlines in to 4 types.
A. Label Headline. - A label headline identifies
the name of a product. For example “ Castrol
Engine Oil”. Such type of headline inspires the
reader least.
B. Informative Headline. - These types of
headlines give information about the product.
These generally specify the attribute of the
product in exaggeration. Eg. “ SURF WASHES
WHITER”. These headlines are effective as they
are designed to attract the attention of readers,
even those who are in hurry.
C. Provocative Headline. - These arouse the
readers curiosity and impels the reader to see what
it is all about. Such types of headlines are

generally used when an item is introduced in the
market for the first time.
D. Selective Headlines. - Selective headlines
direct the appeal to those for whom products are
intended. It eliminates all other readers; for whom
product is not appealing. Eg. “Attention
Importers”.
E. Direct Command Headlines. - These headlines
ask the reader to buy the particular brand.
F. Question Headlines. - Such headlines put
questions to the reader and suggest the solution in
using the particular article. The main functions of
headlines are to gain attention and interest of the
readers. It also helps to arouse curiosity and to
provide news worthy announcements.
7. Illustration - These consist of photographs,
drawings, graphs, charts, paintings and other
pictorial devices. The main idea behind giving
illustration is to gain attention, comprehension,
attitude change and behavior change. They invite
quick understanding of a given idea and convey
themes. They can tell a story, make a point
quickly and clearly and prove a claim.
An illustration should be not only relevant but
also be free from technical errors. If the product is
sold in package, the package should be shown in
the picture, or if it is sold loose, the product may
be shown in any of the various ways.
Demonstration of the product in use may be a
popular an efficient way of employing illustration.
8. Mascot - It is known as the trade character or
trade figure. It is an illustration of either a real or
an imaginary figure or personality given in the
advertisement.
9. Logo - A logo is a graphic mark, emblem, or
symbol used to aid and promote public
recognition. It is a design that is used by an
organization for its letterhead, advertising
material, and signs as an emblem by which
the organization can easily be recognized,
also called logotype. Logotype is a graphic
representation or symbol of a company
name, trademark, abbreviation, etc., often
uniquely designed for ready recognition.
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10. Price - It is another part of layout. The price
of the product should be featured clearly. The
price is usually taken in the concluding lines of
the copy.
11. Product - It refers to the representation of the
product offered for sale. A very popular practice
is to show the product in use with illustrations.
12. Slogan - A slogan is a single word or a group
of words regularly used by the advertiser to
impress upon the readers a basic idea about the
product. Eg. Nokia – Connecting People”.
The use of catchy slogans is one of the most
popular method to attract and hold attention. To
be effective, a slogan should be short, simple,
easily remembered, and filled with a pleasing
suggestion of the product. No doubt, slogans
should be attractive, but at the same time
commodity should not be forgotten.
Characteristics of a Good Slogan : A good
slogan should :
1. Contain a definite sales idea :
2. Should be memorable
3. Length - The length of a slogan is a factor
worth considering. The majority of slogans are
short quick blurbs use as few words as possible.
4. Clarity and Message - Clarity and a message
are two things necessary in advertising. If your
customers don't understand your slogans, they
will forget them along with your company.
According to the Commonwealth Educational
Media Centre for Asia, successful slogans convey
a message to their audiences.
5. Humor - A company that displays a sense of
humor in its advertising is remembered. If you
can make your slogans humorous, they have a
better chance of catching on.
6. Emotion - Often the best way to connect to
customers is through emotions. Your slogan will
bring in business if you find a way to make a
personal connection. Consider these famous
taglines and their effects on the human psyche:
"You're in good hands," "Discover what's

possible," "Technology at the speed of life" and
"Make believe."
7. Must be differentiated from competitions
8. Easy to Understand - Every slogan should be
easy to understand
An ideal slogan is short, simple, easily
remembered and filled with pleasing suggestion
of the product.
13. Space - Space refers to the entire space left in
the space hired by the advertiser. This depends on
the design of the copy.
14. Subheading - These are subordinate captions
that simply expand the headline thoughts. They
carry the readers interest a step further. Subheads
form a kind of transitional bridge between the
headline and the copy text and may be valuable
when the headline does not contain any sales
message. Some times sub heads provide answers
to the questions posed in the head lines.
The sub headlines serve the following three
purposes.
1. They gain attention and interest of the
readers
2. They organize the copy into logically
related segments &
3. They direct the interest of the consumer to
important points.
It is given to support the heading or to pick out
the various selling points given in the text.
15. Text - Text or body of the advertisement
refers to the general reading matter. It is the
subject matter of the copy. It should be neither too
wide nor too narrow.
The text is the written part of the advertisement
that appears below the headline and sub headlines.
This is the ‘heart’ of the message. A good text is
based on advertising objectives.
In stimulating liking and preference for a given
product, body copy must explain the product
Department of Business Administration. NSS College Rajakumari.
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features, values and support all claims logically
and convincingly. The text copy may include
A. Descriptions of how the product works
B. Test results
C. Performance case history
D. Testimonials or quotations from the
experts
E. Sales records and guarantees.
16. Identification Mark - It is advertisers name,
brand name, or identification mark or trade mark.
A brand name, symbol or a word may be used as a
means of communication that brings about an
identity of the producer.
All these elements or components of an
advertisement copy should be well knit in to a
harmonious and symmetrical form.
PROOF READING
Proofreading is the reading of a galley proof or an
electronic copy of a publication to detect and
correct production errors of text or art. A proof is
a typeset version of copy or a manuscript page.
They often contain typos introduced through
human error. Traditionally, a proof reader looks at
the text on the copy and then compares it to the
corresponding typeset and then marks any errors
(sometimes called line edits) using standard
proofreaders' marks.
Benefits / Advantages of Proof reading
1. Helps to check that an advertiser has included
everything he wanted to include in an
advertisement copy.
2, Gives the copy writer a chance to review his
work and add in anything he might have missed
out,
3. It helps the advertiser to correct any little,
unnecessary errors that have made,
4. Proofreading will catch any remaining
grammar errors, typos, and punctuation mistakes.

