What is the difference between Marketing and Advertising? Why do businesses need both?

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Clearly, Marketing and Advertising seem to be two synonyms – two words can be used interchangeably to describe a process that helps businesses sell more products or services. However, there is a huge difference between these two concepts, and understanding the differences between them will help the business get a full approach on how to achieve its business goals and maximize profitability.

By definition, marketing is an activity, a set of rules and processes that create, communicate, communicate, and exchange value propositions to consumers, customers, partners, and society. . In other words, it is the systematic planning, execution, and analysis of business activities towards the exchange of value propositions for customers to increase sales.

Meanwhile, an Ad is an act of using something to attract the attention of the community, especially through paid or public channels, about the product or service of an incoming business. potential customers or existing customers.

Next, let’s analyze these definitions to better understand the difference between Marketing and Advertising.

How does marketing work?

Building a Marketing plan requires a lot of time, research, product preparation before going to market and starting to develop a Unique Selling Proposition to make a difference. enterprise. The vantage then acts as a guide, a mission statement that will help the business develop an effective marketing tactic.

Enterprises are forced to understand who are potential customers and what they want from their products or services in order to locate the brand in the market and develop the necessary resources for advertising purposes. branding.

Colors, logos, and other design elements are bound to align with target audience interests. In addition, market research will provide data to support marketing activities, identify target customers, and increase the likelihood of acquiring new customers. Through market research, businesses not only identify demand for their products or services but also predict future sales and competition trends.

Typically, marketing service providers will focus on sales tactics, managing customer behavior through a variety of methods, including surveys and questionnaires, online behavior management, and even direct interaction with customers.

The Marketing Strategy can be divided into 4 phases (4P): Product, Place, Price, and Promotion.

  • Product: refers to a product or service entering the market to serve the needs of the customer. This need may already exist or is unknown.
  • Price: Setting the right price is very important to success. Many factors come with determining prices including profitability, the value received, and opportunity costs for not selling.
  • Place: Location is demand. Location involves considering strategies such as selective distribution, franchising, and exclusive distribution. Locations can also be agents such as offline stores, e-commerce channels, or online sales platforms (online).
  • Promotion: All communication methods used to evoke messages about products or services that appear during this marketing phase or ad placement.

How does the ad work?

Advertising aids marketing by creating an appropriate exposure to the business’s product or service. This activity pokes curiosity in the mind of the target customer, stimulates more purchases and ultimately, aids the overall Marketing plan to convert that curiosity into buying behaviors.

Once decoding who is the target customer and how it can show its differences, then the marketing plan needs a specific strategy to position the brand in the market. the best.

Although through Marketing, businesses can convince potential customers that they can provide the right products they need, but through Ads, they can “tell” customers about the existence of that product. and directly (or indirectly) impact on their buying behavior. To do so, Ads must be timely, tactical, and should focus on creative positioning and media.

Correctly communicating with potential customers involves changing the way information is shared, depending on what stage of the buying cycle they are in. Customer’s buying behavior can be divided into 6 phases (awareness, knowledge, liking, preference, conviction, and purchase), with 3 types (cognitive, affective, and conative). Advertising tactics help businesses interpret, inform, and deliver recommendations to the right customers through a variety of strategies throughout their purchasing cycle.

  • Cognitive (awareness and knowledge): Customers process information provided through advertising communication. Advertising should present information about the product’s benefits to generate attention.
  • Affective (liking and preference): Once a customer’s emotions have begun to spark, they will want to engage more with the brand. At this point, advertising should “contain” emotions.
  • Conative (conviction and purchase): In this phase, the consumer either expresses the intent to buy or actually buy. Once this is reached, advertising will evolve into a way of handling the purchasing process.


  1. To be successful in the modern market and already showing signs of saturation, companies are forced to develop an overarching marketing tactic to bring their products or services to market. Advertising is part of that marketing plan.
  2. Other factors include market research, media planning, public relations, product and branding development, distribution, market positioning and segmentation, customer support, strategy sales, and pricing. All of these factors require a budget and advertising is often the most expensive part of every marketing plan.
  3. Ads must be closely linked with other parts of the overall marketing strategy to convert leads into sales. A well-implemented campaign is one that can last for a long time across multiple channels and have the potential to produce the expected impact.

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