What's the difference between advertising and promotion?
| Answer: Advertising is generally targeted at end consumer (as opposed to the channels of distribution). It can be used for many purposes, including establishing awareness, providing information for knowledge, and creating brand loyalty. In its knowledge role, advertising can communicate a positioning (or modify a positioning) and even promote new uses of a product (think "Orange Juice isn’t just for breakfast anymore"). Promotion is a general term. It is so general, in fact, that most communications that are not strictly advertising (paid and non-personal) are characterized as promotions. But this distinction is blurry at times, so looking for a clear definition is useless. It’s better to just recognize that there are many types of promotions. Some promotions -- special events, sampling, rebates, and coupons, to name a few -- are aimed directly at consumers. The use of these promotions can typically be tied to the hierarchy of communication effects model. For more on the difference between advertising and promotion, see our tutorial. |
More resources related to Advertising
-
Traditional ads such as billboards, television ads, and radio spots may have fallen out of favor more during the pandemic, when businesses were accelerating digital methods. But do traditional ads still have value? This article explores the differences.
-
Heard the recent hysteria surrounding native advertising? Most of the rumors are mistruths and misconceptions.
-
Do you know where you need to be advertising? Many marketers default to digital, but is that where your audience is? Other advertising methods can be paired with digital for the best strategy, according to Rebecca Bugger.
-
Mad Men-style advertising, based on interrupting entertainment or news, is still with us—but most marketers recognize that it's unsteady on its feet. The reality is that people are tired of being "targeted" with ads and so are inclined to take evasive action. It's time to dust off the tried-and-true customer testimonial, and turbo-charge it for your website with video storytelling.
-
Back in the day, times seemed simpler. Advertising, ad expert Rebecca Bugger and host George B. Thomas conclude, is continually changing, and you should always be testing your methods to see what works and what doesn't. Watch and listen to discover how advertising works today.
-
Marketers can't be blamed for being overwhelmed by the seemingly endless choices that digital advertising offers. But do you have to embrace every option and every channel? There's a better way.
-
If you find a reputable marketplace that meets your clients' audience requirements and you combine that with valuable content, the results can be good—shockingly good.
-
Videos, interactive gaming, choose-your-own-adventure product tours... there's so much complexity in digital marketing right now that nobody could be blamed for yearning to rely on a plain old billboard. But is such a thing still effective?
-
Content marketing and native advertising each have their own benefits. But when used together, the whole is greater than the sum of its parts. Read on for tips to help you drive even more leads.
-
What's missing in any discussion of advertising's future is a deeper analysis of the forces at work.
-
In his new book, According to Kotler, Phil Kotler gives a summary of the key principles of marketing and how they relate to current events such as corporate accounting scandals, outsourcing, globalization, warehouse shopping and online marketing. Here is an excerpt of it, based on the thousands of questions Kotler has been asked over the years by clients, students, business audiences, and journalists. Get the full story.
-
The End of Internet Advertising?
ArticleI typically visit a number of technology sites to learn about new technology, Internet companies and products - not to learn about marketing. So I was a bit amused the other day when I saw that (a technology site) was trying to talk about marketing and advertising. To do this, they enlisted a guest writer who
-
The COVID-19 pandemic has driven many B2B firms in the United States to boost spend on digital advertising in 2020, according to recent research from eMarketer.
-
Many people take the same commute route every day. Placing a digital or interactive ad in a strategic public transit location can result in countless impressions and improved ROI.
-
B2B marketers can no longer rely solely on traditional advertising. They need to make native advertising part of their marketing tactics.
-
If you have a website that gets a good deal of traffic but generates no money, placing ads on your site may be the key to success. Learn how ad type, placement, and location can boost your website revenue.
-
Dare Not to Advertise
Article -
Co-op advertising involves manufacturers and brands providing advertising dollars to their channel partners, such as retailers and dealers, that sell their products. Learn why the method is a win-win.
-
The complaints against advertising are seemingly endless, limited only by the creativity of its critics. But advertising is fundamentally benevolent, the author says. Advertising is a communication technique that attempts to influence the behavior of others—no more nor less so than the techniques used by parents, journalists, teachers, and politicians.
-
Total communications spending will decline 1% in 2009, to $882.6 billion—its first spending decline since the 2001 recession—according to the latest Communications Industry Forecast (CIF) from private-equity firm Veronis Suhler Stevenson (VSS).
