Author – Max Richardson-Davis
Edited by Noah Persin & Jon Russell
Many people confuse marketing with advertising, but it is important not to confuse the two. Let’s discuss marketing & advertising: What’s the difference?
Advertising is an element of marketing, however marketing consists of far more than just the creation and implementation of advertisements. Marketing can be thought of as any action related to promoting and selling products or services, including market research and advertising. Advertising, on the other hand, would be the action of using a print or digital medium to display produced media for commercial products or services.
An effective integrated marketing plan would include all of the following elements:
- Community involvement
- Communications strategy
- Customer support
- Market research
- Media planning
- Product pricing
- Public relations
- Sales strategy
One of the best ways to approach upcoming marketing strategies is to create a strategic plan. According to Google, a strategic plan is defined as, “an organization’s process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy. It may also extend to control mechanisms for guiding the implementation of the strategy”.
Creating a master document for all of your branding, marketing and communication strategies assures your company remains consistent, on schedule and instills a sense of brand awareness, both among your employees and your customers. Creating an effective plan then helps you create an effective advertising strategy. Where is your addressable market, what is your target demographic, what drives customers in your market to like one brand over another? Answering these questions before you begin spending money on a public advertising campaign should yield greater success.
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