Notes on marketing management

Taxation (Income Taxation)(Tax 100) 3 units

  This course covers the principles pertaining to income taxation. It includes discussions that will help students
understand the implications of a sound tax system. Subjects will be more understandable through the utilization of
tabular summaries, illustrations, forms and accounting computations. Also included are discussions of pertinent
laws, court rulings, revenue rulings, revenue memorandum circulars, orders and bulletins released as at date of
revisions.
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Marketing Management(Mgt 109) 3 units

  This course introduces the business students to the concepts, principles and practices of marketing management.
It is a marketing subject designed to enhance the student’s active learning through lecture, interactive discussion,
and case analysis. Emphasis is given to case analysis whereas it is intended to develop the marketing management
decision making skills of the students who will engage themselves in simulated marketing management situation
facing the marketing practitioners today.
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Advertising(Mktg 103 ) 3 units

  This course will expose students to the understanding of what advertising is and is not and the management of a
products or service brand. The main part of the course covers how advertising can be used as a tool of marketing. It
will also explain the different techniques, methods, rates and various media used in advertising. This course will
also guide students in the management of product or service identification and its importance in marketing. It
encompasses the different exchange of ideas on the principles and concepts of advertising and emphasize the
creative and imaginative skills needed in the preparation and planning of advertising and product or service
packaging.
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Strategic marketing Management(Mgt 113) 3 units

  This course focuses on business level marketing strategy. The overall goal of the course is to develop the ability to
think strategically about marketing problems and their potential solutions. To achieve this goal, the course focuses
on the marketing planning process as the basic framework for integrating and coordinating marketing decisions.
Specifically, it will develop skills in establishing and evaluating marketing plans, strategies, and implementation
programs so that students will be better prepared to tackle the marketing problems that will be encountered.
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Marketing Management (MARKMAN)

3 units
An in-depth study of the various functions and practices in marketing management from product development,
production, pricing, distribution, selling, to various promotional activities. As an application of the principles, the
class will be grouped into experimental companies which will develop new products or services and eventually
promote them to specified target markets based on a marketing plan.
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Unethical Advertisement in the philippines

From this phenomenon, advertisers seize the opportunity to maximize its profit, thus increasing competition in
finding ways to captivate the attention of millions of potential consumers to buy their products. This competitive
environment pressures advertisers to go beyond the tradition and find new ways to mesmerize the potential
consumers. Most of the time, advertisers would sacrifice ethics along the way just to reach their goal in persuading
people to buy their products. Even big companies like McDonalds are guilty of this. McDonalds would lure kids to
buy their unhealthy meal of hamburgers and soft drinks by giving away free toys when kids purchase a whole meal.

Advertisement like these, which crosses the boundaries of ethics, is against consumer’s right. Unfortunately, here
in the Philippines, most consumers are not aware of their right. Unlike in America and other liberal countries where
even the colossal corporations are not spared from their unjust advertisements, most Filipino consumers tend to
see these unjust advertisements as a part of promotions like there is nothing wrong with seeing women posing
sexually just to promote a jewelry, women and men wearing underwear only, products promising an exaggerated
truth like a 360 degree damage control hair with in 7 days or even asking influential imaged celebrities to promote
alcohol.

Maybe the consumers are oblivious to the ethics of advertising because of the majority of the Filipino consumers
cannot differentiate ethical from unethical advertisement. This research paper will hope to elucidate on the
unethical advertising and the status of the consumers against such ads. It will first define the characteristics of
advertising and ethics. Then proceed to the ethical boundaries advertisers cross. To support the suppositions of the
research, there are statistical figures that would showcase the opinions and stands of Metro Manila Filipino
consumers on the dilemma of unethical advertising. In this paper, the most observed unethical factors in the
Philippines which majority, if not all, advertisements violate one way or the other is claiming unrealistic promises,
using of psychological impact on potential consumers or promoting of harmful products.

Advertising in its simplest characteristic is a medium of communication use to inform consumers about a product.
“Advertisers, agencies, the media and audiences are all part of a larger environment, influencing and being
influenced by a network of forces that includes the economy, government, interest groups and society at large”
(Arens, 2004, p. 55). The general atmosphere created by these external elements is the advertising environment.
“This environment is a complex and ever-changing dynamo” (O’Guinn, Allen, & Semenik, 2005, p. 125). It has
developed from simple statements, in the start of advertising existence, to a multibillion-dollar, global industry.

The growth of these industries leads to the increase of consumerism which is one factor of the development of
advertising environment. “The more products that are available dictate a greater need for the diversity of these
products to be known, thus steps in the communication device known as advertising and the advertising
practitioner” (Spence, & Heekeren, 2005, p. 17). This is the importance of advertising. It is the purpose of the
advertiser to communicate to the consumer that a particular brand or product is the most worthy of purchase and
use (Bovee, 1995). Therefore, the pressure given to the advertisers by the company is enormous. For the positive
outlook, this intense pressure for the income of the advertisers brings forth creativity in capturing the interest of
consumers. At its worst, it leads to advertising campaigns that not only push the boundaries of societal acceptance
but also go beyond acceptable norms, thus creating ethical problems and dilemmas.

These ethical dilemmas differ in every place. This is because of the vast interpretation on what ethics is. “Ethics can
be simply defined as a set of prescriptive rules, principles, values, and virtues of character that inform and guide
interpersonal and intrapersonal conduct; that are the conduct of people toward each other and the conduct of
people toward themselves” (Spence, & Heekeren, 2005, p. 2). If this definition taken into consideration, ethics
therefore differ from the reasoning of each individual. When the common reasoning of each individual is combined,
universally accepted ethical rules and principles are applied by the majority (Jhally, 1990). This is also known as
the codes of ethics. The codes of ethics would help in determining if the advertisement would be considered
Unethical advertising is a serious issue especially here in Metro Manila because consumers are exposed
approximately more than a hundred ads a day through different medium available. In addition, most Metro Manila
consumers barely have a clue on unethical advertising. Therefore allowing such unprincipled acts of advertisers to
continue that could eventually harm the society. After all, it has already been mentioned that advertising does have
the power to influence each individual’s decision and lifestyle and thus the whole society itself.

Parent with at least one kid who is not yet of legal age

In dissecting further, figure 1.1 exhibits the different segments of Metro Manila consumer awareness on unethical
advertising. As shown in the figure above, only 5% of the highschool students and college students know nothing
about unethical advertising. Meanwhile, 50 % and more of the single working consumer and the parent consumer
recognize unethical advertising. Therefore, it could be said that teenagers below 18 years are still partly innoncent
when it comes to unethical advertising. As well as, more than 50% of the population barely knows the essence of
unethical advertising.

