Small business owners have a tendency to confuse marketing and advertising since the identical thing. Advertising is a really important part of marketing but not exactly the same. Marketing is the process of creating customer interest in products and services. Marketing creates the strategy that underlies sales techniques, business communication and business development. Marketing is the entire package and promotion is a part.
Promotion is an important element of the marketing plan and possibly the most expensive. Advertising is all about sending messages about a business, its services and products. Advertising also includes putting together a collection of methods to target audiences and interest them in getting clients. Advertising includes placing advertisements, deciding what media to use, the frequency and the time the advertisement will run. Various kinds of media are utilized to distribute the advertisements. TV, direct mail, newspaper, Internet, emails, radio, magazines, text messages, flyers, billboards, etc. are one of the various media used to distribute advertisements. Various media for various businesses, not all media is for everybody.
Advertising is merely a component of the marketing mix. The other parts include product research, product design, media planning, public relations, product pricing, customer satisfaction, customer service, and the list continues on and on. These elements work independently but all of them work towards accomplishing the goals and objectives determined by the business, sell services or products and build market standing. Advertising alone won’t produce results and copying what others do will certainly fail. What works for some does not automatically mean it will work for others.
Advertising isn’t effective if proper research wasn’t followed. Research is your understanding of expectations and needs of the customers. Designing of the item comes next and may be time consuming. Followed by sales and advertising. Marketing puts everything together as it generates strategies to be successful.
Advertising can get very expensive and useless if not done correctly and if important steps aren’t followed. Branding is important, but a symbol doesn’t guarantee earnings, a symbol represents the values and the standing of a business and it takes time to construct and to be recognized. Small business owners need to first spend time and money in realizing their customers, finding out their expectations and teaching them. After getting to know their customers and building harshly a database then they ought to take part in advertising and promoting their services and products. A comprehensive marketing campaign will in this manner succeed and create sales.