Promoting and Advertising, though they sound similar but in fact they’re not. Advertising is only a part of the bigger game called promoting. Promoting includes complete conceptualization of a brand right from research to planning to advertising to sale. Advertising, on the other hand is a component of the marketing process which is nothing but conveying the message thru range of mediums to market the product.
Advertising is one of the most vital component of a promotional 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 curtain work like the process involving formation of assorted techniques and coming up with a right one to target the spectators. The method is composed of planning stuff like placing adverts, deciding what media to use, what time, frequency for example. The adverts are generally placed through mediums like TV, snail mail, paperspapers, net, emails, radio, mag[azine]s, mobile messaging, flyers, billboards for example. The hottest one is of course TV although advertising on web is increasingly becoming popular too.
easiest method to distinguish advertising from promoting is to think about 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, shopper support, sales and plenty more. All [of ]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. Promoting is a marathon process involving many jobs that involve hours often days of analysis. The analysis part of selling takes the longest duration as it involves completely understanding the behavior of people towards a product. Coming up with the product and developing advertising system is also a time consuming process. Only components that take less time are executing adverts and sales. Marketing may also be perceived as a medium between shoppers and the company.
But many companies often make mistake of confusing advertising with promoting. They attempt to ape big corporations like Coke and Pepsi in advertising but they simply pay no attention to 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 advertisements that they think that it’ll simply bring in the sales. But what makes a brand works is none other than the reputation of the company and the trademark must have a feeling to it and should truly reflect company’s values. One should also remember that these firms spend fortunes on advertising which a new start up business can’t. Rather than spending unnecessary cash on branding your product one should invest money and time in communicating to the consumers that they can address their expectancies. After building reputation and growing to a large size company one can think about these lavish ideas. Teaching 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 instead of just making them well informed of the product. Smart marketers also bring [back ]home the names, addresses and contact numbers of folks that are really curious about hiring your company by employing assertive selling. 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 folks in selling a product.
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