The difference between marketing and advertising

Business owners who are eager to get their company up and running are often confused about the difference between marketing and advertising. Worse yet, they make the mistake of thinking that they are both the same. If you are trying to successfully market a product or service, it is imperative to understand the difference between the two entities. It can be confusing to see the differences, even after reading definitions. This is why it is so important to study the nuances of each aspect of the business.However, once you understand the differences and have done the right amount of market research, you are much more likely to position your company, in a successful marketing position. Here is what you need to know about the difference between marketing and advertising-

- Advertising-This is the method by which a company sends out their message. Advertising is differentiated by the fact that the message is public, and non-personal, and also paid for the sponsoring company. The message is used to attract the interest of both potential and existing companies.The main difference between advertising and marketing is that advertising is part of the entire marketing process. Advertising is the function by which you are getting your marketing message out to your customers. You use advertising as the vehicle to deliver your marketing message, and let your customers know about your business, and the products and services, you can offer them. Advertising also involves the process of developing the right placement strategy, including but not limited to: where the ads are placed, how often they are placed and the message that they deliver. Advertising can be done online, or by the use of: newspaper ads, direct mail, billboards, T.V., and radio. Advertising is the often the most recognized part of any business' marketing strategy. It is interesting to note that advertising is most often the largest expense, of any business marketing plan. Studies of business marketing plans show that public relations comes second, with market research coming in as the third highest marketing cost.
- Marketing-This is the mix of business activities that include but is not limited to: the planning, implementation and control of the message that is sent out to potential and existing companies. Any activity whether paid or not paid for, comes under the category of marketing if is it intended to bring buyers and seller together, to effect the exchange or transfer of products or services.Many people find it easier to distinguish between marketing and advertising by thinking of it as a pie. The slices of the pie can include: advertising, market research, sales strategies, media planning, public relations, pricing strategies, distribution and customer support. There may also be involvement by the community within your marketing strategy. This means that advertising is only one piece of the pie, within the entire marketing strategy. Each of these elements will need to be able to work together, in a cohesive way in order to successfully market your business and its product or services.It is important to realize marketing can take a significant of time and effort. You need to resolve to spend both the time and money that is necessary, to do effective marketing research. Understand that you are designing the vehicle that will in large part determine how successful your company will be in the long term.
Once you have gained knowledge of the differences between advertising and marketing, you can take the necessary steps to position your company, and its products and services. By developing a well thought and well written marketing plan, you can incorporate advertising as an effective part of your overall marketing plan.