CM&A Consulting, LLC
There is a Difference between Marketing and Advertising!
By Ron “Cat” Mason
Founder and CEO of CM&A Consulting, LLC
Marketing and advertising are completely different entities! According to the Webster Dictionary, Marketing is; “The business activity of presenting products or services in such a way as to make them desirable.” Advertising is; “The public promotion of something such as a product, service, business, or event in order to attract or increase interest in it.”
Marketing is meant to persuade, whereas advertising is made for a call to action. Advertising allows the sales strategy to sell a product or service that first and foremost fulfills consumers' wants and needs. When the customer’s wants and needs are fulfilled then the profits follow.
Marketing is broken down into several components they are; market research, advertising, media planning, public relations, distribution, customer support, sales strategy, product pricing, and feedback from customers. Marketing keeps you in the mindshare of customers so as to keep them coming back for your product or service.
Marketing should support advertising in order for it to be more effective. Primarily marketing, if done correctly, will generate sales leads. Marketing’s purpose is to create an identity so prospective customers will want to buy your product or use your services. Marketing 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 business and consumer.
Knowing the difference between marketing and advertising lets businesses become and stay successful. Effective marketing will generate new customers by making them aware of your business. Marketing is not an overnight activity; it takes time and can involve in-depth research for a marketing plan to be utilized effectively. Advertising is just one component of marketing, the purpose of advertising is to increase sales, and is the biggest expense of a marketing plan.
Think of marketing as whatever an organization does to make it possible for an exchange of product or services between a company and their consumers. Marketing is meant to persuade, whereas advertising is made to encourage immediate action from the consumer.
Marketing to your target market month after month keeps the business in front of existing and future clients!
Without marketing, there would be no business, and advertising is just one of the marketing tools used to generate business. Marketing and advertising need to work hand in hand to be effective in reaching and getting customers to be proactive in buying a product or service. Another way to help distinguish between marketing and advertising is this; marketing consists of planning a marketing strategy and the correct steps in implementing the strategy.
Marketing should support advertising in order for it to be more effective. Advertising allows the sales strategy to sell a product or service that first and foremost fulfills consumers' wants and needs. When the customer’s wants and needs are fulfilled then the profits follow.
Advertising’s job is to let the consumer know about your business’s product or service that will generate a call to action. This involves creating ads, the placement of these ads along with the frequency of these ads. Most common venues for advertising include; newspapers, incorporating direct mailings, running ads on other mediums such as television, radio, and obviously the internet. Implementation of a marketing plan needs to be done on a consistent basis, only 1-3% of the population at any given time is interested in buying a product or a service. Marketing frequency is the only way for a business to stay in the customer’s mindshare. Continuous contact of potential customers through advertising cannot be done for the short term.
Advertising is the story that is told about a product or service that will attract the attention of consumers and encourage the consumer to act. By understanding the differences between marketing and advertising, businesses will have the knowledge to acquire the mindshare of past and future clients. ©
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