Advertising & Marketing Strategy

Marketing Strategy

Advertising & Marketing Strategy

When you first hear the terms marketing and advertising you may think that advertising and marketing are two concepts that have exactly the same objective. In fact, they do have the same objective; alerting your potential customers to products and services you are selling. To clarify the differences, advertising is single aspect of marketing. Its purpose is to promote a business or a brand to a target audience. Marketing however, is both research and practice, while advertising is straight practice. Marketing involves consumer behavior and market research, while advertising involves design and multimedia production for channels such as radio, television, and social media to promote a specific product or service offered by a company. Before an effective advertising strategy can be devised, a good marketing strategy must already be in place. A well planned marketing strategy will ensure that the advertising efforts are aligned with company goals and objectives. 

Marketing Strategy

Marketing Strategy involves research and analysis. Studying your potential customer, how they will respond to your messaging and creating language and design that will best influence them. Certain groups of consumers respond better to images and words than others. Slogans and mission statements that best communicate the “message” of the product are essential to marketing. Marketing strategy can be broken down into the Four P’s: Product, Place, Price and Promotion.

Advertising Strategy

So now that you have developed a marketing plan it’s now time to launch your advertising plan. Advertising is the process of making a product and service known to your potential customers. It’s the brand messaging, that presents the product, idea or service to the world. This generally involves advertising campaigns used throughout various media. For example, if the product is geared toward a younger audience, then social media platforms like Facebook, Instagram and Twitter might be the best way to reach that audience. Other consumer groups may respond better to radio, television or print ads. Most advertising campaigns use a combination of media to reach the widest audience possible.