Differences between Marketing and Advertising

August 23rd, 2008 by Biz | Posted in Advertising, Marketing - General | No Comments »

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.

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Business Ethics Problems - A Part And Parcel Of Business Organization

August 19th, 2008 by Biz | Posted in General, Management | No Comments »

One of the serious problems that businesses face these days is business ethics problems. When put simply, these problems are conflicts between the interest of a business and that of the employees/customer or the society in general.

No matter how hard the management of a business tries to set and maintain high standards of professional ethics, these conflicts do surface at some point of time or the other. One does not have to dig deep to find the reasons for these conflicts either, as they are inherent in the very nature of business.

Any person joining a job wishes to be paid as highly as possible. In contrast, cost minimization is always high on the priority list of the employer(s). An employee wishes to have the minimum work hours whereas the management is always striving to reach the peak of productivity.

When it comes to the customers, they want to have the best possible products on the least possible prices. At the same time, the manufacturer tries to produce an item at the lowest possible cost and put as high a price as possible.

The society expects the corporate world to bear their social responsibilities - being environment conscious, making investments in sports and education, maintaining clean surroundings, etc. For a business entity all these will mean additional expenditure.

The million dollar question, in the face of all these demands, is how do you overcome this situation, if at all these can be overcome?

The answer lies in ‘balance’. No one can argue with the fact that businesses are established to maximize returns for its owner(s) and, in some cases, shareholders. Still, the business establishments can achieve this goal while behaving ethically - helping its employees, giving to the customers’ products worth their money and serving the community in general.

By following ethical norms and investing in social sectors, the business will earn the respect and confidence of the customer. This way the business may not make fast bucks or what is termed ‘go for kill’ but the results will start to show with time. In long term, it will be a boon for the brand and will enable the business to get to high profitability rates.

Similarly, if a business takes care of its employees, it will have happier and more productive workers. This, in turn, will make very positive effect on the productivity of the company.

If a business takes care to reduce waste, encourage recycling and preserving energy, it will not only aid the environment but will also help itself. Using these means, a considerable amount can be saved which can then be put to better use.

There is no denying that even a responsible business outfit will face business ethics problems. However, they can be countered using business ethics acumen and insight.

About the Author

Kip D Goldhammer owns and operates http://www.businessethicseducation.com Business Ethics

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