Easy2Siksha Sample Paper
(GNDU) MOST REPEATED (IMPORTANT) QUESTIONS
BBA 5th SEMESTER
ADVERTISING & SALES MANAGEMENT
REPETED QUESTIONS
1. Adversing – Denion, Role, Funcons, Types / Classicaons
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
2. Adversing Media – Types, Role, Cost vs Reach, Eecveness
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
3. Adversing Budget – Steps, Methods, Top-Down Approach
o Frequency: 3 mes
o Years Appeared: 2022, 2023, 2024
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󹺔󹺒󹺓 2025 Smart Predicon Table
(Based on 4-Year Analysis: Frequency + Recentness + Core Syllabus Weight)
Queson Topic
Repeats
Years Appeared
Priority
Level
Adversing – Denion, Role, Funcons,
Types
4
2021, 2022, 2023,
2024
󽇐 Very
High
Adversing Media – Types, Role, Cost vs
Reach
4
2021, 2022, 2023,
2024
󽇐 Very
High
Sales Training Programme – Objecves,
Design, Methods
4
2021, 2022, 2023,
2024
󽇐 Very
High
Priority Criteria
• 󽇐 Very High (100% chance): 4 appearances across all years → guaranteed repeats.
• 󽇐 High: 3 appearances, strong recurrence in recent years.
• 󽇐 Medium: 1–2 appearances, sll important for short notes or sub-parts.
Easy2Siksha Sample Paper
GNDU) MOST REPEATED (IMPORTANT) ANSWER
BBA 5th SEMESTER
ADVERTISING & SALES MANAGEMENT
SOLVED ANSWER PAPER
1. Adversing – Denion, Role, Funcons, Types / Classicaons
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
Ans: 󽆪󽆫󽆬 Advertising – Definition, Role, Functions, Types / Classifications
󷈷󷈸󷈹󷈺󷈻󷈼 A Fresh Beginning
Imagine this: You walk into a busy market. On your left, a shopkeeper is calling loudly,
telling people about his new discount offer. On your right, there’s a huge poster of a soft
drink with a smiling celebrity holding the bottle. A little ahead, a small boy hands you a
colourful pamphlet about an English coaching center.
Now think about this scene for a moment.
The shopkeeper’s voice, the poster, the celebrity, and even the pamphlet – they are all
doing one common job: catching your attention and persuading you to consider a
product or service. This, my friend, is the real magic of Advertising.
Advertising is everywhere around us – from the morning newspaper, radio, and
television to Instagram ads and YouTube promotions. It has become a part of our daily
life, shaping our choices without us even realizing it.
With this lively picture in mind, let’s dive deep into advertising step by step.
󹴞󹴟󹴠󹴡󹶮󹶯󹶰󹶱󹶲 Definition of Advertising
Advertising has been defined in many ways by scholars, but in simple words:
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󷷑󷷒󷷓󷷔 Advertising is a paid, non-personal form of communication through various media
to inform, persuade, and remind people about products, services, or ideas, with the
ultimate goal of influencing their behaviour.
• Paid – It’s not free; companies spend money to advertise.
• Non-personal – Unlike a salesman directly talking to you, advertising reaches
many people at once.
• Communication – It conveys information, emotions, and persuasion.
• Goal – To make people aware, attract attention, and motivate buying.
󹵍󹵉󹵎󹵏󹵐 Diagram: Basic Concept of Advertising
Company/Advertiser → Message (Ad) → Media (TV, Radio, Internet, Print) → Audience
(Consumers)
󷘧󷘨 Role of Advertising
Advertising plays multiple roles, and its importance can be understood by seeing how it
impacts consumers, businesses, and society.
1. Role for Consumers
• Provides information about new products and services.
• Helps in comparing alternatives before making a decision.
• Increases awareness about offers, quality, and brand image.
• Sometimes entertains – who doesn’t enjoy funny ads?
2. Role for Businesses
• Builds brand image and identity.
• Helps in increasing sales and market share.
• Reaches a large audience quickly.
• Differentiates one brand from another.
3. Role for Society
• Creates employment opportunities in the advertising industry.
• Spreads awareness on social issues like cleanliness, road safety, or health.
• Encourages competition, leading to better products.
So, advertising is not just about selling; it’s about connecting people with products and
ideas.
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󽁌󽁍󽁎 Functions of Advertising
Advertising is like a multi-tool – it performs many functions at once. Let’s break them
down:
1. Informing Function
It tells people what is available in the market.
Example: A new smartphone launch ad explaining features like better camera, fast
charging, etc.
2. Persuasive Function
It tries to convince customers that one product is better than others.
