Advertising vs. Marketing

It is very common for people to mix up advertising with marketing and vice versa. Some people do not understand the difference between the two areas at all. Before beginning post grad, I often confused the two. Knowing the difference between them will help you determine which path you should take in terms of programs and colleges, job opportunities and companies.

Let's break them down.

Advertising
is a paid and public message from an identifiable sponsor.

• The company's message. 
• The firm's product/service is presented or promoted to existing and potential customers. 
• Getting the word out about what you are offering. 
• Finding the right medium such as TV, radio, print, digital etc. within your budget. 

With the outbreak of social media, there is an abundance of sources we use in advertising. Here we communicate the product to the desired audience to build brand awareness, brand loyalty and consumer engagement.

Marketing
is the systematic planning behind the campaign.

• The company's strategy. 
• Implements and controls business activities to bring buyers and sellers together for a mutually beneficial exchange. 
• Finding the right products or services that will appeal to the correct demographic. 

This term is broad and covers a variety of disciplines. In general, marketing is all about knowing your customer and understanding their needs and wants. Marketing develops the product, price and distribution. It focuses on the people who will buy these products.

Advertising and marketing are connected and work together to deliver the brand's message to the right consumers at the best time. To better understand this, think of marketing as a pie (Lake). Advertising would be a slice of that pie because advertising is a sub-area of marketing. However, there are other slices (areas) of marketing that need to work together to effectively sell the message to the right audience. These areas include but are not limited to media planning, marketing research, PR, distribution, sales, etc.

Marketing encompasses so many areas, you should be aware of all the opportunities available in the industry. Do your research and learn about each sub areas of marketing before making any decisions.

Resources:

Genow, Jacqui. "Marketing vs. Advertising vs. Branding." J. Genow Marketing, 26 May 2016. Web. 25 Jan. 2017. http://jgenowmarketing.com/marketing-vs-advertising-vs-branding/ 

Lake, Laura. "Key Differences Between Marketing and Advertising." What's The Difference Between Marketing and Advertising? The Balance, 25 July 2016. Web. 25 Jan. 2017. https://www.thebalance.com/marketing-vs-advertising-what-s-the-difference-2294825

Lovering, Nancy. "What Is the Difference Between Marketing and Advertising?" Small Business. Small Business - Chron, n.d. Web. 25 Jan. 2017. http://smallbusiness.chron.com/difference-between-marketing-advertising-25047.html

Sumner, Lee. "Marketing vs. Advertising." Ideba Marketing, 26 Apr. 2016. Web. 25 Jan. 2017. http://idebamarketing.com/marketing-vs-advertising/

Why Advertising? A Brief Exploration of the Industry

WHY ADVERTISING?

A Brief Exploration of the Industry

Are you detail-oriented? A good communicator? Can you think outside the box?

If so, the advertising industry might be right for you. With ever-changing technology that connects people, advertising is evolving. Thinking of working in the Industry? 

There are many opportunities:

Account Management – Client’s representative at the agency and the agency’s representative in the client’s space. An account manager needs to have a deep understanding of the client’s business, the marketplace, the consumer, and all things advertising (i.e. research, commercial product, media, and creative pieces).

Account Planning – Their job is to make sure that the consumer’s perspective is considered when developing advertisements. The Planner works to re-focus the agency’s strategy and creative to reflect the consumer. Their primary resource is research.

Creative – The component responsible for developing the images, ideas, copywriting, invention and production of advertising.

Media– The buying and selling of media properties to advertising agencies or companies. This department determines where the ad should be placed for to reach the right people at the right time.

Digital – Using social media, email, and Internet locations to better the visibility and likability of a brand.

Sales – Selling advertising space in media such as print, broadcast and digital. 

Brand – Develop planning and release of the brand identity i.e. finding the 'nugget' of truth and bringing it to life.

How does an Ad Agency work?

Advertising requires focus on your client's brand to develop  content that engages the consumer and leads your client’s target to a call to action. Here are some reasons why advertising is important:

1. Advertising develops a better connection with your customers.

2. Advertising can be controlled - you decide when your advertisements start.

3. Advertising provides credibility - if you can afford advertising, it is assumed that business must be doing well.

4. Advertising creates awareness - word of mouth is not always enough.

5. Advertising is not always about buying or selling products/services. It is about invoking emotion, building relationships, and leaving the audience with a better connection to the brand. For example, Sick Kids is working to redefine what it means to be "sick". 

The world of advertising encompasses much more than people realize. So many areas work together to create something new. Now that you know, aren't you interested in beginning your AD-venture too?

Resources:

Foundation, A. E. (2009). Advertising Industry Careers. Retrieved December 08, 2016, from http://www.aef.com/industry/careers/9000

Foundation, A. E. (2016). Guide to Careers in Advertising. Retrieved December 08, 2016, from http://www.aef.com/industry/careers/1422

Objectives and Importance of Advertising. (n.d.). Retrieved December 08, 2016, from https://www.managementstudyguide.com/objectives-importance-of-advertising.htm