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Difference between Advertising and Personal Selling

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Advertising and Personal Selling are two major elements of Promotion Mix that helps a marketer in communicating with the customers.

What is Advertising?

Any paid form of non-personal presentation and promotion of goods and services by an identified sponsor is known as Advertising. It is one of the most common tools of promotion. Information regarding benefits, price, features, etc., of products and services, is provided with the help of advertising. It is an impersonal method of promotion because there is no direct contact between the customer and the advertiser. It targets a large number of people at a time.

According to Philip Kotler,  “Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor”.

What is Personal Selling?

The process of informing customers and persuading them to purchase the products through personal communication is known as Personal Selling. Two-way communication and face-to-face contact are involved in the case of personal selling. Under this, sales staff are used to create product awareness and preferences and sell products. It helps in building personal rapport with the customers, which increases the sales of the business.

According to Philip Kotler, “Personal selling is a type of personal or local presentation by the firm’s sales force for the motive of making sales and building customer relationship

Difference between Advertising and Personal Selling

Difference between Advertising and Personal Selling




Personal Selling

Kinds of Communication

It is an impersonal form of communication.It is a personal form of communication.

Uniformity of message

It transfers uniform messages to all the customers.In this, messages are not uniform and have to be adjusted according to the customer.


It is inflexible as message cannot be adjusted.It is flexible as message can be adjusted.


It reaches a large number of people.It reaches a limited number of people.


Cost per person is very low.Cost per person is very high.


It takes less time to cover the entire market.It takes a long time to cover the entire market.


It does not provide direct and immediate feedback.It provides direct and immediate feedback.


The main aim is to create demand for the product.The main aim is to immediately affect the decision to purchase.

Types of Customer

It is more useful for the ultimate consumers who are in a large number.It is more useful for industrial buyers who are less in number.


Television, radio, newspaper, magazines, etc., are important media.Sales staff are used here.
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Last Updated : 06 Apr, 2023
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