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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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Exploiting online distributions methods to push products is commonly known as digital marketing.  This approach is both ergonomic and inexpensive.  Digital selling is done thru items like cell [tele]phones, SMS, MMS, instant messaging, websites, emails, banner announcement and digital billboards.

Digital selling involves some of the systems of direct promoting and internet marketing.  In digital marketing traditional techniques of promotions are executed digitally.  It involves selling in two forms, pull and push.

Pull digital promoting requires the user to drag or remove the content at once.  The client has to approach the promotional matter and see the problem by himself.  Examples are internet sites, forums and web logs.  All [of ]these require clicking on a URL in order to view the content.  The content that’s being displayed doesn’t have to follow any laws.  Effort is required to only show the content on the website or forum and there is no extra value of sending the info to the shopper, but the consumer has to make the extra effort of reaching to the content .The consumer doesn’t have to opt-in for such sort of promotion and one message is being viewed by all and it may not be personalized.  The consumers who see the content can’t be traced, although the click through rate can be considered which give details about the number of clicks the message received.  This is be done by enabling the click though tracking during the campaign, which records the info.

Push digital promoting technologies requires the effort of both the marketer and the client.  The marketer has to push or send the content to the customer and the buyer has to make more of an effort of receiving it.  This is a very effective sort of promoting and the investments surely earn an enormous return as it creates brand recognition.  SMS, MMS, emails, RSS podcasting are examples of push digital promoting.  Since the content is sent to people, it can be customized according to the intended recipient.  Whether the message has been opened and viewed by the buyer or deleted it can be tracked and reported.  Info[rmation] related to the shopper like name, geographical location may be traced.  But when sending this king of message, certain standards should be met as the SMS and emails sent are monitored.  If the marketer doesn’t follow the rules and regulations correctly, there is a possibility of messages getting refused and blocked, before they reach the centered audience and the message is thought to be spam.  Bigger implications involve marketers getting blacklisted temporarily or even forever.  The number would be blocked and they won’t be ready to send any messages at all .  Messages sent to the RSS feeders require a mechanism with an application to reach, when sent by an e-mail promotion system.

Both forms of digital selling should be used in consonance to realize good results.  A smart marketer sends out emails along with SMS and uses multiple channels to market his products.  The sort of messages being sent should also be different from one another.  They should not only be text, but animations, audios and videos.  There’s a chance of using pull and push message technologies in conjunction like the email sent to a possible client can have a URL or a banner ad, which on clicking downloads info[rmation].  If there’s massive set to be reached via email, e-mail service suppliers can be employed who sends tons of emails to the clients for the marketer and they take measures so th[at th]e messages aren’t thought about as spam.

though lots of the selling is opt-in, Fed. laws,eg CAN SPAM Act, have been passed to defend the patrons from underhand marketers who would go to any extent to push their products or hackers or spammers who have a bad desire i.e.  Like harming the computer or installing adware, spyware on people’s's computers.

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For any corporation it is critical to form a distinct image in the market.  This is commonly known as company Image which distinguishes the concern from its rivals and provides an image of it to the [general ]public.  It depicts the guidelines, principles, productivity of the company.  This image is responsible for increasing the sales of the product and to gain brand equity.  Company image creation is an energetic and time consuming process and is carried out by pros qualifying in perception management.  Essentially, the creation involves marketing experts who used varied categories of promotion strategies and public relations.  Since this image is aimed at attract the customers it should be highly appealing.  Besides the promoting experts critics play a vital role too.

The name of the company and its catch line should reflect its belief like Wal-Mart, which announces that it sells for less.  A logo should also be designed accordingly .  Like the concern FedEx has an arrow incorporated in its logo which shows its fast and efficient service.  Once the image is formed by the corporation the very next step is advertising and product distribution in the market.  Like if the establishment creates luxury products, they should rope in important players in the advertising experts and the models to be featured in these adverts should be super stars.  Likewise, they should not distribute their products to every other store ; instead they should target more hi-fi malls.  Time to time, advertising and branding budget should be reviewed to cut back on cost and to be in-sync with the technology.  This also assists in revamping the company image according to the fast changing demands of the customer.

Testimonies of news papers, mag[azine]s, and labor union can go to pot a well-created corporate image.  Simplest of controversies can be exaggerated by the media and spoil the name of the company.  Controversies are born by the interference of organizations related to environment, religion, crime, politics, education and charity.  Government, too, is another potent and influential organization by itself.

Once the corporate image is formed, it should be retained.  It should not be like here today and gone tomorrow.  This image should be mirrored in all the brands and product line of the establishment.  Even if one of the products isn’t up to the mark, it will lead to perplexity among the consumers and will hit the sales of the company.  Like lately there was furore about a particular contact lens solution of a company.  It was supposed to be infecting the users with a rare disease.  This not only influenced the sales cash of that particular product but also made the customers think and raise question about the validity of other products of that particular company.

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