5. It will also help ensure that all the appropriate
information has been included
TYPOGRAPHY
Typography is the art and technique of arranging
type to make written language legible, readable,
and appealing when displayed. The arrangement
of type involves selecting typefaces, point sizes,
line lengths, line-spacing (leading), and letter-
spacing (tracking), and adjusting the space
between pairs of letters.
The term typography is also applied to the style,
arrangement, and appearance of the letters,
numbers, and symbols created by the process.
Periodical publications, especially newspapers
and magazines, use typographical elements to
achieve an attractive, distinctive appearance, to
aid readers in navigating the publication, and in
some cases for dramatic effect.
Principles of the Typography
Three fundamental aspects of typography are
legibility, readability, and aesthetics.
Legibility describes how easily individual
characters can be distinguished from one another.
For instance if a "b" and an "h", or a "3" and an
"8", are difficult to distinguish at small sizes, this
is a problem of legibility. Typographers are
concerned with legibility insofar as it is their job
to select the correct font to use.
Readability refers to how easy it is to read the
text as a whole. Some fonts or font styles, for
instance sans-serif fonts, are considered to have
low readability, and so be unsuited for large
quantities of prose. Readability also may be
compromised by letter-spacing, or word spacing,
that is too tight or too loose. It may be improved
when generous space separates lines of text,
making it easier for the eye to distinguish one line
from the next, or previous line. Poorly designed
typefaces and those that are too tightly or loosely
fitted also may result in poor legibility.
Underlining also may reduce readability by
eliminating the recognition effect contributed by
the descending elements of letters.
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The aesthetic concerns in typography deals not
only with the careful selection of one or two
harmonizing typefaces and relative type sizes, but
also with laying out elements to be printed on a
flat surface tastefully and appealingly, among
others. For this reason, typographers attempt to
observe typographical principles, the most
common of which are listed below:
 Limit up to three colors, which should
harmonize to each other and with the color of
the paper and the dominant color(s) of the
photo or graphics
 Limit to two typefaces on a single page,
which should "match"
 Limit up to three fonts and sizes
 Select the size of leading to be optimal and
most pleasing to the eyes.
 The number of different enhancements such
as greater size, bold, italic fonts,
capitalization, or different typeface, different
color, as used for headlines and emphasized
words inside the text block, should be limited
and consistent, and be judiciously selected
 Avoid underlining
 Text should be placed judiciously to lead the
eye from one text cognitively natural way to
the next text
 Multi-line headline should be segmented by
phrases (no phrase should be split into two
lines)
 No widows and orphans (no beginning line of
paragraph at the bottom of page, no last line
of paragraph at the top of page)
 Likewise no headline is at the page bottom
etc.
Lithography
Lithography (from Ancient Greek, lithos,
meaning "stone", and graphein, meaning "to
write") is a method of printing originally based on
the immiscibility of oil and water. The printing is
from a stone (lithographic limestone) or a metal
plate with a ball grained surface. It was invented
in 1796 by German author and actor Alois
Senefelder as a cheap method of publishing

theatrical works. It is a method of printing based
on the principle that oil and water do not mix.
Printing is done from a stone
(lithographic limestone) or a metal plate with a
grained surface; using oil-based inks. An image is
drawn using a greasy medium. Then water and
ink is applied on the stone. The image will repel
water and accept only ink. The paper is laid onto
the stone, and pressed. The ink on the greasy
image is transferred to the paper.
Lithography can be used to print text or artwork
onto paper or other suitable material.
Symbol
A symbol is a mark, sign, or word that indicates,
signifies, or is understood as representing an idea,
object, or relationship. Symbols allow people to
create linkages between different concepts and
experiences. All communication is achieved
through the use of symbols. Symbols take the
form of words, sounds, gestures, ideas or visual
images and are used to convey other ideas and
beliefs.
Benefits of Using Symbols–
1) When viewers see certain symbols, they
associate it with certain objects and feelings.
For example a dove is associated with peace or a
red rose with romance.
2) A symbol ( and symbol based logo)
helps to establish brand value quicker and
communicates with people all over the world. For
example ‘The eco-friendly symbol’ is one that
suggests the product is environmentally friendly
3) Even if you don’t tell people what services
you offer, they can understand your business
seeing your symbol. For instance, using the
symbol of a coffee mug in your advertisement,
you can immediately inform people that you have
a café.
4) A symbol can also help to communicate
additional information about the company or
brand, particularly when brand name doesn’t
offer enough details about what the product is.
For example The green dot symbol identifies
Vegetarian food. 
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Caption
A caption, is text that appears below an image. It
is a variant of a branding slogan, which is
typically used in the promotion and marketing of
brands or products. Captions can consist of a few
words of description, or several sentences.
Famous examples of brand captions are:
• McDonald’s – I’m lovin’ it
• Nike – Just do it.
• Adidas – Impossible is nothing.
Importance / Benefits
There is no denying the fact that captions are
important for any type of business. Reputed
brands are recognized by their captions. Below
are major functions performed by a caption.
1. Tells The Key Benefits. By reading a
caption, the customer gets an idea about what is
expected from buying a particular product. A
caption will work as a marketing message as what
to expect when the customer purchases the
product.
2. Brand Differentiation. Captions also
helps to differentiate a brand from their
competitors brand, especially when brand names
looks similar. Using a caption in an effective way
results in making the brand stand out from the rest
of the competitors in the marketplace. For
instance “ Connecting India” reminds everyone of
BSNL almost instantaneously.
3. Brand Identification. Having a catchy
and memorable caption would definitely help in
creating brand recognition in market. Based on
the tone and language of the slogan, your brand
will be positioned in the targeted market.
4. Increase Demand for your Product: A
caption has the aim to tell a lot about the product
like what is product all about, what its qualities
are and what the audience can benefit from it. In
short it is the way people look at a product. So
having a good caption is an effective way to
make your product desirable in market.
MODULE IV

Salesmanship . Importance of Salesman, Steps in
selling. Direct Marketing. Different Salesman -
Retailer, wholesaler etc. Negotiation.
Salesmanship
Personal selling happens when companies and
business firms send out their salesmen to use the
sale force and sell the products and services by
meeting the consumer face – to – face. In
Personal selling, one person who is the salesman
tries to convince the customer in buying a
product. It is a promotional method by which the
salesperson uses his or her skills and abilities in
an attempt to make a sale.
According to W.G Carter, “Salesmanship is in
attempt to induce people to buy goods.”
According to the National Association of
Marketing Teachers of America, “It is the ability
to persuade people to buy goods or services at a
profit to the seller and benefit to the buyer.”
In the words of Peterson and Wright,
Salesmanship is the process whereby the seller
ascertains and activates the needs or wants of the
buyer and satisfies these needs or wants to the
mutual continuous advantage of both the buyer
and the seller.
True salesmanship is not only an art of inducing
the consumers to buy goods, but also an art of
guiding them to buy what they need. In short,
salesmanship is the process of persuading and
assisting a prospective customer to buy a
commodity or service.
Importance of Salesman
In the present day, salesmanship plays an
important part. Salesman is the connecting link
between sellers and buyers. The expansion of the
market, growing competition etc., invite a better
salesmanship. In the competitive modern day
world the importance and utility of salesmanship
has been increasing day by day.
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1. Important to Producers:
a) Salesmanship is important to producers
and manufacturers. For pushing products into the
competitive market, salesmanship is necessary.
To capture new markets also salesmanship is very
important.
b) Salesmen increase the sales volume. It
brings larger profits to the manufacturers.
Salesmen work as the “eye and ear” for the
manufacturers.
c) They improve their products according to
the taste of the consumers. They improve their
sales policies by keeping in mind the suggestions,
impressions and complaints of the consumers.
d) He is the creator of demand. Hence it
leads to increased production and increased
business activity. As such it increases
employment opportunity as well as personal
incomes.
e) Companies which cannot afford a large
outlay for advertising on a regular basis finds
personal selling a more reliable method.
f) In some cases the nature of the product or
service is such that the chances of a sale are much
more through personal selling when compared to
other modes.
g) Sales play a key role in the building of
loyalty and trust between customer and business.
Trust and loyalty are the main reasons why a
customer would choose to recommend your
company to a friend or family member or write a
great review of your product or service online.
Ultimately this leads to sales growth.
2. Important to Consumers:
a) Salesman educates and guides the
consumers. He gives them more satisfaction.
b) Salesman helps the consumers in making
the right decision and proper selection of the
products which they want to buy. Consumers can
select the best products according to their
requirements, taste and money.
c) He informs them of new products and
explains to them how best they can use these
products.
d) When the nature of the product is such
that the buyer needs special information in order