The awareness rate mentioned above is not a good start for consumerism. “It is the right of the consumers to be
given correct, clear and reliable information” (Bovee, & Arens, 1986, p. 63). But without the consumer’s awareness
of its right, advertisers can get away with most of the ethical dilemma. The ethical dilemma with commercial
advertising of the consumer’s right to information, is that the persuasion, under the disguise of information, which
not only deceptive, in addition, it can have harmful consequences both for the targeted consumers as well as for the
community (Spence, & Heekeren, 2005). Especially after the expansion of media, targeted consumers as well as the
whole community are frequently exposed to advertisements which intensify the probability of the occurrence of the
harmful consequences. Unfortunately, an ordinary consumers cannot avoid being exploited to at least a thousand
ads per day (Jones, 2000).

Portrayed in the figure 2.1, is the opinion of Metro Manila consumers in the array of advertisements they are
exposed to everyday. As, visualized in the graph, the color violet representing 150-200 array and the color tortoise
representing 200 onwards array has a total of 3 out of 56 participants enlisted in that cluster. While most of the
consumer categories have colors red representing 50 -100 array and green representing 100-150 array, which sums
up to a total of 41 out of 56 participants claiming to have exposed around 50-150 ads everyday to most of the
individual with no discrimination.

Insofar, the figure shows that the majority of the consumers assume they are exposed to at least 50 advertisements
per day. A range tremendously lower than Jones (2000) claim of consumer’s exposure to a thousand
advertisements. The cause of such claim that most consumers are exposed to a high number of advertisements is
advertisers are very skillful in creating advertisements that will be in plain sight of the consumers in their everyday
hassle in life, to give it an unavoidable characteristic. “Consumers are so well-researched and targeted that they
can be covertly seduced by a strategy that surrounds them and that infiltrates their physical and mental space,
often without their realization” (O’Guinn, Allen, & Semenik, 2005, p. 88). Hence, most Metro Manila consumers lose
track of the number of advertisements they are exposed to, believing its less than 200 and not otherwise.

Thus, an ordinary individual is bombarded with more artistic communication than they can handle and most of the
time without their knowledge. This frequency of artistic communication existing creates a clutter “which is a barrier
to effective communication” (Parker, 2006, p. 44). This is the reason why advertisers think outside of the box for a
breakthrough possibility. “In order to stay competitive in this cluttered media landscape, the architects of
advertising need to be creating advertising that does not look, feel, smell or taste like the generic advertising that
the new media-savvy and sophisticated consumers have become used to” (Spence, & Heekeren, 2005, p. 17). To
achieve that goal, advertisers try to find effective channels of communication. From traditional channels of TV,
radio, posters and newspapers, advertisers embrace the new medium of communication, technologies such as
internet and other digital media. Although being in the third world country like Philippines, the traditional medium
is still thriving.

Represented in figure 3.1, Metro Manila consumers are exposed to different types of advertising medium frequently.
As interpreted by the graph, the predominant medium that most Metro Manila consumers are exposed to is TV
leading by 9 marks against billboard the 2nd dominant advertising medium. Notice that through out the different
categories of consumers printed ads like posters, flyers and brochures are low. It might also the factor that
billboards and TV are almost unavoidable compared to brochures and flyers. So this shows that traditional
advertising communication like TV in the Philippines is still a fad. Though, new approaches like online
advertisements are still progressing.

These three figures that were just shown exhibit the demographics of the Metro Manila consumers in relation to
advertising and its ethics. With the results shown Metro Manila consumers need some consumer rights educational
background to help understand what the advertisers are getting away with. Out of the two-digit estimate of ethical
issues the advertisers face, three commonly violated are unrealistic promises, use of psychological impact and
promotion of harmful product (Spence, & Heekeren, 2005). These ethical issues are evident almost everywhere,
including the Philippines. After all, “advertising addresses people primarily as consumers” creating a similar
advertising environment almost everywhere (Schultz, 1990, p. 28).

The first and most obvious unethical line most advertisers cross without second thoughts is claiming unrealistic
promises. “One of the most common short-term arguments about advertising is that it is so frequently deceptive.
For advertising to be effective, consumers must have confidence in it. So any kind of deception not only detracts
from the complete information principle of free enterprise but also risks being self-defeating” (Bovee, & Arens, 1986,
p. 68). A most common example seen by the majority is whitening cream; “Use this product and get whiter skin in
just 7 days!” This whitening cream advertisement gave a promise of whiter skin in just 7 days without genuine
evidence of its claim. This kind of deception may profit business firms in the short-term but create a greater harm
in the long-run (Lane, & Russell, 2001). For the short-term, consumers will purchase the product, but once they
figured it is ineffective the purchasing will stop and the sales will go down.

“Advertisement does not have to be literally true, but an advertisement that is designed to deceive or mislead a
consumer is a different matter” (Belch, & Belch, 2007, p. 224). This is the situation in which the use of puffery in
advertising comes under inquiry. Puffery, which is a common practice in advertising, is not considered illegal in
most countries even here in the Philippines. This is because puffery is “an expression of opinion not made as a
representation of a fact” (Bovee, & Arens, 1986, p. 57). It is the key reason why consumers have the expectation
that advertising will stretch the truth rather than express the truth.

Shown in figure 4.1 is the perspective of Metro Manila consumers on the categories of unethical advertising. As
measured in the graph above, advertising on harmful product and exaggerated truths are ranked 1st and 2nd place
as the most viewed unethical category in advertising. From a total of 56 consumers who answered the survey, 55
considered exaggerated truths as unethical and 49 considered ads on harmful products are unethical. Confirming,
that most consumers, even in Metro Manila, does have the expectation that advertising will stretch the truth rather
than express the truth.

A dilemma such as this exists because of no legally backing against it. Stated in The Law on Obligations and
Contracts under Title 2 Contracts, Chapter 2 Essential Requisites of Contracts, Section 1 Consent, Article 1340, is
“The usual exaggerations in trade, when the other party had an opportunity to know the facts are not in themselves
fraudulent” (De Leon, 2003, p. 128). Explained by De Leon (2003), it is the natural tendency for advertisers to
resort to exaggerations in their attempt to make a reasonable profit of the business firm. Customers are expected to
know how to take care of their concerns and to rely own independent judgment. Anyone who relies on said
exaggerations does so at his own risk. So in essence, the notion of puffery refers to exaggerated claims, comments,
commendations, or hyperbole for consumers to based on their own subjective views and opinions. “It is generally
considered to be part of the artfulness and playfulness of advertising and should not be taken seriously by
reasonably consumers” (Jones, 2000, p.86).

