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Business: Understanding the difference between Marketing and Advertising

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Business: Understanding the difference between Marketing and Advertising


Written by  Staff Writer
Tuesday, 15 August 2017 14:45

As we walked the Algarve region and chatted to many of you that have businesses locally, we realized that there is a lack of understanding and much confusion about what is marketing and what is advertising; when do you use an advertising strategy versus a marketing one; and what are the various components of both.


As discussed with many of you, the result of our research indicated the best strategy to follow, if we were to succeed in branding and marketing the Algarve, as a destination of choice, was to create a comprehensive and integrated marketing campaign.


That is what we have been doing and are currently doing, and will continue to do – the results show that Algarve, as well as many of the local businesses, are already benefiting from all the work that ASMAA has done in the past 5 years. There is no doubt, that if you are in business, our strategy should be incorporated into your own business strategy so that you can enjoy the maximum benefit from it. But it is important that you understand the differences between marketing and advertising.


Knowing and understanding the difference, can put your company on the path to substantial growth. In addition I am sure that it will assist you during your own research and planning phases.


In the current economic scenario, it is imperative that you have a good marketing and advertising strategy if you are to survive the economic downturn and grow. Let’s start off by reviewing the formal definitions of each and then we’ll go into the explanation of how marketing and advertising differ from one another:

  • Advertising: is 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 as well as potential customers.
  • Marketing: is 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 or services.

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-and-the-same”. So, lets look at them a bit more in detail.

Advertising is but a single component of the marketing process. It relates to the actions that you take to get the word out about your business, product, or the services that you are offering. It includes such actions as creating an advert, placing an ad, how long to place an advert for, the frequency and repetition of the ad, 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 campaigns, 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 months 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 or between a town, its communities, its business infrastructure and its clients or potential clients. In this case the pre-identified consumer target markets.


If you want to know more about the ASMAA Business Directory marketing strategies and how it impacts on your business.

Talk to us.





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