to use it properly, the sales representatives act as a
consultant to the consumer to apprise him or her
of the products’ technicalities and usage. They
also provide help and guidance for choosing a
product of one’s own choice.
e) He may also give a demonstration of use
and also explains to them the precautions they
should take while using the products.
f) 11. He provides their after-sales service
also.
3. Benefits to society
Salesmanship helps to expand employment and
income of a country through large and rapid sales
turnover. In addition
a) It helps in increasing the supply of goods
to the society.
b) By contributing to increased sales and
production, it brings about an increase in the
level of employment and higher income to the
society. Further, salesmanship itself directly
absorbs a large number of people.
c) It creates demand for articles of comfort
and luxury and thereby raises the standard of
living of the society.
d) It helps to maintain equilibrium between
the demand and supply of a product and thereby
reduces the fluctuations in the prices and
maintains the stability of prices.
Functions, Duties and Responsibilities of
Salesman
a) Selling: The fundamental duty of a salesman is
selling. This duty includes meeting the prospects,
presenting and demonstrating the products,
inducing the prospects to buy, taking orders and
effecting sales.
b) Guiding the buyers: A salesman should guide
the buyers in buying the goods they want.
c) Attending to complaints: A salesman should
attend to the complaints of the customers
immediately and try to settle their grievances
quickly and sincerely.
d) Collection of bills: Sometimes, a salesman
may be required to collect the outstanding bills
Department of Business Administration. NSS College Rajakumari.
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relating to the goods sold by him. In such a case,
he has to collect the bills and remit the amount to
his firm.
e) Collection of credit information: A salesman
may, sometimes, be required to collect
information about the credit-worthiness of the
customers. In such a case, he has to collect
detailed information and submit it to his firm in
time.
f) Reporting: A salesman, especially a traveling
salesman, is required to send daily, weekly or
monthly reports to his firm, providing
information about the calls made, sales effected,
services rendered, route schedule, expenses
incurred, business conditions, competition, if any,
etc.
g) Organizing: A salesman, i.e., a traveling
salesman, is required to organize his tour
programme. He has to prepare the route and time
schedules for his tour so as to systematize his
sales efforts.
h) Attending sales meetings: A salesman is
required to attend the sales meetings convened by
his employer at periodical intervals to discuss the
marketing problems, sales promotion activities,
sales policies, etc.
i) Touring: A traveling salesman, has to
undertake touring regularly to cover the sales
territories assigned to him.
j) Arranging for packing and delivery: A
salesman, i.e., a counter salesman, has to arrange
for the packing of the goods sold and the delivery
of the packages to the buyers.
k) Window and counter displays: A salesman,
i.e., an indoor or counter salesman, has to arrange
for the window and counter displays of the
products in an attractive manner so as to attract or
induce the prospects to buy.
l) Promotion of goodwill: Every salesman has to
build up satisfied clientele (i.e., customers) for
his employer and thereby promote the goodwill
of his firm.

m) Working with Middlemen: Salesmen
establish direct relations with middlemen —
distributors, wholesalers, etc., and collect market
information and pass it on to their firm.
Types of salesmen
Following are the main types of salesman.
(1) Manufacturer's Salesmen: Manufacturer's
salesmen are employed by manufacturers to sell
the products to the wholesalers, retailers,
consumers. They may be of following types:-
1. (a) Pioneer Salesmen: They are responsible for
introducing new products or services in the
market. They are highly talented and experienced
in launching new products. They search for
wholesalers, retailers, dealers, customers in the
new market area. They motivate the channel
members to store the manufacturer's product and
they create demand for these new products.
(b) Re-Sale Salesmen: These salesmen call on
established wholesalers, retailers, dealers at
regular intervals to procure repeated orders. They
explain the improvements made in the product to
the existing dealers. They explain different
schemes bunched by manufacturers for the
dealers. Their main work is to procure repeat
orders and maintain good relations with existing
dealers.
(c) Merchandising Salesmen: These salesmen are
appointed by manufacturer to ensure better
display of their manufacturer's product in retail
counters. For this, various incentive schemes are
launched by manufacturers to ensure better
display. These salesmen execute these display
schemes and ensure better display of their
manufacturer's products in retail counters.
(d) Missionary Salesmen: These salesmen are
responsible for establishing new sales territories,
finding dealers, stockists for the existing products
in the new sales territories. They persuade the
dealers to stock manufacturers product. They
demonstrate and provide knowledge regarding
Department of Business Administration. NSS College Rajakumari.
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product, to the dealers and train them to clear
possible queries and doubts of customers.
(e) Creative Salesmen: Creative salesmen create
the desire and demand to buy the product. Earlier
the job of salesmen was just to execute order for
existing demand. But now salesman also create
and maintain the demand of product/service of
their organisation. These salesmen provide
detailed knowledge about the benefits and utility
of the product and tell the prospective customers
about risk they are exposed to by not using this
product. Modem day salesmen are creative
salesmen.
(2) Wholesaler's Salesmen: Before an article
reaches the hands of the consumer it goes through
a number of channels of distribution; the main
channels being the wholesalers and the retailers.
The wholesaler is really the middleman between
the manufacturer and the retailer or the store from
which the consumer makes his-purchase.
Wholesaler's salesmen are appointed by
wholesalers.
Functions
1. A salesman employed by a wholesaler
must meet / call on retailers, at regular intervals to
explain about products available with the
wholesaler.
2. His main job is to see that the retailers are
promptly and accurately supplied with their
requirements.
3. They procure orders from retailers, and
execute these orders in time
4. They ensure regular and timely supply of
products to the retailers
5. Wholesalers salesman act as collection
agents for wholesalers.
6. Sometimes he may be required to post the
manufacturer with accurate and up-to-date
information about the credit rating of the
customers.
7. Salesmen establish direct relations with
middlemen — distributors, wholesalers, etc., and
collect market information and pass it on to their
firm.

8. Every salesman has to build up satisfied
clientele (i.e., customers) for his employer and
thereby promote the goodwill of his firm.
9. A wholesalers salesman has to arrange for
the window and counter displays of the products
in an attractive manner in retailers shop so as to
attract or induce the prospects to buy.
10. He has to arrange for the packing of the
goods and prompt delivery of the packages to
the retailers.
(3) Retailer's Salesmen: They are appointed by
retailers to sell the products to the consumers,
Retailer's salesmen con be of two types:
(a) Indoor or Counter Salesmen: The indoor
salesmen sit on the retail counter and sell the
products to the customers who visit retailer's
shop. They do the selling job inside the retailer's
showroom.
(b) Outdoor or Touring Salesmen: Outdoor
salesmen are travelling salesmen. They visit the
customers' place on behalf of retailer. They carry
the samples with them. They show these samples
to the prospective customers and procure orders
for retailers.
Functions
a) Selling: The fundamental duty of a salesman is
selling. This duty includes meeting the prospects,
presenting and demonstrating the products,
inducing the prospects to buy, taking orders and
effecting sales.
b) Guiding the buyers: A salesman should guide
the buyers in buying the goods they want.
c) Attending to complaints: A salesman should
attend to the complaints of the customers
immediately and try to settle their grievances
quickly and sincerely.
d) Attending sales meetings: A salesman is
required to attend the sales meetings convened by
his employer at periodical intervals to discuss the
marketing problems, sales promotion activities,
sales policies, etc.
Department of Business Administration. NSS College Rajakumari.
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35
e) Arranging for packing and delivery: A
salesman, i.e., a counter salesman, has to arrange
for the packing of the goods sold and the delivery
of the packages to the buyers.
f) Window and counter displays: A salesman, i.e.,
an indoor or counter salesman, has to arrange for
the window and counter displays of the products
in an attractive manner so as to attract or induce
the prospects to buy.
g) Promotion of goodwill: Every salesman has to
build up satisfied clientele (i.e., customers) for
his employer and thereby promote the goodwill
of his firm.
(4) Speciality Salesmen: These salesmen are
concerned with promotion and sale of special
goods These special goods can be expensive
furniture books, vacuum cleaners, automobiles,
A.Cs. refrigerators, etc. Usually, o salesman
represents a single product or product line. The
salesman is given special training to have the
detailed knowledge of that special product or
product line.
(5) Industrial Salesmen: They sell technical and
industrial products to business houses. They are
also called sales engineers. They have technical
knowledge of their products, 'They are appointed
by business units dealing in industrial goods such
as plant and machinery. C.T. scan machines. X-
ray machines, supercomputers, etc. These
products are very costly, technical and their
inslallation is a complex job. Persons with
technical knowledge are appointed as industrial
salesmen.
(6) Exporter's Salesmen: They are appointed to
sell the products to distributors located in foreign
countries. Such salesmen are expected to know
the language of the countries for which they are
appointed;. They must have complete knowledge
of procedure of foreign trade and import-export
documentation.

