Advertising vs Marketing

Advertising and marketing are two terms often used interchangeably. However, they are processes with distinct objectives and functions. Though marketing and advertising are undeniably related, it’s important to also understand what makes them different, so you can better approach and utilize their functions.

What is Marketing?

Marketing covers a variety of processes, including market research, branding, promotion, consumer retention, sales strategy, public relations, and more. It is a very involved process that helps businesses familiarize their consumers with their product, services, and brand.

Businesses can market themselves through several formats depending on their product and target audience, including email and social media, as well as events and direct mail. Regardless of the marketing avenue a business chooses, the ultimate goal is the same: effectively promoting their business while also meeting their audience’s needs.

Marketing may also look different depending on who a business is trying to reach. For example, B2B marketing (business-to-business) focuses on marketing a product or service to other businesses or organizations, while B2C (business-to-consumer) marketing focuses on appealing to consumers by attracting their attention, selling a product, and providing efficient customer service.

What is Advertising?

Advertising, specifically, encompasses how marketers promote a product or service to the public, whether through billboards, benches, kiosks, or digital advertising. Advertising is an element of marketing that also supports the overall goal of appealing to target consumers while maximizing revenue.

Why Does it Matter?

Though similar, advertising and marketing are not the same. It’s important to understand what makes them both distinct and similar, so your business can successfully carry out both processes while achieving the best results.