What Is the Difference Between Advertising and Marketing?

A product can live or die by how it's marketed and advertised. Potential markets have to be found for a product to be successful, and the correct advertising campaign must be developed in order to creatively focus on that marketplace. Marketing and advertising work hand in hand, but what is the difference? Keep reading to find out. Schools offering Advertising degrees can also be found in these popular choices.


Both advertising and marketing ultimately have the same goal, which is to generate interest in products and/or services. While advertisers work more on creating interest in the product, marketers try to identify potential markets for a service or product. They both work in conjunction with similar individuals such as clients, art directors, and sales and financial staff.

Important Facts About Advertising and Marketing

Required Education Bachelor's degree
Work Environment Office, home, client site
Projected Job Growth (2014-2024) 9%* (for all advertising, promotions, and marketing managers)
Median Salary (2015) $61,253 (marketing managers), $49,147 (advertising managers)**

Source: *U.S. Bureau of Labor Statistics, **Payscale.com


Marketing is a business principle that uses research and other methods to promote products and services. While larger businesses usually have their own marketing departments, smaller companies can enlist a marketing group to help them make their products more prominent in the marketplace.

How Marketing Works

Marketing strategies are used to find potential markets for a product, and everything from the product itself to its packaging undergoes analysis. Through market research, you can determine not only the demand for your product or service, but also gauge potential competition and other factors, such as pricing, customer satisfaction and sales trends.

Marketing companies focus on selling strategies and concepts, and they also monitor consumer behavior. Research is compiled and statistics are analyzed in order to find a correct marketing strategy. That could mean using a number of sources, including surveys and personal interaction with potential customers. Marketing professionals often work with advertising companies in order to use different types of media to the product's advantage.


Advertising is a creative process in which a person or agency devises a campaign for specific clients, using different media to sell either advertising space or time. Usually this is done by a creative staff of professionals. If you're a writer or artist, opportunities in the advertising industry could await.

How Advertising Works

The first step of advertising is to secure an advertiser. If you're interested in sales, you could become an account executive, who is responsible for soliciting potential clients. To succeed at this job, you must use your personality combined with a good advertising portfolio that shows a proven track record of effective campaigns. Once a client is signed, account executives become liaisons between the customer and the creative team.

Under the team leadership of an advertising manager, an advertising agency's creative team looks at a product or concept and develops an entertaining and informative campaign implemented with the client's approval. Often, the venue is decided after market research has determined the focus audience. A number of different media can be used, such as newspapers, billboards, television or websites.

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