Week 4 EOC: The Difference between Marketing and Advertising

“Advertising is any form of impersonal paid communication in which the sponsor or company is identified” (Marketing, Lamb, pg.212). Marketing is the way process of creating the communication between services and products. Advertising is the way that they are seen. For instance, when we watch TV, listen to the radio, browse websites, we are flooded with ads for soap, sex, chocolate, soda, fast-food, any and everything. Advertising is attaching the company to the item. If you want to buy a soda, you buy a brand that you know, like Pepsi. Marketing is what the company sells and who they sell to, and how they are going to sell it. For instance, Axe, a popular body wash, was designed for men who wanted to smell FRESH! They could the same freshness as they did with a bar of regular soap as they could with this body wash. Women use body wash too. Why not bottle the women’s and change the packaging? Do you know a man who wants to smell like honey, lavender, jasmine essence? I certainly do not, not a real one anyway. I know men who want to smell like rain, or musk, or clean. That is marketing. Targeting who you are going to sell to and how you are going to sell to them. So for men’s body wash, it was changing the scent and attaching freshness to the stigma. Men want to smell like men, not like women. Now placing an ad for Axe on ESPN is advertising. ESPN, an internet Mecca for men, is a place where the company can get the word out about AXE in a one delivering, targeting a vast number of men, who can tell their wives, “Honey, can you pick up a bottle of AXE for me at the store?”