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GNDU Question Paper-2021
Bachelor of Business Administration
BBA 5
th
Semester
ADVERTISING & SALES MANAGEMENT
Time Allowed: Three Hours Max. Marks: 50
Note: Attempt Five questions in all, selecting at least One question from each section. The
Fifth question may be attempted from any section. All questions carry equal marks.
SECTION-A
1. Define advertising. What are the various types of advertising?
2. Identify the advertising medium which is more effective in terms of cost and reach in
relation to other media available to the marketer. Illustrate your responses with a specific
advertising compaign.
SECTION-B
3. What do we mean by copy writing? Explain the different elements of a copy writing and
layout.
4. Explain the role of various types of media in advertisting.
SECTION-C
5. Explain the recruitment and selecting process of sales person in detail.
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6. Define the following:
(a) Job Specification
(b) Job Description
SECTION-D
7. Explain in detail the objectives and designing a sales training programme.
8. Describe the factor influencing the motivation of sales force giving examples.
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GNDU Answer Paper-2021
Bachelor of Business Administration
BBA 5
th
Semester
ADVERTISING & SALES MANAGEMENT
Time Allowed: Three Hours Max. Marks: 50
Note: Attempt Five questions in all, selecting at least One question from each section. The
Fifth question may be attempted from any section. All questions carry equal marks.
SECTION-A
1. Define advertising. What are the various types of advertising?
Ans: A Walk Through the Market of Ideas
Imagine you are walking through a busy city market on a Sunday evening. The air smells of
fresh popcorn, the colorful shops glitter with lights, and vendors are calling out to attract
buyers. A shopkeeper waves his hand and says, “Bhaiya, try these new shoes—stronger than
leather and lighter than feathers!” On the other side, a young boy is distributing pamphlets
showing the grand opening of a coaching institute. A little further, you notice a giant
billboard with a glamorous model holding a smartphone, smiling as if the phone has made
her life perfect.
Now pause and think: what was common in all these situations?
Each of them was advertising—whether it was the shopkeeper’s loud call, the boy’s
pamphlet, or the billboard’s visual charm.
What is Advertising?
At its heart, advertising is a way of communicating messages to the public with the
purpose of informing, persuading, and reminding them about products, services, or ideas.
It is not just about selling goods—it’s about influencing people’s minds. Advertising is like a
bridge between a business and the customer. Companies produce thousands of products,
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but unless they tell people about them, how will buyers even know they exist? That’s where
advertising steps in, like a loudspeaker for businesses.
In short, advertising can be defined as:
“Any paid form of non-personal presentation and promotion of ideas, goods, or services by
an identified sponsor.”
Here, the key words are:
• Paid – because advertising usually costs money, whether it’s for a TV slot, a social
media ad, or a newspaper column.
• Non-personal – unlike a salesman who talks to you directly, ads reach masses of
people at once.
• Promotion – the main goal is to make you aware, interested, and hopefully
convinced.
• Identified sponsor – the source of the message is clear (like Coca-Cola, Nike, or even
a political party).
Why Advertising Exists
Think about your favorite chips brand. Why do you pick it over others? Maybe because you
saw a fun commercial with catchy music, or perhaps the packet’s design stood out.
Advertising plays with human psychology—it grabs attention, builds trust, and often creates
desires we didn’t even know we had. In a world where dozens of brands compete,
advertising helps businesses survive by carving their own unique image.
Types of Advertising – The Many Faces of Persuasion
Now, let’s dive into the exciting part—the types of advertising. Advertising doesn’t look the
same everywhere; it comes in many shapes and styles depending on the audience, purpose,
and medium. Let’s explore them like characters in a play:
1. Print Advertising – The Old but Gold Hero
Before television or Instagram, the newspaper was king. Print ads are those you see in
newspapers, magazines, brochures, and posters. Even today, a full-page ad in a famous
newspaper can make millions of people aware of a brand overnight.
• Example: A coaching institute giving a half-page newspaper ad before exam season.
• Strength: Trusted and reaches a wide audience.
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• Weakness: Can’t show motion or sound, only words and pictures.
2. Broadcast Advertising – The Star Performer
When radios and televisions became household items, advertising found a new stage. Radio
jingles and TV commercials became unforgettable parts of people’s daily lives.
• Example: A catchy radio song about toothpaste or a 30-second TV ad showing a
family happily drinking a soft drink.
• Strength: Combines sound, visuals, and emotions.
• Weakness: Very expensive.
3. Outdoor Advertising – The Street Artist
Imagine driving on a highway and suddenly spotting a huge hoarding with a new car on it.
Outdoor ads live in public spaces—billboards, banners, wall paintings, vehicle wraps, and
digital screens in metros.
• Example: Political banners during elections.
• Strength: Impossible to ignore when placed in busy locations.
• Weakness: Only gives a short message; people don’t have time to read long text
while walking or driving.
4. Digital Advertising – The Modern Influencer
This is the youngest but fastest-growing type. Social media platforms like Instagram,
YouTube, and Facebook are flooded with ads. Google also shows us ads based on our search
history.
• Example: You search for “best headphones,” and suddenly ads for headphones
follow you everywhere online.
• Strength: Highly targeted—reaches the right people at the right time.
• Weakness: Can feel intrusive or irritating at times.
5. Direct Mail Advertising – The Personal Messenger
Ever checked your email inbox and seen promotional mails saying “Big discount on flights
this week!” That’s direct mail advertising. Earlier, it was through letters and leaflets; today,
it’s mostly through email and SMS.
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• Example: A bank sending you a credit card offer through SMS.
