“Advertising is nothing but salesmanship in print.” discuss the statement and explain the economics and benefits of advertisement?

Mr Mohammed, sorry not answer before but I really I haven't understood the question.

 

Salesmanship is one of the skills used in personal selling, and the purpose of it is to bring the right product into contact (and possible acquisition) with the right customers.

 

Advertising we know what it is.

 

The main difference between those is that in advertising you communicate with all your public at once. In salesmanship you communicate one-to-one; through your sales team. So, this represents some more advantages since your are able to retain (maybe) customers faster with the possibility to acquire immediately the product/service.

 

Disadvantages...well comparing with salesmanship, for example, if your advertising segmentation/message was not made correctly, you will loose that investment since won´t bring any return on sales/fidelity/attraction/etc..

 Statement Explanation

 The prime objective of a salesman is to describe the features of the product while presenting it efficiently and impress the customers, making them purchase it. Advertisements do nothing different. they present the product, impress the audience and describe the features. they even efficiently relate the product to the day-to-day lives of the customers, something which a salesman would have to do to convince the customer. Both advertisement and salesmanship ultimately publicize the product and add to the sales, only that advertisements are more impressive as well as inevitable by the customer.

Economics

Advertising is a hugely influential part of society and business yet it is never mentioned in traditional economics. In neo-classical economics, firms do not advertise. This is not a trivial omission because advertising has an enormous effect on the market. Roughly $ billion dollars was spent on advertising in. Nor is its omission a simple mistake. Rather it is deliberate because once you examine advertising, you see what an enormous distorter of the market it is.

In any textbook example of perfect competition, all goods are homogenous (i.e. the same) and all consumers have perfect information. In this world there is no need for advertising because consumers know everything there is to know about the market. Likewise rational actors would not be swayed by marketing ploys or information irrelevant to the product (why would a beautiful model make a rational consumer more likely to buy the good?). It is for this reason that textbooks don’t mention advertising, to do so would to be to admit that consumers are irrational and that the market could be distorted.

Let’s examine the logic of advertising. The goal of advertising is to increase sales of the product either by convincing people who wouldn’t have otherwise bought the product to buy it, or by convincing existing consumers to buy more. This seems very obvious, but it goes against most of what economics students learn. Most economics lecturers explain that consumers choose what to buy based on their preferences and tastes. It is therefore wrong for the government to intervene because consumers alone know what’s best for themselves. However, if preferences can be manipulated or changed, then the standard theory of consumer choice goes out the window.

Take the standard economics notes and imagine a consumer is choosing how much pizza and chips to buy (I don’t know why but the examples are usually pizza and chips or some kind of fast food). A consumer makes a rational choice taking all the benefits and costs of either option before deciding to get, say,5 slices of pizza and2 portions of chips (like all examples in lectures, it is ridiculous simplified with only one consumer, two goods and no money). The lecture usually ends with a tribute to the sovereignty of the consumer in the free market, who simply by exercising choice, they end up in the optimal position that most improves their life. Let’s say now the chip company takes out an ad that boosts sales, so now the ratio is4 pizza and3 chips. What has happened? Has the market been distorted? Has the sovereignty of consumers’ preferences been violated?

This is why advertising is not discussed. It ruins the aura and glory of the free market and raises the possibility that leaving consumers to decide themselves isn’t as perfect as it first sounds. If a firm advertises, then it incurs a cost, therefore it will have to raise its price. Therefore a marketplace with advertising firms is less efficient. This is especially true in cases where advertising resembles an arms race where large amounts are spent with little gain. Goods are no longer sold at the lowest possible price and worst still choice is not made on the basis of quality but on irrational and irrelevant grounds.

A crucial point about advertising is that it is not commercial, but emotional. By this I mean ads do not try to convince you that a certain product is cheaper or more efficient, rather they aim to make the product seem enjoyable. A typical ad will show young, handsome, stylish people using the product and having fun. The implication is that if you use this product (even if it is not the cheapest or best quality) then you too will be popular and happy. Ads mainly try to make an emotional rather than logical connection with consumers and it is rare to even see the product in an ad. (After writing this, I stopped and watch some TV and therefore ads. The only ads that directly mention prices or compared products were the financial industry, probably the most rigid industry where few consumers switch supplier). Humour is another common method, the aim being to create positive connotations with the product.

Other common methods include celebrity endorsements which also create connotations between popular people and the product. Or just peer pressure where an ad shows large groups of people. Humans by our nature are social animals and we instinctively follow a group. This is natural as we trust other people and have an urge to associate with them. This is why the key to a successful consumer product is not low prices or a good quality, but popularity. If many people buy a product, this is one of the largest influences on getting other people to buy it. (Of course price and quality can influence whether or not a product is popular but it is rarely the largest influence). The world of sales is dominated by fads and fashions where some goods become “hot” or popular and everyone wants to buy them. The largest determinant of whether someone will commit an act ranging from smoking, to stealing, to buying a car to getting pregnant, is whether or not other people they know do so as well.

 Benefits

Advertising is the most important tool in the marketing of products and services. Companies all over the world universally accepted this fact. The expenses on advertising are considered to be a profitable investment that reaps profits both in the long and short run. Businesses that keep on advertising regardless of rise or fall in the economic times get a competitive advantage over those that cut their ad budgets. There are many benefits of advertising which include:

1.Information to the customer. Advertisement about new products keeps the customer informed about the new developments in the industry. They help to provide them information regarding the newly launched products.

