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Marketing and advertising: similarities and differences

Advertising campaigns seek to draw the buyer's attention to a certain product or service that the company makes available to them; of course, after having defined the buyer persona and the buyer journey, to make a personalized advertising and that really works. In the old, segmenting the audience was more difficult, but now, with all the data we can obtain from the digital environment, it is easier for us to carry out hyper-segmented advertising campaigns that are really aimed at those who need it.

Marketing and advertising are two concepts that are handled a lot on a day-to-day basis and that nevertheless generate confusion. Are they the same deep down? How are they similar and how are they different? What are the tools and strategies of one and the other?

Being clear about what marketing and advertising can bring is essential for the success of your company. That is why we are going to shed light on this matter. And then you can understand what is the best strategy for you or what you should train in to grow professionally.

In the previous point you have several definitions at your disposal of what marketing is, but the general idea is that it is the planning and execution of all those activities with a commercial purpose aimed at a buyer or seller.

What is advertising?

Advertising is all those strategies focused on promoting a certain product or service offered by a company to its final target, which can be B2C or B2B. Normally, the media are the most used channel to launch advertising campaigns aimed at publicizing or disseminating the product or service. Although there are more channels today, from digital advertising to outdoor advertising.

Specific examples of channels where advertising is usually put are:

  • Televisión
  • Radio
  • Cine
  • Internet
  • Medios impresos: periódicos o revistas
  • Flyers
  • Vallas publicitarias
  • Digital Signage

The ultimate goal is the purchase by the consumer. Offering all the necessary information to help in this decision making. Advertising has always been characterized by its creative techniques and the ability to persuade through hooked messages.

Differences and relationship between marketing and advertising

Marketing would be that part focused on the techniques that help plan the different strategies that can be applied to sell the product, good or service and advertising would be the part that intervenes in all strategies.

It can be said that advertising helps to publicize what the company or brand offers to its potential audience. So advertising is part of the marketing process, implying that marketing encompasses all the strategies and actions for its good development and advertising is one of these parts of the marketing gear.

Advertising campaigns seek to draw the buyer’s attention to a certain product or service that the company makes available to them; of course, after having defined the buyer persona and the buyer journey, to make a personalized advertising and that really works. In the old, segmenting the audience was more difficult, but now, with all the data we can obtain from the digital environment, it is easier for us to carry out hyper-segmented advertising campaigns that are really aimed at those who need it.

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