The Selling Process / Steps in selling
The selling process is the series of steps followed
by a salesperson while selling a product. Selling
Process is a complete cycle which starts from
identifying the customers to closing the deal with
them.
Pre
Preparation Prospecting
approach
Sales
Handling Objections Present Approach
ation
Closing the Sale Post-sale Follow-
up
Step 1 Preparation: Before starting the selling
job, a salesperson should know the products he
will be selling, know the customers (i.e. customer
types, buying motives and buying process) to
whom he will be selling; know the competitors
against whom he will be selling, and finally know
the philosophy, policies and range of products of
his company, In short, he should be well equipped
with the fundamentals of selling.
Step 2 Prospecting: This step of the selling
process deals with locating and preparing a list of
prospective customers. Prospects can be located
through
(1) Identifying the potential of buying more in the
existing customers,
(2) Recommendations of existing customers,
(3) Winning back lost customers,
(4) Attracting competitor’s customers,
(5) Customers ' information request from
advertisement,
(6) Newspaper announcements,
(7) Public records,
(8) Directories like telephone, trade association
etc.
(9) Other salesmen,
(10) references from friends, neighbours and
business associates, and
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(11) Cold canvassing, that is, going from door to-
door.
The located prospects should first he devided
broadly in terms of (i) whether they want the
product and how intense their want is, (ii) whether
they have the adequate purchasing power, and (iii)
whether and who possesses the power or
authorisation to purchase and spend the required
money.
Step 3 Pre Approach: Pre-approach means
getting more detailed information about the
potential buyers. At the pre-approach stage, the
salesman tries to collect some more information
in addition to the background information
gathered at the prospecting stage. Such additional
information about the prospective customers
includes their needs, habits, preferences, nature,
behaviour, economic status, and so on. The
availability of the above information in as detailed
a manner as possible will help the salesperson in
ranking the prospect in terms of their priority to
the company. Good salespersons use the above
information in classifying the prospects in A, B
and C categories in terms of the immediacy of the
attention to be given to them.
Step 4 Approach: `First impression counts'. As
such, this step needs to be carefully planned. This
step has two distinct parts. One, of meeting the
customer with a positive set of mind, and the
second, is make an impact on him. For the former,
referrals of reliable persons known to prospects,
canine after fixing an appointment, use of door
openers, help. For the latter the salesperson
should equip himself with the key benefit to be
emphasised, samples or new literature to be
handed over, etc.
Step 5 Sales Presentation: Through advance
information relating to the prospect every effort
should be made to match the product offered to
the needs/problems faced by the customer. The
sales presentation should generally go according
to the AIDA-attention, interest, desire, and action
approach. The presentation should proceed in a
straightforward manner to help the prospect know
that you understand his problem and that is the
reason of your being there. To convince the

prospect as early as possible, the salesperson
should offer evidence through demonstration of
the product, use of exhibits, models, sharing Of
acts, citing examples of its successful
applications/usage, showing testimonials, etc.
Step 6 Handling Objections: It is in the last
phase of the sates presentation step that the
prospects start expressing doubts, or raising
objections whether relating to price, need for
more time to think, satisfied with the existing
product/supplier or product quality claims. These
doubts or objections should be welcome and they
should be answered with confidence. The golden
rules for handling objections are: (1) welcome the
objection and show respect to the prospect, and
(2) do not argue with the prospect.
Step 7 Closing the Sale: Closing is that aspect of
the selling process in which the salesperson asks
the prospect to buy the product. The salesperson
should have the ability of catching the buying
signals given by the prospect and should act on
them fast. These signals, show that the time is ripe
to start taking the order. Final price of the
product, mode of payment, mode of delivery etc
are finalised at this stage.
Step 8 Post-sale Follow-up: Follow-up provides
an opportunity to ensure that the product is being
rightly used, and if necessary to re-explain the
method of using, handling, and storing of the
product when not in use. This builds favourable
feelings and nurtures strong buyer-seller
relationships. This also helps generate repeat
business and valuable word-of-mouth publicity.
The follow-up is a good source of feed back too.
Direct Marketing.
Direct marketing is the use of consumer-direct
(CD) channels to reach and deliver goods and
services to customers without using marketing
middlemen. Direct Marketing is an attempt to
approach the customers directly.
Direct marketers can use a number of channels to
reach individual prospects and customers: direct
mail, catalog marketing, telemarketing, interactive
Department of Business Administration. NSS College Rajakumari.
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TV, kiosks, Web sites, and mobile devices. Direct
marketing has been a fast-growing avenue for
serving customers, partly in response to the high
and increasing costs of reaching business markets
through a sales force.
Major Channels For Direct Marketing
1. Face to Face Selling - Many companies use
direct sales force or agents to locate prospects and
develop them into customers. Amway, Avon and
Tupperware are examples of such companies.
2. Direct Mail - Direct mail marketing involves
sending an offer , announcement , reminder or
other item to a person. Using highly selective
mailing lists , direct marketers send out millions
of mail pieces each year – letters , flyers ,foldouts
etc.
3. Catalog Marketing - In catalog marketing,
companies may send full-line merchandise
catalogs, specialty consumer catalogs, and
business catalogs, usually in print form but also
sometimes as CDs, or online catalogues.
4. Telemarketing - Telemarketing involves the
use of the telephone and call centers to attract
prospects, sell to existing customers, and provide
service by taking orders and answering questions.
Telemarketing helps companies increase revenue,
reduce selling costs, and improve customer
satisfaction.
5. E-marketing - The newest channels for direct
marketing are electronic. E-business describes a
wide variety of electronics platforms, such as the
sending of purchase orders to suppliers via
electronics data interchange (EDI) or extranets;
the use of fax and email to conduct transactions;
the use of ATMs, and smart cards to facilitate
payment and obtain digital cash; and the use of
the Internet and online services.
Benefits / Advantages of Direct Marketing
Direct marketing provides a unique range of
benefits because it enables a marketer to contact
directly with the customers.
 Advertising and Salesmanship
38

