Business marketing is essentially the promotion of a company's products or services to a specific audience, or engaging in acts that improve a company's name recognition and public goodwill. Advertising is the more generic promotion of a product or service to a less-specific segment of a target market. Although advertising and marketing are not synonymous concepts, adding an ad component into a marketing strategy is a standard business practice.
A traditional marketing plan outlines a business's strategy for publicizing its products and services, improving its mindshare with the target market and building goodwill about the company's brand identity. Many marketing activities are not related to advertising--for example, sponsoring a community event or publishing a CEO blog. Some marketing activities are "passive"--e.g., a coherent and consistent logo and stationery design.
An advertising plan, by contrast, is intended to actively promote a specific product or service to a defined consumer segment. For example, a manufacturer that developed a new widget for use in heavy industry might develop a sales brochure which it direct-mails to the purchasing managers at heavy-industry plants, as well as reserve a full-page advertisement in a relevant trade journal.
Marketing Without Advertising?
Although it is possible to market a company or even a product line without direct advertising, through intangibles like word-of-mouth testimonials, in general, advertising is the most effective way of communicating a product or service to a target audience. In a sense, ads are the cheese on the marketing mousetrap.
Return on Investment
Professional marketers usually segregate the return-on-investment for both marketing and advertising programs. In general, an ad program should generate more closed sales than the program cost to develop; however, not all of advertising's impact is quantifiable--for example, a poorly designed ad could upset the target market.
Advertising plans are generally tactical approaches to a larger strategic vision contained in the marketing plan. The marketing plan should drive the ad plan, but not the other way around--otherwise, a company's overall public image can run the risk of incoherence. Additionally, the core principles in the marketing strategy will often shape what sorts of ads are acceptable--a Christian bookseller, for example, is unlikely to advertise a new Bible translation by means of women in bikinis.
- Photo Credit manufacturer of lamp for advertisement image by TekinT from Fotolia.com
Importance of TV in Advertising
Television has held the title of the largest mass medium used for advertising for more than 60 years, and that designation has...
Importance of Packaging & Branding in Marketing
Branding and packaging are two of the most important components of marketing. The name, description and design of a product create its...
What is the Importance of Commercial Advertising?
Advertising, getting the word out, is of paramount importance to every business. TV commercials offer marketers a bigger bang, although sometimes in...
The Importance of Communication in Marketing
Although marketing can take many forms, all marketing is an act of communication. The fundamental goal of marketing is to deliver a...
The Importance of Marketing for the Success of a Business
Marketing isn’t just about advertising. Marketing is a process of identifying the right products and services, finding the right people to sell...
Importance of International Marketing Strategy
U.S.companies have taken notice of the accelerating economic growth in countries across the globe and have put a high priority on profiting...