The Difference Between Advertising & Marketing
Kathleen Micken, assistant professor of marketing for the Gabelli School of Business at Roger Williams University, says: “Marketing might be defined as everything an organization does to facilitate an exchange between itself and its customers/clients. Advertising is just one of many marketing activities.”
Marketing includes advertising, public relations, media planning, market research, product pricing and distribution and community involvement.
All marketing elements must work independently, as well as interdependently.
Advertising is the largest expense of most marketing plans, with public relations and market research rounding out the trinity of cash outlay. Advertising, according to Barron’s Dictionary of Marketing Terms, is the “paid form of a nonpersonal message communicated through various media. [It] is persuasive and informational and is designed to influence the purchasing behavior and/or thought patterns of the audience.”
Advertising includes direct mail, newspapers, magazines, television, radio, Internet and out of house (billboards). When selecting the best advertising venues, you will need to consider your budget, target audience and message. A “media mix” is almost always necessary to get the penetration you need – a mix of radio, television and direct mail for example. Because your prospective client is bombarded by thousands of ads each day, you cannot depend on just one advertising vehicle.
Frequency is also an important part of any advertising campaign – if you are running print ads in a monthly publication, you will need to augment the monthly buy with more regular ads, say in a weekly or daily publication, television or radio. Don’t try to spread your budget too thin – a scattershot approach is rarely effective. If you can’t dedicate a healthy portion of your media budget to a particular venue, don’t spend any at all. For example don’t “test” radio by running two spots per week, and then rule it out as ineffective when you aren’t deluged by leads. If you’ve got a little extra give in your budget, beef up areas where you already advertise. You may add color to your print ads or buy weather sponsorship on your current radio flight.
Marketing is a 24/7 hungry beast that requires constant attention and the only way to wrap your hands around it is to break it up in its different components and figure out what works best for your purpose. It is always better to do a few things well than many poorly.