What is the difference between a marketer and an advertiser? Advertising, PR and proper marketing - what's the difference? So what does this mean for my business

Marketing and advertising have firmly entered our lives. Companies use these tools to sell their products or services, and the consumer, in turn, uses these tools to keep abreast of new products on the market. However, both consumers and businessmen often confuse these two concepts, or equate them to each other, while marketing and advertising, as tools, perform completely different functions.

What is marketing and why is it needed?

If we consider marketing from a professional point of view, then we can define this concept as a set of actions aimed at promotion of a product or service from a manufacturer to end user . There is a marketing mix, also called the 4Ps. According to this theory, marketing includes the following components:

• Product– everything related to the product, its properties, appearance, ergonomics, design and quality.
• price- in this category, it is determined what the price of the goods will be, what discounts and promotions are possible.
• Promotion- this includes everything related to promotion, namely: advertising, pr, sales promotion.
• place- in this category it is determined exactly how the product will be distributed, in which outlets it will be presented.

As you can see, marketing is a large-scale activity that accompanies a product from beginning to end. No product or service can be sold without marketing. The main function of all marketing activities is to bring the product to the market and deliver it to the final consumer.

What is advertising and why is it needed?

If we take a broad definition of advertising, then we can say that this is the dissemination of information in any form and by any means among an indefinite group of people, which has the goals of informing, persuading, drawing attention to the object of advertising and maintaining interest in it. Advertising is an absolutely specific tool that is used by marketers to promote a product. It should be noted that advertising is included in the marketing mix and is a narrower field of activity.

Today advertising is divided into a large number of types. There is not only commercial advertising but also political and social. Also, the types of advertising are determined by the nature of the impact on the consumer. For example, there may be informational advertising, reminding, inciting to a certain action and selling. Advertising is distributed in a variety of ways. It can be seen on billboards, banners, stretch marks - outdoor advertising; hear on the radio, see a commercial on television; see in a magazine, newspaper, on a leaflet - print advertising, etc. Modern advertisers attract more and more funds for the dissemination of advertising information. Among them you can find many interesting and creative solutions.

It should be noted that advertising is always strictly aimed at specific target audience, that is, on potential customers or consumers. Based on the characteristics of this audience, a channel for disseminating information, a method of advertising are selected, characters in advertising, design and many important details are determined. Advertising is never done at all at once. For example, advertisements for expensive, high-end goods are often placed in fashion magazines and secular publications. It is unlikely that you will find information about such a product in leaflets that are distributed near the metro.

Advertising is placed where a potential consumer of the product can find it. That is why, before creating advertising material, as a rule, a series of marketing research, allowing you to better understand the consumer of the product.

What do advertising and marketing have in common?

Marketing and advertising can be distinguished by a common goal - this is the promotion of a product, service or idea and bringing them to the consumer, client and voter. However, otherwise the two concepts are different. That is why they should not be confused with each other and, moreover, equated to each other.

What are the differences between marketing and advertising?

The first thing to note is, of course, advertising and marketing scale. Marketing is a broader category that includes, among other things, advertising. Advertising is one of the marketing tools, which is the "engine of trade" and helps to distribute goods more effectively.

The second difference is focus of these activities. Marketing is always an activity that has commercial profit as its goal. Advertising, on the other hand, can be political or social, that is, not aimed at making a profit, but actualizing social problems, drawing attention to certain individuals.

Well, the last difference is the ability of advertising to exist independently. Advertising activity can easily do without marketing, however, marketing cannot exist without advertising, since advertising is the most important marketing tool, without which product promotion is simply impossible.

