(a) List six advertising media used in business.
(b) What is personal selling?
(c) State four advantages and two disadvantages of personal selling
Explanation
(a) Advertising media used in business
- Newspapers
- Magazines/ Journals
- Radio
- Television
- Cinema
- Leflets /Posters/ Handbills/Banners/ Flyers
- Hoarding/ Billboards
- Neon signs
- Catalogues
- internet
- Window display
(b) Personal selling is the face to face interaction of a salesman with potential customers for the purpose of presenting products, answering questions or explaining features of products and procuring orders
(c) Advantages of personal selling:
i. It facilitates the sale of expensive, fragile, complex and infrequently bought goods.
ii. facilitates individualized presentation of a company's products and getting feedback demonstration of the use of the products
iii. It is selective. A company's sales personnel contact only buyers in the target market, unlike other promotional measures that reach all and sundry
iv. it is used to increase sales both during and off-peak periods.
v. It projects and sustains the good image of a company
vi. it elicits immediate feedback/two-way communication
vii. It is used to introduce new products.
Disadvantages of personal selling:
i. Its use is limited to the sale of technical and industrial goods.
ii. It is difficult for the manager to control the activities of salesmen in the field.
iii. It is costly to train and maintain the salesmen.
iv. Honest and the right caliber of personnel are hard to come by
v. Salesmen are often not welcomed.
vi. It leads to an increase in the price of the product.