Geoff Crain is Senior Director, Sales & Marketing at Kingstar Media.
The terms “marketing” and “advertising” are often used interchangeably, but they have distinct differences in their core purposes and functions. Although marketers and advertisers often have overlapping roles, it is essential to understand the unique goals and approaches of each discipline.
Marketing primarily focuses on brand awareness and aims to engage a large number of individuals or target demographics. Its main objectives revolve around reach, GRPs (gross rating points), awareness and specific brand sentiment targets such as social response. Marketing activities involve developing assets like logo changes or branded videos, and they focus on consumer perceptions and brand positioning.
On the other hand, advertising tends to have more specific objectives and is oriented toward the down funnel or key performance indicator (KPI) and conversion-focused goals. Advertising aims to drive immediate actions or responses, such as purchases, leads and subscriptions. Its primary focus is driving sales, whether through retail, online or phone channels.
While both marketing and advertising contribute to brand building, they do so in different ways. Marketing’s primary focus is on the brand, while advertising focuses on driving sales, which naturally leads to increased brand awareness and loyalty. By generating a large number of sales through advertising, the brand gains exposure, and more people become aware of and share the product, leading to organic growth. In this sense, marketing and advertising work in tandem with each other.
When developing creative assets for marketing or advertising campaigns, it is crucial to consider the target audience and the objectives of each discipline.
Marketing campaigns, with their focus on awareness, should not delve too deeply into specific product messaging or positioning. The goal is to reach as broad an audience as possible. Conversely, advertising campaigns target more niche demographics, requiring the creative to be tailored and adapted precisely to the specific demographic being targeted.
For example, if the goal is to reach adults aged 18-plus of both genders, the content should have a broader appeal. However, if the advertising objective is to reach women aged 18-25, the creative should be formatted to specifically resonate with that group.
The length of the creative assets should also align with the objectives. Advertising typically employs short-form content, necessitating concise messaging within seven- to 15-second durations. In contrast, marketing creatives can leverage longer formats, such as 30-second or 120-second videos, allowing for more extensive storytelling.
Marketing campaigns have the advantage of utilizing long-form storytelling. With longer campaign durations, different layers of messaging can be employed to target consumers at various stages of the funnel. This approach requires careful planning, and it may involve delivering different messages to the consumer multiple times to reinforce the brand’s or product’s core attributes.
Advertising campaigns, on the other hand, prioritize quick responses, aiming to fulfill immediate objectives. Whether it’s obtaining email addresses or phone numbers for event sign-ups or promotions, the focus is on obtaining data promptly. Therefore, advertising objectives often have shorter durations, typically lasting one or two weeks.
Each Relies On The Other
It’s important to emphasize that marketing and advertising strategies are intertwined and rely on each other. An advertising strategy cannot exist without a marketing strategy. Marketing strategies focus on high-level brand positioning for the target demographic, while advertising objectives involve selling the brand or product across various placements or locations. To maximize their potential, it is crucial to leverage both marketing and advertising strategies.
In summary, marketing and advertising are distinct disciplines that serve different purposes. Marketing primarily focuses on brand awareness and positioning, while advertising aims to drive immediate actions and sales. They work together to build a brand’s reputation and expand its reach. Understanding the differences between marketing and advertising and utilizing them in coordination can lead to effective and impactful campaigns.