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Marketing and Advertising, although they sound similar but in reality they aren’t.  Advertising is only a part of the bigger game called selling.  Promoting includes complete conceptualization of a brand right from research to planning to advertising to sale.  Advertising, on the other hand is a component of the marketing process which is nothing apart from conveying the message thru spread or mediums to promote the product.

Advertising is one of the most vital component of a promotional strategy and also the costliest.  Advertising constitutes sending the message across the [general ]public about your company, product or services.  It also constitutes in the background work like the method involving formation of various techniques and coming up with a right one to target the viewers.  The technique is composed of planning things like placing adverts, deciding what media to use, what time, frequency and so on.  The advertisements are generally placed through mediums like TV, snail mail, paperspapers, Internet, emails, radio, mag[azine]s, mobile messaging, flyers, poster advertisements etc .  The hottest one is of course television though advertising on web is getting increasingly popular too.

simplest way to set apart advertising from marketing is to consider marketing as a cake and if you cut the cake, advertising as one of the pieces of that cake.  The other pieces of cake are market research of the product, product designing, media planning, PR, product pricing, customer satisfaction, shopper support, sales and many more.  All [of ]these elements or pieces of cake should work independently but collectively in realizing the bigger goal i.e.  Sell product and build company’s reputation in the market.  Selling is a marathon process involving many jobs that involve hours sometimes days of analysis.  The analysis part of selling takes the longest duration as it involves thoroughly understanding the behavior of people towards a product.  Designing the product and developing advertising system is also a time intensive process.  Only elements that take less time are executing advertisements and sales.  Promoting may also be perceived as a medium between clients and the company.

But many corporations often make mistake of confusing advertising with marketing.  They try to ape big corporations like Coke and Pepsi in advertising but they just pay no attention to the work that goes behind that.  The classical example of this is, take the case of logo for instance.  Many business owners are so raving about the trademark of their company in their ads that they suspect that it’ll simply bring in the sales.  But what makes a symbol works is the reputation of the company and the emblem must have a feeling to it and should truly reflect company’s values.  One should also remember that these firms spend fortunes on advertising which a new start up business can’t.  Rather than spending unnecessary money on branding your product one should invest cash and time in communicating to the consumers that they can address their expectancies.  After building reputation and growing to a big size company one can think about these lavish ideas.  Teaching the consumers also helps as it will give them an understanding that you know what you do and are best at doing that.

Smart marketers are assertive in approach rather than passive.  They provoke reader’s minds by prompting them to do something instead of just making them well informed of the product.  Smart marketers also bring [back ]home the names, addresses and contact numbers of people that are truly interested by hiring your company by employing assertive marketing.  Therefore having a good promotional campaign speaks a lot about the company and their products and advertising gives that finishing touch to the hard work done by the marketing folks in selling a product.

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