Advertising is changing fundamentally from the age of mass-media: As it
becomes more interactive and more personal it ceases to be advertising
and becomes either personal selling or public relation
Introduction
Nowadays, the changing consumer types has changed significantly due to
technology developments. In order to reach wider target markets, it is important
that a strategic marketing plan is implementing in order for any advertising tool
to be efficient. Therefore, a Marketing Mix provides a vital analysis of the
product, price, place and promotion. A tool vital for advertising of any kind. On
the other hand communication is important in order to retain existing and
attract new customers.
Literature Review
Personal Selling aims to make a sale as a short-term goal, which increases the
brand awareness of an organization. However, the most important is the long-
term goal which is to establish a relationship with the other party in order to
generate sales on a regular basis. Personal selling is often described as a way in
which a business representative communicated directly with the potential
customer in order to understand and with the scope of identifying its needs and
expectations out of a product or service. By doing so, a company is more likely to
be able to match their products or services to those needs, and where necessary
the company can go above and beyond in order to satisfy their customer. This
marketing tool is more efficient within the businesses that sell customized
products, for example Vauxhall. In order to be able to sell its cars, the company
should communicate with potential customers in order to identify their needs
and desires out of the product. By doing so, the company establishes a
relationship with the organization and increases company’s loyalty. One of the
main advantages of this technique consists of the personalized message reaching
the customer as well as a higher customer attention compared to the use of
advertising where customer’s attention may be slightly reduced. The direct
interaction with the customer allows the sales person to be able to match the
needs and wants of their customers with existing products, or they could go the
extra mile and customize the products based on customer’s needs. On the other
hand, the cost of this tool can be high, and only reaches a limited number of
customers.
On the other hand, public relation is a planned process that influence public
opinion in respect of a product or service. Therefore a public relations person
can closely monitor different media channels as well as public comment about a
company’s products. Furthermore it is responsible with publicly creating events
in which the public is engaged with details about the company’s updates, new
releases and projections. By doing so, the company is constantly engaged with
its stakeholders and customers in order to establish or maintain a strong
business relationship. This leadership and management function enables a
company to increase their brand awareness among the public audience.
becomes more interactive and more personal it ceases to be advertising
and becomes either personal selling or public relation
Introduction
Nowadays, the changing consumer types has changed significantly due to
technology developments. In order to reach wider target markets, it is important
that a strategic marketing plan is implementing in order for any advertising tool
to be efficient. Therefore, a Marketing Mix provides a vital analysis of the
product, price, place and promotion. A tool vital for advertising of any kind. On
the other hand communication is important in order to retain existing and
attract new customers.
Literature Review
Personal Selling aims to make a sale as a short-term goal, which increases the
brand awareness of an organization. However, the most important is the long-
term goal which is to establish a relationship with the other party in order to
generate sales on a regular basis. Personal selling is often described as a way in
which a business representative communicated directly with the potential
customer in order to understand and with the scope of identifying its needs and
expectations out of a product or service. By doing so, a company is more likely to
be able to match their products or services to those needs, and where necessary
the company can go above and beyond in order to satisfy their customer. This
marketing tool is more efficient within the businesses that sell customized
products, for example Vauxhall. In order to be able to sell its cars, the company
should communicate with potential customers in order to identify their needs
and desires out of the product. By doing so, the company establishes a
relationship with the organization and increases company’s loyalty. One of the
main advantages of this technique consists of the personalized message reaching
the customer as well as a higher customer attention compared to the use of
advertising where customer’s attention may be slightly reduced. The direct
interaction with the customer allows the sales person to be able to match the
needs and wants of their customers with existing products, or they could go the
extra mile and customize the products based on customer’s needs. On the other
hand, the cost of this tool can be high, and only reaches a limited number of
customers.
On the other hand, public relation is a planned process that influence public
opinion in respect of a product or service. Therefore a public relations person
can closely monitor different media channels as well as public comment about a
company’s products. Furthermore it is responsible with publicly creating events
in which the public is engaged with details about the company’s updates, new
releases and projections. By doing so, the company is constantly engaged with
its stakeholders and customers in order to establish or maintain a strong
business relationship. This leadership and management function enables a
company to increase their brand awareness among the public audience.