Other advantages of direct marketing include: Negotiating in sales is one of the most
fundamental aspects of selling. Negotiation is
1. Targeting: A marketer can send specific the process through which both parties agree to
messages to particular groups of customers and the terms of a deal. Every sales professional
potential customers based on demographics and will spend the majority of his/her career
buying behaviour. The more targeted the negotiating with their customers.
campaigns, the more successful they are likely to
be.
2. Personalisation: Direct marketing helps
to reach the audience with a personal touch.
Direct mail or email can be addressed to a specific
person, and even include details like past orders.
A phone call can engage a customer in
conversation to start building a relationship with
the business.
3. Affordable: Strategies like email
marketing or leafleting can be very cost effective.
Most direct marketing will be more cost effective
for small business houses than mass media
advertising campaigns.
4. Measurable: If the direct marketing
messages ask the recipient to take a particular
action, the marketer can easily measure the
success of campaigns.
5. Informative: In direct marketing, the
marketer can deliver detailed information of the
products, services and prices unlike other forms of
advertising.
6. Builds Loyalty. A well-run direct
marketing campaign can build brand loyalty by
continual brand messaging on direct marketing
channels. This is particularly effective where
multi-channel messaging is used, e.g. email, direct
mail, SMS, etc.
7. Reduced Competitor Awareness:
Competitors will have a much lower level of
awareness with direct marketing as it is direct to
the customer. Other marketing techniques such as
TV, radio, internet advertising, etc. are public and
open to counter-moves by competition.

Negotiation

Negotiation is a method by which people

settle differences. It is a process by which
compromise or agreement is reached while
avoiding argument and dispute.

Department of Business Administration. NSS College Rajakumari.


MODULE V
Knowledge, Skills and Qualities required in
salesmanship. Training and supervising the
salesman. Motivating the salesman - perks,
commission, incentives, remuneration, awards
and rewards
Qualities of a Good Salesman
Since a salesman’s future lies in successful
salesmanship, he has to develop a host of
qualities. Those qualities are absolutely
necessary to ensure a successful career in
selling.
A. Physical Qualities of a Salesman
1. He must be physically fit as he has to
undertake lot of traveling.
2. He must look decent. His dress, hairstyle etc.,
must give him a pleasing appearance.
3. He must not speak in a loud tone nor should it
be feeble. He must have tonal control. His voice
must be pleasing to ears.
4. He must be a man of clean habits.
B. Mental Qualities of a Salesman
1. He must have the attitude and aptitude for the
sales job.
2. He should not be lethargic. He should always
be on his toes, i.e., alert.
3. It is important that the salesman has a good
memory. Only then, he will be able to remember
all his clients, their addresses, telephone
numbers, etc.
4. A person cannot be a successful salesman if
he lacks self-confidence. As the salesman will
not be backed by anyone in his work and has to
do all the work himself, he must have supreme
self- confidence.
5. He must have adequate knowledge of the
company for which he works and also have a
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
39
thorough knowledge of the product. Otherwise,
he will be as bad as a half-baked cake.
6. He must have foresight. This will help him to
predict the behavior of his clients and adopt an
appropriate strategy to handle them.
C. Social Qualities of a Salesman
1. The salesman should be courteous. As
mentioned earlier, he should not trouble any
customer by approaching him without getting
the latter’s appointment.
2. It is important that the salesman gives a
patient hearing to the views of the buyer.
3. He should have good manners. Only then the
buyer will be inclined to spare some time for
him.
4. He must have an open mind to receive the
viewpoints of the people he comes across.
D. Other qualities of Salesman
1. He must be tactful. Although it is said earlier
that the salesman must listen to the views of the
buyer, it is important that he handles any
unnecessary or unwanted remarks tactfully.
2. He must be honest and straightforward in his
dealings.
3. He must be loyal to those customers who are
sincere and prompt.
4. He must be ambitious.
Knowledge that a salesman is expected to
have.
A thorough knowledge about product,
company, competitors etc makes a salesman
efficient and successful in his job and
strengthens his self-confidence. Therefore the
salesman is expected to have knowledge of the
following:
1. Knowledge of self
Everyone has his strong and weak points. The
salesman has his strengths and weaknesses. He
has to work to capitalize on his strong points and

hide his weak points. He will be a failure if he
cannot do this. Thus, knowledge of his personal
traits helps the salesman to perform his job
better.
2. Knowledge of the company
It is important that the salesman has full
knowledge of the organization he represents.
This will help him to answer the questions that
may be raised by the prospective buyers about
the company that has brought out the product.
The salesman is expected to know the history of
the organization, its achievements, sales
policies, dealers, services provided to
consumers, etc.
3. Knowledge of the product
Needless to say, the salesman shall have perfect
knowledge of the product he sells. Only then he
will be able to educate the buyers on the merits
of the product. He should know the nature of the
product, its utility, the materials used in
production, etc.
4. Knowledge of the buyers
Knowledge of the psychology of buyers is very
important for the salesman. He has to, for
example, know why the customer desires a
particular product (the buying motive), his
buying power, the kind of service he expects
from the salesman and his company and so on. If
he approaches a customer without knowing
anything about the latter’s preference,
purchasing power etc., he will not be able to do
his work effectively.
5. Knowledge of the selling technique
The techniques of selling are generally different
for different classes of products and for different
classes of buyers. For example, the approach for
bulk buyers and small quantity buyers cannot be
the same. Likewise, cash parties need a different
approach. Selling industrial goods needs an
altogether different technique as compared to
selling consumer products.
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
40
Skills that a salesman is expected to
have.
Skills are the expertise or talent needed in order
to do a job or task. Sales skills allow a salesman
to do his job efficiently.
1. Knowledge of the Product and company: It is
important that the salesman has full knowledge
of the organization he represents and also the
products he sells. They should be able to explain
in detail how each product works, how it is
different from competitors products and what
value it offers to the customers.
2. Understanding the buyer - The most important of
today’s sales skills is simply understanding the
buyer. It’s the foundation of effective selling.
Buyer has a set of expectations and salesman’s
job is understand that expectations and to
exceed those expectations.
3. Strategic Prospecting Skills : Sales prospecting is
the process to find out a potential customer. It is
the first part of a sales process For prospecting
to be effective, salespeople need to develop a
strategic approach for identifying new business
opportunities.
Sales Training
Training substitutes or supplements experience of
sales personnel. It helps to achieve improved job
performance. It helps the new sales personnel to
perform their jobs satisfactorily and It increases
the performance of existing sales personnel.
Sales training methods accelerate the process of
learning. Training is the act of increasing the
knowledge and skills of an employee for doing a
particular job. Training involves the development
of skills which are usually necessary to perform a
specific job. The purpose of training is to bring a
positive change in the knowledge, skill attitude of
sales force and to improve the performance of
work..
Training gives knowledge about sales techniques,
nature of work, market conditions, competitions,
 Advertising and Salesmanship
41

market strategies, general information about the group. So group training methods are used. In
company, technical features of the product etc. these methods, cost of training per trainee is less.

