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.