• Strength: Personal and direct.
• Weakness: Often treated as “spam” and ignored.
6. Surrogate Advertising – The Disguised Player
Some products (like alcohol or tobacco) can’t be advertised openly due to government
restrictions. Companies then use “surrogate” ads—where they promote something else
with the same brand name.
• Example: A liquor company promoting “club soda” or “music CDs” instead of alcohol.
• Strength: Keeps brand name alive even under bans.
• Weakness: Sometimes criticized as misleading.
7. Public Service Advertising – The Social Teacher
Not all ads are about selling. Some aim to spread awareness about social issues like health,
education, or environment.
• Example: Government ads on polio vaccination or road safety.
• Strength: Educates people and promotes positive change.
• Weakness: May not always get immediate attention since they don’t “entertain” as
much.
8. Celebrity Endorsement Advertising – The Glamorous Face
When famous personalities promote a product, fans often trust it blindly.
• Example: Virat Kohli advertising an energy drink.
• Strength: Builds instant credibility.
• Weakness: Risky—if the celebrity’s image gets spoiled, so does the brand.
Wrapping It Up – The Story of Advertising
So, advertising is like a storyteller in our lives. Sometimes it sings on the radio, sometimes it
shouts from billboards, sometimes it sneaks into our Instagram feed, and sometimes it
teaches us about social responsibilities. Without advertising, products would be like actors
waiting behind the curtain, never able to perform on stage.
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Every time you pick a brand, hum a jingle, or remember a catchy slogan, you are proof of
advertising’s magic. It informs, entertains, persuades, and sometimes even manipulates—
but there’s no denying that it is the heartbeat of modern business.
2. Identify the advertising medium which is more effective in terms of cost and reach in
relation to other media available to the marketer. Illustrate your responses with a specific
advertising compaign.
Ans: Advertising Mediums: Finding the Best Balance of Cost and Reach
Imagine you are a young entrepreneur who has just opened a bakery in your city. You bake
the most delicious cakes, cookies, and pastries, but there is a challenge—people don’t know
about your bakery yet. You stand inside your shop waiting for customers, but only a few
walk in because they just happen to pass by. Now you realize something important: having a
good product is not enough; people must know about it.
This is where advertising becomes your best friend. But here’s the tricky part—you have
limited money. Should you spend it on TV ads, newspapers, social media, or maybe radio?
Which one will give you the best balance of low cost and maximum reach?
Let’s walk through this puzzle together, just like a story.
The World of Advertising Media
Advertising is like a loudspeaker. It tells people about your product and convinces them why
they should try it. But not all loudspeakers are the same. Some are very expensive but reach
millions (like television), while others are cheaper but may only reach a few thousand (like
local posters).
The major advertising mediums available to marketers today are:
1. Television – Very powerful but costly.
2. Newspapers and Magazines – Good for local areas but not always engaging.
3. Radio – Affordable, but limited to listeners only.
4. Outdoor Media (billboards, banners, posters) – Catches attention but only briefly.
5. Digital Media (social media, YouTube, Google Ads, etc.) – Affordable and massive in
reach.
Now, let’s ask the golden question: Which of these is more effective in terms of cost and
reach?
The Most Effective Medium: Digital Advertising
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If we look carefully, digital advertising—especially on social media platforms like Facebook,
Instagram, and YouTube—comes out as the winner. Why?
• Cost-Effective: You don’t need millions of rupees like you would for a TV ad. Even
with ₹500, a small business can reach thousands of targeted people.
• Massive Reach: More than half of the world’s population uses the internet. In India
itself, there are over 700 million internet users.
• Targeting Ability: Unlike TV or newspapers, digital platforms allow you to choose
your audience—age, gender, location, and even interests. For example, if you sell
sports shoes, you can target only people who follow fitness pages.
• Measurable Results: On digital platforms, you can see how many people saw your
ad, clicked it, or bought your product. Traditional media cannot give this clarity.
In simple words, digital advertising is like using a magnifying glass under the sun. It focuses
all the energy exactly where you want it, without wasting money.
A Real-Life Example: Swiggy’s “Voice of Hunger” Campaign
To make this point clearer, let’s take the story of Swiggy, the famous online food delivery
app.
A few years ago, Swiggy launched a very unique campaign on Instagram called “Voice of
Hunger.” Instead of spending crores on TV ads, they decided to use the power of social
media, where most of their target audience (young smartphone users) spends time.
Here’s how it worked:
• Swiggy asked people to record Instagram voice notes in funny shapes and patterns
to match food items.
• For example, participants had to record long “aaahhh” sounds in the shape of a
kebab or curve their voice into the shape of a samosa.
• This campaign became viral, and millions of people participated just for fun.
Why was it effective?
1. Cost-Effective: Compared to a TV commercial, Swiggy spent far less money, but the
reach was massive.
2. Engagement: Instead of just watching an ad, people participated in it.
3. Targeted Audience: It reached exactly the type of people who already use Instagram
and are likely to order food online.
4. Massive Reach: Within days, the campaign reached millions without traditional
expensive advertising.
This is the power of digital media—it turns audiences into active participants, not just
passive viewers.
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Comparing Digital with Other Media
To understand why digital stands out, let’s quickly compare it with others:
• Television: Great for mass reach, but extremely costly. A single 30-second ad during
prime time can cost lakhs. Small businesses cannot afford this.
• Newspapers: They are cheaper but declining in popularity. Also, you cannot target
your audience precisely—your ad goes to everyone, even those who are not
interested.
• Radio: Affordable and local, but only reaches people listening at that specific time.
