by: Michael Cummings - Marketing Analyst 
Advertising and marketing are commonly misunderstood words – and often assumed to mean the same thing.
Some consider both to be the process for generating more customers. Others define them as the way we tell customers about our product or service. Although we use these words interchangeably, each has a very different meaning – and distinctly different results – when being used as a means to generate more customers.
Advertising defined
The action of calling public attention to something with paid announcements is advertising. We’ve all bought space in a magazine, newspaper or online to attract more customers. As a business owner, you constantly receive pitches about “a great publication running a special for a limited time that goes to 50,000 people in a five-mile radius of your business.” Should you be a part of this publication? How do you decide? If you did purchase the ad space, what was your result? Did it generate the calls or walk-in traffic that you wanted? If not, why not? If it did meet your expectations, what worked?
Here are a few starter questions you should ask before advertising:
- What is the demographic makeup of the audience?
- What are the demographic’s hot buttons?
- What return on investment (ROI) can you expect?
- How will you know if the audience received it, opened it or read your information?
- Who will write a compelling ad about your business?
How you measure these results will tell if you are receiving the appropriate return on your advertising dollar. If you can't answer these questions, don't advertise.
Marketing defined
The process of promoting, selling and distributing a product orservice to a specific target is considered marketing. Creating a solid marketing strategy is similar to creating a marketing business plan. Your marketing strategy should be closely aligned to your vision and mission statement. These define where you are now, where you want your business to go and how you are going to get there. Define the following areas to help you create an effective marketing strategy:
- What does your company do better than your competition? If you don't know, survey your current customers – they will tell you why they choose your company over another.
- What kind of customers do you want? Define a specific target market. When you know who your ideal client is, you will find it is easier to communicate with them.
- What is the most effective medium to communicate with your customers? Some like to read it on the Web, while others want to hold paper in their hands.
- What are the wants and needs of the person receiving the information?
- Define the message and the action you want the reader to take.
- Establish a budget and consistently work the strategy.
Get measurable results
Once you’ve established the above information about your company and your client, it is much easier to consistently hit the target. A focused, consistent marketing message that is driven through your sales team, customer service, public relations and advertising will give you the measurable results you want.
Two processes that work better together
Advertising and marketing are two distinct processes. Marketing involves creating the information that describes your business, what you do better than other companies and what target markets you serve. Advertising is a specific process that tells prospective customers about your company. Advertising should be a subset of your overall marketing plan. Without the sound strategy of a marketing plan behind it, advertising will typically disappoint. Advertising and marketing work best when used to complement each other.