Marketing and Advertising for many people is viewed as being the same thing. How many marketers have been told by other non-marketing people in their organization that marketing is nothing more than that costly, waste of money, advertising you do. We all know that there isn't enough hours in the day to educate those people that have lack of understanding or an attitude. The funny thing is though, many of these closed minded people are the ones that are most influenced by marketing in their personal lives. They will only drive a "Chevy" truck, drink Coca Cola, buy a Dell Computer, buy an Apple iPod because they are the best products on the market. They will do this even though they can buy other brands at considerably lower prices. Marketing utopia is when you can influence and persuade a person to purchase and be loyal to a product or service brand with the person believing that the print, radio, TV, direct mail, promotions, billboards, etc don't influence their behaviour one bit.
Marketing Versus Advertising
Marketing, by my definition, is management of the future through application of such disciplines as market research, analysis of purchasing trends, study of changing customer habits and long-range planning. Marketing optimizes prospect understanding and creates purchase momentum. Marketing is the function of an organization that identifies their current and potential customers, creates products or services that meet the needs and wants of customers, informs and persuades the customers to purchase these products or services, and reinforces the customers confidence in the purchase that they made. Advertising is an important part of marketing but, as can be seen, is only one component of many disciplines that make up marketing.
Advertising's function is to:
Advertising is uniquely able to deliver consistent messages reliably, quickly and efficiently. Unlike other marketing communication tactics, such as public relations, advertising allows you to control the message, the placement and the frequency. In other words, you call the shots!
Marketing and advertising often get confused as being the same thing. Marketing is a multi-function discipline in which advertising is one important part of.
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