Big difference: how marketing differs from advertising. Difference between marketing and advertising Marketer and advertiser what is the difference
Let's start with marketing.
Marketing can be described as a set of actions and activities aimed at retaining and acquiring partners and clients.
There is also a broad definition of marketing by Regis McKenna: “Marketing is everything, and everything is marketing.” Indeed, even the words you say to the waiter/cook in a restaurant contain a bit of marketing, and vice versa. For some reason, people often remember only one side.
Those. Marketing is an all-encompassing concept.
- “Advertising is done for money, but PR is done for love.” Why? The ad screams “Buy me, I’m the perfect solution to your pain!” And PR doesn’t shout anything - it knows that actions mean more than words, and an image built over years of painstaking work will allow you to make the right choice;
- “Advertising is a tactic, PR is a strategy.” Why? As I already wrote, PR forms the image of the company, and advertising simply drives the message into your head. And if this is done rather mediocrely, then as soon as the advertising disappears, sales will disappear. And competent PR ensures constant sales;
- One of the funny notes: “If you are a public relations professional, you will never explain to your grandmother what you do for work. Now, if you were filming an advertisement, everything would be much simpler and more visual.”
All in all, marketing = advertising + PR + a bunch of other key ideas and directions.
The shortest and most accurate definition, which I really like:
- advertising is when you say “I’m cool, buy from me”
- PR - when they say about you that you are cool, so they want to buy from you.
And marketing is a field that includes both advertising and PR. These are his tools to create/maintain/increase demand for goods and services.
Despite the fact that there are a great many definitions for each of these concepts, let’s try to find them common features and understand the differences. So, marketing is the management of sales processes through research and analysis of the market and production, on the basis of which strategic planning decisions are made product range, pricing, application marketing communications(advertising, PR, promotion retail and consumers), organization of customer service and work of sales and commercial personnel.
The Federal Law “On Advertising” states that advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite number of people and aimed at attracting attention to the object of advertising, creating or maintaining interest in it and promoting it market.
PR (Russian versions - PR, PR; from public relations - public relations) is the management of communications of an organization (public figure) with its environment (the public, government structures, target audience etc.) in order to establish stable connections, trust and mutual understanding.
As can be seen from the definitions, advertising and PR are integral part marketing management. In practice in Russia, especially in the provinces, in small organizations that do not aim to reach the mass consumer on a national and even more so global scale, managers arrogantly take upon themselves management functions marketing, leaving only the communication component to the advertising (or public relations) specialist. As a rule, they don’t even think about research and analytics in such organizations; a marketing specialist is not allowed to participate in the process of assortment formation and pricing, but is forced to “promote what is available,” essentially dealing exclusively with PR and advertising. Some especially gifted bosses, having read several books, for example, on the psychology of sales, believe that only a manager can establish favorable relations with the public and do not allow an advertising specialist into the PR field. Others, having studied the literature on advertising and based on personal tastes and preferences, try to promote their products in the media on their own, completely rejecting both PR and marketing in general.
If you think that marketing and advertising are the same thing, you have nothing to do in business. Without knowing the basic terms, you will not be able to understand what the specialists are telling you, how they work and what they charge you for. Misunderstandings will make it difficult to promote goods and services on the market and, accordingly, will negatively affect the success of your business.
In today’s material, I propose to dot all the i’s and figure out how marketing differs from advertising and whether they have anything in common. In addition to theory, we will also consider the area of practice - we will determine what the responsibilities of an advertising specialist are and what marketers do.
The difference between marketing and advertising today
Digital specialists - copywriters, marketers, PR specialists and SEO specialists know the terminology. A mini-survey conducted in a thematic group only confirms this:
Four people who do not see the difference between marketing and advertising most likely have recently changed their profession and have not yet fully understood the intricacies of the field of activity.
There are few ignorant entrepreneurs. People who start a business on a whim go bankrupt within 2–3 years from the moment the company is launched. The rest have to constantly engage in self-development and delve into the intricacies of their chosen field of activity.
Comment from a business owner on the difference between the concepts of “marketing” and “sales promotion.” To get a feel for the difference between marketing and advertising, let's go over the definitions of these terms. Marketing has hundreds of them. I will give examples of the most memorable ones.
American marketer Jack Trout compared marketing to a movie in which the main character is a product. A less romantic definition of marketing was given by Mark Burgess, managing partner of Blue Focus Marketing, calling it the profitable transformation of customer needs into income.