For the second ethical issue the advertisers trespass is playing mind games with the target consumers by using
psychological impact on them. It has already been established that the role of advertising is to creatively show
potential consumer products or services in a way that persuades them to buy or at least feel positive towards those
products or services. “Advertising also often seeks to persuade primarily by an appeal to sentiment rather by an
appeal to intellect” (Schultz, 1990, p.32). Some examples are advertisements that associate products with feelings
of well-being, fun, humor, freedom, romance, glamour loved ones and such. Gigantic industries like Coca-cola,
Pepsi and McDonald’s could be observed using such types of ads internationally. Even though these advertisements
are said to appeal the consumers intellectually and emotionally, “advertising cannot create primary demand in
mature product categories” (O’Guinn, Allen, & Semenik, 2005, p. 125). This theory is also agreed upon by the Metro
Manila consumers in their survey.

*5 being the highest

Figure 5.1 has a graph about the belief of Metro Manila consumers on how advertisements influence their
decisions. As proven in the figure, there are more than 50% of the participants in the high-school category who
answered 4 and 3 compared to the other categories where at least 50% of their participants answered 2 and 1. This
could mean that younger participants are more influenced to ads compared to adults. Therefore advertisements
appealing to intellectual are effective especially to the innocent consumers.

So, “in those cases, the ads are not intended as true representations of reality or as narratives that correspond to
the truth, but rather as rhetorical and metaphorical evocations that are designed to appeal to the consumers’
emotions and aspirations for the purpose of creating positive and alluring images for the products in the minds of
the consumers” (Lane, & Russell, 2001, p. 91). Therefore, truth could be simply not relevant in advertisements.
Seventy-four percent of American consumers either “strongly” or “somewhat strongly” believe that “most
advertisements deliberately stretch the truth about the products they advertise,” claims Jhally (1990, p. 103). This
statistics would not really surprise most consumers, since advertising is a form communication that does its best to
stretch the truth in order to create some profit. “As communication genre, it wants you to believe and dispel belief
in the same breath” (Burton, & Purvis, 1991, p. 23).
The last line advertisers cross to earn millions, is accepting assignments in which harmful products are to be
advertised. In particular, advertising for alcohol and tobacco products have been a controversy in most countries
claiming to encourage consumers to use unhealthy products. Some countries, such as Canada, Finland and
Philippines, have completely banned cigarette companies from advertising their product. While other countries,
such as United States and Australia are very successful in anti smoking campaigns in which cigarette advertising is
not entirely banned but all public places are banned from smoking (Arens, 2004). The government does possess the
right to intercede, when it believes it needs to, in order to restore a health environment for the majority. “In most
advertising environments, administrators have embraced what they label a self-regulatory model, in effect
establishing a situation in which the industry or profession is doing the regulating with varying degrees of
contribution from other stakeholders, including the government” (Burton, & Purvis,1991, p. 12). In the Philippines,
the government, employing Burton, & Purvis self-regulatory model, utilized its power in banning cigarette
advertisements. Such action is required by the government, the reduction if not absolute elimination, for the benefit
of the majority in the society.

Exhibited in figure 6.1 are the responses Metro Manila consumers on government banning cigarette companies to
advertise. As, portrayed above, around 55% do agree that cigarette companies should be banned in advertising.
While around 5% disagree with the majority. The irony is in figure 4.1 49 out of 56 believes that it is unethical for
advertisers to advertise harmful products while in this figure only 32 out of 56 believes that cigarette ads should be
banned.

Advertisements such as these should be effectively self-regulated. Effective self-regulation calls for the development
of a commitment to the wider community, no just to a business firm’s consumers. In this regard, “a process of
consultation between industry, consumers and government is established as each has a role to play to make the
system work” (Belch, & Belch, 2007, p. 89). Government offers a public policy perspective, whereas business firms
offer the alternative view to a regulatory environment (Burton, & Purvis,1991). Consumers input are just as
important in order to maintain relevance and confidence in the system. Especially now, where the advertising
industry gets intense in competing for consumers limited resource of time by seizing their attention to withhold
interest in the advertised product, ignoring the moral obligation they have as advertisers to the consumers.
Therefore, in this immense competition there is a chance that most, if not all, advertisements have already cross
the border of ethics.

This research paper has discussed on unethical advertising in the Philippines. Unfortunately, in-depth discussion
on the Filipino consumer’s perspective on ethics, advertising strategies and theories practiced in the Philippines
and rules and issues of unethical advertising present in the Philippines has not been fulfilled. This is because of the
very few past researches done in this topic. The lack of sources on Filipino consumer’s perspective of ethics gave
need of conducting surveys, which results are shown in the figures presented in this paper. However, the sampled
used in the survey is not big enough giving a possibility on a significant error percentage. In addition, the survey
has not been conducted throughout Metro Manila, the heart of Philippines commerce, but just a part of Metro
Manila. So the survey reference is not enough for more in-depth discussion on the issues where the line of ethics
would be drawn for Filipino consumers.

For the advertising strategies conducted, theories practiced, rules implemented and issues seen on unethical
advertising in the Philippines discussed in this paper, the references used were written by foreign authors with a
very credible background. They wrote regarding on advertising theories, examples, issues and ideals based on the
western countries. Regrettable, most of the authors have not conducted researches on the advertising scenario in
the Philippines. Although, some theories are applicable everywhere, the culture and economic position of the
Philippines is really different from the western. This research paper selected references consisting of theories
applicable ubiquitously so that it could be used to study unethical advertising in the Philippines.

Furthermore, the time allotted for this research paper was very limited for a more extensive research. With a two
month time allotment, not all useful resources were gathered. Resources were limited to the books available at the
university library. Likewise, the time allotted for the survey was approximately two days. Consequently, not much
respondents were sought in a very short period, sacrificing the accuracy of the results.

The recommendation to improve the credibility of the research paper due to lack of written resources is interviewing
credible persons. A well-renowned Filipino anthropologist may give answers on the culture of ethics in the
Philippines. Another recommended interviewee are marketing or advertising managers, because they have put into
practice the theories and understood which one is applicable in the Philippines.

Although, there is lacking written resources about unethical advertising, written resources should not be entirely
forgone. Resources such as Advertising Ethics by Spence, E., & Heekeren, B. V. and International advertising:
Realities and myths by Jones, J. P. , are needed for conducting this study. These resources would greatly help in
building the foundation for this research.

With the interview and written resources, the survey should also be a part of the research. This research method
would gather information from the individual directly involve in the research at hand. It would be best if more time
is allotted here, to disperse the survey form different parts of the Philippines or at least the Metro Manila and to
increase the number of respondents for lower statistical percentage error of the survey.

