Advertising and Marketing
So, here are the definitions of both as given by the Chartered Institute of Marketing:
‘Advertising is the promotion of a product, service, or message by an identified sponsor using paid-for media.’ Whereas ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably’
Advertising is only one of the tools available for a company to implement its marketing strategy, and in isolation cannot work miracles. Marketing drives the strategy for overall communication – not the other way round!
Furthermore, its only one part of the marketing mix, to be integrated with the other elements; Marketing is often confused with Advertising, when in fact Advertising is one part of the marketing process, adding to the cumulative effect of a targeted product range, distribution, PR, sales promotion.
Advertising uses national and local newspapers, TV, magazines, trade journals, outdoor media, sponsorship and online media to carry paid adverts about the company and its products/services.
Once a strategic Marketing plan is formulated then a decision is required on how best to reach that targeted potential customer base with the budget that has been set. An integrated communication plan should be the result of careful consideration, analysis and planning and means that there is a highly coordinated strategy that ensures the most cost-effective marketing communication methods.
Our experience shows however that Advertising is an excellent tool to build a brand or message(s) over the long-term but this requires investment. Advertising can also be use for quick-wins for example such as making customers aware of the launch of a new product and availability or special price/offers. However to ensure that quantifiable and measurable objectives can be met, within the overall strategic marketing plan, a longer term view is imperative.
Advertising is used to create short-term leads. However advertising is seen as too vague in its effect on the business because of the absence of a coherent marketing plan. Many commercial managers are disappointed because the volume, quality and cost of attaining these leads. However, a successful marketing plan should define both the commercial and creative direction of the Company, and avoid this becoming a problem area.
If this sounds familiar then contact our marketing consultancy to help your company to explore a more profitable way.
Our marketing consultancy will make your company brand stand out from the crowd and get the right message to the right customer at the right time.
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Posted in: Marketing & PR Help - Descriptions