MARKETING AND ADVERTISING: Differences Between Marketing & Advertising

marketing and advertising
Image Credit: iStock

Marketing and advertising are two strong pillars that mold the foundation of every successful business. If you have a product or service for sale, you’d not achieve much without these two. Call them the bedrock of business success, because without them, the product quality or price will record no sales, and without sales, the business is as good as over. Oftentimes, we come across write-ups in which people use marketing and advertising interchangeably. They are different. If we’d make do with mathematical terms, one is a subset of the other. While we’ll highlight the key differences between marketing and advertising, it is paramount to first explain what each of these terms is, their strategies, and some of the jobs they offer.

What is Marketing? 

Through research and data analysis, businesses identify opportunities and maximize these opportunities to reach out to more customers and widen their target market. This is basically what marketing is all about. According to the American Marketing Association (AMA), marketing is “the activity or collection of institutions and procedures for generating, communicating, delivering, and trading offerings that have value for customers, clients, partners, and society at large, using paid media channels to advertise a business, its goods, and services is essentially a subcategory of marketing.

What is Advertising?

When it comes to advertising, it’s a means through which a business promotes its messages and brands through paid means. Advertising has the potential to increase sales when used effectively and strategically. Although it’s a one-way communication channel, it gives businesses absolute freedom in the way and manner in which they promote their business. It’s a useful tool that businesses depend on to achieve their objectives. It gives businesses the avenue to sell their products and services to a wide audience.

Differences Between Marketing and Advertising

The following are the differences between these two marketing and advertisements within a firm;

#1. Purpose

In terms of purpose, both are out to ensure a business remains profitable while satisfying customers’ needs. Marketing focuses on getting more customers through leads, maintaining brands, product development, retaining customers, managing and creating upsell and cross-sell opportunities, and so on. Advertising, on the other hand, focuses on the following: attracting first-time buyers to purchase, compelling sales with ads, shoving products into people’s faces, keeping the brand’s image strong, keeping customers happy and satisfied by increasing brand loyalty, and so on.

#2. Responsibilities

One of the differences between marketing and advertising is their responsibilities. Marketing focuses on branding, budgeting, and tracking of return on investment, marketing research and strategy development, cross-department analysis, and so on. Meanwhile, advertising focuses on research and managing creative production, media buying, pitching advertising strategies, planning, and so on.

#3. Activities

Marketing entails activities like planning, implementation, and control of a variety of actions aimed at bringing buyers and sellers together for the benefit of goods and services. Additionally, advertising is only focused on placing ads and coming up with creative ad placement across various channels. 

#4. Techniques

Another difference between marketing and advertising is the techniques used in achieving their purposes and strategies. Marketing uses techniques such as email marketing, inbound marketing, search engine optimization, content writing, and so on. Advertising also employs the following techniques: digital advertising, native advertising, billboards, traditional advertising, retail advertising, and so on.

#5. Components

In marketing, the components are geared towards accomplishing the set objective even though they function independently. Advertising on the other hand is one of the components of marketing.

#6. Concentration

Marketing considers all interactions with a brand and its target market. While advertising only focuses on customers and their relationships.

#7. Result

Marketing includes building relationships with consumers after a sale has been made and covers the entire customer experience with a company. Whereas advertising is concerned with creating interest in a company’s goods or services. Since advertising has a single focus, getting results is faster than marketing.

Marketing and Advertising Strategies

Marketing and advertising are key components that businesses integrate into their systems to boost sales and revenue. Generally, we see marketing and advertising in one context, but each functions differently with strategies that help them achieve their objectives. We will highlight these strategies but before then, let’s look a what marketing and advertisement strategies are.

What are Marketing Strategies?

Advertising strategies are blueprints for a specific advertising campaign. These strategies are centered on meeting the objectives and barriers identified during their development. Although advertising strategies are broad when broken down, they are still a subset of marketing strategies. 

What is Advertising Strategies? 

Advertising strategies are a series of actions intended to boost sales of particular goods or services, draw in new clients, and encourage current ones to make additional purchases. Generally, it’s a branch of marketing and must therefore align with overall marketing principles or goals. It is also a step-by-step plan to approach your customers and persuade them to buy your items.

Steps to Setting up Advertising Strategies

The following are proven steps on how to get the most from your advertising strategies.

#1. Determine What You Intend to Achieve With the Advert

The first step to creating great advertising strategies is determining what you intend to achieve. Even though it generally has a common goal, which is to increase sales and revenue, it’ll take a different path. Therefore, you need to ascertain the purpose of the ad strategies. Trying to run ads without a specific objective in mind may not be measurable. It may also turn out to be a total waste of money.

#2. Identify Your Target Audience

Defining your audience is as important as defining the objectives of the ad. Your ad campaign will be more effective when it has a focused target than if it is running randomly without specification. Identifying who your audience is will narrow your campaign to your audience’s demands.

#3. Determine Your Ad Budget

When determining the ad objective and audience, you need to equally determine your ad budget. To avoid spending too much or not having enough to pull off the ad. Imagine starting an ad and then not having enough to pull through—a wasted effort. Still, on budget, it doesn’t have to be extremely high to be effective. You can achieve a lot with low-budget ads too. 