Over all, the existence of unethical advertising is evident everywhere even here in the Philippines. It is evidently
seen in the unrealistic promises made by business firm to promote sales. Even harmful products are being
advertised without shame just to profit. The advertisers are also becoming masters in playing with the minds of
their potential consumers. This psychological impact on consumers particularly on children is shamelessly used
even by big companies like McDonalds. Consumers at the very least should be aware of these unethical strategies.
 -============================-

41 Public relations versus marketing versus advertising

Many people confuse public relations with marketing and advertising. Although there are similarities, there also are
key differences.

Probably the most important difference between marketing, public relations, and advertising is the primary focus.
Public relations emphasizes cultivating relationships between an organization or individual and key publics for the
purpose of managing the client’s image. Marketing emphasizes the promotion of products and services for revenue
purposes. Advertising is a communication tool used by marketers in order to get customers to act. The image below
outlines other differences.

“The difference between marketing, public relations, and advertising” by Jasmine Roberts and Michael Shiflet is
licensed under CC By 2.0.

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The Difference Between Marketing & Advertising and How Both Work

Marketing

 Oct 18, 2017 0 Comments

The terms marketing and advertising are often used interchangeably. In reality, though, they’re entirely different

types of promotional strategies.

Learning the difference between marketing and advertising can help you sell more of your digital products  because

you’ll understand the subtleties of each practice. Furthermore, you won’t waste money, time, or effort on a strategy

that might not produce any ROI for your business.

First, it’s important to understand that advertising is a subset of marketing. It’s just one avenue by which to reach

potential consumers and move them through the sales funnel. Marketing has a much larger umbrella and includes

numerous other strategies that entrepreneurs can use to grow their businesses.
 In larger companies, marketing and advertising are often split into two departments. They often work independent

of one another as well as from the sales department. This results in poor communication, confusing messaging, and

other problems that can get businesses in hot water.

As an entrepreneur, however, you probably handle marketing and advertising yourself. This can actually give you

an advantage because you’re trying to reach the same goals with both activities.

So let’s look more closely at marketing and advertising, compare them with one another, and check out a few

examples of how companies use marketing and advertising to reach similar goals.

What Is Marketing? 

Marketing covers all activities in which you engage to bring customers to your business and convince them to

convert. As we mentioned earlier, it’s a large umbrella.

The goal with your marketing efforts is to usher customers through the sales funnel. You want to convert visitors

into leads and leads into customers. Sometimes it happens in a matter of minutes, and sometimes the conversion

process takes weeks or months.

While it’s not a complete list, here are a few of the most common marketing strategies that you might use to sell

your online courses:

 Email marketing
 Social media marketing
 Content marketing
 Influencer marketing
 Advertising
 Direct marketing
 SEO and search engine marketing
 Content marketing
 Referral marketing
 Loyalty and rewards programs
 Agile marketing
 Affiliate marketing
 Inbound marketing
 Outbound marketing

As you can see, you have plenty of options if you want to spread the word about your digital products and grow

your business. However, you need the right strategy if you want to turn those coveted leads into customers.

To do this effectively, many marketers use the four P’s of marketing:

 Product
 Price
 Placement
 Promotion

Each step in the process guides customers toward a purchase decision and helps you position your products more

attractively for consumers. We’ll look at each of the four P’s so you can master them for your business’s benefit.
 1.  Product 

You can’t market anything until you have something to sell. It could be a product or service, but for now, we’ll focus

on products.

In a retail environment, for instance, you might have products ranging from clothing and groceries to electronics

and media. You can market products both online and off, depending on your user base and how you prefer to bring

customers to your business.

When you’re creating and selling online courses, you need at least one course to start the marketing process — or,

at the very least, a solid understanding of what your course will offer once you launch it. There’s nothing wrong

with generating a little buzz in advance of the product’s release.

The important thing is to use marketing to focus on a product’s benefits rather than its features.

Features tell the customer what the product does or offers. Benefits tell the customer what advantages he or she

will gain from the product.

See the distinction?

To see this in action, let’s look at two statements that you might put on your Kajabi landing pages or other pages

on your website:

 My course offers three 30-minute videos, four live webinars, a toolkit for you to use, and more than 30,000
words of content.
 My course will teach you how to set realistic, achievable goals; improve your time-management skills, and
create processes to make your professional life more efficient.

Which statement sounds more attractive?

The first statement is nonspecific and a little overwhelming. The second, meanwhile, conveys clear benefits to which

the customer can relate.

When you’re marketing your products, you want to focus on connecting with your audience emotionally and

psychologically.

We’ll dive a little deeper into promotion later on, but you need to know your product inside and out if you want to

market it effectively.
2. Price 

The price at which you sell your product will determine whether or not you’re competitive in your industry. If you

price your product too high, you’ll turn away prospects. Pricing your product too low, however, sends the message

that it offers inferior quality. Plus, you won’t generate much revenue from your efforts.

Conduct considerable research into other digital products in your industry. What do your competitors sell their

products for? How can you undercut them or otherwise strategically make your product more attractive to the

consumer?

The price aspect of the four P’s of marketing also includes issues such as discounts, coupon codes, and payment

plans. You might want to offer introductory or early-bird discounts, for example, or allow customers to pay in

installments in exchange for a slight increase in the price.

Additionally, if you have more than one digital product, consider bundling them together at a slight discount. This

is a great strategy for upselling your products and immersing your customers more deeply in your brand.

3. Placement 

At this stage, you need to identify the channels by which you’ll market your product. You have numerous options

(refer to the list above), but you don’t have to use all of them. In fact, you shouldn’t.

Why? Because your particular industry and entrepreneurial culture won’t align well with every marketing channel.

For instance, if you’re working in the lifestyle space, you likely want to target visual social media channels, such as

Pinterest and Instagram, rather than those that depend more heavily on text, such as Twitter. The same goes for

other marketing channels. Pick and choose based on where you’ll find your audience — and where you can impress

them.

4. Promotion 

Now we get to the hard work of actually promoting your products, which is the cornerstone of marketing. You want

to make as many people as possible aware of what you offer, then convince them to buy your products with

minimal cost to your business.

It’s harder than it sounds, but it’s also feasible. You just need a sound strategy.

Kajabi offers many promotional tools within the platform itself and through integrations with other platforms. You

can develop an entire marketing plan through the Kajabi interface, which will help keep your marketing efforts

more organized and accessible.

 How Marketing Works 

Understanding the difference between marketing and advertising requires an in-depth tour of how marketing

works. Otherwise, you can’t differentiate between the two.

