ADVERTISING VS MARKETING
Advertising is just one
component, or subset, of marketing. Public relations, media planning,
product pricing and distribution, sales strategy, customer support, market
research and community involvement are all parts of comprehensive marketing
efforts.
You will often find that many
people confuse marketing with advertising or vice versa. While both components
are important they are very different.
Let's start off by reviewing
the formal definitions of each and then I'll go into the explanation of how marketing
and advertising differ from one another:
What is Advertising:
The paid, public, non-personal
announcement of a persuasive message by an identified sponsor; the non-personal
presentation or promotion by a firm of its products to its existing and
potential customers.
What is Marketing:
The systematic planning,
implementation and control of a mix of business activities intended to bring
together buyers and sellers for the mutually advantageous exchange or transfer
of products.
After reading both of the
definitions it is easy to understand how the difference can be confusing to the
point that people think of them as one-in-the same, so let's break it down a
bit.
Advertising is a single
component of the marketing process. It's
the part that involves getting the word out concerning your business, product,
or the services you are offering. It involves the process of developing
strategies such as ad placement, frequency, etc. Advertising includes
the placement of an ad in such mediums as newspapers, direct mail, billboards,
television, radio, and of course the Internet.
Advertising is the largest
expense of most marketing plans, with public relations following in a close
second and market research not falling far behind.
The best way to distinguish
between advertising and marketing is to think of marketing as a pie, inside
that pie you have slices of advertising, market research, media planning,
public relations, product pricing, distribution, customer support, sales
strategy, and community involvement.
Advertising only equals one
piece of the pie in the strategy. All of these elements must not only work
independently but they also must work together towards the bigger goal.
Marketing is a process that takes time and can involve hours of research for a
marketing plan to be effective. Think of marketing as everything that an
organization does to facilitate an exchange between company and consumer.
Credit to : Laura Lake
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