ADVERTISING

I) Fill in the blanks

1. Advertising refers to paid form of non-personal presentation and promotion of
ideas, goods and services by an identified sponsor.

2. The word advertising comes from the Latin word advertere.

3. Advertising is an element of Promotion-mix.

4. Idea advertising includes Bank Promotion Campaign as an example.

5. The first newspaper ad was published in France.

6. Bengal Gazette is the first newspaper in india.

7. The first radio ad in USA was aired in 1921 for Queensboro Corporation.

8. Willian Caxton brought out the first ever printed ad in the form of a handbill.

9. Town criers form of advertising appeared in the pre-printing period.

10. B. Dattaram & Co. is the oldest ad agency in India.

11. Marketing mix includes product, price, promotion and Place.

12. Publicity is a non-paid form of non-personal presentation and promotion of ideas,
goods and services.

13. Salesmanship is a form of personal presentation and promotion of ideas, goods
and services.

14. Consumer Behaviour is influenced by Personal factors like age, gender,
education, etc.

15. Motives is an inner drive that motivates a person to act or behave in a certain
manner.

16. In Hard Sell advertising copy, the advertisers highlights the special features of
the products.

17. Marketing is the process of identifying, analysing, and satisfying Customers
requirements.

18. Market Development strategy refers to entry in new markets.

19. Professional marketers are proactive in decision making.

20. Low Involvement products are generally priced higher.

21. Local advertising is also called as retail advertising.

22. Trade advertising is undertaken by manufacturers of consumer goods as well as
industrial goods.

23. Miscellaneous media includes handbills, internet, cinema advertising, etc.

24. Direct action advertising is undertaken to obtain immediate response or action of
target audience.

25. Primary advertising is undertaken by trade association or co-operative groups.

26. Retentive stage is also known as Reminder advertising.

27. Generic advertising is also known as primary advertising.

28. Social advertising is alsio referred to as pro bono advertising.

29. Advocacy advertising is also called as corporate image advertising.

30. Green advertising promotes eco friendly products.

31. False statistics is a form of Unethical advertising.

32. Surrogate advertising is undertaken for products which are restricted from
advertising.

33. Culture is a combination of tangible and intangible aspects of a society.

34. Advertising has Positive and Negative effects on the society.

35. Advertising Standards Council of India ensure truthfulness in ads.

36. ASCI code is applicable to misleading ads on All Media.

II. State whether the following statements are True or False.

1. Advertising is unpaid form of non personal presentation and promotion of ideas,
goods, and services by an identified sponsor _________.

2. Advertising of ideas is not relevant in todays advertising world _________.

3. Advertising does not require creativity _________.

4. Advertising is an element of product mix _________.

5. Advertising and publicity are synonymous _________.

6. Advertising is not applicable to social organisations _________.

7. Sign boards advertising is one of the oldest forms of advertising _________.

8. English language television channels have the highest channel share in India
_________.

9. Marketers design and distribute intangible products like hotel services
_________.

10. Marketing is applicable to business as well as to non-business organisations
_________.

11. Product development refers to various activities relating to introduction of new
products _________.

12. Publicity creates confidence in the minds of the public _________.

13. Brand image is the perception of the brand in the minds of the customers
_________.

14. Consumer advertising is directed towards the industrial buyers that produces
consumer goods _________.

15. Professional advertising influences professional manufacturers _________.

16. Broadcasting media includes the use of newspapers and magazines _________.

17. Advertising during the introductory stage is called as retentive advertising
_________.

18. Comparative advertising refers to advertising of comparative religions
_________.

19. Advertising has a direct effect on production costs _________.

20. Advertising enhances value of the brand in the market _________.

21. Advertising do not advertise during recession _________.

22. Advertising can lead to economies of large scale _________.

23. Advertising helps to promote social welfare through public awareness campaigns
_________.

24. ASCI does not have regulatory powers to ban misleading ads _________.

MANAGEMENT (INTERNAL)

I) 1. Principle of Management
2. Factors of span of control

II) 1. Function of Management
2. Techniques of decision Making

III) Concept
1. Planning
2. Decision making
3. Management
4. Controlling
5. Matrix-org

IV) Concept
1. Management by objectives
2. Technical skills
3. Remuneration
4. Policies
5. Deligation













MANAGEMENT (INTERNAL)


Principle of Management

Fayol was of the opinion that all managers in all
organisation, whether large or small, need to follow the
principles or guidelines in managing business affairs.

