Definition of advertising and promotion
Advertising is a unilateral, impersonal , and controlled communication tool through which an advertiser, through paid media messages, addresses a target audience with the goal of informing, persuading, or reminding. It is said to be controlled because, for example, a brand can contact a television network and agree to air a 20-second advertisement on that network. Because the brand pays for that advertisement, it has the ability and power to control it.
Advertising media include newspapers, magazines, television, radio, outdoor advertising, and the Internet.
The objectives of advertising are:
Inform. To publicize the new product or service being announced, showing how it works and its benefits.
Persuade . Convince or stimulate sales by highlighting the features that generate a competitive advantage, as well as changing consumer purchasing habits, attitudes, or customs.
Recall . Keep the product or service being offered in the consumer’s mind and make them remember it.
What are the differences between advertising and promotion?
Both advertising and sales promotion are aimed at the end consumer. However, promotions are also aimed at the channel, meaning wholesalers, retailers, and the sales force. When a company chooses to run promotions, it’s because it seeks faster results, and these are achieved with sales promotions . With promotions, you can target different target groups at the same time, while with advertising, you must target a specific audience depending on the campaign you run. You can run multiple campaigns, and each one can target a different target group.
One disadvantage of sales promotion is that it’s easy for competitors to follow and copy, and it can erode average prices and profitability , leading to price wars. This doesn’t happen with advertising.
What are the similarities between advertising and promotion?
Both tools have a specific lifespan; promotions or advertising cannot be constantly implemented because it is a cost to the company . It is advisable to use both tools in conjunction with other communication tools to achieve an organization’s objectives. The secondary objective of both strategic communication tools is sales.
When should you use promotions and when should you use advertising?
Promotions should be used when you want to achieve quick sales results, to add value to the marketing communications mix, to differentiate yourself from competitors’ actions, and to increase perceived value for consumers. This is true as long as the promotions are consistent with the brand and its positioning, without diminishing the brand’s image or accustoming consumers to promotional incentives.