Also, people often treat radio ads as background noise.
• Outdoor (hoardings, posters): Good for visibility in a city but limited in scope. A
poster cannot tell a story the way a video or interactive ad can.
Compared to all these, digital advertising is affordable, targeted, measurable, and global.
Why Cost and Reach Matter Together
Think of advertising like planting seeds. If you have limited money, you must choose the soil
carefully where your seeds will grow fastest. Spending a huge sum on TV may feel grand, but
if your customers are on Instagram, then most of that money is wasted.
Cost and reach must go hand in hand. A medium that is cheap but does not reach enough
people is useless. Similarly, a medium that reaches millions but is unaffordable is also
impractical. Digital advertising balances both perfectly.
Conclusion
Coming back to our bakery story: If you, the young entrepreneur, had put your money into
TV or newspapers, you might have quickly run out of budget without many results. But if
you invested even a small amount into Facebook or Instagram ads, suddenly thousands of
people in your city would know about your bakery. They could see pictures of your cakes,
watch videos of your pastries being decorated, and even order directly online.
That’s the beauty of digital advertising—it gives power even to small businesses to stand in
the same spotlight as big brands.
So, in terms of cost and reach, digital advertising is undoubtedly the most effective
medium today. And the example of Swiggy’s “Voice of Hunger” campaign proves how
creative use of this medium can make a brand popular across millions without spending a
fortune.
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SECTION-B
3. What do we mean by copy writing? Explain the different elements of a copy writing and
layout.
Ans: The Story of Copywriting
Imagine you are walking down a busy street filled with shops. Each shopkeeper is trying to
grab your attention. Some are calling out loudly, some are showing colorful banners, and
others are simply standing with a warm smile. Out of so many shops, you stop at one
particular store. Why? Because the banner outside said something like:
“Tired of boring clothes? Step in to look stylish without emptying your wallet!”
That small sentence made you curious, didn’t it? It wasn’t just words – it was a persuasive
message designed to make you stop and walk in. And this art of creating attractive,
persuasive, and goal-driven messages is called copywriting.
So, in simple words:
Copywriting is the art of writing promotional messages that persuade people to take
action – whether it is buying a product, clicking on a link, donating to a cause, or simply
showing interest.
Now, copywriting is not just about fancy words. It’s about choosing the right words for the
right audience at the right time. Just like a chef carefully selects ingredients to cook a
delicious meal, a copywriter selects powerful words to cook up a message that works.
But the question doesn’t stop at “What is copywriting?” – it also asks about the elements of
copywriting and layout. Let’s understand them one by one, like peeling the layers of an
onion, but in a way that doesn’t make you cry.
Elements of Copywriting
Every successful copy has certain building blocks. You can imagine it like a house – without a
strong foundation and structure, the house will collapse. Similarly, copywriting also has a
structure, and each part plays a special role.
1. Headline – The Attention Grabber
Think about newspapers. What’s the first thing you notice? The headline! If the headline is
boring, you won’t bother reading the article.
In copywriting too, the headline is the most important element. It must instantly catch the
reader’s attention and make them curious.
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Example:
• Bad headline: “We Sell Shoes.”
• Good headline: “Walk Comfortably, Run Fearlessly – Shoes Designed for You.”
A strong headline decides whether the audience will read further or ignore your message
completely.
2. Sub-headline – The Supporter
After the headline grabs attention, the sub-headline steps in to give a little more detail. It
supports the main headline and convinces the reader to keep reading.
For example:
• Headline: “Double Your Savings Without Working Overtime.”
• Sub-headline: “Discover smart investment tips that make your money work for you.”
The sub-headline acts like a bridge between curiosity and detailed explanation.
3. Body Copy – The Heart of the Message
This is where the main story is told. The body copy explains what the product/service is, why
it matters, and how it benefits the reader.
A good body copy doesn’t just list features, it highlights benefits.
• Feature: This shampoo contains aloe vera.
• Benefit: Your hair will feel fresh, silky, and dandruff-free.
See the difference? Features talk about the product, but benefits talk about the customer’s
life – and that’s what people care about.
4. Call to Action (CTA) – The Final Push
Imagine watching a movie where the hero keeps preparing for the climax but never fights
the villain. That would be disappointing, right?
Similarly, if copywriting doesn’t tell the audience what to do next, the message is
incomplete.
That’s where CTA comes in.
Examples:
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• “Buy Now”
• “Sign Up Today”
• “Don’t Miss This Offer – Grab Yours Now”
A strong CTA is like a guide showing the exact next step to take.
5. Visual Elements (Images, Graphics, Colors)
Although copywriting is about words, we can’t ignore the power of visuals. An image of a
happy family eating pizza can say more than a thousand words. Colors, fonts, and images all
play a big role in making the copy attractive.
Words + visuals together = a powerful copy that stays in people’s minds.
6. Tone and Style
The way words are presented matters a lot. Copywriting for kids’ toys should sound playful
and fun. Copywriting for a bank should sound trustworthy and professional.
So, the tone of copywriting must match the audience.
Elements of Layout in Copywriting
Now, copy alone is not enough. How those words are arranged, designed, and presented is
equally important. This is called the layout. Layout is like dressing up your words – making
them look appealing and easy to read.
Let’s see the major elements of a good layout:
1. Headline Placement
Usually placed at the top, in bold or larger font, so that it grabs immediate attention.
Without a visible headline, the copy loses its first impression.
2. Visual Balance
Images, graphics, and text should not look messy. A neat, balanced layout helps the reader’s
eyes flow smoothly from headline → sub-headline → body → CTA.
