Marketing and Advertising, even though they sound similar but actually they are not. Advertising is only a part of the bigger game called Marketing. Marketing encompasses complete conceptualization of a brand right from research to designing to advertising to sale. Advertising, on the other hand is really a component of the marketing process which is nothing but conveying the message through a variety of mediums to promote the product.
Advertising is probably the most important component of a marketing strategy as well as the most expensive. Advertising constitutes sending the message across the public about your company, product or services. It also constitutes behind the scenes work like the process involving formation of assorted strategies and coming up with the correct one to target the viewers. The strategy consists of planning such things as placing ads, deciding what media to use, what time, frequency etc. The advertisements are generally placed via mediums like television, snail mail, newspapers, internet, emails, radio, magazines, mobile messaging, flyers, billboards etc. The most used one is of course television although advertising online is now more popular then ever too.
The easiest way to differentiate advertising from marketing is to consider marketing as a cake and if you cut the cake, advertising as one of the pieces of that cake. The other pieces of cake are market research of the product, product designing, media planning, PR, product pricing, customer satisfaction, customer support, sales and many more. Each one of these components or pieces of cake should work independently but collectively in achieving the bigger goal i.e. sell product and build company’s reputation in the marketplace. Marketing is a marathon process involving many tasks that involve hours sometimes days of research. The research part of marketing takes the longest duration since it involves thoroughly understanding the behavior of individuals towards a product or service. Designing the product and developing advertising strategy is another time consuming process. Only components that take less time are executing advertisements and sales. Marketing can also be considered a medium between consumers and the company.
But many companies often make mistake of confusing advertising with marketing. They attempt to copy big brands like Coke and Pepsi in advertising but they simply ignore the work that goes behind that. The classical instance of this is, take the case of creating a logo. believe that it will simply bring in the sales.|Lots of business owners make a fatal mistake in marketing. They incorrectly place too much emphasis on the use of their company logo in advertisements.] the business and the logo must have a sense to it that truly reflects the company’s values.|Here’s the ting: what makes an advertisement work is the reputation of the company, not its logo. The logo simply provides support to create a sense of what truly reflects the values of the business.] One should also remember these companies spend fortunes on advertising which a brand new start up business can’t. Rather than spending unnecessary money on branding your product one should invest time and expense in communicating to the consumers that they are able to address their expectations. After building reputation and growing to a big size company one can think of these lavish ideas. Educating the consumers also helps as it gives them an understanding that you know what you do and are best at doing that.
Smart marketers are aggressive in approach [rather than passive.|Smart marketers take an aggressive, rather than passive, approach to marketing.] They provoke reader’s minds by prompting them to [do something instead of just making them knowledgeable of the product.|Rather than simply feeding their readers more information, they prompt and motivate people to take action.] Smart marketers also bring home the names, addresses and contact numbers of those people who are really interested in hiring your business by employing aggressive marketing. creating a good marketing campaign speaks a great deal concerning the company and their products and advertising gives that finishing touch to the hard work done by the marketing people in selling a product.|When a business uses a rock solid marketing campaign, it speaks volumes about the business as well as its products and services. Advertising adds the final touch on all the hard work and effort the marketing staff performs in selling the product.]
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