Marketing and Advertising, 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 and design to advertising and sale. Advertising, on the other hand, is a component of the marketing process which conveys the message through a variety of mediums to promote the product.
Advertising is one of the most important components of a marketing strategy and also the most expensive. Advertising constitutes sending the message to 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. Advertising on internet is becoming increasingly popular.
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, in achieving the bigger goal. The goal is to 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 takes the longest duration as it involves thoroughly understanding the behavior of people towards a product. Designing the product and developing an advertising strategy is also a time consuming process. The only components that take less time are executing advertisements and sales. Marketing is a bridge between consumers and the company.
But, many companies often make the 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 leads up to it. Take the case of a company logo for instance; it is the classical example of this. Many business owners are so hysterical about the logo of their company in their advertisements that they think it will simply bring in the sales. But, what makes a logo work is none other than the reputation of the company. The logo must have a feeling to it and should truly reflect company’s values. Also, one should remember that these companies spend fortunes on advertising.
Typically, a new start up business doesn’t have the capital to follow this route. Rather than spending unnecessary money on branding your product, one should invest money and time in communicating to the consumers how the company meets the customer’s expectations. After building reputation and growing to an established 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.