What’s the Difference Between Marketing and Advertising?

Do I need both for my business to prosper? Let’s look at the difference; the answers will become evident.

Marketing

Marketing is the process by which products and services are most effectively described to the marketplace as they are introduced. Think of it as “the effort to enhance the perception of your product,” which includes market research to gain knowledge about potential users of your product and the purpose(s) for which they will want to use your product (some of these answers may have become clear while you were doing research as you developed your product).

The images you relate to the product, the logo, the packaging/colorations/specific words used, and even the partnerships you form can all enhance how you are perceived in the market. Perception is critical. If you are trying to reach more than one market, you may even need to package and present your product differently to each market to generate the maximized perception.

Advertising

Advertising is the aggressive promotion of a product, idea, or organization in order to cause individuals to buy, support, or approve of it. It is a deliberate attempt to promote your product or service to specific individuals or companies whom you hope will buy it, using the advertising venues that your marketing research has determined will convince them most effectively. Successful advertising requires strategy and understanding of the various advertising venues available, as well as knowledge about your competition.

Working hard to produce an excellent product is critical, but equally important is getting your product in front of the prospective buyers quickly—over and over again. If you want your business to grow, then I can tell you from years of experience that advertising is not optional. You must get the word out in a broad way, quickly, to generate the “buzz” that catches a potential buyer’s interest. No matter what the product is, repeat views of the image and message are what sell products over the long term. It’s not necessarily the size of the ad that matters or how much you spend; what matters most is putting your product out there in the sight of, or hearing of, potential consumers.

“Out of sight is out of mind.”

Are you trying to reach the Homeschool Market? Let’s talk. I can help you navigate this unique and diverse audience.