Discuss
the points which make sales promotion distance with that of Advertising & personal selling
Sales promotion can be
differentiated from advertising in the following ways:-
1. New media activity:- Sales
promotions a non-media or below the line activity & advertising is the
media related activity.
2. Limited time period:-Advertising
is for long term effect & is for longer periods, whereas sales promotion is
for a limited time period only.
3. Easy evaluation:-The impact of
sales promotion can be easily measured in comparison to advertising.
4. Faces on immediate purchase:-
Advertising is designed to have awareness , interest & preference building
effects over a long run. Sales promotion simulates quick & immediate
purchase or sales promotion offers a reason to buy now.
5. Creating action:-Advertisement
builds long term brand awareness & sales promotion is used for creating
action. Distinction of sales promotion & personal selling.
1. Role:- Sales promotion helps to
increase the effectiveness of personal selling & personal selling creates
desire for a Product/ Service thereby effecting sales .
2. Motivation:-Sales promotion
provides physical motivation to customers personal selling provides physical
and emotional motivation to customers
3. Personal presence:-Personal
presence of salesmen is not necessary in sales promotion whereas in personal
selling salesmen is required for selling.
4. Media:-Sales promotion can be
presented through any media like vocal, written or audio visual personal
selling it can be presented through vocal media only.
5. Commentary function:- Sales
promotion is complimentary to personal selling whereas personal selling does
not complement to the sales promotion program.
6. Continuity:- Sales promotion is
not used as a securing activity whereas personal selling is a routure activity
which regularly operates.
7. Orientation:- Sales promotion is
oriented largely towards the firms or its Product/ Service , personal selling
in customer oriented.
8. Object:-The objective of sales
promotion is to feel a gap between advertising & personal selling & the
objective of personal selling is to solve the problems of customers & to
get more sales