Distinguish between advertising and sales promotion.

Question

Accepted Answer

Both advertising and sales promotion are tools of the promotion mix, but they differ in several respects.

| Basis | Advertising | Sales promotion |
|---|---|---|
| Meaning | A paid, non-personal media message from an identified sponsor | Short-term extra incentives that stimulate buying |
| Duration | A continuing, long-term effort | Short-term, for a limited period |
| Purpose | To inform, persuade and remind; to build awareness and image | To give an immediate incentive and push a quick sale |
| Nature of appeal | Reasons to buy (rational/emotional message) | An incentive to buy now (gift, discount, contest) |
| Effect | Builds demand and goodwill gradually | Produces a quick, often temporary, jump in sales |
| Devices | Newspaper, television, radio, hoardings, internet | Samples, coupons, price-off offers, contests, displays |
| Relationship | Creates awareness of the product | Converts that awareness into an immediate purchase | …

Q.Distinguish between advertising and sales promotion.

Concept understanding — Advertising: Meaning and Functions

Basis	Advertising	Sales promotion
Meaning	A paid, non-personal media message from an identified sponsor	Short-term extra incentives that stimulate buying
Duration	A continuing, long-term effort	Short-term, for a limited period
Purpose	To inform, persuade and remind; to build awareness and image	To give an immediate incentive and push a quick sale
Nature of appeal	Reasons to buy (rational/emotional message)	An incentive to buy now (gift, discount, contest)
Effect	Builds demand and goodwill gradually	Produces a quick, often temporary, jump in sales
Devices	Newspaper, television, radio, hoardings, internet	Samples, coupons, price-off offers, contests, displays
Relationship	Creates awareness of the product	Converts that awareness into an immediate purchase

Q.Distinguish between advertising and sales promotion.

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