3. White Space
Ever seen a page filled with too much text? It feels suffocating. White space (empty areas)
gives breathing room to the content, making it easier to read.
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4. Typography
Fonts matter! A playful font may work for an ice cream ad, but not for a law firm. The size,
color, and style of fonts affect readability and mood.
5. Consistency
A layout should be consistent – meaning the design, colors, and style should align with the
brand’s identity. If a luxury brand uses too many flashy colors, it might look cheap.
6. Emphasis on Key Points
Bold letters, highlights, or bullet points should be used to stress important parts. For
example, in a sale ad, “50% OFF” must instantly catch the eye.
Why Are Copywriting and Layout So Important?
Without effective copywriting, even the best product may remain unnoticed. And without a
clear layout, even the best message may get lost in confusion. Together, copywriting and
layout work like:
• Copy = the voice of the message.
• Layout = the face of the message.
One attracts the mind, the other attracts the eyes.
Conclusion
So, copywriting isn’t just writing. It’s persuasion in words, a bridge between a product and
its customer. It consists of key elements – headline, sub-headline, body copy, CTA, visuals,
and tone. But for those words to shine, they need a proper layout – with attention to
typography, balance, white space, and consistency.
In short, copywriting is like telling a short story where the hero (the product) meets the
audience (the reader), and the happy ending is when the reader takes action.
4. Explain the role of various types of media in advertising.
Ans: The Role of Various Types of Media in Advertising
Imagine you have just opened a small bakery in your town. Your cakes are soft as clouds,
your bread smells heavenly, and your cookies are loved by everyone who tastes them. But
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here comes the real challenge: how will people know about your bakery if you don’t tell
them? This is where advertising enters the story.
Now, think of advertising as a magical messenger. But this messenger has many different
vehicles to travel in—like TV, radio, newspapers, social media, posters, and so on. Each of
these vehicles is what we call a “medium of advertising.” The choice of medium decides
how your message will reach people, how strong its impact will be, and how many people
will remember it.
Let’s now take a journey together to understand the role of different types of media in
advertising, one by one, just like exploring the different paths of our magical messenger.
1. Print Media – The Classic Storyteller
Long before television or smartphones existed, advertising had already found its stage in
newspapers, magazines, pamphlets, and brochures. Print media is like that wise old
storyteller in the village who shares information with patience and detail.
• Newspapers are powerful because they can reach thousands of homes every
morning. If your bakery puts an ad in the local newspaper saying “Freshly baked
bread every morning – 20% discount this week!”, the whole town might know within
hours.
• Magazines work differently. They are not daily but are more targeted. For example,
a food magazine might carry your advertisement, reaching people who are already
interested in cooking and bakery items.
Role of Print Media:
• Builds trust because printed words feel more authentic.
• Gives detailed descriptions (you can write long texts with offers and product
features).
• Works best for local and targeted reach.
2. Broadcast Media – The Powerful Performer
Then came the era of radio and television, which completely changed the game. Broadcast
media is like a stage performer—capturing attention with sound, visuals, and emotions.
• Radio: Even if people are driving, cooking, or working, they often listen to the radio.
A cheerful jingle about your bakery, “Fresh cakes, happy taste!” might stick in their
minds the whole day.
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• Television: This is the king of emotional connection. When people watch a mouth-
watering cake being cut on TV with happy faces around, it doesn’t just inform
them—it tempts them to buy.
Role of Broadcast Media:
• Creates mass awareness quickly.
• Appeals to both eyes and ears (especially TV).
• Builds strong emotional connections with audiences.
3. Outdoor Media – The Silent Reminder
Now picture this: people walking on the street suddenly see a giant billboard with a picture
of your bakery’s chocolate cake melting with hot syrup. Their mouth waters instantly. This is
the power of outdoor media like billboards, posters, hoardings, banners, and even transit
ads on buses or trains.
Outdoor media is like a silent yet powerful reminder. It doesn’t need people to sit down and
read or watch—it just flashes the message in front of their eyes while they go about their
day.
Role of Outdoor Media:
• Creates visibility in public spaces.
• Works as a constant reminder because people see it daily.
• Best for short, catchy messages (like “Bakery Heaven – Just 2 km ahead”).
4. Digital Media – The New-Age Magician
If print was the wise old storyteller and TV was the powerful performer, then digital media
is the young magician. Why magician? Because it knows exactly who to target, when to
show the ad, and can even talk back to customers.
• Social Media Advertising: Platforms like Instagram, Facebook, and YouTube are
perfect for showing delicious photos and videos of your bakery items. You can target
ads to only people in your city, within your age group, or even those who already
searched for “cakes near me.”
• Search Engine Advertising: When someone types “best bakery near me” on Google,
your ad can appear right at the top.
• Websites and Apps: Pop-up ads or banners on websites people visit also spread
awareness.
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Role of Digital Media:
• Highly targeted and personalized.
• Interactive—customers can comment, share, or even directly order.
• Cost-effective compared to TV or newspapers.
• Tracks results (you can measure how many people saw and clicked your ad).
5. Direct Mail & Telemarketing – The Personal Touch
Sometimes advertising doesn’t shout in the crowd; it whispers in your ear. Direct mail and
telemarketing work in this way.
• Imagine sending small colorful flyers or discount coupons directly to people’s homes
announcing your bakery’s opening.
• Or receiving a polite phone call reminding you about a special festive cake offer.
This method is like personally inviting someone to your bakery—it feels direct and special.
Role of Direct Mail & Telemarketing:
• Creates a personal connection.
• Useful for specific and loyal customers.
• Can include personalized offers and discounts.