According to Edwin B. Hippo, "Training is the act Group Training Methods are
of increasing the knowledge and skill of an
employee for doing a particular job." (1)Lecture Method: In this method, training is
given in classroom environment in which trainer
According to H.L.Hanson, “ Sales Training is gives lecture and trainees listen and watch his
teaching the salesmen how to do their jobs better." lecture and then raise their doubts and questions,
It is one of the simplest ways of imparting
Thus, training refers to the process by which the knowledge to the trainees. A very large group can
skill and abilities of employees are increased. It be trained at a very low cost. This method is used
helps to improve the performance level of in initial stages of sales training, particularly when
employees. Training is needed not only for newly trainees are very large in number.
recruited employees who are to learn the method
of performing their jobs but also for its present (2)Role Playing: In this method training starts
employees because of rapid environmental with trainer describing the situation, Then
changes. directing the trainees to play the role of salesmen
and prospective customers. Trainee plays the
Methods – Types of Training assigned role and then trainer evaluates their
Sales organizations have their own option over effectiveness and suggests how the performance
the variety of methods and tools of training used of each trainee can be improved. It develops their
for the sales force, depending on its needs and communication skills, overcomes their hesitation,
resource constraints. These salesmen training improves their confidence and thus helps to
methods may be divided into two individual increase the skills of trainees. This method helps
training methods and group training methods. the trainees to get better understanding of actual
sales situation.
Group Training Individual Training
(3) Group Discussion: In this method, trainees
are classified in different groups. Each group may
(1)Lecture Method (1)On the Job Training have 15-20 trainees. Each group is assigned some
(2)Role Playing (2) Correspondence activities or problems related to selling. They
(3) Group Discussion Courses discuss these activities or problems and try to
(4)Sales Conference (3)Job Rotation
reach at the possible solution. Each group is
Method (4)Personal
discussions supervised by experienced trainer who observes
(5)Programmed
Learning (5) Training in their activities. At the end of group-discussion,
(6)Demonstration universities trainer gives his own views.
(7)Visual Training
(8)Case Study (4)Sales Conference Method: These conferences
(9)Sensitivity Training are addressed by an expert or group of experts.
(10) Management Salesmen of the organisation attend these
Games conferences as participants. The experts give
knowledge of new sales techniques to the
participants. These conferences discuss specific
When training programme is directed to group of sales-related problems like how to redress
persons, it is known as Group Training Method. consumer complaints, how to maximise consumer
When various persons arc to be trained regarding satisfaction etc. This method includes merits of
common sales techniques, common sales policies, both lecture method and group discussion method.
changes in marketing environment, then the
purpose of training is to communicate with a

Department of Business Administration. NSS College Rajakumari.


(5) Programmed Learning: In this method total
training work is divided in various stages. At each
stage some sales literature is provided to the
trainees. They are guided about the literature by
the trainer and then they are given a test to
evaluate their learning. Only those trainees are
promoted to second stage of training who have
scored well in the test. If their performance in the
test is not satisfactory, then they are again referred
to the trainer of first stage.
(6)Demonstration: In this method trainees are
given demonstration of the product. This method
is appropriate for imparting training for technical
and complex products .It demonstrates the
technical features of the product so that they can
effectively demonstrate the product, its features,
uses; where sales personnel are supposed to give
demonstration to prospective customers.
(7)Visual Training: Here training is given with
the aid of some audio-visual devices developed
especially for this purpose. These aids include
video-tapes, C.D.s, floppies, cassettes, films, etc.
These programs shows the actual steps in selling
process.
(8)Case Study: Case is a sale related problem or a
set of data that represents sale related activity.
Trainees are asked to analyze case, identify
problem and find out a solution. Usually cases
relating to real life sales problems are designed.
This method is extensively used for training high
level sales ofricials.lt develops their decision-
making ability.
(9)Sensitivity Training: Its aim is to develop
patience, understanding and trust among sales
persons. Here a small group of trainees is
constituted, whereas trainees interact with each
other without any structured plan. From time to
time trainer provides his useful suggestions. The
participants learn group-behaviour i.e. how to
behave in group. It increases tolerance power and
patience of trainees.
(10) Management Games :- A variety of
management games have been developed for
training lo sales executives. The management
games are played in the general spirit of other
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
42
games, meaning thereby, that every competing
team tries to win. Under the management game
method, the trainees are divided into different
teams. The teams are asked lo determine sates
price, forecast sales, make sales
policies/strategies, device sales control and cost
control methods etc. in given circumstances. All
the teams act as the competitive companies. The
decisions made by competing teams are
evaluated. Management games are designed to be
dose representation of real life situations.
Individual Training Methods
When training programme is directed towards
individual salesman, it is known as Individual
Training. When the aim of training Is to educate
or train a specific person then training is Imparted
at individual level. It is more common at
executive levels. Here cost of training per trainee
is high. Various individual training methods are
discussed below:
(1)On the Job Training: In this type of training,
salesmen are trained while performing their duties
under the guidance of experienced salesmen. Here
newly-appointed salesmen accompany the
experienced salesmen at the time of making sales
call to the prospective customers. In the first
stage, they simply watch the sales call made by
experienced salesmen and afterwards they discuss
the sales call with experienced salesmen and thus
learn by accompanying the experienced salesmen.
In the later stage the trainees perform the sales
call and experienced salesmen watch them,
followed by discussion and appraisal. This
method provides theoretical and practical training
and trainees learn in the actual environment of the
job.
(2) Correspondence Courses. : This method is
suitable for training salesmen who are widely
scattered and their number is large. Printed
training materials are sent by mail to the trainees
working at different places. Trainees read the
study material and thus team through
correspondence. If the trainees find any problem
in understanding the contents of such materials,
clarifications etc are sought through
correspondence.

(3)Job Rotation Training: In this method,
trainees are rotated in different selling
departments such as distribution-deportment,
market research department, publicity department,
packing department, debt-collection department,
sales promotion department, etc. Thus trainees
gain practical knowledge for different types of
selling activities.
(4)Personal discussions : Sometimes sales
problems or doubts are discussed by sates
personnel with their superiors/higher level
executives/colleagues. In this method, sates
personnel get training along with their routine
selling activities. While performing their selling
activities if salesmen feel any problem/doubt, they
clarify it by discussing it with their higher
officials/colleagues. Usually, route plans, sales
call plans, etc. are discussed by the sales
personnel with their superiors.
(5) Training in universities, Colleges: Some
companies make their salesmen join
universities/colleges in evening classes. The fees
for these courses is borne by the company. When
the salesmen join these courses, they come to
know about latest sales techniques. It helps to
increase their skill and abilities.
Advantages of Training the Salesman:
A firm having well-designed training schemes
gains the following advantages:
1. Greater Sales Volume: A scientifically
designed training programme helps to increase the
sales volume.
2. Reduces Cost of Production: Increased selling
helps to reduce cost of production.
3. Early Selling Maturity: Training reduces the
time to be spent by the salesman with each
customer in convincing him about the product.
4. Lowers Supervision Cost: In the case of
untrained salesmen, sales manager and the other
supervisory staff have to pay more visits than
those needed in the case of trained salesmen to
keep a check on their work.
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
43
5. Lowers Turnover of Salesforce: Proper
training makes the salesman well-prepared for the
field work. This results in reduced number of
salesmen leaving their job. This lower rate of
turnover gives the advantage of reduced costs of
recruitment, selection and training of salesmen.
6. Better Customer Relations: A scientifically
trained salesman knows how to deal with a
particular sales situation. He does not oversell,
e.g., he does not sell the wrong quality or type of
goods. The salesman advises the customers in
business also. Therefore, a cordial pleasant
personal relationship with the customer is
established. This makes frequent visits to book
repeat orders possible.
Other Advantages:
(a) Items leaving higher margin of profit can be
more easily sold.
(b) Reduced losses due to bad debts.
(c) Reduces selling cost.
(d) Greater sales volume per call of the salesman.
(e) Reduced number of complaints from
customers.
(f) Reduced number of calls per order.
(g) Better demonstration and sales presentation.
(h) Sale of complete line of products is possible.
(i) The number of salesforce could be kept at the
minimum.
(j) Buyer’s demand for a better knowledge of the
product could be satisfied only by a trained
salesman.
Compensating the Salesmen
The key to optimizing efficiency of a sales
team is to provide them appealing incentives and
rewards, which they consider as a good return on
their efforts. An appropriate reward system is an
integral part of motivation. Reward system
management involves the selection and use of
organizational rewards to direct the behavior of

