Second Income

Promoting and Advertising, though they sound similar but in fact they are not.  Advertising is only a part of the bigger game called selling.  Selling includes complete conceptualization of a brand right from research to designing to advertising to sale.  Advertising, on the other hand is an element of the marketing process which is nothing but conveying the message through variety of mediums to promote the product.

Advertising is one of the most important element of an advertising strategy and also the most expensive.  Advertising constitutes sending the message across the [general ]public about your company, product or services.  It also constitutes in the background work like the method concerning formation of assorted methods and coming up with a right one to target the spectators.  The technique is composed of planning stuff like placing advertisements, deciding what media to use, what time, frequency etc .  The advertisements are generally placed through mediums like TV, snail mail, newspapers, web, emails, radio, mag[azine]s, mobile messaging, flyers, poster advertisements for example.  The hottest one is of course television though advertising on web is becoming increasingly popular too.

easiest way to differentiate advertising from promoting is to consider selling as a cake and if you cut the cake, advertising as one of the pieces of that cake.  The other pieces of cake are market research of the product, product designing, media planning, PR, product pricing, customer satisfaction, customer support, sales and many more.  All [of ]these elements or pieces of cake should work independently but collectively in reaching the bigger goal i.e.  Sell product and build company’s reputation in the market.  Marketing is a marathon process concerning many tasks that involve hours often days of analysis.  The study part of marketing takes the longest duration as it involves totally understanding the behavior of people towards a product.  Planning the product and developing advertising strategy is also a long process.  Only parts that take less time are executing adverts and sales.  Promoting can also be perceived as a medium between consumers and the company.

But many firms often make mistake of confusing advertising with selling.  They attempt to ape big firms like Coke and Pepsi in advertising but they just pay no attention to the work that goes behind that.  The classical example of this is, take the case of logo as an example.  Many entrepreneurs are so hysteric about the trademark of their company in their advertisements that they think that it’ll simply bring in the sales.  But what makes a brand works is none other than the reputation of the company and the trademark must have a feeling to it and should actually reflect company’s values.  One should also remember that these firms spend fortunes on advertising which a new start up business can’t.  Instead of spending pointless money on branding your product one should invest money and time in communicating to the consumers that they can address their expectations.  After building reputation and growing to a big size company one can think of these lavish ideas.  Training the consumers also helps as it’ll give them an understanding that you know what you do and are best at doing that.

Smart marketers are assertive in approach rather than passive.  They provoke reader’s minds by prompting them to do something instead of just making them knowledgeable of the product.  Smart marketers also bring [back ]home the names, addresses and contact numbers of people that are truly interested in hiring your company by employing aggressive selling.  Thus having a good marketing campaign speaks a lot about the company and their products and advertising gives that finishing touch to the hard work done by the selling people in selling a product.

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