Marketing - Corp. Communication

Marketing vs. Advertising, What’s the Difference?


Published on 04/15/2024 – Last Updated on 04/15/2024 by OTC

While sometimes used interchangeably, there are actually many differences between marketing and advertising.

    • Marketing is a business practice that involves identifying, predicting and meeting customer needs.
    • Advertising is a business practice where a company pays to place its messaging or branding in a particular location.

In basic terms, marketing is the process of identifying customer needs and determining how best to meet those needs. In contrast, advertising is the exercise of promoting a company and its products or services through paid channels. In other words, advertising is a component of marketing. But the differences do not end there.Marketing and advertising have been impacting consumer behavior since the late 1800s, and companies rely on both of them to connect with customers.

But what exactly are the strategies behind both marketing and advertising? How do they differ?

What is marketing?

According to the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Crafting your company’s marketing strategy is an iterative process, as the marketing landscape is constantly shifting. There are 4 main tenets—the 4 P’s of marketing—to consider when crafting your marketing strategy:

  • Product: The thing you are offering in an exchange for money.
  • Price: The amount of money you are asking for in exchange for the product. Price is an important factor for marketing because it impacts how customers view your brand.
  • Place: Where your target audience goes to find information about your product.
  • Promotion: How customers find out about you. This is often done with advertising.

What is Advertising?

Advertising is the act of purchasing a specific space to share a message with your audience regarding your product or service.

Advertising is an extremely prominent subset of marketing. You likely see advertisements on billboards as you drive home, on the radio during your commute, at the top of your Google searches, or in your Instagram feed—just to name a few.

The difference between marketing and advertising

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Is Marketing or Advertising More Valuable?

Many successful businesses incorporate multifaceted advertising strategies into their overall marketing plan. This is particularly true for global companies, where marketing strategy and advertising placement must take into account customers across the world. Though it also applies to small and medium businesses, especially with the affordability of digital advertising through search engines and social media.

That being said, there is a situation where marketing is likely more valuable than advertising. In the case of startup companies and other new enterprises, the priority should be developing a marketing plan. If these organizations spend too much on advertising at the onset—without an established or sustainable marketing plan—it can be a disaster.

At the onset of corporate existence, it is paramount to define and execute a marketing plan by identifying customer wants and needs. That way, any future marketing or advertising efforts will have a defined approach and a better chance of success.

Manage Goals and Campaigns in one Place

From conception to execution, use marketing templates to plan and manage your content, campaigns, and more. For More and moving ahead… Talk to PHMC GPE Team !




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