Although marketing and advertising may have some similarities, they are not the same thing. Advertising is one of the areas under the umbrella of marketing. Advertising teams are directed by the brand and strategic plan developed by a company's marketing team. Most people are probably familiar with at least some forms of advertising. Whether it be on TV, social media, or print or radio, advertisements are everywhere. Advertisers attempt to create a buzz around their business or product that can help draw people in and spread awareness.
It is important that those in advertising know how to best reach their target audience and use the tools at their disposal, whether that be in the form of social media, outdoor ads or print ads. Although marketing and advertising are two different things, they work in conjunction with each other.
Some of the steps taken in advertising include:
Just as in marketing, advertising requires collecting background information before starting on a project. Many advertisers will create creative briefs that detail information about the project or business. Some common sections on a creative brief include the objective, target audience, company background, competition, and tone.
When creating an advertisement, it is important to consider what the main message of the piece will be. It could be Product A is better than Product B because blank. Or, perhaps it is everyone loves Business A, come visit. Coming up with an original advertising message requires creativity and thinking outside the box.
Once a message and concept have been chosen, the ad must be executed. If it is a print ad, the creative team will develop an ad for print publications. Print ads typically require the work of individuals such as a graphic designer, photographer or copywriter. If the ad is a digital post or video ad, it may require a different set of skills. For example, an animator may be necessary to create a clip or an actor for a video piece.
Once the ad is completed, the ad or ads must be launched in their appropriate medium. This is when the work of advertisers has the chance to shine or become white noise.
