Marketing & Advertising


Marketing: The process of teaching consumers why they should choose your product or service over your competitors.


If you are not doing that, you are not marketing. The key is designing the right method and defining the right message to use to educate and influence your customers.


Marketing is not just one thing, it's everything that the consumer encounters when it comes to your business, from advertising, to what they hear, to the customer service they receive, to the follow-up care that you provide. It's all marketing and creating the decision within the consumer whether or not to choose you initially or for repeat business.


The activities of marketing are often confused with advertising and sales, but it is important to realize that there is a difference.


Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor. The non-personal presentation or promotion by a firm of its products to existing and potential customers.


Marketing is the systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous transfer or exchange of products.


From the above definition it is easy to see how the difference can be confusing to the point where people think of them as one and the same.


In reality, advertising is a single component of the marketing strategy or process. It is the part that is responsible for getting the information out about your business, product or the services you offer. Advertising involves the process of developing strategies such as ad placement, frequency, etc.


It includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, as well as the internet. Advertising is the largest expense of the marketing budget. Public relations and marketing research follows close behind.


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