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Differences Between
Marketing
and Advertising |
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Differences Between Marketing and
Advertising
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 complete conceptualization of a brand right from
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 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
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 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 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 in achieving the bigger goal
i.e. sell product and build 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 takes the longest duration as it involves
thoroughly understanding the behavior of people towards a
product. Designing the product and developing advertising
strategy is also a time consuming process. Only components
that take less time are executing advertisements and sales.
Marketing can also be perceived as a medium between consumers
and the company.
But many companies often make mistake of
confusing advertising with marketing. They try to ape big
companies like Coke and Pepsi in advertising but they simply
ignore the work that goes behind that. 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 works is none other than
the reputation of the company and the logo must have a feeling
to it and should truly reflect company’s values. 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
they can 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 will
give them an understanding that you know what you do and are
best at doing that.
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. Smart marketers also bring home
the names, addresses and contact numbers of people who are
really interested in hiring your company by employing
aggressive marketing. 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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