diffrence between selling & advertising
TRANSCRIPT
SEMINAR OFBASIC MARKETING
Submitted byVinayak GuptaB.Com (hons)
DIFFRENCE BETWEEN ADVERISING & SELLING
WHAT IS ADVERTISING ?
“Advertising is any paid form of non-personal presentation and promotion of goods, services, or ideas by an identified sponsor.”
PHILIP KOTLER
OBJECTIVES
Sales objectives
Aiding sales force
Competition-related
objectives
Brand loyalty and reputation-
related objectives
WHAT IS SELLING ?
Selling is first and foremost a transaction between the seller and the prospective buyer or buyers (the target market) where money (or something considered to have monetary value) is exchanged for goods or services.
SELLING V/S
ADVERTISING
SELLING• Two-way, from seller to
buyer and buyer to seller, communication.
• It is more flexible. Salesman finds it easy to adjust with situation. He can alter his presentation as per situation.
• Per contact cost is considerably high.
ADVERTISING
• One-way, from seller to buyer, communication.
• It is less flexible. Once advertising programme prepared and implemented, there is less chance to alter or adjust it.
• Per contact cost is extremely low.
SELLING• It is a slow process. At a
time, one salesman can talk to one or limited people.
• Comparatively more information can be communicated.
• Maximum. Clarification is possible. On the spot, matter is clarified. It is more effective.
ADVERTISING• It is a fast method. Millions
of people can be conveyed the advertising message by using mass media.
• Limited information can be communicated.
• Minimum. Clarification is not possible. It is less effective
SELLING
• It is suitable for almost all the consumer products.
• It is both promotional and distribution device.
• Immediate and direct feedback can be measured. Salesman can know the buying intention of buyers.
ADVERTISING
• Mostly, it is suitable for non-technical products.
• It is a promotional device.
• Immediate feedback cannot be measured. Even, net impact cannot be known.
• It is not controllable. Salesman can present his talk and product as per his skills, knowledge and experience.
• Creativity depends on ability of individual salesman. Comparatively, it more influential.
• Company has complete control over it. Advertisement takes place as per company’s plan.
• It permits maximum creativity in preparing theme, message and spots. It is comparatively less influential.