CHAPTER 21 Advertising and Salesmanship Advertising- meaning, difference between advertising and publicity, objectives, media Salesmanship - Meaning, role, qualities of a good salesman Sales promotion- meaning, objectives and tools used

1. ADVERTISING
AND
SALESMANSHIP
CHAPTER 21 BUSINESS STUDIES XII NIOS

2. ADVERTISING
The American Marketing Association defines
advertising as “any paid form of non-personal
presentation and promotion of ideas, goods
and services by an identified sponsor.

3. FEATURES OF ADVERTISING
1. Non-personal presentation of message
In advertising there is no face-to-face or direct contact with the customers. It is directed to the
prospective buyers in general.
2. Paid form of communication
In advertising the manufacturer communicates with prospective customers through different media
like, newspapers, hoardings, magazines, radio, television etc. He has to pay certain amount for using
some space or time in those media.
3. Promotion of product, service or idea
Advertisement contains any message regarding any particular product, service or even an idea. It
makes people aware about the product and induces them to buy it.

4. FEATURES OF ADVERTISING
4. Sponsor is always identified
The identity of the manufacturer, the trader or the service provider who issues advertisement is
always disclosed.
5. Communicated through some media
Advertisements are always communicated through use of certain media. It is not necessary that
there will be just one medium. All the media may also be used.

5. OBJECTIVES OF ADVERTISING
1. Introduction of new product
Business firms keep on introducing new products in the market and have to inform
the prospective customers about its features, price, usage, availability etc.
2. Increase in sale
Advertising helps in increasing the sale of firm’s products. It also helps in turning
non-users of products to users of products and also in attracting the consumers of
competitor’s products.
3. Maintaining existing buyers
Advertising is used to remind the consumers about how good their products or
services are and that they are still in the market as old and reliable ones.

6. OBJECTIVES OF ADVERTISING
5. Create and enhance brand image
Advertising is also used for creating a brand image which helps in building
customers’ loyalty. When customers develop brand loyalty, they do not shift to
other brands easily.
4. Create and enhance goodwill of the firm
Through advertising, the firms can communicate their achievements to the
consumers. This helps in creating a good image of their firm in the minds of
consumers, workers, investors, government and so on.
6. Dealer support
Another objective of advertisement is to provide the necessary support to firm’s
dealers and distributors.

7. “Advertising plays
an important role in
business, society
and to consumers”.
Why?

8. BENEFITS TO MANUFACTURES
Advertising helps the manufacturers in
introducing new products, maintaining customers
of existing products and in increasing their sales
by attracting new customers. It also helps the
business houses in creating and enhancing their
goodwill. It makes the job of sales persons easier
by keeping the customer informed about the
product.
Advertising helps the consumers to gain useful
information about the products, prices quality,
terms of sale, after sales services, etc. Besides
providing such information advertising also
guides the customers about the right use of the
product. This helps them to make a comparative
analysis and make their choice.
BENEFITS TO CONSUMERS

9. BENEFITS TO SOCIETY
The enhanced competition resulting from
advertising motivate the producers to make
improvements in their existing products and find
out better alternatives through Research and
Development (R&D) activity. So it helps in providing
more convenience, comfort, better life style to the
people(Standard of living). It generates employment
for thousands of people who are connected with
advertising world indifferent capacities.

10. ● Advertising multiplies wants
● Advertising adds to the cost and price of product
● Creation of monopoly
● Advertising may affect the value-system of society
● Motivation for wrong or dangerous deeds
● Advertising may not increase overall demand
● Misleading Advertisements
LIMITATIONS OF ADVERTISING

11. MEDIA OF ADVERTISING
NEWS PAPERS TELEVISION RADIO
MAGAZINES &
JOURNALS
FILMS
OUTDOOR
ADVERTISING

12. MEDIA OF ADVERTISING
TELEVISION ADVERTISING
TV has the most effective impact
as it appeals to both eye and the
ear. Products can be shown,
their uses can be demonstrated
and their utilities can be told
over television.
RADIO
In radio there are short breaks
during transmission of any
programme which is filled by
advertisements of products and
services. There are number of
popular programmes sponsored
by advertisers.

13. MEDIA OF ADVERTISING
NEWSPAPER
In our country newspapers are
published in English, Hindi and
in other regional languages. The
advertiser communicates his
message through newspaper
which reaches to crores of
people.
PERIODICALS
Periodicals are publications
which come out regularly but
not on a daily basis. These
may be published on a
weekly, fortnightly, monthly,
bimonthly, quarterly or even
yearly basis.

14. MEDIA OF ADVERTISING
FILMS
Advertisements are generally
shown before the start of the
show or during interval. It can be
used for advertising products of
mass consumption like cosmetics,
toiletries, medicines, etc.
OUTDOOR ADVERTISING
Advertising done outdoors to
promote goods/ services and
are meant to reach the
customer while they are “on
the go” outside their home is
called outdoor advertising.

15. PUBLICITY
Publicity is the communication about a
brand, offering, or a business by placing
commercially significant news about it
in the media without paying for time
and space directly. Publicity can be
positive or negative.