The principles are as follow

1.Division of work
2.Authority and responsibility
3.Unity of command
4.Unity of Direction
5.Remuneration
6.Centralisation
7.Scalar chain
8.Equity
9.Stability of tenure (employer should be permanent not
to be temporary period)

Function of management

The important functions of management are briefly
explained as follows :

1. Planning
2. Organising
3. Staffing
4. Decision making
5. Directing
6. Controlling
7. Coordination











Techniques of decision making

The modern techniques of making decisions can be
broadly divided into two groups:

A. Programmed Decisions
1. Game Theory
2. Linear Programming
3. Simulation

B. Non Programmed Decisions
1. Nominal Group Technique
2. Delphi Technique
3. Quality Circles

Factors of span of control

1. Nature of work
2. Experience and capacity of superior
3. Subordinates nature and experience
4. Time devotion to supervision
5. Faith in subordinates
6. Incentives offered
7. Relationship
8. Assistance from personal staff












Concept

1. Planning
Planning is a process of establishing goals and a suitable
course of action for achieving those goals
Analysing the internal environment to identify
strength and weaknesses of the organisation.
Analysing the external environment to identify
opportunities and threats
Setting of clear and realistic goals
Framing alternative plan
Evaluating alternative plans
Selection of the best alternative plans
Review of the plans

2. Decision making

The process of identifying and selecting a course of
action to solve a specific problem

Defining the problem and situation
Framing alternative solutions
Evaluating alternative solutions
Selection of the best alternative solution
Implementation of alternative solution
Review of performance

3. Remuneration

Wages and salaries should be fair. More importantly
wages must be paid on time. Wages depend on
factors, such as cost of living, ability of the company
to pay, prevailing wage rates in the industries etc.

4. Controlling
Controlling is the process of ensuring that actual
activities conform to the planned activities
Setting of standards or targets
Implementation of tasks
Measuring actual performance
Comparing actual performance
Causes of deviations
Corrective measures
Selecting the appropriate corrective measures
Implementation and review of corrective measures.

5. Matrix-org

The matrix organisation uses two or more co-existing
structures. For instance, it can combine project
organisation with functional structure. In this type of
organisation the project managers work in close co-
operation with functional or departmental heads.

6. Policies

Policies are the statements that guide decisions
making. Polices define the boundaries within which
decisions can be made.

7. Management

Management is an art of getting things done through
people

8. Delegation

It is a process by which a manager assigns tasks and
authority to subordinates who accept responsibility for
those jos

























The principles are as follow

9. Division of work

The work in an organisation must be divided among
individuals and departments. Division of work lead to
specialisation . it result in improvement in quality,
increase in quantity, and reduction in costs.
Specialisation also leads to innovation.

10. Authority and responsibility

Authority must be equal to responsibility. If authority is
more than responsibility, a manager may misuse it. And,
if responsibility is more than authority, a manager may
feel frustrated.

11. Unity of command

A subordinate should receive orders from only one
superior. In turn, the subordinate should report only to
one superior. Lack of unity of command creates
confusion and chaos in the organisation.

12. Unity of Direction

Same direction need to be given to all employees doing
similar activities. A particular activity must be directed
with the help of a single plan.

13. Remuneration

Wages and salaries should be fair. More importantly
wages must be paid on time. Wages depend on factors,
such as cost of living, ability of the company to pay,
prevailing wage rates in the industries etc.


14. Centralisation

Centralisation involves decision-making at top level and
decentralisation involves decision-making at lower levels.
He advised that extreme centralisation or
decentralisation is to be avoided. Especially in large
companies.

15. Scalar chain

It refers to the line of command which runs from top
levels to the lowest level in the organisation.

16. Equity

All members of the organisation should be given fair and
just treatment, depending upon the circumstances.
Partiality in transfers, promotions, etc. is to be avoided.













Function of management

The important functions of management are briefly
explained as follows :

8. Planning
9. Organising
10. Staffing
11. Decision making
12. Directing
13. Controlling
14. Coordination

17. Planning
Planning is a process of establishing goals and a suitable
course of action for achieving those goals
Analysing the internal environment to identify
strength and weaknesses of the organisation.
Analysing the external environment to identify
opportunities and threats

18.