Difference between Advertising & Selling

This power point presentation will help you to understand the difference between salesmanship and advertising.

1. BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST
GRADUATE COLLEGE, LUCKNOW

2. BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

3. Relationship between Salesmanship and Advertising
•Both the salesmanship of the sales force and advertising or publicity constitutes the
effort for creating demand for the firm’s products or services.
•The efforts must be coordinated to get the best selling results.
•The main function of advertising is, however, at the pre-transactional stage i.e.,
before the transaction takes place. It facilitates the transaction by creating an
awareness of the product or service and communicating some of the benefits.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

4. Thepurchasegenerallyresultswhenthissellingeffortofadvertisingis
augmentedbypersonalselling.Thesalesman’sjob,ontheotherhand,isto
completethetransactionandalsotoperformapost-transactionalfunctionof
ensuringthattheconsumergetsthemaximum benefitoutofhispurchase.
Thishedoesbyafollow-through,asinthecaseofanofficeappliancesalesman
whogoestotheofficeandinstructsthepersonwhoistooperatethemachineon
thecorrectwaytooperateitforbestresults.
Advertisingalso,toacertainextent,performsattimesthispost-transactional
functionbyhelpingcustomersrationalizetheirpurchasedecisions.
Advertisingtriestoinduceapurchaseandevenremindsthecustomerfromtime
totimetomakethepurchase.Itbuildsupanimageforthecompanyandits
product.Thesellingeffortisthereaftercrystallizedbythesalesmanthroughhis
personalsellingeffort.Ifadvertisingiseffective,itreducesresistanceforthe
salesman’seffortandmakeshimeffectuatethesaleinlesstime.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

5. In this way, advertising helps the salesman. The salesman in his
turn can help the company make its advertising more effective by
giving the necessary feedback to the company officials of the
reactions of the consumers and readers to the company’s
advertising.
He can learn the reactions to the advertisement of his customers
and prospects and help gauge the effectiveness of such
advertising.
Thus advertising and personal selling are interdependent and
help one another. They have to be coordinated for maximum
productivity of the marketing effort ultimately resulting in a sale.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

6. •Advertisingcanbedefinedastheactof
drawingtheattentionofthetarget
audience,towardsaproductor
service.Itisanimpersonal,paid
message,deliveredtothegeneral
publicwiththesoleaimofcreating
demandfortheproductandthus
increasingsales.Ithasagreatroleto
playinmarketing,tomakepeople
awareoftheproduct.
•Thesponsorsoftheadvertisement,
havefullcontroloverit.The
advertisingmessageisairedthrough
variouschannelslikeradio,television,
magazines, newspapers, posters,
billboards,websites,blogs,apps,text
messages,socialnetworks,e-mail,etc.
•PersonalSelling,asthenamesignifies,
isapromotionaltool,wherecompanies
usesalesforce,toincreasesalesof
productandservices.
•Underpersonalselling,thereisaface
tofacemeetingbetweentheclientsor
customers and the sales
representative, wherein the
representatives visitcustomers
personally,soastotransactasale,by
offeringandinducingthemtomakea
purchase.PersonalSellinginvolves
developingastrongrelationshipwith
customers,discoveringtheirneedsand
providingthemsuchproducts,which
satisfytheirneeds.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

7. ADVERTISING SALESMANSHIP
Advertising is an impersonal
attempt to persuade people to buy
goods or services.
Salesmanship is a personal attempt to
persuade people to buy goods or
services.
Advertising is concerned with the
establishment of contact with the
people through message.
Salesmanship is concerned with the
establishment of contact with the
people through persons, i.e.,
salesmen/saleswomen.
Advertising is addressed to the
masses.
Salesmanship-talks appeal to specific
individuals.
Through advertising, a large
number of people can be
contacted.
The number of people contacted
through salesmanship is limited.
Advertising saves much time. Salesmanship is a time consuming
process
Advertising, however, appealing it
may be, cannot be very effective.
Salesmanship is quite effective in
convincing and securing action.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

