
Difference between marketing and advertising
While both help your company achieve the same goal, the terms “marketing” and “advertising” should not be used interchangeably. It’s crucial you learn the difference as you’ll require both to raise awareness of your brand.Marketing: The massive mechanism that moves it all
Marketing should be seen as a series of actions designed to bring your product or service to the forefront of everyone’s minds. It’s a defined strategy – a step-by-step process – intended to create a mutually advantageous exchange between customer and business. This encompasses everything from the way you answer calls to your unique selling proposition, all while acting as a theme for customers to engage with. Some experts have even deemed it “the sum of all impressions”. It’s understandable then, that the marketing pie can be cut into numerous slices. Market research, customer support, press relations and, yes, even advertising – more on that in a bit. These slices work independently but come together to form one message.Take, for example, the famous #LikeAGirl campaign. According to Always, 80% of girls feel that societal pressure to be perfect drives a fear of failure.
Advertising (and why it’s different from marketing)
Advertising is but a sub-section of marketing – and you need both to drive brand awareness. But what exactly does advertising bring to the table? Let’s say it pulls consumers to your product or service.Persuade – The end-goal is to get customers to perform a certain task, whether that’s to think about a problem they didn’t know they had or to buy. Most importantly, you want to curry favour. Remind – You’re reinforcing your brand message, telling existing customers why they should stick around.Advertising can be placed in a range of mediums, including TV, newspapers, online and on billboards. And as the world of printing shrinks, advertising increasingly becomes a more creative endeavour. We now found ads on taxi signs, for example. Distinct personalities have come to the fore – and the proverbial gloves have come off (some brands have taken to ambushing others). In Canada, Montreal, Apple had a billboard promoting the iPod nano, where the colour of the iPod would drip down at the bottom. Home improvement chain Rona saw a great opportunity and pulled off perhaps one of the greatest ambush stunts. They placed a banner below Apple’s billboard so that it looked like the paint was falling into buckets. The text on their banner translated into: “We recycle leftover paint.”

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