Difference Between Marketing and Advertising

Marketing is omnipresent. Almost all the things that you have or you use, right from the pen to a water bottle, a mobile phone to a car, are touched by marketing. All we are saying here is that marketing has its impression on each of them. Basically, the impression of marketing could be highly noticeable or subtle, but that depends on the product and the context.

It is the actual strategic activity of the enterprise. It is very essential for the survival, growth and expansion of the organization.

But, advertising is a powerful tool to inform people about a company’s offerings. It plays a dominant role in promotional activities. In fact, there are instances when the entire promotional efforts are undertaken through advertising. Also, a major portion of the company’s promotion is kept aside for advertising. And just because of its popularity and impactfulness, it is considered equal to marketing.

In business, we say the customer is the only boss. Thus, all the strategies are made with the aim of satisfying the unmet needs of the customers. They focus on turning shoppers into buyers.

Content: Marketing Vs Advertising

1. Comparison Chart
2. What is Advertising?
   • Definition
   • Channels
   • Salient Features
3. What is Marketing?
   • Definition
   • Functions
4. Key Differences
5. Marketing Mix
6. 5M’s of Advertising
7. Conclusion

Comparison Chart

Basis for Comparison	Advertising	Marketing
Meaning	Advertising is a part of the market communication process that a company undertakes with the aim of seeking the attention of the public towards a particular message.	Marketing is the process of understanding the market conditions in order to identify the customer needs and create such a product that it sells itself.
Goal	Getting a quick and desired response from the customer in terms of an increase in sales.	People should have knowledge about the company, its products and services, stores, prices, etc.
What is it?	Advertising covers the placement of ads on different channels like tv, newspaper, billboards, radio, online ads and social media.	Marketing is a process with a Unique Selling Proposition (USP) and strong content that describes your business.
Term	Short term	Long term
Focuses	Creating market for both new and existing products and building brand image	Drawing the attention of the general public.
Facilitates	Generation of sales	Creating awareness
Hosted by	Media	Entrepreneur

What is Advertising?

The word ‘advertising‘ came from the Latin term ‘adverto‘, which simply means to turn around. It represents the means that an organization uses to pull the attention of people towards an object or purpose. It is a component of the marketing process.

Advertising is a significant part of marketing and the most expensive one. It is a monologue activity done with the aim of persuading more and more people toward the product or service. It is a technique through which one message can reach a large number of people in a short span of time.

In this process, oral or visual messages are aired to the general public. The seller or the advertiser has to pay for availing the time or space in the channel. The objective is to persuade the target audience to buy more, i.e. increase the sale of the product.

It creates awareness among people about various products. That is to say; people can easily identify what to eat, wear, use, and so forth. They can also classify between true and false (misleading) advertisements.

Definition of Advertising

Advertising is any kind of paid, non-personal demonstration and promotion of ideas and products by a recognized sponsor. The aim of advertising is to spread that idea and awareness about the product among the target audience. In short, with advertising, the company intends to make the product widely popular.

Channels of Advertising

• Video channels: Television and Youtube
• Audio channels: Radio and Podcast Advertising
• Printed publications: Newspaper and Magazine
• Outdoor advertising: Billboards, Posters, Transit media, Wallscapes, etc.
• Social Media platforms: Facebook, Twitter, Instagram, Snapchat, etc.

Salient Features of Advertising

1. Communication of informative or persuasive message
2. Use of non-personal or paid media for communication
3. Identifiable with sponsor
4. Ability to communicate with a large audience in one go.
5. Persuade the general public to make purchases of goods or services advertised.
6. It should be of interest to the audience.
7. The audience should interpret the message in an intended manner.

Also Read: Difference Between Advertising and Public Relations

What is Marketing?

Marketing is a process which tends to create an image of the company in the mind of the consumer so that whenever they think of buying a product, the first thought that strikes their mind is your brand.

So, it’s all – an art, business function, process, system, practice, science and relationship at the same time. The crux of marketing is the transaction which aims to fulfil human needs or wants.

The marketing process begins long before the process of production of the product takes place, i.e. with market research. It covers decisions like the type of product to be produced, its market, price and packaging.

Also, marketing does not end with the conclusion of the sale, rather, it works on making the customer feel satisfied. This frequent the company’s sales as the customers would like to buy from them in future too. In doing so, marketers work on providing product guarantees and after-sales services.

With this process, the company attempts to match the products with consumers’ wants. It stresses the need of:
Intelligent planning, control and coordination, pricing, promotion and place of availability of the product.

Definition of Marketing

Marketing is how effectively you explain the value of your product or service to influence the customers in such a way that they ultimately buy it. It is a promotional exercise of bringing the right product at the right place and time for the right people at the right price.

Functions of Marketing

Marketing is a vital function of business which is not just about promoting the product, but it is meant to:

1. Understand the market conditions,
2. Identify customer needs,
3. Design a product as per the need,
4. Select the best media for promoting the product.
5. Advertise it through various channels
6. Determination of price,
7. Identify the channels for distributing the product or service,
8. Build strong public relations,
9. Provide after-sales service to fulfil the customer’s needs.

Also Read: Difference Between Sales and Marketing

Marketing Mix

These are the 4P’s of Marketing:

 

Product

It implies the goods and services that a company offers to the target market to meet the needs and wants of consumers. It is all about variety, quality, design, features, brand name, packaging and services.

Price

Price is the monetary value that consumers must pay to get the product or services. It is concerned with list prices, discounts, allowances, payment periods, credit terms, etc.

Place

Physical distribution activities through which the product moves from the source (factory) to the destination (consumer). It deals with channels of distribution, coverage, assortments, locations, inventory, transportation and logistics.

Promotion

All the activities which the company uses to communicate the product benefits, specification and attributes to the audience comes under promotion. Advertising, personal selling, sales promotion, and public relations are their basic tools.

To be successful in the market, the marketer needs to consider the four C’s first, and after that, they should develop the 4Ps depending on the need.

Four P's	Four C's
Product	Customer Solution
Price	Customer Cost
Place	Convenience
Promotion	Communication

5M’s of Advertising

While developing an advertising program, marketing managers work for identifying the target market and the buyer’s motives. After that, they have to make five important decisions to develop an ad program which are the 5 M’s:

1. Mission: What are the objectives of advertising?
2. Money: Total amount to be spent to run the ad on various media platforms
3. Message: What message would be circulated?
4. Media: Which media channel or platform would be used to broadcast the ad?
5. Measurement: How would the company evaluate the results of the ad?

Conclusion

All in all, the success of any business can be ascertained by its achievement in marketing. It is apt to say that every business need marketing, however, every business does not need advertising, except when the company wants exponential growth. While marketing is to pull the customers, advertising is to attract them.