Many people don't see much difference between marketing and advertising. But she still exists. These concepts are different from each other, and it is necessary for people who are somehow connected with the business world to know this. The concept of marketing includes all activities related to trade, from the acquisition of raw materials to the release of goods on the market and sale. Marketing principles are important at all stages of product development and promotion. Also, the purpose of marketing is to analyze demand and forecast profits and costs. Advertising is part of the marketing activity. In other words, it is a subsection of marketing. Advertising- this is the creation of campaigns to promote the product through the media, the presentation of the product on the market to maximize profits.
Speaking about the difference between marketing and advertising, you need to understand their main difference. Marketing is responsible for the good quality of the services or goods that the consumer receives. On the other hand, we need advertising in order to announce the company and the product offered. Advertising is placed in newspapers, magazines, letters, on banners, on the Internet and all other possible ways reach the target audience.
Marketing is also different from selling a product. Realization or sale is simply the exchange of goods for money. On the other hand, marketing is needed so that the consumer is completely satisfied with the purchased product or service received and wants to contact the company again. Marketing helps the company to create an image in the market, since advertising alone cannot provide this in full. Branding (promotion trademark) is the creation of an attractive product from an existing product.
Marketing is a longer-term process than advertising. If the product is not yet ready, then there is nothing to advertise. The marketing process begins with the creation of a business idea. Therefore, advertising can be called one of the last stages in the marketing process. In principle, marketing can last as long as the company lives and works, because it is a continuous cycle of actions, thanks to which sales and business profits not only do not fall, but also grow. Marketers analyze sales, business errors, predict profits, and keep the company alive. Advertising, on the other hand, may be unnecessary or necessary in the company's life cycle. Some companies only advertise themselves at the start of a business, others when difficulties arise, and still others never stop advertising. To reach the stage when advertising is not needed at all, you need to work hard and invest money and effort. However, the most famous brands do not neglect advertising.
Advertising helps build a connection between a company and customers. It creates an image of the product in the minds of consumers, explaining to them the merits of the product and its advantages over others. Marketing is just as important and sometimes even more important to the success of a business.

At first glance, marketing and advertising are synonymous—two words that can be used interchangeably to describe a process that helps you sell more products or services. And yet, there is a huge difference between the two, and being able to see it will help you create a broader, more holistic approach to achieving your business goals, and will certainly affect your bottom line.

So what is what? By definition, marketing is an activity, a set of institutions and processes for creating, communicating, delivering, and exchanging products that are of value to consumers, customers, partners, and society as a whole. In other words, it is systematic planning, implementation and analysis entrepreneurial activity designed to turn offers into sales.

Let's separate these concepts and take a look at them a little deeper.

How does marketing work?

Creating a marketing plan involves a combination of time, research, and preparing your product for the market, and begins with developing a unique selling proposition (USP) that reflects distinctive features your business. The USP is further used as a guideline or mission statement to help you develop your marketing strategy.

You need to understand who your potential customers are and what they want from your products or services. If you understand how they act and think, you can position your brand and develop assets that speak for themselves.

Colors, logos and other design elements should match the preferences of your target audience. Market research will provide you with data to work on your marketing tasks. It will give you information on when and where to advertise, help you grow your market presence and figure out the best formats to use in your ads.

You must spend successful market research to organize successful advertising campaign. This is exactly what will help you define your target audience and increase the likelihood of successfully attracting new customers. Thanks to it, you will also be able not only to determine the demand for your products and services, but also to assess the level of competition and sales trends.

Marketing companies are focusing on sales strategies by studying consumer behavior through a variety of studies, including surveys, studying online behavior and even face-to-face communication with the buyer.

Any marketing strategy can be divided into four stages:

• Product. This applies to both goods and services that appear on the market and are in demand by buyers. It can be both an existing product and a product that has not been previously encountered in its field.
• Price. Determining the right price is a very important step. There are many factors involved in pricing, including markup, subjective cost, and various costs.
• Place in the market. His choice depends on strategies such as selective distribution, franchise work and exclusive supply. Place can also mean shops, such as the usual outlets or online.
• Promotion. All communication methods used by a brand to communicate its products and services are either in this stage of marketing or in the advertising process.

How does advertising work?

Advertising supports marketing by creating the right image of a company's products and services. It also generates curiosity in the target audience, generates interest, and ultimately works to support the marketing plan by generating sales.

Once you figure out who is your target audience and how best to contact her, further on marketing plan there is a strategy of how best to position yourself in the market.

You assure potential customers that your product is perfect for them through marketing, while advertising helps communicate the existence of your product and influence customer behavior. To do this, advertising must be relevant and verified, properly presented and distributed.

Interacting with your potential buyers in the right direction involves communication, which depends on what stage of buying readiness they are in. Purchasing willingness is divided into 6 parts ( awareness, knowledge, predisposition, preference, conviction and purchase), which in turn are divided into three stages - knowledge, emotions, desire. Your advertising strategy will help you communicate, explain and showcase your offerings to the right audience, through a variety of mediums.

• Stage of knowledge(awareness and knowledge): consumers process information received through advertising. It must present information based on the benefits of the product in order to create interest.
• Stage of emotions(predisposition and preference): when consumers are in the emotional stage, they want to trust the brand. Advertising here should play a very important, emotional role.
• Desire Stage(conviction and purchase): At this stage, consumers either demonstrate their desire to buy or buy. Here, advertising develops into a way to accompany the buying process.

So what does this mean for my business?

