Advertising is a form of communication whose purpose is to
inform potential customers about products and services and how to
obtain and use them. Many advertisements are also designed to generate
increased consumption of those products and services through the
creation and reinforcement of brand image and brand loyalty. For these
purposes advertisements often contain both factual information and
persuasive messages. Every major medium is used to deliver these
messages, including: television, radio, movies, magazines, newspapers,
video games, the Internet
(see Internet advertising),
and billboards.
Advertising is often placed by an advertising agency on behalf of a
company.
Marketing is a societal process which
discerns consumers' wants, focusing on a product or service to fulfill those wants,
attempting to move the consumers toward the products or services
offered. Marketing is fundamental to any businesses growth. The
marketing teams (marketers) are tasked to create consumer awareness of
the products or services through marketing techniques. Unless it pays
due attention to its products and services and consumers' demographics
and desires, a business will not usually prosper over time.
Marketingtends to be seen as a creative industry, which includes
advertising, distribution and selling. It is also concerned with
anticipating the customers' future needs and wants, which are often
discovered through market research.
Essentially, marketing is the process of creating or directing
an
organization to be successful in selling a product or service that
people not only desire, but are willing to buy.
Therefore good marketing must be able to create a
"proposition" or
set of benefits for the end customer that delivers value through
products or services.
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