Marketing is the systematic planning, implementation, and control of business activities to bring together buyers and sellers. Marketing encompasses a range of activities to sell a product or service. Advertising is just one aspect of marketing strategy — it is a paid, public, persuasive message by an identified sponsor. The purpose of advertising is the non-personal promotion of a business's products or services. The approach is unique to that product or service.

The focus of advertising is to make repeat or potential new customers aware of an individual product or service, while the focus of marketing encompasses the overall picture to promote, distribute, and price products or services.

Comparison chart

Advertising versus Marketing comparison chart
Edit this comparison chartAdvertisingMarketing
Definition One-way communication of a persuasive message by an identified sponsor, whose purpose is non-personal promotion of products/services to potential customers. Marketing is the systematic planning, implementation and control of business activities to bring together buyers and sellers.
Approach Unique to product/service Broader range of activities to sell product/service, client relationship etc.; determine future needs and has a strategy in place to meet those needs for the long term relationship.
Strategy Promotional strategy Pull


The scope of advertising is quite limited compared to that of marketing. It includes radio and television commercials, newspaper and magazine ads, flyers, brochures, emails, social media, web advertisements, and even cold calls to potential clients. Advertising is also about how frequently an ad reaches the target audience. The video below explains what advertising is all about.

The scope of marketing is much broader. Marketing starts with research, including target audience, customer needs, solutions to problems and ways for bettering competitors. The scope of marketing includes everything that goes into advertising. In addition, it also includes the sales, the company's ongoing relationship with the public and overall customer service and satisfaction.


Advertising Plan

To advertise a product, businesses start by identifying their target audiences. a copy platform, media venues and a concrete plan for reaching the target audience. Advertisers then conduct a post-analysis of the effectiveness of the advertising campaign. Much of the marketing process actually comes before the advertising process. They then create a media plan for enlightening their potential customers about their product or service. A good marketing plan includes:

Marketing Plan

The marketing process starts with the three things: an analysis of the market size and potential, analysis of the distribution channels through which the consumer receives the product or service, and analysis of competitive products and services. Based on the data collected, advertisers develop pricing strategies including sales commissions, incentives and volume discounts. At that time they make detailed advertising plans that include sales tracking, market share analysis and advertising effectiveness measurements. Included in marketing is the budget, which determines the percentage of the cost of the product or service. A good marketing campaign entails:

promotional strategies, and comparison of your product against these


One theory of advertising is the hierarchy-of-effects model. This model clarifies the objectives of an advertising campaign by identifying six steps in the consumer mindset:

  1. Awareness
  2. Knowledge
  3. Liking
  4. Preference
  5. Conviction
  6. Purchase

The marketing mix theory of advertising focuses on four elements called the four P's:

  1. Product – the actual goods or service
  2. Price – process of determining the value of a product
  3. Place – how to get the product to the consumer
  4. Promotion – the actual advertising

Theories of marketing tend to be more in-depth since the process itself is so involved. One theory of marketing is game theory. Essentially, businesses see themselves as players of chess with rival business. This theory rests on the assumption that rival companies are acting similarly, or are trying to best their rivals. Marketers attempt to see matters from the rival's perspective in an effort to "win" the game.

Market segmentation is a traditional form of marketing. With this approach, a broad target market is divided into segments of consumers with common needs and priorities. Marketers then design strategies to reach these consumers.

Holistic marketing recognizes that everything is important in the field of marketing. Businesses acknowledge that a broad, integrated perspective is necessary in developing, designing and implementing marketing strategies. Four components characterize holistic marketing:

  1. Socially responsive marketing
  2. Internal marketing
  3. Relationship marketing
  4. Integrated marketing

Iconic Ads

Numerous website and video ad campaigns have also been launched. For example, see Blendtec's Will it blend?.


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"Advertising vs Marketing." Diffen LLC, n.d. Web. 22 Feb 2019. < >