Sunday, March 23, 2008

Marketing & Advertising

What is the difference between marketing and advertising. I get asked the question all the time by clients and potential clients. I usually give them the short version, which is this. Advertising is what you say, and marketing is what you do. Let me further explain the difference as I see it.

Advertising
Consists of purchasing ad space to promote your product or service. This ad space can also be given free of charge, if you know how to do it. There are many ways to advertise your business. This can be accomplished via a magazine, newspaper, billboard, promotional products, radio, television, etc. It must be said that advertising is not cheap and does not guarantee any potential customers you are targeting will even remember your advertisement.

Advertising only works when you bombard your target audience with your ad on a continual basis. Meaning, if you have the funds to hit consumers with ads 365 days throughout the year, then go ahead and give advertising a try. But know this, the average consumer still may not purchase your product.

Marketing
Is when you promote your business by doing. Yes that's right by doing you. You are marketing your business when you answer the phone and conduct yourself in a professional manner. Having a clean office and a nice pleasant receptionist. A store with trained and friendly staff that know how to make a customers shopping experience rewarding. Writing a blog and sharing expert advice in your field. Direct mail, public speaking, networking, and word-of-mouth, and social media buzz. The list is endless. Marketing also cost less than advertising, most of the time it is done for free. Marketing works in the most fundamental way. Best accomplished by building relationships.

Determine which is best for your business. Do you think advertising or marketing will gain you more customers? Only you can answer that question. Happy Marketing Week!

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