2.Takes care of customers. Advertising takes care of customers. It helps in holding on to the loyal customer, decreasing the number of lost customers and enlisting new customers. Thus the overall effect of advertising is increase in the number of customers that will gradually become loyal to the product.3.Improves the sale of product. Advertising facilitates a noticeable increase in the sale of the product. It thus helps reduces per unit cost of the product and help the businesses to earn profits.4.Alters the attitudes of people. An effectual advertisement results in a swift change in the attitudes and habits of the people.5.Direct communication. In earlier days customers believed on the opinions of retailers, when making the purchases of products. With the rapid spread of media and advertising to every nook and corner of the world, people have become aware of the various products that are available in the same category and the freebees and benefits of purchasing them. So the companies or manufacturers are able to communicate their message directly to the customers.

6.Increase employment. Advertising is a complicated task and a lot of people are involved in the making of an advertisement. Research team, design team and many other people are required to make and deliver it. So, advertisements generate employment for a lot of people.

7.Economic progress. Advertising increases sales, employment and profits. The overall effect of all this is economic progress for the nation, or more broadly for the world as a whole.

8.Religious and moral benefits. Social and religious institutions use advertising for communicating their messages like messages of patriotism, faith, compassion tolerance, and charity toward needy, messages related to health and education. These educate people and guide better behavior.

Advertising through every medium offers some or the other benefits. But nowadays the most popular medium of advertisement is through television. Although the cost of advertising is quite high but the benefits in the long run balance the high cost associate to it. So, companies should concentrate on advertising as an important medium.

The major advantages of advertising are: (1) introduces a new product in the market, (2) expansion of the market, (3) increased sales, (4) fights competition, (5) enhances good-will, (6) educates the consumers, (7) elimination of middlemen, (8) better quality products, (9) supports the salesmanship, (10) more employment opportunities, (11) reduction in the prices of newspapers and magazines, (12) higher standard of living!

Advertising is a market communication and it is salesmanship in the media in which it is used. like salesmanship in print or film. Therefore advertising is basically salesmanship and the text should be seen as sales talk and. of course. a carefully planned and skillfully done talk. As we have made a remark in the first chapter that this talk or speech is difterent from other ways of speaking. What are the unique teatures of this speech that set it different from other modes of speeches? Or is it like an anotner language that we study? It is like a proverbial million dollar question that advertising professionals are seeking to answer tor the past tew hundred years around the world. In the process. advertising has made in-road into various areas of studies. The main ones are marketing. anthropology. communication, economics. psychology and statistics. art, sociology, culture, literature, linguistics and other related subjects. However, all these areas were taken in a selective way depending upon their effectiveness in advertising situations.

I agree with Mr.Pedro answer. 

I agree with the rest answers

 

Advertising is sometimes defined as salesmanship in print or writing. The difference between an advertising and personal selling is that the former is a persuasive communication while personal selling has the advantage of a contact in that the salesman can follow the reaction of the prospect and tailor his approach according to the situation. Besides, the salesman is in a position to show the goods and demonstrate its actual usefulness

 

The principles of salesmanship also applies to advertising to a large extent; with this difference that in advertising the appeal has to be made to a number of persons at once, whereas the salesman deals with one person at a time

 

Therefore, for advertising to be effective, it must appeal to the general public or to a particular class. In salesmanship the salesman is required to adjust to a specific want of the prospect to which the advertising may have been directed whereas in advertising the appeal is to a general want. Thus in both salesmanship and advertising the final goal is customer satisfaction

 

 

thank you for your invitation i agree with Answer added by: Vinod Jetley  

To explain better we have to first understand why is advertisement important.

 

Advertising plays a very important role in today’s age of competition. Advertising is one thing which has become a necessity for everybody in today’s day to day life, be it the producer, the traders, or the customer. Lets have a look on how and where is advertising important:

 

1. Advertising is important for the customers - Just imagine television or a newspaper or a radio channel without an advertisement! No, no one can any day imagine this. Advertising plays a very important role in customers life. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. One more thing is that advertising helps people find the best products for themselves, their kids, and their family. When they come to know about the range of products, they are able to compare the products and buy so that they get what they desire after spending their valuable money. Thus, advertising is important for the customers.

1. Advertising is important for the seller and companies producing the products - Yes, advertising plays very important role for the producers and the sellers of the products, because

• Advertising helps increasing sales
• Advertising helps producers or the companies to know their competitors and plan accordingly to meet up the level of competition.
• If any company wants to introduce or launch a new product in the market, advertising will make a ground for the product. Advertising helps making people aware of the new product so that the consumers come and try the product.
• Advertising helps creating goodwill for the company and gains customer loyalty after reaching a mature age.
• The demand for the product keeps on coming with the help of advertising and demand and supply become a never ending process.

Advertising is important for the society - Advertising helps educating people. There are some social issues also which advertising deals with like child labour, liquor consumption, girl child killing, smoking, family planning education, etc. thus, advertising plays a very important role in society.

 

Hence from above we can say that advertising plays a very vital role in communicating information about the product. By seeing the advertising only customer can know detail about the product and therefore save time. It is equally important for an advertiser to communicate what is required by the customer, i.e. product information, how to use, where to use, and when to use. This will help customer to make a decision whether the product is required by them or not.

 

Eg. Coco Cola ad with a person on beach in hot summer removing Coke from a cooling refrigerator and drinking freezing coke. Here advertiser has described what is the product, where it can be used and how to use and hence indirectly sold the product to the customer.

 

Hecne from above we can conclude that Advertising is nothing but salesmanship in print. 

I agree with Ghada's response

I think answers  from advertising specialist will be more reliable