Write the meaning of personal selling. State six points of differences between Advertising and Personal Selling.
Answer – Advertising is paid, impersonal presentation and promotion by an identified sponsor. Personal selling uses direct interaction with prospective buyers to explain an offering and persuade purchase.
Basis | Advertising | Personal selling |
Contact | Impersonal mass communication. | Direct personal interaction. |
Audience | Many people at once. | One buyer or a small group at a time. |
Message | Generally standardised. | Adapted to the buyer. |
Feedback | Limited or delayed. | Immediate. |
Flexibility | Relatively low after release. | High during the conversation. |
Cost | Often low per contact, but high total campaign cost. | Usually higher per contact. |
Suitability | Broad awareness for widely marketed products. | Technical, costly or individually tailored offerings. |
The tools can complement each other: advertising creates awareness and salespeople resolve individual questions.