Marketing and Advertising

Advertising

Advertising is the communication relayed from companies to persuade an audience to purchase their products. This communication is usually through various forms of paid media TV and radio commercials, print ads, billboards and more recently, product placement. Ads are placed where advertisers believe they will reach the largest, most relevant audience. Commercial businesses use advertising to drive the consumption of their product, while non-profit organizations may place ads to raise awareness or encourage a change in behavior or perception.

Is a form of communication for marketing and used to encourage or persuade an audience to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. In Latin, ad vertere means “to turn the mind toward.” The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful. Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA).

History

Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia. Lost and found advertising on papyrus was common in Ancient Greece and Ancient Rome. Wall or rock painting for commercial advertising is another manifestation of an ancient advertising form, which is present to this day in many parts of Asia, Africa, and South America. The tradition of wall painting can be traced back to Indian rock art paintings that date back to 4000 BC. History tells us that Out-of-home advertising and billboards are the oldest forms of advertising.

As the towns and cities of the middle Ages began to grow, and the general populace was unable to read, signs that today would say cobbler, miller, tailor or blacksmith would use an image associated with their trade such as a boot, a suit, a hat, a clock, a diamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were sold in the city square from the backs of carts and wagons and their proprietors used street callers (town criers) to announce their whereabouts for the convenience of the customers.

As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. In the 18th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. However, false advertising and so-called "quack" advertisements became a problem, which ushered in the regulation of advertising content

Television advertising, Music in advertising

The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3.5 million (as of 2012). Some television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrop or used to replace local billboards that are not relevant to the remote broadcast audience  More controversially, virtual billboards may be inserted into the background where none exist in real-life. This technique is especially used in televised sporting events.  Virtual product placement is also possible. 

Infomercials

An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals.

Radio advertising

Radio advertising is a form of advertising via the medium of radio. Radio advertisements are broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage. Radio is an expanding medium that can be found not only on air, but also online. According to Arbitron, radio has approximately 241.6 million weekly listeners, or more than 93 percent of the U.S. population.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Online ads are delivered by an ad server. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.

Marketing

The term marketing It has diverse definitions. According to Philip Kotler (considered by some father of the modern marketing) is " the social and administrative process for which the groups and individuals satisfy his needs when goods and services create and to exchange ". Also has defined him as a philosophy of the direction that holds that the key to reach the aims of the organization resides in identifying the needs and desires of the target market and to adapt to offer the satisfactions wished by the market of form more efficient than the competition.

The marketing is also a process that understands the identification of needs and desires of the target market, the formulation of aims orientated to the consumer, the construction of strategies that believe a top value, the implantation of relations with the consumer and the retention of the value of the consumer to reach benefits.

Current trends

After a marketing orientated to the market, some authors are praised by the orientation to the social marcadeo, whereas other authors indicate a paradigmatic change, arising other orientations as for example: social marketing, relational marketing (Alet, Muddy and Martin), marketing 1x1 (Rogers, and Peppers), Warketing, holistic marketing (Kotler), between others.

Social marketing: or orientation to the social responsibility (responsible marketing): Finally, when the market is completely based, the companies not only try to satisfy the needs of his consumers, but also they chase.

Relational marketing: orientation that indicates the importance of establishing firm and lasting relations with all the clients, re-defining the client as a member of someone or of several markets, since they can be: internal market bought of the suppliers, investors' market etc.

Holistic marketing: (Kotler, 2006): orientation that completes integrated marketing, internal marketing, responsible marketing and relational marketing.

Dayketing (merger of day, "day", and merketing): A tool of marketing with which to obtain the maximum performance of the daily events (past, present or future) with different commercial ends.

Warketing (merger of war, "war", and marketing): The marketing understood with a more warlike sense as the combat that every day the executives of the companies meet conflicting. It is required that they think and act with initiative, that they take advantage of any situation of way pondered (the combative value of a troop, it gives the capacity of the commander and of his people).

Neuromarketing: it consists of the application of the last advances of the neuroscience and of the capture of decisions on the part of the human brain to the marketing and to the consumer. The importance of this trend meets reflected in the recent creation of the Spanish Association of Neuroeconomía and Neuromarketing (ASOCENE).

Inbound marketing: It consists of the coordinated utilization of technologies of social marketing, cathedral and marketing content in order to attract prospectuses and clients, instead of buying advertising spaces to obtain them. The best translation to the Spanish might be Marketing of Attraction.

Difference

You will often find that many people confuse marketing with advertising or vice versa. While both components are important they are very different. Knowing the difference and doing your market research can put your company on the path to substantial growth.

Let's start off by reviewing the formal definitions of each and then I'll go into the explanation of how marketing and advertising differ from one another:

Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.

Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so lets break it down a bit.

Advertising is a single component of the marketing process. It's the part that involves getting the word out concerning your business, product, or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

 

Electronic Sources:

1. http://marketing.about.com/cs/advertising/a/marketvsad.htm
2. http://en.wikipedia.org/wiki/Advertising
3. http://www.nyu.edu/employees/resources-and-services/media-and-communications/marketing-and-advertising.html