Marketing and advertising are two areas where there is a clear distinction between the goals of each. Marketing is profitably utilized by individuals with the intention of selling a product, or at least the hope of selling a product, to a single person for a one time, or more likely, a long period of time. In recent times, The New York Times has defined it as “the skill of telling tales so fascinating that people forget all about their wallets.” While marketing is meant to increase sales, advertising is designed to promote a business’s visibility in the marketplace. Whether it is used to attract new customers, build brand recognition, communicate a company’s message to the marketplace, or raise awareness about a current issue, the techniques that are used are all determined by the objectives of each area.
There are essentially three main marketing approaches: selling, public relations, and digital products. When speaking of marketing, some professionals refer to it as the process of building “marketplace presence,” while others view it as a set of strategies or tactics used to “promote” a product or service. For example, when a business sells a digital product, the business would use marketing strategies in order to position the product in a visible niche, increase its visibility in search results for specific keywords, and increase consumer awareness of the product. On the other hand, when a business uses public relations as a marketing strategy, this strategy is usually used to “shape” consumers’ attitudes and opinions of the product or services in question. For instance, an insurance firm may use public relations campaigns in order to “reassure” potential customers of the product’s safety, reliability, and dependability.
Today, marketing is often divided into discrete chunks, such as the internet marketing, pay per click marketing, digital products marketing, and offline marketing. However, in order to understand the difference between marketing and advertising, one needs to go a little deeper. Marketing is an approach used to attract new customers, while advertising is a campaign that tells consumers about a product. When you begin to explore the world of marketing and advertising, the following are some interesting pointers that can help you better understand this growing marketing field.
Marketing and Advertising typically utilize the medium of print, television, film, and internet. However, marketing and advertising differ because it takes into account not only the mediums but also the viewer, the target audience, and the message that the company wishes to convey. Therefore, while film, television, and print ads are meant to inform and entertain the audience, advertising is meant to convince and captivate the customer needs. In fact, this is why the term advertising is usually applied to hybrid forms of communication, such as websites, emails, billboards, logos, and commercials. Marketing and advertising thus focus on the customer needs, which are communicated through a combination of mediums.
The second stage of marketing and advertising involves the creation of a business strategy. This includes defining the product or service you intend to sell, developing the distribution model that works best for your business, creating a unique identity for your company, and determining a consumer strategy. The business strategy primarily represents your goals and the direction in which you want your product or service to go.
The third stage of marketing involves the development of the advertising and marketing mix. This is what effectively implements the strategies you have identified and implemented. The mix includes creative and technical components such as graphics, copywriting, imagery, and audio or video content. Ad copywriting includes the style and language in which you present the products or services, and the tone with which you communicate the message of the company to the target audience.