Marketing and Advertising, although they sound similar, in reality are not. Advertising is only a part of the bigger game called Marketing. Marketing encompasses complete conceptualization of a brand beginning with research, to designing to advertising to sale. Advertising, on the other hand is a component of the marketing process which is conveying the message through a variety of mediums to promote the product.
Advertising is one of the most important components of a marketing strategy and can also be the most expensive. Advertising constitutes sending the message through a variety of means – sharing about your company, product or services. It also constitutes behind the scenes work like the process involving formation of various strategies and coming up with a right one to target the viewers. The strategy consists of planning things like placing ads, deciding what media to use, what time, frequency etc. The advertisements are generally placed via ad channels like television, snail mail, newspapers, internet, emails, radio, magazines, mobile messaging, flyers, billboards etc.
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. All these components or pieces of cake should work independently but collectively to achieve the bigger goal i.e. sell product and build the company’s reputation in the market. Marketing is a marathon process involving many tasks that involve hours sometimes days of research. The research part of marketing requires the most time as it involves thoroughly understanding the demographic, the behavior of people towards a product. Designing the product and developing an advertising strategy is also a time consuming process. Executing those advertisements and sales typically take the least amount of time. Marketing can also be perceived as a medium between consumers and the company.
Companies often make the mistake of confusing advertising with marketing. Take, for example creating a logo. Many business owners are so hyper-active about the logo of their company in their advertisements that they think it should bring in the sales. But what makes a logo work is the reputation of the company. A good logo must have a feeling that consumers understand and should truly reflect company’s values. One should also remember that these companies spend more on advertising than a new start-up business can’t. Rather than spending unnecessary money on branding your product, consider investing money and time in communicating to the consumers what your company product can do for them.
Smart marketers provoke their target audience to action. Smart marketers also bring home the names, addresses and contact numbers of people who are genuinely interested in your company’s products and services. Having a good marketing campaign speaks a lot about the company and their products and advertising provides the venue to convey the work done by the marketing people in selling a product.