However, advertising is different from personal salesmanship in the
(i) In salesmanship appeal is
made through persons. In advertising, appeal is made through
advertisements which are non-personal in nature.
Advertising leads prospects to salesmen. Hence in the
distribution, advertising precedes salesmanship.
Advertising is addressed to the masses while salesmanship is
concerned with specific individuals.
salesman talks to the prospect before him. But advertisements are
made to influence and appeal groups of persons.
Though the ultimate objective of both salesmanship and
advertising is the same, immediate objectives differ. Advertising is
primarily concerned with creating interest in the buyers in general
by building acceptance for a product and by arousing confidence and
respect for the firm and its products.
(vi) since a
salesman talks, the listener understands whether he is educated or
uneducated. But it is difficult to convey messages of advertising to
illiterate persons except in certain forms like radio messages.
(vii) Advertising has given a great feeling to the
art of copy writing, commercial art and engraving while salesmanship
has promoted the art and manner of speaking impressively by salesmen.
(viii) In bringing about sales, salesmanship plays a
superb part while in attracting the notice of prospects, advertising
plays a tremendous role.
(ix) To employ salesmen
everywhere to make sales appeals in financially very expensive. But
advertising is not so costly. It is the most convenient and simple
device to make sales appeals over wider areas and larger audience.
(x) The ultimate purpose in both salesmanship
and advertising is the same viz; increase in sales and both are
complementary to each other. Advertising makes the job of salesmen