Example: Toothpaste ads claiming “Dentists recommend us most.”
3. Reminder Function
It reminds people of a brand even after years.
Example: Coca-Cola ads during every festival season keep reminding people about
celebrations with Coke.
4. Creating Brand Image
Advertising helps in building an emotional connection.
Example: Nike’s slogan “Just Do It” inspires motivation, not just shoe sales.
5. Increasing Sales
Ultimately, the goal of advertising is to boost sales by attracting new customers and
retaining old ones.
6. Supporting Sales Team
Advertising creates awareness so that when a salesperson approaches, customers are
already familiar with the product.
󹵍󹵉󹵎󹵏󹵐 Diagram: Functions of Advertising
Inform → Persuade → Remind → Build Image → Support Sales → Increase Profit
󷬭󷬮󷬯󷬰 Types / Classifications of Advertising
Advertising can be classified in several ways. Let’s understand them step by step.
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1. Based on Target Audience
• Consumer Advertising – Directed at individuals for personal use (e.g., shampoo
ads).
• Industrial Advertising – For companies buying raw materials, machinery, etc.
• Trade Advertising – Aimed at retailers or wholesalers (e.g., distributor schemes).
2. Based on Media Used
• Print Advertising – Newspapers, magazines, pamphlets.
• Broadcast Advertising – Television and radio.
• Outdoor Advertising – Hoardings, posters, banners.
• Digital/Online Advertising – Social media, Google ads, YouTube promotions.
• Transit Advertising – Ads on buses, trains, or metros.
3. Based on Purpose
• Informative Advertising – Used to introduce a new product.
• Persuasive Advertising – To convince people to prefer one product over another.
• Reminder Advertising – Keeps the product alive in the consumer’s mind.
• Comparative Advertising – Directly compares two brands.
4. Based on Geographical Area
• Local Advertising – For a specific town or city.
• National Advertising – Covering the entire country.
• International Advertising – Brands promoting globally (e.g., Apple or
McDonald’s).
5. Based on Timing
• Seasonal Advertising – During festivals, special seasons (e.g., Diwali sales).
• Regular Advertising – Throughout the year (e.g., soaps, toothpaste).
󹵍󹵉󹵎󹵏󹵐 Diagram: Classification of Advertising
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󷇮󷇭 Real-Life Examples of Advertising
• Amul – Its witty hoardings have kept it relevant for decades.
• Apple – Uses minimalist advertising to highlight premium quality.
• Surf Excel – Ads like “Daag Acche Hain” (Stains are good) focus more on emotion
than product.
• Government Campaigns – Ads like “Swachh Bharat Abhiyan” promote social
awareness.
These examples show that advertising is not just business – it is also art, creativity, and
psychology combined.
󹵙󹵚󹵛󹵜 Why Advertising Matters in Modern Times
In today’s world of competition and consumerism, advertising is the backbone of
marketing. With the rise of digital platforms, advertising has become more
personalized.
• Google and Facebook ads target your interests.
• Influencer marketing uses popular social media personalities.
• Ads are no longer just one-way communication; they now involve interaction and
feedback.
Thus, advertising today is smarter, faster, and more engaging than ever.
󷚚󷚜󷚛 Conclusion
To sum it all up:
Advertising is like a bridge – it connects a product to its consumer. It informs,
persuades, reminds, and builds trust. It works for the benefit of businesses, consumers,
and even society at large.
• Without advertising, businesses would struggle to reach people.
• Without advertising, consumers would remain unaware of better choices.
• Without advertising, society would lose a powerful medium for spreading
awareness.
So, advertising is not just about buying and selling; it is about communication,
creativity, and connection.
Easy2Siksha Sample Paper
2. Adversing Media – Types, Role, Cost vs Reach, Eecveness
o Frequency: 4 mes
o Years Appeared: 2021, 2022, 2023, 2024
Ans: Advertising Media – Types, Role, Cost vs Reach, and Effectiveness
󷈷󷈸󷈹󷈺󷈻󷈼 A Fresh Beginning
Imagine you are walking through a busy marketplace on a Sunday evening. The air is
filled with the smell of street food, children are laughing, and shopkeepers are loudly
calling out to customers. Suddenly, your attention is caught by a colorful poster on a
wall showing a new mobile phone. A few steps ahead, a man is distributing flyers with
discounts. As you look up, you notice a large hoarding shining with lights about a new
clothing brand. Later, when you return home, you see an ad for the same mobile phone
on your TV, and the very next day, while scrolling Instagram, the same product appears
again.
This continuous presence of the product in your daily life is advertising media at work.
Different channels—posters, TV, digital platforms—are used to spread one simple
message: “Buy this mobile phone!”
