Selling and Advertising

The Selling concept essentially mirrors the thought that consumers will not purchase enough of the company’s products unless large-scale promotional and selling efforts are behind it. Advertising is a powerful communication force and vital marketing tool helping to sell goods, services, images, and ideas through a channel of information and persuasion. It is used to persuade an audience to purchase a product, idea or service. Advertising is a forceful tool in molding people’s attitude and behavior towards products, ideas, and services.

The book is a comprehensive work, with a lucid and systematic presentation for theory questions. Further, all the relevant material is supported by the latest examples of big business houses for quick understanding. This book assumes that the B.Com student after studying this subject from our present book will come out with flying colors.

Selling and Advertising Syllabus For B.Com Semester II of Lucknow University

UNIT-I: Selling: Concept, Nature, and Role in Marketing. Personal Selling: the Evolving face of Personal Selling, Nature and importance of Personal Selling, Characteristics of a successful salesperson, Sales as a career option, Sales training, Consumer psychology and buying motives, difference between the selling of consumer and Industrial Products.

UNIT-II: Selling Process: Prospecting, Pre-approach, Approach, Sales presentation, and demonstration, Handling objections, Closing the sale, After-sale service. Effective selling techniques, the role of relationship marketing in personal selling, tools of selling, motivating and Remunerating Salespersons.

UNIT-III: Advertising: Concept, role, functions, scope and types, Economic, Social, Legal and Ethical aspects of Advertising. Advertising Appeals: Meaning, types and methods, advertising as a persuasive communication process. Advertising Design: Characteristics and basic elements of Advertising copy. Creation, Production, and Planning of Advertisements. Advertising Budget: Types, Components, and process of preparing. Advertising Agency: Functions and Selection of Agency.

UNIT-IV: Advertising as a component of Integrated Marketing Communication, AIDA and DAGMAR model. Advertising Media: Types (Print, Outdoor, Electronic and other), Characteristics, merits and limitations of each media type. Media planning: Selection of media category; their reach, frequency, impact, cost and other factors influencing media choice. Problems in reaching a rural and remote audience. Evaluation of Advertising effectiveness: Importance, difficulties, and methods of measuring advertising effectiveness.

Selling and Advertising Book Contents

Selling

1. Selling (Concept, Nature, and Role in Marketing)
2. Personal Selling
3. Salesmanship (Characteristics of a Successful Sales Person and Sales as a Career Option)
4. Sales Training
5. Consumer Psychology and Buying Motives
6. Selling Process (Prospecting, Pre-Approach, Approach, Sales Presentation, and Demonstration, Handling Objections, Closing the Sale, After Sale Service)
7. Effective Selling Tools and Techniques (Role of Relationship Marketing in Personal Selling)
8. Motivating and Remunerating Salesperson

Advertising

1. Advertising (Meaning, Nature, Objectives, Functions, and Importance)
2. Types of Advertising and Audience Selection
3. Advertisement Budget (Setting of Budget, Determinants and Major Methods)
4. Advertisement Media (Types of Media: its Merits and Demerits)
5. Media Planning (Media Strategies, Factors influencing Media Choice and Media Selection)
6. Media Scheduling (Types, Media Scheduling Strategies, Models, Factors Affecting Media Scheduling)
7. Advertising Appeals
8. Advertising Copy and Elements
9. Advertising Planning
10. Advertisement Communication Process
11. Evaluating Communication and Sales Effects
12. Advertising Effectiveness (Methods, Problems, Importance of Measuring Advertisement Effectiveness, Pre and Post Testing Techniques)
13. Advertising Agency (Role, Types, and Selection of Advertising Agency)
14. Economic, Social, Legal and Ethical Aspects of Advertising
15. Integrated Marketing Communication, AIDA, Dagmar Model