6. Cinema & Entertainment Media – The Surprise Element
Another interesting form is cinema advertising. Just before a movie starts, an ad for your
bakery plays on the big screen. The audience, already in a good mood, may remember it
vividly. This form combines the emotional charm of TV with the impact of a large screen.
7. Word-of-Mouth & Influencer Media – The Trust Builder
Finally, let’s not forget the oldest yet most powerful medium: word-of-mouth. When your
customer tastes your cake and tells their friends, it’s advertising too. In the digital age, this
has taken the form of influencer marketing. A local food blogger posting about your bakery
on Instagram is sometimes more powerful than a big billboard.
Role of Word-of-Mouth & Influencers:
• Builds trust faster than any paid ad.
• Works as genuine recommendation.
• Extremely effective in today’s social media culture.
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Conclusion – The Perfect Blend
So, what do we learn from our bakery story? Advertising is not just about choosing one
medium. It’s about creating a perfect blend depending on your audience, budget, and goals.
• Print for trust and detail.
• Broadcast for emotions and mass reach.
• Outdoor for visibility.
• Digital for targeting and interaction.
• Direct mail for personal touch.
• Influencers and word-of-mouth for credibility.
Each medium plays its own role, just like instruments in an orchestra. Alone, they sound
good, but together, they create a powerful symphony that makes people remember, desire,
and finally buy.
Advertising, therefore, is not just about selling a product—it is about telling a story in
different voices through different media. The smarter the choice of media, the louder and
sweeter the story will echo in people’s hearts.
SECTION-C
5. Explain the recruitment and selecting process of sales person in detail.
Ans: Imagine there is a company named BrightMart Pvt. Ltd., which sells home appliances
like refrigerators, washing machines, and air conditioners. The company is doing well, but
the management notices something important – sales are not growing as fast as expected.
The marketing team is promoting products, but customers still need that one key person
who convinces them to buy. That’s where the idea comes: “We need a skilled salesperson!”
This is how the journey of recruitment and selection of a salesperson begins. Let’s now go
step by step as if you are watching this process unfold.
Step 1: Identifying the Need
Every process starts with a reason. The HR manager of BrightMart first discusses with the
sales manager:
• How many salespeople do we already have?
• Why do we need another one?
• What qualities should this new salesperson possess?
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For example, if most sales are happening in big cities, but rural areas are untapped, then the
company may need a salesperson who can travel, connect with rural customers, and build
trust.
This stage is like deciding what kind of superhero the company actually needs.
Step 2: Preparing the Job Description
Once the need is clear, the HR team prepares a job description (JD). A JD is like a detailed
“advertisement” of the job. It includes:
• Job Title → Sales Executive / Sales Representative
• Duties → Meeting customers, explaining product benefits, handling queries, and
closing sales.
• Skills Required → Communication, persuasion, product knowledge, honesty,
patience.
• Location and Work Conditions → Whether the job requires fieldwork, traveling, or
working in an office.
This is like preparing a shopping list before going to the market. Without knowing what you
want, you might end up buying the wrong thing. Similarly, without a proper job description,
the wrong candidates may apply.
Step 3: Recruitment – Finding the Candidates
Now comes the exciting part: recruitment, which means inviting people to apply for the job.
Recruitment can happen in two ways:
1. Internal Recruitment – Sometimes the company looks inside its own walls. Maybe
an employee from customer service is talented and can shift to sales. This is faster
and cheaper.
2. External Recruitment – When talent is not available inside, the company goes out.
They advertise on job portals, newspapers, social media (like LinkedIn), or approach
colleges for fresh graduates.
BrightMart chooses both. They announce internally and also post on LinkedIn. Within a
week, dozens of applications start coming in.
Step 4: Screening Applications
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Now, the HR team sits down with a pile of resumes. Imagine flipping through pages, where
some candidates have rich sales experience, some are freshers, and some don’t fit at all.
The HR team shortlists candidates based on:
• Education and background
• Previous sales experience
• Communication skills (judged from resume & cover letter)
Let’s say out of 100 applications, they shortlist 20 candidates for the next round.
Step 5: Selection – The Real Test Begins
Recruitment was just finding the candidates. Now comes selection, which means choosing
the best among them. This is like filtering milk to remove cream – only the finest part
remains.
The selection process involves multiple stages:
(a) Written/Online Test
Some companies conduct a basic test to check product knowledge, reasoning ability, or
communication skills. For example, BrightMart gives a short test where candidates must
write how they would convince a customer to buy a washing machine.
(b) Group Discussion (GD)
Sales is all about talking and convincing. To test this, candidates are put in a group. A topic is
given – “Why should people buy branded home appliances instead of local ones?” The way
candidates speak, argue politely, and handle pressure shows whether they can face
customers confidently.
(c) Personal Interview
This is the heart of the selection process. The Sales Manager and HR sit together and talk
one-on-one with each candidate. Questions like:
• “How would you sell an AC to a customer who says it’s too expensive?”
• “Have you ever faced rejection? How did you handle it?”
• “Can you meet monthly sales targets?”
Here, qualities like patience, confidence, product knowledge, and persuasion skills are
tested.
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(d) Practical Role Play
Sometimes, companies create a mock selling situation. For example, the interviewer
pretends to be a customer, and the candidate has to sell a refrigerator. This reveals the real
talent of convincing people.
(e) Background Check & References
Before making the final decision, the company checks the candidate’s past job record,
honesty, and credibility. They may call previous employers or verify certificates.