Advertising media is like a bridge between businesses and people. But not all bridges are
the same. Some are wide and expensive, others are narrow but effective. To understand
how businesses decide which media to use, let us dive deeper into the types, roles, cost
vs reach, and effectiveness of advertising media.
󹵙󹵚󹵛󹵜 1. Meaning of Advertising Media
Advertising media refers to the channels or platforms used by advertisers to deliver
promotional messages to their target audience. It is the medium through which
information about products, services, or ideas reaches people.
In simple words:
󷷑󷷒󷷓󷷔 If advertising is the "voice" of business, then advertising media is the "mouthpiece"
through which that voice is heard.
󹵙󹵚󹵛󹵜 2. Types of Advertising Media
Advertising media can be classified into traditional media and modern/digital media.
Each has unique features, costs, and audiences.
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(A) Traditional Media
1. Newspapers
o Oldest and most trusted medium.
o Suitable for local, regional, and national advertising.
o Example: Big Bazaar announcing “Sunday Offers” in a local newspaper.
2. Magazines
o Provide colorful, high-quality print ads.
o Targeted to niche audiences (fashion, sports, business).
o Example: A luxury watch brand in a lifestyle magazine.
3. Radio
o Inexpensive and effective for local reach.
o Works well for audio messages, jingles, and frequent repetition.
o Example: Local FM channels promoting new restaurants.
4. Television
o Combines audio-visual power.
o High reach, impactful, but expensive.
o Example: Coca-Cola ads during cricket matches.
5. Outdoor Media (Billboards, Hoardings, Posters, Banners)
o Visible 24/7 in public spaces.
o Great for creating brand recall.
o Example: IPL team sponsors on stadium billboards.
(B) Modern / Digital Media
1. Social Media Advertising
o Platforms like Facebook, Instagram, Twitter, YouTube.
o Highly targeted, interactive, and cost-efficient.
o Example: Zomato sending Instagram ads to food lovers.
2. Search Engine Ads (Google Ads)
o Appear when people search specific keywords.
o Immediate connection with customer intent.
o Example: Searching “buy sneakers online” shows Nike ads.
3. Email Marketing
o Personalized messages to customers’ inboxes.
o Low cost, but requires good content.
o Example: Flipkart sending festival sale updates.
4. Influencer Marketing
o Collaboration with social media personalities.
o Effective in reaching young audiences.
o Example: A fitness influencer promoting protein supplements.
5. Websites and Mobile Apps
o Direct ads on apps, games, and websites.
o Example: In-app ads while playing PUBG or Candy Crush.
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󹵍󹵉󹵎󹵏󹵐 Diagram – Classification of Advertising Media
󹵙󹵚󹵛󹵜 3. Role of Advertising Media
Advertising media is not just about spreading messages; it plays crucial roles in society
and business:
1. Awareness Creation
o Helps people know about new products.
o Example: Apple iPhone launch ads.
2. Persuasion
o Convinces customers why a product is better.
o Example: Dettol ad comparing itself with ordinary soaps.
3. Reminding
o Keeps old products alive in people’s memory.
o Example: Amul “utterly butterly delicious” campaigns.
4. Educating Customers
o Explains product use, benefits, or social issues.
o Example: Government ads on Swachh Bharat Abhiyan.
5. Building Brand Image
o Advertising is like dressing up a company’s personality.
o Example: Tata as “trustworthy,” Nike as “motivational.”
󹵙󹵚󹵛󹵜 4. Cost vs Reach of Advertising Media
When choosing advertising media, businesses must balance cost (money spent) and
reach (number of people influenced).
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Media
Cost
Reach
Newspaper
Low–Medium
Local to National
Television
Very High
Mass (urban & rural)
Radio
Low
Local/Regional
Outdoor Hoardings
Medium
Wide (city/town)
Social Media
Low–Flexible
Global, Targeted
Search Engine Ads
Medium
Direct, keyword-based
Magazines
Medium–High
Niche readers
Influencer Marketing
Variable
Loyal follower base
󷷑󷷒󷷓󷷔 Rule of Thumb:
• Television = Big reach, high cost.
• Social media = Big reach, low to moderate cost.
• Radio/newspaper = Local reach, budget-friendly.
󹵙󹵚󹵛󹵜 5. Effectiveness of Advertising Media
Effectiveness means how well the chosen medium achieves the goal of influencing
people.
1. Message Delivery – TV and YouTube ads are more impactful than a plain
newspaper line.
2. Target Audience Fit – Social media targets youth, magazines target niche
audiences.
