Oct
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Difference Between Marketing And Advertising
October 5, 2008 |
Marketing and Advertising, although they sound similar but in reality they are not.
Advertising is only a part of the bigger game called Marketing. Marketing encompasses everything from conceptualization of a brand right through to research, to designing, to advertising, to sale.
Advertising, on the other hand is a component of the marketing process which is nothing but conveying the message through variety of mediums to promote the product.
Advertising is one of the most important component of a marketing strategy and also the most expensive. Advertising basically is sending the message across to the public about your company, product or services. It also has a lot of behind the scenes work like the process of coming up with various strategies that will target the right viewers you are trying to capture.
The strategies should consist of planning things like 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 popular one is of course television although advertising on internet is becoming increasingly popular too.
Easiest way to differentiate advertising from marketing is to consider marketing as a pizza and if you slice the pizza, advertising would be one of the slices of that pizza. The other slices of pizza are market research of the product, product designing, media planning, PR, product pricing, customer satisfaction, customer support, sales and many more.
All these components or slices of pizz should work independently but collectively in achieving the bigger goal i.e. sell product and build company’s reputation in the market.
Marketing is a ongoing process involving many tasks that involve hours sometimes days of research. The research part of marketing takes the longest duration as it involves thoroughly understanding the behavior of people towards a product. Designing the product and developing advertising strategies are also very time consuming processes.
Many companies often make the mistake of confusing advertising with marketing. They try to copy big companies like Coke and Pepsi in advertising but they simply ignore the work that goes into making those companies who they are.
The classical example of this is, take the case of logo for instance. Many business owners are so hysterical about the logo of their company in their advertisements that they think that it will simply bring in the sales. But what makes a logo work is the reputation of the company and the trust people put into that company.
One should also remember that these companies spend fortunes on advertising which a new start up business can’t. Rather than spending unnecessary money on branding your product one should invest money and time in communicating to the consumers that you can address their expectations and that you are going to be a reliable company they can trust.
Smart marketers are aggressive in approach rather than passive. They provoke reader’s minds by prompting them to do something rather than just making them knowledgeable of the product.
Thus having a good marketing campaign speaks a lot about the company and their products and advertising gives that finishing touch to the hard work done by the marketing people in selling a product.
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