sales people towards the attainment of
organizational objectives.
Financial Compensation .
Financial compensation rewards are the
compensation given to salespersons in terms of
money as salaries. It may be their weekly
compensation/ monthly compensation/ annual
compensation, commissions and bonuses. The
basic types of financial compensation plans are
1. Straight Salary :
It is the easiest of all remuneration plans and
is the most common method. Under this system,
salesmen are paid a predetermined amount, as a
salary, generally at the end of every month. That
is, a fixed amount of salary is payable to the
salesman, regardless of his sales volume.
Generally, the amount consists of basic salary,
dearness allowance, and other allowances. Other
amounts to meet the business expenses will also
be paid.
This plan is suitable at the following places:
1. Where a new market is to be explored,
2 Where several salesmen have to co-operate for a
sale,
3. Where job needs missionary or educational
effort,
4. Where new salesmen are employed,
5. Where the job needs pre-sale and post-sale
service or the case of complex products,
6. Where the sales cannot be measured
satisfactorily,
7. Where the salesman’s job is just routine order-
taking,
8. Where the salesman works at the sales counter,
9. Where the market, for the products, is seasonal.
Merits of Straight Salary Method:
1. The scheme is simple to understand.
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Advertising and Salesmanship
44
2. It assures a definite guaranteed income to the
salesman.
3. It exposes security and stability of income to
salesman.
4. It helps to develop satisfied and loyal sales
force.
5. It lowers labour turnover.
6. It is a good system when sales are uncertain.
7. When new salesmen are appointed, it is an
effective scheme.
8. Consumers’ needs and desire are better served.
Demerits of Straight Salary Method:
1. It makes no difference between the idle
salesman and active salesman, as all get equal
salary.
2. It does not stimulate the salesmen to work
harder because salary is paid irrespective of sales
volume.
3. As salary is unrelated to effort under this
system, there arises no relation between effort and
reward.
4. It over compensates the inefficient and under
compensates the efficient.
2. Straight Commission :
This method is based on the result, and hence the
productivity i.e., volume of sales made by a
salesman is a basis for remuneration. The
commission is calculated usually as a percentage
on total orders secured i.e., total value of sales.
The rate of commission may be flat or
differential. Differential rates aim at lower
commission up to a standard performance and a
higher rate over and above the standard
performance.
Merits of Straight Commission Method:
1. There is a direct relationship between selling
costs and sales revenues.

2 There is a clear distinction between efficient and
inefficient salesmen.
3. Cost of administration is low.
4. It provides maximum monetary incentive to
salesmen.
6. The scheme works as a great incentive to
efficient salesmen.
7. The plan is simple to understand and easy to
operate.
8. It attracts salesmen of better ability and caliber.
9. Easy control over sales force / Personnel
management problem is the least.
Demerits of Straight Commission Method:
1. There is always uncertainty about the income
and his position is insecure.
2. Salesman may use undesirable methods to
boost sales.
3. The plan is unsuitable during depression or war
periods.
4. Non-selling products / tasks are ignored and
attention is focused only on selling aspect.
3. Combination of Salary and Commission:
The combination of salary and commission plan
takes the advantages of both the methods—
Straight salary method and straight commission
method. This plan is the popular method of
remuneration. Almost all the salesmen are
satisfied with a regular fixed salary, because
people want economic security. In this method, a
salesman gets a salary (fixed component) and a
commission (variable component) on the basis of
sales made.
The system works in the following two patterns:
(a) Salary Pius Commission on Total Sales:
Under this system, a salesman is paid a salary
(pre¬determined) and also a commission on total
sales made by him.
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
45
(b) Salary plus Commission over Certain Quota:
Under this method, a salesman is paid a
pre¬determined fixed amount as salary and a
commission, which is calculated on the amount of
sales over and above the sales quota. In case, the
salesman cannot sell even the quota fixed, he is
entitled only for the salary and there is a no
question of commission.
4. Bonus
Usually, this method becomes operative
alongwith either salary method, or commission
method or a combination of both the methods.
Payment of bonus is made over and above the
amount of salary or salary plus commission for
achieving selling results beyond a certain specific
limit. Different firms adopt different bases for
bonus payment.
5. Profit Sharing
Just like the bonus method, the profit sharing plan
is implemented with other methods of
remuneration. Under this plan, the firm disburses
a portion of their divisible profits amongst its
salesmen. The amount to be disbursed may be
calculated on the basis of overall profits of the
firm or the profits earned on sales in a given sales
territory. It is based on the consideration that the
employers and employees are equally responsible
for the generation of profits by an organisation.
Therefore, the salesmen should get a fair share of
the profits. This method of remuneration is
helpful in stimulating the morale of the sales
force.
6. Fringe Benefits:
This benefit is non-cash incentive, given to
salesmen as a compensation, in addition to salary.
This includes provision for meeting medical
expenses, free medical facilities, free
accommodation, provident fund schemes, pension
benefit, getting company’s product at cost price,
children’s education expenses etc.

7. Travelling Expenses:
Salesmen, in finding the prospective customers,
have to travel extensively. An amount may be
spent by them to meet the customers, and this
must be reimbursed. The trip must be unavoidable
and essential for the business.
Essentials of a Good Remunerative Plan
1. It should be simple to understand.
2. It must be fair to salesmen and the firm.
3. It should be flexible enough to provide scope
for adjustment of changes in business.
4. It should be reviewed periodically in order to
keep it up-to-date.
5. It should provide adequate incentive to ensure
living wages.
6. It should motivate the salesmen to boost
performance.
7. It should ensure a minimum earning to a
salesman.
8. Its monetary benefit should be in proportion to
the objectives to be attained.
9. It should be easy and inexpensive to administer.
10. It should be competitive with the remunerative
plan of rivals.
11. It must have provisions to reward a salesman
whose performance is above average.
12. It should have provision for periodic
increment or promotion from the lower to the
higher grade.
Motivating Salesman
Successful sales managers have three primary
concerns in managing the sales force- attracting
outstanding salespeople, motivating them to work
both effectively and efficiently, and holding on to
good sales people. The primary purpose of
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
46
motivation is to aid salesmen to satisfy their goals
by stimulating them to improve the efficiency of
their work. Motivation can be carried out through
financial and non-financial incentives.
Need for Motivation
Motivation is specially required in sales
management as the nature of job is different from
the usual work that the other members of the
organisation are engaged in:
1. The job has a lot of obstacles for the salesman,
as most of the customers visited don't entertain the
salesmen by giving orders.
2. The salesman has no family life as he is always
enveloped in the market and the traders.
3. He has to face acute competition from
competitive products. There is no fixed hour of
working for a salesman.
4. The activities of a salesman are repetitive and
he gets dissatisfied from repeating his work which
becomes highly monotonous.
5. He is under pressure both from the customer
(wholesaler, retailers and consumers) and his
supervisor, as both want to get the best from the
deal. The salesman is sandwiched between the
two parties.
6. Too much of travelling and keeping away from
home leads to health problems which affects the
salesman in the long run.
7. By working in fields the salesman does not
have contacts with his fellowmen or the members
of the organisation and is posted at very distant
places most of the year. Thus, he does not have
any group relationship and feels alone most of the
time.
8. He does not work to full capacity and does an
average job to remain in the job. This can be
overcome through proper motivation.
9. Most salesmen have a variety of needs
including physiological and social needs and thus
feel that they can't satisfy their needs by
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47

remaining in the sales job which gives them lesser and prizes can also be used to motivate
opportunities to socialise with their kith and kin. employees. Some of the ways to extend
recognition and honour to salesperson include

