Advertising and Sales Management Notes
Subject Overview
Advertising and Sales Management is the second Marketing elective — the rules and techniques of effective advertising alongside how a sales organisation is actually run. You'll cover advertising fundamentals and creative strategy, media planning and scheduling, sales management and personal selling (the AIDAS principle), and close with sales force management and designing sales territories and quotas. This is a 6-credit elective paper across 4 units, complementary to Consumer Behaviour and Services Marketing.
Subject at a glance
4
Units
30
Topics
6
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- Definition
- history and roles of advertising
- types of advertising
- setting advertising objectives
- advertising layout and copy
- creative and message strategies
- measuring advertising effectiveness
- 1Unawareness
- 2Awareness
Knows the brand exists
- 3Comprehension
Understands what it offers
- 4Conviction
Believes it is the best choice
- 5Action
Buys
Study guide
This unit covers advertising: its definition, history, roles and types, setting advertising objectives, layout and copy, creative and message strategies and measuring effectiveness. Analyse one advertisement for its objective, message and appeal.
- The media plan and types of media
- market analysis
- media objectives
- developing and implementing media strategies
- evaluating media effectiveness
- pre- and post-testing
- social
- ethical and legal aspects of advertising
Television
Sight, sound, huge reach
Expensive, cluttered
Detailed, credible
Short life for newspapers
Radio
Cheap, local
Audio only
Outdoor
High repeat exposure
Short messages only
Digital
Precise targeting, measurable
Ad blindness, clutter
Study guide
You study the media plan, types of media, market analysis, media objectives and strategy, evaluating media effectiveness, pre- and post-testing and the social, ethical and legal aspects of advertising. Compare television, print, radio and digital media on reach, cost and targeting.
- Definition
- nature
- scope and importance of sales management
- emerging trends
- role and skills of sales managers
- sales objectives and strategies
- personal selling scope
- the AIDAS principle
- the personal selling process
- 1
Prospecting
Find likely customers
- 2
Pre-approach
Research the prospect
- 3
Approach
First impression
- 4
Presentation
Show benefits (AIDAS)
- 5
Handling objections
- 6
Closing
Ask for the order
- 7
Follow-up
Ensure satisfaction
Study guide
You study sales management: its definition, scope and importance, emerging trends, the role and skills of a sales manager, sales objectives and strategies and personal selling, with the AIDAS principle and the selling process. Learn the steps of the personal selling process in order.
- Meaning and role of the sales force
- sales force objectives and strategy
- sales force size
- financial and non-financial rewards
- compensation
- defining and designing sales territories and quotas
- Sales territory
- A group of customers or area assigned to a salesperson
- Sales quota
- Target set for a salesperson or territory
- Workload method
- Sizes the sales force from calls needed
- Straight salary
- Fixed pay, security
- Straight commission
- Pay linked to sales
- Combination plan
- Salary plus commission or bonus
Study guide
You study sales force management: its role, objectives and strategy, sales force size, rewards, compensation, and designing territories and quotas. Practise a simple quota and territory design exercise.
Why Advertising and Sales Management Matters
Advertising and sales are the visible face of marketing and offer many entry-level roles in brand, media, digital marketing and sales. These skills are valued in startups and large companies alike.
How to Prepare for Advertising and Sales Management
- Collect and analyse real ads each week.
- Learn the AIDA model and apply it to a sales pitch of your own.
- Practise a short sales presentation and ask a friend to give feedback.
Advertising and Sales Management: Frequently Asked Questions
What is the AIDA model?
AIDA stands for Attention, Interest, Desire and Action, the stages a message should move a customer through.
What is a sales quota?
A sales quota is a target of sales a salesperson or territory is expected to achieve in a period.