Learning library
Unit 4 · Sales Promotion · Module 26 of 40
Promotion vs Advertising vs Personal Selling
Learning objective
Position the three tools by time horizon, cost structure and effect on brand equity.
Concept summary
Advertising builds long-term memory at scale; personal selling converts high-consideration buyers individually; sales promotion delivers immediate volume but can train customers to wait for deals. Integrated plans use promotion tactically inside an advertising-built brand.
Application task
Compare the three tools across five dimensions for one category you know well.