3. Engagement Level – Digital ads allow likes, shares, and comments (interaction).
4. Cost Efficiency – Online ads are measurable and cheaper for startups.
5. Memorability – Outdoor hoardings and catchy jingles stick in the mind.
6. Flexibility – Digital ads can be changed in minutes, but print ads are fixed once
published.
󹵙󹵚󹵛󹵜 6. Real-Life Example to Connect
Suppose a new café opens in Amritsar.
• For local awareness, it uses radio jingles and posters.
• For youth attraction, it uses Instagram reels with influencers.
• For professional crowd, it uses LinkedIn ads about co-working café space.
• For long-term brand recall, it puts up a big hoarding near a college.
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󷷑󷷒󷷓󷷔 Here we see how cost, reach, and effectiveness guide advertising choices.
󹵙󹵚󹵛󹵜 7. Conclusion
Advertising media is like the oxygen of modern business—without it, no brand can
survive in today’s competitive market. From old-fashioned newspapers to advanced
digital tools, every medium has its own power. The secret lies in choosing the right mix
depending on the company’s budget, target audience, and goals.
If TV is like a loudspeaker for the masses, social media is like a whisper in the ear of the
exact person you want. Effective advertising is not just about spending money; it is
about spending wisely on the right media.
3. Adversing Budget – Steps, Methods, Top-Down Approach
o Frequency: 3 mes
o Years Appeared: 2022, 2023, 2024
Ans: 󷈷󷈸󷈹󷈺󷈻󷈼 A Different Beginning
Imagine you are the marketing head of a new startup that has just launched a healthy
snack brand. The product is good, the team is motivated, and you are confident that
people will love it. But there’s a big question on your desk:
󷷑󷷒󷷓󷷔 How much money should we spend on advertising, and how should we spend it?
This is where the concept of Advertising Budget comes in. Without a clear budget,
advertising is like shooting arrows in the dark—you may hit the target, but most likely
you’ll waste resources. With a budget, you not only control your expenses but also
ensure that your advertising strategy matches your company’s goals.
So, let’s slowly walk through this “advertising budget journey” step by step, in a
storytelling yet academic way.
1. Meaning of Advertising Budget
An advertising budget is the total amount of money a business sets aside to spend on
promotional activities within a specific period, usually a year.
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It includes:
• Money for TV ads, radio spots, and digital campaigns.
• Spending on billboards, posters, and social media.
• Even expenses like paying influencers or running discount campaigns.
In short, it is the financial blueprint for spreading your message to the target audience.
Think of it like a household budget. If you don’t plan how much to spend on groceries,
bills, or savings, you may run into problems by the end of the month. Similarly,
businesses plan their advertising budget to avoid overspending or under-promoting.
2. Importance of Advertising Budget
Why is an advertising budget so important? Let’s connect it to our healthy snack startup
example:
1. Prevents Overspending – If you don’t decide the budget in advance, your
excitement about “big advertisements” may lead you to spend too much,
damaging profits.
2. Ensures Focus – A budget forces you to prioritize. Should you run Instagram ads
or print flyers? A set budget helps in making smart choices.
3. Measures Success – By knowing how much was spent, you can check whether
the returns (sales, awareness, market share) were worth it.
4. Aligns with Goals – A budget ensures advertising activities match company goals,
whether brand awareness, increasing sales, or entering a new market.
So, an advertising budget is not just about money—it’s about discipline, direction, and
decision-making.
3. Steps in Preparing an Advertising Budget
Preparing an advertising budget is not random guesswork. It involves a systematic
process that managers follow carefully.
Here are the key steps:
Step 1: Define Objectives
Every budget starts with clear objectives. Do we want:
• To launch a new product?
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• To increase sales by 20%?
• To build brand awareness in a new city?
For our snack brand, suppose the objective is to create awareness among college
students in Punjab.
Step 2: Study the Market
You cannot plan a budget without knowing the market situation. This includes:
• Competitor spending (what rivals are doing).
• Market size (small town vs. metro city).
• Consumer behaviour (where they spend time—Instagram, TV, or streets).
For example, if competitors are heavily investing in social media, your budget must also
give it priority.
Step 3: Estimate Advertising Costs
Here, the finance team checks:
• Cost of making advertisements (shooting videos, designing posters).
• Cost of running ads (TV slots, Facebook ads, newspaper space).
• Miscellaneous costs (discount offers, free samples).
This helps in creating a realistic plan instead of random figures.
Step 4: Select Methods of Budgeting
Different companies use different methods (we will study them in detail later). Some use
a percentage of sales, others check what competitors are spending, while some use a
top-down approach.
Step 5: Allocate Budget Across Media
Once the overall amount is fixed, it must be divided into:
• Traditional media (TV, radio, newspapers).
