Question

Distinguish between advertising and personal selling.

Mention five differences between advertising and personal selling.

Give any four points of difference between advertising and personal selling.

Answer 1

Basis of Difference	Advertising	Personal Selling
Personal v/s Impersonal:	It is an impersonal form of communication where the seller communicates with customers through various mediums such as television, newspapers, etc.	It is a personal form of communication where the seller directly interacts with the potential customers.
Reach:	Advertising has a broader reach as the advertisement reaches a large number of people simultaneously.	It has a narrower reach as only a few people can be contacted directly.
Flexibility:	It is inflexible as advertisements are standardised and cannot be adjusted as per the requirements of different customers.	It is flexible as the seller can adjust the message as per the requirements of different customers.
Target group:	It is more suitable where marketing is to be done to a large number of consumers. For example, advertising is suitable if, marketing is to be done for ultimate customers.	It is more suitable when marketing is to be done for a few selected consumers. For example, if marketing is to be done for intermediaries and retailers, personal selling is more useful.
Cost involved:	As advertising reaches the masses simultaneously, the cost per person is low.	Personal selling is relatively costly.
Time Involved:	Advertising reaches a large number of people simultaneously. Thus, it can cover the entire market in a short time.	As through personal selling, only a few people can be contacted, it takes a lot of time and effort to cover the entire market.
Customer feedback:	Through advertising, feedback and reactions of the customers cannot be judged.	As the seller directly contacts the customers, he gets feedback from the customers and judges their reactions
Medium of communication:	It involves communication through mass media such as television, newspapers, radio, etc.	It is personal communication through sales persons.
Objectives:	The basic objective of advertising is to create the interest of the customers towards the product.	The basic objective of personal selling is to create awareness about the product and induce decision-making.

Answer 2

S.No.	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., the same message is sent.	In personal selling, the sales talk is adjusted keeping view of the 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.
7.	Advertising makes use of mass media such as television, radio, newspapers, and magazines.	Personal selling makes use of sales staff, which has limited reach.