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Advertising and Promotion

Promotion is a set of activities with the main aim of persuading the customer to buy
a product, service or brand through highlighting the advantages.
Advertising is known to be an impersonal promotion that is typically used to draw
the attention of customers towards products or service through a selected paid
media.

It is one of the core elements of the marketing mix, and it is suitable for creating
awareness, attracting and inducing customers to initiate a purchase.
Discount coupons, value-added services, trial offer, free distribution of samples,
offers on festive seasons and rebate are amongst ways how promotion is done.
Promotions help the company to increase sales since the goods or services are
offered at a low price.
Direct marketing, advertising, personal selling and public relations are activities
involved in promotions.
Advertising is a form of communication that is used to convey a single message to
a large population within a short time.
The main aim of advertising is to persuade, inform and create awareness of a
product or service to a customer.

Advertising is a one-way communication whose purpose is to inform potential

customers about products and services and how to obtain them.
Promotion involves disseminating information about a product, product line,
brand, or company.

It is one of the four key aspects of the marketing mix.

Advertising may be one form of promotion.

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Companies constantly aim to gain the attention and interest of customers.

Marketing individuals use advertising and promotion to create unique and
interesting marketing campaigns for their organizations.
Understanding the differences between these two marketing concepts can help you
develop your company's marketing strategy.

Advertising is when a company pays to send marketing messages to potential

customers.
This helps a company inform customers about specific products, programs or other
key information that might affect customers.

There are four common types of advertising campaigns companies use:

 Media
Media, or traditional advertising, involves a variety of visual advertising
methods.
Companies implement media advertising campaigns by using platforms, such
as billboards, wall paintings, web banners, shopping carts and public
benches.

 Television Advertising
Companies also use television advertising methods, such as commercials, to
inform potential customers about their company and products.
These commercials range in length from 15 seconds to two minutes, which
enables companies to customize their commercial advertising campaigns.

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 Covert Advertising
Indirect advertising involves embedding your brand subtly in a scene or a
dialogue.
An example would be a celebrity wearing the company's brand or using a
company's product during an interview.

 Internet Advertising
This method of advertising is when companies advertise their brand or
products by using the white space on another company's web pages.
Some companies also use crowdfunding websites to advertise their products
and gain funding for their business.

Promotion is when a company announces specific products, programs or other

incentives to encourage customer engagement.
Companies use this method of marketing to convey messages through previously
established media channels.
Certain promotion campaigns might result in zero cost to a company because
they're using existing media channels.
Other campaign companies pay to customize their message to potential customers.

There are three types of promotional activities companies often use:

 Direct Marketing
Digital marketing, or online marketing, is when a company directly
approaches a potential customer with its products.
They might promote their products through email, social media or other
digital communication methods to market products.

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 Public Relations
This method of promotion focuses on a company's image in the community.
Companies often promote a favorable image by gaining media attention
regarding newsworthy activities to encourage a positive image.

 Personal Selling
Personal selling is when a sales representative approaches a potential
customer to encourage a sales transaction.
Sales associates often conduct this type of promotion in person and adjust
their method to meet specific customer needs.

Advertising vs. Promotion

Understanding the differences between advertising and promotion can help you
create effective marketing strategies for your company.

Review this list of similarities and differences to expand your understanding of

these two marketing concepts:

Objective
Advertising campaigns are long-term initiatives that help a company build its brand
image.
It accomplishes this by developing campaigns to reach a large market of existing
and potential customers.

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Another aim of advertising campaigns is to increase sales performance and

revenue.
By increasing brand awareness, customers are more likely to complete purchases
with the company, which increases sales performance.
Promotional campaigns are short-term initiatives that help a company reach short-
term goals.
Some companies start these campaigns to reach sales, product turnover or
inventory turnover goals.
Often, these campaigns run for a specific length of time or until the company
reaches its goal.

Cost
Advertising and promotion campaigns also differ in cost. Companies often pay for
advertising space on billboards, web pages, commercials or other advertising
locations.
Promotion campaigns often have reduced costs because many organizations use
established media outlets, such as social media, to inform customers about current
promotions.
Depending on the specific promotion methods used, a company might have
expenses related to creating and distributing promotional content, such as in-mail
flyers.

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Communication Method
Advertising is often a one-way communication between the company and potential
customers.

This enables the company to convey information to a wide variety of customers.

Some examples of how companies communicate their advertising campaigns

include:

 Television advertisements

 Radio announcements

 Internet advertisements
 Billboard advertisements

Promotions are a two-way communication process.

This enables customers to ask questions or offer feedback to a company.

Some examples of two-way promotion communication include:

 Special events

 Sales promotions

 Leaflets
 Trial offers

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Time Commitment
The amount of time each campaign is in implementation varies between advertising
and promotional activities.
Advertising campaigns often occur over a long period and can last from one month
to one year.
Promotional campaigns are typically shorter, lasting between one day to a few
weeks.Companies also see the effect of each of these activities over different
periods.
Advertising campaign results occur over a long period.
Managers and others who work in marketing often analyze the effectiveness of an
advertising campaign by analyzing sales reports, customer engagement and other
performance metrics.
Organizations can see the effect of promotions immediately on their performance
metric reports.

Nature of Appeal
Many companies create advertising campaigns that appeal emotionally to
customers.
This can help customers form a connection to the company, which increases
customer loyalty and the chance of a sale.
Creating an emotional engagement between the customer and the product can
help customers imagine themselves using the company's products.

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Some emotions companies incorporate into their advertising campaigns include:

 Instant gratification

 Happiness
 Belonging

 Trust

 Values
 Leadership

 Pride
Promotion campaigns are often unemotional sales promotions that encourage
immediate consumer action.
These campaigns can also increase brand awareness but the focus of the campaign
is to encourage the consumer to purchase a specific product from the company.

Some common sales promotions companies use in their campaigns include:

 Product discounts
 Free products
 Product rebates

 Purchase rewards

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Conclusion
In these methods, in the short and long term, attractive programs are designed to
attract more customers and increase sales.
Advertising and promotion strategies are commonly used to introduce new
products, sell existing products, attract more customers, and increase sales in each
period.

Advertising and Promotion

The End