Step 6: Final Selection and Job Offer
After careful evaluation, the best candidate is chosen. The HR prepares an offer letter
mentioning:
• Salary
• Incentives (like commission per sale)
• Work timings
• Training schedule
The selected candidate feels like a winner of a marathon – after so many rounds, they finally
secure the position.
Step 7: Training and Induction
The journey doesn’t end with hiring. A salesperson must be trained properly. BrightMart
organizes a training program where the new salesperson learns:
• Product details (features of washing machines, refrigerators, etc.)
• Sales techniques (how to greet customers, how to close deals)
• Company policies and ethics
This is like giving weapons and guidance to a soldier before sending him to the battlefield.
Step 8: Evaluation and Feedback
Even after joining, the salesperson’s performance is closely monitored. If targets are met,
the company rewards them with bonuses. If not, more training is given.
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The Bigger Picture
The recruitment and selection of a salesperson is not just about filling a vacancy. It is about
finding a person who becomes the face of the company, the one who builds trust with
customers and brings revenue.
Without a good salesperson, even the best product may remain unsold. But with the right
salesperson, even an ordinary product can look special.
Conclusion (like moral of the story)
So, the recruitment and selection process of a salesperson is like a well-planned journey:
1. Identify the need
2. Prepare job description
3. Recruit candidates
4. Screen applications
5. Select through tests, interviews, and role plays
6. Make the final offer
7. Train and evaluate continuously
Just like BrightMart, every company must carefully go through these steps to find that one
gem of a salesperson who can drive sales, satisfy customers, and take the business to new
heights.
6. Define the following:
(a) Job Specification
(b) Job Description
Ans: Imagine you are the owner of a brand-new company. You have just started a café in
your town. The smell of coffee spreads around the streets, and customers are eager to try
your special dishes. But soon you realize—you cannot manage everything alone. You need
staff: someone to make coffee, someone to manage accounts, someone to serve customers.
Now here’s the problem: How do you know what kind of person you should hire?
You can’t just say, “I need people.” That’s too vague. You need to tell applicants:
1. What exactly they will do in the café?
2. What kind of qualities, skills, or qualifications they must have to do that job properly?
And this is where two important concepts from the world of management and HR (Human
Resource Management) come into play—Job Description and Job Specification.
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Let’s carefully walk through both, like we’re writing the hiring guide for your café.
(a) Job Description – “The Story of the Work Itself”
Think of a job description as the “script” of a movie. If a person is going to act in a film, they
must know:
• What their role is
• What lines they have to speak
• What actions they must perform
• Who they will interact with
In the same way, a job description explains everything about the role itself, not about the
person yet. It answers the question: What does this job involve?
In your café, let’s say you want to hire a Barista. Before advertising the job, you sit down
and write:
• Job Title: Barista
• Duties: Prepare coffee, maintain cleanliness of coffee machines, serve customers
politely, handle cash register when required.
• Responsibilities: Ensure customers are satisfied, maintain stock of coffee beans and
milk, follow hygiene standards.
• Working Conditions: Standing for long hours, working in a busy environment,
sometimes handling customer complaints.
This written document is your Job Description.
So, in simple words, a job description is like a blueprint of the job itself. It clearly tells
anyone reading it: “This is what the job is all about.”
(b) Job Specification – “The Story of the Person Who Fits the Role”
Now comes the second part. A movie script is not enough; you also need to choose the right
actor for the role. Can you imagine asking a 10-year-old child to play the role of a café
barista? Or hiring someone who has never seen a coffee machine in their life? That would
create chaos!
This is why you need Job Specification. It is the list of qualities, qualifications, and
characteristics that the person should have to perform the job successfully.
For the same café barista, the Job Specification might look like this:
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• Education: At least a high school diploma.
• Skills: Knowledge of brewing coffee, good communication, ability to work under
pressure.
• Experience: 1–2 years of experience in a café or restaurant preferred.
• Personal Traits: Friendly personality, patience, good memory, physical stamina.
So, in simple words, job specification describes the person required for the job. It
answers the question: “What kind of person should be hired for this role?”
How Job Description and Job Specification Work Together
If you only have a job description, you know the tasks, but not who can do them well. If you
only have a job specification, you know the type of person, but not what they will actually
do.
It’s like having:
• A car (job description) but no driver (job specification).
• Or a driver (job specification) but no car (job description).
Neither is useful alone. But when you put them together, the recruitment process becomes
smooth and systematic.
An Easy Comparison (Table Format)
Aspect
Job Description
Job Specification
Meaning
Statement of duties and
responsibilities of a job
Statement of qualities required from the
person
Focus
Focuses on the job
Focuses on the person
Purpose
To explain what the job involves
To explain who is suitable for the job
Example
(Barista)
Prepares coffee, serves
customers, manages stock
Should have café experience, good
communication skills, patience
Why These Concepts Are Important
Let’s think beyond the café. Large companies like Google, Infosys, or Tata hire thousands of
employees every year. Without clear Job Descriptions and Job Specifications, imagine the
confusion:
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• Applicants won’t know what job they’re applying for.
• Employers might hire the wrong person.
• Employees may feel frustrated if their actual work is different from what they
expected.
That’s why HR departments carefully prepare these two documents before announcing
vacancies.
A Little Story to Make It Stick
Once upon a time, a company wanted to hire a “Manager.” They simply put an
advertisement:
Wanted: Manager. Apply now.
Within a week, they got hundreds of applications—some from restaurant managers, some
from hotel managers, even some from football team managers! Why? Because they didn’t
explain what kind of manager they needed.
Then they realized their mistake. They rewrote the ad like this:
• Job Description: Manager needed for Finance Department. Responsibilities include
supervising accountants, preparing financial reports, ensuring tax compliance, etc.