Tools and Techniques used for Motivating the conferment upon the title of “salesman of the
Salesman month/year”. Congratulation telegrams from

In the past, only financial benefits were members of top management, sales trophies,
used to motivate the sales force. But most of offering membership of social clubs, mention
these techniques failed to meet the physiological in company newsletter, certificate etc. Award
and safety needs satisfaction of the salesmen
ceremonies held in exotic locations like hill
because of the unique aspects of a salesperson’s
job. Therefore in modern days the non-financial stations or five-star hotels, which are
incentives, become an important component of presented through foreign dignitaries or
motivation.
important people in the field, provide
Some of the factors that make a special salesman with the much needed recognition.
mark on sales force motivation are discussed
iii. Meeting between manager and sales force-
below.
These are highly regarded by sales managers in
the motivation of their sales teams. This
Financial Motivators. provides opportunity to managers to meet their

Salary always works as a motivator for the sales force in the field, at head office and at the
salesman. A company can use following ways to sales meetings/conventions. This provides a
provide salary to its salesmen.
number of opportunities for improving
1. Salary : motivation. These meetings allow the sales
2. Commission: manager to understand the personality, needs
3. Combination of Salary and Commission:
4. Bonus and problems of each salesperson.
5. Profit Sharing iv. Clarity of job- Clarity of job and what is
6. Fringe Benefits: expected from the salesperson is a great
motivator. The objectives when duly quantified

Non-financial Motivators and well defined, properly connected and

linked with the reward and recognition serve as
i. Training programme- Most companies offer
source of motivation to the salesperson.
training programmes for their salesmen. These
v. Sales targets or quotas- If a sales target or
programmes enable interaction between
quota is to be effective in motivating a
salesmen of different territories as well as
salesperson, it must be regarded as
provide them with latest developments in the
fair and attainable and yet offer a
field. These training programmes are viewed as
challenge to him. This can be achieved
an indirect benefit by the salesmen.
by allowing the salesman to
ii. Awards, recognitions and prizes- In addition
participate in the setting of sales
to training programmes the award recognitions
quota.

Department of Business Administration. NSS College Rajakumari.


vi. Sales contest- The sales contest is an important
tool to motivate salesperson. The purpose of
the sales contest varies widely. It may
encourage a higher level of sales in general, to
increase the sales of a slow-moving product or
to reward the generation of new customers. It
provides an incentive to show better
performance and secure more satisfactory
results.
vii. Sales conventions and conferences- These are
the devices of group motivation. They provide
opportunities for salesperson to participate,
gain social satisfaction and express their views
on matters directly affecting their work. They
promote team work, dissolve social barriers,
inspire and raise salesperson’s morale. Most of
the companies in India are now-a-days
adopting this method to motivate their sales
force.
viii. Leadership style of the manager- Leadership
style of the manager plays an important role in
motivating the salesperson. Inspirational
leadership, which refers to influence through
referent power. Identification or charismatic
charm is an important tool in the motivational
strategy of the management.
ix. Freedom to work- In order to perform the
onerous duties and responsibilities, the
salesperson must be given a reasonable amount
of freedom and discretion in performing their
job. Discretion and freedom may be
accomplished by allowing salesperson to
develop their own call patterns, more control
over the types of promotional packages that are
offered to their customers etc. Freedom or
autonomy satisfies the psychological needs and
is like power pay (which is a reward), making
Department of Business Administration. NSS College Rajakumari.
Advertising and Salesmanship
48
the job of salesperson more important in the
organization.
x. Opportunity for Promotion : Opportunity for
promotion is a highly valued reward among
salespeople. Among younger salespeople, it is
even more important than higher pay. Since
promotion opportunities are limited, it is
important for recruiters to ensure that only the
most deserving and most suitable salespeople
are given the opportunities, so that they can
make the best of them and contribute to the
overall growth of the company.
xi. Opportunity for Personal Growth :
Opportunities for personal growth mean such
opportunities which expose salespeople to
different situations, decisions and people,
which can help them, grow as a person and add
to their experiences and learning. Opportunities
for personal growth are routinely offered to
salespeople. For example, seminars,
workshops, development programmes etc. on
topics like physical fitness, workplace safety,
personal and financial planning are regularly
organized for the salespeople.
xii. Recognition: Recognition, both formal and
informal is an integral part of most sales force
reward systems. Formal recognition
programmes include public recognition of a
salesperson’s efforts in the presence of peers,
seniors and/or juniors.
The recognition may be awarded to successful
salesmen may be in form of
i. Certificate of appreciation
ii. Symbolic token such as a trophy or an
engraved clock
iii. A piece of jewellery which has a lasting
psychological value.
 Advertising and Salesmanship
49

iv. A high-value prize, like a car, a computer or
an iPod.
v. Discounted Vouchers for some shopping
outlets, restaurants, theatres or travelling trips.
vi. Mention as a ‘Star performer’ on company
bulletin boards or mention in e-newsletter of
the company.
xiii . Company’s Perks: Companies do provide
perks to the members of a successful sales team as
"extras" add up without spending any money. For
examples free use of a company car, subsidized
gym memberships or luxury apartment.
4. Increase in mail orders or orders over
phone without any particular reason.
5. Low ratio of orders to sales calls.
6. Total number of calls very low or very
high.
7. Increasing ratio of selling expenses to total
sales.
These conditions may point towards wrong kind
of supervision as well as to too little supervision.
Sales force supervision and evaluation
help every salesperson achieve his or her full
potential. Supervision and evaluation of sales
force are instruments of achieving sales control.
Its objective is to improve the job performance of
sales personnel.

Supervising Salesman

Management controls sales personnel

through supervision. Regardless of who does the
supervising, the objective is to improve the job
performances of sales personnel. Executives
supervise the sales personnel under them. The
executive with supervisory responsibilities
establishes working relations with sales personnel
for purposes of observing, evaluating, and
reporting on performance; correcting deficiencies;
clarifying duties and responsibilities; providing
motivation; informing sales personnel of changes
in company policies; and helping to solve
business and personal problems.

Clearly, sales supervision is concerned

mainly with the action phase of control- action
aimed at enhancing personnel contributions to the
achievement of objectives.

Situations / Conditions under which

supervision is needed:

Following are some conditions under which sales

force supervision is needed:

1. Excessive sales turnover rate.

2. High turnover of clients/accounts.
3. Increased complaints from customers.

Department of Business Administration. NSS College Rajakumari.