RESPONSE PAPER : ADVERTISING AND MARKETING STRATEGIES

OUMAIMA AJBILOU GROUP 1

The terms marketing and advertising are often used interchangeably.

And while these two concepts are related, there are some critical differences to be aware of
when it comes to strategies planning and decisions making in order to attract the attention
of consumers.

While objectives of marketing and advertising often have similar goals (generating interest,
expanding the brand by attracting more clients), there are distinct differences that need to
be clarified.

And to detect those differences a good understanding of each element is necessary.

Advertising

Advertising is defined as the paid, non-personal distribution of a persuasive message with

the purpose of promoting products or services to current or potential customers by acting
on the process of this advertisement through the canals as : newspapers, TV, direct mail,
billboards, radio, online and other element that influence the consumer interaction with the
Ad like Ad placement or the Frequency of ads displayed.

Its strategies aim for filling the functions that advertisement has: Provide Product & Brand
Information, Provide Incentives to Take Action and lastly Provide Reminders and
Reinforcement.

The goal of a great ad is to satisfy the Customer’s Objectives by Engaging Them & Delivering
a Relevant Message and at the same time achieve the Sponsor’s Objectives and that by
following a dual Process where the goals of both actors in this process are strongly linked,
satisfied and balanced.

Marketing

Marketing is the process of taking goods or services from the concept phase to the point
where customers will want to purchase those goods or products from an individual business
or brand.

Marketing involves: The Four Ps: product, price, place, and promotion, Strategy
development and execution and Ongoing communications and sustained audience
engagement

A marketing strategy refers to a business's overall game plan for reaching prospective
consumers and turning them into customers of the products or services the business
provides. A marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level elements.

 Advertising is one component of the marketing process.