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posted on:
11/12/2011 4:24:09 PM EST
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The Differences between Marketing and Advertising
internet marketing, advertising, marketing, strategies, marketing strategies
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Marketing and Advertising, although they sound similar are in reality two different animals. Advertising is but a segment of the bigger game called Marketing. Technically, Marketing encompasses complete conceptualization of a brand from research to designing to advertising to sale. Advertising, on the other hand is a component of the marketing process which is simply conveying the message through a variety of mediums to promote the product.
The easiest way to differentiate between advertising and marketing is to consider marketing as a multi-layered wedding cake. Advertising as one of the layers of that cake, or perhaps the icing. The other layers of cake are market research to determine the need 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 of selling the product for a profit and building a 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.
Advertising is of course, one of the most important components of a marketing strategy and can be rather expensive. Advertising constitutes getting the message out to the public about your company, product or services and invoking a desire on the part of the consumer to get more information or better yet buy the product. 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 activities: placing ads, deciding what media to use, what time, frequency etc. The advertisements are generally placed via mediums like television, snail mail, newspapers, the internet, emails, radio, magazines, mobile messaging, flyers, billboards etc.
As Internet Marketers, we are involved with both marketing and advertising. Although much of the early work such as the design of the product has been done for us, we have to market ourselves along with the product. It is easy to make the mistake of confusing advertising with marketing. An example of this is the
company or personal logo. Many business owners are fanatics about using the logo of their company in their advertisements thinking that the logo will simply bring in the sales. What makes a logo work is public awareness of the reputation of the company and the company’s values.
Rather than spending a lot of money on developing a logo, business owners should concentrate on branding themselves through communicating to the consumers, building relationships and delivering true value. As a good marketer, you should educate the consumers so that they have an understanding of you and have confidence in you, know what you do and that you are the best choice for them.
A great product in itself doesn't guarantee success. Great advertising along with a good marketing strategy will assure a great product's success and yours.
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 | | We really don't have a logo. We use a picture of a wheel bearing whenever we need a logo. It is out there and being seen. Customer service are a cornerstone of our business and the most important. |
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