Marketing is a process or system designed to attract customers to your business and guide them through the sales

funnel.

It all starts with touchpoints. For marketing to work, you need consumers to make contact with your business in

some way. It could be visiting your website, following you on social media, or some other touchpoint. Whatever the

case, you want to create as many touchpoints as possible, then track the ones that prove most effective.

You might notice that frequent patterns emerge. For instance, if Twitter serves as the most frequent touchpoint,

you might see a pattern that looks like this:

Of course, you might also find that, as your business grows, the patterns become less discernible. This typically

means that you need to focus your attention on more touchpoints so you don’t lose potential customers.

Ideally, the marketing process results in a sale. The lead appreciates your content, identifies with your brand, and

sees value in your product. You get money in exchange for the value you provide.

But marketing doesn’t stop there.

Your marketing strategy should also include a plan for customer retention. You want your existing customers to

continue to buy from you. Otherwise, you’ll have to spend more money to attract new customers over and over

again.

What Is Advertising? 

Now that we’ve covered marketing in detail, let’s look at advertising in particular. As mentioned above, it’s a subset

of marketing.

In some ways, the difference between marketing and advertising is similar to the difference between inbound and

outbound marketing.

Instead of attracting the customer to the business through organic means, advertising uses money to target specific

consumers. Several different types of advertising exist:

 Television
 Radio
 Newspaper
 Magazine
 Paid social
 Paid search
 Display advertising
 Direct marketing
 Product placement
 Billboards

Each of these methods can help you reach more consumers, but they can also drain your budget quickly if you

don’t have a strategic plan in place.

Understanding the different modes of advertising can help you pin down that strategy.

Cognitive 

A cognitive advertising strategy involves directing messages at consumers’ abilities to reason logically through a

problem and to recognize a solution. For instance, let’s say that you create online courses that teach people how to

eat healthier. You could appeal to your audience by identifying with the problem (unhealthy eating) and

demonstrating an alternative that can lead to quantifiable benefits.

You could address issues like obesity, heart disease, stroke, diabetes, and other illnesses that impact people who

eat unhealthy meals.

This type of advertising appeals to consumers because they feel respected and understood. It can also drive

conversions by using hard facts and figures to convince consumers that you offer a product they can’t (or at least

shouldn’t) miss.

Affective 

Emotional or affective advertising targets consumers’ emotions instead of their minds. It inspires an emotional

response through effective messaging, visuals, and other elements.

Let’s take the healthy-eating example from above. You could target consumers with affective advertising messages

by appealing to their sense of frustration, their feelings of depression, and their worries that they won’t ever break

poor habits.

Conative 

If you decide to use conative advertising, you’re appealing to your prospects’ impulses. You want them to buy your

product not because of a cognitive or affective response, but because they don’t want to miss out on an

opportunity.

Coupons, sales, clearances, and point-of-purchase advertising are common examples of conative advertising. You’re

asking consumers to make split-second decisions before they can react to your actual message.

However, you want an affective or cognitive response after the customer buys the product. Otherwise,

disappointment can lead to a lost customer, poor online reviews, and other consequences.

How Advertising Works 

To set up an advertising strategy, you need to identify the channels through which you’ll advertise your products,

then design copy and creative to meet your specific goals.

For instance, maybe you want to design a display advertisement for space on a popular industry blog. You’ll need

advertising copy (the text in the ad) as well as creative (the graphic or visual elements) to work in harmony. You

also need a compelling offer or call to action that makes your ad too impressive to ignore.

You then track clicks on your ad to determine whether the return on investment is worth whatever you’re paying for

display advertising.

The same goes for paid search, paid social, and print or broadcast advertising. Always have a metric goal in mind. If

you don’t meet it, move on to something else that might provide better ROI.

Marketing Vs. Advertising: Comparison Chart 

You’re more familiar now with the difference between marketing and advertising, but a side-by-side comparison

might help you decide what strategy to use as an entrepreneur.

Marketing Vs. Advertising: Examples 

Now let’s look at a few examples of advertising and marketing side by side.

Coca-Cola 

It’s easiest to choose big companies because of their abundant examples of each. We’ll start with food and beverage

company Coca-Cola.

The brand has produced some of the most memorable advertisements, such as those they have created for the

SuperBowl.

As you can see, Coca-Cola is using effective advertising to stimulate its customers’ emotions. The message of

inclusivity and American unity resonated with many people.

Let’s contrast that with some of Coca-Cola’s marketing efforts.

This is a recent post from Coca-Cola’s Instagram account. It’s a series of images that teaches its followers how to

build a solar eclipse viewer.

You’ll notice that there’s not a single can of Coca-Cola in view. In the text part of the post, the company uses its

“One great new experience deserves another” messaging to resonate with its fans.

This post generated significant social shares and 6,623 likes as of September 2017. That’s pretty impressive.

This is an example of marketing because it’s educational, informative, and brand-lite. It’s designed to bring people

to the company’s Instagram account and encourage them to follow Coca-Cola.

Nike 

This is another major brand that has consistently produced excellent examples of both marketing and advertising

materials.

If you run a Google search for “men’s nike running shoes,” you’ll see several ads at the top of the SERPs.
This is an example of advertising. If you click on the link for Nike, you’re taken to a landing page for the Converse

Thunderbolt shoe displayed in the ad.

You’ll notice, though, that other brands — including Kohl’s, JCPenney, and Academy — are competing for those

clicks. JCPenney uses a Google Ad extension that advertises a 24 percent price drop on the shoe it’s advertising.

There’s significant competition for a keyword like this, which drives up the price.

Nike also engages in significant marketing strategies. For instance, you can visit the Nike blog to view marketing

content related to the brand.

Categories like “classic kicks,” “drop dates,” and “uniforms” help consumers find the content they want. You’ll see

plenty of branded marketing content as well as more educational or entertaining content. The company has created

an intriguing mix.

The blog is an example of marketing because it’s hosted by Nike and because its purpose isn’t necessarily to drive

immediate sales, but instead to immerse customers into its brand.

Conclusion 

The difference between marketing and advertising might seem slight, but as you can see from the descriptions and

examples above, there are major differences. Marketing is a huge umbrella concept of which advertising represents

just one option.

You might want to advertise your online courses if you think it will boost your ROI and bring in more customers.

However, if you’re more conservative, you might stick to other marketing strategies that don’t require you to put up

significant amounts of money.

Either way, knowing the difference between marketing and advertising can make a huge impact on your success as

an entrepreneur.

Understand the four P’s of marketing and how they apply to your marketing strategy. Learn how marketing works,

then apply what you’ve learned to your own digital products. Test different strategies until you find an effective way

to reach your audience.

