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Differences between promoting and Advertising

December 2nd, 2009

Marketing and Advertising, although they sound similar but in fact they are not. Advertising is only a part of the bigger game called promoting. Promoting includes complete conceptualization of a brand right from research to planning to advertising to sale. Advertising, on the other hand is an element of the selling process which is nothing but conveying the message through range of mediums to promote the product.

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

easiest method to set apart advertising from marketing is to think about 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 coming up with, media planning, PR, product pricing, purchaser satisfaction, client support, sales and many more. All [of ]these components 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. Promoting is a marathon process involving many jobs that involve hours sometimes days of analysis. The analysis part of marketing takes the longest duration as it involves totally understanding the behaviour of people towards a product. Designing the product and developing advertising technique 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 consumers and the company.

But many companies often make mistake of confusing advertising with selling. They attempt to ape massive firms like Coke and Pepsi in advertising but they simply pay no attention to the work that goes behind that. The classical example of this is, take the case of logo as an example. Many business owners are so hysteric about the trademark of their company in their advertisements that they suspect that it’ll 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 really 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 nonessential money on branding your product one should invest cash and time in communicating to the consumers that they can address their expectations. After building reputation and growing to a large size company one can think about these lavish concepts. Teaching the customers 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 incite 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 curious about hiring your company by employing assertive promoting. Thus having a good marketing campaign speaks a lot about the company and their products and advertising gives that crowning glory to the difficult work done by the promoting folks in selling a product.

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