There are key differences list of benin consumer email between marketing and advertising , which distinguish what each area contributes to the design of a relevant and successful marketing strategy.
So, as if it were the immortal chicken-and-egg dilemma, it's worth asking: what comes first? Is it marketing that gives life to advertising, or is it advertising that sustains marketing ? Read this article to find out the answer, once and for all.
Marketing vs advertising
To understand the relationship between marketing and advertising, it is first necessary to become familiar with the definition of both concepts .
Marketing, the comprehensive strategy
Idea on a sticky note referring to digital marketing
The American Marketing Association defines marketing as “the activity, set of institutions, and processes for creating, communicating, distributing, and exchanging offerings that have value for buyers, customers, partners, and society at large.”
This interpretation of the concept is reminiscent of the ideas of Philip Kotler and Gary Armstrong , two of the greatest authorities in the field, who defined marketing as “a process by which companies create value for their customers and establish strong relationships with them to obtain value from them in return ”, in their book Marketing Fundamentals .
So, we can say that marketing is a value transaction between a company and its customers. But, before exchanging value, it must be created . That is where audience analysis, creativity, strategy, competitiveness and innovation come in.
Therefore, marketing is a process that develops through different stages with the aim of achieving a goal; whether it is to improve sales , or to make a brand or product known .
The four key tasks of marketing are known as the 4 Ps and seek to answer the questions that guide a marketing strategy: what?, how much?, where?, and how?
Product : the value created, which is offered in exchange for money.
Price : The amount of money set to exchange for the value of the product.
Point of sale : where your target audience goes to find your product.
Promotion : the means by which you make your product known, i.e. advertising.
Advertising, the voice of the brand
Megaphone in allusion to advertising
On the other hand, advertising is one of the activities that are part of a marketing strategy . It has to do with communicating a company's value proposition to its target audience . It is complemented by other activities, such as market research and segmentation, to know where to advertise a product , to whom, and with what content .
Thus, we can say that advertising is an essential marketing tool , since ultimately, it manages to translate the strategy into a message tailored to the product, the market and the target audience to meet the planned goals.
The sequence of success
This makes it easier to understand how marketing and advertising are related. It also becomes clear that marketing precedes advertising .
To understand how this dynamic works, let's analyze the following real examples :
Share a Coke, by Coca-Cola
This multinational campaign took the iconic cola to a new level of popularity, combining an innovative strategy with clever advertising. It all started when Lucie Austin, marketing director for Coca-Cola South Pacific, realized that she needed to address her customers in a more personal way in order to connect with them.
via GIPHY
The solution? An advertising campaign that involved personalizing Coca-Cola cans and bottles with common names , such as Brian or Laura. The result: the summer of launch, the company sold more than 250 million cans and bottles with names in a nation of just 23 million people. And because of the exceptional results, the idea was subsequently replicated in more than 80 countries.
Real Beauty Sketches, by Dove
Dove's marketing team found that when constantly exposed to unrealistic beauty standards , women often experience obstacles in maintaining healthy self-esteem and develop a critical self-perception .
So Dove launched an advertising campaign that immediately connected with its target audience . The pitch was an experiment to answer the infamous question “ how do I see myself and how do others see me? ” using portraits made by a forensic artist. The video garnered over 50 million views in just 12 days after being posted and was awarded the Titanium Grand Prix at the Cannes Lions International Festival of Creativity.
