Gerald (Jerry) Zezas

Home » Business Philosophy » Advertising is not Marketing. It’s only part of it.

Advertising is not Marketing. It’s only part of it.

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I find that many people conflate advertising with marketing. They are not interchangable.

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association Approved October 2007)

For instance, marketing also entails how to distribute the product and how best to package the item. Gathering data is another marketing field, from issuing surveys to holding consumer focus groups. Other issues include in-house marketing. This pertains to devising strategy, assessing which price is best for the product and outlining the objectives of campaigns, promotions and other marketing endeavors.

Examples of marketing strategies include:

*The objective to be achieved, or the criterion by which success or failure of the strategy is measured.
*Customer targets, such as income level, age, location (demographics)
*Competitor targets, or the products which will compete with yours.
*Differentiation, or what will make a customer buy your product over another.
*Marketing mix is the decisions about price, distribution channels and customer relationship management.

Merchandising is sales promotion as a comprehensive function including market research, development of new products, coordination of manufacture and marketing, and effective advertising and selling.
Merchandising is a subset of marketing. Merchandising is the direct sales pitch to the consumer conducted in an immediate, often face-to-face manner. Thus, display cases, in-house consulting and sample issuance are just a few examples of merchandising techniques. The goal of merchandising is to compel the consumer to buy the product.
Merchandising seizes on the typically brief opportunity to sell directly to the customer; the parties responsible for successful merchandising include the salesperson and the layout of the store itself. The salesperson engages directly with the customer by providing a sales pitch or demos of the product. The layout of a store is a highly influential method of merchandising: Having a product directly at eye level, for example, can make the difference between a sale or the customer not seeing it and therefore walking away.

Advertising is a single component of the marketing process. It’s the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc.

Advertising includes the placement of an ad in such media as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal.

Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective.
Think of marketing as everything that an organization does to facilitate an exchange between company and consumer, advertising being only a very small part.


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