Question

'Advertising' and 'Personal Selling' both are communication tools used by the marketers to promote their products. Yet they differ in their approach. Differentiate between the two by giving any six differences.

Answer 1

	Advertising	Personal Selling
1	Advertising is an impersonal form of communication.	Personal selling is a personal form of communication.
2	Advertising involves transmission of standardised messages, i.e., same message is sent to all the customers in a market segment.	In personal selling, the sales talk is adjusted keeping view customer’s background and needs.
3	Advertising is inflexible as the message can’ t be adjusted to the needs of the buyer.	Personal selling is highly flexible. as the message can be adjusted.
4	It reaches masses, i.e., a large number of people can be approached.	Only a limited number of people can be contacted because of time and cost considerations.
5	In advertising the cost per person reached is very low.	The cost per person is quite high in the case of personal selling.
6	Advertising can cover the market in a short time.	Personal selling efforts take a lot of time to cover the entire market.