• Digital media (social media, Google ads, YouTube).
• Outdoor media (banners, posters, billboards).
For our example, most money may go into Instagram and YouTube ads, since students
are the target.
Step 6: Monitor and Review
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Budgeting doesn’t end with planning. It must be monitored regularly. If a campaign isn’t
giving results, funds should be shifted to another channel.
So, the steps can be shown in a diagram:
Objectives → Market Study → Estimate Costs → Choose Method → Allocate Budget →
Monitor & Review
4. Methods of Preparing Advertising Budget
Businesses do not follow a single fixed formula. Over the years, different methods have
been developed to calculate budgets.
Here are the most important ones:
1. Percentage of Sales Method
• The budget is decided as a percentage of past or expected sales.
• Example: If annual sales are ₹50 lakh and the company decides 10% for
advertising, the budget = ₹5 lakh.
• Simple and easy but risky if sales suddenly fall.
2. Competitive Parity Method
• The company checks how much competitors are spending and sets its budget
accordingly.
• Advantage: Keeps you in the competition.
• Disadvantage: Blindly following others may not suit your goals.
3. Objective and Task Method
• The most logical method.
• First, set the objective → identify tasks needed → estimate cost of each task →
add them up.
• Example: To reach 50,000 students, you plan Instagram ads, YouTube
collaborations, and college event sponsorships. The total cost = budget.
4. Affordable Method
• The company spends “whatever it can afford” after covering other expenses.
• Mostly used by small firms.
• Simple, but not strategic.
5. Top-Down Approach (our main focus)
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• Senior management decides the budget first.
• Then, it is divided among departments and campaigns.
• Easy and fast, but sometimes ignores ground realities.
5. Top-Down Approach in Detail
Now let’s dive deeper into the Top-Down Approach.
Meaning
In this method, the budget decision starts at the top level of management (Board of
Directors, CEO, or senior executives). They fix an overall amount that the company can
spend on advertising.
Then, the marketing team is asked to adjust their plans within this fixed amount.
Steps in Top-Down Approach
1. Top management decides budget (based on overall company goals and financial
condition).
2. Allocation to departments (advertising, sales promotion, digital marketing).
3. Execution by teams (departments create campaigns within limits).
4. Monitoring by top management (ensuring no overspending).
Advantages
• Quick decision-making.
• Matches with company’s overall financial strategy.
• Useful for firms with limited resources.
Disadvantages
• Ignores inputs from marketing team (who better understand market reality).
• May result in underfunding or overfunding.
• Can demotivate creative teams if they feel restricted.
󷷑󷷒󷷓󷷔 For our snack brand example, the CEO may say: “We can only spend ₹10 lakh this
year on advertising.” The marketing team now has to adjust campaigns accordingly,
even if they feel ₹15 lakh would be ideal.
6. Comparison of Methods (with Top-Down Focus)
Easy2Siksha Sample Paper
Method
Who Decides
Logic Used
Best For
Weakness
Percentage of
Sales
Finance &
Marketing
% of sales
revenue
Stable firms
Ignores new
opportunities
Competitive
Parity
Marketing
Matches
competitors
Competitive
markets
No uniqueness
Objective &
Task
Marketing
Based on goals
and tasks
Logical firms
Time-consuming
Affordable
Method
Owners/Small
firms
Whatever is
affordable
Small firms
Not strategic
Top-Down
Approach
Senior
Management
Budget fixed at
the top
Centralized
firms
Ignores ground
inputs
7. Humanized Example – A Tale of Two Companies
• Company A uses the Top-Down Approach. The CEO fixes ₹8 lakh for ads. The
marketing team struggles because their campaign needs at least ₹12 lakh. They
compromise and run fewer college events.
• Company B uses the Objective & Task Method. The marketing team explains
why ₹12 lakh is needed (events, social media, influencers). Management
approves after seeing the logic.
Both companies advertise, but Company B achieves better student reach because the
budget matched actual needs.
This shows the practical difference between methods.
8. Conclusion
An advertising budget is like a map that guides businesses in their promotional journey.
Without it, money may be wasted; with it, every rupee can create value.
• The steps of preparing a budget ensure clarity and focus.
• The methods provide different lenses—percentage of sales, competitive parity,
objective-task, affordable method, and the top-down approach.
• The top-down approach is fast and company-driven but sometimes less flexible.
For students, the key is to remember that no method is perfect. Companies often use a
mix—like top-down for overall limits and objective-task for specific campaigns.
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So next time you see an ad on YouTube or a billboard in your city, remember: behind
that creative poster lies hours of budgeting, calculations, and strategic decisions.