Difference between advertising and promotion
advertising vs promotion :
The field of marketing is never complete without advertising and promotion. These are indeed two terms which are bound to confuse many as these two terms are often seen as used synonymously when in reality, advertising and promotion refer to two different things.
What is advertising?
Advertising can be best defined as the manner in which an advertiser strives to publicize or advertise his or her goods or products among a chosen audience. It is a non –personal form of communication which has commercial objectives of driving, encouraging or redirecting the consumer behavior of the above mentioned audience to a specified target. It also serves in convincing the persons such as share holders, employees or certain outside parties who are interested in the company that the company or the business is successful and thriving. Commercial advertisers seek to enhance the consumption of their product or service at the same time utilizing the method of branding which involves the creation of a certain image or a name for the product or the service and utilizing it repeatedly in order to brand the name or the service in the minds of its target audience. Advertising is often done through advertisements through mass media such as the television, radio, newspapers, magazines, etc.
What is promotion?
Promotion can be defined as a short term strategy of which the purpose is to build sales in the short term, to build capital reserves for expansion, or as a long-term strategy of constant promotional pushes to reach sales goals. in fact, that most communications that are not strictly advertising (paid and non-personal) are characterized as promotions and are usually used in conjunction with a comprehensive promotion plan. Some examples for promotions can be listed as two-for-one specials, coupons in the local or regional paper, free samples, or special in-store events.
What is the difference between promotion and advertising?
Both advertising and promotion are two tools which are considered as bare essentials in the marketing arena and the similarities between these two terms are so uncanny that the fine line that divides the two can be quite blurry at times. And yet, advertising and promotion are two phenomenas that coexist in the marketing world which has completely different contributions to the marketing world. One such difference is the time duration of the two processes. While advertising is more of a costly, long term procedure of which the scope is very broad, promotion is usually defined as a short term plan which has been narrowed down to suit a specific market or a target audience.
Also, while promotions operate with the aim of increasing short term sales, advertising has more of a long term plan that is meant to augment not only the sales but also to promote the image of the company. Also, advertising functions at a more profoundly strategic level which includes brand building and long term marketing plans from which the company will benefit in the long run.
While advertising with its time consuming, high cost strategies are better suited for large companies which possess substantial assets and long term goals, promotions are best suited for medium to small companies which are more concerned in short term sales increases which will ultimately result in the development of the business.