To be successful in today's sometimes saturated marketplace, companies must develop a marketing strategy, which is the overarching strategic plan for bringing a product or service to market. Advertising is part of this plan.

Its other components are market research, media planning, public relations, brand and product development, distribution, positioning and segmentation, customer support, sales strategy and pricing. All of these elements require investment, and advertising is usually the most expensive part of a marketing plan.

In fact, it is very important to be able not only to distinguish between marketing and advertising, but also to know how they work together. Understanding how to correctly allocate the budget between them will surely lead your product to a successful exit and presence in the market.

From time to time I look at Google Analytic. So far, there is nothing to rejoice at, but what is interesting is that over the past week, 12 people came from a search for the phrase “The difference between the concepts of Advertising and Marketing”. A rather strange combination, but since people are looking, we need to help them. None of them looked at more than one page, probably not found.
Therefore, I decided to paint, as far as I can see it, in detail.
To start the definition (free presentation):
Advertising- this is the paid distribution of certain information of a specific subject, directed to other, as a rule, unidentified subjects for a specific purpose. The purpose of advertising can be any (inform, persuade, encourage ...).
Marketing- this is management (influence) on the entire chain of movement of goods from the conveyor to consumption (creation, promotion, sale, after-sales service).
Thus, we get that advertising is a narrower concept than marketing.
Marketing deals with:
- goods (its characteristics, qualities, packaging ...);
- prices (the principle of pricing, the optimal price compared to a competitor, price discrimination ...);
- points of sale (how the goods will get to the consumer: through supermarkets, mail delivery, company stores, traveling travelers ...);
- product promotion (and here, among other things, ADVERTISING is obtained. There is also sales promotion, personal sales, PR ...).
Those. if we go from bottom to top, we get that advertising is a component of promotion, and promotion is a component of advertising.
If we consider all the components of marketing, we can understand why they are “glued together”.
So, PRODUCT. Marketers are not allowed into the production process (and they are not very eager). Well, machine tools, noise, din, workers ... we will sell what THEY will produce THERE. What is most interesting - in fact, it is. It is rare that marketing specialists are wedged into the production process. If we consider, for example, packaging, then it is precisely referred to as advertising (after all, it is necessary to DRAW it). Although this is still a characteristic of the product and should be planned even before the release of products (you need to wrap it in something).
If we are talking about PRICE, then this is the situation. If the competition is strong (the market perfect competition), then most firms accept the market price as given. If there is a monopolist or an oligopoly, the price is determined by the "sense of leadership", according to the principle - my product, for whatever I want, I will sell as much (rarely anyone takes into account supply and demand curves). And in the case of a competitive market, there is always the opportunity to differentiate from the masses (raise the price and call yourself a Premium class, or vice versa - a discounted product). But, alas, in our realities, marketers are the last ones who influence the price (after the director, accountant, economist, sales ...).
SALES POINTS usually studied by logisticians (who are usually more often referred to as economists). And again, in addition to merchandising (which, as it were, goes without saying, the goods must stand out in our country ... and few people dig deeper), so, in addition to merchandising, they study competitors' advertising and, in general, placement in a supermarket or a simple store. Therefore, part of this is also advertising. Promotion in the store is again referred to as advertising ...
And finally PROMOTION. This function of marketing is generally directly associated with advertising. But it's all different. For example, sales promotion: coupons, discounts, gifts ... this is NOT ADVERTISING at all (I remind you that advertising is just the transfer of INFORMATION). There is such a moment - the action itself must also be advertised. So it turns out that the action is like an advertisement, although in reality it turns out that the advertisement conveys information about the action, and the action already stimulates us to buy the product. This is such a complex system
I also want to dwell on advertising and PR. More precisely, not even their difference (this seems to be understandable), but specifically an advertising article from a PR article. Main differences: advertising is ALWAYS paid. PR is most often NOT paid. Moreover, I have heard many times from managers that we fire managers if we find out that they paid for posting such an article. In addition, advertising is ALWAYS someone else's. Those. it clearly has a customer. In a PR article, the situation can be described in general. Those. double move. For example, one “abusive article” is being written about air pollution (about the development of slopes near the sea). Just how bad, no one is called. Those. creates negativity around something. And then, in general, a neutral article is written in another source, for example, about the activities of a company. And there, by the way, it is said that she is for clean air. And it turns out that this firm automatically falls under the “good” ones, reinforcing its perception of “bad”.
As a result, we get that by subtracting various parts from marketing, and something vice versa, sticking together with advertising, one may get the impression that these are one and the same. And this is far from being the case.
I hope I've made it clear enough...