Which of the following statements about advertising as an impersonal form of communication is NOT correct?
Answer & explanation
Correct answer: option 4
The correct answer is Option (4) → In advertising, the message is adjusted to each customer’s background and needs.
Option (1) There is no direct face-to-face contact between the prospect and the advertiser. — True. Advertising is impersonal: there is no face-to-face contact between the advertiser and the prospect.
Option (2) Advertising creates a monologue and not a dialogue. — True. The message goes one way only, so advertising creates a monologue and not a dialogue.
Option (3) In advertising, the same standardised message is sent to the customers in a market segment. — True. Advertising sends standardised messages: the same message goes to all customers in a market segment.
Option (4) In advertising, the message is adjusted to each customer’s background and needs. — False. Adjusting the talk to each customer’s background and needs is a feature of personal selling. Advertising is inflexible, because its message cannot be adjusted to each buyer.
NCERT (2026-27 Edition): “(ii) Impersonality: There is no direct face-to-face contact between the prospect and the advertiser. It is therefore, referred to as impersonal method of promotion. Advertising creates a monologue and not a dialogue.”
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