Get familiar with advertising, too, even if you never engage in it. Researching advertising can help you find ways to

engage with customers on a cognitive and affective level. You can also learn how to inspire impulse purchases.

Marketing and advertising are both effective ways to sell online courses. Have you tried either of these strategies?

What has worked for you in the past?

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Marketing vs. Advertising vs. PR: 3 Key Differences You Need to Know About
But, do they really all mean the same thing?

When it comes to marketing vs. advertising, it’s challenging to know exactly what the difference is. After all, from
public relations to sales to publicity, there are so many different terms that are used interchangeably to describe
activities that all contribute to a larger, shared goal.

But, do they really all mean the same thing?

Or, is there a notable difference between marketing and advertising?
Is there a major difference between marketing and sales?
What about public relations versus marketing?
Is your head spinning yet? We can’t blame you. These different terms all fall under one large umbrella, and that really
only makes it that much tougher to figure out exactly what each one is supposed to represent.
So, before we roll up our sleeves and dive into the noteworthy differences between these different fields, let’s start by
defining each term.
What is Marketing?
The Formal Definition: An aggregate of functions involved in moving goods from producer to consumer.
Put simply, when you think of marketing, it’s best to think of a process as a whole—rather than a singular activity.
Marketing is the whole puzzle, as opposed to a single piece.
It’s for that reason that most businesses have marketing departments that encompass many of the other terms and
activities you see listed below (including advertising and public relations).
Marketing is a broad term that represents all of the different efforts and activities that businesses and brands put into play
in order to get a product or service in front of more eyeballs, attract new customers, and maintain solid relationships with
existing ones.
What is Advertising?
The Formal Definition: The action of calling something to the attention of the public especially by paid announcements.
In contrast, you can think of advertising more like a singular activity—as opposed to an entire process or strategy.
Advertising involves promoting a product or service through paid means. Whether that’s installing a billboard, purchasing
Facebook ads, or even placing a radio commercial on Pandora or a local radio station, advertising is typically paid
promotion.
It’s an effective way to get a particular product or service in front of a larger audience, and advertising is typically dictated
and directed as part of the overall marketing strategy for an organization. It’s a singular piece of the larger marketing
puzzle.
What is Public Relations?
The Formal Definition: The business of inducing the public to have understanding for and goodwill toward a person, firm,
or institution.
If you’re trying to get a better grasp on what exactly public relations is, here’s another term that you can use
synonymously: reputation management.
Put simply, the goal of public relations is to foster a positive reputation for a particular business and brand through
various announcements and efforts.
Perhaps this involves a press release (here’s a handy press release template, by the way!) about a community-focused
program or an expansion.
Or, maybe it’s a special event for customers or stakeholders. Perhaps it involves doing damage control on a scandal or
some not-so-flattering news. There are plenty of different public relations activities that come into play.
Public relations is all about fostering positivity and goodwill within the community to continuously elevate a brand or
business’ reputation.
The Major Differences
With those definitions mapped out, the differences between these three terms start to become a little more evident.

However, if you still need some added clarity on what exactly separates one thing from the other, let’s dive into some of the
key differences between marketing, advertising, and public relations.
1. Their structure.
As mentioned previously, the structure of these different things is one key differentiator. Marketing itself is an entire
process that numerous different activities fit into.
“Think of marketing as a pie,” explains Laura Lake in a post for The Balance, “Inside that pie you have slices of
advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales
strategy, and community involvement.”
When it comes to structure, this means that advertising and public relations are
largely the same—they’re both individual pieces within the overall marketing pie.
However, if you’re aiming to differentiate marketing from anything else, thinking of structure is the best place to start.
Marketing represents the entire process and strategy—rather than being a singular task or activity.
2. Their goals.
Here’s another thing that can make differentiating between these terms so challenging: Essentially, they all contribute to
one major goal—increasing sales of a particular product or service.
However, within that larger goal, they also each have individual goals that can help you understand how they differ from
one another.
Admittedly, they’re all similar (as they should be in order to push the company forward!). But, there are some things that
distinguish them.

 Goal of Marketing: To acquire new customers while fostering and maintaining a good relationship with
them well into the future.
 Goal of Advertising: To inform, persuade, or remind customers about your brand or product.
 Goal of Public Relations: To create, maintain, and protect the organization’s reputation, enhance its
prestige, and present a favorable image.

3. Their efforts.
As we touched on in the definitions of each term, there are different efforts and activities that help to differentiate these oft-
confused labels.
For a brief example, answer this one simple question (think of it as a pop quiz of sorts): Which of the following is not an
aspect of advertising?

A) Purchasing a half-page in a local magazine to promote your new product.

B) Placing ads on Facebook to target your ideal customers.
C) Running an advertisement on Pandora to announce your new and improved features.
D) Putting out a press release about your new product.
If you guessed “D”, you’re correct. As a reminder, advertising involves paying for specific promotion. Option “D” fits more
into the public relations category, as a press release is a traditionally more PR-related activity.
To bring even more clarity to how these efforts differ from each other, let’s break down some common activities associated
with each.
Traditional Marketing Activities:

 Market Research
 Advertising
 Publicity or Public Relations
 Sales
 Merchandising
 Distribution

Remember, marketing represents the overall process of getting a product or service in front of more eyeballs—which is why it
encompasses both advertising and public relations.
Traditional Advertising Activities:

 Television Advertisements
 Radio Advertisements
 Print Advertisements
 Direct Mail Campaigns
  Billboards and Signs
 Banner and Website Advertisements
 Pay-Per-Click Advertisements
 Social Media Advertisements

Traditional Public Relations Activities:

 Press Releases
 Business or Community Events
 Speaking Engagements
 Media Relations
 Sponsorships and Partnerships

Where Does Sales Fit in?

Ultimately, these activities are different. But, in the end, they all work in support of gaining new customers and increasing
sales.
So, with that in mind, you’re likely still left with one lingering question in the back of your mind:

What about sales?

Where does that fit into this overall puzzle?
Is there a difference between sales and marketing?
There’s no denying that the two are closely related. And, they’re ultimately both aimed at increasing revenue for a brand or
business. However, there is a distinct difference between the two of these terms.
If we broke it down to the basics, marketing is everything that you do to reach and persuade prospects and the sales process
is everything that you do to close the sale and get a signed agreement or contract,
– explains Laura Lake in a separate post for The Balance.
In other words, marketing exists to generate leads and gain the attention of prospective new customers. However, it’s up to
sales to swoop in, provide some extra persuasion, and ultimately close the deal.
When it comes to marketing and sales, you really can’t have one without the other. For that reason, some companies put
these two activities into one grouping, while others have entirely separate departments.
But, regardless, it’s important that sales and marketing work closely together in order to achieve the desired final
result of securing more purchases and customers.
Making the Most of Your Efforts
With so many different activities to be handled, there’s another important consideration you should make: maximizing
your time spent on each of them.
What exactly does that mean?

