Advertising vs marketing is an analysis of two concepts that have a common goal of optimizing reach, presence, and connections of brands, products, or services. Both of the practices are used for promotional activities, and they are often used interchangeably as well, but, despite sharing common goals, advertising and marketing have some notable differences.
All kinds of promotional activities come under the umbrella term marketing, while on the other hand, advertising is just a subset of the comprehensive marketing plan.
Different components of marketing can be public relations, advertising campaigns, market research, TV ads, radio ads, social media, newsletters, website promotion, etc. So, one marketing campaign might include different types of advertising campaigns.
- Difference between Advertising and Marketing
- What Is an Advertising Campaign?
- Types of Advertising
- What Is a Marketing Strategy?
- Types of Marketing
- Marketing vs Advertising Analysis
- Wrap Up!
Difference between Advertising and Marketing
The most basic difference between marketing and advertising is that advertising is part of a marketing plan.
For example, when you go through the social media page of a brand, and you see a relevant ad with a ‘sponsored’ tag then that sponsored ad is an advertisement that is a part of the brand’s Facebook Marketing Campaign.
Marketing incorporates all the different impressions your target audiences might get about your brand, and advertising is one of the parts of those impressions.
What Is an Advertising Campaign?
Advertising is the process of spreading the word about a particular product or service to consumers. It is the method used to introduce a product, idea, or service to the world. This, by and large, involves publicizing efforts in the media. Publicizing should be convenient and timely.
A small business, as well as best brands/businesses featured in business magazines, use advertising campaigns as a part of their marketing plan to penetrate target audience bases and optimize sales of products or services.
Types of Advertising
Below mentioned are the types of advertisements
1. Digital advertising
This involves buying ad space on social media, internet publications, mobile apps, or other online spaces. Digital advertising includes different advertisements on search engines, websites, social media platforms, words advertising, etc.
2. Traditional advertising
Just like digital, this is also a paid form of advertisement. Traditional advertisements include advertising through newspapers, television, radio, billboards, hoardings, print ads, pamphlets, etc. to pull in more potential customers.
3. Ambient media
This form of advertisement has seen quite a rise in the past few years. This includes an exciting alternative to traditional and digital media advertising and is usually very innovative. This type of advertisement may or may not involve consumer participation.
4. Product placement
This advertisement includes carefully placing a product in a movie or a tv show. Nowadays, even Youtube channels are being paid heavily by various companies for their product placements.
What Is a Marketing Strategy?
Marketing is a much more elaborate process that looks into brand building. It involves the designing, research, and data mining about how to introduce the idea of a product or service to the target audience.
Marketing encompasses a wide range of business practices and goals. As per Merriam-Webster-“Marketing includes different activities that are involved in making people aware of a company’s products, making sure that the products are available to be bought, etc.”
All in all, marketing revolves around a series of actions that optimize the chances of a business reaching its target audiences.
Types of Marketing
Below mentioned are the types of marketing usually adapted by various organizations-
1. Content marketing
This type of marketing focuses on producing quality and impactful content. The focus is more on the content of the product than the products or services. Developing and distributing online materials, such as blog posts, educate the target audience about the company. Branding-related articles and their promotions are integral parts of business marketing on the web.
2. Inbound marketing
This type of marketing focuses on individual customers. Tools like chat boxes that direct customers to the service centres or take their feedback. It is an engaging form of marketing ans=d usually gives the customer a personalized experience with the company.
3. Social media marketing
The most in-demand type of marketing is social media marketing. It focuses on reaching the target audience via many social media platforms like Facebook, Twitter, Instagram, and others.
4. Digital Marketing Strategy
All the categories mentioned above also fall under digital marketing. Apart from all those, digital marketing also comprises connecting via emails and using tools like SEO. The online market is constantly booming, and digital marketing is one of the best ways to penetrate this market and use many strategies to improve presence and sales on the web.
5. Traditional marketing
This type of marketing incorporates organizing offline campaigns, events. Or communicating through traditional media such as print, television, radio.
6. Marketing communication
All marketing messages and media that the company uses, be it branding or advertising, are included in marketing communication.
Marketing vs Advertising Analysis
When it comes to analyzing marketing vs advertising, it is important to understand similarities as well as the difference between marketing and advertising.
1. Similarity Between Marketing and Advertising
Advertising is a part of marketing that involves preparing a particular product or service for the market. Advertising is used to spread the word about the product or service.
Advertising generally uses the data and research collected via marketing strategies to present the brand, products, or services. A marketing plan includes different types of advertising practices by doing effective research and analysis to meet the potential customers and convert them to boost sales.
Advertisements are customized as per target market and customer behaviour or consumer behaviour. A marketing strategy also includes different online platforms like websites, search engines, etc, and then it has all the rights reserved to run specific types of ads on those platforms.
Businesses use marketing and advertising practices in a way to meet more and more relevant people and penetrate many new target markets.
2. Differences Between Advertising vs Marketing
As discussed above, the main difference between advertising and marketing is also their similarity. Advertising is a component of marketing. A successful marketing strategy usually invests resources in advertising at multiple levels.
To understand the difference between these two, it is essential to understand the differences between paid, owned, and earned media:
Paid Media — In this media type, a company pays the publisher to get their marketing strategies public. Examples of such media include billboards, broadcast and print ads, search engine ads, social media ads, and direct mail or email.
Owned Media — This involves companies making their channels of communication with the consumers. Examples of owned media include retail merchandising, websites and business blogs, brochures, corporate social accounts, and press releases.
Earned Media — In this third party is involved in communicating about the product or the company. Examples of earned media include online reviews, newspaper or magazine articles, social media endorsements, customer demonstrations.
Advertisement is generally restricted to the paid media. There is a price tag attached to it. A company can pay various media platforms to convey information about their product or services.
On the other hand, marketing deals with all their forms of media- Paid, owned, and earned. It includes understanding customer wants and needs and directing how advertisements should go about on paid media. While the lines between the two are often blurred, advertisements and marketing are critical to any company’s relevance in today’s time.
On the concluding note, we hope you would have understood that businesses make marketing plans by including different types of digital advertising and traditional advertising strategies and campaigns along with many forms of promotional and branding activities by doing effective market research.
Understanding the difference between these two terms helps in developing a powerful strategy to optimize reach, meet best-suited people/audience, and close successful deals to boost conversions and sales.
Now, how would you differentiate marketing and advertising after going through this post? Share your views with us in the comment section below.
Pinky is an MBA in Marketing from the University of Mumbai. She loves helping people out in learning Marketing and sharing latest ideas and tactics for growing businesses.