Difference between Advertising and Personal Selling

Difference between Advertising and Personal Selling

Difference between Advertising and Personal Selling

Advertising is an uncongenial, paid form of contact used by the marketers for the promotion of goods and services. It is a method of influencing your existing customers as well as your non-existing customers about any exacting product. There are dissimilar modes through which advertisements can be done which are – newspapers, banner, magazine, social media, and others.

On the other hand, personal selling involves direct communication of the seller with possible consumers. It is the procedure of persuading a possible consumer to buy the product. It is designed to be used as a short-term approach to boost sales – it is rarely suitable as a technique of building long-term consumer reliability.

Advertising vs Personal Selling 1

Advertising – It is a means of communication, which calls customer’s awareness towards the product or service, through mass media.

  • Advertising is more useful in marketing to the ultimate consumers who are large in numbers.
  • Advertising is an impersonal form of communication. It is one-way communication. So, it has lacked direct feedback
  • Advertising involves the transmission of standardized messages, i.e., the same message is sent to all the customers in a market segment.
  • Advertising is inflexible as the message can’ t be adjusted to the needs of the buyer. Its activities may result in an instant growth in sales but for the short term only.
  • It reaches masses, i.e., a large number of people can be approached.
  • In advertising, the cost per person reached is very low. And the product value is comparatively low and easy to use.
  • Advertising can cover the market in a short time. It follows Pull strategy
  • Advertising makes use of mass media such as television, radio, newspaper, and magazines. It is a tool used to stimulate sales by employing an incentive element to attract customers.
  • Conveys the message to the end number of individuals in less time.

Personal Selling – It refers to an outline of promotion, wherein the sales representative sells the product to customers, by straight visiting them.

  • Personal selling is more helpful in selling products to the industrial buyers or to intermediaries such as dealers and retailers who are relatively few in numbers.
  • Personal selling is a personal form of communication. It is two-way communication. So, it facilitates direct and instant feedback
  • In personal selling, the sales talk is adjusted keeping view customer’s background and needs.
  • Personal selling is highly flexible. as the message can be adjusted. It can be seen in the long run when there is an increase in sales.
  • Only a limited number of people can be contacted because of time and cost considerations.
  • The cost per person is quite high in the case of personal selling. It is used when the product value is high, and it is difficult to understand.
  • Personal selling efforts take a lot of time to cover the entire market. It follows the Push strategy.
  • Personal selling makes use of sales staff, which has limited reach. It is an element of the promotional mix, where a salesman visits the customer and displays the goods to initiate the purchase.
  • Conveys the message to a few customers only in relatively high time.