What is Advertising?
Advertising is any paid media communication other than personal communication that is identified as promoting the seller’s goods or services. It involves the act of directing communication to influence the order or purchase of a given product, the use of a certain service or creating interest in a given idea. It is an organizational attempt to send messages to clients & other stakeholders through devices such as TV/Radio, Newspapers, magazines, internet, and social sites. It is an impersonal avenue of advertising because it involves a third party where directly neither the customer nor the advertiser is involved. At the same time, it impacts a large number of individuals.
What is Personal Selling?
Personal selling basically entails two-way communication and uses face-to-face contact to complete the selling process. Under this, sales staff are employed to generate consumers’ awareness and demand and make sales. It plays a vital role in developing the friendly approach with the customers; hence, it upgrades the sale of the business. The main goal of the personal selling is to guide the customer buy with the help of conveying the features and advantages of a product or a service. And answer all the questions or complaints that the customer may have.
For instance, a salesperson that represents a software manufacturing firm may arrange an online appointment with a client to explain the product, as well as, the value of a newly developed software. In the course of the meeting the sales person may clarify some issues that were not previously known by the customer as well as adding more information about the software to convince the customer to have it. These strategies of one on one communication can facilitate the generation of trust between the customer and firm, thus culminating into the desired sale.
Difference between Advertising vs Personal Selling
| Basis | Advertising | Personal Selling |
| Forms of Communication | Uses mass media channels like TV, radio, print, and online platforms to reach a wide audience. | Involves direct interaction between the salesperson and the customer, often face-to-face or via personal communication channels like phone calls. |
| Consistency of Messaging | Ensures uniformity and consistency of message across all platforms, maintaining a cohesive brand image. | Allows for a tailored approach where messages can be adapted based on the customer’s needs and responses, leading to personalized communication. |
| Adaptability | Limited flexibility as advertisements are pre-produced and follow a set script or format. | Highly adaptable, enabling salespeople to adjust their pitch and approach in real-time based on customer feedback and interactions. |
| Audience Reach | Capable of reaching a large, diverse audience across different geographic locations simultaneously. | Focuses on a specific target audience or individual customers, often within a confined geographic area. |
| Expense | High initial costs due to production and media buying, but cost per impression can be low due to the large audience reach. | Lower initial costs, but can be labor-intensive and time-consuming,leading to higher costs per interaction. |
| Timing | Scheduled according to media plans and campaign timelines, often fixed and planned in advance. | Flexible timing, allowing salespeople to schedule meetings and follow-ups based on customer availability and needs. |
| Response Mechanism | Indirect feedback is gathered through market research, surveys, and sales data analysis, often delayed and generalized. | Direct and immediate feedback from customers during interactions, enabling quick adjustments and more precise understanding of customer needs. |
| Objective | Primarily aims to create brand awareness, generate interest, and drive traffic to sales channels. | Focused on closing sales, building customer relationships, and providing personalized solutions to customer needs. |
| Customer Segments | Targets a broad, generalized audience, aiming to appeal to a wide demographic. | Concentrates on specific customer segments, tailoring the approach to meet the unique needs of each individual or group. |
| Communication Channels | Utilizes various mass media channels such as television, radio, newspapers, magazines, billboards, and digital platforms. | Involves direct communication channels including face-to-face meetings, phone calls, video conferences, and personalized emails. |