• Job Specification: Candidate must have a degree in finance or accounting, 5 years of
experience in financial management, strong analytical skills, and leadership qualities.
This time, the applications they received were far more relevant. Finally, they found the
perfect manager.
Moral of the story? A clear Job Description and Job Specification save time, reduce
confusion, and help companies and employees both.
SECTION-D
7. Explain in detail the objectives and designing a sales training programme.
Ans: Objectives and Designing a Sales Training Programme
Imagine you walk into a showroom to buy a new mobile phone. Two salespeople greet you.
The first one looks nervous, stumbles over product details, and simply says, “Sir, this is a
good phone, you can buy it.” The second one confidently explains the features in simple
language, compares it with other models, listens carefully to your needs, and finally
convinces you to purchase the phone.
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Who do you think is more effective? Obviously, the second salesperson. But why? The
difference is training. Salespeople are not born experts—they are shaped, polished, and
prepared through proper sales training programmes.
So, to truly understand this topic, let’s first break it into two parts:
1. The Objectives of Sales Training – why organizations invest in training salespeople.
2. The Design of a Sales Training Programme – how such a programme is structured
step by step.
Part I: Objectives of Sales Training
The objectives are like the destination of a journey. Unless we know where we want to go,
the training will feel meaningless. Sales training aims to transform an ordinary person into a
skilled salesperson who can sell not just products, but also experiences, trust, and
relationships. Let’s explore the major objectives one by one, like chapters in a story.
1. Building Product Knowledge
The first objective is to ensure salespeople know their product inside out. Imagine trying to
sell a laptop without even knowing its RAM or processor. A well-trained salesperson must
be like a walking encyclopedia of the product—ready to answer every question a customer
might ask.
2. Developing Selling Skills
Knowledge alone isn’t enough. A customer doesn’t buy only because the product is good;
they buy because the salesperson presents it well. Sales training therefore focuses on
teaching communication skills, negotiation techniques, presentation styles, and closing
strategies. It’s like teaching a cricket player not just the rules but also how to bat and bowl
effectively.
3. Understanding Customer Behavior
One of the biggest objectives is to help salespeople step into the customer’s shoes. Training
makes them sensitive to customer needs, psychology, and buying motives. A customer who
comes in “just to look” might walk out with a purchase if the salesperson has been trained
to recognize subtle buying signals.
4. Improving Confidence and Motivation
A shy, low-confidence salesperson will rarely achieve targets. Training programmes aim to
boost confidence through role plays, mock pitches, and motivational exercises. When
salespeople feel motivated, they radiate energy, and customers naturally trust them.
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5. Increasing Sales Performance
At the end of the day, organizations want numbers. Sales training sharpens efficiency so
that every salesperson can handle more customers, reduce rejection, and convert more
leads into successful deals.
6. Ensuring Consistency
Without training, every salesperson might follow their own style—some polite, some pushy,
some confused. Training creates a consistent standard of behavior and selling technique, so
customers everywhere get the same level of experience.
7. Preparing for Market Changes
Markets keep changing—new products launch, competitors arrive, customer expectations
rise. Training keeps salespeople updated, flexible, and ready to adapt to new trends,
ensuring they don’t become outdated.
In short, the objectives of sales training are not just about teaching how to sell a product;
they are about building confidence, improving communication, understanding customers,
and ensuring organizational growth.
Part II: Designing a Sales Training Programme
If objectives are the destination, then designing the programme is like planning the road
trip. A poorly designed training programme is like a car without fuel—it goes nowhere. So,
organizations carefully design training step by step. Let’s go through this process as if we are
planning a journey.
Step 1: Identifying Training Needs
The journey begins by asking: “What do our salespeople lack?” For example, maybe they
have good product knowledge but poor closing techniques, or maybe they are weak in
handling objections. Surveys, performance reviews, and customer feedback are often used
to identify these gaps.
Step 2: Setting Training Objectives
Once needs are clear, the objectives are finalized. Suppose the company finds that
salespeople are failing to upsell or cross-sell. Then, the training objective becomes: “Equip
sales staff with upselling techniques to increase revenue per customer.”
Step 3: Deciding Training Content
This is like packing the suitcase for our journey. The content may include:
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• Product features and benefits.
• Market and competitor knowledge.
• Customer handling techniques.
• Sales process (prospecting, presentation, closing).
• Handling objections and complaints.
• Ethics and company policies.
Step 4: Choosing Training Methods
Now comes the exciting part: How will training be delivered? Some common methods are:
• Lectures and Presentations – useful for product knowledge.
• Role Plays – help practice real selling situations.
• Case Studies – teach problem-solving.
• On-the-Job Training – where new salespeople learn by shadowing seniors.
• Workshops and Group Discussions – improve teamwork and communication.
The method is chosen depending on the nature of the product and the skill level of sales
staff.
Step 5: Selecting the Trainer
A training programme is only as good as its trainer. This person may be an internal senior
manager or an external sales expert. A good trainer doesn’t just lecture; they inspire,
engage, and challenge salespeople to think differently.
Step 6: Organizing Logistics
This step ensures smooth execution—fixing the schedule, choosing the venue, preparing
training materials, arranging technology, and making sure sales staff are available without
disturbing business too much.
Step 7: Conducting the Training
Finally, the programme is delivered. Trainers use stories, examples, and activities to make
the learning engaging. Participants are encouraged to ask questions, practice through role-
plays, and share their real-life challenges.
