Differences between Marketing and Advertising
Marketing and Advertising, although they sound like similar terms, in reality they are not. Advertising is only a part of the bigger game called Marketing. Marketing encompasses complete conceptualization of a brand right from research to designing to advertising to sale. Advertising, on the other hand is a component of the marketing process which is nothing but conveying the message through variety of mediums to promote the product.
Advertising is one of the most important component of a marketing strategy and also the most expensive. Advertising constitutes sending the message across the public about your company, product or services. It also constitutes behind the scenes work like the process involving formation of various strategies and coming up with a right one to target the viewers. The strategy consists of planning things like placing ads, deciding what media to use, what time, frequency etc. The advertisements are generally placed via mediums like television, snail mail, newspapers, internet, emails, radio, magazines, mobile messaging, flyers, billboards etc. The most popular one is of course television although advertising on internet is becoming increasingly popular too.
The easiest way to differentiate advertising from marketing is to consider marketing as a whole cake and if you cut the cake, advertising is one of the slices of that cake. The other pieces of cake are market research of the product, product designing, media planning, PR, product pricing, customer satisfaction, customer support, sales and many more. All these components or pieces of cake should work independently but collectively in achieving the bigger goal i.e. sell product and build company’s reputation in the market.
Marketing is a marathon process involving many tasks that involve hours and sometimes days of research. The research part of marketing takes the longest duration as it involves thoroughly understanding the behavior of people towards a product. Designing the product and developing advertising strategy is also a time consuming process. Only components that take less time are executing advertisements and sales. Marketing can also be perceived as a medium between consumers and the company.
Many companies often make mistake of confusing advertising with marketing. They try to ape big companies like Coke and Pepsi in advertising but they simply ignore the work that goes behind that. The classical example of this is, take the case of logo for instance. Many business owners are so hysterical about the logo of their company in their advertisements that they think that it will simply bring in the sales. But what makes a logo works is none other than the reputation of the company and the logo must have a feeling to it and should truly reflect company’s values.
One should also remember that these companies spend fortunes on advertising which a new start up business can’t. Rather than spending unnecessary money on branding your product one should invest money and time in communicating to the consumers that they can address their expectations. After building reputation and growing to a big size company one can think of these lavish ideas. Educating 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 aggressive in approach rather than passive. They provoke reader’s minds by prompting them to do something rather than just making them knowledgeable of the product.
Smart marketers also bring home the names, addresses and contact numbers of people who are really interested in hiring your company by employing aggressive marketing. Thus having a good marketing campaign speaks a lot about the company and their products and advertising gives that finishing touch to the hard work done by the marketing people in selling a product.
About the Author
Terry Detty knows that with Search Engine Submission US and Search Engine Submission India, his websites will rank higher in the search engines.
Creating Killer Headlines
by David Seitz
Having trouble creating ads that pull? Fear not, with a little smart thinking you will be on your way to writing killer headlines.
Pick up a few back issues of your favorite newspaper, magazine, periodical, etc. and take notice of the advertising sections. Take note of which ads appear most often and repeatedly. Notice the headlines? I bet some are similar and contain at least one of the following words:
FREE, NOW, HURRY, LIMITED TIME, HOW TO, YOUR
These are powerful words to use in your marketing. Do you know why ads all over contain one or more of these powerful words? Because they stop readers in their tracks, they create a reaction, simply put, they SELL!
Use them in all your headlines and watch the response to your marketing. I bet you’ll be in for a surprise. It’s not hard to create killer headlines just fill in the blanks.
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* QUICKLY boost YOUR sales with a FREE ______
* LEARN HOW TO INCREASE YOUR SALES WITH OUR FREE _____
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Get the idea, try writing a page full of headlines, walk away take a break then go back and revise the ones you like. Show a few of your friends, associates, partners, etc. Narrow it down to 5 and start testing them. The ones that work? Don’t touch! You just created a killer headline. Work it until it runs dry, if it’s really killer you may find you can use it week after week and generate similar results.
The reason you see the same ads over and over is due to the simple fact that “THEY ARE WORKING”!
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David Seitz is a Graphic/Web design specialist out of the Wilkes Barre/Scranton area of northeast, PA. Specializing in web graphics, navigation and Internet marketing. Publisher of the free Helping Hand Internet Marketing Newsletter, committed to helping you succeed online with little or no cost. If you would like to learn more about David you may visit a custom online digital portfolio at http://www.wyomingvalley.com/webdesign/.
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