Personal selling is likely to be more important than advertising when buyers have _____ information needs and the product is _____.

Question

Quizplus · Accepted Answer

When buyers have high information needs (i.e. they require detailed product information) and the product is complex (i.e. difficult to understand or use), personal selling is likely to be more effective than advertising. This is because personal selling allows for two-way communication and the salesperson can tailor the information to the buyer's specific needs and provide demonstrations if necessary. On the other hand, advertising may not provide enough information or may not be able to address specific questions or concerns that the buyer may have.

Personal Selling Is Likely to Be More Important Than Advertising