Marketing V. Advertising

We’re occasionally asked about the difference between marketing and advertising. Any confusion on the topic is certainly justified. After all, the two terms are often used interchangeably, and their distinctions are blurry—even among seasoned industry vets.

But the difference matters, especially this time of year. So, let’s dig into it.

Advertising is a component of marketing—one of many. Other components include packaging, SEO, public relations, pricing structure, logistics, and many others. But more on those another time.
 
Marketing is the act of realizing (and mobilizing on) an insight. It’s having a “take” on how a product or service should be differentiated in the marketplace. It’s research, refinement, strategy, and - ultimately - a concrete plan.
 
Advertising, on the other hand, is the act of bringing the aforementioned insight to life—making it “stick” in the consumer’s mind. Advertising is what happens when the creative spark is applied to a marketing insight.
 
Here is a real-world example pulled from our work samples. Marketing provided an insight that young professionals are failing to save for retirement. Advertising convinced them the effort is actually worth their time.
 
When a seemingly well-crafted advertising campaign fails, it’s commonly because the marketing strategy driving it was flawed, undercooked, or naïve. That’s why planning matters. Conversely, the most insightful marketing strategy will fall flat if it’s not parlayed into compelling advertising.

Why does all of this matter now? Because Q4 is planning season—the ideal time to enlist help from people who understand the discipline of marketing and  the magic of advertising.