Advertisement is Marketing, isn’t it? The ordinary answer would be YES but it’s not! If we look at marketing product awareness lifespan, what do we see? If we see Marketing as a whole pizza, advertisement is only a slice. Let’s delve into the concept of marketing vs advertisement. Trust me. It’s worth your time.
Advertisement is Marketing?
Marketing is a process, and advertisement is a part of that process. Let’s go through this process one by one. Then we understand where in this process advertisement falls into. Marketing gives life to a product and defines its goals and objectives. It starts with the product itself.
Production to marketing: The journey
Your job is to define a clear goal for a new product or a service. What a beverage company will suggest you, the team leader of the product development team? They suggest a new flavour of drink to develop. You would do it based on the latest trends, customer demand and competitors market share.
When a product is developed the next step is to set a price or a price range. The price will be based on the competitor’s pricing & product positioning. There are certain pricing strategies which differ from industry to industry. When a Five Star hotel chain start a new spa facility, it would fix its charges like other luxurious spas. Demanding for spa services around the year.
Marketing department: What do they do?
Marketing department develops campaigns to offer customers a discount during off-seasons. . Based on customer demographics, you define the showroom locations and product placement. A product can reach the consumer from its own manufacturer without any medium. Or, a reseller would place the product in his store and sell the products.
Through advertisement, a marketer shows the characteristics of a product. The advertisement starts by defining a few people who are the targeted audience. An Energy Bar brand would target a niche health-conscious audiences.
Types of advertisement medium
There are three types of advertisement medium to follow. First one is ATL or Above the Line. Here advertisements are targeted to a larger audience on mass mediums. Such as Television, Radio, Billboards, Street Banners. It has a high cost and high exposure to the audience.
Same goes for the free flyers with testers of Victoria’s Secret Perfume. Without visiting the perfume store this tactic reaches customers. And they successfully create the urge to buy the product. Red Bull sponsors a city marathon and give participants free Red Bull.
They also make them wear Red Bull jersey to associate their brand with stamina and power. Brands Stores across the world organize discount sales during the special holidays. Such as, Christmas, Eid, Puja, Summer sale, Clearance Sale to pull customers in their stores. These are all a part of below the line marketing.