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Question
Distinguish between Advertising and Sales promotion.
Solution
| Point of Distinction | Sales Promotion | Advertising | |
| 1. | Meaning | Marketing activities which stimulate consumer buying and dealer effectiveness. | Any paid form of impersonal presentation and promotion of a product, service or idea by an identified sponsor. |
| 2. | Time horizon | Short-term perspective. | Long-term perspective. |
| 3. | Aim | To increase immediate sales or dispose of old stock. | To build image of producer and his product. |
| 4. | Media | Free samples, coupons, contests, premium offers, displays, exhibitions, etc. | Newspapers, magazines, TV, radio, posters, films and other media. |
| 5. | Nature | Limited period, non-recurring. | Regular and recurring. |
| 6. | Emphasis | Supplement to advertising and personal selling; pushes product towards buyers. | Informs, persuades and reminds buyers, attracts customers towards the product. |
| 7. | Scope | Individual communication | Mass communication |
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