Although marketing and advertising are associated, each has a different value and objective, knowing this difference will help you improve your sales strategies.
Marketing and advertising are two similar concepts, but each has a different task within the management of a company’s strategy; knowing the difference is necessary to determine which of the two you require.
While advertising is a one-time act, marketing is a long-term strategy to achieve more difficult goals. Read on to learn the difference between these two terms and how they can help you generate more revenue.
Every business owner must understand the difference between marketing and advertising, as well as their strategies and processes, to make the best decisions for sales success.
In this article, we are going to talk about marketing and advertising, two related yet different terms.
Table of Contents
What is advertising?
Advertising strategies are those that are used to promote a service or product to a predetermined public, which can be the end-user or a company that will use it in its process.
Advertising campaigns are launched in the media to promote this service or product. The communication channel chosen will be determined by the strategy agreed upon with the marketing consulting firm.
Any of the following can be used as a means of communication:
- Social networks
- Television
- Film
- Newspapers or magazines
- Public service announcements
- Radio
As previously stated, the media to be used will depend on the company’s overall communication strategy, but the goal will always be to achieve the sale to the customer or consumer, providing as much information as possible so that the customer decides to buy.
How is an advertisement made?
Advertising has several stages, depending on the media to be used and the resources available, these stages may vary, however, we can say that usually, they are the following:
Planning:
The process of identifying market needs and product or service opportunities.
Idea generation:
Once the previous step has been defined, advertising concepts are created with the media and target customer in mind.
Production:
The process of transforming ideas into advertising executions can include taking photographs, filming commercials, developing smartphone apps, printing brochures, implementing activations, and so on. This step is subdivided as:
Pre-production:
It is the previous stage of production that is regarded as the most important because it is where the logistics and planning for approaching a project are carried out.
Depending on the project’s complexity, the time required not only for the overall development of the project but also and especially for the development of the production stage, will be determined specifically for the pre-production stage and each stage’s development.
As the name implies, all previous, prior, and/or priority tasks are developed during this stage, such as:
- Consultations with the client
- Budget design
- Production plan, planning, and logistics
- The hiring of production staff and other professionals
- Casting of influencers
- Hiring of influencers
- Scouting, also known as location scouting
- Requesting permits
- Obtaining suppliers/services
- Execution of the production strategy.
- Procurement of suppliers/services
- Creation of sets – Rental or purchase of sets
- Rental or purchase of scenery which entails the rental or purchase of props.
- Pre-production meetings
- Costume fitting appointments
- Costume fittings
Production.
It is the completion of the Photo Shoot, Shooting, etc., according to everything planned during pre-production. It includes:
- Following the work plan, making sure that the agreed times are met
- Checking the wardrobe and accessories
- Following up and checking each area (lighting, scenery, props, setting, makeup, and hairstyle of influencers
- Solving unforeseen events
- Organizing the clean-up of the location.
Post-production
This stage represents the project’s closure. It is an important point because it is here that the balance is established and the overall result of the work is seen. Only the necessary people for the tasks to be performed are required in post-production. These tasks include:
- Post-production
- Photo Editing
- Expense Rendering.
What is marketing?
Marketing encompasses all strategies aimed at ensuring that a company’s sales remain consistent over time, that the brand is recognized by the public, and that customers identify with the brand’s values and characteristics.
Advertising is only one component of marketing; advertising reaches customers, but the content of advertising is determined by the marketing strategy.
Marketing also entails an exchange with the customer; the customer must feel that the product meets his needs, for which marketing establishes:
- What is the need(s) of the customer that the product or service will meet?
- What is the promise made to the customer when purchasing the service or product?
- What will be the company’s channel of communication with the customer?
As previously stated, advertising and marketing are not the same things. Advertising is simply exposing a product to the public, whereas marketing is about gaining a market share and maintaining the image of the service or product in the customer’s mind.
It is ultimately up to you to choose whether to work with one or the other.
