The difference between marketing and advertising
Confusing marketing with advertising is a common error that we make in business. Marketing is on going while advertising is just a part of your marketing. To have an effective advertising campaign, you would need to map out your marketing strategy to the T, then all the exciting part of it, advertising, can start.
Imagine if Cocacola posted an advert without a strategy, what would it say? Who would it be targeted to? My guess is that it would go something like “quench your thirst with our refreshing fizzy drink”. Instead, coke sells satisfaction, enjoy with your burger, lifestyle, I can go on all day. You see, your marketing strategy should answer all the questions before you start saying anything about your business. See below questions you should be able to answer before posting an advert:
- What are you selling
- Who is your target market
- Where can you find them
- What reaction do you expect from them (expecting a sale from an advert is too ambitious, structure a system that will allow you an opportunity to convert interested prospects to sales, once they start paying attention).
So, before posting a plumbing service advertisement on an automotive publication, make sure you got your facts straight!
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