Step 8: Evaluating the Training
The journey doesn’t end when the training session ends. Organizations must ask: “Did it
actually work?” This is measured by:
• Testing salespeople’s knowledge after training.
• Observing changes in sales behavior.
• Tracking sales performance before and after training.
• Collecting feedback from customers.
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If sales and customer satisfaction rise, the programme is a success. If not, adjustments are
made.
Conclusion
Sales training is like sharpening a sword before battle. Without it, even the most talented
salesperson may struggle. The objectives ensure that training has a clear purpose—
developing product knowledge, improving communication, boosting confidence, and
increasing sales performance. The designing process makes sure training is systematic, from
identifying needs to evaluating results.
In short, a sales training programme is not just about learning how to sell—it is about
building professionals who can connect with customers, represent the organization with
confidence, and drive business growth.
If the showroom story at the beginning is recalled, the difference between an average and
an excellent salesperson is not luck—it is the power of structured training. And that is why
sales training programmes are considered the backbone of every successful organization.
8. Describe the factor influencing the motivation of sales force giving examples.
Ans: Scene: The Race for the Golden Trophy
It’s April, and Galaxy Appliances Ltd. has gathered its entire sales team from across India in a
grand resort in Goa. On stage, the Managing Director unveils a Golden Trophy for “Best
Sales Performer of the Year” — along with a promise of an all-expenses-paid trip to Europe
for the winner.
You can almost feel the electric buzz in the room. Some reps are already calculating their
monthly targets, others are texting their regional managers about new strategies. This is
motivation in action — that invisible spark that pushes people to stretch beyond their
comfort zones.
And just like these salespeople, every sales force is driven by certain factors that influence
how hard they work, how creatively they sell, and how long they stay with the company.
Let’s walk through these factors as if we’re watching our sales team get ready for the big
race.
1. Financial Incentives – The Fuel in the Engine
Nothing lights a fire quite like the promise of more income. Salespeople often have part of
their pay linked to performance:
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• Commissions: Earning a percentage of each sale.
• Bonuses: Rewards for hitting targets.
• Contests and Prizes: Like our Golden Trophy and Europe trip.
Example: In Galaxy Appliances, Rohit knows that every extra washing machine he sells
pushes his commission higher. That direct link between effort and earnings makes him
chase leads harder and close deals faster.
Why it works: Salespeople are often competitive and target-driven — knowing that more
sales = more money is a powerful motivator.
2. Recognition and Status – The Spotlight Effect
Not everyone is only driven by money. Some crave the pride of standing out and being
recognised. Public appreciation can be a massive morale booster.
• Awards at company events.
• Leaderboards showing top performers.
• Featuring achievers in the company newsletter or on social media.
Example: At the Goa meet, Meera wins “Best Customer Feedback Score” and gets a
standing ovation. Even though the prize is a certificate, the applause fuels her desire to keep
exceeding expectations.
Why it works: Recognition taps into self-esteem needs — people feel valued, respected, and
part of something bigger.
3. Opportunities for Growth – The Long Game
Top performers want to see a path forward. If a salesperson believes their career can grow
in the organisation, they’ll work harder to prove themselves.
• Promotions into senior sales or managerial roles.
• Access to leadership training and advanced courses.
Example: Arjun, a junior sales associate, knows that hitting his targets consistently could
land him the role of Zonal Sales Manager within two years. That long-term vision motivates
his daily hustle.
4. Job Security – The Safety Net
In uncertain markets, knowing your job is stable can be more motivating than big bonuses.
People work harder when they feel the company will stand by them during tough times.
Example: During an industry slowdown, Galaxy Appliances reassures its sales team that no
layoffs will occur and instead offers extra product training. This loyalty makes the team push
harder to keep sales strong.
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5. Quality of Leadership – The Captain Matters
A supportive, inspiring sales manager can make all the difference.
• Clear guidance and realistic targets.
• Regular feedback and coaching.
• Standing up for the team with upper management.
Example: Ravi, the Regional Sales Manager, joins his team on difficult client visits, helping
close big deals. His hands-on approach makes his reps more confident and committed.
6. Work Environment – The Playing Field
This includes the culture, tools, and conditions the company provides.
• Positive, collaborative atmosphere.
• Access to CRM software, demo kits, marketing materials.
• Realistic territories and manageable workloads.
Example: A rep selling Galaxy fridges is more motivated when they have sleek brochures,
quick sample deliveries, and a responsive after-sales team — because these make closing
deals smoother.
7. Product Pride – Belief in What You Sell
It’s hard to push something you don’t believe in. When salespeople are proud of the quality,
value, and purpose of their product, they naturally sell with enthusiasm.
Example: Sanya knows Galaxy’s new eco-friendly AC genuinely saves electricity bills. Her
genuine excitement convinces customers faster than any scripted pitch.
8. Peer Influence – The Healthy Rivalry
When you see your colleagues hitting impressive numbers, it can light a spark in you too.
• Internal sales competitions.
• Sharing best practices in team meetings.
Example: In the Goa event, the North Zone proudly announces they’ve beaten their target
by 20%. Instantly, the South Zone team starts strategising to top that next quarter.
Bringing it Back to the Golden Trophy
By the end of the financial year, it’s not just one factor that decides the winner. Rohit was
driven by commission, Meera by recognition, Arjun by career growth, Sanya by product
pride, and the entire team by peer competition.
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The truth is, sales force motivation is multi-layered — some factors appeal to the wallet,
others to the heart, and still others to the long-term ambitions of the person.
“This paper has been carefully prepared for educational purposes. If you notice any mistakes or
have suggestions, feel free to share your feedback.”