#4. Selecting Media for Advertising and Deciding the Schedule

In marketing, advertising can take various forms. This means you’ll have to decide the medium you’ll use for your ad campaign. These include but are not limited to the following: print, radio, podcast, digital media, word of mouth, video, animation, graphics, emails, and so on. To get the most from your ad campaign, find out where your target audience is. And use a medium that’ll targets where your audience is.

#5. Implementation of the Advertising Program

The next step is to put your ad tactics into action with creativity. Your campaign must have a strategy that guides it. And it must be creative enough to produce the result you want.

#6. Measure the Effectiveness of Advertising 

The final step is to assess the success of your advertising plan. The return on investment you receive as a result of implementing an advertising plan will determine whether or not your advertising strategy was effective. It isn’t enough to place an ad, you must verify its effectiveness by measuring the ad performance. This will determine whether or not your advert is successful.

Types of Advertising Strategies

The following are some of the advertising strategies that businesses used in promoting their business.

#1. Seasonal Advertising

Seasonal advertising is used in two ways. The first is the seasonal period, and the second is products or services. Seasonal periods include Christmas, Thanksgiving, Halloween, summer, winter, and so on. Seasonal advertising most often costs a fortune with good returns. The best time to use this strategy is before the season start. 

#2. Social Media Advertising

This is the most in-vogue advertising strategy currently. It doubles as a means of relating with customers, not just to increase sales. Social media advertising is carried out on platforms like Facebook, Instagram, Google, YouTube, and so on. Additionally, social media advertising is cost-effective because the brand uses its handle to promote its products. 

#3. Modeling Advertising

 This is similar to social media influencers to an extent. It’s a great strategy that involves using celebrities or renowned personalities as brand ambassadors to promote the business. 

#4. Utility Advertising Strategy

In the utility advertising strategy, you promote your product by helping customers achieve their objectives.

#5. Evocation Advertising Strategy

This kind of advertising tactic draws customers’ attention by stirring up powerful feelings in them. By making an emotional connection with your audience, you can promote a positive perception of your company and its goods.

#6. Pull Advertising Strategy

This is traced to renowned brands. It’s simply a way of engraving their name on customers’ minds. It emphasizes brand identification and enduring loyalty.

#7. Push Promotion

This advertising strategy is specifically for brands that want to create awareness and increase sales. It’s more appropriate for new goods or services. Most often, it comes with other types of strategies to achieve greater results.

Jobs in Marketing and Advertising

The following are some of the jobs available in marketing and advertising strategies;

#1. Director of User Experience (UX)

The major job of the director of user experience (UX) in marketing and advertising is to comprehend how the total user experience influences the brand. Marketing expertise is a must for this position. A user experience director conducts research and analytics to make sure that customers like using a brand and its products. 

#2. Product/Brand Manager

Product or brand manager is also one of the jobs available in marketing and advertising. Generally, they are experts who combine a company’s commercial goals with efficient marketing tactics that the business can utilize to attract new clients.

#3. Marketing Research Manager

Every marketing research manager must be highly analytical to analyze the market to identify what advertising would be beneficial for a certain target demographic before monitoring that advertising to make sure it stays effective as markets shift. 

#4. E-Commerce Marketing Director

E-commerce simply means it’s an online job that applies to online stores. But hey, it comes with loads of responsibilities. This oversees the company’s brand across all online platforms as well as overseeing online activities. 

#5. Creative Director

In every organization, the creative team has a director. The director makes sure the creative team stays on track and also achieves organizational goals. Every creative director must possess strong leadership qualities in addition to people skills. 

#6. Marketing Director

 The marketing director is one of the jobs available in marketing and advertising. The director manages the marketing department and also plans the company’s marketing objectives.

Other Marketing and Advertising Jobs

The following are other examples of marketing & communication jobs;

  • Marketing and advertising director
  • Marketing and digital advertising manager
  • Digital marketing specialist
  • Marketing and advertising review specialist
  • Advertising associate
  • Creative Director
  • Marketing and advertising director
  • Director of marketing and communication

Conclusion

If increasing sales and revenue or building customer relationships is crucial to your brand, marketing, and advertising are essential tools that will help you achieve that in record time. If you also intend to build a career in either marketing or advertising, there are several jobs available

Marketing and Advertising FAQs

How can I make my advert stand out?

Make it compelling, attractive, and also catchy. Your graphics must always be top-notch. If it’s a script, make sure it carries the power to hold viewers’ attention for at least 30 seconds. 

How much should a business spend on advertising?

There’s no specific amount a business should spend on its advert. It solely depends on what you intend to achieve as well as how competitive your business is. However, so long as it’ll produce results. 

What is the best platform for advertising?

Online platforms, traditional platforms, billboards, and so on. To determine the best platform for your company, test various approaches to see which of them is more effective. To a large extent, your product and your target market will determine the platform that’ll yield more results.

  1. MARKETING SERVICES: Digital Marketing Services & Contracts
  2. Best easy advertising campaign guide (+free strategy)
  3. Close Corporation: Overview, Definition, Comparisons, Pros & Cons
  4. MASTERS IN FINANCE: 2022 Rankings, Requirements & Opportunities
0 Shares:
Leave a Reply

Your email address will not be published.

You May Also Like