Well, some companies focus a lot of energy into public relations while others are

pump tons of resources into advertising. Each of these methods are important. But, that doesn’t mean they all carry
exactly the same weight from one business to another. For example, your brand might see better results from just one of
those.

So, with that said, the smartest thing you can do in order to make the most of your marketing efforts is to track your time
using a tool like Toggl.

By keeping a watchful eye on the time you invest in various ac

tivities, you can decide which activities actually have the most payoff for you. You’ll be able to identify those campaigns
that really deserve your focus, allocate your marketing budget more effectively, increase sales and conversions, and
ultimately make sure the time you spend on marketing is that much more effective.

Your Marketing Glossary

With all of this in mind, you likely will no longer have to ask yourself what is the difference between marketing and
advertising and you won’t experience as much confusion about public relations vs. marketing.
But, even with all of that new knowledge under your belt, it can still be tempting to use these terms
interchangeably.
In order to prevent you from adding to the confusion, we’ve pulled together this handy glossary of synonyms that you can
use—that are actually correct.
Potential Synonyms for Marketing:

 Promotion

Potential Synonyms for Advertising:

 Paid Promotion
 Ad Buying
 Media Buying

Potential Synonyms for Public Relations:

 Publicity
 Media Relations
  Reputation Management

Over to You
Marketing, advertising, public relations, and sales are often terms that are easily swapped out for each other. But, just
because that happens frequently doesn’t necessarily mean it’s correct.

The terms actually have distinct differences that should be noted when figuring out how to best promote your own brand
or business.

So, when mapping out your marketing strategy, keep these different terms in mind to come up with your own
comprehensive plan. If nothing else, knowing the differences between these labels means that you’re sure to ace your next
trivia night!

BY KAT BOOGAARD

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Difference Between Marketing and Advertising

Last updated on April 14, 2017 by Surbhi S

No one can deny the fact that the survival of business, mainly
depends on its customers. And so the concern should plan its marketing strategies in such a way that it can turn
shoppers into buyers. While marketing refers to a process of promoting or selling products and services with the
help of tools like marketing research and advertising.

There are many who think marketing is equal to advertising, but the thing is that marketing is a discipline, while
advertising is just a branch of it. Advertising is a paid form of communication for the people, which aims at
imparting information, create needs and instigate action, that is beneficial to the sponser of the advertisement.

There are a number of ways in which these two terms differ from one another, which are discussed in this article.
So, come let’s take a look at the difference between marketing and advertising.

Content: Marketing Vs Advertising

1. Comparison Chart
2. Definition
3. Key Differences
4. Similarities
5. Conclusion

Comparison Chart

BASIS FOR
MARKETING ADVERTISING
COMPARISON

Meaning The activity of understanding the market Advertising is a part of market

conditions in order to identify the communication process which is done
customer needs and creating such a with the aim of seeking attention of the
product that it sells itself. public towards a particular stuff.
 BASIS FOR
MARKETING ADVERTISING
COMPARISON

Aspect Product, Price, Place, People, Promotion, Promotion

Process.

Term Long term Short Term

Scope Market Research, Promotion, Radio, Television, Newspaper, Magazines,

Advertisement, Distribution, Sales, Hoardings, Social Media, Sponsorships,
Public Relations, Customer Satisfaction. Posters.

Importance More and more sales Creates Awareness

Focus on Creating market for the new or existing Grabbing the attention of the general
product and building brand image. public.

Definition of Marketing

Marketing is a long-term business activity, which starts right from the market research to customer satisfaction.
Marketing is a pivotal activity which is not all about promoting the product, but it is meant to understand the
market conditions, identify customer needs, designing a product as per the requirement, selecting the best media
for promoting the product, advertising it through various channels, determination of price, distribution & selling
the product, creating public relations, providing after sales service in order to satisfy the customers.

In a nutshell, Marketing is a promotional process of bringing the right product to the right marketplace for the right
people at the right price.

Marketing is how effectively you explain the value of your product or service to influence the customers in such a
way that they ultimately buy it.

Definition of Advertising

Advertising is a part of the marketing process and the most expensive one. It is a monologue activity done with the
aim of persuading more and more people towards the product or service. It is a technique through which one
message can reach a large number of people within seconds. Therefore, the company uses this way to promote their
product or service to grab consumer attention.

Advertising can be done through various channels like ads on radio, television, website, newspapers, magazines,
journals, hoardings, banners, social media, sponsorships, posters, banners, neon signs, etc.

Advertising can be done for promoting a product or service or providing some relevant information or opinions or
public notices. It creates awareness among people on various products, i.e. people can easily identify what to eat,
wear, use, etc. They can also classify easily between true and false (misleading) advertisements.

Key Differences Between Marketing and Advertising

The difference between marketing and advertising is given as follows.

1. Advertising is marketing, but Marketing is not advertising.

2. The product, Price, Promotion, Place, People, Process are the six major aspects of Marketing. Promotion is
the major aspect of Advertising.

3. Marketing is done with the intent of increasing sales while Advertising is done with the objective of
inducing customers.

4. Marketing focuses on creating a market for the product, and building reputation whereas advertising
focuses on seeking public attention.

5. Marketing is a long-term process. On the other hand, advertising is a short term process.

Similarities

 Major objective is to increase sales.

  Promotion of the product.
 Explaining the value of product or service to target customers.

Conclusion

In the business context, marketing and advertising are very big terms which are used many – many times. So
understanding the difference between the two is vital. After reading this article excerpt, if you still have some
doubts then you can understand it by an example that – marketing is to pull the customers, whereas advertising is
to attract them.

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Marketing vs. Advertising: What’s the Difference?

It may seem like advertising and marketing are two concepts that share exactly the same objective. In fact, they do
have the same objective: alerting consumers to products and services being sold. Marketing and advertising have
many things in common, but there are some differences. Comprehension of these differences and similarities will
help any business or organization with their strategy for customer and audience acquisition.

What Is Marketing?

Marketing is a process that involves design, creation, research and data mining about how to best align the idea of
a product or service with the target audience. Marketing helps to define the product even more than the actual
product does.

How Do You Market?

