Page 4 - Lesson Note 8
P. 4
Difference between Advertising and Personal Selling
Basis Advertising Personal Selling
Form of Advertising is an impersonal form of Personal selling is a personal form of
communi communication communication.
cation
involves Advertising involves transmission of In personal selling, the sales talk is adjusted
standardized messages, i.e., same keeping view customer’s background and needs
message is sent to all the customers in a
market segment.
flexible Advertising is inflexible as the message Personal selling is highly flexible as the message
can’t be adjusted to the needs of the can be adjusted.
buyer.
Reaches It reaches masses, i.e., a large number of Only a limited number of people can be
people can be approached contacted because of time and cost
considerations.
cost In advertising the cost per person reached The cost per person is quite high in the case of
is very low. personal selling.
cover Advertising can cover the market in a Personal selling efforts take a lot of time to
short time cover the entire market
makes Advertising makes use of mass media such Personal selling makes use of sales staff, which
use of television, radio, newspaper, and has limited reach.
magazines.
