What is advertising?

The definition for advertising is very simple. The act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, on billboards, etc.

There are 2 different types of advertising. One is Marketing and the other is Branding. Later in the article I will explain the differences in the two. It is extremely important for customers to understand the differences between these two, as their competitors most likely will understand.

I have had the great pleasure of working with many automotive repair facilities over my 13+ years in advertising, This is a key question that always comes up when I am speaking with them. I may not come out and directly ask them what they are looking to do, but after probing with some questions, I can determine what they are wanting to do with their advertising. So let's breakdown the difference between the 2.

Marketing is Tactical, Branding is Strategic

What is Branding?

As stated above, Branding is strategic. What does Branding mean in the world of advertising??? Branding is the process that companies use to keep the public aware of their brands. This is extremely important in the world of advertising. A great brand is always in the minds of the consumer, and once you are there, the likelihood of the consumer purchasing your product is higher than a brand that is not. Brand awareness is the main reason for Branding. Brand awareness refers to the public's ability to recall or recognize a brand from a brand element, such as a logo, jingle or slogan. If you were to hear the phrases "Just do it." or "What's in your wallet" you immediately know what brand is being talked about. Nike and Capitol 1 has done an outstanding job branding their products. These slogans are used in all of their campaigns, they don't get mixed up with multiple slogans, they stick with the slogan, so it is embedded in peoples minds. Brand is what remains once the marketing is done.

Marketing

Marketing is tactical. Marketing is the process of creating, communicating and delivering offerings that help companies create customer interest in products or services. Marketing generates the strategy that underlies sales and communications. It is important in all marketing that your branding is included in the message.

Marketing is what will drive the consumer to come and purchase products or services. Branding will keep the customers coming back.