Marketing is the general term used to describe the consistent alignment of all business activities with the needs of the market. Marketing instruments are extremely diverse. They are summarized under the so-called 7 Ps:

  • Product (product policy)
  • Price (price policy also contract policy)
  • Place (distribution policy)
  • PhD (communication policy)
  • People (personnel policy)
  • Process (process policy)
  • Physical Facilities (equipment policy)

Advertising is part of marketing

Advertising is part of a company’s communication policy and part of its marketing strategy. For most companies, advertising is the most important tool of marketing communication. The aim of advertising is to convey content or influence behavior-related attitudes.

Marketing-specific advertising goals are, for example:

  • Promotion of a new product for market launch
  • Increase the market share
  • Differentiation from the competition