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Candidates did attempt this question did well in part (a) of the question. However, some candidates explained personal selling as sole

proprietor. Their advantages and disadvantages also reflected that of a sole proprietor.

The expected responses are.

1. Advertising media used in business


1. Newspapers


2. Magazines / Journals


3. Radio


4. Television


5. Cinema


6. Leaflets / Posters / Handbills/ Banners


7. Hoarding/ Billboards


8. Neon signs


9. Catalogues


10. Internet


11. Window display


2. Personal selling is the face to face interaction of a salesman with potential customers for the purpose of presenting products, answering questions or explaining features of products and procuring orders.


3. Advantages of personal selling.


1. It facilitates the sale of expensive, fragile, complex and infrequently bought goods.


2. It facilitates individualised presentation of a company’s products and getting feedback/ demonstration of the use of the products.


3. It is selective. A company’s sales personnel contact only buyers in the target market unlike other promotional measures that reach all and sundry.


4. It is used to increase sales both during and off-peak periods.


5. It projects and sustains the good image of a company.


6. It elicits immediate feedback / two way communication.


7. It is used to introduce new products.



Disadvantages of personal selling



1. Its use is limited to the sale of technical and industrial goods.


2. It is difficult for the manager to control the activities of salesmen in the field.


3. It is costly to train and maintain the salesmen.


4. Honest and the right calibre of personnel are hard to come by.


5. Salesmen are often not welcomed.


6. It leads to increase in the price of the product.