Theory question 105
AdvertisingCommerce 2 (theory)
(a) List six advertising media used in business.
(b) What is personal selling?
(c) State four advantages and two disadvantages of personal selling.
Show the model answer
(a) Any six: newspapers; magazines/journals; radio; television; cinema; billboards/posters; handbills; internet/social media; window display; neon signs; direct mail; sky writing.
(b) Personal selling is face-to-face contact between a salesperson and prospective buyers to present a product, answer questions and persuade them to buy.
(c) Advantages (any four): immediate feedback from customers; salesperson can demonstrate the product; objections are answered on the spot; message is tailored to each customer; builds good customer relations/loyalty; can close the sale at once; useful for technical goods.
Disadvantages (any two): expensive (salaries, commission, travel); reaches few people; time-consuming; depends on skill of the salesperson; aggressive salespeople may annoy customers.
Personal selling must mention face-to-face contact with the aim of making a sale.