Consider the following statements about the forms of communication used in promotion:
(A) In personal selling, a direct face-to-face dialogue takes place between the seller and the buyer.
(B) Personal selling involves oral presentation of message in the form of conversation with prospective customers.
(C) Advertising creates a monologue and not a dialogue.
(D) Publicity is a personal form of communication, but it is a non-paid one.
Which of the statements given above are correct?
Choose the correct answer from the options given below:
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → (A), (B) and (C) only
(A) In personal selling, a direct face-to-face dialogue takes place between the seller and the buyer. — Correct. Personal selling is a personal form of communication. The seller and the buyer talk face to face, so an interactive relationship develops between them.
(B) Personal selling involves oral presentation of message in the form of conversation with prospective customers. — Correct. Personal selling means an oral presentation of the message as a conversation with one or more prospective customers, to make a sale.
(C) Advertising creates a monologue and not a dialogue. — Correct. Advertising is impersonal. There is no face-to-face contact between the advertiser and the prospect, so the message flows only one way.
(D) Publicity is a personal form of communication, but it is a non-paid one. — Incorrect. Publicity is indeed non-paid, but it is not a personal form. Its message goes out through the press as news stories and features, with no face-to-face contact with anyone.
NCERT (2026-27 Edition): “Advertising … “Personal Selling Personal selling involves oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales. It is a personal form of communication. …” “Features of Personal selling |