8. ADVERTISING SALESMANSHIP
The success of advertising depends largely
upon the advertising message and the media
chosen for advertisement.
The success of salesmanship depends
upon the qualities of the salesmen.
Advertisement cannot clarify the doubts or
answer objections of the consumers.
Salesmanship can clarify the doubts and
answer the objections of the customers
effectively.
Advertising is preparatory to salesmanship.
In other words, advertising precedes
salesmanship.
Salesmanship follows advertising. It has
been rightly said that salesmanship
begins where advertising ends.
Advertising is not flexible. It will have the
same appeal, whatever may be the attitude
and reaction of the customers.
Salesmanship is flexible, in the sense
that a salesman can adjust his sales talk
according to the attitude of the
customers.
Advertising is extensive, in that it appeals to
the masses without concentrating on
individual customers.
Salesmanship is intensive. It
concentrates on individual customers.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

9. ADVERTISING SALESMANSHIP
Though the ultimate objective of both
advertising and salesmanship is the same,
their immediate objective differs.
Advertising is primarily concerned with creating
an interest in the customers to buy a product.
Salesmanship is concerned with the actual
effecting of sales.
Advertising is a one-way means of
communication.
Salesmanship is a two-way means of
communication.
In the case of advertising, the response from
the prospects (i.e., prospective customers)
cannot be known immediately.
In the case of salesmanship, the response from
the prospects can be known immediately.
In the case of advertising, demonstration of
the product is not possible.
In the case of salesmanship, demonstration of
the product by salesmen is possible.
Advertising is concerned with all persons in
general, regardless of their interest in the
product advertised.
Salesmanship is generally concerned with only
those persons who are supposed to be interested
in the product.
Advertising promotes the art of
craftsmanship, i.e., printing, writing,
photography, editing, music, acting, etc.
Salesmanship promotes the art of speaking.
Advertising is relatively cheap. Salesmanship is costly.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

10. KEY DIFFERENCES BETWEEN ADVERTISING AND PERSONAL
SELLING
The fundamental difference between advertising and personal selling, are as follows:
•Advertising alludes to paid form of communication, which commercializes product or service,
offered by an identified sponsor, to increase sales. On the other hand, a form of promotion,
wherein the sales personnel sells the product to customers, by directly visiting them, is known
as personal selling.
•While advertising is a one-way communication, wherein the message is transmitted to the
customers, personal selling is a two-way communication, wherein the message is transmitted
to customers, as well as feedback is provided simultaneously.
•Advertising is a non-personal form of communication the message reaches the target audience
after it is being aired. On the contrary, personal selling, as the name suggest involves
salesman visit to customer’s place individually, which is a personal form of communication.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

11. •Advertising uses pull strategy, which draws public attention and persuades
them to buy the product. As against, personal selling uses push strategy,
which induces them to buy the product.
•In advertising, the flexibility is missing, as the message is standardized and
cannot be changed according to customers. In contrast, personal selling uses
customized messages.
•Advertising uses mass media, like radio, television, hoardings, the internet,
blogs, apps, newspaper, etc. On the flip side, in personal selling, salesman
delivers the message, personally to the target audience.
•Advertising conveys a message to end number of individual in less time. As
against this, personal selling conveys the message to a few customers only in
relatively high time.
•There is a lack of feedback in advertising, whereas, in personal selling,
feedback is always present.
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

12. BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW

13. REFERENCES
•https://smallbusiness.chron.com/differences-between-sales-advertising-
25769.html
•https://keydifferences.com/difference-between-advertising-and-
personal-selling.html
•https://www.yourarticlelibrary.com/difference/personal-selling-and-
advertising-12-differences/48678
•https://www.google.com/search?q=DIFFERENCE+SELLING+AND+ADVERTIS
ING&rlz=1C1SQJL_enIN913IN913&sxsrf=ALeKk001_CdNyrwAAHZJ5R6N925
FqRmmPw:1603028995921&source=lnms&tbm=isch&sa=X&ved=2ahUKEwi
X4vaupL7sAhUe7HMBHSnzDkgQ_AUoAnoECAkQBA&biw=1366&bih=667#im
grc=nO6HZ14BodPlWM
BY-RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW