Given below are two statements:
Statement I: Advertising is more useful than personal selling in creating and building interest of the consumers in a firm’s products.
Statement II: Advertising lacks direct feedback, so marketing research efforts are needed to judge customers’ reactions to it.
In the light of the above statements, choose the correct answer from the options given below:
Answer & explanation
Correct answer: option 1
The correct answer is Option (1) → Both Statement I and Statement II are correct.
Statement I: Advertising is more useful than personal selling in creating and building interest of the consumers in a firm's products. — Correct. Advertising reaches a large number of ultimate consumers at once. So it is the more useful tool for creating and building interest of consumers in a firm's products.
Statement II: Advertising lacks direct feedback, so marketing research efforts are needed to judge customers' reactions to it. — Correct. An advertisement is a one-way message, so the firm cannot see how buyers react to it. Since it lacks direct feedback, marketing research is needed to judge those reactions. A salesperson, by contrast, comes to know the customer's reaction immediately.
NCERT (2026-27 Edition):
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