When deciding how to properly use the marketing communications mix to meet your marketing objectives, it is important to consider the relative strengths and weaknesses of each component of the mix. Further, you must always define your total budget first (generally defined in the Marketing and/or Business Plan) and then decide upon the best way to leverage the different elements of the mix to maximize the return on your investment. You will balance the various parts of the mix to not only create an integrated approach to your marketing communications but you must also devote enough resources for each component to be successful. Remember the Chamber, has various marketing tools that can supplement most area of your promotional mix. Show
Here are some things to keep in mind: Advertising Personal Selling Sales Promotion Public
Relations Direct Marketing When deciding upon your unique marketing communications mix, you should also consider the Product Life Cycle. There are various activities that are carried out by companies to inform their potential buyers about the benefits of their products. These are referred to as the promotional mix of the company, and include different tools like advertising, personal selling, public relations, sales promotion, direct marketing and corporate image. In this article, personal selling and sales promotion will be defined in detail, and the differences between the two will be discussed. Personal SellingPersonal selling is the promotional activity carried out by companies or sellers in which they present their product or service to a prospective customer and explain to them the benefits and advantages of it. This is usually carried out by a sales representative whose goal is to persuade the customers to buy their product. Personal selling involves a direct contact between the company’s representative and the potential customer so as to bring about two-way communication between them. The customers are usually shown the product, and its attributes, quality and benefits are explained to them. In addition, the representative responds to the questions of the customers, if they have any, and also informs them about the price and any discounts that may be applicable. The customer gets the opportunity to actually check the product and can determine if it is working as specified and can fulfill their requirements. Personal selling is usually carried out for those products that are of a high value, for example, cars, high-value machinery, electronic items, cosmetics, etc. Sales PromotionSales promotion refers to the use of promotions, offers and incentives in the short term to bring about an increase in sales. It is an instrument used to motivate customers to buy a product. Sales promotion is carried out with the intention of increasing sales in a short duration of time, bringing about greater usage or encouraging customers to try a product. Sales promotion usually provides an incentive to customers for making a purchase. This can be in the form of discounts, loyalty points, vouchers, free gifts, samples, etc. These offers and schemes are valid for a certain time period, and not all throughout the year. This creates a feeling of urgency among the buyers to purchase the product before the offer expires. Companies may carry out sales promotion activities during festivals or on special occasions. Such offers manage to attract customers and bring about increased sales. It also helps companies in clearing off their extra stock. Difference between personal selling and sales promotionThe main points of difference between personal selling and sales promotion are discussed below: 1. MeaningPersonal selling involves an interaction between the buyer and the seller, in which the product features and benefits are explained to the customer directly by the company representative. On the other hand, in sales promotion, a company provides incentives to customers in the short run to purchase a product. This may include discounts, vouchers, buy one get one free offers, and so on. 2. ObjectiveThe objective of personal selling is to make customers aware about a product and to develop an association with them for the long term, which will bring about an eventual increase in sales of the company. In addition, personnel selling also aims to convince customers to try a new product. The objective of sales promotion is to generate higher sales for the company and to clear their stock in a short time period. 3. InteractionIn personal selling, there is direct contact between the buyer and the seller, where the customer is provided information regarding the products. However, there is no direct contact between customers and sellers in sales promotion, which concentrates on the provision of offers and incentives to bring about sales. 4. Target marketPersonal selling is carried out in those markets where there limited number of possible customers, but those who have high purchasing power. On the other hand, sales promotion is carried out where there are a large number of customers; hence, the target market for sales promotion is much greater. 5. Cost incurredA greater cost is incurred in personal selling as it requires a dedicated sales force that needs to be provided adequate training to communicate in an appropriate manner with the customers. On the other hand, sales promotion incurs a lower cost in comparison to personal selling. 6. Tools usedSales promotion relies on offering incentives and discounts to bring about sales, whereas the use of such tools is absent in personal selling. 7. Type of productPersonal selling is used when the value of the product is high, and when the product is complex to use or is made exclusively for certain customers. On the other hand, sales promotion is carried out on standardized products that are of relatively low value and can be used without any problems. Personal selling vs sales promotion – tabular comparisonA tabular comparison of personal selling and sales promotion is given below:
Conclusion – personal selling vs sales promotionThe differences between personal selling and sales promotion are based on the objective they fulfill and the process they adopt. However, despite their distinctions, both of them are effective instruments that are used as part of integrated marketing communications. Companies use these methods as promotional tools to present a message that they have created regarding their products to the target market so as to explain to them the different features and advantages of the product. Their eventual goal is to bring about a greater number of sales. Hence, both the tools are vital for an organization seeking an increase in sales. How advertising is different from sales promotion publicity and personal selling give examples?Advertising is a means of communication, which calls customer's attention towards the product or service, through mass media. Personal selling refers to a form of promotion, wherein the sales representative sells the product to customers, by directly visiting them.
What is the difference between advertising sales promotion and personal selling?The major tool of sales promotion is the incentive schemes and offers, but these tools are not used in case of personal selling. Personal Selling is used when the product value is high, and it is difficult to understand, whereas Sales Promotion the product value is comparatively low and easy to use.
What are the differences between advertising and promotion?Advertising is a one-way communication whose purpose is to inform potential customers about products and services and how to obtain them. Promotion involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix.
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