Sunday, January 31, 2010

Advertising vs Marketing

A company I worked with recently was spending a good deal of money advertising their product in both print and direct mail. They were not getting the results they needed to justify the cost.

We put together a marketing program by bundling a few of their most popular products and creating a price leader for that particular bundle. We then created unique advertising promoting this particular bundle, placed the advertising where it would be seen by this company's target customers, trained the staff on responding to the responses for that bundle, AND initiated a system to track the responses and ad results.

We had created a marketing plan, not merely bought advertising.

1 comment:

  1. Marketing and advertising are different.

    Marketing is an extremely broad area that includes advertising, not vice-versa.
    Marketing also includes PR, online presence/activities, customer service, selling/sales admin (methods and structure/strategy), branding, exhibitions, sponsorship, new product development, merchandising, surveys and market research, political lobbying, and even extends to ethos, culture, training, and organizational constitutional issues, since all this affects the image and trading style of an organization or product/service provider.

    Advertising is far more specific than marketing; advertising is a function of marketing, and basically encompasses methods of communication with audience designed to produce sales enquiries, and/or improve awareness/perceptions of product/brand/organization. Advertising refers to printed and electronic media that is presented one way or another to market or audience, including packaging, point of sale, brochures and sales literature. Advertising increasingly extends to 'advertorial' in traditional and online media, which combines provision of objective helpful information and more subjective advertising/endorsement. Advertising (when properly executed) is the statistically driven and measurable implementation of marketing strategy, via carefully selected communications methods, targeted at predetermined audiences.
    Advertising is one of several instruments/means by which marketing operates.
    We might also regard advertising as one means of tactical implementation of the strategic aims of marketing