Companies that are solely pursuing profit without regard for customer needs cause negativity. The most accurate, in my opinion, definition modern marketing gave Renee Blodgett - founder and chief Executive Director Magic Sauce Media. She calls marketing continuous communication with potential buyers. During these interactions, the company educates and informs consumers, building strong, trusting relationships. Customers become fans of the brand because they get exactly what they want most.
Perhaps the most striking manifestation of love for the brand. The main goal of marketing is to make a product or service sell itself. This can be achieved through research, analysis and needs assessment potential buyers, state and development of the market.
What is Advertising
“Advertising is information disseminated in any way, in any form and using any means, addressed to an indefinite circle of people and aimed at attracting attention to the object of advertising, generating or maintaining interest in it and promoting it on the market.”
In other words, advertising can be called one of the marketing tools that helps stimulate sales. It is incorrect to compare or contrast these two concepts.It’s the same as asking: “Which is better - the body or the hand?”
Comparison of advertising and marketing
It is better to learn new things through simple and clear examples. Let's look at what marketers and advertisers do to determine the differences between marketing and advertising.
A marketer is a specialist who helps companies promote the company's goods and services on the market and increase profits. Most of the time, this person is engaged in research - the market, competitors, assortment, needs and desires of potential buyers. Based on the data obtained, the marketer puts forward hypotheses that should have a positive impact on the brand and increase sales. All assumptions must be tested in practice.
In large companies, several specialists are involved in marketing. Among them are analysts, brand managers, and marketing communications specialists. Marketers promote products and services both offline and online. Specialists who operate online are called Internet marketers. The goals and objectives are the same, but the tools are different. For example, to assess customer attitudes towards a brand, a marketer can survey consumers at points of sale, and an online marketer, for the same purpose, will create surveys in public pages or send out letters with questionnaires via an email database. Some of the routine work is entrusted to other employees, for example, PR specialists, managers or advertising specialists.
Ideally, an advertising specialist deals only with advertising. He helps companies stimulate sales, so all questions about spending the advertising budget and the number of sales are addressed to him. Under the guidance of this specialist, designers and copywriters create creatives that will be shown to potential buyers.
Specialists who deal with online advertising often do everything themselves - write ad texts, create graphics for banners, launch campaigns and report on their results. Usually an advertising specialist is subordinate to a marketer, because for the implementation marketing strategy It is he who is responsible for the company. The marketer determines through which channels it is best to advertise the organization’s goods and services, what budget it is advisable to allocate for promotion, and what results should be targeted.
A commercial project is always aimed at making a profit. However, in business, by accident or due to malicious intent, the most important concepts, thanks to which you can evaluate the effectiveness of work. The problem of distinguishing between marketing and advertising is very important for anyone commercial enterprise. How to implement a project on high level, if management does not understand the difference between the two categories? It is worth noting that the concept of marketing is broader, and it also includes advertising, as well as other ways of selling a product.
Definition
Marketing– this is a targeted activity to promote a product from the manufacturer to the final consumer. First of all, the product is studied (it can be a product or service), then its ideal price is determined, after which places for sale are identified. Marketing also refers to a set of means for selling goods (ideal place for sale and display, branding, creating a PR image).
Advertising– the concept is narrower, since it is part of a set of means for promoting a product. Advertisers pursue various goals: informing consumers, increasing sales, and creating a positive image of the company in the eyes of society. There are many types of advertising: by location (indoor, outdoor), by method of transmitting information (radio, television, Internet), by purpose (informing, selling). You can advertise anything: from diapers to political views on what is happening in the country.
Comparison
Thus, concepts primarily differ in scale. Advertising is component marketing, that is, schemes to promote a product. Of course, an important component, but far from the only one. Marketing is a layer cake, and advertising is just the cream that covers the culinary product. Without it, a potential consumer will not pay any attention to the product.
At the same time, the commercial component is also important. Marketing is always aimed at making a profit, while advertising can be social or political. If we are talking about integrated product promotion, then the 2 concepts will be interconnected. Marketing is a strategy for building sales, advertising is a tactical action that can be another maneuver or the final battle for the market.
Conclusions website
- Scale. Advertising is an integral part of marketing, one of its most important links. It is thanks to the “engine of trade” that marketers increase sales and reach new markets.
- Commerce. If marketing is always a profitable enterprise, then advertising can be political, social, that is, unrelated to making money.
- Technologies. Marketing is a system where the number of elements is stable (product - price - place of sale - methods of promotion). Advertising uses both traditional methods and innovations (for example, newsworthy, viral dissemination of information).
- Self-sufficiency. Advertising can exist in isolation from marketing (social or political action). Efficiency is assessed by increasing the rating and drawing attention to the problem. Advertising is an integral and important part of marketing, and without it it cannot function.