16. COMPARISON -ADVERTISING
& PUBLICITY
 It is a paid form of spreading of
information. The firm has to pay for
the use of space and time.
 There is an identified sponsor, that is,
the business firm which wants to
advertise its products or services.
 The sponsor does not make any
payment to the media.
 There is no identified sponsor. Media
communicates the information as it
considers it newsworthy.
PUBLICITY
ADVERTISING

17.  The advertising firm has full control
over the content, type, size, duration
and frequency of the message.
 It is intended to give favourable and
positive impression about the
company and its products
 The concerned firm has no control
over the contents, type, and size of
the information.
 This may have favourable or
Unfavourable impression on the public
about the company and its products.
PUBLICITY
ADVERTISING
COMPARISON -ADVERTISING
& PUBLICITY

18. SALESMANSHIP
Personal selling refers to the presentation of
goods before the potential buyers and
persuading them to purchase it. It involves
face-to-face interaction and physical
verification of the goods to be purchased.
The person who sells goods to you in this
way is called a ‘salesperson’ and the
technique of selling is known as ‘personal
selling’ or ‘salespersonship’ (Salesmanship)

19. SELLING PROCESS
STEP 1
Prospecting Pre approach Presentation
and
demonstration
Answering the
queries/objections
and their
clarification
STEP 2 STEP 3 STEP 4 STEP 5 STEP 6
Approach Action or
ending the
process of
sale

20. QUALITIES- SALESPERSON
1. Good Personality :
Personality is a mixture of many traits like physical appearance, dressing-up, way of
talking, manners, pitch of voice, habits etc. Personality of a salesperson should be
such that the moment he/she comes in contact with the customer, he/she looks
amiable with whom the customer is at least ready to start a conversation.
2. Good Behaviour :
A salesperson should be a well behaved person having ability to interact with people
comfortably. He/she should be cooperative so that he/she can help people in making
up their minds by patiently answering all their questions.

21. 3. Mental Qualities :
A salesperson must have the quality of alertness, imagination, foresightedness,
empathy etc. He should have the ability to read the customer’s mind and behave
accordingly.
4. Knowledge :
A Salesperson should know every detail relating to the product and the company
he/she is representing. He/she should be able to explain the various features of the
product, the way it is to be used and the precautions to be taken and so on.

22. QUALITIES- SALESPERSON
6. Persistence :
The salesperson must know the art of persistence. It requires a sense of
determination to convince the customers to buy. He/she must not give up easily.
Without being offensive, he/she must persuade the customer to finalise the
purchase with a sense of satisfaction.

23. SALES PROMOTION
Sales promotion consists of all activities other
than advertising and personal selling that help
to increase sales of a particular product. Sales
promotion is the process of persuading a
potential customer to buy the product. Sales
promotion is designed to be used as a short-
term tactic to boost sales

24. ● Information to Customers
● Persuades Customers
● Increase in Sales Volume
● Incentive to Retailers
● Create Product Identity
OBJECTIVES OF SALES
PROMOTION

25. COMPASION -ADVERTISING
& SALES PROMOTION
 Objectives of advertising is to create a
favourable consideration for the
product.
 It has a long term effect.
 Advertising is recurring in nature.
 The objective of sales promotion is to
stimulate the consumers to buy the
product.
 It has a short term effect.
 Advertising is non recurring in nature.
SALES PROMOTION
ADVERTISING

26. TOOLS - SALES PROMOTION
Free Samples
It is a good method for
introducing a new product
or a brand in the market.
Such free samples can be
distributed at the door
step, through fairs, or even
through retail stores.
Bonus Offer
Marketers offer something
extra with standard products
without any additional charge
to the customer. It could be
extra quantity of the same
product or some other
product of the company
Price-off
To increase sale, or to
reduce competition, many
business firms cut down
prices. Prices may also be
cut down during off season
to maintain certain volume
of sales.

27. TOOLS - SALES PROMOTION
Exchange Offer
It is a good method for
introducing anew product
or a brand in the market.
Such free samples can be
distributed at the door
step, through fairs, or even
through retail stores.
Fairs and Exhibitions
Marketers offer something
extra with standard products
without any additional charge
to the customer. It could be
extra quantity of the same
product or some other
product of the company
Free Offer
To increase sale, or to
reduce competition, many
business firms cut down
prices. Prices may also be
cut down during off season
to maintain certain volume
of sales.

28. TOOLS - SALES PROMOTION
Money Refund Offer
To refund is to give money
back, especially when someone
is not satisfied with an item they
bought or the service they got.
If you complain that your
restaurant food is undercooked,
the manager may refund your
money.
Discount Coupon
Discount Coupon is a
certificate that entitles the
holders a specified discount
on purchase of a product.
Such discount coupon may be
issued by the company by mail
or through the dealers.
Contests
There may be a contest like
quiz related to the product
or slogan writing. These
contests can be held on
television, radio, online and
through the magazines.

29. THANK
YOU