Marketing and Advertising, though they sound similar but in truth they aren’t. Advertising is only a part of the bigger game called selling. Marketing embodies complete conceptualization of a brand right from research to planning to advertising to sale. Advertising, on the other hand is a part of the marketing process which is nothing apart from conveying the message thru variety of mediums to promote the product.
Advertising is one of the most vital part of a marketing strategy and also the most costly. Advertising constitutes sending the message across the [general ]public about your company, product or services. It also constitutes behind the scenes work like the process concerning formation of numerous strategies and coming up with a right one to target the viewers. The strategy consists of planning things like placing adverts, deciding what media to use, what time, frequency for example. The advertisements are generally placed through mediums like television, snail mail, newspapers, web, emails, radio, mag[azine]s, mobile messaging, flyers, billboards and so on. The most popular one is naturally TV although advertising on Internet is increasingly becoming popular too.
simplest way to differentiate advertising from promoting is to think about selling 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 planning, media planning, PR, product pricing, buyer satisfaction, client support, sales and lots more. All [of ]these parts or pieces of cake should work independently but collectively in reaching the bigger goal i.e. Sell product and build company’s reputation in the market. Promoting is a marathon process involving many tasks that involve hours sometimes days of analysis. The study part of marketing takes the longest duration as it involves totally understanding the behaviour of folk towards a product. Designing the product and developing advertising system is also a time intensive process. Only elements that take less time are executing advertisements and sales. Selling can also be perceived as a medium between consumers and the company.
But many corporations often make mistake of confusing advertising with promoting. They try to ape huge companies like Coke and Pepsi in advertising but they simply forget the work that goes behind that. The classical example of this is, take the case of logo for example. Many entrepreneurs are so hysterical about the logo of their company in their ads that they believe that it will simply bring in the sales. But what makes a symbol works is none other than the reputation of the company and the emblem must have a feeling to it and should truly reflect company’s values. One should also remember that these corporations spend fortunes on advertising which a new start up business can’t. Rather than spending unnecessary money on branding your product one should invest cash and time in communicating to the buyers that they can address their expectancies. After building reputation and growing to a big size company one can think of these lavish ideas. Teaching the buyers also helps as it’ll give them an understanding that you know what you do and are best at doing that.
Smart marketers are assertive in approach rather than passive. They provoke reader’s minds by prompting them to do something instead of just making them knowledgeable of the product. Smart marketers also bring [back ]home the names, addresses and contact numbers of people who are really interested by hiring your company by employing assertive promoting. So having a good marketing program speaks a lot about the company and their products and advertising gives that crowning glory to the tough work done by the marketing folk in selling a product.
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