Many business owners struggle with the difference between marketing and advertising. Understanding the difference is particularly important and can put your business on the path to substantial growth.
The following definitions are a good starting point
Advertising: Advertising is the promotion by a business of its products to existing and potential customers. The goal of advertising is to create awareness and stimulate buying activity of existing products and services. Advertising explains WHY customers need a particular product or service, how it will benefit their lives and how to get it.
Marketing: Marketing is the systematic planning, implementation, and control of a process, bringing buyers and sellers together for mutual benefit. Good marketing is about relationship. Once a consumer relates products and services with your overall business name, image and style, then you have a successful marketing strategy.
After reading both of the definitions, the difference may still be confusing, so let’s break it down a bit more.
Advertising is a single component of the marketing process. It’s the part that involves getting the word out concerning the products, or services you are offering.
It involves the process of developing appropriate 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.
Marketing is about building long term relationships. Marketing involves building relationships with customers and strengthening their overall customer satisfaction. Marketing takes a long term view and delivers a consistent message over time.
Whilst advertising looks for more immediate responses, marketing seeks to help customers and potential customers identify with your brand, your products and your services on a more personal level.
Advertising is an essential ingredient of your marketing, but marketing is the entire recipe.
When your advertising fits in with your marketing strategy, you have a much higher chances of a successful ad campaign.