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Advertising and Marketing -engleski - Verzija za štampu

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Advertising and Marketing -engleski - Dzemala - 16-05-2010 04:30 PM

Maturski , seminarski, diplomski i master radovi iz marketinga.

It's easy to become confused about these two terms: advertising and marketing. The terms are often used interchangeably. However, they refer to different -- but similar activities. You will often find that many people confuse marketing with advertising or vice verse. 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 these formal definitions of each and then I'll go into the explanation of how marketing and advertising differ from one another.

Advertising is bringing a product or service to the attention of potential and current customers. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc. Advertising is 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 is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing activities include "inbound marketing," such as market research and outbound marketing which includes promoting a product through continued advertising, promotions, public relations and sales. Marketing is 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. 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.