Question

Distinguish between advertising and personal selling on any five basis.

Answer 1

Difference between advertising and personal selling

$\begin{array}{ccc}\text{Basis}& \text{Advertising}& \text{Personal selling}\\ \text{Form}& \text{It is an impersonal form of communication}.& \text{It is a personal form of communication}.\\ \text{Reach}& \text{It reaches masses, i.e. a large number of people}& \text{Only a limited number of people can be contacted}.\\ & \text{can be approached at the same time}.& \\ \text{Cost}& \text{In advertising, the cost per}& \text{In this case, the cost per person is very high}.\\ & \text{person of reaching is very low}.& \\ \text{Medium}& \text{It makes use of mass media such as}& \text{It makes use of salesperson to}\\ & \text{TV, radio, newspaper, etc}.& \text{contact the prospective buyer.}\\ \text{Flexibility}& \text{It is inflexible as the message delivered}& \text{It is flexible as the sales presentation}\\ & \text{cannot be adjusted to the buyer's need}.& \text{can be adjusted to fit customer's needs.}\\ \text{Time}& \text{It can cover wide market in short time}.& \text{It takes a lot of time to cover the entire market}\\ \text{Type of message}& \text{Message of the advertiser}& \text{Message of the salesman is adjusted}\\ & \text{is standardised}.& \text{according to the customer's needs}.\\ \text{Feedback}& \text{It lacks direct feedback from the customers}.& \text{It provides direct and immediate feedback}\\ & & \text{from the customers}.\\ \text{Role}& \text{It helps in creating interest of consumer}& \text{It helps in the process of}\\ & \text{in the firm's product}.& \text{decision-making by a consumer}.\\ \text{Utility}& \text{It is useful to ultimate consumers}& \text{It is more useful to intermediaries like}\\ & \text{by creating awareness about products}.& \text{traders and retailers}.\end{array}$