Differences between Advertising and Sales Promotion
Sales promotion is increasingly being used to accomplish an ever expanding list of marketing objectives. The company’s marketing objectives and strategies influence the development of sales promotion objectives and strategies.
The purpose of sales promotion could be to stimulate the consumer, gain the cooperation of traders, or motivate the sales force. The company’s promotional strategy should be attractive for the re-sellers so that they stock the product and are willing to set up displays and cooperate in accepting coupons. The sales force must be motivated to put in more efforts in selling, to put more emphasis on a certain brand, or motivate dealers to participate in contests, etc.
Differences between Advertising and Propaganda
To propagate means to spread, as we spread seeds in a garden. We propagate ideas, doctrines and gospels. Propaganda is an one-sided communication. Propaganda’s effect is indoctrination. It is emotional, but it could be sincere. We can promote the idea of hygiene by propaganda. But to promote Lifebuoy soaps, we have to use advertising. Propaganda is the means of making known m order to gain support for an opinion or belief.
Like advertising, propaganda is biased in favour of the thing being promoted. Generally, we come across political propaganda, and accept it as such depending upon our own perception regarding who is right. Propaganda can be shorn of bias while promoting intellectual, environmental and sociological aspects.
Thus, the terms “advertising” and “propaganda” are not synonymous. They differ from each other in the following respects: