SUBJECT : ADVERTISING AND SALES MANAGEMENT
Compare (by giving at least 5 points with elaboration ) and contrast (give 8 points with elaboration ) hard-sell and soft-sell approaches and give an example of each?
Hard selling entails using boldness, passion, and foresight to swiftly generate a lead or close a transaction. Hard sellers rely on a rock-solid sales pitch, which has only one opportunity to succeed in most cases. Clients are frequently put under a lot of pressure in hard sales.
Soft selling entails depending on persuasion and patience to gain success during the sales process. Soft sellers take an empathic approach to their prospects, attempting to understand what makes them tick. Naturally, this method necessitates the salesperson having plenty of time to succeed.
The extreme examples of
hard-sell advertising are easily recognized by almost everyone. You're going off to sleep while watching a movie when the screen suddenly flashes with vivid, clashing colors and a voiceover begins shouting at you about a "Limited Time Offer!" that you should "Buy Now! While Quantities Last!"
Hard-sell ads are also characterized by low production values and short run-times , implying that the sellers can't afford to invest in sophisticated ads due to their low prices, as exemplified by just about any "going out of business" ad you might see. Another telltale sign of a hard sell is that the offer's benefits are so evident that only a fool would refuse it.
Soft-sell ads are designed to elicit an emotional response from the audience or to leave a lasting impression on the audience. As a result, soft-sell ads are commonly used in brand awareness campaigns that do not even name specific products. This isn't to say that soft-sell ads have to be quiet or peaceful; in fact, many are quite the opposite.
A good example are lifestyle ads used by Coke or Pepsi, in which people are shown using the product without endorsing it, or even mentioning it. The diamond ads that De Beers has been running for most of the last century, without ever specifying where they can be purchased, are another great example of soft-sell ads. Since its inception, Apple has solely relied on soft-sell advertisements.
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