Marketing involves research and analysis. This involves studying audience response and creating language and
design that will best influence that audience. Certain groups of consumers respond better to images and words
than others. Slogans and mission statements that best communicate the “message” of the product are essential to
marketing. Marketing strategy can be broken down into the 4 P’s: product, place, price and promotion.

The message of a marketing campaign transmits what kind of people can use the product, what kind of
environment best suits the product and other related information. The message is communicated through
marketing materials, which create tone and personality of the product as well. Another aspect of market research is
pricing and ways to distribute the product.

What Is Advertising?

Advertising is the literal process of making a product and service known to an audience. It is the description used
to present the product, idea or service to the world. This generally entails advertising campaigns in the media. An
advertising campaign uses creative positioning in the media. Advertising must be timely and used in a specifically
strategic way.

How Do You Advertise?

Advertising gets the word out about a product or service. This involves creating a campaign that aligns with the
wants and needs of the prospective audience. A great advertising campaign uses a mixture of media to best
generate excitement for a product.

For example, if the product is geared toward a younger audience, then social media platforms like Facebook,
Instagram and Twitter might be the best way to reach that audience. Other consumer groups may respond better to
radio, television or print ads. Most advertising campaigns use a combination of media to reach the widest audience
possible.

What Are the Similarities Between Marketing and Advertising?

First of all, it’s important to note that advertising is a component of marketing. Marketing refers to preparing a
product for the marketplace. Advertising is making your product and service known to an audience or marketplace.
Advertising is a specific step of marketing. Advertising uses the data and research collected by marketing strategies
to best communicate the brand.

Marketing is a more controlled and wider-reaching process, while advertising is specific to brand communication. In
a way, marketing is both research and practice, while advertising is straight practice. Marketing involves consumer
behavior and marketing research, while advertising involves creative endeavors like design and multimedia
production.

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The Difference Between Marketing and Advertising

If you ask the person next to you about the difference between marketing and advertising, there’s a strong
possibility you won’t get a clear answer. That’s because for many people, there’s only a subtle difference between
marketing and advertising that’s often difficult to explain.
To be honest, advertising and marketing are closely related disciplines that have much in common. Yet they differ
in many ways too. To see the differences and how each can benefit you as a small business owner, you must first
understand the basics of both.

The Difference Between Marketing and Advertising

What is Marketing?

Marketing, in simple terms, refers to the means of communication between a company and its target audience. The
American Marketing Association defines it as “the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at
large.”
Marketing involves techniques such as market segmentation, target group identification and market analysis to
adopt the right strategy for customer engagement and product promotion.
Four primary elements that form the crux of marketing include Product, Price, Place and Promotion. These
elements were introduced by marketer E. Jerome McCarthy. See the breakdown for each of these elements below.

Product

A product is seen as an item that addresses a consumer demand/need. It could be a tangible good or an intangible
service.

Price

This is the amount customers pay for the product. Price determines the company’s profitability and thereby
whether or not the company will succeed.
Place

Products must be located at a place where consumers can access them. Place involves strategies such as selective
distribution, franchising and exclusive distribution.

Promotion

All means of communication that a company adopts to provide information about the product are considered
promotion. Promotion may include elements such as public relations, advertising and sales promotion.
Let’s now try and understand what advertising means.

What is Advertising?

Advertising is defined as a form of marketing communication used by companies to promote or sell products and
services. In essence, advertising is one of the components or subsets of marketing. In other words, if you think of
marketing as a pie, then advertising will be an important slice of that pie.

The primary goal of advertising is to influence the buying behavior by promoting a product, service or company. To
achieve this goal, advertising focuses on creative positioning and media. In doing so, advertising spreads awareness
about what you have to offer.
According to the “Hierarchy of Effects” model  put forth by Robert J. Lavidge and Gary A. Steiner, a buyer moves
through six stages when making a purchase. These are awareness, knowledge, liking, preference, conviction and
purchase. These six stages are further divided into three categories: Awareness and Knowledge (Cognitive), Liking
and Preference (Affective) and Conviction and Purchase (Conative).
These three categories are explored a bit further below.

Cognitive

At this stage, consumers process the information provided to them through the advertising communication.
Advertising should, therefore, present information on the product benefit to pique the interest of the target
audience.

Affective

When consumers are in the affective stage, they should be able to start associating with the brand. Advertising
should, therefore, resonate with the audience’s emotional aspects.
Conative

The conative stage refers to a stage where buyers are either actually making a purchase or simply showing the
intent to purchase. At this stage, advertising evolves into a method of expediting the purchasing process.

How Do Advertising and Marketing Differ?

Now the big question is how do marketing and advertising differ? As mentioned above, marketing presents the
overall picture of how a company promotes, distributes and prices its products or services. Advertising is a
component of this overall picture.
Apart from advertising, a marketing plan includes other components such as public relations, sales and
distribution strategies. All these elements are expected to work both independently and interdependently. All must
work together to support the same marketing goal.
What’s interesting to note is that advertising typically accounts for the largest expense in most marketing plans. It’s
not difficult to understand why. A well-executed ad campaign is run on multiple channels and at a high frequency
to create the desired impact.
It’s also worth mentioning that creating a marketing plan is typically more time-intensive than creating an
advertising campaign. Since marketing involves various disciplines such as market analysis, marketing research,
positioning and segmentation, it includes more strategizing than does advertising.
In other words, advertising supports marketing by creating the right buzz about a company’s product or service. It
generates curiosity in the minds of the target audience, but ultimately works to support the overall marketing plan.

Blurring the Line Between Advertising and Marketing

In the digital era, the thin line that exists between marketing and advertising is getting increasingly blurred.

With search engine marketing (SEM) and display advertising, digital marketers are now working in the online ad
space. And social networking is turning out to be the most preferred channel for most of these marketers who are
pairing advertising with marketing to achieve best results.
But that doesn’t necessarily mean it’s a good thing. Here’s why.
Many believe social media is a powerful marketing channel that should be used cautiously for advertising purposes.
Ted Rubin, Chief Social Marketing Officer at Collective Bias explains in a guest blog on IBM.com, “Ads have their
place, but too many brands try to “advertise” within their social communications to drive immediate action. Not a
good scenario, because over time that misuse of the medium diminishes trust and efforts to build relationships.

To leverage social media in the most optimal way, marketers need to have the right strategy for advertising and
marketing. To begin with, it’s important to understand what customers want. Do they use social media to be
bombarded with adverts and gimmicks? Or are they looking for information presented in an interesting way?
Brands that have checked the pulse of their target audience know how social media can benefit their integrated
marketing communications strategy. Keeping that in mind, they know how to leverage it without overusing it.
For businesses, the key thing is to really understand how advertising and marketing work together to bring about
the right results.

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